CHAPTER I INTRODUCTION 1.1Background of the Study Language is a social interaction tool to send our message and implication from the speaker or/and the writer to the hearer or reader by gestures (non-verbal), voices, and symbols that has various things that make up the rules of language.language is also used as a term to refer to the prescriptive rules of a given message,which may change over time and the various theories or perspective that attempt to understand it.an implication of a language describes the principles or rules governing the form and meaning of words, phrases, clauses, and sentences. Pragmatics in general is the study of language speaker to communicate more than it is said. It deals with the ways we reach out goal in communication. Yule (1996) says that pragmatics is concerned with the study of meaning as communicated by a speaker (or writer) and interpreted by reader (or listener). It has, consequently, more to do with the analysis of what people mean by their utterances than what the words in those utterances might mean by themselves. In pragmatics, there are 3 types of speech act. Such as locution, illocution, and perlocution. All of them is very important to make an utterance or interpretation to clearly accepted by the people. Inhttp://en.wikipedia.org/wiki/Illocutionary_act : Illocutionary act is a term in linguisticsintroduced by the philosopher John L Austin in his investigation of the various aspects of speech act.
Advertisement is constructed to have the intangible effect of selling products or services to the consumers. Advertiser also have many idea to make the consumers attracted to the advertisement and to make peoples purchase the products or services by the unusual slogan of that advertisement. Fryburger (1989:5) says that advertisements can be recognized as paid and non-personal communication forms used with persuasive intent by identified sources through various media. Advertisement tends to be an important part of modern life. We can find it almost everywhere, such in TV, radio, magazines, internet, or etc. Our life-style as a human-being is relatively influenced by many advertisements around us. Advertisement also contains slogan. The slogan is the line to make the message from the advertiser can caught by the hearer or reader. In http;//en.wikipedia.org/wiki/slogan, Slogan is a memorable motto or phrase used in political, commercial, religious, and other context as a repetitive expression of an idea or purpose. While advertising slogans are short, often memorable phrases used in advertising campaigns. They are claimed to be the most effective means of drawing attention to one or more aspects of a product.so the advertisement concludes as a form of business marketing, it is contains group of words or phrases (usually called slogan ), contains picture, and purpose. So from the paragraph above we can easily take a conclusion that advertisenment is different with slogan. Slogan is words or phrases that built memorable motto that uses for influential pragmatic context. It can be the part of advertisement. But advertisement can contain slogan, picture, addition information, etc. Advertisement is the whole of intangible tool to change people perception or influence people to do something. Slogan and picture ussualy is the most memorable thing of advertisement.
If an advertisement has a slogan, it is automatically classified as illocution because the purpose of that slogan is made to influence people in certain conditions depending on that product and the interpretation context is not in normal situation anymore. All of us know that the goal of advertisements is to makes peoples doing something after read it beyond the context of situation. Therefore, slogan also used in commercial advertisements as unique line messages to make people easy to memorize and drawing attention for those who read or hear it. Nowadays, there are so many slogan of advertisement containsillocutions. But unfortunately, sometimes there are so many peoples can not clearly understand the illocutions because of there are so many different cultures, habbits, and customs around the world. Meanwhile, internet advertising is for the global society. To analyze illocutionary in slogan of advertisements, the writer uses Searle s theory (Searle's classification for types of illocutions) For example, The Slogan: Real food for your busy lifestyle Product: Dunkin Donut (source: http://elcfoodunit.wikispaces.com/media) We can identify slogan because of the sentence has simple words or phrases to describe something. In http;//en.wikipedia.org/wiki/slogan, Slogan is a memorable motto or phrase used in political, commercial, religious, and other context as a repetitive expression of an idea or purpose. In this example of the slogan of food advertisement is a statement about their
commercial product. But illocutionally, it meant that the advertiser asserting and telling his / her certain prestige or also the certain prestige of the other peoples who have busy lifestyle. The advertiser also want to show to the readers of that slogan about habitually activity to have a snack time while busy. Essentially, the advertiser want to influence the reader of this advertisement to buy this product because the influential reason and advantage that I have mentioned above. In classifying the illocutionary speech act, Even though the slogan does not have verb in itself, but we can see the phrase real food that the advertiser wanted to asserting that their product of food will be loved and suitable for those that who do not have much time for cook their meals by themselves, and to consume those product as a prestigious thing because of the trigger phrase busy lifestyle. The advertiser made a one-sided statement to asserted the readers of this advertisement. So, the illocution speech act classified as assertiveilocution. Based on previous example, the writer will analyze 11 slogan of advertisements by analyzing, describing, classifying, and conclusing the illocutions that found in flight advertisement. The differences of this thesis is the writer focused on the illocutionary and the context of interpretation of spesific flight company that I will mention below (3.3 Data and Source of Data). Soin this thesis the writer want to analyze about the illocutionfound in the slogan of flight advertisement. The writer essentially want to guide the reader of that advertisement avoiding misperceptions and misinterpretations while reading the slogan, and also to help people to make sure about the implication and the illocution analysis that contained. 1.2Problem of the Study
The problems of this study are formulated by these research questions: 1. What types of illocutionary found in the slogan of the flight company advertisements? 2. What types of illocutionary that most often used in the slogan of flight company advertisements? 1.3 Objective of the Study 1. To find out the types of illocutions found in the slogan of the flight company advertisements. 2. To find out what types of illocutionary that most often used in the slogan of flight company advertisements. 1.4 Scope of the Study In this thesis, here are the scope of the study: - The type of illocution found in the slogan of flight company advertisements. - The types of illocutionary that most often used n the slogan of flight company advertisements. 1.5 Significance of the Study Practically, this thesis supposed tocontribute some significance for the readers as follow
1. To help the reader (in this context, the English Student) to get clear interpretation about the slogan of flight company advertisements.. 2. To help student of English department to know more about the illocution and to the reader who read the advertisements. Moreover, this thesis can make the reader knows more about the advertised services, slogan, and branding image by knowing their indirect messages in their slogan of advertisements. 1.6 Method of the Study In this thesis, the writer appliesqualitative method by collectingand analyzing the data related to the topic. Data are collected using library research of related books and internet websites fromseptember until October 2015. After data are collected, the data will be selected and analyzed using applied descriptive analytic method. After that, the writer concludes the research. 1.7 Review of Related Literature In writing this thesis, The writer reads some books and uses some descriptions of linguist to support this analysis: Goshgarian (1977) describes the difference between advertising language to other languages. He said that advertising language is different from most of the other languages that we use in our daily life. Advertising language is a specific language. It manipulates words, to say they work in
clever yet cautious combination to achieve a special objective, separating people from their money. Burke (1980:6) states that advertising is a sales message, which is directed on mass audience that views through persuation language to sell goods, services, or ideas on behalf of the paying sponsor.by reading that, we can conclude that there are special manipulated words in the slogan of advertisement used persuasively related with the illocutionary speech acts is the nation of te consequences or the effects, such acts have the effects on the action, thought, believes of the hearers. There are some thesis that analyze pragmatics in advertising also before. One of them is An Analysis of Presuppositions in Newsweek Advertisement Slogan by Try Reza Essra year 2011.That thesis is also used descriptive qualitative method to analyze the data of Newsweek advertisement. Obviously, eventhoughtessra s thesis describes about pragmatics, but it is only focused on the presupposition in Newsweek advertisement which is a good reference for the student to understand pragmatics. Also Perlocutionary Acts on English Advertisement (unpublished research) by Dra. Roma AyuniLoebis, M.A year 1999, which is a good reference for perlocutionaryspeech act found in English advertisement. Meanwhile, I make this thesis is more focused on the illocutionary to get the correct interpretation of it. CHAPTER II THEORITICAL FRAMEWORK