Pattern of indirect directive speech acts on online advertisements

Bambang Prastio, Abdul Syukur Ibrahim, Gatut Susanto, Istiqomah Nurzafira


Pattern of indirect directive speech acts on online advertisements

The technological advancement and emergence of online advertisement become the underlying reason of the implementation of this current research. This paper discusses the pattern obtained in directive speech act delivered indirectly. Data of this qualitative research were utterances expressing directive speech act that had been transcribed by inclosing the conversation contexts. The data were collected from 30 online advertisements in online shopping application. The research results show there are various ways in delivering directive speech act indirectly such as (1) giving narration; (2) using opposite coordinative conjunction; (3) applying alternative questions; (4) using yes/no question; (5) wh-questions; and (6)  utilizing rhetorical question. Based on the research findings, it can be concluded that online advertising product makers tend to use indirect directive speech act communication patterns. The use of indirect speech patterns is intended to persuade online advertisement readers to use the goods and or services offered. Therefore, the persuasive language of online advertising aims to instruct, command, suggest, and guide readers to order goods and or services offered by online advertising product makers. The findings of this research provide online advertisement readers ways to understand the indirect directive speech acts made by the online advertisement producers.

Keywords: pattern, speech act, directive, advertisements, e-commerce

Pola tindak tutur direktif tidak langsung dalam iklan online

Kemajuan teknologi dan munculnya iklan online menjadi penyebab penelitian ini dilakukan. Artikel ini bertujuan mendiskusikan mengenai pola-pola yang terdapat dalam tuturan direktif yang disampaikan secara tidak langsung. Dalam penelitian kualitatif ini datanya berupa tuturan yang mengandung tindak tutur direktif tidak langsung yang telah ditranskrip dengan menyertakan konteks percakapan. Sumber data penelitian ini adalah 30 iklan online dengan jenis aplikasi belanja online. Hasil penelitian menunjukkan terdapat berbagai cara dalam menyampai­kan tindak tutur direktif yang disampaikan secara tidak langsung. Cara-cara tersebut yaitu (1) memberikan narasi; (2) memakai konjungsi kordinatif perlawan­an; (3) menggunakan pertanyaan alternatif pilihan; (4) memakai pertanyaan dengan jawaban ya dan tidak; (5) bertanya dengan menggunakan dengan kata tanya; dan (6) menggunakan pertanyaan retoris. Berdasarkan temuan penelitian dapat disimpulkan bahwa pembuat produk iklan online berkecenderungan menggunakan pola komunikasi tindak tutur direktif tidak langsung. Pemakaian pola tidak tutur tidak langsung tersebut dimaksudkan untuk memberikan persuasi kepada pembaca iklan online untuk menggunakan produk barang dan atau jasa yang ditawarkan pembuat produk iklan online. Oleh karena itu, bahasa persuasif dalam tindak tutur iklan online bertujuan untuk memerintah, menyarankan, dan mengarahkan pembaca supaya mereka memesan barang dan atau jasa yang ditawarkan oleh pembuat produk iklan online. Temuan dalam penelitian ini dapat membantu pembaca iklan online memahami tuturan direktif tidak langsung yang diproduksi oleh pembuat iklan online.

Kata kunci: pola, tindak tutur, direktif, iklan, e-commerce

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