SPEECH FUNCTION IN MALE'S AND FEMALE'S
LANGUAGE IN TELEVISION ADVERTISEMENTS
A THESIS
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Registration Number: 081288330062
ENGLISH APPLIED LINGUISTICS STUDY PROGRAM
POSTGRADUATE SCHOOL
STATE UNIVEitSITY OF MEDAN
2011
-SPEECH FUNCTION IN MALE'S AND FEMALE'S
LANGUAGE IN TELEVISION ADVERTISEMENTS
A THESIS
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By:
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ENGLISH APPLIED LINGUISTICS STUDY PROGRAM
POSTGRADUATE SCHOOL
STATE UNIVEitSITY OF MEDAN
2011
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A Thesis
SPEECH FUNCTION IN MALE'S AND FEMALE'S
LANGUAGE IN TELEVISION ADVERTISEMENTS
BY:
NUR
RISMAYANI
Registration Number: 082188330062
English AppHed Lioguistics Study Program
Postgraduate
SchoolState University ofMedan
This thesis was e:umined on
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ABSTRACT
Nur -Rismayui. Registratioa umber! 082188330062, Speeeh Function in Male's and Female's Language in Television Advertisements. A Thesis.
Eaglisb Applied Liagulstics Study Program. Postgraduate School. State
University of MedaL Deeember 2011.
This study presents a researeh conducted on speecll function in male's and female's language in television advertisements. A qualitative descriptive research was applied to get the data. The sources of data were taken from Male's and Female's Language in Television Advertisements. 11te data were collected in relation to the use of speech function in male's and female's language in television advertisements. They were collected in the form of words, then
analysed the speech function and determine the most dominant type of speech
function. All of types speech functions occur in language of female's advertisement, namely statement (83%), question (70/o), command (5%) and offer (4%). While in the occurrence of speech functions in male's products
advertisement are statement (88%), question (6%), command (4%) and offer (2%). It can be concluded that in both of the advertisements, the most dominant
•
ACKNOWLEDGMENTS
This piece of academic achievement is really the product of hardship and
endurance of the many challenges in life. On top of everything a very sincere
gratitude is rendered to Allah for everything that has been poured to the writer in
completing her academic studies and this thesis. A part from that, many people for
sure, have assited her in some ways or other, though not all names can be
mentioned here but some deserve her very special attention. The following people
should be given the credits.
First, Pro£ Dr.Lince Sihombing. M.Pd., being the first Adviser, should be
addressed and thanked with deep appreciation because of much of her valuable
time have been given in terms of comments, corrections, and suggestions for
shaping the contents of this thesis. She always motivates and encourages every
student to be on time in finishing the academic program.
Second, Dr.Eddy Setia, M.Ed. TESP., second Adviser, a special debt of
gratitude is conveyed in regard to his ideas, attentions and suggestions in forming
the contents of this thesis. He bas been so kind and helpful in many cases.
Third, Pro£ Dr. Busmin Guming. M.Pd., and Dr. Anni Holila Pulungan,
M.Hum., Head and Secretary English Applied Linguistics Study Program and
Farid the administration staff for completing the administrative procedures.
Fourth, Prof. Dr. Busmin Guming. M.Pd., Dr. Sri Minda Mumi, M.S., and
Dr. Syahron Lubis, M.A., the reviewers and examiners for the valuable
..
had advised and guided her tbroughom her acaderuic years at the Postgraduate
School of State University of Medan.
A very special expressions of gratitude is directed to the writer beloved
parents, Ahmad Juliansyah (father) and Punia Pangaribuan (mother) for their full
attention, support, and endless motivation. Also her brothers (Rizky and Yudi)
and sisters (Uifa and Ayu) for the endless love, support and care. In addtion, a
special acknowledgment of sincere gratitude is extended to Mr. Nimrot Siahaan,
Mr. lndra Samosir, Mr. Safamlddin Marpaung, Miss. Rasima, Miss Hikmayani
Siregar and all her friend in class B-1 (XIV) for being so kind, helpful, and
friendly. Collective and individual acknowledgments are also owed to Mr. Selman
Nainggolan and her colleagues at SMA N.l Tebing Syahbandar that present
somehow perpetually refreshed, helpful, and memorable.
Finally, the final words are addressed to all that have shared their valuable
knowledge in making this thesis as it should be, which can't mention one by one.
She must confess that she has dOne her utmost to accomplish this thesis but she is
been fully aware that it still far from being perfect. Therefore, she invite the
reader's suggestions and critics responding to the presence of her thesis.
Hopefully, this research will give many advantages to all of people who much
concern in English language. May Allah SWT, The Almighty be with us always.
Medan, Desember 20 ll
The writer,
NUR RISMA Y ANI
..
TABLE OF CONTENT
Page
ABSTRACT ... .
ACKN"OWLEDG:EMENT ... ii
TABLE OF CONTENT ... iv
LISTOFTABLES ..•...•... vii
UST OF FIGtJRES ... viii
USTOF APPENDICES ... ix
CHAPTER I INTRODUCTION ... . I. I. The Background of Study ... . 1.2. The Problems of the Study... 8
1.3. The Objectives of the Study... 8
1.4. The Scope of the Study... 9
1.5. The Significance of the Study ... 9
CHAPTER ll REVIEW OF LITERATURE ... II 2.1. Interpersonal Function ... ,... II -2.2. Speech Function . . . ... 15
2.3. The Types of Speech Function ... IS 2.3.1 The Derivation of Speech Function ... ~ .. I6 2.3.2 Realization of Speech Function in Mood . . . .. . I7 2.4. The Structure oflnterpersonal Function ... 19
2.4.1 Semantics of Interaction . . . .. 19
2.4.2 Exchanging lnfonnation: Grammatical Structure ofPropositions ... 24
2.4.2.1 Constituents of the MOOD . . . ... 25
2.4.2.2 Constituents of the RESIDUE . ... . .. ... ... . .. 27
2.4.3 The Mood Structure of Exchange ... . 2.4.3.1 The Mood Structure of Declarative Clause .. 2.4.3.2 The Mood Structure oflnterrogratives 32 32 Clause... 33
•
2.4.4 Moodality: Modalization . • . . . • . . . .. 36
2.4.5 Exchanging Goods and Services: The Grammar of Proposals ...•... 2.4.5.1 The Structure oflmperative ... . 2.4.5.2 The Structure of Offers ... . 37 39 40 2.5. Communication . . . .. . . .. .. . . ... 40
2.6. Televiston • . . . • . . .. . . • . . . ... 41
2. 7. Advertisement... 43
2.7.1 The Structure of Advertisement... 45
2.7.1.1
Headline...
452. 7 .1.2 Subheadline . . . .. 48
2. 7.1.3 Slogan . . . .. . .. . .. . .. . ... . . .. 49
2. 7.2 The Elements of Advertisement Broadcast on Television . . . .. . .. . . .. . ... ... 51
2.7.2.1 Video... 51
2.7.2.2 Audio... 52
2.7.3 Functions of Advertisement... 53
2.8. Gender in Language . . ... .. . . .. . . .. . . .. 54
2.8.1 The Characteristics of Male & Female Language 2.8.2 The Differences between the Male & Female Language ... . 2.8.2.1 Male and Female Language in the Past ... . 2.8.2.2 Male and Female Language in the Current 54 57 58
Patterns...
59
CHAPTER
m
RESEARCH MEmOD... 613 .l.Research Design ..•...••...•....•..•.•....•... 61
3.2. Sources of the
Data...
623.3. Instruments of Data Collection... 63
3.4. Technique of Data Collection ... 63
•
3.6. Trustworthiness of the Study ... . 64
CHAPTER IV DATA ANALYSIS, RESEARCH FINDINGS AND DISCUSSIONS ..•.••...•...•.•... 66
4.1. I>escription I>ata ... 66
4.2. The Data Analysis ... 67
4.2.1 The Speech Function ofMale and Female Language in Television Advertisement . . . .. . .... 69
4.2.2 Statements in Language Advertisement . . . .... 69
4.2.2.1 Statements in Male Language Advertisement . . . .. . . .. . . ... 69
4.2.2.2 Statements in Female Language Advertisement . . . • . . . ... 73
4.2.3 Command in Language Advertisement . . .. . . ... 78
4.2.4 Question in Language Advertisement . . . .. . . ... 80
4.2.5 Offer in Language Advertisement . . . .. . . 81
4.3. Research Findings ... 82
4.4. Discu.<~Sion . . . .. 83
CBAPTERV CONCLUSIONS AND SUGGESTIONS ... 89
S.l.Conclusions...
89
5.2.
Suggestions...
90REFERENCES . ... ... ..•. .. . .. . .. ... . ... .. ... . .. . .. •.. . ...•.. ... .. .•. ... . .. . .. . ... 91
APPENDICES 94 Appendix I: The Data of Male Language in Cosmetics Advertisement... 94
Appendix ll: The Data of Female Language in Cosmetics Advertisement... 99
Appendix Ill: The Analyzing Data of Male Language
Advertisement...
lOS
Appendix IV: The Analyzing Data of Female Language
•
LIST OF TABLES
Table Page
2.1 Speech Function •...••...•.•....•...•.•..••.•...•... 14
2.2 Type of Speech Function ... 15
2.3 Elaboration Realization of Speech Function in Mood ... 19
2.4 Speech Roles and Commodities in Interaction ... 20
2.5 Speech Function and Responses ... 21
2.6 Speech Function and Typical Mood of Clause... 23
2. 7 Speech Function find Typical Clause and Non-Typical Clause of
Mood...
24
2.8 Summary of Adjuncts .. . . . .. . . ... ... 32
2.9 The Differences of Male's and Female's Language... 57
4.1 The Data of Advertisement... 66
4.2 Speech Function of Male and Female in Language Advertisement ... 69
4.3 List of Statement in Male Language Advertisement ... 70
4.4 Initiating of Statement in Male Language Advertisement ... 73
4.5 List of Statement in Female Language Advertisement ... 74
4.6 Initiating of Statement in Female Language Advertisement ... 77
4.7 Percentage of Statemants in Male and Female Language of Television Advertisement ... 78
4.8 Initiating of Command in Male Language Advertisement ... 79
4.9 Initiating of Command in Female Language Advertisement ... 79
4.10 Initiating of Question in Male Language Advertisement ... 80
4.11 Initiating ofQuestion in Female Language Advertisement ... 80
..
4.12 Initiating of Offer in Male and Female Language Advertisement
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..
Figure
2.1
2.2
LIST OF FIGURES
The Derivations of Speech Function ... .
Realization of Speech Function in Mood ... ...
4.1 System Network of Male Advertisement Product's Speech Page
16
18
•
LIST OF APPENDICES
Appendix Page
1 The Data of Male Language in Cosmtics Advertisment 94
2 The Data of Female Language in Cosmetics At:!vertisment 99
3
The Analyzing Data of Male Language Advertisement ...•.. 105
•
CHAPTER I
INTRODUCTION
1.1 The Background of Study
Language plays an important role in human life. It is said so because
language serves many functions. Some of them are to give information, to deliver
messeage(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.
Considering those various functions of language mentioned above, in a
simple way it can be concluded that language functions as a tool of
communication. According to Clark & Clark (1977:25), the fundamental function
of language is means of communication. According to Hornby, communication itself is the activity or process of expressing ideas and feelings or giving
information (2000:225). Giving information involves transferring knowledge,
facts or news by the speakers as the doers to the listeners as the receivers. In the advertisement, the interaction is between the copywriters to the viewers as the receivers. While communicating, the copywriters express their thoughts by speech
to direct, to inform, to instruct, to suggest, and to persuade the viewers. All speeches they used have their own functions
There have been some studies about male and female language in the State
University of Medan, the first researcher is Sumarsih, from the journal of the Art
and Language Faculty of State University of Medan (Volume II No. 2, October
2
•
in Gender". She focuses on the moves and linguistic features in male magazines
such as, Tempo and female magazines such as, Kartini. Finally he concluded that
l
I
the man's magazine in advertisement always uses introducing the offer and the~
soliciting response, but the lady's magazine in advertisement always used the establishing credential, so the man can be predicted that the man is easier to bepersuaded than woman. It is meant that man's magazine and lady's magazine in
advertisement always uses "adjective".
The second researcher is Srimaharani Tanjung from the English Applied
Linguistics Study Program Postgraduate School in State University of Medan,
2010. Her thesis is entitled "Gender Differences in Expressing Politeness in
English". She focuses in describing female and male which have some different
strategies in expressing politeness. At the end of the thesis she described that
female always expressed politeness by requesting, offering, and apolozing to
attract their listener. Meanwhile, for male, they used co missive and expressive as
their way to express politeness because they always had a commi1ment to be more
polite by giving promising, offering, thanking, and condoling to make their
listeners thought they were responsible when expressing politeness. It aims to
protect their face, tried to achieve high social status, and showed modelling
correct behaviour.
Based on the previous researches, the writer was interested to do a
research conducted on the different ways that men and women use language to
3
When human being interact in community, they perform interpersonal
function of language. Interpersonal function is realized by MOOD a:1d
MODALITY. MOOD shows what role the speaker selects in the speech situation
and what role he assigns to the addressee. If the speaker selects the imperative
mood, he assumes the role of one giving commands and puts the addressee in the
role of one expected to obey orders. MODALITY specifies if the speaker is
expressing his judgement or making a prediction. (Halliday, 1985).
The interpersonal function is reallized at two levels namely at the level of
(discourse) semantics and lexicogrammar . At the level of semantics, human being
performs two roles namely Giving and Demanding. The commodity exchange
may be either information or Goods & Services. When the roles and comodities
are cross classified, four specific activities or speech functions are derived. Based
on Halliday (1994:30) states that speech functions are realized in four types,
namely: statement, question, offer and command. Thompson (2003:12)
emphasizes the important point that use of language lies at the very heart of social
life. In general, it is noted that communication and language are important
components of social life; expressing thought and felling, conveying ideas,
making request, giving command, and so on.
The previous statement shows that in communicating with others, one can
express what slhe knows and slhe feels and also gives information to other people.
Basically, communication takes two forms, namely spoken and written
•
4
spoken and written communications are often combined in transferring
information.
One of the transmitting media of communication which uses both spoken
and written communication at the same time is television. And now, there are
many choice of channells in the television for the audiences: such as INDOSIAR.
MNC TV, GLOBAL TV, ANTV, RCU SCTV, TRANS TV, TRANS 7, and
METRO TV. Many things can be communicated through television. Information
published on television is well packed into some segments called program. Just
mention several of them are film program, news program and music program. In
television, each of the programs is interrupted by commercial advertisement.
Advertising, generally speaking, is the promotion of goods, services, companies
and ideas, usually performed by an identified sponsor. Marketers see advertising
as part of an overall promotional strategy. (http://www.wikjpedia.org/)
In conclusion, advertising is a means of promoting the product, idea, or
organization on the market with the aim to give information and to persuade
people of the advantage of the product and induce them to take and buy it.
There are many reasons why advertisement makers or popularly known as
copywriters choose television as the media to advertise their products. It is said so
because the element of television; action, emotion, demonstration enable them to
reach the viewers' attention. And television is one of the means of communication
which has great influence to the viewers. Most of the people spend their time for
watching television. The audiences are coming from every level of society and all
5
Consequently, the advertiser has to relate the commodity to an exciting
meaning that is made to gratify the consumer's needs, wishes and dreams.
Advertising has to know the world of consumers, their sense of identity, their
attitudes and expectations and then create associations between people's dreams
and the commodity. According to Jerry Goodis (in Leiss, 1997: 200), advertising
does not always ''mirror how people are acting, but how they are dreaming. In a
sense, what we're doing is wrapping up your emotions and selling them back to
you".
Language of advertisement is different from most of the other language
that used in our everyday life. Advertisement needs special expressions to make it
meaningful and share interesting messages. Based on Goshgarian (1977: 225) the
differences between advertising language expression and other types of language
expression; over the year, the texture of advertising language has frequently
change. Style and creative concept come and go. But there are at least four distinct
characteristics that make it different from other languages: a). the language of
advertising is edited and purposeful when most other language transactions are
"elliptical", b) the language of advertising is rich and arresting. c). the language of
advertising involves us; in effect, we complete the advertising message, d) the
language of advertising holds no secrets from us, it is a simple language
Link to the information above, it may be added further:
a) Advertising language can't afford to be so desultory. It does have specific purpose, that is, to sell us something. In other words, advertising messages
•
6
b) The language of advertising is beautiful and interesting. It intends to attract and
hold our attention to know about the product and further buy it
c) The language of advertising is carefully engineered. It uses various devices to
get our attention. It means that we could participate in it.
d) The language of advertising is simple. The difficult words are edited out and
replaced by simple words in order to avoid misinterpretation but sometimes
they are complicated.
Advertisements have a great deal of influence over what people do and
buy. For example; one of famous milk product in Indonesia "Anlene ... In the
advertisement, the actress, lndri Baren suggests the viewer to drink and walk 1000
steps everyday to get the strong bone. This advertisement influences the viewer to
buy and do it.
For successful communication to take place, the audiences must be taken into
consideration in the advertising process because ''what is appropriate for one
audience may be unsuitable for another" (Sheehan, 2004: 85). Each advertisement
has its own target audiences. There are two gender of the audiences, they are
male and female. For example, the most famous antiperspirant deodorant product
in television is Rexona. This product is produced for two different target
audiences, 'Rexona for man' for male and 'Rexona for woman' for female. The
other product is 'Biore for man' and 'Biore' for female. Male and female speak
and think diferently that's the reason why the copywriters use different language
style to deliver their products. Thus, it must have a certain style to differentiate
i
7
Rosaldo (1974) stated that based on a traditional scenario. females stay at
home and take care of children, while males work outside to build political and
economic ties that control resources. Other theorists highlight this gender
difference. Girls learn the traditional model of a feminine role from a mother who
stays at home, while boys learn to be masculine and are forced to go into public,
where they learn to create an identity and win status (Chodorow, 1974). Even
though we have come a long way during the last century when it comes to
equality between the sexes, we are still far from the goal.
People's different roles are not only available in our everyday lives, but
are also studied and analysed on linguistics fields; to understand how differences
between male and female are reflected in language use; advertising is still
considered as an excellent example of the repetitive production of gender and
sexuality. And in spite of the ruling gender constraints and conformity,
advertising also gives space for acting out different ways of doing gender (Rossi
2000:2)
Media has become one of the most influential sources of information in
our modern society. An important field within the media sector is advertising, as
we are affected by it in so many different environments. Television is one of the
most effective media at this time. The present study is about gender differences in
television advertisement. In order to discover possible differences between two
different target groups in using speech function, the writer will investigate the speech function that used in advertisement for male's and female's product in
8
advertisements within each target group? What is the dominant type of speech
functions used in slogans of television advertisement for male's and female's
products?
1.2 The Problems of the Study
In relation to the background of study, the problems are formulated as
follow:
1. What kinds of speech functions are linguistically coded in male and female
language in television advertisements?
2. What is the dominant type of speech functions used in male and female
language in television advertisements?
3. How are the different types of speech functions uttarred the ways they are in
male and female language in television advertisements?
1.3 The Objectives of the Study
In relation to the problems, the objectives of the study are:
I. to describe how the speech function in male and female language in
television advertisements.
2. to investigate the dominant types of speech functions used in male and
female language in television advertisements
3. to describe what the different types of speech functions are uttered the
9
1.4 The Scope of the Study
This study deals with the interpersonal functions of language in which it is
used in advertisement for males and females audiences. When human being
interact in community, they perform interpersonal function of language. The
interpersonal function is reallized at two levels namely at the level of(discourse)
semantics and lexicogrammar which is termed mood. At the level of semantics,
human being performs two roles namely Giving and Demanding. The commodity
exchange may be either information or Goods & Services. When the roles and
comodities are cross classified, four specific activities or speech functions are
derived. The researcher focuses the study in evaluating the four primary speech
functions, namely statement, question, command, and offer. Here the writer
focused the study in male and female television advertisement and limited in male
and female L.osmetic products which are advertised on television
1.5 The Signifaeanc:e of the Study
It is expected that findings of the study will be useful and relevant
theoretically and practically. The results of this study are relevant to the needs of
the students who want to understand more about the speech function, to enable
and enrich their knowledge to communicate better than before. For teachers, it can
provide some inputs in teaching speech functions. For readers, the findings of this
reasearch can be used as a guide to understand the language and gender in
advertisement. In addition, this study might be significant as an additional.
10
Particularly, the findings are also expected to assist those who are really
interested in advertising including the English Departement students to
comprehend and become more skillful in composing a writing specifically in
advertisements for the advertising world, in fact, cannot be separated from writing
CHAPTERV
CONCLUSIONS AND SUGGESTIONS
5.1 Conclusions
1. Linguistically there are four speech fuactlons coded ia male and female
lallgUage ia televisioa advertisements. They are statement, question,
command, and offer.
All of types speech functions occur in language of fi males' advertisement,
namely statement (83%), question (7%), command '5%) and offer (4%).
While in the OCCUITellCe of speech functions in male's roducts advertisement
are statement (88%), question (6%), command (4%) an offer (2%).
1. Tile most domiaaat type of speech functions ia male and female
language ia television advertisements is statem nt. In male language
advertisement the dominant statement is information 52%), while in female
language advertisement the dominant statement is pro
The goal of advertisement is to influence the review rs to have or to buy the
products. The advertisers convey or state the advan
product.
3. The different.types of speech fuactlou uttarred th ways they are ia male
and female laapage ia television advertisements be clarified bellow.
In male advertisement, the advertiser always instru or comment the viewers
90
product the advertiser try to persuade the viewers more politely and used
beautiful words and phrases.
5.2 Suggestioas
In relation to the conclusions, suggestions are stated as the following.
(1) For the language students, they are suggested to do research about the
advertisement language in many area researches. So they can enrich their
English mastery.
{2) To the viewer, in order to clarify the advertisement, language is a tool of
communication. It is better than the advertisement be clear in the sentence
including the lexicogrammar and semantics because it is not clear, people
will get misunderstanding about the aim of the advertisement
(3) It is recommended to the lecturer to make the advertisement as the authentic materials to teach English. It will be interesting because from this advertisement student not only learn the language but also get information
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Barnhart (1979:1%), "slogan" http://www.google.com/ Accessed on October 30, 2010
Fairclough (1989:207) "advertisements and culture" http://www.google.com/ Accessed on October 30,2010
Gein (1982:191) "advertisement'' http://www.google.com/ Accessed on October 30,2010
"slogan" http://www.motto.com/glossary.html Accessed on October 30, 2010
"Media" http://www.answer.com/ Accessed on October 30, 2010
"Product'' http://www.brainyquote.com/words/pr/product207022.html
"Product'' http://www.businessdictionary .com/definitionlproducth1ml
"Product'' : hUp;//www.investorwonls.com/3874/producthtml#ixzzlAMfORYGx
"Semantics" http://www.LinguisticsForum.com/ Accessed on October 30, 2010
"The Language Advertising" http://www.wikipedia.org/ Accessed on October 30, 2010
"Technology" http://www.scrlbt.com/ Accessed on October 30, 2010
"Television" http://www.wikipedia.org/ Accessed on October 30, 2010
