SPEECH ACTS ANALYSIS OF MCDONALD AND WENDY’S …
Transcript of SPEECH ACTS ANALYSIS OF MCDONALD AND WENDY’S …
SPEECH ACTS ANALYSIS OF MCDONALD AND WENDY’S
ADVERTISEMENTS
THESIS
Submitted to the Board of Examination
In Partial Fulfillment of Requirements
for Literary Degree at English Literature Department
by:
MAISAROH
AI.160794
ENGLISH LITERATURE DEPARTMENT
ADAB AND HUMANITIES FACULTY
STATE ISLAMIC UNIVERSITY
SULTAN THAHA SAIFUDDIN JAMBI
2021
i
NOTA DINAS
Jambi, 27 Mei 2021
Pembimbing I : Ulfatmi Azlan, SS.MA
Pembimbing II : Dian Mukhlisa, S.Pd, MA
Alamat : Fakultas Adab dan Humaniora
UIN STS Jambi
Kepada Yth
Ibu Dekan Fakultas Adab dan Humaniora
UIN STS Jambi
Di-
Tempat
Assalamu’alaikum wr.wb
Setelah membaca dan mengadakan perbaikan seperlunya, maka kami
berpendapat bahwa skripsi saudari: Maisaroh, Nim. AI.160794, yang berjudul
“Speech Acts Analysis of Mcdonald and Wendy’s Advertisements”, telah
dapat diajukan untuk dimunaqosahkan guna melengkapi tugas-tugas dan
memenuhi syarat-syarat untuk memperoleh gelar sarjana strata satu (S1) pada
Fakultas Adab dan Humaniora, UIN STS Jambi. Maka, dengan itu kami ajukan
skripsi tersebut agar dapat diterima dengan baik.
Demikianlah kami ucapkan terima kasih, semoga bermanfaat bagi
kepentingan kampus dan para peneliti.
Wassalamu’alaikum wr.wb
Pembimbing I Pembimbing II
Ulfatmi Azlan, SS.MA Dian Mukhlisa, S.Pd, MA
NIP: 198411272011012012 NIP: 198808112015032006
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APPROVAL
Jambi, 27 Mei 2021
Supervisor I : Ulfatmi Azlan, SS.MA
Supervisor II : Dian Mukhlisa, S.Pd, MA
Address : Adab and Humanities Faculty
State Islamic University
Sulthan Thaha Saifuddin Jambi.
To
The Dean of Adab and Humanities
Faculty
State Islamic University
In
Jambi
Assalamu’alaikum wr. Wb
After reading and revising everything extend necessary, so we agree that the thesis
entitled “Speech Acts Analysis of Mcdonald and Wendy’s Advertisements”
can be submitted Munaqasyah exam in part fulfillment to the Requirement for the
Degree of Humaniora Scholar. We submitted it in order to be received well. Thus,
we hoped it can be useful for all.
Wassalamu’alaikum wr. Wb
Pembimbing I Pembimbing II
Ulfatmi Azlan, SS.MA Dian Mukhlisa, S.Pd, MA
NIP: 198411272011012012 NIP: 198808112015032006
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MOTTO
ا ها فسا إله وسعا نا لف ٱلله لا يكا
Allah does not obligate anyone beyond his capacity,
(QS. Al-Baqarah:286)1
Allah tidak membebani seseorang melainkan sesuai dengan kesanggupannya,
(QS. Al-Baqarah:286)2
ديدا يصلح لاكم قولوا قاول سا ا واقوا الل نوا اته ا الهذينا اما ها ااي ي
غفر لا يا الاكم وا سولاه فاقاد فاازا ااعما را ا وان يطع الل ما كم وا كم ذنوبا
ظيما فاوزا عا
O believers! Be mindful of Allah, and say what is right. He will bless your deeds
for you, and forgive your sins. And whoever obeys Allah and His Messenger, has
truly achieved a great triumph.
(QS. Al-Ahzab:70-71)3
Wahai orang-orang yang beriman! Bertakwalah kamu kepada Allah dan
ucapkanlah perkataan yang benar, niscaya Allah akan memperbaiki amal-amalmu
dan mengampuni dosa-dosamu. Dan barangsiapa menaati Allah dan Rasul-Nya,
maka sungguh, dia menang dengan kemenangan yang agung.
(QS. Al-Ahzab:70-71)4
1 The Mobile Qur‟an (2020), Qur’an and its translation, retrieved from
http://www.ggindonesia.web.id/q1a https://quran.kemenag.go.id/sura/94 accepted on January 25,
2021 on 11:30 am.
2 QS. Al-Baqarah:286 retrieved from https://quran.kemenag.go.id/sura/94 accepted on
January 25, 2021 on 11:30 am.
3 The Mobile Qur‟an (2020), Qur’an and its translation, retrieved from
http://www.ggindonesia.web.id/q1a https://quran.kemenag.go.id/sura/94 accepted on January 25,
2021 on 11:30 am.
4 QS. Al-Ahzab:70-71retrieved from https://quran.kemenag.go.id/sura/94 accepted on
January 25, 2021 on 11:30 am.
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ACKNOWLEDGEMENT
Firstly, the writer would like to say Alhamdullilahirabil’alamin, all praise
to Allah SWT the lord of all creatures, for His Blessing from the starting point of
my study until now the end of my study. After that, Shalawat and salam be upon
to our Prophet Muhammad SAW, hopefully we will get His syafa’at later at The
Last Day. Secondly, I would like to express her deepest gratitude to people who
helped the writer in accomplishing this thesis.
To accomplish this thesis, the writer had been given one great deal to
many people. Thus, the writer would like to say thanks for their contribution, they
are:
1. Prof. Dr. Suaidi, MA., Ph. D as a Rector of State Islamic University of Sulthan
Thaha Saifuddin Jambi.
2. Dr. Halimah Dja'far, S.Ag, M. Fil. I as The Dean of Adab and Humanities
Faculty. Dr. Ali Muzakir, M. Ag; Dr. Alfian, S.Pd, M.Ed; Dr. Roudhoh,
M.Pd.I. The Vices of the Dean.
3. Dian Mukhlisa, S.Pd., MA., The Chairwoman of English Literature
Department as my supervisors, thank you for helping me in the preparation of
this thesis, and Chandri Febri Santi, M.Pd., The Secretary of English
Literature Department.
4. All the Lecturers and staffs of Adab and Humanities Faculty, then
contribution and assistant during studying in UIN of Sulthan Thaha Saifuddin
Jambi.
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5. Ulfatmi Azlan, SS.MA as my supervisors, thank you so much for the time,
opportunity, and knowledge that has been given during the completion of my
thesis.
6. To my beloved parents, “M. Daud (Alm) and Nurasiah” who always cheered
and supported me all the time, for all their love and attention. I know you will
always pray for my success, there are not enough words to express my
gratitude for everything.
7. To my brothers “Heri Kuswanto and Deden Purnama”, thank you for the help
and support that has been given so far. I am very lucky to have you as my
brother.
8. To all beloved friends of ENGLISH LITERATURE 2016 A and B. Thank you
friends for the advice, love, assistance, support, ideas, and extraordinary
experiences that we have made together. I am very grateful to be part of this
family.
This thesis is still far away from perfection. I need some critics and
suggestions, so that I can be better in the future. Finally, the writer hopes this
thesis will give positive contributions for readers, especially for the students of
English Literature Department of Adab and Humanities Faculty.
Jambi, 27 Mei 2021
The writer
Maisaroh
Nim: AI.160794
viii
ABSTRACT
Maisaroh, 2021 : Speech Acts Analysis of Mcdonald and Wendy’s At
Advertisement
Supervisor I : Ulfatmi Azlan, SS.MA
Supervisor II : Dian Mukhlisa, S.Pd, MA
The researcher discussed about the illocutions of McDonald's and Wendy's
commercials. Illocution is a speech act to express something, at the same time it
can be used to do something. Researcher are interested in researching speech acts
in this food advertisement because burger food is not authentic Indonesian food,
but foreign food products can thrive in other countries, this is because of their
good marketing strategy. In addition, the use of unique language is also
interesting, easy to remember, and can give a deep impression to the audience so
that it can influence the audience to buy the products in the ad. The purpose of this
research is to describe the kinds of illocution, and to analyze the function of
advertising. The theory used to describe the type of illocutionary using Searle's
theory, and to analyze the advertising function using theory according to Tyagi
and Kumar. This research is a qualitative research with a descriptive approach.
Based on the formulation of the problem, this study has revealed two findings.
Consists of; First, the kinds of illocutions obtained are that in McDonald's
advertisements there are assertives, directives, and declaratives. In Wendy's
advertisement found assetive, commissive, directive, and declarative. Second, the
advertising function is obtained, namely in McDonald's advertisements there are
informing function, persuading function, reminding function, and adding value
function. In Wendy's advertisement there is an informing function, and an
assisting function.
Keywords : Speech Acts, Advertising Function, Mcdonald and Wendys
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ABSTRAK
Maisaroh, 2021 : Speech Acts Analysis of Mcdonald and Wendy’s At
Advertisement
Supervisor I : Ulfatmi Azlan, SS.MA
Supervisor II : Dian Mukhlisa, S.Pd, MA
Peneliti membahas tentang ilokusi yang ada pada iklan Mcdonald's dan Wendy's.
Ilokusi adalah tindak tutur untuk menyatakan sesuatu, sekaligus dapat digunakan
untuk melakukan sesuatu. Peneliti tertarik untuk meneliti tindak tutur dalam iklan
makanan ini karena makanan burger bukanlah makanan asli indonesia, akan tetapi
produk makanan luar negeri ini bisa berjaya di negara lain, hal ini dikarenakan
karena strategi pemasaran mereka yang baik. Selain itu penggunaan bahasa pada
yang unik juga menarik, mudah diingat, dan dapat memberikan kesan yang dalam
kepada audiens sehingga dapat mempengaruhi audiens untuk membeli produk
yang ada di iklan tersebut. Tujuan dari penelitian ini untuk mendeskripsikan tipe
ilokusi, dan menganalisis fungsi periklanan. Teori yang digunakan adalah untuk
mendeskripsikan tipe ilokusi menggunakan teori menurut Searle, dan untuk
menganalisis fungsi periklanan menggunakan teori menurut Tyagi dan Kumar.
Penelitian ini adalah penelitian kualitatif dengan pendekatan deskriptif.
Berdasarkan rumusan masalah, penelitian ini telah mengungkap dua temuan.
Terdiri dari; Pertama, jenis ilokusi yang didapatkan yaitu pada iklan McDonald's
terdapat assertive, directives, dan declarative. Dalam iklan Wendy ditemukan
assertive, commisive, directive, dan declarative. Kedua, pada fungsi periklanan
didapatkan yaitu pada iklan McDonald's terdapat fungsi informing, fungsi
persuading, fungsi reminding, dan fungsi adding value. Dalam iklan Wendy
terdapat fungsi informing, dan fungsi assisting.
Kata Kunci : Tindak Tutur, Fungsi Iklan, Mcdonald and Wendys
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TABLE OF CONTENT
PAGE OF TITLE
APPROVAL....................................................................................................... i
LETTER OF RATIFICATION ....................................................................... ii
ORIGINAL THESIS STATEMENT .............................................................. iii
MOTTO ............................................................................................................. iv
DEDICATION ................................................................................................... v
ACKNOWLEDGEMENT ................................................................................ vi
ABSTRACT ....................................................................................................... viii
ABSTRAK ........................................................................................................... ix
TABLE OF CONTENT .................................................................................... x
CHAPTER I: INTRODUCTION
A. Background of Problem .......................................................................... 1
B. Formulation of Problem .......................................................................... 5
C. Limitation of the Research ...................................................................... 5
D. Purpose of the Research .......................................................................... 6
E. Significance of the Research ................................................................... 6
CHAPTER II: THEORETICAL FRAMEWORK
A. Pragmatics .............................................................................................. 8
B. Speech Acts ............................................................................................ 10
C. Types of Speech Acts ............................................................................. 11
D. Kinds of Illocutionary Acts .................................................................... 13
E. Advertisements ....................................................................................... 15
F. Functions of Advertisements .................................................................. 17
G. Review of Related Research ................................................................... 19
CHAPTER III: METHOD OF THE RESEARCH
A. Design of Research ................................................................................. 25
B. Source of Data ......................................................................................... 26
C. Technique of Data Collection ................................................................. 26
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D. Technique of Data Analysis .................................................................... 27
CHAPTER IV: FINDING AND ANALYSIS
A. Finding .................................................................................................... 29
B. Analysis ................................................................................................... 29
CHAPTER V: CONSLUSION AND SUGGESTION
A. Conclusion............................................................................................... 48
B. Suggestion ............................................................................................... 48
REFERENCES
APPENDIX I
APPENDIX II
APPENDIX III
1
CHAPTER I
INTRODUCTION
A. Background of The Problem
Language is a sound-symbol framework utilized by individuals of the
community to coordinate, interact, and recognize. Language is utilized as a
implies of communication utilized by individuals in antiquated times until
nowadays. In the present era, language use is particularly noteworthy in
advertising media.5 A language is a communication tool created and used by
humans to interact with other people. Communication can be caught on as the
method of conveying messages, thoughts, or information to others by utilizing
certain implies to impact or alter the behavior of message beneficiaries.6
Communication is a person's way of conveying messages to other people in
various ways.
Communicators play a vital part in the communication handle to
convey information or message. Communicators can be people who are
talking, composing, bunches of individuals, daily papers, radio, tv, recordings,
and others. The message or information transmitted through the channel (the
media to communicate the message) can frame a verbal, composed, and
significant. At that point, the message is gotten by the communities and makes
a certain impact that's the result of the communication prepare.
5 Neneng Siti Suaibah Suparman, Ridwan Setiawan, dan Via Nugraha. Aspek Pragmatik
Dalam Iklan Axis Pada Media Audio Visual. Jurnal Pendidikan Bahasa Dan Sastra Indonesia
Volume 1 Nomor 3. 2018. p 343.
6 Dini Valdiani. Saluran Komunikasi Massa Sebagai Penyampai Pesan Pembangunan
Bagi Masyarakat. Jurnal Wahana, Vol. 1, No. 10. 2010. p 86.
2
In pragmatic research, the form of language that appears in
communicative events can be the result of a combination of expectations,
messages or meanings communicate with basic circumstances or
arrangements.
In the pragmatic form of speech, the speech is one of the pragmatic
analyses that look at language with a genuine angle.7 Speech is a form of daily
spoken communication, in the form of words or sentences that are spoken or
conveyed to others. Agreeing to Austin, the discourse act comprises of three
measurements are locutionary act, illocutionary act, and perlocutionary act.8
These three dimensions will form a related speech without our prior notice.
Searle classifies discourse act into 5 sorts as common functions such as
assertive, commissions, directives, declarative, and expressive.9
Advertising is any frame of non-personal introduction and promotion
of thoughts, merchandise, or services by specific support to be paid. In the
rule, advertising could be a implies of communication to display and advance
thoughts, products, or services conducted by the Communicator in this case
the company or producer to the communities who in this case publicly,
especially its clients through non-personal media that's mass media.10
7 Neneng Siti Suaibah Suparman, Ridwan Setiawan, dan Via Nugraha. Aspek Pragmatik
Dalam Iklan Axis Pada Media Audio Visual. Jurnal Pendidikan Bahasa Dan Sastra Indonesia
Volume 1 Nomor 3. 2018. p 344. 8 J. L Austin. 1962. How to Do Things With Words. London: Oxford University Press. p
108.
9 John R. Searle and Daniel Vanderveken. 1985. Foundations of Illocutionary Logic.
Great Britain: Cambridge University Press. p 37-40.
10
Dian Marhaeni K. Representasi Anak-Anak Dalam Tayangan Iklan Komersial Di
Media. Jurnal Makna Vol. 1. No. 1. 2020. p 3.
3
Advertising is a message that invites viewers to use the advertised product or
service.
Understanding of speech can be understood through the literacy of the
speech. The literacy of a speech can be understood through what the speaker
believes by what the speaker is saying.11
If what the speaker believes is the
same as what is said, then the words are literally. However, if what the speaker
says is different from what he said, then the speech is not the original speech.
To understand the continuity and quality of the speech, it is necessary to
understand the context behind it. Therefore, in analyzing speech acts,
advertising language cannot be separated from context.
As one of the media used in advertising is the online media, one of
which is YouTube. Ads that are on YouTube can be messages. For each
YouTube site, ads are a major source of revenue. The ads that are on YouTube
are intended for everyone. In pricing, advertising on YouTube is very cheap,
advertising on YouTube can attract more viewers than on television because
almost everyone uses YouTube to watch videos, so if there are ads showing
interesting products in a video to influence the audience to make a purchase
decision. But in advertising on YouTube, most of the time viewers don't click
on ads or avoid ads because they think they're not engaging and interfering
with their views.
The reason researcher is interested in researching speech acts in
advertisements is because the speech in advertisements is included in the
11 Rian Andri Prasetya dan Siti Samhati. Tindak Tutur Pada Iklan Produk Makanan
Cepat Saji Di Televisi Dan Implikasinya. J-Simbol (Bahasa, Sastra, dan Pembelajarannya). 2017. p
3.
4
pragmatic types of speech acts, besides that the researcher also want to know
the language errors used in the advertisements, researcher are interested in
choosing advertisements on these food videos because what we know is that
food has become As a human lifestyle, burgers are not authentic Indonesian
food, but these foreign food products can prevail in other countries, one of
which makes these products remain successful because their marketing
strategy uses advertising to attract Indonesian people to buy. Besides that, it
also aims to lure the audience to watch the ad and buy the products in the ad.
Besides attracting the audience, the use of unique language is also interesting,
easy to remember, and can give a deep impression to the audience so that it
can influence the audience to buy the products in the ad.
In this study, researcher was interested in reviewing foods and drinks
advertisements found on SN YouTube channel, presented in the form of
video. Food can be categorized as part of a lifestyle. Many entrepreneurs
strive to compete with each other by providing new business ideas after seeing
food as important consumables. Entrepreneurs can advertise their products to
safeguard their business. Such a food advertisement is one of the food menus
available at McDonald's and Wendy's restaurant that originated from the
United States and has many branches around the world including in Indonesia.
These food ads are made by both companies that are airing on YouTube. The
food and drinks at McDonald's and Wendy's restaurants are not Asian food,
but Western food, but many Asian people, especially Indonesians, like these
5
foods and drinks. The success of the two companies in capturing consumers
cannot be separated from their product advertisements.
There are eight advertisements that are the object of research. Four ads
are advertisements for McDonald's products and four more are products from
Wendys. In the McDonald's and Wendy's advertisements, the McDonald's ad
informs about a packet of burgers that consumers can enjoy for breakfast,
while Wendy's ad attracts consumers' attention by offering affordable food
prices, they can already enjoy burgers. In advertising, speech is very important
to research, because understanding utterances as a whole can understand the
meaning and purpose of the ad. Based on the explanation above, the
researcher decides to determine the title of her research “Speech Acts
Analysis of Mcdonald and Wendy’s Advertisements”.
B. Formulation of The Problem
About the background above, the problem of the research can be
formulated as follow:
1. What kinds of illocutionary acts are contained in the McDonald and
Wendy's advertisements?
2. What advertising functions are contained in the McDonald and Wendy's
advertisement?
C. Limitation of The Problem
Limitation of a problem is used to avoid problems and the
background of the research so that it is more focused and facilitates
discussion so that the research objectives will be achieved. In this study, the
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researcher only focused on the illocution in the advertisements displayed on
the SN youtube channel, namely four advertisements from McDonald's
restaurants that aired on 21 July 2020 containing advertisements for burger
food products, 7 July 2020 containing beverage product advertisements, 26
September 2020 which contains an advertisement for spicy chicken food, and
on 1 September 2020 which contains an advertisement for soft drinks, then
four advertisements. From Wendy's restaurant which aired on July 10, 2020,
containing advertisements for burger food products, on May 7, 2019, there
were advertisements for beverage products, on November 13, 2020, which
contained chicken sandwich food products, and on September 16, 2020,
which contained advertisements for cheeseburger products.
D. Purpose of The Research
The following are purpose of the research:
1. to describe the kinds of illocutionary acts contained in the advertisement.
2. to analyze the advertising functions contained in these advertisements.
E. Significance of the Research
The significance of the research is divided into two benefits for a
theoretical and practical where benefits are as follow:
1. Theoretical Benefit
The results of this study are theoretically beneficial. Theoretically, this
research can be used in theory. The theory used in this study could be an
addition to pragmatic theories and as a comparison of theories relating to
pragmatic science. This research can contribute to the development of
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language science, especially the development of pragmatic studies on
social media.
2. Practical Benefit
a. For students, the results of this research can be used to add more
knowledge about speech. Students can make this research in addition
to pragmatic theories.
b. For social media, it can be a foothold for ad builders, especially in
video ads.
c. For the audience, it can provide knowledge benefits about speech act
in advertising of Mcdonald‟s and Wendy‟s fast food restaurant.
d. For further researcher, this research can be used as reference material
for similar research.
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CHAPTER II
THEORETICAL FRAMEWORK
A. Pragmatics
Pragmatics, as the study of language in use is a young science.
Fifteen years ago, pragmatics was mentioned by linguistic rarely, if it all.
Pragmatic is the system in which context supports meaning.
Pragmatic theories contain reference, deixis, anaphora,
presupposition, speech act theory, indirect speech act theory, the
cooperative principle, and its maxim, conversational implicatures, the
politeness principle and so on.12
Pragmatics as the study of those relations
between language and context that are grammaticalized, or encoded in the
structure of a language.13
Pragmatics is a science that studies the advertiser's meaning
connected with the situation. Leech also explains that pragmatics is
connected with grammar and language utilization is connected with a
certain social situation. The pragmatics connected with grammar is called
praginalinguistics, and that connected with a certain social situation is
called sociopragmatic.14
Pragmatic is the study that concerns to the meaning of language
used or how people actualize its meaning potential as communicative
12 Fitri Novianti1 and Regina Ratna Dewi Maliyani. An Analysis Of Speech Act In
Advertising Of Child Milk On Television. Volume 01, No. 03, May 2018. p 269-270.
13
Stephen C Levinson. Pragmatics. Melbourne: Cambridge University Press. 1985. P 9.
14
Sri Haryani. A Pragmatic Analysis Of English Advertisements A Case Study. Bangun
Rekaprima Vol.03, 2. 2017. p 23.
9
resource. Pragmatic is the study of language use such as the relations
between language and context that are basic to an account of language
understanding which involves the making of inferences that will connect
what is said to, what is mutually assumed, or what has been said before.15
Pragmatic refers to the utterance expressed by the speaker
connected with the contexts. The utterance in pragmatism is divided into
two, performative utterance, the simultaneous utterance in an act, and
constative utterance, the utterance used to state something. The
performative utterance contains a true value or false value.
The pragmatic study of advertisement always involves text analysis
because advertisement is a kind of text. A text is a complete
communication that has the elements of the sender, receiver, and message
bound with a certain aim, so the analysis used is text analysis. The text
analysis conducted by using a pragmatic approach is called pragmatic
analyses. 16
Based on this explanation, it can be concluded that pragmatics is a
branch of linguistics that studies the relationship between language and the
context that underlies the explanation of language interpretation. In this
definition, it means that to understand the purpose of using our language,
we are required to understand the context in which the language is used.
15 Burhanudin Rais dan Sulis Triyono. Pragmatic Analysis of Speech Acts on The Video
of Prabowo Vs Jokowi - Epic Rap Battles Of Presidency. International Journal of Linguistics,
Literature and Translation (IJLLT) ISSN: 2617-0299. p 151.
16
Saefudin. Pendekatan Pragmatik dalam Mendukung Kemampuan Komunikasi Lisan.
Jurnal Al-Turāṡ Vol. XIX No. 1. 2013. p 2.
10
B. Speech Acts
The speech act is the study of the intention speaker meaning when
people use the language performing an act. The speech act theory was
originally put forward by Austin, the idea posed by Austin is that
languages can be used to take action through a constative speech
distinction and performative speech.17
The understanding of the speech act can also be understood
through the continuity and the iteration of a speech. The continuity of
speech can be understood when the meaning of speech (locutionary act) is
the same as the meaning of the speech (illocutionary act), this form of
speech is direct speech. However, when the meaning of utterance
(locutionary act) is not the same as the intention of speech (illocutionary
act), including in the form of an indirect speech. This form of indirect
speech is also referred to as the implication, as it wraps something
(meaning speech) with something else (meaning speech). These
differences can occur when the speech is associated with the context
behind it.
In addition to its agility, and understanding of utterance can be
understood through the literacy of utterances. The iterates of a speech can
be understood by what a speaker is believed to be a speaker. If what the
speaker believed is the same as that spoken then the speech is literal.
However, when the speakers are not equal to what is spoken, the speech is
17
J. L Austin. 1962. How to Do Things With Words. London: Oxford University Press. p
108.
11
not literal. To be able to understand the continuity and the straightness of
an utterance is also necessary to understand the context of the background.
Therefore, in analyzing the speech of the ad language can not be released
from the context.18
Based on this explanation, it can be concluded that a speech act is
an act or a speech conveyed by the speaker, which contains action as a
functional unit in communication that considers aspects of the speech
situation.
C. Types of Speech Acts
According to Austin, the types of speech acts are divided into 3
types, namely as follows: 19
1. Locutionary Act
The locution is the physical act of speaking. That means that the
speaker composes a sentences in a specific context. The locution
thereby is the grammatical structure of the utterance.
The locutionary act is the act of saying something. So the
locutionary concept is a concept that connects with the sentence
proposition. The locutionary act is a speech act easiest known because
it is not necessary to relate to the utterance context.
18 Rian Andri Prasetya dan Siti Samhati. Tindak Tutur Pada Iklan Produk Makanan
Cepat Saji Di Televisi Dan Implikasinya. J-Simbol (Bahasa, Sastra, dan Pembelajarannya). 2017. p
3. 19
J. L Austin. 1962. How to Do Things With Words. London: Oxford University Press. p
108.
12
2. Illocutionary Act
The illocutionary is the speech act to state something,
simultaneously it can be used to do something. To know whether an
utterance used is to state a direct or indirect act it must be decided that
the utterance is in this context.
The illocutionary action is a type of expression that indicates
where there is a gap for a verb that explicitly mentions the
illocutionary action that is being performed. Such verbs can be said to
be performative verbs, namely verbs that explicitly convey the types of
speech acts performed such as promise, invite, apologize, predict,
swear, request, warn, insist, and prohibit. Often, however, no
performative verb is mentioned. Other illocutionary acts that can be
identified are word order, stress, and intonation, such as low quality
sound to warn or threaten, possibly used to denote illocutionary
action.20
Illocutionary actions can be fulfilled if the speech partner knows
the attitude expressed by the speaker. The way to decide a reader does
the direct or indirect illocution act, it can use the rule as follows,
"where the direct illocution of an utterance is deliberately infelicitous,
an indirect illocution is an act to which the bearer's attention is drawn
by mentioning one of its felicity conditions". The illocution speech act
is very difficult to identify because it has to consider who is the
20 George Yule. Pragmatik. Yogyakarta: Pustaka Pelajar. 2018. p 85-87.
13
speaker and the reader, when and where this speech act become the
illocutionary act. It is the central part to understand the speech act.
3. Perlocutionary Act
The perlocutionary act (or just simply the perlocution) carried
out by a speaker making an utterance is the act of causing a certain
effect on the hearer and others. The speech act was done by the
speaker to cause an effect on the reader by saying something is called
the perlocutionary act. This action is called the act of affecting
someone.
If treated equally, the mass media publish several forms of
advertisement. One of them is the advertisement texts in the form of
news. The text of the advertisement is a persuasive text which contains
the illocution and perlocution powers.
Based on this explanation, it can be concluded that speech acts are
divided into 3 types, namely locus acts in the form of suggestions
generated by a speaker, illocutionary acts, in the form of intentions in
utterances, and perlocutionary acts, in the form of effects caused by
speech.
D. Kinds of Illocutionary Acts
According to Searle, illocutionary act into five, they are: 21
1. The assertive is point to say how things are. More cumber somely but
more accurately in utterances with the assertive point the speaker
21 John R. Searle and Daniel Vanderveken. 1985. Foundations of Illocutionary Logic.
Great Britain: Cambridge University Press. p 37-40.
14
presents a proposition as representing an actual state of affairs in the
world of utterance. Some English assertives are assert, claim, argue,
assure, predict, report, inform, admit, remind, testify, confess,
conjecture, guess, state, hypothesize, swear, and insist.
2. The commissive is to commit the speaker to doing some thing. Again,
more cumbersomely but more accurately un utterances with the
commissive point the speaker commits himself to carrying out the
course of action represented by the propositional content. Some
English commissive are commit, promise, threaten, accept, pledge,
vow, consent, covenant, and guarantee.
3. The directive is to try to get other people to do things in utterances
with the directive point the speaker attempts to get the hearer to carry
out the course of action represented by the propositional content.
Some English directive are requested, ask, order, command, solicit,
incite, invite, beg, suggest, advise, recommend, supplicate, entreat,
and pray.
4. The declarative is to change the world by saying so in utterances with
the declarative point the speaker brings about the state of affairs
represented by the propositional content solely in virtue of his
successful performance of the speech act. Some English declarative
are declare, approve, endorse, excommunicate, name, christen, resign,
abbreviate, and bless.
15
5. The expressive is to express feelings and attitudes. In utterances with
the expressive point the speaker express some psychological attitude
about the state of affairs represented by the propositional content. The
illocutionary forces with the expressive point expressive illocutionary
forces and performatives or illocutionary verbs that name expressive
illocutionary forces expressive. Thus apologize is an expressive since
the illocutionary point of an apology for the state of affairs that P is to
express to the hearer the speaker‟s sorrow or remorse for that state of
affairs. Some other English expressive verbs are congratulated, thank,
compliment, deplore, condole, and welcome.
Based on this explanation, it can be concluded that illocutionary
actions are divided into 5, namely directives, commissions, assertiveness,
expressives and declarative.
E. Advertisements
Advertising is a paid, mediated form of communication from an
identifiable source, designed to persuade the receiver to take some action,
now or in the future.22
Advertising is a key component in launching, marketing, and
establishing the brand share position of many products and ideas in the
competitive global business environment. Advertisement can be used in
many ways to address the particular needs of a company, including forging
relationships with its intended consumers or furthering an ideological
22 Terence A. Shimp. Advertising Promotion and Other Aspects of Integrated Marketing
Communications. South Western: Cangage Learingn. 2010. p 182.
16
agenda for a target audience. Advertising may be used to advance a
business‟s competitive position, to inform, to persuade, or to sell. It also
may be used to illustrate company values or to showcase a particular
product or brand.23
The language is important in an advertisement, as follows:
"Advertising language is, of course, loaded language. Its primary aim is to
attract our attention and dispose of us favorably towards the product or
service an offer. Advertisers use language quite distinctively: there are
certain advantages in making bizarre and controversial statements in usual
ways as well as communication with people using simple straight forward
language".
The main function of advertising language is to offer products to
consumers, so by using the language in the advertisement the advertiser
tries to persuade buyers of the goods or services they produce. Therefore,
the advertiser will try to delve the potency of language as effectively as
possible to reach the meaning. The excavation of advertising language is
not considered important in what to say but inclined in the direction of
how to say. Thus, the creative strategy in advertising is a step to organize
how the advertising action is to be expressed.
To arrive at the aim of massage, an advertising text demands that
the advertising organizers use interesting, short, and complete languages.
Besides, the sentences should contain persuasive meaning, and the
23 Mary Alice Shaver, Soontae An. The Global Advertising Regulation Handbook.
London and New York: Routledge. p 1.
17
meaning should be communicative. In other words, the text of advertising
should have hidden power that can flatter the readers. So, advertising texts
should contain not only a locutionary act (informative) but also an
illocutionary act (to do something), perlocutionary act, and obedience of
the cooperative principles.24
Based on this explanation, it can be concluded that advertising is
any form of message or promotion of objects such as goods, services,
business premises, and ideas conveyed through the media at sponsorship
costs and shown to the majority of the public.
F. Functions of Advertisements
According to Tyagi and Kumar advertising is valued because it
performs five communication functions:25
1. Informing
Advertisements make consumer aware of brands, educate them about
features and benefits of using products, and facilitate a good creation
of a product‟s image. Because of its ability to reach a big number of
consumer with relatively low cost, and its effectiveness in
communicating, advertisements facilitate an introduction of new
brands, increase demand for existing brands, and increase awareness of
consumer to a brand. Advertisements also help existing brands to
educate people about new benefit of their existing products.
24 Sri Haryani. A Pragmatic Analysis Of English Advertisements A Case Study. Bangun
Rekaprima Vol.03, 2. 2017. p 26.
25
C. L. Tyagi, and Arun Kumar. Advertising Management. New Delhi: Atlantic
Publishers and distributors. 2004. p 18.
18
2. Persuading
An effective advertisement can persuade consumer to try the products
and services being advertised. Sometimes, the persuasion can influence
primary demand (create new demand for specific products from every
brand), but most of the time, it will influence secondary demand
(demand for a specific product from a specific brand).
3. Reminding
An advertisement will keep a brand “fresh” in consumer‟s mind.
Advertisement will help the brand to come up the consumer‟s mind,
and finally make them buy the product.
4. Adding value by innovating
Advertising gives more value toward goods or services by influencing
consumer‟s perception. Effective advertising will give an image that
the product is more elegant or give more prestige compared to its
competitors.
5. Assisting other company effrots, e.g. assisting salesmen, identifying
company product packages and by delivering sales promotion such as
coupons.
One purpose of advertising is to assist companies in their efforts in
marketing communication process, such as lottery, voucher giveaway,
etc.
Based on this explanation, it can be concluded that advertising
functions as an access to provide knowledge to consumers so that they are
19
aware of the company's products, in addition to providing enticements to
the general public to try products advertised by the company and to
provide added value to products and influence consumer perceptions.
G. Review of Related Research
Speech acts have been analyzed by other researcher from several
universities and institutions. There are some research stories related to
speech acts, they are:
Firstly, Pika (2017)26
, a student of State Islamic University of
Makassar, wrote a thesis entitled The Illocutionary Act Of Television
Advertisements “Mobile Network Operator” (Pragmatic Analysis). This
study aims to find out the sentence type of utterances performed by the
advertiser in “Mobile network operator” on television advertisement, and
to describe direct and indirect illocutionary acts are performed in “mobile
network operator "on television advertisement. This research used a
descriptive qualitative method. Based on research results finds that the
types of sentence that appear on the fourth commercial advertisements
those are Kartu As- Cak Lontong Nyalon, Kartu As- Kepoin Fb Pake
Paket 500, Kartu As- Paket Mingguan Bikin Kenyang Internetan and
Telkomsel Kartu As- Cerita Asikin are declarative sentence, imperative
sentence, and interrogative sentence.
Although the type of sentence that mostly occurs ar declarative and
interrogative sentence. The direct illocutions that mostly appear in this
26 Pika. The Illocutionary Act Of Television Advertisements “Mobile Network Operator”
(Pragmatic Analysis). State Islamic University of Makassar. 2017.
20
analysis are stating and asking. The others are informing, suggesting,
answering, ordering, approving, complaining, offering, suggesting,
commanding, explaining and committing. While the indirect illocutions
that mostly appear are informing, complaining and stating. The others are
offering, convincing, answering, comparing, advising, requesting, opinion,
thinking, threatening, surprising and hesitating.
Secondly, Sri Haryani (2017)27
, Lecturer at the Faculty of
Language and Culture, University of 17 August 1945 Semarang, wrote a
journal entitled Pragmatic Analysis Of English Advertisements A Case
Study. The aim of the study is to find out how persuasive goals of the
advertisements are expressed through the language. The analysis focuses
on the illocutionary act and the application of cooperative principles in
English advertisements. This paper consists of the theoretical background
of pragmatics and the pragmatic analysis on English advertisements.
The results of the research shows that: (1) the English
advertisement persuades customers by providing information in the form
of a report which implies an offer of products of goods or services; (2) the
advertising texts studied in the discussion contains the kinds of
illocutionary act and the cooperative principles; (3) the illocution power in
the words of the English advertisement has the kinds of direct illocution
and indirect illocution; and (4) the obedience and deviation of the
27 Sri Haryani. Pragmatic Analysis Of English Advertisements A Case Study. Journal
Bangun Rekaprima Vol.03 No. 2. 2017.
21
cooperative principles occur in the advertising to propagate the products
and services advertised.
Thirdly, Lutfiyaningsih Naufalina (2017)28
, a student of State
University of Yogyakarta, wrote a thesis entitled A Speech Acts Analysis
Of Bon Appétite Food Advertisements. The researcher mainly describes
speech acts used in Bon Appetite food advertisements by identifying the
types of speech acts, and figuring out the speech act patterns in the
advertisements. This research was conducted by using a descriptive
qualitative method. The data were collected from Bon Appetite published
in March to May 2016 which were in the form of words, phrases, clauses,
and sentences. After being collected, the data were analysed based on
speech acts theory by Austin. Data trustworthiness was achieved through
triangulation. The findings of this research reveal two important things.
Firstly, from 30 data, it is found that statements serve as the highest type
of locutionary acts which are aimed at providing information of the
products, commisives serve as the highest type of illocutionary acts which
are aimed at offering the benefits of the products, and to get the readers to
expect something serve as the highest type of perlocutionary acts which
are aimed at giving impact to the readers. Secondly, there is Statements-
Commisives-Expect as the most frequent pattern used by the copywriters.
28 Lutfiyaningsih Naufalina. A Speech Acts Analysis Of Bon Appétite Food
Advertisements. University of Yogyakarta. 2017.
22
Fourthly, Ari Arfiah Hardian (2017)29
, a student of University Of
Muhammadiyah Sumatera Utara Medan, wrote a thesis entitled
Locutionary Act Of Fashion Advertisement (Pragmatic Analysis). This
study deals with Locutionary Acts find in fashion magazine‟s Script. The
objectives of this research were to find out the meaning and effect of
Locutionary Acts. This study was conducted by applying descriptive
qualitative method. The data were derived from Bazaar Harper‟s Magazine
edition July 2007 and online time magazine. After the find of the
utterances meaning in the magazine. Then the writer found the effect of
the researcher. the effect based on the Bazaar Harper‟s Magazine edition
July 2007 and online time magazine the audience can to known the effect
of the locutionary act of fashion advertisement. therefore the audience
action the fashion based on the magazine. This showed the magazine can
help the audience to know more of the advertisement especially in fashion.
Fifthly, Fitri Novianti and Regina Ratna Dewi Maliyani (2018)30
,
student of IKIP Siliwangi, wrote a journal entitled An Analysis Of Speech
Act In Advertising Of Child Milk On Television. The aim of this research is
to describe the type of act of illocutionary and to analyze the most
dominant illocutionary function produced in the advertising. This research
is a descriptive research. The subject of this research is child milk
advertising on television namely Bebelac 3, Nutrilon Royal 3, and
29 Ari Arfiah Hardian. Locutionary Act Of Fashion Advertisement” (Pragmatic Analysis).
University Of Muhammadiyah Sumatera Utara Medan. 2017.
30
Fitri Novianti1 and Regina Ratna Dewi Maliyani. An Analysis Of Speech Act In
Advertising Of Child Milk On Television. Volume 01, No. 03, May 2018.
23
Pediasure. The object of this research is a form of act illocutionary
functions contained in advertising speech. Data acquisition uses note
technique.
Based on the analysis, the researcher get conclusion that the types
of act illocutionary found in child milk advertising on television are
declarative, representative, expressive, and commisive. In a child milk
advertising on television, illocutionary function shows dominance
representative and commisive. In the representative, this indicates the
presence of a statement and affirmation. Moreover, in the commisives, this
indicates the speaker give the promise to the viewers.
Of the five previous findings above, this study has similarities and
differences between the five researcher. Firstly the research conducted by
Pika (2017) both research the types of illocutionary in advertising, the
difference is only that the object of research in this study examines
advertisements on cellular network operators. The second study conducted
by Sri Haryani (2017) examined illocutionary actions, which differ only in
the object of study, in this study examining advertisements in English.
Thridly studies conducted by Lutfiyaningsih Naufalina (2017) both
examined speech patterns in advertisements, which differed only from the
object of study, in the study examining Bon Appetite food advertisements.
Fourthly studies conducted by Ari Arfiah Hardian (2017) both examine the
action of locus, which differs only from the object of research, in this
study examining the fashion magazine script. Fifthly studies conducted by
24
Fitri Novianti and Regina Ratna Dewi Maliyani (2018) both studied the
types of illocutionary action, which differed only by the object of research,
in this study examining children's milk advertisements on television,
namely Bebelac 3, Nutrilon Royal 3, and Pediasure.
25
CHAPTER III
METHOD OF RESEARCH
A. Design of Research
This research is qualitative research with a descriptive analysis
method. According to Sugiyono, penelitian kualitatif adalah data yang
berbentuk kata, skema, dan gambar.31
According to Arikunto, penelitian
kualitatif adalah penelitian naturalistic. Istilah “naturalistic”
menunjukkan bahwa pelaksanaan penelitian ini memang terjadi secara
alamiah, apa adanya, dalam situasi normal yang tidak dimanipulasi
keadaan dan kondisinya, menekankan pada deskripsi secara alami.
Pengambilan data atau penjaringan fenomena dilakukan dari keadaan
yang sewajarnya ini dikenal dengan sebutan “pengambilan data secara
alami atau natural”.32
According to Moleong, metodologi kualitatif sebagai prosedur
penelitian yang menghasilkan data deskriptif berupa kata-kata tertulis
atau lisan dari orang-orang dan perilaku yang diamati.33
According to
Sugiyono, metode analisis deskriptif adalah statistik yang digunakan
untuk menganalisis data dengan cara mendeskripsikan atau
menggambarkan data yang telah terkumpul sebagaimana adanya tanpa
bermaksud membuat kesimpulan yang berlaku untuk umum atau
generalisasi.34
This study pays close attention to every salient phenomenon that
occurs during the investigation of data on McDonald's and Wendy's fast
food advertisements. This study also provides an adequate description of
the factual data of the phenomenon and provides a logical and rational
31 Sugiyono, 2019. Metode Penelitian Pendidikan Pendekatan Kuantitatif Kualitatif dan
R &D. Bandung: Alfabeta. Page 3.
32
Suharsimi Arikunto. 2013. Prosedur Penelitian: Suatu Pendekatan Praktek. Jakarta:
PT. Rineka Cipta. Page 11-12.
33
Lexy J. Moleong. 2017. Metodologi Penelitian Kualitatif. Bandung: PT Remaja Rosda
Karya. Page 3.
34
Sugiyono, 2019. Metode Penelitian Pendidikan Pendekatan Kuantitatif Kualitatif dan
R &D. Bandung: Alfabeta. Page 31.
26
interpretation based on relevant theories. The researcher investigated the
types of illocutionary contained in the advertisement, and the researcher
investigated the advertising function contained in the advertisement.
B. Source of Data
According to Sugiyono, obyek penelitian adalah sasaran ilmiah
untuk mendapatkan data dengan tujuan dan kegunaan tertentu tentang
sesuatu hal obyektif dan reliabel tentang suatu hal atau variabel
tertentu.35
The object of this research contains advertisements displayed on
SN's youtube channel, namely food advertisements at fast-food
McDonald's and Wendy's. SN YouTube channel is a YouTube channel
owned by a commercial account that has received permission from the
product owner to remarket its products without violating the rights of the
agency and creator who created the ad.
According to Sugiyono, sumber data penelitian dibedakan menjadi
2, yaitu sumber data primer dan sumber data sekunder.36
The data source
in this study is a secondary data source obtained from four advertisements
from McDonald's restaurants that aired on 21 July 2020 and 26 September
2020 which contained food product advertisements and on 7 July 2020 and
1 September 2020 which contained beverage product advertisements, and
four advertisements for Wendy's which airs on July 10, 2020 and
November 13, 2020, contains Food product advertisements, and May 7,
2019, and September 16, 2020, contains Beverage product advertisements.
The data is contained in words, clauses, phrases, and sentences. The data is
an illustration provided by the advertiser.
C. Technique of Data Collection
Without a data, the researcher cannot do the research. To get the
data, researcher uses a technique or more. Sugiyono stated that “Teknik
pengumpulan data merupakan langkah yang paling strategis dalam
35 Sugiyono, 2019. Metode Penelitian Pendidikan Pendekatan Kuantitatif Kualitatif dan
R &D. Bandung: Alfabeta. Page 7.
36
Sugiyono, 2019. Metode Penelitian Pendidikan Pendekatan Kuantitatif Kualitatif dan
R &D. Bandung: Alfabeta. Page 9.
27
sebuah penelitian, sebab tujuan utama dari penelitian adalah
mendapatkan data yang akurat, sehingga tanpa mengetahui teknik
pengumpulan data peneliti tidak akan mendapatkan data yang memenuhi
standar yang ditetapkan”.37
In compiling the data, the researcher used fast food advertisements
on McDonald's and Wendy's. Researcher not only collected data using
purposive sampling technique, but also selected and classified them
according to certain classifications. According to Sugiyono stated
purposive sampling adalah teknik penentuan sampel dengan berbagai
pertimbangan tertentu.38
The data collection technique methods are as
follows:
1. reading and note taking food advertisements,
2. determining the selected advertisements,
3. choosing food advertisements in English to investigate,
4. taking notes to the raw data,
5. making and fulfilling the data sheet, and
6. cross-checking the advertisements as the final step.
D. Technique of Data Analysis
After collecting the data, the writer analyzes the data. In qualitative
research, the data analysis is the process of searching and arranging the
data systematically. Technique data analysis are used to answer the
formulation of the problem in analysis data. According to Sugiyono stated
teknik analisis data adalah proses mencari data, menyusun secara
sistematis data yang diperoleh dari hasil wawancara, catatan lapangan,
dan dokumentasi, dengan cara mengorganisasikan data ke dalam
kategori, menjabarkan ke dalam unit-unit, melakukan sintesis, menyusun
37 Sugiyono. 2019. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT
Alfabet, p 224.
38
Sugiyono, 2019. Metode Penelitian Pendidikan Pendekatan Kuantitatif Kualitatif dan
R &D. Bandung: Alfabeta, p 234.
28
ke dalam pola memilih mana yang penting dan yang akan dipelajari, dan
membuat kesimpulan sehingga mudah dipahami oleh diri sendiri maupun
orang lain. 39
In this research, the researcher uses descriptive analysis because
this research is descriptive. The way researcher describe and analyze data
obtained from fast food advertisements from McDonald's and Wendy's to
find out the answer formulation of the problem that has been formulated.
The research has several steps in analyzing the data so that this research
can be carried out more specifically, the steps are40
:
1. Identify
Speech acts in fast food commercials from McDonald's and Wendy's.
2. Classifying the data
Furthermore, the researcher classified the data into data sheets based
on the classification of the two research objectives.
3. Analyze, describe, explain
The author analyzes, describes, and explains data in fast food
advertisements from McDonald's and Wendy's.
4. Make conclusions
After all, data has been analyzed, it is described and described in
research, the author will make conclusions from the research.
.
39 Sugiyono, 2019. Metode Penelitian Pendidikan Pendekatan Kuantitatif Kualitatif dan
R &D. Bandung: Alfabeta, p 243. 40
Sugiyono, 2019. Metode Penelitian Pendidikan Pendekatan Kuantitatif Kualitatif dan
R &D. Bandung: Alfabeta, Page 244.
29
CHAPTER IV
FINDING AND ANALYSIS
A. Finding
In the findings of this study, the researcher collect, classify and
identify data, then look for illocutionary kinds and functions contained in
advertisements, understand illocutionary kinds and advertising functions,
analyze illocutionary kinds and functions and draw conclusions based on the
results of data analysis.
From the results of the study, it was found that the kinds of
illocutionary in McDonald's advertisements were assertive, directive, and
declarative. In Wendy's advertisement found assertive, commissive, directive,
and declarative.
It was found that the advertising function in Mcdonald
advertisements contained an informing functions, a persuading functions, a
reminding function, and a adding value function. In Wendy's ad there are an
informing functions, and a assisting function.
B. Analysis
1. The Kinds of Illocutionary
In this study, the researcher examines the kinds of illocutions
proposed by Searle which are divided into five kinds, namely directive,
commission, assertive, expressive and declarative. There are 4 kinds of
30
illocutionary kinds contained in McDonald‟s and Wendy's
advertisements, which are as follows: 41
a. Mcdonald’s
1) Assertive
Datum 1: Believe me we’ve seen a lot of mornings and eating
the small bits of cheese stucked to a mcdonal’s wrapper42
The advertisement above is an assertive type of informing,
the ad explains that Mcdonald's has a variety of food menus for
the morning, one of which is a burger food product. The
advertisement explains that the burger pack has a slice of cheese
in it which adds to the enjoyment of eating it.
Datum 2: our new mcdonald's spicy chicken mcnuggets are just
the right amount of spicy a small to medium sprite types of
spicy43
41 John R. Searle and Daniel Vanderveken. 1985. Foundations of Illocutionary Logic.
Great Britain: Cambridge University Press. p 37-40. 42
Duration 00:00-00:08 minutes. 43
Duration 00:00-00:07 minutes.
31
The advertisement above is an assertive type of assure, the
ad explains that McDonald's new food product is the spicy
chicken McNuggets. This spicy chicken McNuggets food
product is suitable for consumers who do not like the excessive
spicy taste because the chicken nuggets are processed with the
right spicy taste but not too spicy. But if consumers like spicy
taste, McDonald's also serves sprite drinks to add a spicy taste
when eating spicy chicken McNuggets.
Datum 3: but if you get the mighty hot sauce it's a napkins of for
foreheads now types of spicy this came from mcdonald's types of
spicy because our spicy chicken mcnuggets breaded in tempura
and made with cayenne are just the right amount of spicy unless
you remember what i said about the sauce44
44
Duration 00:10-00:27 minutes.
32
The advertisement above is an assertive type of informing,
the ad explains that McDonald's also provides hot chili sauce as
a complement to eating McNuggets 'spicy chicken, not to forget
that they also provide napkins to wipe consumers' sweat due to
the spicy taste when eating. The advertisement describes the
ingredients in managing the Spicy Chicken McNuggets, which
consist of just the right amount of spicy tempura bread flour and
bird's eye chilies. This is what gives rise to a spicy taste, and is
added with a spicy sauce that adds to the spicy pleasure.
2) Directive
Datum 4: is the right way to start a morning45
The advertisement above is a directive type of
recommendation, The ad explained that McDonald's
recommends consumers who want breakfast. Breakfast with a
burger from McDonald's restaurant is the right decision to start
the activity in the morning.
Datum 5: uh let's get a mcflurry after this types of spicy46
45
Duration 00:09-00:12 minutes. 46
Duration 00:07-00:09 minutes.
33
The advertisement above is a directive type of inciting, the
advertisement explains that McDonald's also has another
beverage product called Mcflurry, an ice cream drink product
with vanilla cream on top, which consumers can enjoy to get rid
of its spicy taste.
Datum 6: or save day or a large ice coffee for this to do list47
The advertisement above is a directive type of
recommendation, the advertisement explained that a new,
affordable beverage product from McDonald's, namely iced
coffee so that consumers can choose to drink at McDonald's.
47
Duration 00:10-00:13 minutes.
34
3) Declarative
Datum 7: everyone is moments48
The advertisement above is a declarative type of declare,
the ad explains that this drink from McDonald's can complement
your moments of togetherness.
b. Wendy’s
1) Assertive
Datum 8: a tomorrow that says BAE can not bake at we’re
fresh eggs rain like opportunity goodness is spread and the
frosty is key note and right now tomorrow brings even more like
a honey butter chicken biscuit for just a dollar ninety-nine no
matter what tomorrow is looking good49
The advertisement above is an assertive type of informing,
the advertisement explains that if consumers cannot bake in the
48
Duration 00:08-00:09 minutes. 49
Duration 00:05-00:28 minutes.
35
morning, Wendys provides food for you to consume in the
morning, without having to bother you to bake in the morning.
The advert also depicts a burger composition consisting of fresh
eggs, and honey butter chicken biscuits, which can be enjoyed
on a cold morning, this burger can be had for just one dollar
ninety-nine.
Datum 9: mmm he's got a wendy's frosty yeah and right now
they're only 50 cents50
The advertisement above is an assertive type of informing,
the advert explains that Wendy's cold drink is being sold by
Wendy's restaurant for 50 cents.
Datum 10: introducing wendy's new pretzel bacon puff
cheeseburger nothing will distract you from the pretzel bun and
beer cheese51
50
Duration 00:00-00:07 minutes. 51
Duration 00:00-00:07 minutes.
36
The advertisement above is an assertive type of informing,
the advertisement explains that Wendys' new food product,
namely the bacon puff cheeseburger pretzel. The advertisement
describes a bacon puff cheeseburger pretzel food product, which
consists of pretzel bread and cheese beer inside.
2) Commisive
Datum 11: Tomorrow it can only be better with wendy’s
breakfast52
The advertisement above is a commission type of
guarantee, the ad explains that Wendy's guarantees that with
breakfast at Wendy's restaurant, consumers' breakfast will be
better.
52
Duration 00:00-00:05 minutes.
37
Datum 12: we got you53
The advertisement above is a commission type of promise,
the ad explains that Wendys also guarantees that the drink will
always be available at the restaurant, so customers don't have to
worry about running out of these drinks.
Datum 13: and get wendy's rewards54
The advertisement above is a commission type of commit,
the ad explains that Wendy gives gifts to lucky consumers for
purchasing food products from Wendy's.
3) Directive
Datum 14: the 50 cent frosty is back55
53
Duration 00:00-00:08 minutes. 54
Duration 00:13-00:14 minutes. 55
Duration 00:09-00:10 minutes.
38
The advertisement above is a directive type of inciting, the
ad explains that Wendy's has a cold brew product for only 50
cents.
Datum 15: grab it now in wendy's two for five56
The advertisement above is a directive type of inciting, the
advertisement explains that food products sold by Wendy's can
be obtained for only 5 dollars, only with that price consumers
will get 2 classic chicken sandwiches that can be enjoyed
together.
56
Duration 00:12-00:15 minutes.
39
Datum 16: download the app to order ahead57
The advertisement above is a directive type of
recommend, the ad explains that Wendys advises consumers to
download the Wendy application to place food orders directly,
without the need to queue at the restaurant.
4) Declarative
Datum 17: not even all the comments on the pick you posted of
your pretzel bacon pug cheeseburger58
The advertisement above is a declarative type of declare,
the advertisement explains that not all similar products that
consumers see and comment on social media are products of
Wendys, namely bacon puff cheeseburger pretzels.
57
Duration 00:12-00:13 minutes. 58
Duration 00:07-00:12 minutes.
40
2. The Advertising Function
In this study, the researcher examined the advertising function
proposed by Tyagi and Kumar.59
There are 5 advertising functions
contained in Mcdonalds and Wendy's advertisements, which are as
follows:
a. Mcdonald’s
1) Informing
Datum 18: Believe you me we’ve seen a lot of mornings and
eating the small bits of cheese stuck to a mcdonal’s wrapper60
On advertisement 1, this McDonald's advertisement there
is an informing function contained in the ad, which is in the
sentence "Believe us, we have often seen the morning and eaten
a small piece of cheese stuck to a McDonald's wrapper" in that
sentence the McDonald's advertisement informs about the food
products it sells. McDonald's informs the composition of its
burger food which consists of slices of cheese and then
59 C. L. Tyagi, and Arun Kumar. Advertising Management. New Delhi: Atlantic
Publishers and distributors. 2004. p 18. 60
Duration 00:00-00:08 minutes.
41
packaged in a package to ensure the hygiene of the food
product.
Datum 19: this coat could be the first one you're having at
McDonal's again this iced coffee could be the first one at the
same old time and this slushie could be the first one they're
having with friends61
On advertisement 2, this McDonald's advertisement, there
is a persuading function, the sentence in the ad says that a drink
from McDonald's can be your first helper to spend time, namely
iced coffee, and a drink that can be enjoyed with friends, namely
slushie, with these drinks you can spend your time at here.
Datum 20: a small to medium sprite types of spicy62
On advertisement 3, this McDonald's advertisement, there
is an information function, in that sentence, the McDonald's
61
Duration 00:00-00:12 minutes. 62
Duration 00:04-00:07 minutes.
42
advertisement informs that to add to the spicy taste of buyers,
McDonald's also provides drinks that can add to the spicy taste
of buyers, namely small to medium sprites.
2) Persuading
Datum 21: is the right way to start a morning63
On advertisement 1, this McDonald's advertisement, there
is a persuading function, namely in the sentence "is the right
way to start a morning" in that sentence McDonald's tries to
persuade consumers with sentences that can convince consumers
because by consuming food products from McDonald's,
consumers' breakfast will be guaranteed, consumers will be to
start activities in the morning with enthusiasm and cheerfulness.
Datum 22: uh let's get a mcflurry after this types of spicy64
63
Duration 00:09-00:12 minutes. 64
Duration 00:07-00:09 minutes.
43
On advertisement 3, this McDonald's advertisement, there
is persuading, the sentence of the ad, McDonald's tries to
persuade consumers to consume additional beverage products
from McDonald's, namely mcflurry, these drinks can reduce the
spicy taste of buyers after eating the latest product, namely spicy
chicken McNuggets.
Datum 23: or save day or a large ice coffee for this to do list65
On advertisement 4, this McDonald's advertisement, there
is a persuading function, in that sentence, McDonald's tries to
suggest to buyers that beverage products from McDonald's are
affordable, so you don't have to worry if your money runs out,
65
Duration 00:10-00:13 minutes.
44
besides iced coffee from McDonald's can accompany customers
who are busy working.
3) Reminding
Datum 24: our new mcdonald's spicy chicken mcnuggets are
just the right amount of spicy66
On advertisement 3, this McDonald's advertisement, there
is a Reminding function, in that sentence, the McDonald's ad
tries to introduce a new food brand from McDonald's, namely
spicy chicken McNuggets.
4) Adding value
Datum 25: try something new on your next visit like our icy
blue mini made slushies67
66
Duration 00:00-00:04 minutes. 67
Duration 00:17-00:22 minutes.
45
On advertisement 2, this McDonald's advertisement, there
is an Adding Value Function, in that sentence, McDonald's is
promoting the latest product from McDonald's that visitors can
try, namely, a beverage product called icy blue mini made
slushies.
b. Wendy’s
1) Informing
Datum 26: Tomorrow it can only be better with wendy’s
breakfast a tomorrow that says BAE can not bake at we’re fresh
eggs rain like opportunity goodness is spread and the frosty is
key note and right now tomorrow brings even more like a honey
butter chicken biscuit for just a dollar ninety-nine no matter
what tomorrow is looking good tomorrow also available today68
On advertisement 5, this Wendy's advertisement, there is a
function of informing the food products it sells, namely burger
products with egg layers, and informing the composition of the
food content which consists of honey butter chicken biscuits, as
well as informing the price of the food products it sells.
68
Duration 00:00-00:30 minutes.
46
Datum 27: wendy's didn't start the chicken wars they just ended
them with wendy's new classic chicken sandwich nothing beats
this classic grab it now in wendy's two for five69
On advertisement 7, this Wendy's advertisement, there is
an informing function because the ad informs the latest food
product it sells, namely the classic chicken sandwich, and
informs the price of the food product it sells. For current
purchases, Wendy's informs you the price, which is only 5
dollars, the buyer will get 2 classic chicken sandwiches.
Datum 28: introducing wendy's new pretzel bacon puff
cheeseburger nothing will distract you from the pretzel bun and
beer cheese not even all the comments on the pick you posted of
your pretzel bacon pug cheeseburger70
On advertisement 8, this Wendy's ad, there is an informing
function, the ad informs the food product being sold, namely the
69
Duration 00:00-00:15 minutes. 70
Duration 00:00-00:12 minutes.
47
bacon puff cheeseburger, which consists of pretzel bread and
beer cheese. Wendy also informed that there are already many
copies of Wendy's products, but to get authentic food products,
buyers can immediately place an order at Wendy.
2) Assisting
Datum 29: download the app to order ahead and get wendy's
rewards71
Datum 29
On advertisement 8, this Wendy's ad, there is an Assisting
function, in this sentence, Wendys suggests that buyers can
download the Wendy application to place food orders, and
Wendys tries to attract buyers' attention, by giving gifts to lucky
buyers.
71
Duration 00:12-00:14 minutes.
48
CHAPTER V
CONSLUSION AND SUGGESTION
A. Conclusion
From the explanation and analysis of this thesis, the researcher
concludes that there are kinds of illocutionary in Mcdonald advertisements
were assertive, directive, and declarative. In Wendy's advertisement found
assertive, commissive, directive, and declarative, and it was found that the
advertising function in Mcdonald advertisements contained an informing
functions, a persuading functions, a reminding function, and a adding value
function. In Wendy's ad there are an informing functions, and a assisting
function.
B. Suggestion
The researcher would like to provide some suggestions for other
future researcher who will be doing research on the same topic about Speech
Acts. First, researcher hope for this research can contribute to future
researcher who want to do anything research on speech acts. Second, other
researcher can analyze usage speech acts in various other situations, such as
in the learning process, television programs, and other objects of study.
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APPENDIX I
a. Mcdonald’s
1. Believe you me we‟ve seen a lot of mornings... and eating the small bits of
cheese stuck to a McDonald‟s wrapper is the right way to start a morning
(aired on 22 July 2020)
2. this coat could be the first one you're having at McDonal's again this iced
coffee could be the first one at the same old time and this slushie could be
the first one they're having with friends whatever this order is for you will
be here to take it try something new on your next visit like our icy blue
minute maid slushies enjoy a small one for two bucks or take a soda break
with any sized soft drink for just the dollar (aired on 7 July 2020)
3. our new Mcdonald‟s spicy chicken mcnuggets are just the right amount of
spicy a small to medium sprite kind of spicy uh let's get a mcflurry after
this kind of spicy but if you get the mighty hot sauce it's a napkins of for
foreheads now kind of spicy this came from Mcdonald‟s kind of spicy
because our spicy chicken mcnuggets breaded in tempura and made with
cayenne are just the right amount of spicy unless you remember what i
said about the sauce (aired on 26 Sep 2020)
4. that idea soda so modern drink drink from Mcdonald‟s everyone is
moments I preach or save day or a large ice coffee for this to do list (aired
on 1 Sep 2020)
b. Wendy’s
1. Tomorrow.. it can only be better with Wendy‟s breakfast a tomorrow that
says BAE can not bake at we‟re fresh eggs rain like opportunity goodness
is spread and the frosty is key note and right now.. tomorrow brings even
more like a honey butter chicken biscuit for just a dollar ninety-nine no
matter what tomorrow is looking good .. tomorrow also available today
(aired on 10 July 2020)
2. mmm he's got a Wendy‟s frosty yeah and right now they're only 50 cents
the 50 cent frosty is back so if you need your frosty fink's we got you
(aired on 7 May 2020)
3. Wendy‟s didn't start the chicken wars they just ended them with Wendy‟s
new classic chicken sandwich nothing beats this classic grab it now in
Wendy‟s two for five (aired on 13 Nov 2020)
4. introducing Wendy‟s new pretzel bacon puff cheeseburger nothing will
distract you from the pretzel bun and beer cheese not even all the
comments on the pick you posted of your pretzel bacon pug cheeseburger
download the app to order ahead and get Wendy‟s rewards (aired on 16
Sep 2020)
APPENDIX II
a. Kinds of Illocutionary
Table 1
McDonald's Advertisement 1
No Datum Utterance
Illocutionary
Kinds
Analysis
Ass
erti
ve
Com
mis
ive
Dir
ecti
ve
Decla
rati
ve
Exp
ress
ive
1
Datum 1
Believe you me
we‟ve seen a lot of
mornings and eating
the small bits of
cheese stuck to a
mcdonal‟s wrapper
(00:00-00:08)
√
The advertisement
above is an assertive
type of informing, the
ad explains that
Mcdonald's has a
variety of food menus
for the morning, one
of which is a burger
food product. The
advertisement
explains that the
burger pack has a
slice of cheese in it
which adds to the
enjoyment of eating
it.
2
Datum 2
is the right way to
start a morning
(00:09-00:12)
√
The advertisement
above is a directive
type of
recommendation. The
ad explained that
McDonald's
recommends
consumers who want
breakfast. Breakfast
with a burger from
McDonald's restaurant
is the right decision to
start the activity in the
morning.
Table 2
McDonald's Advertisement 2
No Picture Utterance
Illocutionary
Kinds
Analysis
Ass
erti
ve
Com
mis
ive
Dir
ecti
ve
Decla
rati
ve
Exp
ress
ive
Datum 3
this coat could be the
first one you're
having at McDonal's
again this iced coffee
could be the first one
at the same old time
and this slushie
could be the first one
they're having with
friends
(00:00-00:12)
√
The advertisement
above is a directive
type of recommend,
the ad explains that
Mcdonald's
recommends beverage
products from
McDonald's, namely
iced coffee and slushie
drinks that can be
enjoyed with friends.
Datum 4
whatever this order
is for you will be
here to take it
(00:13-00:16)
√
The advertisement
above is an assertive
type of predict, the
advertisement
explains that whatever
beverage products are
ordered, consumers
will come to
McDonald's.
Datum 5
try something new
on your next visit
(00:17-00:20)
√
The advertisement
above is a directive
type of recommend,
the ad explains that
McDonald's offers a
new product from
McDonald's, for
consumers who
deliberately spend
time on McDonald's
like our icy blue
mini made slushies
enjoy a small one
for two bucks
(00:20-00:24)
√
The advertisement
above is an assertive
type of informing, The
advertisement
explains that the latest
McDonalds product in
Datum 6 question is icy blue
mini made slushies
that can be enjoyed
for only two dollars.
Datum 7
or take a soda break
with any sized soft
drink for
(00:24-00:27)
√
The advertisement
above is a directive
type of recommend,
the ad explains that
visitors who want to
visit or just have a
drink, McDonald's
also has soft soda
products of all sizes
Datum 8
just the dollar
(00:27-00:28)
√
The advertisement
above is an assertive
type of informing, The
advertisement
explained that
McDonald's products
can be obtained or
purchased for as little
as one dollar.
Table 3
McDonald's Advertisement 3
No Picture Utterance
Illocutionary
Kinds
Analysis
Ass
erti
ve
Com
mis
ive
Dir
ecti
ve
Decla
rati
ve
Exp
ress
ive
Datum 9
our new mcdonald's
spicy chicken
mcnuggets are just
the right amount of
spicy a small to
medium sprite types
of spicy
(00:00-00:07)
√
The advertisement
above is an assertive
type of assure, the ad
explains that
McDonald's new food
product is the spicy
chicken McNuggets.
This spicy chicken
McNuggets food
product is suitable for
consumers who do not
like the excessive
spicy taste because the
chicken nuggets are
processed with the
right spicy taste but
not too spicy. But if
consumers like spicy
taste, McDonald's also
serves sprite drinks to
add a spicy taste when
eating spicy chicken
McNuggets.
Datum 10
uh let's get a
mcflurry after this
types of spicy
(00:07-00:09)
√
The advertisement
above is a directive
type of inciting, The
advertisement
explains that
McDonald's also has
another beverage
product called
Mcflurry, an ice
cream drink product
with vanilla cream on
top, which consumers
can enjoy to get rid of
its spicy taste.
Datum 11
but if you get the
mighty hot sauce it's
a napkins of for
foreheads now types
of spicy this came
from mcdonald's
types of spicy
because our spicy
chicken mcnuggets
breaded in tempura
and made with
cayenne are just the
right amount of
spicy
unless you
remember what i
said about the sauce
(00:10-00:27)
√
The advertisement
above is an assertive
type of informing, the
ad explains that
McDonald's also
provides hot chili
sauce as a
complement to eating
McNuggets 'spicy
chicken, not to forget
that they also provide
napkins to wipe
consumers' sweat due
to the spicy taste when
eating. The
advertisement
describes the
ingredients in
managing the Spicy
Chicken McNuggets,
which consist of just
the right amount of
spicy tempura bread
flour and bird's eye
chilies. This is what
gives rise to a spicy
taste, and is added
with a spicy sauce that
adds to the spicy
pleasure
Table 4
McDonald's Advertisement 4
No Picture Utterance
Illocutionary
Kinds
Analysis A
sserti
ve
Com
mis
ive
Dir
ecti
ve
Decla
rati
ve
Exp
ress
ive
Datum 12
that idea soda so
modern drink drink
from Mcdonald's
(00:04-00:08)
√
The advertisement
above is an assertive
type of report, the
advertisement
explains that modern
beverage products
from McDonald's are
inspired by soft
drinks.
Datum 13
everyone is moments
(00:08-00:09)
√
The advertisement
above is a declarative
type of declare, the ad
explains that this drink
from McDonald's can
complement your
moments of
togetherness
Datum 14
I preach
(00:09-00:10)
√
The advertisement
above is an assertive
type of informing, the
advertisement
explains that the new
beverage product from
McDonald's is a
modern drink with an
appetizing soda taste
sensation
Datum 15
or save day or a
large ice coffee for
this to do list
(00:10-00:13)
√
The advertisement
above is a directive
type of
recommendation, The
advertisement
explained that a new,
affordable beverage
product from
McDonald's, namely
iced coffee so that
consumers can choose
to drink at
McDonald's.
Table 5
Wendy's Advertisement 1
No Picture Utterance
Illocutionary
Kinds
Analysis
Ass
erti
ve
Com
mis
ive
Dir
ecti
ve
Decla
rati
ve
Exp
ress
ive
Datum 16
Tomorrow it can
only be better with
wendy‟s breakfast
(00:00-00:05)
√
The advertisement
above is a commission
type of guarantee, the
ad explains that
Wendy's guarantees
that with breakfast at
Wendy's restaurant,
consumers' breakfast
will be better.
Datum 17
a tomorrow that says
BAE can not bake at
we‟re fresh eggs rain
like opportunity
goodness is spread
and the frosty is key
note and right now
tomorrow brings
even more like a
honey butter chicken
√
The advertisement
above is an assertive
type of informing, The
advertisement
explains that if
consumers cannot
bake in the morning,
Wendys provides food
for you to consume in
the morning, without
biscuit for just a
dollar ninety-nine no
matter what
tomorrow is looking
good
(00:05-00:28)
having to bother you
to bake in the
morning. The advert
also depicts a burger
composition
consisting of fresh
eggs, and honey butter
chicken biscuits,
which can be enjoyed
on a cold morning,
this burger can be had
for just one dollar
ninety-nine.
Datum 18
tomorrow also
available today
(00:29-00:30)
√
The advertisement
above is a commissive
type of guarantee, the
ad explains that
Wendys guarantees
that customers don't
have to worry about
running out of their
burgers because these
bugs are available
every day at the
restaurant.
Table 6
Wendy's Advertisement 2
No Picture Utterance
Illocutionary
Kinds
Analysis
Ass
erti
ve
Com
mis
ive
Dir
ecti
ve
Decla
rati
ve
Exp
ress
ive
Datum 19
mmm he's got a
wendy's frosty yeah
and right now they're
only 50 cents
(00:00-00:05)
√
The advertisement
above is an assertive
type of informing, The
advert explains that
Wendy's cold drink is
being sold by Wendy's
restaurant for 50
cents.
Datum 20
the 50 cent frosty is
back
(00:09-00:10)
√
The advertisement
above is a directive
type of inciting, the ad
explains that Wendy's
has a cold brew
product for only 50
cents.
Datum 21
so if you need your
frosty fink's
(00:11-00:12)
√
The advertisement
above is an assertive
type of informing, the
ad explains that if a
consumer wants a
fresh and cold drink,
Wendys provides him
with the consumer's
desire to consume a
refreshing cold drink.
Datum 22
we got you
(00:12-00:13)
√
The advertisement
above is a commission
type of promise, the
ad explains that
Wendys also
guarantees that the
drink will always be
available at the
restaurant, so
customers don't have
to worry about
running out of these
drinks.
Table 7
Wendy's Advertisement 3
No Picture Utterance
Illocutionary
Kinds
Analysis
Ass
erti
ve
Com
mis
ive
Dir
ecti
ve
Decla
rati
ve
Exp
ress
ive
Datum 23
wendy's didn't start
the chicken wars
they just ended them
with wendy's new
classic chicken
sandwich nothing
beats this classic
(00:00-00:12)
√
The advertisement
above is an assertive
type of informing, the
advertisement
explains that Wendys
has a new food
product, namely the
classic chicken
sandwich, this food
product is different
from other food
products.
Datum 24
grab it now in
wendy's two for five
(00:12-00:15)
√
The advertisement
above is a directive
type of inciting, the
advertisement
explains that food
products sold by
Wendy's can be
obtained for only 5
dollars, only with that
price consumers will
get 2 classic chicken
sandwiches that can
be enjoyed together.
Table 8
Wendy's Advertisement 4
No Picture Utterance
Illocutionary
Kinds
Analysis
Ass
erti
ve
Com
mis
ive
Dir
ecti
ve
Decla
rati
ve
Exp
ress
ive
Datum 25
introducing wendy's
new pretzel bacon
puff cheeseburger
nothing will distract
you from the pretzel
bun and beer cheese
(00:00-00:07)
√
The advertisement
above is an assertive
type of informing, The
advertisement
explains that Wendys'
new food product,
namely the bacon puff
cheeseburger pretzel.
The advertisement
describes a bacon puff
cheeseburger pretzel
food product, which
consists of pretzel
bread and cheese beer
inside.
Datum 26
not even all the
comments on the
pick you posted of
your pretzel bacon
pug cheeseburger
(00:07-00:12)
√
The advertisement
above is a declarative
type of declare, the
advertisement
explains that not all
similar products that
consumers see and
comment on social
media are products of
Wendys, namely
bacon puff
cheeseburger pretzels.
Datum 27
download the app to
order ahead
(00:12-00:13)
√
The advertisement
above is a directive
type of recommend,
the ad explains that
Wendys advises
consumers to
download the Wendy
application to place
food orders directly,
without the need to
queue at the
restaurant.
Datum 28
and get wendy's
rewards
(00:13-00:14)
√
The advertisement
above is a commission
type of commit, the ad
explains that Wendy
gives gifts to lucky
consumers for
purchasing food
products from
Wendy's.
b. Functions of Advertising
Table 9
Mcdonald’s Advertisement 1
No Picture Utterance
Advertising
Function
Analysis
Info
rm
ing
Persu
ad
ing
Rem
ind
ing
Ad
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Ass
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Datum 1
Believe you me
we‟ve seen a lot of
mornings and eating
the small bits of
cheese stuck to a
mcdonal‟s wrapper
(00:00-00:08)
√
In this McDonald's
advertisement there is
an informing function
contained in the ad,
which is in the sentence
"Believe us, we have
often seen the morning
and eaten a small piece
of cheese stuck to a
McDonald's wrapper"
in that sentence the
McDonald's
advertisement informs
about the food products
it sells. McDonald's
informs the
composition of its
burger food which
consists of slices of
cheese and then
packaged in a package
to ensure the hygiene of
the food product.
Datum 2
is the right way to
start a morning
(00:09-00:12)
√
In this McDonald's
advertisement, there is a
persuading function,
namely in the sentence
"is the right way to start
a morning" in that
sentence McDonald's
tries to persuade
consumers with
sentences that can
convince consumers
because by consuming
food products from
McDonald's,
consumers' breakfast
will be guaranteed,
consumers will be able
to start activities in the
morning with
enthusiasm and
cheerfulness.
Table 10
Mcdonald’s Advertisement 2
No Picture Utterance
Advertising
Function
Analysis
Info
rm
ing
Persu
ad
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Rem
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Ad
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Ass
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Datum 3
this coat could be the
first one you're
having at McDonal's
again this iced coffee
could be the first one
at the same old time
and this slushie
could be the first one
√
In this McDonald's
advertisement, there is a
persuading function, the
sentence in the ad says
that a drink from
McDonald's can be
your first helper to
spend time, namely iced
they're having with
friends
(00:00-00:12)
coffee, and a drink that
can be enjoyed with
friends, namely slushie,
with these drinks you
can spend your time at
here.
Datum 4
whatever this order
is for you will be
here to take it
(00:13-00:16)
√
In this McDonald's
advertisement, there is
an informing function,
in that sentence,
McDonald's informs
that, all the products
you order, all of them
are at McDonald's, you
can directly visit
McDonald's and place
an order.
Datum 5
try something new
on your next visit
like our icy blue
mini made slushies
(00:17-00:22)
√
In this McDonald's
advertisement, there is
an Adding Value
Function, in that
sentence, McDonald's is
promoting the latest
product from
McDonald's that
visitors can try, namely,
a beverage product
called icy blue mini
made slushies.
Datum 6
enjoy a small one for
two bucks
(00:22-00:24)
√
In this McDonald's
advertisement, there is
an informing function,
in that sentence,
McDonald's informs
that the icy blue mini
made slushies can be
obtained for only two
dollars.
Datum 7
or take a soda break
with any sized soft
drink for
(00:24-00:27)
√
In this McDonald's
advertisement, there is a
persuading function, the
sentence in the ad says
that buyers can spend
time at McDonald's, by
consuming McDonald's
soda drinks, these
drinks are available in
all sizes.
Datum 8
just the dollar
(00:27-00:28)
√
In this McDonald's
advertisement, there is
an informing function,
the sentence in the ad
says that a small drink
can be obtained for only
one dollar.
Table 11
Mcdonald’s Advertisement 3
No Picture Utterance
Advertising
Function
Analysis In
form
ing
Persu
ad
ing
Rem
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Ad
din
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Ass
isti
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Datum 9
our new mcdonald's
spicy chicken
mcnuggets are just
the right amount of
spicy
(00:00-00:04)
√
In this McDonald's
advertisement, there is a
Reminding function, in
that sentence, the
McDonald's ad tries to
introduce a new food
brand from
McDonald's, namely
spicy chicken
McNuggets.
Datum 10
a small to medium
sprite types of spicy
(00:04-00:07)
√
In this McDonald's
advertisement, there is
an information
function, in that
sentence, the
McDonald's
advertisement informs
that to add to the spicy
taste of buyers,
McDonald's also
provides drinks that can
add to the spicy taste of
buyers, namely small to
medium sprites.
Datum 11
uh let's get a
mcflurry after this
types of spicy
(00:07-00:09)
√
In this McDonald's
advertisement, there is
persuading, the
sentence of the ad,
McDonald's tries to
persuade consumers to
consume additional
beverage products from
McDonald's, namely
mcflurry, these drinks
can reduce the spicy
taste of buyers after
eating the latest
product, namely spicy
chicken McNuggets.
Datum 12
but if you get the
mighty hot sauce it's
a napkins of for
foreheads now types
of spicy this came
from mcdonald's
types of spicy
because our spicy
chicken mcnuggets
breaded in tempura
and made with
cayenne are just the
right amount of
spicy unless you
remember what i
said about the sauce
(00:10-00:27)
√
In this McDonald's
advertisement, there is
an information
function, in that
sentence, the
McDonald's
advertisement informs
that buyers will get hot
sauce and napkins
which serve to clean the
sweat of buyers after
feeling spicy when
consuming spicy
chicken McNuggets.
McDonald's also
informs the
composition of spicy
chicken McNuggets,
which consists of a
layer of breadcrumbs
with tempura, and
added with chilies, so
that it can add a spicy
taste when consuming
it.
Table 12
Mcdonald’s Advertisement 4
No Picture Utterance
Advertising
Function
Analysis
Info
rm
ing
Persu
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Rem
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Ad
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Datum 13
that idea soda so
modern drink drink
from Mcdonald's
everyone is moments
I preach
(00:04-00:10)
√
In this McDonald's
advertisement, there is a
function of informing,
in that sentence,
McDonald's informs the
innovative beverage
products it sells, namely
soft drinks that can be
enjoyed by customers.
Datum 14
or save day or a
large ice coffee for
this to do list
(00:10-00:13)
√
In this McDonald's
advertisement, there is a
persuading function, in
that sentence,
McDonald's tries to
suggest to buyers that
beverage products from
McDonald's are
affordable, so you don't
have to worry if your
money runs out, besides
iced coffee from
McDonald's can
accompany customers
who are busy working.
Table 13
Wendy’s Advertisement 1
No Picture Utterance
Advertising
Function
Analysis
Info
rm
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Persu
ad
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Rem
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Ad
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Datum 15
Tomorrow it can
only be better with
wendy‟s breakfast a
tomorrow that says
BAE can not bake at
we‟re fresh eggs rain
like opportunity
goodness is spread
and the frosty is key
note and right now
tomorrow brings
even more like a
honey butter chicken
biscuit for just a
dollar ninety-nine no
matter what
tomorrow is looking
good tomorrow also
available today
(00:00-00:30)
√
In this Wendy's
advertisement, there is a
function of informing
the food products it
sells, namely burger
products with egg
layers, and informing
the composition of the
food content which
consists of honey butter
chicken biscuits, as well
as informing the price
of the food products it
sells.
Table 14
Wendy’s Advertisement 2
No Picture Utterance
Advertising
Function
Analysis
Info
rm
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Persu
ad
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Rem
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Ad
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Datum 16
mmm he's got a
wendy's frosty yeah
and right now they're
only 50 cents the 50
cent frosty is back so
if you need your
frosty fink's we got
you
(00:00-00:13)
√
In this Wendy's ad,
there is an informing
function because the ad
informs the beverage
products it sells and
informs the price of the
beverage products it
sells, which is 50 cents.
Table 15
Wendy’s Advertisement 3
No Picture Utterance
Advertising
Function
Analysis
Info
rm
ing
Persu
ad
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Rem
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Ad
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Datum 17
wendy's didn't start
the chicken wars
they just ended them
with wendy's new
classic chicken
sandwich nothing
beats this classic
grab it now in
wendy's two for five
(00:00-00:15)
√
In this Wendy's
advertisement, there is
an informing function
because the ad informs
the latest food product
it sells, namely the
classic chicken
sandwich, and informs
the price of the food
product it sells. For
current purchases,
Wendy's informs you
the price, which is only
5 dollars, the buyer will
get 2 classic chicken
sandwiches.
Table 16
Wendy’s Advertisement 4
No Picture Utterance
Advertising
Function
Analysis
Info
rm
ing
Persu
ad
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Rem
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Ad
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Datum 18
introducing wendy's
new pretzel bacon
puff cheeseburger
nothing will distract
you from the pretzel
bun and beer cheese
not even all the
comments on the
pick you posted of
your pretzel bacon
pug cheeseburger
(00:00-00:12)
√
In this Wendy's ad,
there is an informing
function, the ad informs
the food product being
sold, namely the bacon
puff cheeseburger,
which consists of
pretzel bread and beer
cheese. Wendy also
informed that there are
already many copies of
Wendy's products, but
to get authentic food
products, buyers can
immediately place an
order at Wendy.
Datum 19
download the app to
order ahead and get
wendy's rewards
(00:12-00:14)
√
In this Wendy's ad,
there is an Assisting
function, in this
sentence, Wendys
suggests that buyers can
download the Wendy
application to place
food orders, and
Wendys tries to attract
buyers' attention, by
giving gifts to lucky
buyers
APPENDIX III
a. Mcdonald’s
Mcdonald‟s is the largest fast-food restaurant in the world that started
in 1955 in California, United States. With a superior product in the form of a
burger called Bigmac, Mcdonald‟s until now has thousands of restaurants
spread across more than 100 countries, one of which is Indonesia.
Mcdonald‟s first entered Indonesia in 1991 by opening its first restaurant in
Sarinah, Thamrin. In 2009 PT. Rekso Nasional Food (RNF), which is a
subsidiary of the Rekso Group, signed a Master Franchise Agreement with
Mcdonald‟s International Property Company (MIPCO) which gives
permission to operate all restaurants under the Mcdonald‟s brand and open
new restaurants throughout Indonesia. Until now, PT.RNF has opened more
than 200 Mcdonald‟s outlets spread across various cities in Indonesia which
are supported by more than 14,000 employees throughout Indonesia. PT.
RNF through Mcdonald‟s Indonesia is always fully committed to providing
the best service for customers, presenting the foremost quality food, and
providing great benefits to the people of Indonesia. Mcdonald‟s Indonesia
received the first Halal Certificate from the LPPOM Indonesian Ulema
Council (MUI) in 1994 and became the first fast-food restaurant to
receive a Halal Certificate in Indonesia.
b. Wendy’s
Wendy‟s was founded by Dave Thomas in 1969 and named after his 8
year old daughter. When Dave opened the Wendy‟s restaurant in Columbus,
USA, he opened the door to a new standard in quality food. Dave developed
an innovative method to prepare made to order burgers, allowing the staff to
quickly serve high quality food on a daily basis. When everyday people sort
through all the „spin‟ there is one quick service restaurant that is „A Cut
Above‟ that‟s Wendy‟s. we stand for honest food, higher kind of people.
People that belive this is My Wendy‟s. we do it Dave‟s way and we don‟t cut
corners. More then 6,500 stores in over 29 international market. To day
Wendy‟s ranks among the world‟s top restaurant brands. In 1991, Wendy‟s
opened its first store in Jakarta, Indonesia and after then on 2012 Wendy‟s in
the acquisition by CT Corp. Wendy‟s currently operates more than 40 stores
in 12 cities in Indonesia such as Jakarta, Solo, Yogyakarta, Manado,
Semarang, Bandung, Palembang, Surabaya, Balikpapan, Makassar, Bali,
Malang and following other cities. Until now, Wendy‟s has a lot of amazing
foods and become part of food lovers in Indonesia. Wendy‟s we offer a
balance meal at the same time ensuring the standard of our quality is not
compromised at all time. Our beef patty at imported 100% Australian beef, on
top of burgers we have alternative like our Wendy‟s signature Baked Potato,
Wendy‟s world famous Chili and some local favourite like Potato Pie and rice
meals variants.