An Analysis of Speech Act illocutionary inSelected English Advertisements

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AN ANALYSIS OF ILLOCUTIONARY SPEECH ACT IN

SELECTED SLOGAN OF FLIGHT COMPANY

ACKNOWLEDGEMENT

Bismillahirrahmaannirrahim

First of all, I would like to express my gratitude to Allah, the Almighty, The most merciful and gracious who has blessed me with health and chance in accomplishing this thesis. Then, I never forget to say shalawatto our big prophet, The Messenger of Allah:BagindaMuhammad,

peace be upon him, who has brought us to the life that full of knowledge like nowadays.

I would also like to send my appreciation to those who have given motivations, inspirations and help in accomplishing my paper. My beloved parents;Ramly Surbakti,SH and

Fatmalinda,Amd who have supported me in materials, educations, and motivations. Also my

lovely sister, Bripda Emma Lapiga Surbakti, who always support me from thousand miles away.

Thank you for your love, your magical care, and your eye-contact reminder, my dedek, Jessica

Wang (王柔文)

I am also grateful to Dr. Syahron Lubis. M.A as the Dean of Faculty of Cultural Studies, University of Sumatera Utara. Dr. H. Muhizar Muchtar,MS as the Head of English Department who has agreed the title and proposal of my thesis.

Thank you very much, Sir Drs. Umar Mono, Dipl. Trans, M.Hum and MamDra. Roma

Ayuni Lubis, M.A as supervisors of my thesis who has spent their time in correcting, giving

addition, advice, and guidance to finish my thesis. All lecturers of English Department who have taught and given me a lot of knowledge.

Thanks to everyone at IMSI USU big family,Teater ‘O’ USU (Bang Joko, Bang Aseng,

Bang Rendy, Kang Zainul, Wa Ihsan, Dek Amy, Dek AnnisaSikumbang, Dek Ricky, Dek Panji, Dek Kapol, Dek Lisa (Kiban Le?), Dek Ana, Dek Novi, all crew of Neccoustic Band)

Thanks to Sheila On 7 (Eross-Duta-Brian-Adam for the songs and inspirations), SheilaGank

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My magic friend that helped me a lot in my magic show; Zeky Muharam(thanks for the laughs), Ahmadzi Syarif Nasution (thanks for the hot tea and guidance), Yosua Victor

Purba(thanks for the point of view), Jaka Larizal(thanks for reminding me to graduate as soon

as possible).

My campus-mates; Yuda Riski Gunawan, Nur Alfisyahri, my sister Nandez ‘Gie’, Rahmi

Pratiwi Irela, Petra Larosa Purba, Jemario Gurusinga, Chyma Sihombing, Omi Boru Purba, Daniel Siahaan, Alvin Ratuliu.

Also the great magician all of time R. Forceanoz, I am holding on your power of magical illocutionary speech act. Thank you all very much.

Medan, August 2015

The writer,

Reg. No. 090705053

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AUTHOR’S DECLARATION

I AM ROBBY SETIAWAN SURBAKTI, DECLARE THAT I AM THE SOLE AUTHOR

OF THIS THESIS, EXCEPT WHERE REFERENCE IS MADE IN THE TEXT OF THIS

THESIS, THIS PAPER CONTAINS NO MATERIAL PUBLISHED ELSEWHERE OR

EXTRACTED IN THE WHOLE OR IN PART FROM A THESIS BY WHICH I HAVE

QUALIFIED FOR OR AWARDED ANOTHER DEGREE.

NO OTHER PERSON’S WORK HAS BEEN USED WITHOUT DUE

ACKNOWLEDGEMENT IN THE MAIN TEXT OF THE PAPER. THIS THESIS HAS

NOT BEEN SUBMITTED FOR THE AWARD OF ANOTHER DEGREE IN ANY

TERTIARY EDUCATION.

Signed :

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COPYRIGHT DECLARATION

Name : Robby Setiawan Surbakti

Title of Thesis :An Analysis of Illocutionary Speech Act in Selected English Advertisements

Qualification : S-1/Sarjana

Study Program : Department of English

I am willing that my thesis should be available for reproduction at the discretion of the Librarian of the English Literature Department Faculty of Cultural Studies USU on the understanding that users are made aware of their obligation under law of Republic of Indonesia.

Signed :

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ABSTRACT

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ABSTRAK

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CHAPTER I

INTRODUCTION

1.1Background of the Study

Language is a social interaction tool to send our message and implication from the speaker

or/and the writer to the hearer or reader by gestures (non-verbal), voices, and symbols that has

various things that make up the rules of language.Language is also used as a term to refer to the

prescriptive rules of a given message,which may change over time and the various theories or

perspective that attempt to understand it.An implication of a language describes the principles or

rules governing the form and meaning of words, phrases, clauses, and sentences.

Pragmatics in general is the study of language speaker to communicate more than it is said. It

deals with the ways we reach out goal in communication. Yule (1996) says that pragmatics is

concerned with the study of meaning as communicated by a speaker (or writer) and interpreted

by reader (or listener). It has, consequently, more to do with the analysis of what people mean by

their utterances than what the words in those utterances might mean by themselves.

In pragmatics, there are 3 types of speech act. Such as locution, illocution, and perlocution.

All of them is very important to make an utterance or interpretation to clearly accepted by the

people.

Inhttp://en.wikipedia.org/wiki/Illocutionary_act : _{Illocutionary act is a term in}

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Advertisement is constructed to have the intangible effect of selling products or services to the

consumers. Advertiser also have many idea to make the consumers attracted to the advertisement

and to make peoples purchase the products or services by the unusual slogan of that

advertisement.

Fryburger (1989:5) says that advertisements can be recognized as paid and non-personal

communication forms used with persuasive intent by identified sources through various media.

Advertisement tends to be an important part of modern life. We can find it almost everywhere,

such in TV, radio, magazines, internet, or etc. Our life-style as a human-being is relatively

influenced by many advertisements around us. Advertisement also contains slogan. The slogan is

the line to make the message from the advertiser can caught by the hearer or reader.

In http;//en.wikipedia.org/wiki/Slogan, “Slogan is a memorable motto or phrase used in political, commercial

So from the paragraph above we can easily take a conclusion that advertisenment is different

with slogan. Slogan is words or phrases that built memorable motto that uses for influential

pragmatic context. It can be the part of advertisement. But advertisement can contain slogan,

picture, addition information, etc. Advertisement is the whole of intangible tool to change people

perception or influence people to do something. Slogan and picture ussualy is the most

memorable thing of advertisement.

, religious, and other context as a repetitive expression of an idea or

purpose. While advertising slogans are short, often memorable phrases used in advertising campaigns. They are claimed to be the most effective means of drawing attention to one or more

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If an advertisement has a slogan, it is automatically

Therefore, slogan also used in commercial advertisements as unique line messages to make people easy to memorize and drawing attention for those who read or hear it.

classified as illocution because the

purpose of that slogan is made to influence people in certain conditions depending on that

product and the interpretation context is not in normal situation anymore. All of us know that the

goal of advertisements is to makes peoples doing something after read it beyond the context of

situation.

Nowadays, there are so many slogan of advertisement containsillocutions. But unfortunately, sometimes there are so many peoples can not clearly understand the illocutions because of there are so many different cultures, habbits, and customs around the world. Meanwhile, internet

advertising is for the global society.

To analyze illocutionary in slogan of advertisements, the writer uses Searle’s theory (Searle's

classification for types of illocutions)

For example,

The Slogan: “Real food for your busy lifestyle”

Product: Dunkin’ Donut

(source: http://elcfoodunit.wikispaces.com/Media)

We can identify slogan because of the sentence has simple words or phrases to describe something. In http;//en.wikipedia.org/wiki/Slogan, “Slogan is a memorable motto or phrase used

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commercial product. But illocutionally, it meant that the advertiser asserting and telling his / her certain prestige or also the certain prestige of the other peoples who have busy lifestyle. The

advertiser also want to show to the readers of that slogan about habitually activity to have a snack time while busy. Essentially, the advertiser want to influence the reader of this

advertisement to buy this product because the influential reason and advantage that I have mentioned above.

In classifying the illocutionary speech act, Even though the slogan does not have verb in itself,

but we can see the phrase ‘real food’ that the advertiser wanted to asserting that their product of food will be loved and suitable for those that who do not have much time for cook their meals by

themselves, and to consume those product as a prestigious thing because of the trigger phrase ‘busy lifestyle’. The advertiser made a one-sided statement to asserted the readers of this

advertisement. So, the illocution speech act classified as assertiveilocution.

Based on previous example, the writer will analyze 11 slogan of advertisements by analyzing, describing, classifying, and conclusing the illocutions that found in flight advertisement. The

differences of this thesis is the writer focused on the illocutionary and the context of interpretation of spesific flight company that I will mention below (3.3 Data and Source of Data).

Soin this thesis the writer want to analyze about the illocutionfound in the slogan of flight advertisement. The writer essentially want to guide the reader of that advertisement avoiding

misperceptions and misinterpretations while reading the slogan, and also to help people to make sure about the implication and the illocution analysis that contained.

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The problems of this study are formulated by these research questions:

1. What types of illocutionary found in the slogan of the flight company advertisements?

2. What types of illocutionary that most often used in the slogan of flight company

advertisements?

1.3 Objective of the Study

1. To find out the types of illocutions found in the slogan of the flight company

advertisements.

2. To find out what types of illocutionary that most often used in the slogan of flight

company advertisements.

1.4 Scope of the Study

In this thesis, here are the scope of the study:

- The type of illocution found in the slogan of flight company advertisements.

- The types of illocutionary that most often used n the slogan of flight company advertisements.

1.5 Significance of the Study

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1. To help the reader (in this context, the English Student) to get clear interpretation about

the slogan of flight company advertisements..

2. To help student of English department to know more about the illocution and to the

reader who read the advertisements.

Moreover, this thesis can make the reader knows more about the advertised services, slogan, and

branding image by knowing their indirect messages in their slogan of advertisements.

1.6 Method of the Study

In this thesis, the writer appliesqualitative method by collectingand analyzing the data

related to the topic. Data are collected using library research of related books and internet

websites fromSeptember until October 2015. After data are collected, the data will be selected

and analyzed using applied descriptive analytic method. After that, the writer concludes the

research.

1.7 Review of Related Literature

In writing this thesis, The writer reads some books and uses some descriptions of linguist to

support this analysis:

Goshgarian (1977) describes the difference between advertising language to other languages.

He said that advertising language is different from most of the other languages that we use in our

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clever yet cautious combination to achieve a special objective, separating people from their

money.

Burke (1980:6) states that advertising is a sales message, which is directed on mass audience

that views through persuation language to sell goods, services, or ideas on behalf of the paying

sponsor.By reading that, we can conclude that there are special manipulated words in the slogan

of advertisement used persuasively related with the illocutionary speech acts is the nation of te

consequences or the effects, such acts have the effects on the action, thought, believes of the

hearers.

There are some thesis that analyze pragmatics in advertising also before. One of them is “An Analysis of Presuppositions in Newsweek Advertisement Slogan” by Try Reza Essra year

2011.That thesis is also used descriptive qualitative method to analyze the data of Newsweek advertisement. Obviously, eventhoughtEssra’s thesis describes about pragmatics, but it is only

focused on the presupposition in Newsweek advertisement which is a good reference for the student to understand pragmatics. Also “Perlocutionary Acts on English Advertisement”

(unpublished research) by Dra. Roma AyuniLoebis, M.A year 1999, which is a good reference

for perlocutionaryspeech act found in English advertisement. Meanwhile, I make this thesis is more focused on the illocutionary to get the correct interpretation of it.

CHAPTER II

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2.1 Pragmatics

Yule (1996:3) explains that pragmatics concern with some areas. They are:

Pragmatics is concerned with the study of meaning as communicated by a speaker (or writer)

and interpreted by a listener (or reader). It has, consequently, more to do with the analysis of

what people mean by their utterances than what the words or phrases in those utterances might

mean by themselves. Pragmatics is the study of speaker meaning.

This type of study necessarily involves te interpretation of what people mean in particular

context and how the context influences what it said. It requires a consideration of how speakers

organize what circumstances. Pragmatics is the study of contextual meaning.

This approach also necessarily explores how listeners can make inferences about what is said

in order to arrive at an interpretation of the speaker’s intended meaning. This type of study

explores how a great deal of what is unsaid is recognized as part of what is communicated. We

might say that it is the investigation of invisible meaning. Pragmatics is the study of how more

gets communicated than it is said.

Now, this perspective then raises the question of what determines the choice between the said

and unsaid. Closeness, whether it is physical, social, or conceptual, implies shared experience.

On the assumption of how close or distant the listener is, speakers determine how much needs to

be said. Pragmatics is the study of the expression of relative distance.

.Yule (1996:4) also distinguishes three fields of linguistics study to review it’s relationship with

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well-formed . This type of study generally takes place without considering any world of

reference or any user of the forms.

Secondly, he considers Semantics as the study of the relationships between linguistic forms and

entities in the world – how world literally connect to things. Semantic analysis also attemps to

establish the relationships between verbal descriptions and states of affairs in the world as

accurate (true) or not, regardless of who produces that description. Thirdly, he regards

pragmatics as the study of relationships between linguistic forms and the users of those forms.

In addition, as social individuals, people spend much of their time talking or interacting with

other people; for example when they are getting together with friends, workmates, or families

over meal time. These interaction involving utterances can be analyzed by pragmatics analysis to

find out the speaker’s intended meanings, the listener’s assumption or receptions regard with

some aspects such as who the speaker and the listener are, what relationship they have, and in

what context they are in when they interact.

The meaning gained from an utterance may differ from one to another person; it depends on the

mentioned aspects. For example, two friends, Maggie and James, are having a conversation

which may imply some things and infer some other things without providing any clear linguistic

evidence of ‘the meaning’ of what was being communicated.

John : “Cigarette?“

James : “It would make me cough all day“

John has to know that James has to attend the singing competition today as a participant to

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Here is another example of utterances in conversation which may often be heard, but what the

participants mean depend on the shared knowledge laid between the speaker and the listener.

A : “Hey, have you?”

B : “Yap, just yesterday

The meaning of the words in the examples is understood, literally, but not what is communicated

by the speaker and the listener. However, both the speaker and the listener seem to understand

each other as B answer A’s question without asking what does A mean with “have you?”

2.1.1 Scope of Pragmatics

Yule (1996:XII) describes the subject areas of pragmatics as follows:

A. Entailment

Yule (1996:25) states that entailment is something that logically follows from what is asserted in

the utterance. For example:

(1) Mary’s brother has bought three horses.

In producing the utterance (1), the speaker will normally be expected to have the presuppositions

that a person called Mary has a brother.. The speaker may also hold the more specific

presuppositions that Mary has only one brother and that he has a lot of money. In fact, all of

these presuppositions are the speaker’s and all of them can be wrong. The sentence in (1) will be

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bought three animals, somebody had bought three horses, and other similar logical

consequences.

Moreover, there are two types of entailments; one way entailment and two ways entailment.

One way entailment means that the sentences are not true paraphrases each other. For example:

(2) Harry saw a squirrel

(3) Harry saw an animal

If Harry saw a squirrel, then he necessarily saw an animal. But if he saw an animal, he could

have seen a squirrel, but not necessarily. It could have been a mouse, a cat, a tiger, a big

crocodile or else.

Meanwhile, two-way entailment means that the sentences are paraphrases of each other. For

example:

(4) Jane sits in front of Ann

(5) Ann sits behind Jane

Sentence (4) and (5) have meaning relationships between in front ofand behind. We have a

situation of two-way entailment between the sentences. These entences are paraphrases one to

another that it is also called two-way entailment.

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Deixis is a process wherby words or expression rely absolutely on context. It is a technical term

from Greek for one of the most basic things we do with utterance which means ‘pointing’

through language. For example:

(6) Jim: “I’ll put this here”

(The context is Jim is telling his wife that he is about to put the key of the house in the

kitchen drawer)

From sentence (6) it can be seen two deitic expressions – ‘this’ and ‘here’. These deitic

expressions are conventionally understood as the expressions of being ‘near speaker’.

C. Implicature

Yule (1996: 131) states that implicature is a short version of conversational implicature which is

defined as an additional unstated meaning in conversation. There is a basic assumption in

conversation that each participant (the speaker and listener) attempt to corporate to the exchange

of talk. People produce implicatures al the time ut are mostly unaware of it. For example, if some

asks, “Could you brush your teeth?” the listener does not usually answer “Yes,” instead they

perform the non-linguistic act of brushing teeth. In this case, although the speaker uses a form of

words that is conventionally a question , the listener can infer that the speaker is making a

request.

Here are two examples of implicature which implicate “I don’t like” and “I’m not going”:

(7) A: “Do you like the colour?”

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(The context is A and B are close friends and A knows well that B does not like red

colour)

Stating that “Red id red” in (7) is apparently both too informative (since people already know

that red is red) and not informative enough because B does not directly answer the question of A.

There may be some interpretations gained by anyone when hearing B’s answer, but since the

context is A knows that really does not like red, then B has given the answer of the question.

Thus, A understands that B does not like the colour they are talking about. B does not say that

she/he does not like the colour but she/he impies it.

For another example:

(8) A: “We’re going to the movie, are you going with us tonight?”

B: “My parents are visiting tonight.”

(The context is that A and B are good friends and A knows that B rarely meets her/his

parents who live out of the town).

In (8), B’s answer is not related with the question of A, because there is not any relationship

between the movie and B’s parents. However, since there is a shared knowledge between A and

B , then B has actually answered A’s question. A know that seldom meets her parents living out

of the town, so A must understand that B is not going with A because B must want to spend the

night with her/his family.

B does not say that she is not going to the movie with the other, but she implies it.

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Many linguist made their own certain classification of speech act based on careful examination.

Not many differences but bring some significance. The first linguist who defined the

classification was Austin. Austin (1962) distinguish between five classes by which all

performative speech acts could be classified according to what it is that the act of uttering is

meant to achieve. So, in essence, Austin set limitations as to the number of possible performative

utterance types. These utterance types were Verdictives, Exercitives, Commisives, Behabitives,

and Expositives.

Searle (1962), one of Austin’s students who also studied language, goes further than Austin in

providing not only the needed general framework for a theory of speech acts but also a richer

specification of the detailed structures of speech acts themselves. .

2.2.1 Types of Speech Act

In this thesis, types of speech act arebased on Searle explanation. The types of speech act are:

A. Locution

Locution a figure of speech a use of a word that diverges from its usual meaning, or a phrase with a specialized meaning not based on the literal meaning of the words in it such as

a metaphor, simile, or personification

Speech Acts locutions is a speech act that states something in the sense of saying or speech acts

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me that I should help him . Searle calls this speech act locutions dngan term follow- language

prepositions because this speech act is only concerned with meaning .

B. Illocution

Illocutionary act is a term in linguisticsintroduced by the philosopher John Austin in his investigation of the various aspects of speech act.I llocution in society it is very affordable

because it can change people’s point of view, mindset, and even reaction of something that they never think before.

Related with the nation of illocutionary acts is the nation of the consequences or the effects, such acts have the effects on the action, thought, believes of the hearers.

Here is Searle's classification for types of illocutions:

• Assertive

E.g. stating, claiming, hypothesizing, describing, telling, insisting,

suggesting, asserting, or swearing that something is the case : an illocutionary act that represents a state of affairs.

• Directive

•

: an illocutionary act for getting the addressee to do something.

E.g. ordering, commanding, daring, defying, challenging.

Commissive

E.g. promising, threatening, intending, vowing to do or to refrain from doing something

: an illocutionary act for getting the speaker (i.e. the one performing the

speech act) to do something.

• Expressive

E.g. congratulating, thanking, deploring, condoling, welcoming, apologizing

: an illocutionary act that expresses the mental state of the speaker about an

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• Declaration

E.g. blessing, declaring, baptizing, bidding, passing sentence, excommunicating

: an illocutionary act that brings into existence the state of affairs to which it

refers.

C. Perlocution

A perlocutionary act (or perlocutionary effect) is a speech act, as viewed at the level of its

psychological consequences, such as persuading, convincing, scaring, enlightening, inspiring, or

otherwise getting someone to do or realize something. This is contrasted with locutionary and

illocutionary acts (which are other levels of description, rather than different types of speech

acts).

Austin (1992) characterizes perlocutionary acts as an acts performed by uttering something; acts that produces certain effects on the hearer, acts that involving the effects of other acts.

Unlike the notion of locutionary act, which describes the linguistic function of an utterance, a

perlocutionary effect is in some sense external to the performance. It may be thought of, in a

sense, as the effect of the illocutionary act via the locutionary act. Therefore, when examining

perlocutionary acts, the effect on the hearer or reader is emphasized.

As an example, consider the following utterance: "By the way, I have a CD of Debussy; would

you like to borrow it?" Its illocutionary function intended might be to impress the listener, or to

show a friendly attitude, or to encourage an interest in a particular type of music.

In his 1992 study, Hitler: The Führer and the People, J. P. Stern, a professor of German

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Based on that, we can get a conclusion that locution, illocution, and perlocution are the point of view and mindset changing of publics for the idea that our bring linguistically.

2.3 Advertisements

The term advertising is closely related to marketing strategy. In marketing strategy, advertising

can be included into the promotional part. Advertising costs much money for paying the media,

which is selected. So, every company must be able to choose the right media to advertise their

product.

It is better for us to know the definition of advertising for further information and

understanding. There are so many definitions about advertising, but the writer chooses the simple

meaning of advertising which can be understood easily.

Burke (1980:6) states that advertising is a sales message, which is directed on mass audience that

views through persuasion language to sell goods, services, or ideas on behalf of the paying

sponsor.

2.3.1 The Type of Advertisement

Jefkins (1997;39) divides type of advertisements into seven types:

A. Consumer Advertisements

There are 3 types of goods in consumer advertisements, they are:

1. Consumer good is the goods which are sold repeatedly and people daily necessity.

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2. Durable goods is the goods are more expensive than consumer goods and more

endurable. Such as household, clothes, electronic devices.

3. Consumer service is services for security, prosperity, and entertainment. Such as

bank, hotel, restaurant, travel, insurance, healthy treatment.

B. Business to business Advertisements

The function of business to business advertisements is to promote the goods and

non-consumer service. It means that either advertiser or its target is called company. The advertised

product are those which are to be processed or are the elements of production such as advertising

of raw materials, components or spare part which taken from other company.

C. Trade Advertisements

Trade advertisement is addressed to distributors, big companies, agents, and exporters /

importers. This advertisement advertises products to be resold.

The function of trade prss is to give information to the traders or wealthy people about

products which are available to be resold by introducing new product or by reminding old

products along with any sales or promotions.

Mail service is usually used by company to promote their product. Another media which is

used trade advertisements are trade exhibition. But television is also used to promote.

D. Retail Advertisements

This advertisement has different character between trade advertisements and consumer

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supermarket or big shops. This kind of advertisement is located in all shopping center. There are

3 objectives of this advertisements, they are:

1. To make the company becomes popular

2. To sell the exclusive goods for certain shop

3. To sell shop’s stocks

E. Cooperative Advertisements

Cooperative advertisement is special for retail advertisements. Besides that, threr is another type

of cooperate advertisements, it is to join promotion.

F. Financial Advertisements

Generally, bank advertisements, insurance advertisements are financial advertisements. The

function of financial advertisements is to collect donation or to offer financial capital. Such as

insurance, stock seling, debenture, and pension donation.

Newspaper, especially business newspaper is usually used by financial advertisements. It uses

big area in a page because financial advertisements shows full information about all of company

plan to influence and made investor join them.

G. Recruitment Advertisements

The objectives of recruitment advertisements is to recruit employee candidate. This

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within it. Recruitment advertisements typically have a uniform layout and contain the following

elements:

• The job title heading and location

• An explanatory paragraph describing the company, including the Employer Brand

• A description of the position

2.3.2 The Media of Advertisements

According to Craven (1987:36), the media of advertisements is divided into two: print media

and broadcast media. Further, print media consist of newspaper, magazine, direct mail, outdoor

advertisements, and transit advertisements. Besides, broadcast media consist of television and

radio.

A. Printed Media

Newspaper is a regularly schedule publication containing news, information, and advertising,

usually printed on relatively inexpensive, low-grade paper nsuch as newsprint.

Magazine is a publication, generally published on a regular schedule, containing of variety of

articles. They are generally financed by advertising, by a purchase price, by pre-paid magazine

subscriptions, or all three.

In magazine advertisement, the advertisers usually use slogan and picture in their advertisement.

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religious, and other context as a repetitive expression of an idea or purpose. While advertising

slogan are short, often memorable phrases used in advertising campaigns. They are claimed to be

the most effective means of drawing attention to one or more aspects of a product.

Direct Mail is the most selective advertisements medium. It has to be supported by many

components, such as computer, modem, et cetera. But it still can be used as an option.

Outdoor Advertisements is essentially any type of advertising that reaches the consumer

while them outside the home. This is contrast with broadcast, print and internet advertising.

Transit advertisements standardize medium of another form of sign advertisements, which uses

public transportation facilities.

B. Broadcast Media

Television is one of the broadcast media, which is the most strong and powerful media that

well-known by public. It is certainly most expensive of the media.

International network (internet) also famous around the world as a largest media in publicity

and advertising. It is focusing on network users that given audio visual advertising besides

television.

Radio is another type of broadcast media, which has recovered from the losses inflicted by

television, by focusing on special segments of the population,. It is cheaper than using television

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2.4 Slogan

In

political, commercial, religious, and other context as a repetitive expression of an idea or

purpose. While advertising slogan are short, often memorable phrases in advertising campaigns.

They are claimed to be the most effective means of drawing attention to one or more aspect of a

product.”

So, the slogan is a simple motto or phrases which is easy to memorize to submit information,

influence, motivating, sensitize the others. Phrases in Wikipedia

(https://en.wikipedia.org/wiki/Phrase) isany group of words, often carrying a special idiomatic

meaning; in this sense it is roughly synonymous with expression. In linguistic analysis, a phrase

is a group of words (or possibly a single word) that functions as a constituent in the syntax of a

sentence—a single unit within a grammatical hierarchy. A phrase appears within a clause,

although it is also possible for a phrase to be a clause or to contain a clause within it.That which

distinguishes phrases of clauses and sentences . See some examples below this phrase :

o My black horse

o White Chocolate

o Huge Mountain

Based on that example, we know that slogan is a simple line that would be the main sentence

or purpose of idea that contained in commercial or non-commercial (social groups of

environment) advertisements. It can also only a simple phrase but the reader or hearer still can

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CHAPTER III

METHODOLOGY

3.1. Data Collecting Method

In this thesis,t_{he writer choose websites as the source of data because the writer assume} that the era of globalization will paced us to new civilization. Growth of technology nowadays

show that all of us in a transition period to enter digital era that can influence human civilization.

Therefore, the writer is interested in analyzing the slogan of flight advertisement that

available on websitesthe writer applies qualitative method by collectingand analyzing the data related to the topic. Data are collected using research of related books and internet websites

started fromSeptember until October 2015.

After data are collected, the data will be selected and analyzed using applied descriptive

analytic method. After that, the writer concludes the research.

3.2. Research Method

In accomplishing this thesis, the writer used qualitative research method. Bogdan and

Taylor (1975:5) define qualitative method as research procedure to gain the descriptive data

which is fulfilled with written or spoken language from a certain source that will be observed.

According to Moleong (1994:6)

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(“Descriptive becomes one of characteristics of qualitative method in which the data which is

collected is words /sentences and pictures. So, research report will contain quotations to provide

illustration of the report. The data can be a novel, dialogue interview, photos, videotape record,

personal document or other legitimate documents”).

Besides that, some information are searched through related literature and internet websites.

3.3 Data and Source of Data

There are 11 slogan of advertisements as the data and also source of data that collected from

internet from September until October 2015:

3.4 Methods of Data Analysis

No Slogan Product Source

1. “We Make People Fly” Lion Air 2. “Great Way to Fly” Singapore Airlines

3. “The Airline of

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The steps in collecting and analyzing the data are:

1.Collecting the data about illocutionary speech act.

2. Compiling and reading the slogan offlight advertisements.

3. Classifying and analyzing the types ofillocution from the slogan of flight advertisements.

4. Writing the percentage of the data (quantity of certain type of illocutionary divided by

quantity of all data x 100).

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CHAPTER IV

THE FINDINGS AND ANALYSIS

4.1 Data Findings

From the data collected, it is found 11 flight advertisement slogans; there are 4 assertive

illocution or 36,37% of the findings, 3 directive illocution or 27,28% of the findings, 2

commissive illocution or 18,19% of the findings, 1 declaration illocution or 09,10% of the

findings, 1 expressive illocution or 09,10% of the findings. The data can be seen in the table

below:

No Slogan in Advertisements Type of Illocutionary

1. “We Make People Fly” Commissive (promising)

2. “Great Way to Fly” Assertive (claiming)

3.. “The Airline of Indonesia” Declaration

4. “Your Flying Partner” Commissive (promising)

5. “Just Relax, Your Home in The Air” Directive (ordering)

6. “ Now Everyone Can Fly“ Assertive (stating)

7. “Great People to Fly With” Directive (challenging)

8. “Enjoy Simplicity” Expressive (congratulating)

9. “Trust Us to Fly” Directive (commanding)

10. “The Spirit of Riau” Assertive (claiming)

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4.2 Data Analysis

1. “We Make People Fly” (Lion Air)

The slogan “We Make People Fly” has illocution because it is build by group of words that

has ability to change the consequences, interpretation, and thought of the readers based on the

context of advertisement. The context here is to promote a product in marketing strategy. In

analyzing the words“We Make People Fly”on that slogan, clearlyshows that the first person

isgetting to do something to partner of speech. The advertiser have made people fly, and then

will make it again by their services of flight. From that slogan, the type of illocutionary

categorized as commisive illocution.

According to Searle’s theory, commisive illocution is an illocutionary for getting the speaker

(or the first person, in this case, writer) to do something in the future. Searle and Vanderveken

(1985).sayscommisive illocution point is the first person committing to bring about the state of

affairs described in the propositional content of the utterance.

In normal situation, the meaning from that slogan is to tell people that ‘we’ in that slogan

according to Lion Air, can make people fly. But illocutionally in advertising situation, from the

words ‘make people fly’, the advertiser committing that ‘fly’ is that easy to do when the reader

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In comprehensive, illocutionally that slogan means that the company of advertiser want to

persuade people (prospective customer) to use their services ‘ability’ and preciseness among

many options of flight company services.

2. “A Great Way to Fly” (Singapore Airlines)

The slogan “A Great Way to Fly” has illocution because it is consist of many words that has

ability to change the consequences and thought of the readers based on the context of

advertisement.Pragmatics, like mentioned before, is the study of language speaker to

communicate more than it is said. It deals with the ways we reach out goal in communication.

Yule (1996) says that pragmatics is concerned with the study of meaning as communicated by a

speaker (or writer) and interpreted by reader (or listener). The context here is to promote a

product in marketing strategy.

Assertion of advertiser’s can we see in this slogan of advertisement. The advertiser claiming

that their ‘way’ to fly is great. Searle says that assertive is an illocutionary act that represents

astateofaffairs. For example: stating, claiming, hypothesizing,

describing,telling,insisting, suggesting, asserting, or swearing that something is the case.

In the normal situation, interpretation of this slogan is to tell people that the advertiser knows

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way to fly. But illocutionally, in advertising situation, the advertiser wants to persuade the

prospective customer of their flight services to experience their facility and service in this

company.The advertiser claim that their way to fly is great. In conclusion, “A Great Way to

Fly” is classified as assertiveillocution that claimed great way to fly is flying with Singapore

Airlines.

3. “The Airline of Indonesia” (Garuda Indonesia)

This slogan has illocution because it is build by group of words that has ability to change the

consequences, interpretation, and thought of the readers based on the context of advertisement.

The context here is to promote a product in marketing strategy. Declaration of advertiser can we

see in ‘Airline of Indonesia’because it is absolutely not a one-sided claim or commit. The word

‘Airline’ is a fact. A real condition. They do not uses ‘The Spirit’ or ‘The Maestro’ which is only

one-sided claim for business purposes.

As a well-known flight company from Indonesia, this slogan want to declare the origin

identity of them to the people or prospective customer. Refers to Searle’s theory of speech act

that declaration: an illocutionary act that brings into existence the state of affairs to which it

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excommunicating. From that, we can conclude the type of illocutionary categorized as

declaration illocution.

Illocutionally, in advertising condition, if people read this slogan on the internet , The words

‘Airline of Indonesia’ shows super authentic indentity that belongs to this flight company. It can

influence the reader have a will to use this company services in their personal or business flight..

Based on that declaration, slogan ‘The Airline of Indonesia’illocutionally means that the

company of advertiser want to make people want to feel also the identity of Indonesian flight

company hospitality.

.

4. ‘Your Flying Partner” (Sriwijaya Air)

“Your Flying Partner” from Sriwijaya Air has illocution because it is consist of words that has

ability to change the consequences, interpretation, and thought of the readers based on the

context of advertisement. The context here is to promote a product in marketing strategy.

According to Searle’s theory; commissive: an illocutionary act for getting the speaker (i.e. the

one performing the speech act) to do something. In analyzing the words“ Your” and

“Partner”on that slogan, clearlyshows that the advertiser comitting that they will be a partner of

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the advertiser to trust their flight to this company (illocution represent a commit to the second

person, one of the example is committing something). From that described point, the type of

illocutionary categorized as commissive illocution.

In normal situation, the meaning of that slogan is to tell in fly you may have a patner., But

illocutionally in advertising condition, if people read this slogan, they will have a new option to

decide who is their “partner” or trusted flight company for their personal flight.

5. “Just Relax, Your Home in The Air” (Eva Air)

Slogan “Just Relax, Your Home in The Air”has illocution because it is consist of group of

words that has ability to change the consequences and interpretation of the readers based on the

context of advertisement. The context here is to promote a product in marketing strategy.

The order of advertiser can we see in this slogan of advertisement from the words “Just

Relax”. This slogan classified as directive illocutionbecause the advertiser ordering the partner

of speech (in this case, prospective customer) to relax because Eva Air, as a flight company

provides services that so comfortable just like home. Based on Searle’s theory that directive is an

illocutionary act for getting the addresseetodosomething. For example: ordering, commanding,

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In normal situation, we interpreted our home is really in the air or in the sky. But

illocutionally in flight advertisement context, the advertiser want to make the prospect consumer

understanding that trustworthy, capability, and comfort is number one priority of Eva Air flight

company. So the prospective consumer needs no worry or doubt anymore to Eva Air.

6. “Now Everyone Can Fly” (Air Asia)

The slogan “Now Everyone Can Fly”has illocution because it is consist of group of words that

has ability to change the consequences and interpretation of the readers based on the context of

advertisement. The context here is to promote a product in marketing strategy. In the other

words, to persuade and change people thought about their company.

Statement of advertiser can clearly seen in this slogan of advertisement. From the words

“Now Can Fly”, the advertiser give a simple good news to the “Everyone” that refers to

prospective consumer. This slogan classified as assertiveillocutionbecause the advertiser give a

statement or telling the partner of speech (in this case, prospective customer) that now everyone

can fly. Searle says that assertive is an illocutionary act that represents astateofaffairs. For

example: stating, claiming, hypothesizing, describing,telling,insisting, suggesting, asserting, or

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In normal situation, we interpreted that from the first time we hear that statement, we can

actually fly like a bird. But illocutionally, in flight advertisement context, the advertiser want to

make the prospect consumer understanding that everyone now is possible fly because of the low

price of Air Asia promo ticket because before that people think doing a flight was expensive.

7. “Great People to Fly With” (Pakistan International Airlines)

Slogan “Great People to Fly With” from Pakistan International Airlines has illocution

because it is consist from group of words that has ability to change the consequences and

interpretation of the readers based on the context of advertisement. The context here is to

promote a product in marketing strategy.

In classifying this slogan, we refers to Searle’s theory. According to Searle. Directive is an

illocutionary actfor getting the addressee to do something for example: ordering, commanding,

daring, defying, challenging.

The word “Great People” is use to challenge people by prestige. So the the advertiser trying

to creating image that everyone who fly with Pakistan International Airlines are great people.

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Therefore, the slogan classified as directive illocution (advertiser want to make people do

something such as being their services customer by challenging them)

In normal situation, we interpreted that there is something great people to fly with. But

illocutionally, in flight advertisement context, the advertiser want to make the prospect consumer

understanding that their company dedication, quality, and, prestige is so lux but still worth.

8. “Enjoy Simplicity” (Citilink)

Slogan “Enjoy Simplicity”has illocution because it is consist of group of words that has

ability to change the consequences and interpretation of the readers based on the context of

advertisement. The context here is to promote a product in marketing strategy.

This slogan shows simplicity also just like it is write. Based Searle’s theory, expressive is an

illocutionary act that expresses the mental state of the speaker about an event presumed to be

true.For example: congratulating, thanking, deploring, condoling, welcoming, apologizing. We

can see at whole sentence that the advertiser express their thanks supposed like the reader of this

advertisement is the old customer of them. It is classified as expressive illocution.

Supposed that if we buy a foods or beverages, the servant usually says “Enjoy Your Meal!”.

The same technique of marketing also used in this Citilink slogan. They make their hospitality as

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In normal situation, we interpreted someone pleased us to enjoy the simple life. But

illocutionally, in flight advertisement context, from the the word “Simplicity” the advertiser

want to their customer forget our worries about complicated procedure of flight. With

“Simplicity” the advertiser convince the prospective customer to choose their company services

for the precise reason.

9. “Trust Us to Fly” (Batavia Air)

Slogan “Trust Us To Fly”has illocution because it is consist of group of words that has

The command of advertiser can we see in this slogan of advertisement from the words “Trust

Us”. This slogan classified as directive illocutionbecause the advertiser commanding the partner

of speech (in this case, prospective customer) to trust Batavia Air as their trusted flight company.

Batavia Air directly shows their conficendence as representative airlines to reduce flight

prospective consumers intrustworthy. Directive, according to Searle’s is an illocutionary actfor

getting the addressee to do something for example: ordering, commanding, daring, defying,

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Illocutionally, in flight advertisement context, the advertiser want to make the prospect consumer

realize that Batavia Air is credible and trustworthed to be airline for the prospective customers

among any other airline. Batavia Air uses directive command to convince their people.

10.“The Spirit of Riau” (Riau Airlines)

Slogan “The Spirit of Riau” has illocution because it is consist of group of words that has

The advertiser claim that Riau Airline is the spirit of Riau we see in this slogan of

advertisementfrom the whole slogan. This slogan classified as assertive illocutionbecause the

advertiser ordering the partner of speech (in this case, prospective customer) to convince people

their flight company is the origin identity of Riau. It is literally not classified as declaration

because the words “Spirit of” is only one-sided claim for the company. There is no proof what

the “Spirit” actual means is. Searle says that assertive is an illocutionary act that represents

astateofaffairs. For example: stating, claiming, hypothesizing,

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In normal situation, we interpreted that this is the slogan of tourism. But illocutionally in

flight advertisement context, the advertiser want to claim to change the people thought about

their flight company and finally make a decision to feel the real identity of Riau. Meanwhile, the

word “Spirit” is just a claim for business approach.

11.“Fly is Cheap” (Wings Air)

)

The slogan “Fly is Cheap”has illocution because it is structured by group of words that has

advertisement.

Searle says that assertive is an illocutionary act that represents

astateofaffairs.Forexample:stating, claiming, hypothesizing,

describing,telling,insisting, suggesting, asserting, or swearing that something is the case. The

statement of advertiser can clearly seen in this slogan of advertisement. From the words “Fly is

Cheap”, the advertiser give a simple announcement to their prospective consumer. This simple

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exprensive. This slogan classified as assertive illocutionbecause the advertiser give a statement

or telling the partner of speech (in this case, prospective customer) that fly is not expensive.

In normal situation, we interpreted that from the first time we see or hear that statement, we

can fly with low budget. But illocutionally, in flight advertisement context, the advertiser want to

make the prospect consumer realize that Wings Air is the best choice of flight company if you

have low budget while you have to do a flight for certain reason. The word ‘fly’ and ‘cheap’ is a

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CHAPTER V

CONCLUSIONS AND SUGGESTIONS

5.1 Conclusions

Having analyzed the data of this analysis, it is concluded that all types of illocutionary speech act

proposed by Searle are found in 11 slogan of flight advertisements on internet. It is also

conclude that all utterances or sentences have illocutionary act as the hidden interpretation of

what they (advertiser) means.

From the analysis of the data, it is found 4 assertive (36,37%); which is concludes that this

kind of illocutionary act most often used to derive the marketing of the advertisement, 3

directive (27,28%)the second mostly used in the whole sample of data, 2 commissive(18,19%);

means that some of the advertiser prefer to make people wait their commit to prospective

consumers, 1 declaration (09,10%); means that declarating way also used in slogan of flight

advertisement, and 1 expressive (09,10%); means by expressing sentence also relatively can

promote flight company servise to get more prospective customers .

5.2 Suggestions

It is suggested to those who are interested in studying illocutionary speech act to make other

illocutionary analysis from the data in this thesis such as assertive, expressive, directive,

commissive, and declaration. It is also suggested for the student who are in interested to observe

illocutionary for the specific type of advertisement that advertised in English on international

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I also hope lecture of English Departement could explain more clearly about speech act and

illocutionary. Especially, to make students easy to understand of absurd illocutionary and avoid

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