The Application of Speech Acts in The Advertisement Slogans of Women's Products.
TABLE OF CONTENTS
ACKNOWLEDGEMENTS ..................................................................................... i
TABLE OF CONTENTS ....................................................................................... iii
ABSTRACT ............................................................................................................. iv
CHAPTER ONE: INTRODUCTION
Background of the Study ............................................................................
Statement of the Problem ............................................................................
Purpose of the Study ...................................................................................
Methods of Research ...................................................................................
Organization of the Thesis ..........................................................................
1
5
5
5
5
CHAPTER TWO: THEORETICAL FRAMEWORK ........................................ 7
CHAPTER THREE: THE APPLICATION OF JOHN SEARLE'S
SPEECH ACTS IN THE ADVERTISEMENT SLOGANS
OF WOMEN'S PRODUCTS ................................................................. 11
CHAPTER FOUR: CONCLUSION .................................................................... 23
BIBLIOGRAPHY .................................................................................................. 27
APPENDICES:
Table of Data ............................................................................................. 28
Advertisements ......................................................................................... 31
iii
Maranatha Christian University
ABSTRAK
Tugas akhir ini ditulis untuk memenuhi salah satu syarat kelulusan
program sarjana di jurusan Sastra Inggris, Fakultas Sastra, Universitas Kristen
Maranatha.
Penulis menganalisis penggunaan fungsi tindak tuturan pada beberapa
slogan iklan produk wanita. Ranah linguistik yang digunakan dalam menganalisis
iklan tersebut adalah Pragmatik.
Dari pembahasan pragmatik, penulis menganalisis bahasa periklanan
dengan menggunakan teori tindak tutur. Tindak tutur terdiri dari lima kategori,
yaitu deklaratif, representative, ekspresif, direktif, dan komisif.
Dalam periklanan, acap kali kita kurang mengerti dengan maksud iklan
itu, tetapi dengan menggunakan teori tindak tutur, kita dapat lebih memahami
pesan yang ingin disampaikan oleh slogan produk iklan tersebut.
Dalam slogan iklan produk wanita tersebut, saya mendapati bahwa satu
slogan iklan dapat mengandung lebih dari satu teori tindak tutur yang
diungkapkan oleh John Searle.
Tipe tindak tutur yang paling sering digunakan dalam periklanan adalah
komisif, yang memberikan janji mengenai suatu produk yang diberikan pada
pembeli untuk lebih tertarik dalam menggunakan produk tersebut.
iv
Maranatha Christian University
TABLE OF DATA
NO
UTTERANCES
1
If you want a
tampon that’s easy
to insert, here’s a
tip from Tampax.
2
Now
get
outstanding
odor
and
wetness
protection
while
preventing irritation
after shaving.
3
Let your
Sparkle.
4
Shaping your baby’s
best future.
5
Lip smackers have a
rainbow of razzledazzle, fruitlicious
fun and a mouthful
of lip smackin’,
Declaratives
SPEECH ACTS
Representatives
Expressives
Directives
√
sense
Comissives
√
√
√
√
√
√
√
28
Maranatha Christian University
√
flavorous yum! Lips
love the shimmery,
glimmery shine, so
collect every totally,
tasty kind!
6
LOOK WHO WE’VE
GOT OUR HANES
ON NOW
7
Some people love
quality
products.
Some
prefer
affordable prices.
With Oriflame you
get both.
8
Good angels go to
heaven,
Victoria’s
Secret angels go
everywhere
9
Love it. Flaunt it.
All
week
long.
Introducing
a
streak-proof, staytrue, 7-days tan.
√
√
√
√
√
√
√
√
√
29
Maranatha Christian University
10
Remember. No other
tampon opens as
easily.
11
Introducing the all
new
body
by
Victoria
Ipex
Wireless. Our most
supportive wireless
bra ever.
12
√
√
√
√
IMAGINE
35%
YOUNGER
LOOKING SKIN IN
JUST 10 MINUTES.
WE DID.
√
√
13
Get fabulous hair in
a flash
√
√
14
Get BARE without
the wax!
√
√
11
12
4
1
30
Maranatha Christian University
31
Maranatha Christian University
32
Maranatha Christian University
33
Maranatha Christian University
34
Maranatha Christian University
35
Maranatha Christian University
36
Maranatha Christian University
37
Maranatha Christian University
38
Maranatha Christian University
39
Maranatha Christian University
40
Maranatha Christian University
41
Maranatha Christian University
42
Maranatha Christian University
43
Maranatha Christian University
44
Maranatha Christian University
CHAPTER ONE
INTRODUCTION
Background of the Study
In daily lives, we always deal with language to communicate with one
another. Without language, we cannot get acquainted with the others because we
cannot express our ideas and a lot of misunderstandings and misinterpretations are
likely to occur. Therefore, language is very useful in our life in order to
understand one another. There are a lot of media that use language to express
ideas. One of them is advertisement. We need advertisement to give us
information about the product that we need. Advertisement and language are
closely related to each other. Without language, an advertisement will not be
complete because language is needed to help people understand the message of
advertisements more clearly.
In advertisements, advertisers usually use all efforts in order to achieve
their goals in selling their products. The words that they use are made very
attractive and sometimes are exaggerated. In fact, the product that is promoted
mostly is not as good as the slogans. The advertisers are very creative in using
words in order to keep the sale of the product high. They try to encourage the
1
Maranatha Christian University
consumers to buy their product. Some advertisers use words that are popular in
the society to promote their product. The reason why they use those words is to
make it easier for the consumers to remember their products. They also try to
make the consumers trust their product. In the advertisement slogans, the
advertisers have to be creative in making slogans in order to gain more consumers
to buy their product.
According to Ding Xiaosong, a slogan is a form of verbal logo. A slogan
sums up what one stands for, one’s specialty, the benefit, and one’s marketing
position, and one’s commitment. It is especially useful to reinforce one’s identity.
I also use theory of advertising by Sutherland and Sylvester, to make my
analysis more accurate. Max Sutherland is a former chairman and creative of
NFO market mind, brands of NFO world wide. He is a professor of marketing
subject at Monash University and Swinburne University of Technology in
Australia and also as a guest professor at Santa Clara University in California
America. Alice K. Sylvester is an advertisement researcher veteran biro of
America. She is a former chairman Board of the Advertising Research Foundation
and member of editorial review Board Journal of Advertising Research. The
theories of advertising are:
•
The slogans of the advertisements sometimes have an implicit
meaning to direct people.
•
The slogans of the advertisements need emotions which we can say as
a feeling.
2
Maranatha Christian University
•
The slogans of the advertisements must be attractive, get attention, and
must also be able to make the reader feel comfortable.
•
New information in advertisements usually uses promising sentences
to attract people and make them believe with the product.
•
The slogans of the advertisements stand a better chance to move the
customer to action. They would use imperative sentences to make a
slogan the most direct way.
(Sutherland and Sylvester 107)
Sutherland and Sylvester claim that advertisement is one of the influences
on people in making a decision to buy a product. Through advertisement, a
product will be popular and well-known. Therefore it is not surprising that some
brands become superior and they will catch the attention of the people soon after
those brands are advertised. The purpose of advertisement is to expose product,
brands and package to be recognized easily and to strengthen its influence over
any other brands that do not advertise their products.(Sutherland and Sylvester 31)
Advertisement can be analyzed through the use of symbol, color, and
imagery but it can also be analyzed through language. The choice of language to
convey specific messages with the intention of influencing people is vitally
important. Picture and design in advertising have a very great impact on the
reader, but it is the language that helps people to identify a product and remember
it.
In advertisements, slogans are very important because the words of the
slogans are one of the factors that can make the product sell well. The slogans
3
Maranatha Christian University
sometimes indicate that the product has different target consumers and also have
some different purposes. In this thesis, I want to analyze how different types of
John Searle’s speech acts are used in some slogans. Specifically, I would like to
analyze advertisement slogans of women’s products. The differences of speech
acts give more specific information for which the product is intended and what the
advertiser wants the consumers to do when they read the slogans of
advertisement.
Concerning the language, there is one approach in linguistics which can be
used to analyze women’s advertisement slogans. I use pragmatics as my approach
for the simple reason that in analyzing advertisements slogan, I deal with the
advertiser’s intentions. And pragmatics is very helpful in analyzing advertisement
slogans because pragmatics, according to Aitchison, is ‘How speakers use
language in ways which cannot be predicted from linguistic knowledge alone.’
(Aitchison 9)
In Pragmatics, when one uses language to achieve some effect, it is called
‘Speech Act’. Jean Aitchison describes, speech act as follows “When a person
utters a sequence of words, the speaker is often trying to achieve some effect with
those words, an effect which might in some cases have been accomplished by an
alternative action.” (Aitchison 99)
The topic of my thesis is the Application of Speech Acts in the
advertisement slogans of women’s products. It is about the advertiser’s intended
meanings. Therefore, it belongs to pragmatics. Using pragmatics as an approach
helps me to analyze and to know what the slogans want to tell about. Aside from
4
Maranatha Christian University
some facts which I find in the books, Pragmatics is very helpful in interpreting an
advertisement slogan when the advertiser conveys his/her purpose.
Statement of the Problem
In this thesis, I would like to discuss:
1. Into what types of speech act can the slogan be categorized?
2. What are the purposes that the advertiser has of using a certain type of
speech act?
Purpose of the Study
In this thesis, I want to analyze:
1. The type of speech acts in the slogans of women’s produces.
2. The purposes the advertiser has of using a certain type of speech act.
Methods of Research
First, I browse the Internet and the library to search for the theory of
speech act and to collect some data of advertisements. I also search from some
books which can support my analysis in university’s library. Second, I search for
some magazines from which I can add my data. Third, I classify the slogans into
the types of speech act. Fourth, I analyze the data based on the type of speech by
applying the theory.
Organization of the Thesis
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Maranatha Christian University
The thesis consists of four chapters. Chapter One is the Introduction,
which contains the Background of the Study, Statement of the Problem, Purpose
of the Study, Method of Research, and Organization of the Thesis. In Chapter
Two, the theoretical framework of the study is presented. The data analysis and
the discussion are put forward in Chapter Three. The following chapter, Chapter
Four, states the Conclusion, in which what has been analyzed and discussed in the
previous chapter is concluded. At the end of the thesis there are the References
and also the Appendix, in which the whole data and their sources are listed.
6
Maranatha Christian University
CHAPTER FOUR
CONCLUSION
In this chapter, I would like to draw some conclusions based on my findings after
discussing the speech act in women’s advertisements.
I find out that the type of John Searle’s speech act mostly used in women’s
advertisement is Commisives. There are twelve commisive types found in the fourteen
advertisements that I analyze. This type makes advertisements more attractive and
interesting. By using Commisives, advertisements give more extra things from the
product. As we all know, people like the products that can give an extra things of the
products such as a promise of something and another advantages like bonus.
After I analyze Commisives, I find that the advertisers are very clever at giving a
promise so it is easier for the consumers to remember the product. Usually people always
remember a slogan that gives something extra like a bonus or an advantage of the product
such as in the slogan With Oriflame you get both. This slogan is considered to suggest
Commisives because the slogan gives a promise to the consumers that they can get both
benefits by buying the Oriflame product. On the other hand, this slogan also gives
information that the products have both of the advantages. Those are a good quality and a
reasonable price.
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Maranatha Christian University
I find out there are four Representatives found in fourteen advertisements that I
have analyzed. I assume that Representatives is very often used because it is quite
difficult to make the consumers believe with the slogan. On other hand, there is an
advertisement that is successful with the slogan by using representative because the
slogan uses the belief that has already become an issue in the world at present. For
example: the slogan Some people love quality products. Some prefer affordable prices.
This slogan is a popular issue right now.
Aside from Commisives that becomes the commonly-found type of speech act in
the advertisements that I analyze, I find that Directive is quite often found. In those
fourteen advertisements, I find eleven advertisements which have Directive types.
Directive is needed to make people curious of the product. From the slogan here’s a tip
from Tampax … , It urges us to make an action, that is, to try a tip from Tampax. From
this slogan I also assume that Directives does not always give the message explicitly but
also implicitly.
Directives are very useful not only to increase our initiative to buy the product but
also to resurrect out interest because simply giving information is not enough. Sometimes
we have to initially be directed to try something that we have not tried before. When we
are introduced to a new product, which people are not familiar with the product, the
advertisers try to attract people to initially try the product in order to know about the
product itself.
After analyzing Directives, I conclude that Directives used in the nine
advertisements are considered to have Imperative forms. The reason is that they state the
point that the slogan urges us to do something without giving interrogative form or
24
Maranatha Christian University
declarative form which sounds more polite than imperative one. I assume that by using
this form, people who read the advertisement will feel closer with the product. It is
because the advertisement try to make slogans that can make the consumers feel
comfortable in an informal way. Furthermore, the use of Directives states the
advertisements in a straightforward way in order to make the advertisements clearer,
more convincing and simple to understand.
I also find there is one Expressive. This type makes advertisements interesting.
This type is necessary because it creates a feeling of the consumers who has tried the
product. I notice that usually the advertisements that using this type are food products. It
is because the advertisers try to introduce the taste of the product itself. By using
Expressives, the consumers will know in an explicitly way about the taste of product.
I also notice that not only food products use Expressives, often the products has a
taste like the slogan … flavorous yum… the product is a lip balm product, but this
product uses Expressives because the slogan tries to tell to the consumers that the product
has a good taste.
After analyzing the types of speech act in some advertisements, I do not find any
Declarative because it takes someone who has a special authority to make something
declarative. This kind of authority is not found out that in women’s advertisement
slogans.
I also notice that at one advertisement slogan, the advertiser uses more than one
type of speech acts. I conclude that the advertiser tries to use their best effort to attract
people to buy the product. By using more than one type, the advertiser hopes that the
consumers will be attract to buy the product.
25
Maranatha Christian University
After analyzing the language in some advertisements, I assume that an
advertisement slogan should give a precise language which is easy to understand and a
promise so that the consumers will understand what the advertisement is trying to say
immediately and also the consumers will be attracted because of the promise.
In my opinion, the advertisement will be more attractive and convincing if there is
new information in presenting the advertisement. New information is needed to make the
advertisement easy to understand. By using a promise, the slogan can attract the
consumers because a promise can make the consumers be interested to buy the products.
Furthermore, the picture is also needed to advertise the product to support the
message that advertisement wants to convey such as in LOOK WHO WE’VE GOT OUR
HANES ON NOW that use Jennifer Love Hewitt, but still the choice of language in the
advertisement in the magazine is the most important aspect in the women’s advertisement
slogans.
In the end, I conclude the advertisements have to tempt people to buy the product.
There are four types that help me to analyze the advertisement slogans such as
Representatives, which state what the speaker believes to be the case or not, Directives,
which direct people to do something, Commisives, which give a promise about the
product, and Expressives, which give a feeling of the product that have the same purpose.
They want to attract the consumers to buy the product and to make the products wellknown.
26
Maranatha Christian University
BIBLIOGRAPHY
Aitchison, Jean. General Linguistics. England: Coventry, 1972.
Searle, John. Speech Acts. New York: Cambridge University Press, 1969.
Sutherland, Max and Alice K. Sylvester. Advertising and The Mind of the Consumer.
Jakarta: Ikapi, 2005.
Yule, George. Pragmatics. New York: Oxford University Press, 1996.
Primary Texts:
Archie, September 1997
Cosmopolitan, January 2005
Cosmopolitan, December 2005
Cosmopolitan, January 2006
Cosmopolitan, August 2006
Seventeen, November 1999
Internet/Website:
27
Maranatha Christian University
ACKNOWLEDGEMENTS ..................................................................................... i
TABLE OF CONTENTS ....................................................................................... iii
ABSTRACT ............................................................................................................. iv
CHAPTER ONE: INTRODUCTION
Background of the Study ............................................................................
Statement of the Problem ............................................................................
Purpose of the Study ...................................................................................
Methods of Research ...................................................................................
Organization of the Thesis ..........................................................................
1
5
5
5
5
CHAPTER TWO: THEORETICAL FRAMEWORK ........................................ 7
CHAPTER THREE: THE APPLICATION OF JOHN SEARLE'S
SPEECH ACTS IN THE ADVERTISEMENT SLOGANS
OF WOMEN'S PRODUCTS ................................................................. 11
CHAPTER FOUR: CONCLUSION .................................................................... 23
BIBLIOGRAPHY .................................................................................................. 27
APPENDICES:
Table of Data ............................................................................................. 28
Advertisements ......................................................................................... 31
iii
Maranatha Christian University
ABSTRAK
Tugas akhir ini ditulis untuk memenuhi salah satu syarat kelulusan
program sarjana di jurusan Sastra Inggris, Fakultas Sastra, Universitas Kristen
Maranatha.
Penulis menganalisis penggunaan fungsi tindak tuturan pada beberapa
slogan iklan produk wanita. Ranah linguistik yang digunakan dalam menganalisis
iklan tersebut adalah Pragmatik.
Dari pembahasan pragmatik, penulis menganalisis bahasa periklanan
dengan menggunakan teori tindak tutur. Tindak tutur terdiri dari lima kategori,
yaitu deklaratif, representative, ekspresif, direktif, dan komisif.
Dalam periklanan, acap kali kita kurang mengerti dengan maksud iklan
itu, tetapi dengan menggunakan teori tindak tutur, kita dapat lebih memahami
pesan yang ingin disampaikan oleh slogan produk iklan tersebut.
Dalam slogan iklan produk wanita tersebut, saya mendapati bahwa satu
slogan iklan dapat mengandung lebih dari satu teori tindak tutur yang
diungkapkan oleh John Searle.
Tipe tindak tutur yang paling sering digunakan dalam periklanan adalah
komisif, yang memberikan janji mengenai suatu produk yang diberikan pada
pembeli untuk lebih tertarik dalam menggunakan produk tersebut.
iv
Maranatha Christian University
TABLE OF DATA
NO
UTTERANCES
1
If you want a
tampon that’s easy
to insert, here’s a
tip from Tampax.
2
Now
get
outstanding
odor
and
wetness
protection
while
preventing irritation
after shaving.
3
Let your
Sparkle.
4
Shaping your baby’s
best future.
5
Lip smackers have a
rainbow of razzledazzle, fruitlicious
fun and a mouthful
of lip smackin’,
Declaratives
SPEECH ACTS
Representatives
Expressives
Directives
√
sense
Comissives
√
√
√
√
√
√
√
28
Maranatha Christian University
√
flavorous yum! Lips
love the shimmery,
glimmery shine, so
collect every totally,
tasty kind!
6
LOOK WHO WE’VE
GOT OUR HANES
ON NOW
7
Some people love
quality
products.
Some
prefer
affordable prices.
With Oriflame you
get both.
8
Good angels go to
heaven,
Victoria’s
Secret angels go
everywhere
9
Love it. Flaunt it.
All
week
long.
Introducing
a
streak-proof, staytrue, 7-days tan.
√
√
√
√
√
√
√
√
√
29
Maranatha Christian University
10
Remember. No other
tampon opens as
easily.
11
Introducing the all
new
body
by
Victoria
Ipex
Wireless. Our most
supportive wireless
bra ever.
12
√
√
√
√
IMAGINE
35%
YOUNGER
LOOKING SKIN IN
JUST 10 MINUTES.
WE DID.
√
√
13
Get fabulous hair in
a flash
√
√
14
Get BARE without
the wax!
√
√
11
12
4
1
30
Maranatha Christian University
31
Maranatha Christian University
32
Maranatha Christian University
33
Maranatha Christian University
34
Maranatha Christian University
35
Maranatha Christian University
36
Maranatha Christian University
37
Maranatha Christian University
38
Maranatha Christian University
39
Maranatha Christian University
40
Maranatha Christian University
41
Maranatha Christian University
42
Maranatha Christian University
43
Maranatha Christian University
44
Maranatha Christian University
CHAPTER ONE
INTRODUCTION
Background of the Study
In daily lives, we always deal with language to communicate with one
another. Without language, we cannot get acquainted with the others because we
cannot express our ideas and a lot of misunderstandings and misinterpretations are
likely to occur. Therefore, language is very useful in our life in order to
understand one another. There are a lot of media that use language to express
ideas. One of them is advertisement. We need advertisement to give us
information about the product that we need. Advertisement and language are
closely related to each other. Without language, an advertisement will not be
complete because language is needed to help people understand the message of
advertisements more clearly.
In advertisements, advertisers usually use all efforts in order to achieve
their goals in selling their products. The words that they use are made very
attractive and sometimes are exaggerated. In fact, the product that is promoted
mostly is not as good as the slogans. The advertisers are very creative in using
words in order to keep the sale of the product high. They try to encourage the
1
Maranatha Christian University
consumers to buy their product. Some advertisers use words that are popular in
the society to promote their product. The reason why they use those words is to
make it easier for the consumers to remember their products. They also try to
make the consumers trust their product. In the advertisement slogans, the
advertisers have to be creative in making slogans in order to gain more consumers
to buy their product.
According to Ding Xiaosong, a slogan is a form of verbal logo. A slogan
sums up what one stands for, one’s specialty, the benefit, and one’s marketing
position, and one’s commitment. It is especially useful to reinforce one’s identity.
I also use theory of advertising by Sutherland and Sylvester, to make my
analysis more accurate. Max Sutherland is a former chairman and creative of
NFO market mind, brands of NFO world wide. He is a professor of marketing
subject at Monash University and Swinburne University of Technology in
Australia and also as a guest professor at Santa Clara University in California
America. Alice K. Sylvester is an advertisement researcher veteran biro of
America. She is a former chairman Board of the Advertising Research Foundation
and member of editorial review Board Journal of Advertising Research. The
theories of advertising are:
•
The slogans of the advertisements sometimes have an implicit
meaning to direct people.
•
The slogans of the advertisements need emotions which we can say as
a feeling.
2
Maranatha Christian University
•
The slogans of the advertisements must be attractive, get attention, and
must also be able to make the reader feel comfortable.
•
New information in advertisements usually uses promising sentences
to attract people and make them believe with the product.
•
The slogans of the advertisements stand a better chance to move the
customer to action. They would use imperative sentences to make a
slogan the most direct way.
(Sutherland and Sylvester 107)
Sutherland and Sylvester claim that advertisement is one of the influences
on people in making a decision to buy a product. Through advertisement, a
product will be popular and well-known. Therefore it is not surprising that some
brands become superior and they will catch the attention of the people soon after
those brands are advertised. The purpose of advertisement is to expose product,
brands and package to be recognized easily and to strengthen its influence over
any other brands that do not advertise their products.(Sutherland and Sylvester 31)
Advertisement can be analyzed through the use of symbol, color, and
imagery but it can also be analyzed through language. The choice of language to
convey specific messages with the intention of influencing people is vitally
important. Picture and design in advertising have a very great impact on the
reader, but it is the language that helps people to identify a product and remember
it.
In advertisements, slogans are very important because the words of the
slogans are one of the factors that can make the product sell well. The slogans
3
Maranatha Christian University
sometimes indicate that the product has different target consumers and also have
some different purposes. In this thesis, I want to analyze how different types of
John Searle’s speech acts are used in some slogans. Specifically, I would like to
analyze advertisement slogans of women’s products. The differences of speech
acts give more specific information for which the product is intended and what the
advertiser wants the consumers to do when they read the slogans of
advertisement.
Concerning the language, there is one approach in linguistics which can be
used to analyze women’s advertisement slogans. I use pragmatics as my approach
for the simple reason that in analyzing advertisements slogan, I deal with the
advertiser’s intentions. And pragmatics is very helpful in analyzing advertisement
slogans because pragmatics, according to Aitchison, is ‘How speakers use
language in ways which cannot be predicted from linguistic knowledge alone.’
(Aitchison 9)
In Pragmatics, when one uses language to achieve some effect, it is called
‘Speech Act’. Jean Aitchison describes, speech act as follows “When a person
utters a sequence of words, the speaker is often trying to achieve some effect with
those words, an effect which might in some cases have been accomplished by an
alternative action.” (Aitchison 99)
The topic of my thesis is the Application of Speech Acts in the
advertisement slogans of women’s products. It is about the advertiser’s intended
meanings. Therefore, it belongs to pragmatics. Using pragmatics as an approach
helps me to analyze and to know what the slogans want to tell about. Aside from
4
Maranatha Christian University
some facts which I find in the books, Pragmatics is very helpful in interpreting an
advertisement slogan when the advertiser conveys his/her purpose.
Statement of the Problem
In this thesis, I would like to discuss:
1. Into what types of speech act can the slogan be categorized?
2. What are the purposes that the advertiser has of using a certain type of
speech act?
Purpose of the Study
In this thesis, I want to analyze:
1. The type of speech acts in the slogans of women’s produces.
2. The purposes the advertiser has of using a certain type of speech act.
Methods of Research
First, I browse the Internet and the library to search for the theory of
speech act and to collect some data of advertisements. I also search from some
books which can support my analysis in university’s library. Second, I search for
some magazines from which I can add my data. Third, I classify the slogans into
the types of speech act. Fourth, I analyze the data based on the type of speech by
applying the theory.
Organization of the Thesis
5
Maranatha Christian University
The thesis consists of four chapters. Chapter One is the Introduction,
which contains the Background of the Study, Statement of the Problem, Purpose
of the Study, Method of Research, and Organization of the Thesis. In Chapter
Two, the theoretical framework of the study is presented. The data analysis and
the discussion are put forward in Chapter Three. The following chapter, Chapter
Four, states the Conclusion, in which what has been analyzed and discussed in the
previous chapter is concluded. At the end of the thesis there are the References
and also the Appendix, in which the whole data and their sources are listed.
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CHAPTER FOUR
CONCLUSION
In this chapter, I would like to draw some conclusions based on my findings after
discussing the speech act in women’s advertisements.
I find out that the type of John Searle’s speech act mostly used in women’s
advertisement is Commisives. There are twelve commisive types found in the fourteen
advertisements that I analyze. This type makes advertisements more attractive and
interesting. By using Commisives, advertisements give more extra things from the
product. As we all know, people like the products that can give an extra things of the
products such as a promise of something and another advantages like bonus.
After I analyze Commisives, I find that the advertisers are very clever at giving a
promise so it is easier for the consumers to remember the product. Usually people always
remember a slogan that gives something extra like a bonus or an advantage of the product
such as in the slogan With Oriflame you get both. This slogan is considered to suggest
Commisives because the slogan gives a promise to the consumers that they can get both
benefits by buying the Oriflame product. On the other hand, this slogan also gives
information that the products have both of the advantages. Those are a good quality and a
reasonable price.
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I find out there are four Representatives found in fourteen advertisements that I
have analyzed. I assume that Representatives is very often used because it is quite
difficult to make the consumers believe with the slogan. On other hand, there is an
advertisement that is successful with the slogan by using representative because the
slogan uses the belief that has already become an issue in the world at present. For
example: the slogan Some people love quality products. Some prefer affordable prices.
This slogan is a popular issue right now.
Aside from Commisives that becomes the commonly-found type of speech act in
the advertisements that I analyze, I find that Directive is quite often found. In those
fourteen advertisements, I find eleven advertisements which have Directive types.
Directive is needed to make people curious of the product. From the slogan here’s a tip
from Tampax … , It urges us to make an action, that is, to try a tip from Tampax. From
this slogan I also assume that Directives does not always give the message explicitly but
also implicitly.
Directives are very useful not only to increase our initiative to buy the product but
also to resurrect out interest because simply giving information is not enough. Sometimes
we have to initially be directed to try something that we have not tried before. When we
are introduced to a new product, which people are not familiar with the product, the
advertisers try to attract people to initially try the product in order to know about the
product itself.
After analyzing Directives, I conclude that Directives used in the nine
advertisements are considered to have Imperative forms. The reason is that they state the
point that the slogan urges us to do something without giving interrogative form or
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declarative form which sounds more polite than imperative one. I assume that by using
this form, people who read the advertisement will feel closer with the product. It is
because the advertisement try to make slogans that can make the consumers feel
comfortable in an informal way. Furthermore, the use of Directives states the
advertisements in a straightforward way in order to make the advertisements clearer,
more convincing and simple to understand.
I also find there is one Expressive. This type makes advertisements interesting.
This type is necessary because it creates a feeling of the consumers who has tried the
product. I notice that usually the advertisements that using this type are food products. It
is because the advertisers try to introduce the taste of the product itself. By using
Expressives, the consumers will know in an explicitly way about the taste of product.
I also notice that not only food products use Expressives, often the products has a
taste like the slogan … flavorous yum… the product is a lip balm product, but this
product uses Expressives because the slogan tries to tell to the consumers that the product
has a good taste.
After analyzing the types of speech act in some advertisements, I do not find any
Declarative because it takes someone who has a special authority to make something
declarative. This kind of authority is not found out that in women’s advertisement
slogans.
I also notice that at one advertisement slogan, the advertiser uses more than one
type of speech acts. I conclude that the advertiser tries to use their best effort to attract
people to buy the product. By using more than one type, the advertiser hopes that the
consumers will be attract to buy the product.
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After analyzing the language in some advertisements, I assume that an
advertisement slogan should give a precise language which is easy to understand and a
promise so that the consumers will understand what the advertisement is trying to say
immediately and also the consumers will be attracted because of the promise.
In my opinion, the advertisement will be more attractive and convincing if there is
new information in presenting the advertisement. New information is needed to make the
advertisement easy to understand. By using a promise, the slogan can attract the
consumers because a promise can make the consumers be interested to buy the products.
Furthermore, the picture is also needed to advertise the product to support the
message that advertisement wants to convey such as in LOOK WHO WE’VE GOT OUR
HANES ON NOW that use Jennifer Love Hewitt, but still the choice of language in the
advertisement in the magazine is the most important aspect in the women’s advertisement
slogans.
In the end, I conclude the advertisements have to tempt people to buy the product.
There are four types that help me to analyze the advertisement slogans such as
Representatives, which state what the speaker believes to be the case or not, Directives,
which direct people to do something, Commisives, which give a promise about the
product, and Expressives, which give a feeling of the product that have the same purpose.
They want to attract the consumers to buy the product and to make the products wellknown.
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BIBLIOGRAPHY
Aitchison, Jean. General Linguistics. England: Coventry, 1972.
Searle, John. Speech Acts. New York: Cambridge University Press, 1969.
Sutherland, Max and Alice K. Sylvester. Advertising and The Mind of the Consumer.
Jakarta: Ikapi, 2005.
Yule, George. Pragmatics. New York: Oxford University Press, 1996.
Primary Texts:
Archie, September 1997
Cosmopolitan, January 2005
Cosmopolitan, December 2005
Cosmopolitan, January 2006
Cosmopolitan, August 2006
Seventeen, November 1999
Internet/Website:
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