AN ANALYSIS OF ILLOCUTIONARY ACT FOUND IN FOOD AND BEVERAGE ADVERTISEMENTS

Abstract

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.
Key Words: Illocutionary Act, food and Beverage advertisement
Background
Advertising is an important element
to promote products, goods, idea or service
by many manufacturers. Advertisement can
be found in printed or electronic media such
as magazine, television and internet. The
aims of advertisement are to promote or
display the finest quality of products, goods,
idea or service in order to make the audience
identifies the products and know about the
products. In other words, it is used to
remember the name and to persuade the
audience to buy the product or to use the
service. To make the audience remember the
name of product, we need good
communication in advertisement.
In communication, there are the
speaker, message or information and the
hearer. In giving information, we use
language to make the hearer or the reader
understand our information to them. The way
of someone convinces and influences the
hearer can be studied in speech act theory.
According to Yule (1996:47), speech act is
actions performed via utterances. Analyzing
speech act means analyzing an utterance. In
producing speech act, a speaker can influence
a hearer.
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According to Austin in Levinson
(1983:236), there are three types of speech
act that are produced by the speaker. They
are, illocutionary act, locutionarry act, and
perlucotionary act, locutionarry act is the
utterance of sentence which determines sense
reference. Illlocutionarry act is the making
statement, offer, promise, etc, in uttering a
senteence, by virtue of the conventional force
associated with it (or with its explicit
performative paraphrase). Perlucotionary act
is bringing about the effect on the audience
by means of uttering of sentence.
In this research, the writer is
interested to discuss illocutionary act in food
and beverage advertisements in internet
media. Illocutionary acts can be uttered
through representative, commisive,
directives, expressive and declaration acts. It
means when the speaker says something
there are illocutionary acts in his utterances.
For example when a speaker says a
declarative utterance in his advertisement of
their product, it does not mean that he just
tells information or informs something seems
in the syntactic form of that utterance. The
advertiser has their own priority of
illocutionary act that want to be shown to the
consumers such as to promote the best side
of their own product, services and goods. For
example the utterance Mizone’s soft drink is
(be100%). This utterance is intended to
persuade the consumers to buy its product or
indirectly “buy our product” but the form of
how advertisers deliver their ideas are
different because they want to make good
choice of words that can convey the best side
of their product. It intends to show the
excellent of the product or to show their good
qualities of the product.
In doing this research, the writer
relates how the advertisement persuades the
consumer by using illocutionary act. As the
object of the study, the writer chooses food
and beverage advertisement from internet
media. In food and beverage advertisement,
the writer focuses to discuss form and
function of illocutionary act which use by
advertisers in their advertisement.
Methodology
In method of the research, the writer
uses type of analyzing qualitative.
Qualitative research is the research that its
data are explained in verbal form and are
analyzed without using statistic technique.
Qualitative is the research that data take from
words. The writer focuses discussing the
utterance in the advertisements. The data is
taken from advertisement in internet media.
From the internet media, the writer tries to
analyze the data from food and beverage
advertisement.
In collecting data in this research, the
writer uses observation method to collect the
data. The observation method is the method
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in collecting the data by the process of
observing to the language that is research.
The writer observes the data by reading and
searching food and beverage advertisement
in internet media.
After using observation method to
collecting the data, the writer uses notetaking
technique to identify the forms of the
data and functions of illocutionary act in
those advertisements. Some steps that the
writer use in collecting data;
1. Reading and searching the data from
internet media.
2. Identifying the forms and functions of
illocutionary act from the
advertisement.
3. Making a list to the sentence.
4. Writing the data in the notebook.
5. Classifying the data into the forms
and functions of illocutionary act.
In this research, the writer observes,
reads and search carefully internet media to
find the occurrence of illocutionary act. And
next the writer classifies the utterance into
forms of illocutionary act, and functions of
illocutionary act.
There are two methods in
representing of the data analysis; they are
formal and informal method. The formal
method explain about symbols and signs, and
the informal method is using the writer own
word to explain the analysis. So, to represent
the data, the writer applied informal method.
Analysis and Finding
In analyzing the data, the writer was
taken data from internet media especially on
the advertisement of food and beverage
advertisements. The writer analysis the data
about the form and function of illocutionary
act in food and beverage advertisements. The
forms of illocutionary act are related with
three forms, declarative, interrogative and
imperative. While the function of
illocutionary act, divide 5 functions, they are
assertive, directive, commisives, expressive
and declaration
1. Beverage advertisements
1.1. Declarative
Declarative is a kind syntactic forms
of illocutionary act which give information
about something. Declarative form is used to
make a statement. This grammatical one
form of the utterance has truth meaning to
give information about something. The
speaker conveys the information for
example:
Example 1
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In the advertisement, the advertisers
and The Coca-Cola Company made the
utterance in the advertisement. The context in
advertisement, speaker is advertiser, the
addresses are consumers. In epistemic
context, Coca cola is a soft drink which
contains the carbonated. Coca cola can make
you will be happiness and fresh. The
utterance is Coca Cola open happiness. The
utterance of the advertisement is to offer the
product. The intention of the utterance is
with coca cola you will get happiness.
Based on the utterance in
advertisement above the syntactic form of the
utterance above is declarative form. But
actually the utterance has imperative
function. The advertisers decide to promote
their product in statement or give information
to the addresses. In this case, the syntactic
form of the utterance is different with the
intended purpose of the speaker. The
advertisers are not directs requesting the
consumer to use the product. It means that
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.
Example 2
In the advertisement, the advertisers
and The Nescafe Company make the
utterance in the advertisement. The context in
advertisement, speaker is advertiser, the
addresses are consumers. In epistemic
context, Nescafe is a brand introduced by the
Nestlé Company. Nescafe is a brand of
instant coffee which has so many products.
The utterance of Nescafe above is up for
anything. The utterance of the advertisement
is to offer the product. The intention of the
utterance above is stating to the consumers
that their product can drink in any activities.
The syntactic form of the utterance
above is declarative form. The advertisers
decide to promote their product in a
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statement or declarative form. But actually
the utterance has imperative function. The
advertisers decide to promote their product in
statement or give information to the
addresses. In this case, the syntactic form of
the utterance is different with the intended
purpose of the speaker. The advertisers are
not directs requesting the consumer to
consume the product. It means that the
advertiser is only use statement to persuade
the consumer.
The function of utterance in the
advertisement above is representatives.
Assertive/representatives: commit the
speaker to the truth of he expressed
proposition. The utterance is stating that the
Nescafe product can use in any activities. As
we know that Nescafe is coffee product. The
product make the consumers more spirit and
not easier sleepy in doing all activities.
1.2. Imperative
Imperative form is used to give an
order or make a request. For example:
Example 3
It is another example of coca cola
drink. The context in advertisement, speaker
is advertiser, the addresses are consumers. In
epistemic context, Coca cola is a soft drink
which contains the carbonated. Coca cola can
make you will be fresh. The utterance is stop
for a pause… go refreshed. The utterance of
the advertisement is to offer the product. The
intention of the utterance is fresh your body
with coca cola in doing activity or after doing
some activity.
In the advertisement above, the
advertisers and coca cola company decide to
promote their product with Imperative form.
Imperative is a kind of illocutionary act
which give an order or make a request about
something. The advertisers are direct
requesting the readers to consume their
product. So the function of utterance in
advertisement above is Directives. Directive
is intended to produce some effect through
action by the hearer. The utterance ‘stop for a
pause… go refreshed’ can mean that this
utterance request the consumer to fresh the
body with coca cola in doing activity or after
doing some activity.
In the advertisement above we can
see, a man who feel tired after drove the car
and fill the gas, invited by the other man to
drink a coca cola bottle, to refresh the body
after do some activity. As we know that coca
cola is a soft drink. Coca cola can consume
in all time and all activity.
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Example 4
It is one of another Mizone
advertisement. In the advertisement, the
advertisers and The Mizone Company give
an utterance in the advertisement. The
context in advertisement, speaker is
advertiser, the addresses are consumers. In
epistemic context, Mizone is active water
drinking. Mizone Active Water contains B
Vitamins to unlock energy reserves in your
body. And with the unique flip and flow cap,
Mizone Active Water is the ideal drink for
when you are active. The utterance is be 100
%. The utterance of the advertisement is to
offer the product. The intention of the
utterance is request the hearer to be kept 100
% with mizone drink in doing activities.
The syntactic form of the utterance
above is imperative form. The advertisers
decide to promote their product with request
form. Imperative is a kind of illocutionary act
forms which give an order or make a request
about something. The advertisers are direct
requesting the reader to use their product and
consume their product with the imperative
form. The function of utterance in
advertisement above is Directives. Directive
is intended to produce some effect through
action by the hearer. The utterance “be
100%” can mean that this utterance have a
request function. The advertiser and Mizone
Company invite the consumer to be kept
100% with Mizone drink in doing activities.
As we know that Mizone drink is ion supply
drink. So they invite the readers to change
ion body which spend because do some
activities with Mizone drink.
1.3. Interrogative
Interrogative is used to ask a question. For
example:
Example 5
In the advertisement above, the
advertisers and The Mizone Company make
many utterances in the advertisement, but
just one main utterance where do you go.
The context in advertisement, speaker is
advertiser, the addresses are consumers. In
epistemic context, Mizone is active water
drinking. Mizone Active Water contains B
Vitamins to unlock energy reserves in your
body. And with the unique flip and flow cap,
Mizone Active Water is the ideal drink for
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when you are active. The utterance is “where
do you go”. The utterance of the
advertisement is to offer the product. The
intention of the utterance is with mizone
drink, you can do so many activities, where
do you want and what do you want, with
mizone drink you will be keep active.
The syntactic form of the utterance
above is interrogative form. Interrogative is
used to ask a question. The advertisers decide
another way to promote their product to the
consumers. The advertisers use asking
question to persuade the consumer. The
advertisers give Challenge to the consumer to
consume the product wherever consumer
going. Based on the intention of the utterance
above, the function of utterance in
advertisement above is Directives. Directive
is intended to produce some effect through
action by the hearer. The utterance ““where
do you go” can mean that this utterance have
a future function. The advertisers give
promising to the future action of the hearer.
The hearer as consumers will keep active in
doing all activities with mizone drink.
2. Food Advertisements
2.1. Declarative
Declarative is a kind syntactic forms
of illocutionary act which give information
about something. Declarative form is used to
make a statement. This grammatical one
form of the utterance has truth meaning to
give information about something. The
speaker conveys the information for
example:
Example 6
In the advertisement above, the
advertisers and The Bogadillo Company
made the utterance in the advertisement. The
context in advertisement, speaker is
advertiser, the addresses are consumers. In
epistemic context, the bocadillo or bocata, in
Spain and Latin-American countries, is a
sandwich made with Spanish bread cut
lengthwise, not with sliced bread.
Traditionally seen as a humble food, its low
cost has allowed it to evolve over time into
an iconic piece of cuisine. In Spain, bocadillo
are often eaten in cafes and tapas bars. The
utterance is we are better than burger. The
utterance of the advertisement is to offer the
product. The intention of the utterance is to
stating or to give information to the readers
that they product is better than burgers. In
Mexico they are the number one fast food.
Based on the utterance in
advertisement above, the syntactic form of
the utterance above is declarative form. The
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advertisers decide to promote their product in
statement or declarative form. Declarative is
a kind of illocutionary act which give
information about something. But actually
the utterance has imperative function. The
advertisers decide to promote their product in
statement or give information to the
addresses. In this case, the syntactic form of
the utterance is different with the intended
purpose of the speaker. The advertisers are
not directs requesting the consumer to
consume the product. It means that the
advertiser is only use statement to persuade
the consumer. In addition, the function of
utterance in the advertisement above is
assertive/representatives.
Assertive/representatives: commit the
speaker to the truth of he expressed
proposition. The utterance is to stating or to
give information that they product is better
than burgers. In Mexico they are the number
one fast food.
Example7
In the advertisement, the advertisers
and McDonald's Corporation made the
utterance in the advertisement. The context in
advertisement, speaker is advertiser, the
addresses are consumers. In epistemic
context, The McDonald's Corporation
(NYSE: MCD) is the world's largest chain of
hamburger fast food restaurants. McDonald's
primarily sells hamburgers, cheeseburgers,
chicken, french fries, breakfast items, soft
drinks, milkshakes and desserts. The
utterance in advertisement is free Wi-Fi
served at all restaurants. The utterance of the
advertisement is to offer the product. The
intention of the utterance is recommending
the reader about the best of servicing in
McDonald’s. They are stating that they
restaurants served the consumers with free
Wi-Fi in every restaurants of McDonald's.
Based on the utterance in
advertisement above, the syntactic form of
the utterance above is declarative form. The
advertisers decide to promote their product in
a statement or declarative form. But actually
the utterance has imperative function. The
advertisers decide to promote their product in
statement or give information to the
addresses. In this case, the syntactic form of
the utterance is different with the intended
purpose of the speaker. The advertisers are
not directs requesting the consumer to
consume the product. It means that the
advertiser is only use statement to persuade
the consumer. In addition, the function of
utterance is Assertive/representatives.
Assertive/representatives: commit the
speaker to the truth of he expressed
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proposition. Mc Donald is stating that in
every McDonald's restaurants, they served
Free Wi-Fi to make the consumers enjoying.
2.2. Imperative
Imperative form is used to give an
order or make a request. For example:
Example 8
In the advertisement above, the
advertisers and McDonald's Corporation
made the utterance in the advertisement. The
context in advertisement, speaker is
advertiser, the addresses are consumers. In
epistemic context, The McDonald's
Corporation (NYSE: MCD) is the world's
largest chain of hamburger fast food
restaurants. McDonald's primarily sells
hamburgers, cheeseburgers, chicken, french
fries, breakfast items, soft drinks, milkshakes
and desserts. In response to changing
consumer tastes, the company has expanded
its menu to include salads, fish, wraps,
smoothies and fruit. The utterance is give our
best to your family. The utterance of the
advertisement is to offer the product. The
intention of the utterance is recommending
the reader about served and the best of
products in McDonald’s.
Based on the utterance above, the
syntactic form of this utterance is imperative,
Imperative is a kind of illocutionary act
which give an order or make a request about
something. The advertisers are direct
requesting the readers to enjoying with their
product and their served. So the function of
utterance in advertisement above is
Directives. Directive is intended to produce
some effect through action by the hearer. In
this case, McDonald’s recommending the
reader about served and the best of products.
2.3. Interrogative
Interrogative is used to ask a question. For
example:
Example 9
Advertisement is another example of
KFC advertisements. On the advertisement,
the advertiser gives question utterance. The
context in advertisement, speaker is
advertiser, the addresses are consumers. In
epistemic context, KFC primarily sells fried
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chicken pieces and variations such as chicken
fillet burgers (chicken sandwiches [US]) and
wraps, salads and side dishes such as French
fries and coleslaw, desserts and soft drinks,
often supplied by PepsiCo. So to make the
consumers satisfied with their food. The KFC
try to make available their product with a
bumper bucket packet. The utterance is how
about a bumper bucket. The intention of
utterance is recommending to the consumers
or readers about the new big packet of CFC.
Based on utterance above, the
syntactic form of the first utterance above is
interrogative form. Interrogative is used to
ask a question. The advertisers ask question
to the consumer to promote their product and
persuade the consumer. This utterance has
directives the function. Directive is intended
to produce some effect through action by the
hearer. In this case, CFC recommends to the
readers they served the consumers with
bumper bucket or big packet. Bumper bucket
packet is super packet jumbo in KFC
product. This packet available to consumer
who wants buys KFC food to consume
together, example for birthday or another
party.
Conclusion
After analyzing the data, the writer
found three form utterances of illocutionary
acts in food and beverage advertisements.
They are declarative, imperative, and
interrogative. In this case, the forms of
illocutionary act dominant by the declarative
form. Many of the advertisers try to persuade
the consumer with give information or
statement to promote the product. To make
know about the meaning of utterance, the
consumer should use background knowledge
to know the meaning.
The writer also found five basic kind
function utterance of illocutionary act in food
and beverage advertisements. They are
representative, directive, commissive,
expressive and declaration. These acts
intended to deliver the advertiser intention.
Representative is the basic kind functions of
illocutionary act which dominant in food and
beverage advertisements. Representative
commit the speaker to the truth of he
expressed proposition. The advertiser does
suggesting, stating and claiming the product
to persuade the readers as consumers.
Directive use by the advertisers is to request
and recommend the reader about the
products. Commissive use by the advertiser
is to give some future action which can get
by the readers as consumers. Expressive use
by the advertiser is to make know about the
product. In this case the advertiser praising
the product to the readers as consumers. And
the last is declaration, declaration is to use
for illocutions whose successful
performances, such as declare about the
effective of the product.
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Acknowledgements
Alhamdulillahirobbil’alamin, all
praises and tanks the writer says to allah
SWT the almighty, for help, mercy, gift,
loves and guidance to me. Without His help,
guidance and mercy this thesis could not
have finished well. Thensalawat and salam,
the writer says to great human leader
Muhamad SAW who guide people from the
bad style of life to the good style of life.
Special gratitude and appreciation,
the writer expresses his thanks to his first
supervisor Dra. Nova Rina, M.Hum, and Dra.
Fatimah Tanjung, M.Hum as his second
supervisor. I thank to the knowledge, time,
suggestion, advices, idea, and correction in
guiding his thesis. Your contribution and
guidance in his thesis are valuable things
which will not be forgotten to me. I would
like to thank too, to all of the lectures in
English Department.
The deepest gratitude, the writer says
to his big family. This thesis I dedicate to my
parents; my beloved father Syaiful NR and
my beloved mother Anizar who always loves
me, give spirit, and always guidance me pray
to Allah SWT. I love you my parents. I am
nothing without guidance and help of them.
This thesis also dedicates to my brother
WahyuFajriSani, my sister
ArRahmiFajriSani and who give spirit and
support in making this thesis.
Then, my gratitude is to my lovely
friend, my dear Rosi Melisa Rullis who
always beside me and also gives spirit and
support to me in processing making this
thesis. Next my gratitude is to all of my
friends, English Department students of
Bung Hatta University 08, The Fantastic
Four Ps2, Molotof Fc, Harihito Fc, and
B.A.B community.
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