ILLOCUTIONARY ACTS IN THE HEADLINES AND SLOGANS OF BEAUTY PRODUCT ADVERTISEMENTS

Mustofa, Meliana (2017) ILLOCUTIONARY ACTS IN THE HEADLINES AND SLOGANS OF BEAUTY PRODUCT ADVERTISEMENTS. S1 thesis, Universitas Negeri Yogyakarta.

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Abstract

The objectives of the research are (1) to identify the types of illocutionary acts in headlines and slogans in beauty product advertisements, and (2) to examine the discursive context of illocutionary acts in the headlines and slogans of beauty product advertisements. This research employed pragmatics and discourse as its underpinning theories which become the basis of the data analysis. It was conducted by using a qualitative method. The data were taken from headlines and slogans of beauty product advertisements issued in Elle March 2016. The data were in the form of words, phrases, clauses, and sentences. After being collected, the data were organized and analyzed based on Searle’s theory of illocutionary acts. To gain the trustworthiness of the data in this study, triangulation was applied. This research reveals some findings. First, there are four types of illocutionary acts employed in the headlines and slogans of beauty product advertisements, namely assertive, directive, commissive, and expressive. Assertive is found as the most dominant type. It is used by the advertiser to give a description about the product. Besides, assertive also performs claims related to the product. Directive is employed by the advertiser to direct customers to do something. Commisive usually expresses a promise that the product offers some kind of results. Expressive is a type of illocutionary acts that states what the speaker, or the model/advertiser in the sense of advertising, feels such as pleasure, pain, likes, dislikes, joy, or sorrow. Second, the discursive context is examined and explained within eight categories, namely substance, picture, paralanguage, situation, co-text, inter-text, participants, and function. These aspects are interconnected and mutually informing. They construct the intended purpose of the production of the advertisement and determine the way customers perceive the intended illocutionary acts. Keywords: illocutionary acts, headlines and slogans, beauty product advertisements, discursive context

Item Type:	Thesis (S1)
Subjects:	Bahasa dan Sastra > Bahasa dan Sastra Inggris
Divisions:	Fakultas Bahasa, Seni dan Budaya (FBSB) > Pendidikan Bahasa Inggris > Sastra Inggris
Depositing User:	Admin Pendidikan Bahasa Inggris FBS
Date Deposited:	29 Sep 2017 02:50
Last Modified:	30 Jan 2019 15:12
URI:	http://eprints.uny.ac.id/id/eprint/52975

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