An Analysis Of Illocutionary On Slogans Of Cigarette Advertisements On Television

Keywords : Illocutionary act, Speech act, Slogans, Cigarette advertisementLanguage is important rule for human in communication each other. Languagehas close relation with human in society and it has a specific term. When peopleare doing communication, they are not only delivering the message, but alsoperforming an action from the utterance. This phenomenon is called speech acts.There are three types of speech act; locutionary act refers to what the speaker said,illocutionary act refers to force by the speaker, and perlocutionary act refers to theeffect of the illocutionary act to the hearer. Speech acts can be found in dailycommunication, for example it can be found in slogan. In this study, the writeranalyzes speech act within utterances contained in the slogan of cigaretteadvertisement on television. The objectives of the research are (1) to identify thetypes of illocutionary acts in slogans of cigarette advertisements, and (2) toidentify general function of illocutionary acts in the slogan of cigaretteadvertisements.This research conducted by using a qualitative method. The data were taken fromslogans of cigarette advertisements on television. The data were in the form ofphrases. After being collected, the data were organized and analyzed based onYule’s theory of illocutionary acts. This research reveals some findings. First,there are five types of illocutionary acts employed in the slogans of cigaretteadvertisements, namely Representative, directive, declarative, commissive, andexpressive. Declarative is found as the most dominant type. It is used by theadvertiser to give a description about the product. The factor that makesdeclarative dominate is because some slogans that selected declare theinformation about the product. This analysis found that some selected slogans usesome acts that belong to declarative are to declare the product itself. the speakerchanges a circumstance via phrases.