An Analysis of Representative and Directive Speech Acts in NIVEA’s Advertising Discourse on Instagram

Dwi Sekar Sari Kencana

Abstract

Speech acts play a crucial role in advertisements as they serve to effectively convey messages aimed at persuading audiences to either make purchases or take specific actions related to the advertised products. This study focused on analysing the use of representative and directive speech acts in advertisements by NIVEA Indonesia on its official Instagram account, @Nivea_id, during the period from January to June 2024. The research employed a descriptive qualitative approach to analyse the data, applying Searle’s (1979) speech act theory as the framework. The data comprised sentences found in Instagram captions that demonstrate representative and directive speech acts. The findings revealed that NIVEA utilizes both types of speech acts in promoting its products. Representative speech acts were employed to provide information, make assertions, and present claims, effectively describing the products and persuading readers to purchase and use them. Meanwhile, directive speech acts were utilized to encourage action, either directly or indirectly, through commands, suggestions, invitations, and advice, all aimed at motivating readers to buy and engage with the products.

Keywords

Advertisement, Pragmatics, Speech Acts, Nivea Indonesia

Full Text:

PDF

References

Carpenter, J. P., Morrison, S. A., Craft, M., & Lee, M. (2020). How and why are educators using Instagram?. Teaching and teacher education, 96, 103149.

Jawad, E. B., & Noureddine, A. (2024). Speech Acts in the Written Language of Advertisements: McDonald’s Advertisements as a Case Study. CaLLs (Journal of Culture, Arts, Literature, and Linguistics), 10(1), 211-224.

Juliwati, S. (2020). Speech Acts on McDonald’s Slogans and/or Headlines in Written Advertisements. Kata Kita: Journal of Language, Literature, and Teaching, 8(2), 192-200.

Kadri, H. K. B., Razak, M. K. A., & Abdullah, N. S. (2022). Speech Acts of Written Texts in Fast Food Online Advertisements. e-Jurnal Bahasa dan Linguistik (e-JBL), 4(1), 100-109.

Leech, G. N. (1983). Principles of pragmatics. Routledge.

Manik, S., Tampubolon, S., & Padang, I. (2022). A Semiotic Pragmatic Analysis of Signs on Billboard Advertisement. Jurnal Scientia, 11(01), 367-368.

Marlina, T., & Saifullah, A. R. (2022). An Analysis of Implicature and Speech Acts on Scarlett Whitening Advertisement: Study of Critical Discourse Analysis’s Sara Mills. International Journal of Science and Applied Science: Conference Series, 6(1), 18-29.

Mey, J. L. (2001). Pragmatics: An introduction. Blackwell Publishing.

Nivea. (2024, July 19). Brand History. https://www.nivea.co.uk/about-us/nivea-history

Nurhidayah, I., Pratama, H., & Fitriati, R. P. S. W. (2024). The realization of expressive speech act used in smartphone advertisement videos on YouTube. English Education Journal, 14(1), 1-25.

Prastio, B., Ibrahim, A. S., Susanto, G., & Nurzafira, I. (2021). Pattern of indirect directive speech acts on online advertisements. Bahasa dan Seni: Jurnal Bahasa, Sastra, Seni, dan Pengajarannya, 49(2).

Prastio, B., Ibrahim, A. S., Susanto, G., & Nurzafira, I. (2024). Pattern of indirect directive speech acts on online advertisements. Bahasa dan Seni: Jurnal Bahasa, Sastra, Seni, dan Pengajarannya, 49(2), 2.

Rudiawati, R., Fitria, V., & Syahrizal, T. (2018). Speech act in indonesias’ shampoo advertisment. PROJECT (Professional Journal of English Education), 1(4), 427.

Simon, S., & Dejica-Cartis, D. (2015). Speech acts in written advertisements: Identification, classification and analysis. Procedia-Social and Behavioral Sciences, 192, 234-239.

Suhartini, C., & Wulansari, Y. (2015). Directive speech acts realization of Indonesian EFL teacher. English Review: Journal of English Education, 3(2), 223-229.

Sukarini, N. W. (2022). Speech acts in written advertisements. Journal of Language and Linguistic Studies, 18(1), 714-723.

Topic: Instagram. (2024, April 24). Statista. https://www.statista.com/topics/1882/instagram/#topicOverview

Ulfah, A., Jumrah, N., Paraswati, Y. D., Kusumawati, A., Utomo, A. P. Y., Mijianti, Y., & Kesuma, R. G. (2024). Analysis of Representative Speech Acts on the Education Portal Channel" Summary of Indonesian Language Material Class 7 K-13". International Journal of Educational Development, 1(2), 45-65.

Van Thao, N., Purba, P. M., & Herman, H. (2021). Pragmatics Analysis on Commisive Speech Act in A Movie. European Journal of Humanities and Educational Advancements, 2(7), 70-74.

Yule, G., & Widdowson, H. G. (1996). Pragmatics. Oxford University Press.

DOI: https://doi.org/10.20961/prasasti.v10i2.97398

Refbacks

  • There are currently no refbacks.