Speech acts used by Djarum Advertisements on television

ABSTRACT

Advertisement is a kind of communication that has function to convey a message from producer to consumer, propose the product and convince the consumer to believe with the product. An advertisement can be said successful if the audiences understood what the advertiser intended. Therefore, using right utterances, diction, or styles, especially, on cigarette advertisement, which should know the viewer’s ages and social classes to communicate with them effectively, should perform an advertisement. However, the speech act performed by the advertiser primarily on television should consider those mentioned factors in order to be successful in presenting the advertisement and to avoid misunderstanding in accepting the message between what is intended by the advertiser and is reached by the consumer. ,The purpose of the study was to find out the way speech acts are performed by Djarum advertisements on television.

The research method used in this thesis entitled ‘Speech Acts Used by Djarum Advertisements on Television’ was descriptive qualitative research. To obtain the manageable and systematic data, the direct observation supported by using recording and note taking became the main instrument to collect the data, which were taken from the advertisement on television. The researcher herself became the primary instrument for data collection and analysis. In order to get the valid results of the data, the researcher also used the method of triangulation. Then, the collected data were analyzed to investigate and to see the results of the research problem stated.

After analyzing and discussing the data, the researcher found the following results. Firstly, the utterance acts performed by Djarum advertisement have the illocutionary act of stating, telling, ordering, asserting, and asking and perlocutionary act of persuading and convincing، Secondly, the speech acts of Djarum advertisements performed are literally, non-literally, directly and indirectly. ,Thirdly, the illocutionary acts of Djarum advertisements fulfill the requirement of felicity conditions.

Based on the findings, several suggestions are proposed for further researcher who intends to investigate speech act, which is analyzed using felicity condition in order to get a good illocutionary act. Further researchers can also conduct the study of speech act on another media like radio, Internet, or else. In addition, the results of the study can be used by copy writer of advertisement especially advertisement on television media that making advertisement is not simple but they must pay attention to the target, way of performance, language or utterance used and others.