Proceedings of the International Conference of Learning on Advance Education (ICOLAE 2021)

Directive Speech Acts on Commercial Advertising Discourse of Electronic Media and Its Implementation as Indonesian Language Teaching Material in Junior High Schools

Authors
Ratvenia Komalasari*, Harun Joko Prayitno, Miftakhul Huda, Laili Etika Rahmawati
University of Muhammadiyah Surakarta
*Corresponding author. Email: a310180048@student.ums.ac.id
Corresponding Author
Ratvenia Komalasari
Available Online 14 May 2022.
DOI
https://doi.org/10.2991/assehr.k.220503.013How to use a DOI?
Keywords
directive speech act; commercial advertisement; advertisement text
Abstract

Researchers analyzed directive speech acts in electronic media commercial advertisements. This research was conducted to obtain in-depth data analysis of directive speech acts in electronic media commercial advertisements, investigate the form and purpose of commercial advertisement of electronic media. The researchers used a qualitative descriptive method. The data for this study were obtained from 118 commercial advertisements contained in advertisements for beauty, clothing, starter packs, food, applications, banking, jewelry, housing, apartments, and vehicles published in electronic media. In this study, data collection techniques applied note-taking techniques and observation techniques, as well as interview techniques. The data analysis technique of this research applied pragmatics. The results of this study indicate that commercial advertisements contained directive speech acts, including: recommending 35%, inviting 26%, commanding 23%, demanding 4%, forcing 2%, and suggesting 10%. The types of directive speech act in this study were categorized as follows, namely: recommending used offering and directing, inviting used persuading and seducing, requesting used encouraging and ordering, demanding used challenging and charging, forcing used urging and requiring, and suggesting used calling and recommending. Another finding from this study is that the speech act of commercial advertising discourse of electronic media could be implemented into examples of Indonesian language advertising text teaching materials in high school (SMP) grade 2 in Basic Competence (3.3, 4.3) and (3.4, 4.4) in the preparation of advertising texts of handouts. The directive speech acts in commercial advertisements in electronic media are relevant and can be used as teaching materials in schools to improve students’ knowledge, especially the pragmatics aspect.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the International Conference of Learning on Advance Education (ICOLAE 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
14 May 2022
ISBN
978-94-6239-577-0
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.220503.013How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

TY  - CONF
AU  - Ratvenia Komalasari
AU  - Harun Joko Prayitno
AU  - Miftakhul Huda
AU  - Laili Etika Rahmawati
PY  - 2022
DA  - 2022/05/14
TI  - Directive Speech Acts on Commercial Advertising Discourse of Electronic Media and Its Implementation as Indonesian Language Teaching Material in Junior High Schools
BT  - Proceedings of the International Conference of Learning on Advance Education (ICOLAE 2021)
PB  - Atlantis Press
SP  - 124
EP  - 139
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220503.013
DO  - https://doi.org/10.2991/assehr.k.220503.013
ID  - Komalasari2022
ER  -