PERSON DEIXIS AS FOUND IN THE SLOGAN OF CAR TELEVISION ADVERTISEMENT

MUHAMMAD, FALDO (2015) PERSON DEIXIS AS FOUND IN THE SLOGAN OF CAR TELEVISION ADVERTISEMENT. Diploma thesis, UPT. Perpustakaan Unand.

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Abstract

Background of the Study “Deixis are certain those words in a language that are entirely dependent on context” (Fromkin, 1991:162). So, context has very a important role in assigning the deictic word correctly. Context includes who is speaking, the time or place of speaking, the gesture of the speaker, the addresse, the situation, the condition and the current location in the discourse. Deixis is used in pointing or indicating via utterance and also related to spatio-temporal situation. Fromkin (1991: 163) stated that deixis is dependent on context. Any linguistics form is used to accomplish this „pointing‟ refers to deictic expression. For example „what‟s that?‟ would refer to deictic expression „that‟ to indicate something in the immediate context (Yule, 1996:9). Deixis is used in many different genre of text, such as poem, lyric, film, novel, ceremony, meeting, conversation, advertisement, etc. In advertisement, to assign the reference of deixis, the audience have to have shared knowledge with the advertiser. Advertisers sometimes use deixis to promote the product they sell. Person deixis is part of the deixis which is interesting to analyze in advertisement because the reference of the deixis is not quite clear since the conversation occurs between the advertiser and the audience via media. In this research, the writer is interested in 2 analyzing the person deixis applied in advertisement because it is not easy to know what the deictic word refers to. Hence, this research is entitled as Person Deixis as Found in Car Television Advertisements”. The evolution of technology has changed the business principles. The companies must be able to compete each other. To sell their product, marketing has important role to increase their income. One of many ways to increase company income is through advertisements. Advertisements are used to persuade public or audience. It can be found in printed or electronic media such as television, radio, news paper, and magazine. The displays of the advertisements in media are to draw the attention to the products, goods, ideas, or services in order to make the initial impact and to make the audience identify the product, to remember names and to persuade the audience to buy that product. To influence and attract the audience‟s attention is not easy, that is why the advertiser should be smarter and more creative in selling their product. The audience has their own assumption about the product showed in advertisement, because everybody has different interest, interpretation, knowledge, reason, or experience about the product. In the advertisement, many aspects that should be understood by the advertiser, not only focus on business and commercial value, but also the quality, power, package, and market forces of the product. 3 For example: You’ll think you can (Toyota Avanza advertisement) In Indonesia Avanza is the famous brand of the car, because it is one of the innovations of Toyota products and it also shows the good style, speed and other specifications. In this case, second person deixis “you” is used to refer directly to the consumer or audience. The audience who watch this advertisement will think that “you” refers to them, no matter they are old or young, rich or poor, educated people or not. Advertisement language really has great contribution in influencing the audience‟s mind to buy the product. To influence the audience through advertisement is not an easy job, because every audience has his or her own taste, background, reason, and consideration to buy a product sold via television. In this case, the advertiser has to be able to persuade and motivate the audience to purchase their product service by using interesting language. According to Bollen (1981: 32), someone who uses his or her language skill in advertisement has a great opportunity to get interest of his or her target market. Advertisement often becomes research data by the economic researchers, but for linguist, it is also interested to conduct research on advertisement by analyzing the language of advertisement. Advertisements tend to use the word “you” and “I” to refer to the audience or product/service position. It is the evidence that deixis is used in advertisement.

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