SPEECH FUNCTIONS USED IN BILLBOARD TEXTS
A Thesis
Submitted to the English Applied Linguistics Study Program in Partial Fulfillment of the Requirements for the Degree of
Magister Humaniora
By:
MUHAMMAD HASYIMSYAH BATUBARA Registration Number: 8116111013
ENGLISH APPLIED LINGUISTICS STUDY PROGRAM POSTGRADUATE SCHOOL
SPEECH FUNCTIONS USED IN BILLBOARD TEXTS
A Thesis
Submitted to the English Applied Linguistics Study Program in Partial Fulfillment of the Requirements for the Degree of
Magister Humaniora
By:
MUHAMMAD HASYIMSYAH BATUBARA Registration Number: 8116111013
ENGLISH APPLIED LINGUISTICS STUDY PROGRAM POSTGRADUATE SCHOOL
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ABSTRACT
Batubara, Muhammad HasyimSyah. Reg. No 8116111013. Speech Functions Used in Billboard Texts. A Thesis, English Applied Linguistics Study Program, Post Graduate School, State University of Medan, 2013.
ii ABSTRAK
Batubara, Muhammad HasyimSyah. NIM. 8116111013. Speech Functions in Billboard Texts. Tesis, Program Studi Linguistik Terapan Bahasa Inggris, Sekolah Pascasarjana, Universitas Negeri Medan, 2013.
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ACKNOWLEDGEMENTS
First and foremost, the writer would like to express his greatest gratitude to Allah SWT, the Almighty that has given him the ability, health, and safety to finish this thesis completely.
In completing this thesis, the writer would like to express his biggest debt is therefore to some persons. They are:
First, the writer would like to record his gratefully acknowledge to Prof. Dr. Busmin Gurning, M.Pd as the Head of English Applied Linguistics, Dr Anni Holila Pulungan M.Hum as the Secretary of English Applied Linguistics in UNIMED and as the first advisor of the writer who has kindly assisted him in guiding, direction, revising and correcting the systematic or the concept of this thesis and also the writer would like to record his gratefully acknowledge to Prof Dr. Lince Sihombing M.Pd, Prof. Amrin Saragih, Ph.D., M.A, as the second up to Green Table Examination. God bless them.
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valuable knowledge during the study in English Applied Linguistics of Postgraduate School in the State University of Medan (UNIMED).
Fourth, the writer also would like to express his thanks to Sellers in pasar tradisional padangsidimpuan and Kepala Dinas Pasar padangsidimpuan for their helping and support and to provide the time and the chance during conducting this study.
Fifth, to his beloved parents; Samaruddin Siagian (ALM) and Limbayung Harahap (ALM) and his beloved sister and brother; Hotmasari Siagian, Muksin Siagian S.Sos, Masrohaya Siagian Am.Kes for their supports and advices to him until he finished this thesis.
Next, to his beloved wife Novalia Kasturi Pulungan S.Pd and his beloved twin daughters Naylah Anzannah (Kakak) and Azizi Dien (Adek) boru Siagian for their atmosphere, patience and support to let him continue his study until he finished this thesis.
Finally, the writer has lost his wise words to pray to Allah SWT, to give them proper reward. Amin.
Medan, May 12th 2012 The Writer,
Muhammad HasyimSyah BatuBara
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2.1 Systemic Functional Linguistics (SFL)... 8
2.2 Metafunction ... 9
2.3 Interpersonal Meaning ... 10
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2.6 Advertisement ... 26
2.6.1 The Definition of Advertisement ... 26
2.6.1.1Commercial Advertisement... 27
2.6.1.2Non-Commercial Advertisement... 28
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CHAPTER IV : THE DATA, DATA ANALYSIS, FINDING&DISCUSSION…. 47
4.1 The Data ... . 47
4.1.1 Types of Speech Functions in Commercial Billboard Texts... 49 general commercial billboard texts... 52
4.2.1.1Types of Speech Functions in Cigarettes…… 56
4.4.1.2 Speech Functions in Banking Commercial Billboard Texts.... 81
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4.4.1.4 Speech Functions in
Automotives Commercial Billboard Texts 86
4.4.1.5 Speech Functions in Furniture Billboard Texts……...…... 87
4.4.1.6 Speech Functions in Daily Needs Billboard Texts…... 89
CHAPTER V: CONCULUTION AND SUSSESTION………... 90
5.1 Conclusions ... ... 90
5.2 Suggestions ... ... 91
REFERENCES ……….. 92
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LIST OF TABLES
Table Page
Table 2.1. Speech Role and Commodities in interaction ... 14
Table 2.2. Speech Function as a Statement ... 16
Table 2.3. Speech Function as a Question ... 17
Table 2.4. Speech Function as a Offer ... 18
Table 2.5. Speech Function as a Command ... 19
Table 2.6. Speech Functions and Responses ... 20
Table 2.7. The example of Subject and Finite on Mood ... 23
Table 4.1. The Total Percentage of the Commercial Billboard ... 47
Table 4.2. Types of Speech Functions in All Commercial Billboards 52
Table 4.3. Types of Speech Functions in Cigarettes ... 56
Table 4.4. Types of Speech Functions in Banking ... 60
Table 4.5. Types of Speech Functions in Electronics ... 63
Table 4.6. Types of Speech Functions in Automotives ... 65
Table 4.7. Types of Speech Functions in Furniture ... 69
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LIST OF FIGURE
Figure Page
Figure 2.1 Realization of Speech Functions in Mood ... 20
Figure 2. 2 System Network of Mood ... 24
Figure 2.3 Examples of Traditional Billboard ... 36
Figure 2.4 Examples of Mechanical Billboard ... 36
Figure 2.5 Examples of Mobile Billboard ... 37
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LIST OF PIE DIAGRAMS
Pie Diagram Page
Pie Diagram 4.1 The total Percentage of the Commercial Billboards ... 48
Pie Diagram 4.2 Propositions of Speech Functions in General Commercial Billboards ... 53
Pie Diagram 4.3 Propositions of Speech Functions in Cigarettes ... 57
Pie Diagram 4. 4 Propositions of Speech Functions in Banking ... 60
Pie Diagram 5.5 Propositions of Speech Functions in Electronics ... 63
Pie Diagram 4.6 Propositions of Speech Functions in Automotives ... 66
Pie Diagram 4.7 Propositions of Speech Functions in Furniture ... 69
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CHAPTER I INTRODUCTION
1.1 The Background of the Study
In this ICT (Information and Communication Technology) dimension, the advancement of technology has touched almost the ways one observes things in the community which have a great impact on the taste and influence in the choice of life. Society has changed the values of life and technology has also challenged and pushed the life style. This is specifically observed from the view point of marketing strategy where a language is being used in different styles and functions in order that people get stuck on the minds. At the end, it changes the perception and reacts accordingly. Language with its very potential role can influence one’s way of thinking because it is used as a means of communication
and through which the information can remain deep in one’s mind. Here lies the power of language.
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something to certain situation. Actually, when the language is used to people daily need, the notion of language function known as Systemic Functional Linguistics (SLF) is started.
The SFL is defined as the process of gathering meaning from everyday linguistics interaction Halliday (1978). It means that the language is able to provide a very useful descriptive and interpretative framework for viewing language as a strategic, meaning making resource not only linguistic meanings but also meaning related to various aspects of the social system in society. It means that the meaning will be earned from communication in one society, if people in the society use the function the language to represent idea, organizes idea, or exchange their experience in that society known as metafunction of language.
In metafunction of language, the function is categorized into three point’s namely ideational, interpersonal and textual function. In this case, the research done is only on interpersonal function because it is highly frequent seen in the society. Thus, the more understanding of interpersonal function one has, the better way one has in order to develop social relationship to interact with others.
The process of understanding one’s utterance through interpersonal
function is done by realizing the speech functions whether statement, question, offer, command. It is because the four speech functions will directly guide people as listeners or viewers in catching the meaning from one statement in communication. For example: when one says “listen to me!” It guides them that it
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speech function at the previous. Thus, that is why the researcher thought that is important to do research on interpersonal function especially from the speech function point of view.
In fact, there are so many examples which are able to be used as the object of this research but this research attempt to do that on advertising. There is interesting one to be researched on the language of advertisement about how the language is able to be very powerful to influence the viewers’ mind only by using
limited words which is arranged ungrammatically.
Moreover, advertising is always seen in daily activity of people in all day long. Thus, it acts as an unavoidable fact of life in today’s consumer societies
because it is also seen in everywhere – on television, radio, newspapers, magazines, in mailboxes, on trains and buses and now, of course, on the internet, and billboards.
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In addition, billboards as one of the forms of a means of communication offer great promises to the consumers through the informative and persuasive messages which offer extraordinary products to the consumers at large in trying hard to fulfill their needs and the easy catchment places to get them with the best quality and service so as to amuse the consumers. As an advertisement media which is placed outdoors in strategic position as a promotion propaganda, billboards are a form of high quality outdoor advertising with their big size expose placed in a bit high at popular or busy sites. The development of the digital era has given the use of technology which turns to digital billboard and place in cars much becomes mobile digital billboard.
Thus, it is realized that billboard is the most effective media to promote a product among those media used by a company. Moreover, there is a phenomenon of billboard that is its ability to hypnotize the viewer only in six seconds so that the viewers catch the meaning event they are driving Baack (2007:249). It means that there is challenging questions about how the language used in billboard so that it can hypnotize and why it can hypnotize the mass. Actually, those questions will be able to be answered if it is connected with linguistics. It is because what is served on the billboards is a text containing language use. Thus, that is the reason why this research of advertisement is done on linguistics area especially in speech function namely statement, question, offer, command (for example: Panasonic ideas for life, What news are you?, Cash back 10%, Go get it).
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Longtime ago, the language used in advertisement especially in billboard is not as creative as now. Even, the sentence used nowadays is not only in a statement but also question, offer or sometimes command due to achieve the main goal which is only how to struck people intention. The fact is the very basic reason why billboard is chosen as main domain in this research.
In addition, the result of this research is able to be a reference for students who learn English because it is hard to escape from the impression that advertisements are under used by language teachers and materials writers and they are certainly much less common in English as a Foreign Language (EFL) than in the word approach. There also appear to be very little explanation of the fascinating uses of language and visual elements in advertising that researchers such as Cook (1992) and Myers (1994) has highlighted the language applied in billboards should be well- planned and well-used in order that its beauty touches the mind of the people. Whereas, the advertisements such as billboards can be used to practice grammar (e.g. “the comparative”) or to introduce specific
vocabulary, such as words for items of coloring or in the latest measuring for exceptional cars or stall practice. Classified ads are often used to teach reading for specific information.
Based on the considerations above and the strategic applications of language in billboards in the process of marketing high quality product to attract the public’s attention, the researcher is very much interested in focusing his study
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they are intended to give statements, questions, offers and commands named as speech function.
1.2The Problems of The Study
Based on the background of the study, the problems are formulated as the following.
1) What types of speech functions are used in billboard texts?
2) What type of speech functions is dominantly used in billboard text? 3) In what contexts do the speech functions occur in billboard texts?
1.3 The Objectives of the Study
In line with the problems, the objectives are
1) to describe the types of speech functions used in billboard texts, 2) to derive the type of speech functions dominantly used in billboard
texts, and
3) to explain or to elaborate the context of occurance of speech functions.
1.4The Scope of The Study
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commercial billboard texts at both levels. In addition, the study is focused on commercial outdoor advertising which bear headline, subhead, or slogan.
1.5 The Significance of the Study
The findings of the study are regarded to be useful and relevant theoretically and practically in some respects. Theoretically, the research findings are expected to be useful for the verification of the theory about interpersonal function which is focused on speech function which consist of Statement, Question, Offer, and Command in billboard texts. The findings of the study also justify the theory of Systemic Functional Linguistic (SFL), particularly about interpersonal function realized in speech functions which are proposed by Halliday (1994) and also to discover the four types of speech function, the dominant type, and the reason why the dominant type is used in billboard texts.
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CHAPTER V
CONCLUSIONS
5.1 Conclusions
Having analyzed the data, conclusions are down as the following:
1) the four speech functions (statement, command, offer, and question) found in commercial billboard texts taken from six domains namely cigarette, banking, electronic, automotive, furniture, and daily needs. This study found 64 texts in statement, 23 texts in command, 16 texts in offer, and 2 texts in questions. 2) the most dominant speech function used in commercial billboard texts is
statement comparing with command, offer, question.
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5.2 Suggestions
In relation to the conclosions, suggestion are staged as the following. (1.) The findings of speech function in commercial billboard texts should
encourage the students in studying more about systemic functional linguistics especially interpersonal function.
(2.) By considering this topic, hopefully the students can understand the reason of a company use one of speech function in their commercial billboard advertisement. Because the main purpose of advertisement included in billboard texts is how the product is remembered easily by consumer. So that it hypnotizes as soon as possible.
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