Escolar Documentos
Profissional Documentos
Cultura Documentos
ADVERTISEMENTS
Abstract
In this thesis, the writer described about illocutionary act which was used in food and
beverage advertisement. The writer focused to discuss about structure forms of utterance of
illocutionary act and functions of illocutionary in food and beverage advertisement. The data
were taken from internet media. In the research, the writer found all of form and four
functions of illocutionary act in food and beverage advertisement. The writer concluded that
the advertiser used the form and function of illocutionary act in order to make the reader
interest with the product. The form of utterance often used by the advertiser is declarative.
The advertiser often gave a statement or information to the reader in the advertisement in
order to persuade the readers. Actually, all the utterance has imperative function but the
advertisers are not directs requesting the consumer to use the product. It means that the
advertiser only used statement to persuade the consumer. In addition, the function of
illocutionary act which often use by the advertiser is representative. The writer gave some
stating, claiming and suggestions to the reader in order to make the reader interesting.
3
the advertiser is only use statement to
persuade the consumer. In addition the
function of the utterance is commisives. As
we know that Commisives is commit the
speaker to some future action. The utterance
‘coca cola open happiness’ have functions to
give a promise to the consumer that the
product will make the consumer happiness
than before. Happiness will happened in your
live after drinking the coca cola.
In the advertisement, the advertisers
and The Coca-Cola Company made the Example 2
4
statement or declarative form. But actually It is another example of coca cola
the utterance has imperative function. The drink. The context in advertisement, speaker
advertisers decide to promote their product in is advertiser, the addresses are consumers. In
statement or give information to the epistemic context, Coca cola is a soft drink
addresses. In this case, the syntactic form of which contains the carbonated. Coca cola can
the utterance is different with the intended make you will be fresh. The utterance is stop
purpose of the speaker. The advertisers are for a pause… go refreshed. The utterance of
not directs requesting the consumer to the advertisement is to offer the product. The
consume the product. It means that the intention of the utterance is fresh your body
advertiser is only use statement to persuade with coca cola in doing activity or after doing
the consumer. some activity.
The function of utterance in the
In the advertisement above, the
advertisement above is representatives.
advertisers and coca cola company decide to
Assertive/representatives: commit the
promote their product with Imperative form.
speaker to the truth of he expressed
Imperative is a kind of illocutionary act
proposition. The utterance is stating that the
which give an order or make a request about
Nescafe product can use in any activities. As
something. The advertisers are direct
we know that Nescafe is coffee product. The
requesting the readers to consume their
product make the consumers more spirit and
product. So the function of utterance in
not easier sleepy in doing all activities.
advertisement above is Directives. Directive
1.2. Imperative is intended to produce some effect through
action by the hearer. The utterance ‘stop for a
Imperative form is used to give an
pause… go refreshed’ can mean that this
order or make a request. For example:
utterance request the consumer to fresh the
Example 3 body with coca cola in doing activity or after
doing some activity.
above is imperative form. The advertisers advertisers and The Mizone Company make
decide to promote their product with request many utterances in the advertisement, but
form. Imperative is a kind of illocutionary act just one main utterance where do you go.
forms which give an order or make a request The context in advertisement, speaker is
about something. The advertisers are direct advertiser, the addresses are consumers. In
requesting the reader to use their product and epistemic context, Mizone is active water
consume their product with the imperative drinking. Mizone Active Water contains B
advertisement above is Directives. Directive body. And with the unique flip and flow cap,
is intended to produce some effect through Mizone Active Water is the ideal drink for
6
when you are active. The utterance is “where give information about something. The
do you go”. The utterance of the speaker conveys the information for
advertisement is to offer the product. The example:
intention of the utterance is with mizone
Example 6
drink, you can do so many activities, where
do you want and what do you want, with
mizone drink you will be keep active.
9
chicken pieces and variations such as chicken interrogative. In this case, the forms of
fillet burgers (chicken sandwiches [US]) and illocutionary act dominant by the declarative
wraps, salads and side dishes such as French form. Many of the advertisers try to persuade
fries and coleslaw, desserts and soft drinks, the consumer with give information or
often supplied by PepsiCo. So to make the statement to promote the product. To make
consumers satisfied with their food. The KFC know about the meaning of utterance, the
try to make available their product with a consumer should use background knowledge
bumper bucket packet. The utterance is how to know the meaning.
about a bumper bucket. The intention of
The writer also found five basic kind
utterance is recommending to the consumers
function utterance of illocutionary act in food
or readers about the new big packet of CFC.
and beverage advertisements. They are
Based on utterance above, the representative, directive, commissive,
syntactic form of the first utterance above is expressive and declaration. These acts
interrogative form. Interrogative is used to intended to deliver the advertiser intention.
ask a question. The advertisers ask question Representative is the basic kind functions of
to the consumer to promote their product and illocutionary act which dominant in food and
persuade the consumer. This utterance has beverage advertisements. Representative
directives the function. Directive is intended commit the speaker to the truth of he
to produce some effect through action by the expressed proposition. The advertiser does
hearer. In this case, CFC recommends to the suggesting, stating and claiming the product
readers they served the consumers with to persuade the readers as consumers.
bumper bucket or big packet. Bumper bucket Directive use by the advertisers is to request
packet is super packet jumbo in KFC and recommend the reader about the
product. This packet available to consumer products. Commissive use by the advertiser
who wants buys KFC food to consume is to give some future action which can get
together, example for birthday or another by the readers as consumers. Expressive use
party. by the advertiser is to make know about the
product. In this case the advertiser praising
Conclusion
the product to the readers as consumers. And
After analyzing the data, the writer the last is declaration, declaration is to use
found three form utterances of illocutionary for illocutions whose successful
acts in food and beverage advertisements. performances, such as declare about the
They are declarative, imperative, and effective of the product.
10
Acknowledgements Then, my gratitude is to my lovely
friend, my dear Rosi Melisa Rullis who
Alhamdulillahirobbil’alamin, all
always beside me and also gives spirit and
praises and tanks the writer says to allah
support to me in processing making this
SWT the almighty, for help, mercy, gift,
thesis. Next my gratitude is to all of my
loves and guidance to me. Without His help,
friends, English Department students of
guidance and mercy this thesis could not
Bung Hatta University 08, The Fantastic
have finished well. Thensalawat and salam,
Four Ps2, Molotof Fc, Harihito Fc, and
the writer says to great human leader
B.A.B community.
Muhamad SAW who guide people from the
Bibliography
bad style of life to the good style of life.
Austin, J, L. How to Do Things with Words.
Special gratitude and appreciation, Oxford: Clarendon press. (second
the writer expresses his thanks to his first revised, edn,1975) 1962
supervisor Dra. Nova Rina, M.Hum, and Dra. Cristal, David. The Cambridge
Encyclopedia of Language.
Fatimah Tanjung, M.Hum as his second
Cambridge: Cambridge
supervisor. I thank to the knowledge, time, University Press.1991
suggestion, advices, idea, and correction in Levinson, Staphen.C. Pragmatics.
guiding his thesis. Your contribution and Cambridge: University Press. 1983
guidance in his thesis are valuable things Parker, Frank. Linguistics for non-
linguists. United States of America:
which will not be forgotten to me. I would
Little, Brown and Company. 1946.
like to thank too, to all of the lectures in
Rini, Puspa. An Analysis of Illocutionary
English Department.
Act Found in Advertisement in
Sushi FM Padang. Padang:
The deepest gratitude, the writer says Bung Hatta University. 2003
to his big family. This thesis I dedicate to my
Sandra, Dewi. An Analysis of Illocutionary
parents; my beloved father Syaiful NR and Act Found in drama an Ideal
Husband written by Occar
my beloved mother Anizar who always loves
Wilde. Padang: Bung Hatta
me, give spirit, and always guidance me pray University. 2005
to Allah SWT. I love you my parents. I am Yule, George. Pragmatic. Oxford:
nothing without guidance and help of them. University Press. 1996
11
http://www.psdbox.com/misc/62-creative-
drink-ads/
http://www.youthedesigner.com/2011/11/23/
42-creative-food-advertisements-that-will-
win-you-over/
http://www.presidiacreative.com/35-clever-
and-creative-food-ads/
http://www.google.com/search?q=creative+f
ood+advertisements&hl=en&tbo=u&tbm=isc
h&source=univ&sa=X&ei=OdX-
UPbhJsrRrQfat4GICA&sqi=2&ved=0CDcQ
sAQ&biw=1366&bih=667
12