SEMIO-PRAGMATIC ANALYSIS OF CELLPHONE ADVERTISEMENTS

HELEN, LELA ULFARIDA (2024) SEMIO-PRAGMATIC ANALYSIS OF CELLPHONE ADVERTISEMENTS. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRACT Semio-Pragmatic Analysis of Phone Advertisements By: Helen Lela Ulfarida The research was about Semio-Pragmatic Analysis of Cellphone Advertisements. Semiotic is a study of the functioning if sign systems. Pragmatic is a study of communication. Sign and language play important role in advertisements, if they want to promote their products, they need words and language correctly. The purpose of this study to find out the sign system and to find out the speech acts used on the cellphone advertisements. This research was conducted using descriptive qualitative method to describe and analyse this research using Pierce‟s semiotic theory about signs and Yule‟s pragmatic theory about speech act. The object of this research are Samsung and iPhone (Apple phone). The data were presented in the form of linguistic elements in cellphone printed advertisements. The result of this research in semiotic found of seven image in advertisements consisting four icons, three indexs, two symbols. In summary, the result show that Pierce‟s semiotic concept can be used to explain the meaning of signs that the speaker decided to show the product through the advertisement to the readers. The researcher also found the language contained in Samsung and iPhone cellphone advertisements using pragmatic theory can be concluded that, in the seven printed advertisements obtained, found that there are 10 speech acts that used in this research. The result, found 10 speech act consisting nine representative, one declarative. It was found that there are indirect speech acts among two cell phone advertisements, namely Samsung advertisements and iPhone advertisements. The results showed that by using advertisements speakers can convey messages in accordance with the required functions. Key words: advertisement, linguistic, pragmatic, semiotic.

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