Research Article
Comparative Study of Persuasive Directive Speech on Printed and Digital Media Advertising
@INPROCEEDINGS{10.4108/eai.28-9-2020.2307532, author={Muhammad Rohmadi and Chafit Ulya and Keken Wulansari and Ulfa Rizqi Putri and Memet Sudaryanto}, title={Comparative Study of Persuasive Directive Speech on Printed and Digital Media Advertising}, proceedings={Proceedings of the 1st MICOSS Mercu Buana International Conference on Social Sciences, MICOSS 2020, September 28-29, 2020, Jakarta, Indonesia}, publisher={EAI}, proceedings_a={MICOSS}, year={2021}, month={5}, keywords={persuasive pragmatics advertisement}, doi={10.4108/eai.28-9-2020.2307532} }- Muhammad Rohmadi
Chafit Ulya
Keken Wulansari
Ulfa Rizqi Putri
Memet Sudaryanto
Year: 2021
Comparative Study of Persuasive Directive Speech on Printed and Digital Media Advertising
MICOSS
EAI
DOI: 10.4108/eai.28-9-2020.2307532
Abstract
Changes in the form of discourse affect messages on the implicature to be conveyed. In advertising discourse, the implicatures conveyed may have various meanings which are not only dominated by persuasion of the invitation to buy the product or service being offered. The pragmatic viewpoint positions language as a complex message, which contains the message and function of the message. This qualitative research explores information from print and online media which is analyzed, described, and compared as a form of implicature data. The dominant function of the speech act from the results of the analysis includes speech containing requests, speech acts of the command directive, speech acts of the prohibited directive, and the function of the speech act of the requesting directive. Advertising has the main function of being persuasive, but the results of the implicative analysis show that the utterances in the advertisement contain commands, prohibitions, and information. Through the use of good persuasive language, advertisers are able to increase the number of visitors who make purchase decisions through digital media. In general, persuasive sentences in advertisements are conveyed creatively and generally, employed rhymes to attract attention and can be easily remembered.
