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The Realization of Expressive Speech Act Used in Smartphone Advertisement Videos on YouTube

English Education Journal · Vol. 14 No. 1 (2024) · hlm. 1–25

DOI
10.15294/efg78s60
Terbit
2024-03-15
Penerbit
English Education Journal
Bahasa
eng

Abstrak

This qualitative descriptive study analyses the use of illocutionary speech acts by pragmatic analysis, especially expressive speech acts, used in 5 selected Samsung advertisements found in YouTube, in which the brands tried to mock or make fun of Apple, its competitor. In its relation to the study of language, advertisements are known employ the functions of language to conduct communication between the sellers or brand producents and the customers, include providing informative and persuasive contents to the customers, in which the brand conveys some message and persuade the consumers to make them buy the products. Just like other kinds of communications, speech acts are employed in advertisements. In comparative advertisements, the brands compare their features to other brands’ to give the audience insight that their products are better than their competitors, and this kind of advertisement is the focus of this study, taking the example of Samsung advertisements with comparing their products to Apple’s. Author used the classification of Searle (1979) in identifying the kind of illocutionary acts in each advertisement. Focusing on the use of expressive illocutionary acts, this study found that not all selected advertisements contain its implementation. From all five selected advertisements, only three advertisements utilize expressive illocutionary speech acts. Expressive illocutionary speech acts found in this study are criticizing, apologizing, boasting, and greeting. This study would be helpful for further research reference and additional insight in learning and discussing expressive speech acts in communication.

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  • Institut Teknologi Sepuluh Nopember
  • Institut Agama Islam Negeri Kendari
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Fahrur RoziInstitut Teknologi Sepuluh Nopember3
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Wa Ode Zulhidjah AwalyahInstitut Agama Islam Negeri Kendari1
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Sumber metadata: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/eej/oai, pertama di-harvest 5 Nov 2026, terakhir terlihat 5 Nov 2026.
Metadata asli (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en">The Realization of Expressive Speech Act Used in Smartphone Advertisement Videos on YouTube</dc:title>
	<dc:creator xml:lang="en">Indah Nurhidayah</dc:creator>
	<dc:creator xml:lang="en">Pratama, Hendi </dc:creator>
	<dc:creator xml:lang="en">Sri Wuli Fitriati </dc:creator>
	<dc:subject xml:lang="en">Keywords: Expressive speech act, Illocutionary speech act, Pragmatic study, Samsung advertisement, Samsung vs Apple</dc:subject>
	<dc:description xml:lang="en">This qualitative descriptive study analyses the use of illocutionary speech acts by pragmatic analysis, especially expressive speech acts, used in 5 selected Samsung advertisements found in YouTube, in which the brands tried to mock or make fun of Apple, its competitor. In its relation to the study of language, advertisements are known employ the functions of language to conduct communication between the sellers or brand producents and the customers, include providing informative and persuasive contents to the customers, in which the brand conveys some message and persuade the consumers to make them buy the products. Just like other kinds of communications, speech acts are employed in advertisements. In comparative advertisements, the brands compare their features to other brands’ to give the audience insight that their products are better than their competitors, and this kind of advertisement is the focus of this study, taking the example of Samsung advertisements with comparing their products to Apple’s. Author used the classification of Searle (1979) in identifying the kind of illocutionary acts in each advertisement. Focusing on the use of expressive illocutionary acts, this study found that not all selected advertisements contain its implementation. From all five selected advertisements, only three advertisements utilize expressive illocutionary speech acts. Expressive illocutionary speech acts found in this study are criticizing, apologizing, boasting, and greeting. This study would be helpful for further research reference and additional insight in learning and discussing expressive speech acts in communication.
 
 </dc:description>
	<dc:publisher xml:lang="en">English Education Journal</dc:publisher>
	<dc:date>2024-03-15</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/journals/eej/article/view/3935</dc:identifier>
	<dc:identifier>10.15294/efg78s60</dc:identifier>
	<dc:source xml:lang="en">English Education Journal; Vol. 14 No. 1 (2024): March 2024; 1-25</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/journals/eej/article/view/3935/1111</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2024 English Education Journal</dc:rights>
</oai_dc:dc>