SPEECH FUNCTION ON THE CAMPAIGN BILLBOARD FOR ELECTING THE REGENT OF DELI SERDANG REGENCY YEAR 2013-2018.

SPEECH FUNCTION ON THE CAMPAIGN BILLBOARD FOR

ELECTING THE REGENT OF DELI SERDANG REGENCY

YEAR 2013-2018

A THESIS

Submitted to the English Department of UNIMED Medan In Partial as Fulfillment of the Requirement for

The Degree of Sarjana Sastra

BY

Irwan Saputra

Registration Number: 2102220006

ENGLISH AND LITERATURE DEPARTMENT

FACULTY OF LANGUAGES AND ARTS

DECLARATION

I have familiarized myself with the University’s Policy on Academic integrity. Except where appropriately acknowledged, this thesis is my own work, has been

expressed in my own words, and has not been previously been submitted for

assessment.

I understand that this paper may be screened electronically or otherwise for

plagiarism.

Medan, July 2014

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ACKNOWLEDGEMENT

First and foremost, the writer would like to express his deepest gratitude to Allah SWT, the Almighty and the Most Beneficial for His Blessing, Grace, Guidance, and Mercy that have been given to the writer until this thesis could be completed. This thesis has been written in partial fulfillment of the requirements for the degree of Sarjana Sastra (S.S.) at English and Literature Department, Faculty of Languages and Arts, State University of Medan.

In the process of accomplishing this thesis, many people have shown their care and assistance, therefore, the writer would like to express his gratitude and special thanks to:

 Prof. Dr. Ibnu Hajar Damanik, M.Si., Rector, State University of

Medan.

 Dr. Isda Pramuniati, M.Hum., Dean, Faculty of Languages and Arts and

Vice Dean I, II, and III and all administrative staffs.

 Prof. Dr. Hj. Sumarsih, M.Pd., the Head of English and Literature

Department and also as his Thesis Examiner; Rika, S.Pd., M.Hum., Secretary of English and Literature Department; Dra. Masitowarni

Siregar, M.Ed., Head of English Education Study Program; Dra. Meisuri, M.A. Head of English Literature Study Program.

 Dra. Rahmah, M.Hum. his Thesis Consultant. Drs. Lidiman Sahat Martua Sinaga, M.Hum. his Academic Supervisor and also Thesis

Examiner, and Drs. Bachtiar, M.Pd. as the thesis examiner, the writer is also very grateful to all Lecturers who have taught, guided, and advised him throughout the academic years.

 His special sincere gratitude goes to his wonderful beloved parents (Allah Swt. blesses them), his lovely father Amir Syam, and his mother Nur

Aini, for their endless love, mental and financial support, understanding,

spirit, motivation, and the main part, prayers, during the writer’s whole life.

 His thankfulness is also directed to his seniors in Students’ Council of English and Literature Department (HMJ BSI Unimed), Dedi Sanjaya,

Azhar Aziz Lubis, Budiyanto, Benny Ichsanda, Faisal Hakim, Sukma Septian, for their guidance, spirit, and motivation in the organization and

campus daily life. He thanks you all so much.

 All his best friends, Husein, Yusuf, Muis, Zahrina, Devi, Kiki, Bintang,

Desi, Dona and also his dear brothers and Sisters in HMJ BSI Unimed,

thank you so much for every single smile, laugh, tear, help, struggle that we have passed and for sweet and happy memories we shared together.

 All his classmates in Sastra A 2010 who cannot be mentioned one by one that conquered the lectures and shared knowledge, ideas, and bitter-sweet of campus life together and have been cooperatively in supporting the writer as the class monitor.

iii

The writer realizes that the content of his thesis is still far from being perfect, but he warmly welcomes any constructive suggestions that will improve the quality of this thesis. He also hopes it would be useful for those who are interested in this field of study.

Medan, The writer,

Irwan Saputra

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LIST OF TABLES

Page

Table 2.1 Cross-Classifying of Speech Function. ... 11

Table 2.2 Speech Function as Statement... 12

Table 2.3 Speech Function as Question. ... 12

Table 2.4 Speech Function as Offer ... 13

Table 2.5 Speech Function as Command ... 13

Table 2.6 The Scheme of Mood Structure of Clause ... 14

Table 2.7. Realization of Speech Funtion in Mood Structure of Clause. 15 Table 4.1 The Number of The Types of Speech Function in Each Candidate’s Billboard.. ... 29

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LIST OF FIGURE

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LIST OF APPENDICES

Page APPENDIX I The Analysis of Speech Function in The Billboards of

Electing The Regent of Deli Serdang Regency Year 2013-2018.... ... 43

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1

CHAPTER I

INTRODUCTION

A. Background of The Study

In an ordinary living, people live using language constantly. In The theory

of Systemic Functional Linguistics (SFL), every language used by people has its

own meaning. For SFL, the language is a „system of meaning‟, in other words a

language consists of a set of system, which offer the speaker or writer an

unlimited choice of ways of creating meaning. So when people use the language

to make meaning, they do so in specific situations, and the form of the language

they use in discourse is influenced by the complex aspect of those situations

(Bloor, 2004: 2-4).

Saragih (2013) stated that nobody can live harmoniously in the society

without the acts of giving and asking or demanding for something in interactions.

There are three factors necessitating human being to be interactive in lives: 1)

Human beings are social creatures and social beings and therefore they cannot live

isolated, 2) nobody can fulfill his or her needs completely by himself, 3) among

the living creatures only human beings are destined (by god) to store the

information and pass the information from one human being to others and pass it

on from one generation to the next generations.

Indeed, the appropriate theory is needed to analyze the meaning of

language. In analyzing the meaning of a clause in a dialogue, it can be done by

theory of interpersonal metafunctions, specifically cross-classifying these two

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four basic „moves‟. These four basic move types are statement, question, offer and

command as what Halliday refers to speech function (Eggins, 2004: 145).

Appropriately, in the theory of speech function, the clause is organized as an

interactive event involving speaker or writer and audience.

Speech function can be defined as the way speaker or writer conveys his

idea in order to make listener or reader understanding the idea. As stated by

Martin (1992) that speech function is a semantic aspect of meaning which is

realized by mood at level of lexicogramar. So, through speech function, the

speaker or writer can determine the moods of his speech that are coded by the

three moods namely declarative, interrogative, and imperative.

In talking about meaning of languages, it cannot be detached by the using

of mass media as the conveyor of language from a speaker or writer towards the

audiences. It should be known consciously that media convey the ideologies,

perceptions, opinions and others through languages (Sobur, 2004: 111). Actually,

media is placed in the middle of social reality that full of self-interests, conflicts

and variation of facts (Sobur, 2004: 29-30).

Nowadays, the using of mass media as the medium of the political

campaign is one of the favorite strategies used by political candidates to socialize

them and draw sympathy of the people as voters. According to Mc Nair in Hamad

(2004: 1) the functions of the mass media in political communication can be a

transmitter of political messages, as well as a sender of political messages made

3

In designing a political advertising through mass media, the political

candidates follow the four of moves such as giving or demanding information and

good-service through a statement or offer and command or question. Those

meanings will influence public‟s perception especially voters to choose the

candidates. Perception according to Effendy in Triastari (2011: 37) is the sensory

of an impression that emerge in environment, and that is influenced by an

experience, habits, and needs. So creating a political advertising in the mass

media, people who read and observe the billboards will have their own perception

toward the candidates, and the perception that determines whether people will

choose that candidate or not.

Recently, “the war of billboard” as the medium of the political campaign

has been just occured in election of the Regent of Deli Serdang regency, North

Sumatra. There are eleven pairs of candidates that have made their own variation

of billboard using language varieties to socialize them and draw sympathy of

voters. The election has been done on the 29 October 2013 in all area of Deli

Serdang, North Sumatra. There are two pairs of candidates that got the highest

votes, namely Ashari Tambunan – Zainuddin Mars (AZAN) and Tengku Akhmad

Thala‟a – Hardi Mulyono (ABDI).

Reference with this case, the writer aims to do research on the speech

function on the billboards made by candidates of the regent of Deli Serdang

regency year 2013-2018. Since candidates have their own style to socialize

themselves and draw sympathy of voters through their campaign billboard.

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through mass media will express the appropriate language to socialize themselves

and draw sympathy of the people as voters.

B. The Problems of The Study

In this case, the problems of the study are formulated as in the following:

1) What types of speech function are used in the billboard of electing the

regent of Deli Serdang regency year 2013-2018?

2) What type of speech function is the most dominant in the billboard of

electing the regent of Deli Serdang regency year 2013-2018?

C. The Objectives of The Study

Based on the problems of the study above, therefore the objectives of the

study is to find out:

1) The types of speech function are used in the billboard of electing the

regent of Deli Serdang regency year 2013-2018.

2) The type of speech function is the most dominant in the billboard of

electing the regent of Deli Serdang regency year 2013-2018.

D. The Scope of The Study

For facilitating, the scope of the study will be limited on the use of speech

function in the billboard of electing the regent of Deli Serdang regency year

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E. The Significances of The Study

Theoretically, from this study is expected to develop a linguistic analysis of

the speech function, especially the use of speech function on political advertising.

Meanwhile practically, the political candidates or the advertisers are expected to

be able to choose the right languages used in the mass media in order to stimulate

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CHAPTER V

CONCLUSIONS AND SUGESTIONS

A. Conclusions

After analyzing the data, the conclusions can be drawn as the following:

1) There are three kinds of speech function that are used in the billboard

of electing the regent of Deli Serdang regency year 2013-2018,

namely offer, statement, and command. And there are two types of

typical mood in the clause, namely declarative moods and imperative

moods.

2) The most dominant type of speech function that is used in the

billboard of electing the regent of Deli Serdang regency year

2013-2018 is statement. Meanwhile the most dominant type of typical mood

in the clause is declarative moods.

B. Suggestions

The suggestions that are given by the writer relate to this topic namely:

1) It is suggested for the advertiser especially for the campaign billboard

maker to learn more about speech functions and how to apply it in the

context of situation relate to the billboard that he makes. The most

important, the advertiser should determine the appropriate speech

function that suitable with the characteristic of the good campaign

billboard namely: 1) socialization and reminding of symbol, number

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time. So, the advertiser can use the speech function in the clause

correctly.

2) As this study deals with campaign billboard, other researcher are

suggested to conduct further studies on the use of speech function in

other billboard such as governmental billboard, commercial billboard,

and others. So, the knowledge and references about this study will be

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