TINDAK TUTUR PADA IKLAN MEDIA LUAR RUANG DI DIY (Speech Act on Outdoor Media Advertisement in DIY)

Abstract

This study discusses speech act of outdoor media advertisement in Daerah Istimewa Yogyakarta (DIY). It focused on the slots which build the advertisement discourse. The approach is eclectic: structural and pragmatic. The structural approach is to understand the slots which build outdoor advertisement. The pragmatic approach is to identify types of speech act in the slots. Data of this research are outdoor advertisement in DIY. The data obtained from photos of outdoor advertisement which is then transcripted. The agih method is conducted in the structural analysis. The pragmatic analysis uses padan method, which uses speech situation as analysis apparatus. The study shows that speech act in outdoor advertisement is double. The name slot, specification slot, and address slot is assertive. On the other hand, attributive slot is varied such as (a) commissive, (b) assertive, (c) directive, (d) expressive, or (e) combinative speech act. The combinative speech act is a combination of two or more speech acts.