A Pragmatic Analysis of TV Advertisements of Maybelline New York

Abstract

This research discussed Pragmatic Analysis entitled “A Pragmatic Analysis of TV Advertisements of Maybelline New York‟s”. This research is aimed to find out the types of speech acts; locutionary acts, illocutionary acts, perlocutionary acts and speech acts classification on functions; declarations, representatives, expressives, directives, and commissives of Maybelline New York‟s advertisements from 2017-2019. The theory that was used in this research is based on Yule‟s and Searle‟s theory of Pragmatic Studies. This research applied a descriptive qualitative method. The data were collected from 15 advertisements of Maybelline New York from 2017-2019. In analyzing the data the author used data analysis method, they are data condensation, data display, conclusion and drawing/verification. The research finding the author found types of speech acts; illocutionary acts in the advertisements of Maybelline New York and five speech acts classification on functions there are declarations, representatives, expressives, directives, and commissives. The author found that there are 22 declarations, 34 representatives, 1 expressives, 17 directives, and 11 commissives that the speaker used in the advertisements of Maybelline New York. The author found 85 utterances which contain speech acts. The result of the analysis shows that there are five speech acts classification on functions are found in the advertisements of Maybelline New York. There are 22 utterances (25,88%) of declarations, 34 utterances (40%) of representatives, 1 utterance (1,18%) of expressives, 17 utterances (20%) of directives, 11 utterances (12,94%) of commissives that contained in the advertisements itself. The most dominant is representatives. The next level is declarations, directives, and commissives. And expressives is missing.

Penelitian ini membahas Analisis Pragmatis yang berjudul “Analisis Pragmatis Iklan TV Maybelline New York”. Penelitian ini bertujuan untuk mengetahui jenis-jenis tindak tutur; Klasifikasi tindak lokusi, tindak ilokusi, tindak perlokusi, dan tindak tutur berdasarkan fungsi; deklarasi, representatif, ekspresif, arahan, dan komissi dari iklan Maybelline New York dari 2017-2019. Teori yang digunakan dalam penelitian ini didasarkan pada teori Studi Pragmatis Yule dan Searle. Penelitian ini menggunakan metode kualitatif deskriptif. Data dikumpulkan dari 15 iklan Maybelline New York dari tahun 2017-2019. Dalam menganalisis data penulis menggunakan metode analisis data yaitu kondensasi data, penyajian data, penarikan kesimpulan dan penarikan kesimpulan. Hasil penelitian penulis menemukan jenis tindak tutur; Tindak ilokusi dalam iklan Maybelline New York dan lima klasifikasi tindak tutur pada fungsinya yaitu deklarasi, perwakilan, ekspresif, arahan, dan komissi. Penulis menemukan bahwa terdapat 22 deklarasi, 34 perwakilan, 1 ekspresif, 17 direktif, dan 11 commissives yang digunakan pembicara dalam iklan Maybelline New York. Penulis menemukan 85 ujaran yang mengandung tindak tutur. Hasil analisis menunjukkan bahwa terdapat lima klasifikasi tindak tutur fungsi yang ditemukan pada iklan Maybelline New York. Ada 22 ucapan (25,88%) deklarasi, 34 ucapan (40%) representatif, 1 ucapan (1,18%) ekspresif, 17 ucapan (20%) direktif, 11 ucapan (12,94%) dari komisi yang terkandung dalam iklan itu sendiri. Yang paling dominan adalah representatif. Tingkat berikutnya adalah deklarasi, arahan, dan komisi. Dan ekspresif hilang.