AN ANALYSIS OF SPEECH ACTS IN COCA-COLA’S PRINT MEDIA ADVERTISING

A

AN ANALYSIS OF SPEECH ACTS IN COCA-COLA’S
PRINT MEDIA ADVERTISING

A RESEARCH STUDY
BY

MISS WANNIDA BOONPRASONG
115910103042-0

MISS LAPIN VIRIYANUPHAN
115910103017-2

MISS WARAPORN SUKCHUEN
115910103133-7

In Partial Fulfillment
Of the Requirements for the Degree
English for Communication at the Faculty of Liberal Arts
Rajamangla University of Technology Thanyaburi

B

AN ANALYSIS OF SPEECH ACTS IN COCA-COLA’S
PRINT MEDIA ADVERTISING

A RESEARCH STUDY
BY

MISS WANNIDA BOONPRASONG
115910103042-0

MISS LAPIN VIRIYANUPHAN
115910103017-2

MISS WARAPORN SUKCHUEN
115910103133-7

In Partial Fulfillment
Of the Requirements for the Degree
English for Communication at the Faculty of Liberal Arts
Rajamangla University of Technology Thanyaburi

C

ABSTRACT
This study finds out the types and patterns of speech acts in Coca-
Cola advertising from 1998 to 2008. The researcher conducted the data
sheet as an instrument for identify the types and patterns of speech acts
from Coca-Cola advertising.
The finding of this study is revealed two important parts. Firstly,
from 30 data statements serve as the highest type of locutionary acts
which are aimed at providing information of product, assertive serve as
the highest types of illocutionary acts which are aimed at boasting or
suggesting their products, and get the readers to do somethings serve as
the highest types of perlocutionary which are aimed at giving impact to
the reader to buy or to do something from their product.

Keywords: Print Media Advertising, Speech Acts, Coca-Cola

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TABLE OF CONTENTS

CHAPTER PAGE
A
TITLE PAGE B
C
ABSTRACT
1
TABLE OF CONTENT 1
2
Chapter 2
2
1 INTRODUCTION………………………………………………….. 2
Background of the Study……………………………………………. 2
Objective of the Study………………………………………………. 3
Research Questions………………………………………………….
Significance of the Study…………………………………………… 3
Scope of the Study………………………………………………….. 4
Definition of Terms………………………………………………….
5
2 REVIEW OF RELATED 7
LITERATURE………………………….. 7
An overview of ASEAN languages……………………………….. 7
7
ASEAN Languages and ASEAN labor 8
market…………………… 8
Previous research on attitude towards importance of 9
ASEAN languages………………………………………………………….. 9

3 METHODOLOGY…………………………………………………. 12
Research Design……………………………………………………..
Population and Sample Selection……………………………………
Research Instrument…………………………………………………
Data Collection………………………………………………………
Data Analysis………………………………………………………..

4 FINDINGS…………………………………………………………..
Analysis of Quantitative Data: The
Questionnaire…………………..

5 CONCLUSION AND DISCUSSION………………………………

Summary of the Research…………………………………………… E
Discussion of Research Finding……………………………………..
12
Limitations of the Study…………………………………………….. 12
Recommendation……………………………………………………. 14
14

TABLE OF CONTENTS(continued) PAGE

CHAPTER 17
REFERENCES 19
APPENDICES

Appendix A: The sample of questionnaire
………………………...
Appendix B: Photos ……………......................................................

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1

CHAPTER I

INTRODUCTION

This study aimed to analyze speech acts in print media advertising.
This chapter consists of seven parts: background of study, objective of
this study, significant of the study, scope of the study, research questions,
procedures, and definition of term.

A. Background of the study

Advertising is a public presentation that involve the product or
organization that owns the product. Moreover, advertising plays a very
important role in almost every type of business. It is important that
entrepreneurs or business people have to study the role and purpose of
advertising well. There are three basic purposes of advertising: to provide
the knowledge and the understanding of products and services, to inform
the useful information to consumers and to persuade the consumer. The
consumers gained the information through several mass media. There are
many types of mass media such as radio, television, newspaper including
new media as phone.

Advertising can also be divided into five types’ based on the
advertisement medium used. Firstly, print advertising refers to newspaper,
magazines, and brochure advertisements, etc. Secondly, broadcast
advertising refers to television and radio advertisements. Thirdly, outdoor
advertising refers to hoardings, banners, flags, wraps, etc. Fourthly, digital
advertising refers to advertisements displayed over the internet and digital
devices. Finally, product/brand integration refers to product placements in
entertainment media like TV shows, YouTube videos, etc. Every type of
the advertisement medium used is different material to present the
products but there are the same things to convince the consumer to
purchase their product. Therefore, the researchers chose to analyze print
advertising because the text and the graphic are simple to analyze.

The text in print advertising used a speech act is an indication of a
speaker's intention and the effect it has on a listener. Basically, it is the
action that the speaker hopes to convince the audience. Speech acts might
be requests, warnings, promises, apologies, greetings, or notifications.
Thus, speech acts are an important part of communication. Moreover,
most of organizations or company usually apply speech act theory in the
advertisements because it makes advertising interesting and attractive.

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Coca-Cola Company used print advertising to promote their
products. Coca-Cola or Coke is a carbonated soft drink manufactured by
the Coca-Cola Company. Originally marketed as a temperance drink and
intended as a patent medicine, it was invented in 19th century by John
Stith Pemberton. Coca-Cola is one of the most successful company ever
because their strong advertising and marketing. This the reason why the
researcher want to analyze speech acts in print advertising of Coca-Cola.

Thereupon, advertising is interesting to analyze because of selling
products, the companies cannot be sell without advertising. Therefore, in
this research, the researchers focus on the analysis of speech acts to find
out the types and patterns appear in Coca-Cola’s print media advertising.
The speech acts are part of advertisement Thus, the researchers take
English advertisements in Coca-Cola’s print media advertising in 1889 to
2008 as the object of the study, Coca-Cola print advertisement has been
chosen because it is an English advertisement.

Objectives

The objectives of this study were as follows:

1. To identify the types of speech acts that appear in Coca-Cola’s
print media advertising.

2. To find out the patterns of speech acts that appear in Coca-Cola’s
print media advertising.

Significance of the study
The research will provide useful information about speech acts in

advertising for people who are interested in using speech acts in
advertisements. As the future researchers, they could use this research as
an example to analyze speech acts in any advertisements that they are
interested in.

Scope of the study
This research study aimed to analyze the speech acts that appear in

Coca-Cola’s print media advertising from 1998 to 2008. 30 advertisements

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were selected based on the amount of text that appears in the
advertisements.

Research question
1. What types of speech acts appear in print advertisements of Coca-
Cola’s?
2. What are the patterns of the speech acts used in print
advertisements in Coca-Cola’s?

Procedures and Data Collection
The steps in conducting the research were as follows:

1. Collecting the Coca-Cola’s print media advertisements from 1998
to 2008.

2. Selecting 30 advertisements.
3. Identifying the types of speech acts that appear in the selected

advertisement.
4. Finding the frequency of each type of speech acts.
5. Analyzing the patterns of the speech acts.
6. Finding the frequency of each pattern of the speech acts.

Definition of Terms
Advertisements refer to a public medium to promote a product via mass
media.
Print Media Advertising refers to an advertising tool that has both
content and text.

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Speech Acts refer to the intent of the company in persuasion the
consumer.
Coca-Cola refers to the trademark of a carbonated soft drink flavored
with coca leaves, cola nuts and caramel.

CHAPTER 2
REVIEW OF RELATED LITERATURE

This chapter presents the theory and a literature review in this
study. The theory of advertising is divided into four parts: an overview of
advertising. target audience, elements of advertisement text, advertising
medium. Next, the theory of speech acts is divided into three different
parts. Firstly, the overview of speech acts from many theorists. They
interpret the concepts of speech acts in the resemble meaning. Secondly,
describe the classifications of types and patterns in speech acts. Lastly, the
review of previous studies on speech acts.

Advertising

a. an overview of advertising
In the era, if you wish to present your products or services with

good results, you will not be able to refuse that advertising is an
important factor as it is a public announcement of a product, idea offering
or service. Saleem, S., & Abideen, Z. (2011) said that advertising is a form
of communication intended to convince an audience (viewers, readers or
listeners) to purchase their product, or take some action upon products,

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information, or services as well as sales promotion and public relations
are mass-communication tools available to marketers.

In addition, advertising is a motivational communication material.
The objective of the motivation led to consumer behavior by speaking,
writing, or communicating. Which causes the target consumer to think,
act, follow, or change the behavior as the advertiser wants, motivation by
telling the useful features of the product and motivation using the
principles of psychological needs. According to Kotler and Armstrong
( 2007) psychological factors that influence consumer behavior are
motivation, perception, learning, belief and attitude. Among those
motivation, perception and attitude are self-driven factors, whereas,
learning and belief are driven by family and society.

Advertising can be used to communicate through various media.
Advertising can be used to communicate through various media. The
target group can reach news about products and services in the long
distance as conveniently as possible to the broad mass quickly,
simultaneously and thoroughly. Access by using methods to motivate
consumers to be satisfied and have a positive attitude that need to be
presented, which will identify sponsors or advertisers. Forasmuch affects
consumers' trust, they can build trust and show that it's a product
advertisement, not a propaganda. According to Chathoth, Mak, Sim,
Jauhari, & Manaktola, ( 2011) Focusing on organizational trust, the
researchers suggest that integrity, commitment and dependability
represent the trust construct very well.

Target Audience

a. consumer advertising

Consumer advertising is messages paid for by companies and
delivered through mass media. The objective is to inform or persuade
consumers of the merits of your brand and products. Consumers are a

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large and common target of ads presented through several traditional
types of media. Consumer advertising is distinct from trade market or
business-to-business ads presented to business buyers.

b. business advertising

Nurita Widyanti ( 2013) said that the tends to be concentrated in
specialized business publications or professional journals, in direct-mail
pieces mailed to business establishments, or in trade shows held for
specific areas of business.

Elements of advertisement text

a. elements of advertisement text

Advertising writing or copy is written material, in contrast to
photographs or other elements of layout, in contents such as magazines,
advertising and books. In advertising, copy refers to the output of
copywriters, who are employed to write material which encourages
consumer to purchase goods or service.

According to Boove and Arens (1986:262-274), there are headlines,
sub-headlines, body copy, boxes and panels, slogans, logotypes, seals,
and signature in the elements of constructing print advertisement. In
addition, there are three main point must be present in an advertisement,
i.e. Headlines, Sub-Headlines, and body copy.

a) Headlines
Headlines refer to the word set at the head of advertisement. It
refers the word or phrase that you will be read first or that can
draw attention at first time. As a result, headlines are usually set
in a larger type than other position of the advertisement. Thus,
the most importance of the element in advertising is headlines
because it is the first thing that they will be see first and it is the
importance part that can make them decide to purchase goods or
service easier.

b) Sub-Headlines
Sub-Headlines refer the word may be appear above or below the
headlines. It is the secondary in importance to the headline of an

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advertisement, but adding the new idea or expand more detail
below the headlines. Generally, they are set in a smaller type
than headlines.

c) Body copy

Body copy refer the text in an advertisement. It motivates the
reader to act, give importance on how to the product will
provide benefits and also provide the product details. Moreover,
this is the persuasive

Advertising medium

There are several type of advertising mediums which can be
categorized to five group: Print Advertising, Broadcast Advertising,
Outdoor Advertising, Digital Advertising, and Product/Brand Integration.

In this research, the researcher used print media or print advertising
because this is the oldest and wildly used form of an advertising. Print
Media can be including newspaper advertisement, journals, flyers and
magazine ads.

According to Beliaikin Artem Newspaper advertisements is the
most common form of print media advertising. They have a high reach of
audience. However, there are a few limits of this type because there is
some factor such as the cost of advertising space.

Magazine is the perfect for advertising to a niche class of audience.
Although, magazine is more expensive due to the superior quality of
print.

Newsletter advertisements are periodicals that are sent out to via
mail or email. Newsletter is a best way to reach the audience due to low
cost and efficient reach.

Brochures is mainly aimed at educating the consumer in-depth
about the detail in the product or service that is being advertised.

An overview of speech acts

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In general, people usually use language to communicate with
others in different situations: to ask a question, greet, warn, promise, order
and take action in daily life. Many theorists about speech acts try to
explain the intention of what people said. For example, the sentence
“ close the window” is uttered by someone in the room. The speaker
performs the act of ordering then there will be an act of responding by the
listener. This idea shows that when the statements are uttered, they are not
only state but they also show some action by speaking. There are the
descriptions of speech acts by many theorists and one of the most
mentioned is J.L Austin.

According to Austin ( 1962 : 109, there are three degrees of speech
acts were as follows:

1. The locutionary acts are the act of saying something. It can
be in the form of statements, questions and commands.

2. The illocutionary acts are a way of using language, and its
performance is the performance of an act in saying
something as opposed to the performance of an act of saying
something. (Austin 1975, 98).

3. The perlocutionary acts are the effect of the speech.

To describe these three degrees of speech acts, consider the
sentences “Can you turn on the air-conditioner?”. The location meaning is
just a yes-no question about to respond the speaker’s request. As for the
illucation meaning is the request to turn on the air-conditioner for the
speaker. Finally, whether the listener determine to turn on or not, it’ s
called the perlocutionary.

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Leech ( 1998) agrees with Austin that each sentence has a
locutionary acts and an illocutionary act, but he define them as sense and
force. Moreover, there are the statements of two theorists in the same way.
Bach and Harnish (1998) said that when people speak, they believed that
both of speaker and listener think to the same meaning. However, Stenius
( 1998) describes that each statement consists of radical in a sentence.
Stenius talk about three moods: indicative mood, describing something;
imperative mood, performing the desire of the speaker; and interrogative
mood, performing a feeling of uncertainty or curiosity. Davidson ( 1998)
also talk about moods in the same way as Stenuis say, but Davidson adds
the ideas about the uses in sentence such as to order something and to ask
a question.

From the ideas mentioned by these theorists, they are certain that
when a statement is uttered, the speaker does not only inform the
meaning but also convey the intention of the speaker for the listener to
recognize.

Types and patterns in speech acts.

Austin (1962) interested in illocutionary acts that might become to
the force of a sentence and convey the utterance performativity nature.
Thus, he Classified the speech acts into 5 categories and later developed
by Searle (1969 : 12-20) as follows:

1. Assertives is to commit the speaker to something being the
case. The different kinds are: suggesting, putting forward,
swearing, boasting, concluding. Example: ``No one makes a
better cake than me''.

2. Directives refer to the speaker try to make the addressee
perform an action. The different kinds are: asking, ordering,
requesting, inviting, advising, begging. Example: ``Could you
close the window?''.

3. Commisives is about to commit the speaker to doing
something in the future. The different kinds are: promising,

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planning, vowing, betting, opposing. Example: ``I'm going to
Paris tomorrow''.
4. Expressives is about to express how the speaker feels about
the situation. The different kinds are: thanking, apologizing,
welcoming, deploring. Example: ``I am sorry that I lied to
you''.
5. Declarations is about the speaker change the state of the
world in an immediate way. Example: ``You are fired, I
swear, I beg you''.

According to Naufalina (2017), the pattern will describe the type of
speed acts that mentioned above, 5 types in the table as follows:

Speech Acts

Locutionar Illocutionary Perlocutionary

1. Statements 1. Assertives 1. Get the readers to know
2. Questions 2. Directives
3. Commands 3. Commisives 2. Get the readers to do
4. Expressives something
5. Declaration
3. Get the readers to expect
something

4. Get the readers to
express feeling

5. Get the readers to praise

Figure 1. Analytical Construction

A Review of related literature

The first research project conducted by Wise (2011), she analyzed
the ways in which pragmatic politeness is used in certain speech acts in
Spanish and English magazine in the United States. Leech ( 1983) are

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applied to directive and commissive speech acts, as defined by Searle
(1976), in order to determine (1) how these speech acts are carried out in
magazine advertising, (2) how politeness strategies are reflected in these
speech acts, and (3) whether there are any differences in the use of speech
acts and politeness strategies between Spanish and English. In this study,
the researcher found that speech acts in advertisements in the data set
tends to shift towards and support a positive politeness strategy.

Widyanti ( 2013) also studied about speech acts. In this study, the
objective was to provide a brief description and discussion of the speech
acts related to the use of figurative language. The data source was
advertisements from Harper’ s Bazaar Magazine published in November
2012 to January 2013. The description was presented through the analysis
of figurative language, there are some aspects that can be locutionary act,
illocutionary act and perlocutionary act of advertisement deals with the
expected effect from the consumer towards the product being advertised

Four years later, we found an interesting research project.
Nayufalin ( 2017) , The researcher mainly describes speech acts used in
Bon Appetite food advertisements with the objective that identifying the
types of speech acts, and figuring out the speech act patterns in the
advertisements. The data source was advertisements from Bon Appetite
published in March to May 2016 which were in the form of words,
phrases, clauses, and sentences. The findings of this research reveal two
important things. Firstly, from 30 data, it is found speech acts in the
statements were locutionary acts, illocutionary acts and perlocutionary
acts. Secondly, Statements-Commisives-Expect is the most frequent
pattern used by the copywriters.

The last research project conducted by Norasetkosol ( n. d. ) , the
researcher analyzed both of direct speech acts and indirect speech acts in
anti-smoking advertisements. The purpose of these direct speech acts and
indirect speech acts is to persuade smokers to quit smoking. However, the
literal meaning of indirect speech acts are different from the intended
meaning of direct speech acts.

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CHAPTER 3
METHODOLOGY

1. Research Design
In this study, the researchers employed characteristics of

quantitative method. This study finds out the types and patterns of speech
acts. The researchers used data sheets of print advertisements to gather the
information to find the frequency of speech acts in advertisements.

2. Sample Selection
This study used purposive sampling to select 30 print

advertisements from Coca-Cola’ s advertisements released from 1889 to
2008. The reason for selecting Coca-Cola’ s advertisements because the
company has been using print advertising to promote their products for a
long time.

3. Research Instrument
The researchers used data sheets as an instrument in this study. The

data sheets were used to obtain data. The data sheets which were used in
this research can be seen as follows:

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Types of speech acts

No. Print Assertive Directive Commissive Expressive Declaratives
advertiseme
nts

1.

2.

3.

Table1. Data sheet of types of speech acts in Coca-Cola’s print
media advertisements.

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Patterns of speech acts

No. Print

advertisements

1.Get 2.Get the 3.Get the 4.Get 5.Get the readers

the readers to readers to the to praise

readers do expect readers

to know something something to

express

feeling

1.

2.

3.

Table2. Data sheet of patterns of speech acts in Coca-Cola’s print
media advertisements.

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4. Data Collection Techniques
In this research, the researchers used the print advertisements of

Coca-Cola company released from 1998 - 2008 as the source of the
data. The researchers were not only collecting the data, but also
classifying them. The methods of data collection were as follows:

1. Reading and note taking print advertisements
2. Determining the selected advertisements
3. Identifying the types of speech acts
4. Classifying the patterns of speech acts
5. Making and fulfilling the data sheets
6. Cross-checking the advertisements as the final step

5. Data Collection
The data collection was conducted at the beginning of December

2019. The researchers gathered the advertisements from Coca-Cola. The
researchers classified types and patterns of speech acts in advertisements.
Moreover, the researchers used data sheets in the final step to gather and
classify the types and patterns of speech acts.

6. Data Analysis
In this research, Coca-Cola’s 30 print advertisements in English

were analyzed. The researchers employed the statistical methods of
frequency and percentage for analysis. The instances of each type of
speech acts and speech act patterns were counted and calculated into
percentage.

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CHAPTER 4

FINDINGS

As the objectives mentioned in this research, this research is aimed
at identifying the types and finding out patterns of speech acts that exist
in the printed advertisements. This chapter provides the results of
research. The data findings show the appearance of types and patterns of
speech acts exist in Coco-Cola print advertisements.

1. Types of speech acts in Coca-Cola print advertisings

According to the research, there are three category of speech acts
in Coca-Cola print advertising analyzed in this research, namely
locutionary acts, illocutionary acts and perlocutionary acts. Firstly, there
are three types of locutionary acts found in Coca-Cola print advertising:
statements, questions, and commands. Secondly, there are four type of
illocutionary acts found in Coca-Cola print advertising: assertives,
directives, commissives, and expressive. Declarations are not found in
Coca-Cola print advertising because they are not relevant with
advertisement. Finally, there are five types of perlocutionary acts found in
Coca-Cola print advertising: get readers to do something, to know, express
feeling, expect something and to praise. The finding of speech acts in
Coca-Cola print advertising were as follows:

No Speech Acts Frequency Percentage
(%)
1. Locutionary Acts 35 100

Statements 31 88.5
Questions 2 5.7
Commands 2 5.7

2. Illocutionary Acts 35 100

Assertives 22 62.8
Directives 7 20
Commisives 2 5.7
Expressives 4 11.4

Declarations - 17

No Speech Acts Frequency Percentage
(%)
3. Perlocutionary Acts 35 100

Get readers to do something 15 42.8
Get readers to know 11 31.4
Get readers to express feeling 3 8.57
Get readers to expect something 3 8.57
Get readers to praise 3 8.57

Table 1: The Types of Speech Acts in Coca-Cola print advertising

Firstly, table 1 shows that from 30 print advertisement, statements
serve the highest frequency of all three types of locutionary acts. There
are 26 print advertising (86%) containing statements. The lowest frequency
of locutionary acts are questions and commands with only 2 data (6%).

Secondly, based on classification of illocutionary acts, there are 13
(43.3% ) occurrences of assertive,11 (36.6% ) occurrences of directives, 4
(1 3 .3 % ) occurrences of expressives,2 (6.6% )occurrences of commissives.
Declarations are not found in this table.

Thirdly, the table shows that there are five types found in this
study. They are get readers to do something 11(36.6%), to know 10(33.3%),
to express feeling4 (13.3% ), to praise 3 (1 0 % ) and to expect something2
(6.6%).

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2. Patterns of speech acts in Coca-Cola print advertisements
Based on the finding, seventeen patterns were found in Coca-Cola
advertisements by analyzing. The findings of speech act patterns in Coca-
Cola print advertisements are demonstrated in the following table:

No Patterns Frequency Percentage
1. Statements-Assertives-Know 12 (100%)
2. Statements-Assertives-Do 4 34.2
3. Statement-Directives-Do 4 11.4
4. Statement-Commisives-Expect 2 11.4
5. Statement-Expressives-Praise 1 5.7
6. Statement-Expressives-Express 1 2.8
7. Commands-Assertive-Do 1 2.8
8. Commands-Directives-Do 1 2.8
9. Statements-Expressives-Know 2 2.8
10. Statements-Directives-Know 1 5.7
11. Statements-Assertives-Praise 2 2.8
12. Questions-Directives-Do 1 5.7
13. Statement-Assertives-Expect 1 2.8
14. Questions-Assertives-Express 1 2.8
15. Statements-Expressives-Express 1 2.8
35 2.8
Total 100

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Table 2: The Patterns of Speech Acts in Coca-Cola print
advertisements
Table 2 shows speech act patterns based on finding in Table 1. Statement-
Assertives-Know is the most recurring pattern found in Coca-Cola print
advertisements. There are 12 instances of the pattern accounting for
(34.2%). The second most recurring pattern is Statements-Assertives-Do at
four instances (11.4%). The other patterns recur at similar frequency as in
the Table such as Statement-Commisives-Expect (5.7%), Statement-
Expressives-Praise (2.8%) and Statement-Expressives-Express (2.8%).

CHAPTER 5

CONCLUSION AND SUGGESTIONS

This research investigates speech acts in Coca-Cola’s print media
advertising texts based on the findings in Chapter 4. The result shows
two outstanding types in Coca-Cola’s print media advertising.

A. Conclusions

1. Findings on types of speech acts used in the advertisements can be
explained as follows:

a. Assertives are the most frequent type of illocutionary acts found
in Coca-Cola’s print media advertising. The use of assertives is
common in the advertisement since it is aimed to commit the
readers to something being the case with the information about the
products. Therefore, the consumers would have an interest to buy
the product or to use the service.

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b. To get the readers to do something becomes highest frequency
of the types of perlocutionary acts. The perlocutionary acts are to
direct the reader to do something according to the text used in the
advertisement. The author wants to attract customers by using
words that are guide to follow. Therefore, it will increase the
opportunity to experiment with more products and services.

2. A further analyses on the speech act patterns indicate that Statement -
Assertives – Get the reader to know is the most frequent pattern. In the
selected 30 advertisements of Coca-Cola’s print media, the type of
sentence is dominated by statement form. In addition, an illocutionary acts
in the advertisements aimed to commit the readers to something being the
case by commisives. Finally, the advertisements contain perlocutionary
acts, to get the readers to do something about the products and services.

B. Suggestions
Based on the results, the researcher proposes some suggestions as
follows:

1. To the Readers
It is expected that readers will understand that advertisements are
not only selling products or services, but also being a media with a
variety of languages. Therefore, the readers can study linguistic
from the media around them.

2. To the Advertisers

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Advertisement producers should pay attention to the use of
language appropriately, because good language will be able to
attract consumers to be more interested in products and services, as
well as creating a unique identity for consumers to remember
better.
3. To Future Researcher
Since this study uses limited advertising messages, it is expected
that future researchers with similar studies will be able to conduct
research with a wider variety of groups. Furthermore, to
differentiate the types of languages in ads on interesting topics.

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APPENDICES



17

Appendix A: The data sheet of Types of peech acts

Types of speech acts

No. Years

Assertive Directive Commissive Expressive Declaration

1.

2.

3.

4.

5.

18

Types of speech acts
No.

Years

Assertive Directive Commissive Expressive Declaration

6.

7.

8.

9.

10.

11.

19

Types of speech acts

No. Years Assertive Directive Commissive Expressive Declaration

12.

13.

14.

15.

16.

17.

20

No. Years Types of speech acts
18.
Assertive Directive Commissive Expressive Declaration

19.

20.

21.

22.

23.

21

No. Types of speech acts

Years

Assertive Directive Commissive Expressive Declaration

24.

25.

26.

27.

28.

29.

22

NO. Years Types of speech acts
30.
Assertive Directive Commissive Expressive Declaration

23

Appendix B: The data sheet of patterns of speech acts

Patterns of speech acts

No. Print
advertising

Get the Get the Get the Get the Get the

readers readers readers to readers to eaders to

to know to know know know know

1.

2.

3.

4.

5.

24

Print Patterns of speech acts

No. advertising Get the Get the Get the Get the Get the

readers readers readers to readers eaders to

to know to know know to know know

6.

7.

8.

9.

10.

25

No. Print Patterns of speech acts

advertising Get the Get the
Get the Get the Get the

readers readers readers to readers eaders to

to know to know know to know know

11.

12.

13.

14.

15.

26

No. Print Patterns of speech acts

advertising Get the Get the
Get the Get the Get the

readers readers readers to readers readers

to know to know know to know to know

16.

17.

18.

19.

20.

27

No. Print Patterns of speech acts

advertising Get the Get the Get the Get the Get the

readers readers readers to readers readers

to know to know know to know to know

21.

22.

23.

24.

25.

28

26.

No. Print Patterns of speech acts

advertising Get the Get the Get the Get the Get the

readers readers readers to readers readers

to know to know know to know to know

27.

28.

29.

30.

29