SPEECH FUNCTIONS IN MALE AND FEMALE LANGUAGE IN COSMETIC ADVERTISEMENT A THESIS BY JOHAN CHRISTIAN TOBING REG. NO. 080705020 DEPARTMENT OF ENGLISH FACULTY OF CULTURAL STUDIES UNIVERSITY OF SUMATERA UTARA MEDAN 2013
Abstract Penelitian ini mengkaji topik bahasan tentang speech function yang digunakan dalam iklan produk untuk wanita dan produk untuk pria. Penelitian ini menggunakan metode analisis konten. Sumber data yang digunakan diambil dari iklan-iklan kosmetik yang ada di televise and www.youtube.com. Data yang terkumpul dituliskan ke dalam bentuk teks sehingga penelitian dapat dilakukan dengan metode analisis konten. Berdasarkan analisis yang dilakukan terhadap keseleruhan sampel yang diambil menunjukkan iklan kosmetik wanita menggunakan Statement sebanyak 83%, Question 7%, Command 5%, dan Offer 4%. Sementara bahasa yang digunakan dalam iklan kosmetik pria menggunakan Statement sebanyak 88%, Question 6%, Command 4%, dan Offer 2%. Dari kedua sampel menunjukkan bahwa Statement paling dominant digunakan dalam bahasa iklan kosmetik. Hal ini menunjukkan bahwa pengiklan ingin menyampaikan informasi yang sebanyak-banyaknya kepada calon konsumen produk mereka. Penelitian ini diharapkan nantinya dapat memberikan pengetahuan baru kepada calon konsumen dalam membeli sebuah barang. Selain itu penelitian ini diharapkan dapat menjadi bahan acuan bagi mahasiswa sastra inggris dalam mempelajari speech function dan memperkaya kemampuan berbahasa inggris Kata kunci: speech function, gender, iklan. Abstract This research analyze about speech function used in advertisement that aimed to male or female. This research use content analysis method. The data source used taken from cosmetic advertisements that aired on television an also on www.youtube.com. All collected data transcribed into text so can be analyzed using content analyzing method. Based on the analysis of all the data collected, shows that female cosmetic advertisement using Statement (83%), Question (7%), Command (5%), and Offer (4%). While in male cosmetic advertisement Statement used is (88%), Question (6%), Command (4%), and Offer (2%). Both from male and female cosmetic advertisement show that Statement is the most dominant speech function used in cosmetic advertisement language. This shows that advertiser want to send the information as clearly enough to the viewer of their product advertisement. The result of this research expected to give new knowledge to the consumers in buying product, especially in cosmetic product through the language used in the advertisement. Moreover, this research expected to be reference materials for English student in studying speech function and enrich their language skills.
Keyword: speech function, gender, advertisement TABLE OF CONTENT Page ABSTRACT... i TABLE OF CONTENTS... ii LIST OF TABLES... iii LIST OF FIGURES... iv CHAPTER I: INTRODUCTION 1.1 The Background of The Study... 1 1.2 The Problem of The Study... 2 1.3 The Objectives of The Study... 3 1.4 The Scope of The Study... 3 1.5 The Significances of The Study... 4 CHAPTER II: REVIEW OF RELATED LITERATURE 2.1 Review of Studies... 5 2.1.1 Speech Function... 10 2.1.2 Types of Speech Function... 10 2.1.2.1 Statement in Male Advertisement Language... 14 2.1.2.2 Statement in Female Advertisement Language... 16
2.1.3 Speech Functions in Mood... 18 2.1.3.1 Types of Mood... 18 2.1.3.1.1 Declarative... 19 2.1.3.1.2 Polar Interrogative... 19 2.1.3.1.3 Tagged Declarative... 20 2.1.3.1.4 WH-Interrogative... 21 2.1.3.1.5 Exclamative... 22 2.1.3.1.6 Imperative... 23 2.2 Advertisement... 23 2.2.1 Function of Advertisement... 25 2.2.2 Cosmetics Advertisement... 25 2.3 Gender in Language... 26 2.3.1 Characteristic of Male and Female Language... 27 2.3.2 The Differences between Male and Female Language... 29 2.3.2.1 Male and Female Language in the Past... 30 2.3.2.2 Male and Female Language now... 30 2.4 Review of Related Literature... 32 CHAPTER III: METHOD OF STUDY 3.1 Research Design... 33 3.2 The Data and The Data Source... 34 3.3 Technique of Data Collection... 34 3.4 Technique of Data Analysis... 34 3.5 Trustworthiness of The Study... 35
CHAPTER IV: DATA ANALYSIS, RESEARCH FINDINGS, AND DISCUSSION 4.1 Description of Data... 36 4.2 The Data Analysis... 37 4.2.1 Speech Function of Male and Female in Television Cosmetic Advertisement... 37 4.2.2 Statement in Cosmetic Advertisement Language... 37 4.2.2.1 Statement in Male Advertisement Language... 38 4.2.2.2 Statement in Female Advertisement Language... 44 4.2.3 Command in Advertisement Language... 51 4.2.4 Question in Advertisement Language... 52 4.2.5 Offer in Advertisement Language... 53 4.3 Research Findings... 54 4.4 Discussion... 55 CHAPTER V: CONCLUSION AND SUGGESTION 5.1 Conclusion... 60 5.2 Suggestion... 61 REFERENCE... 62 APPENDIX... 65-72
LIST OF TABLES Table Page 2.1 Speech Function... 9 2.2 Derivation of Speech Function... 11 2.3 List of Statement in Male Advertisement Language... 14 2.4 List of Statement in Female Advertisement Language... 16 2.5 Male and Female Differentiation... 29 4.1 The Data of Advertisement... 36 4.2 Speech Function in Male and Female Language of Television Cosmetic Advertisement... 37 4.3 List of Statement in Male Advertisement Language... 38 4.4 Initiating of Statement in Male Language Advertisement... 43 4.5 List of Statement in Female Language Advertisement... 44 4.6 Initiating of Statement in Female Language Advertisement... 49 4.7 Percentage of Statement in Male and Female Language of Cosmetic Advertisement... 50
4.8 Initiating of Command in Male Language Advertisement... 51 4.9 Initiating of Command in Female Cosmetic Language Advertisement... 52 4.10 Initiating of Question in Male Advertisement Language... 52 4.11 Initiating of Question in Female Advertisement Language... 53 4.12 Initiating of Offer in Male and Female Cosmetic Advertisement Language... 54
LIST OF FIGURE Figure Page 2.1 System Network of Speech Function... 13 2.2 Types of Mood... 18 2.3 Subject and Finite... 19 2.4 Polar Interrogative... 20 2.5 Tagged Declarative... 21 2.6 WH-Interrogative... 22 2.7 Exclamative