SPEECH FUNCTIONS IN SLOGAN OF TELEVISION ADVERTISEMENT.

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ABSTRACT

Sembiring,Yfnita. Registered Nu mber : 05501016.4. Speecb Function in Slog•a of Television Advertisement. A Thesis. Post Gmdu.atc School. English Applied Linguistics. State Univezsity

of

Mcdan.

2007.

This

study deals wilh speech functions and speech functions used

in

the slogan of television advertisement. Speech function is an action or perfom1ancc done by language

users

such

as asking,

commanding. and answering. It is used

as !he medium

exchange the

experiences

among

speakers

and listeners in order

to

fulfill

their

needs.

The

data for Ibis research study are the slogans of shampoo products. Slogan is a word or phrase used by a business. club. political party or the like to advertise its purpose.The slogans were collected

by

doing television observation. The slogans are : Clear Men:

Tak

ada

lagi

kerombe Clear Active Care: Mencegah Kttombc J)atang Kemba/1, Dove :

Se/embut

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CHAPTER I

INTRODUCTION

1.1. Tbe Background

of Study

Language is an inscpnrable element of hlll1lllll life. It plays a very important role in human beings communication. It is said so because language can accommodate various needs of human beings, startS from the very basic one such as to communicate v.ith other people until the anificial one such as to show one's status in a community.

Based on the explanation above, it is understood why language serves many functions. Some of them are to give information, to deliver message ( s ), to express feeling, to persuade people to do something or to believe us, to entertain others, to share opinion of the world and to share one's thought.

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Giving infonnation means transferring knowledge, fact or news by the speakers as the doers to the listeners as the receivers. When they are interacting, the speakers want to express themselves clearly, effectively retrieve a clear and informative message. All those which are mentioned before is the essence of communication.

Halliday ( 1985 } has sought to create an approach to linguistics that treat'S language as foundational for the building of human experience. The work of Halliday is concerned with tbe meaning. A language can not be disassociated from the meaning. His insight and publications from an approach called Systemic F'unctional Linguistics ( SFL). SFL is an approach to linguistics developed by Halliday which sees language in social context. lbis approach is based on the theory of grammar which considers language as a resource used for communication and not a set rules. Halliday's metafunction and system of language consider language a.5 having three main functions, they are: I) the ideational function which organizes the speaker's experience of the real or imaginary world. It means that language refers to real or in1aginary persons, things, actions, events, states, etc: 2) the textual function is to create written or spoken text which cohere within themselves and which fit the particular situation in which they are used,: lhe interpersonal function is to indicate, establish, or maintain social relationship bet\oveen people which includes fonns of address, speech function and modality (Martin, 1992: 8-13).

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( 3) only human beings are destined with capacity to transmit and store infonnatioo.

Those reasons are extremely needed as the consideration of human beings existence as tho social product that needs communication to fulfi ll their occds.

..

Tbe interpersonal function is realized at two levels namely at the level of

•

semantics (discourse)

and

lcxicogrammllr which is termed mood. At

the

level of

semantics human being perform two roles namely giving and demanding. lbe commodity excbMged may be either information or goods and services. When the roles and commodities are cross classified, four specific activities or speech function 11re derived as summarized in the table 1 below:

Table 1:

COMMODITY

ROLES

JNFODtA

TION GOOD& SERVICES

GIVES Statement Offer

DEMANDING Question Command

Source: (Saragih : 2006)

~ J\ '! !1

•• ".-\

1"'=' ..

·"'\lV.. ~~ .

\_~

.At· ~ ~M

ED

I

(a) (Giving/infonnation) ~ St:atemcnt They clean the house

"

( b ) [

Demanding/

Information ) 5 Question Do they clean the house?

•

( c ) [ Giving/goods/services]

-

Offer Let me clean the bouse (d ) [Demanding/goods& services) - Command Clean the house! [image:4.623.39.562.71.727.2]

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Basically. communication takes two forms, namely spoken and written communication. Spoken communication means that the process of expressing ideas and feeling or of giving information done in oral way. While written communication done in writing activity such as magazine, newspaper. brochures, letters, and etc. But due to the highly demanded of information and

the

enormous advance of technology nowadays, spoken and written communication often used nt the same time when giving information.

One of the transmitting media of communication which

uses

both spoken and written fom1 of communication in transferring information is television. Television bas a great influence in giving information to the people. It is said so because it is found that many people nowadays spend a lot of time to watch television rather than paying more attention to other sources of information. It is also because television is an interesting source of information. Television has some devices which touches the feelings of the viewers. Hornby ( 2000: 1211) defines thm television is a piece of electrical equipment with screen on whiclt we cnn watch program witb moving pictures and sound. This is the reason why watching television and getting information from it, is more interesting rather than from other sources of information because through television the reality can be taken as wbnt it is.

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may be topical as in the case of news and some made-for-television movies or

bislorical

story as in the case of such docurnen1aries or tictional series. It is maybe

primarily inslructiooal as in the case educational of

program.

or entertaining as in the case of situational comedy, reality show, or for profit taking as advertisements.

Advertisement is

the

single most persuasive force in the world. Billions of people spend trillions of money on new products each year because they were amused,

reminded, convinced or odlerwise persuaded by advertisement. If advertisements

v.-ere

designed to publici7..e a product or

sen-iQe

in order to sell it, the desire outcome an ad-nser looks for would be the response ~r·n buy that". This function of persuasioo in advertisements is realized through a text with aesthetic of

\-erbal

communication and fashion of the day dominant in a panicular culture in order to promote a product.

Advertisement is the product of advertising which one party used to tell public

about products or services in order to encourage people to buy or to use the product being advertised. Advertisement which functions to tell the public about products or

services\$ called by commercial advertisement. BIISically, the function of commercial

ad-nsemeot is to give infonnalion of the products or services being advertised. The information conveyed can be viewed through the whole copy which is constructed by

two elements namely headline Md slogan.

Headline is the most important part of M advettisemenL It functions to arouse the

interest of the consumers so !hot the persen wants to know more about the products being advertised, while slogan is a brief message crystallizing 1111 important idea about

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the product or the reason why someone should buy the product. SlogWl is mostly used in televi.sion advertisement rather

than

in print media, because in television advenisement the copy of advertisements is dominated by illustration. The viewers maybe only interested of the demonstration performed by the actors or the actresses or things in the demonstration. This is the reason why, they sometimes do not pay much attention on what information actually delivered in the whole copy. To avoid

this.

the copywriters

then

create slogans in order to make the viewers remember the brand of the products along with the informatiotl delivered in the products advertised.

From linguistics point of view, advertisements seem, in effect to constitute a genre with distinct features which function is not only to inform but also to persuade and influence by using the linguistic system as a toolkit in a creative manner. The previous statement suggests that advertisement bas its own typical linguistic pattern. It is due to the fact that one of the clements of advertisement; slogan should be

coostructcd in clear, brief and in practical form o f language.

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1.2.

Tbt

Problems of Study

In relation to the background of study, the problems are fonnulated as follows:

I. How the speech functions

are

linguistically coded in sloganJ of television

advertisemen~

2. Wluu types of speech functions used in sloganfo>f television advertisements? 3. What is the dominant type of speech functions used in slogan of television

advertisement?

4. Why is the speech function dominanl.ly used?

1.3. The Objef tive3 of the Study

In relation to the problems stated above, The objectives of the study arc : I. to describe the speech func tions linguistically coded in s logan of television

advertisement.

2. to examine out the types of speech funC1ions used in slogan of television advertisements.

3. to derive out the dominant types of speech functions used in slogan of television advertisements.

4. to explain reasons for the use of the dominant speech function.

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1.4. T h e Scope of S tudy

Tllis study deals wilh the interpersonal function of language. The analysis will be based on the four primary speech functi·ons namely offering, commanding, giving statement

and

questioning. The writer

will

choose television cot:nmercial advertisement as the object of her

study.

Commercial advertisement is advertisement which sells products or services. The writer realizes that it is extremely

bard

to analyze all the products at the same time for ber object. Thus, the writer then limits her object on products advertisements. Products advertisement itself includes various products. Finally, the writer chooses shampoo as her object of study.

The names of the shampoo along with the slogan are as following:

I. Nwnc of Brand _{:Clear Men}

Sloglln _{: Talc ada lagi ketombe}

2.

Name Of Brand _{: Clear Active Care}

Slogan _{: Mencegah Ketombe .Datang Kembali}

3.

Name of Brand _:Dove

Slogan _{: &lembut Su1era}

4. Name of Brand _:Emeron

Slogan _{: Na1ura/ly .Different}

5.

Name of Brand _{: Head}_&_Shoulders

Slogan _{: Umuk Rombut Lebih Kuot}

6.

Name of Brand : Lifebouy Shampoo

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7.

NameofBrund

: Lifebouy

shampoo

Slogan

_{: Ufe/)ouy}_S~ _{Altti Ketombe}

8.

Name of Brand

: Panteoe

Slogan

: Berldlaulah Pamene

9.

Nome

of Brand

: Rejoice Family

Slogan

: Hanya Rp.JOO

l 0. Name of Brand

: Sunsilk

_{Anti Dandruff}

Slogan

: Hidup

_Bebas

Tanpa Ketombe

II.

Name of Brand

_{: Zi.nk}

Slogan

_{: Ahlin}'U Masalah Ketombe}

l.S. Tbe Significance of Study

The filtd.ings

of

the

study are expected

to give relevant contributions to the following:

I. Theoretically, this systemic furu:tionat Linguistic observation gives contribution

to

the language of slogan .

2.

Practically, the results

of

this

study arc expected to

be

useful

for.

2.1 Another researcher who wants to conduct the same research as the writer

does.

2.2.

makers,

as

a

contribution for them

in producing a

perfect language of slogan advertisement

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CHAPTERS

CONCLUSION AND SUGGESTION

5.1. Conclusion

After analyzing the datil, the data analyzed by the four procedures of data analysis made by the writer can be summarized as follows:

No NaDK Of Brand Slogan Speech F•nction

s

Q 0

c

I Clear men

Talc ada lagi ketombe

v

2 Sunsilk Anti

Hldup Bebas Tanpa Ketombe

v Dandruff

3

Lifebouy Shampoo

Rambul sellar siap alcsi

v 4 llead & Shoulders

Untuk Ram but l.ebih Kuat

v

5

Pantene

Berlcilaulah Pan/ene

v

6

Rejoice family

Hanya Rp.300

v

7 Clear Active Care

Mencegah

Ketombe

Datang

v

Kemball

8

Lifebouy shampoo

Llfebouy Shampoo

Anti

Ketombe

v Anti dandruff

9

Emeron

NatUI8lly different v

10 Dove

Selembut Stllera

v

11 Zink

Ahlinya

Mase~/ah

Ketombe

v

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In conclusion, based on the table above, the findings of the research are:

I. The speech function of all slogan of shampoo product statement. It can observed from the analysis of each shampoo products below:

I. Clear men : Talc adJJ /agi ketombe (Statement)

2. Sunsik anti Dandruff : Hidup be bas tanpa k.etombe

( Statement)

3. Zi.nk

: .Ah/inya masalah lretombe

( Statement) 4. Head & Shoulders

5.

Pantene

: Untuk rambutlebih kua1 (Statement ) : Berldlaulah Pantene ( Statement) 6. Rejoice Family

7. Clear Active

Care

: Hanya Rp.

300

(Statement) : Menccgah k.etombe datang lrembali ( Statement )

8. Lifebouy Shampoo Anti Dandruff: Lifebouy Shampoo anti k.etombe

( Statement ) 9.

Emcron

10. Dove

II . Lifcbouy Shampoo

: Nalura/ly different ( Statement) : &lembut sutera ( Statement ) : .Rambut sehat slap alai

2. The dominant type of speech function used in slogan of shampoo product is statcm.ent.

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3. Th.e possible

cause

of the domioant speech function used (statement)

arc:

I. The speech function which used to give information to others is

statement

2. The

function

of slogan which sums up the theme

for

a product's

benefits to

deliver ao

easily

remembered message

in

a few "''ords

3. lbe ....

~ of the two elements of advertisements, namely headline

and subhead line due to the leng1h of the copy

4. The struggle of the advertisers in confronting the avoidance of the television viewers to watch commercial break so that that

need

to cons1r110t advertisement in short, clear, attractive form but still do their function that is

as a

source of information to the consumers of the product they advertised. This condition directs them to create a short, clear, attmctive and informative slogan of advertisement as shown in the slogan of shampoo product stated above.

5.2. Suge&tioDI

After

concluding the findings,

the

suggestion of this

research

are made

as

the

following.

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2. It is suggested to the all advertising agency to use the speech function; statement in delivering their message of the product to the consumers.

3.

It is suggested to the consumers to be careful

in

purchasing the product of

their

choice, if they are much influenced by slogan. They must be aware of misleading slogan ( slogans which do not deliver any infonnation or any

message from

the product they advertised )

4. It is suggested to other studies related to use spc=h function as the researehc:t has

done

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,

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