A study on speech acts used in advertisements broadcasted by Andalus FM

ABSTRACT

Advertisement is one form of communication that uses written or oral language to send its messages. It is the way to publicize some goods or services. In other words, advertisement is informing the products or ideas by using media. Radio is one of the electronic media considered effective to promote the products. This study focuses on the speech acts used in Advertisements broadcasted by Andalus FM, because Andalus is one of the favorite radio stations in Malang. Besides, it has several good programs that are not only to entertain the listeners but also to educate them, such as music program and interactive dialogue in economies, politics, social, culture and others. From the background, the research problem proposed is "How are speech acts used in advertisements broadcasted by Andalus FM?”

Descriptive qualitative is used as the research design in this study. The data are collected by using the researcher herself as the key instrument. The data were in the forms of utterances or words of the advertisements. In order to get the valid result of the data, data sources and finding triangulation are used. Then, the collected data were descriptively analyzed to answer the research problem.

From findings, it is found some ways of performing speech acts used in advertisements broadcasted by Andalus FM; literal speech act is performed when the intended meaning is the same as what the speaker says, non-literal is performed since the intended meaning is different from what the speaker says. Next, indirect speech act happens when forms and functions do not match. In addition, direct speech act happens when the utterance or statement performed by the speaker match with function.

Most of the advertisements performed literally and directly. The advertiser performs those advertisements in order the consumer can catch the message of the advertisements easily. But, it will be better if the advertiser also performs the advertisements in the forms of non-literally and indirectly. Because it will be more interesting advertisements. By using this way, the advertisers let the consumers interpret the message or the intended meaning by him/herself. In other words, the consumers have their own imagination or interpretation about the product advertised. So, they will be interested in the product and try to use it.

Based on those findings, the researcher suggest to the future researchers to analyze deeply the theory of speech act from another perspectives relevant to the actual phenomena. Besides, the result of the study can be used by the copy writer of the advertisement especially advertisement on the radio, to pay attention on the language, the performance and the target of the product advertised.