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CHAPTER II

THEORETICAL BACKGROUND

In this chapter, the researcher presents the information about the relation of

the theory which is applied to analyze the data. The researcher describes in detail

about language, communication, language functions, advertising and utterances.

2.1. Language

Generally, language is used for communication and to deliver the ideas.

Edward Sapir states that “language is an introduction to the study of speech

language. It is purely human and non-instinctive method of communicating ideas,

emotions, and desires by means of a system of voluntary produced symbols.”

(Crystal, 1997: 400). It means that when we use language, we communicate our

individual thoughts.

According to Oxford Advanced Learner‟s Dictionary of Current English,

“language is human non-instinctive method of communicating ideas, feelings and

desires by means of a system of sounds and sound symbols.” (Hornby, 1974:

472). Other definition of language “is a collection of symbols, letters, or words

with arbitrary meaning that are governed by rules and used to communicate. “

(Pearson, Judy C, et al., 2003: 74).

Language is basically means of communication which is always occurs in a

particular social context. Wardhaugh states that “language is what the members of

a particular society speak.” (2006: 1). Language affects many aspects of human

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life, such as religious, political, social, and economic. It can be concluded that

language cannot be separated from the society in communication to express their

ideas trough the sound, letter, and symbol.

2.2. Communication

Communication becomes a particular thing in social life. There are some

experts who give definitions about communication. According to Pearson, Judy C,

et.al., “communication is a process by which meaning is exchanged between

individuals through a common system symbols, signs, or behavior.” (2003: 10).

Berrel and Steiner in Liliwei states that “communication is a process to deliver

informations, opinions, emotions, skills, etc through symbol usage, such as words,

pictures, numbers, etc.” (2011: 34). Some of the more functional definitions of

communication describe it as “the transfer of meaning,” “the transmission of

social values,” or “the sharing experience.” (Hiebert, 1982: 16). In other words,

communication can be described as the process of delivering informations, ideas,

or opinions by using language in social context.

Gamble defines that there are three types of communication. They are

“personal, group, and public communication.” (1986: 7). Gamble in Introducing

Mass Communication states that public communication is mentioned as “mass

communication.” (1986: 8). Public communication is the process of generating

meanings in a situation where a single source transmits a message to a number of

receivers who give nonverbal and, sometimes, question-and-answer feedback.

While mass communication is communication mediated, via a transmission

17

system, between a source and a large number of unseen receivers. From the

description above, it can be considered that public communication and mass

communication have the same function in the target of communication. They have

the large of target audiences or the target addressees. Thus, public communication

can be defined as a mass communication.

In conclusion, communication is a process to deliver the message from the

addresser to the addressee. The type of communication will be classified by the

amount of the participant in communication such as personal, group, and public or

mass communication. In this research, the researcher will be only focus on mass

communication which is involved many participants and there is no limitation in

society since the subject of this research is advertisements.

2.3. Language Functions

Generally, language function is one of the key to make the communication

acceptable. Roman Jakobson, a Russian linguist, classifies six factors of

communication. They are:

1. Addresser (speaker, encoder, emitter, poet, author, narrator)

2. Addressee (decoder, hearer, listener, reader, interpreter)

3. Code (system, language)

4. Message (semelfactive paralo, the given discourse, the text)

5. Context (referent)

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6. Contact (“a physical channel and a psychological connection between speaker

and addressee”). (1985: 143).

The six different functions determined by these six factors can be seen in

this following table:

Table 1. Factors of Communication and Functions of Language

Target Factor and

Function No

TARGET

FACTOR

SOURCE

FACTOR FUNCTION

1 Context Message Referential

2 Addresser Message Emotive

3 Addressee Message Conative

4 Contact Message Phatic

5 Code Message Metalingual

6 Message Message Poetic

Briefly, these six functions can be described as follows:

“(1) the referential function is oriented toward the context (the dominant

function in a message like „Water boils at 100 degrees‟); (2) the emotive

function is oriented toward the addresser (as in the interjection „Bah!‟ and „Oh!‟);

(3) the conative function is oriented toward the addressee (imperatives and

aposthrophes); (4) the phatic function serves to establish, prolong or discontinue

communication [or confirm whether the contact is still there] (as in „Hello!‟); (5)

the metalingual function is used to establish mutual agreement on the code (for

example, a definition); (6) the poetic function (e.g. „Smurf‟), puts „the focus on

the message for its own sake‟. (Jakobson, 1960: 356 as cited

http://www.signosemio.com/jakobson/functions-of-language.asp, accessed on

October, 12th

2017).

Roman Jakobson divides language functions into six functions. They are

emotive (expressive), conative (appellative), metalingual (metalingualistic), poetic

(aesthetic), referential (cognitive, denotative, ideational), and phatic. (1985: 144).

In a communication, people will utter their utterances which contain language

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functions. They use different language functions to communicate each other based

on their message purpose. When people inform, command, ask, or offer

something to the addressee, they will use different language functions. They may

use more than one language functions in their communication in certain context.

One of example is in advertisement. An advertisement may contain more than one

message, and it means that the advertisement may use some of language

functions. The companies give several language functions in their advertisement

in order to get the attention from the audiences. Thus, the study of language

functions is needed to reveal the messages inside it. For more details, these are the

description of six language functions by Roman Jakobson.

2.3.1. Referential Functions

According to Jakobson, “the referential function or denotative function or

cognitive function is oriented toward the context.” (1980: 82). The core of the

referential function is “external situation, the facts of a topic, reality outside

language, including reported ideas or theories.” (Newmark, 1988: 40). Referential

function can be seen from the context of the utterances itself. Briefly, referential

function is a language function which aims to deliver the information to the

addressee. Janet Holmes states that “referential utterances provide information,

e.g. At the third stroke it will be three o‟clock precisely.” (1992: 286).

2.3.2. Emotive Functions

Jakobson states that “the emotive or expressive function focused on the

addresser, aims a direct expression of the addresser‟s attitude toward what he is

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speaking about. It tends to produce an impression of a certain emotion whether

true of feigned.“ (1980: 82). Newmark defines that “the core of the expressive

function is the mind of the addresser, the writer, the originator of the utterance. He

uses the utterances to express his feelings irrespective of any response.” (1988:

39). In The Cambridge Encyclopedia of Language stated that “the emotive

function can be used by people when they utter swear words, obscenities, and

admiration, expression of fear and affection, the emotional, out pouring of certain

kinds of poetry.” This encyclopedia also describes (Crystal, 1997: 10):

1) Common linguistic expressions of emotion consist of conventional words or

phrases (such as Gosh, My, Damn it, What a sight).

2) Semi linguistic (interjection) (such as Tut-Tut, Ugh, Wow, Ow, Ouch).

Shortly, emotive function is a language function which focuses on the

addresser‟s utterance to express his/her feelings, thoughts, opinions, and ideas.

“Expressive utterances express the speaker‟s feelings, e.g. Im feeling great today.”

(Holmes, 1992: 286).

2.3.3. Conative Functions

Jakobson defines that “the conative function is oriented toward the

addressee. It shows a language function that makes someone, addressee, to

respond to what the addresser says or wants the listener to do.” (1980: 83). “The

core of the conative function is the addressee that is used in the sense of „calling

upon‟ the addressee to act, think or feels.” (Newmark, 1988: 41).

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Newmark states that “the conative function finds its purest grammatical

expression in the vocative and imperative.”(1980: 83). It can be concluded that

conative function is a language which aims to order or ask the addressees to think

or do something through the addresser‟s utterances. According to Holmes,

“directive utterances attempt to get someone to do something, e.g. Clear the

table.” (1992: 286).

2.3.4. Phatic Functions

“The phatic function set for contact and serves to establish, prolong or

discontinue communication, to check whether the channel works (“hello, do you

hear me?”), to attract the attention of the attention of the interlocutor or to

confirm his continued attention (“are you listening?”).” (Jakobson, 1980: 84).

According to Newmark, “the phatic function of language is used for maintaining

friendly contact with the addressee rather than for imparting foreign information.”

(1988: 43).

“This function usually is found in a dialogue, How are you?, You know,

Are you well?, Lovely to see you., Have a good week-end.”(Newmark, 1988: 43).

Holmes defines that “phatic utterances express solidarity and empathy with

others, e.g. Hy, how are you, lovely day isn‟t it!”(1992: 286). These examples of

utterances may not need an answer and may not contain any messages, but these

just to open, close, or continue the communication. “Phatic communication

conveys an affective or social message rather than a referential one.” (Holmes,

1992: 287). In conclusion, phatic function is a language function which used to

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express information about social relationship in the communication in order to

attract the addressee‟s attention.

2.3.5. Metalingual Functions

According to Jakobson, the metalingual function (or glossing) focuses on

the code factor. Whenever the addresser and/or the addressee need to check up

whether they use the same code, speech is focuses upon the code. For example, “I

don‟t follow you-what do you mean?” ask the addressee.” (1980: 86).

“Metalingual function of language indicates a language‟s ability to explain, name,

and criticize its own features.“ (Newmark, 1988: 43).

Holmes states that “metalinguistic utterances comment on language itself,

e.g. ‟Hegemony‟ is not a common word.” (1992, 286). It can be concluded that

metalingual function is a language function which used the code to describe the

parts of language, such as grammar or word which describe language itself.

2.3.6. Poetic Functions

Jakobson defines that “poetic function is set toward message, it focuses on

the message for its own sake.” (1980: 84-85). According to Newmark, “poetic

function is designed to „please the senses, firstly through its actual or imagined

sound, and secondly through its metaphors.” (1988: 42). It means that the message

is on the utterances itself. “Poetic utterances focus on aesthetic features of

language itself, e.g. a poem, an ear-catching motto, a rhyme: Peter Piper picked a

peck of pickled peppers.” (Holmes, 1992: 286).

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In Textbook of Translation mentioned also about the characteristic of

poetic function, “the sound effects consisting of rhyme, alliteration, assonance,

intonation, onomatopoeia, rhythm, and figurative language (metaphor,

personification, simile) and or imagery.” (Newmark, 1988: 42). Concisely, poetic

function is a language function which concerns with aesthetic or artistic feature. It

can be identified by the diction, rhyme, alliteration, etc.

Summarily, language function has six factors and six types as mentioned by

Roman Jakobson. Language functions are used in every communication, such as

in advertising. Referential function used to introduce the product of the

advertisement. Emotive function used by the advertiser to express his/her

feelings and ideas about the product. Conative function used to persuade the

addressee to buy the product. Phatic function used to attract the addressee‟s

attention to listen the advertisement. Metalingual function is rarely used in

advertisement. Poetic function used to make the advertisement has the aesthetic

language in the advertisement itself.

2.4. Advertising

There are several definitions about advertising from some experts.

According to Burke, “advertising is a sales message, directed at a mass audience

that seeks through persuasion to sell goods, services, or ideas on behalf of the

paying sponsor.” (1987: 9). Kennedy defines that advertising is “a form of selling

for its job is to persuade the consumer to take some action favorable to the

advertiser; to buy the product, use the service, or accept an idea about a company

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or an industry.” (as cited in Burke, 1987: 9). It can be described that advertising is

a communication which conveys the information of a product, service, or idea by

using persuasive language to attract the addressee‟s attention.

According to Dominick, advertising has three main components; the

advertiser, advertising agencies, and the media. The advertiser is the company that

advertises, the advertising agency is an independent business organization

composed of creative and business people who manage advertising in advertising

media, and media is the way of connection between the company and the target

audiences. (1990: 367-369).

“Advertising is the structured and composed non-personal communication

of information, usually paid for and usually persuasive in nature, about products

(goods, services, and ideas) by identified sponsors through various media.”

(Arens, W.F., et.al., 2008: 7). Kotler and Keller define that;

“advertising is any paid form of non-personal presentation and promotion

of ideas, goods, or services by an identified sponsor via print media (newspaper

and magazine), broadcast media (radio and television), network media (telephone,

videotape, video disk, CD-ROM, web page), and display media (billboard, signs,

posters).” (2012: 500).”

There are several reasons why advertising become an important part of

many marketers or companies. Media advertising is still the most cost-effective

way to gain the large number of consumers through an advertising message.

Advertising is also a valuable tool for building the company or brand equity as it a

powerful way to provide consumers with information as well as to affect their

perception. Advertising can be used to create a favorable and an unique images

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and associations for a brand which can be very important for companies selling

products or services that are difficult to differentiate on the basis of functional

attributes. Brand image plays an important role in the purchase of many products

and services, and advertising is still recognized as one of the best way to build a

brand.

Advertising cannot be separated from media. Media are divided into several

categories. Arens classifies mass media into six major categories: (1) print media:

such as magazine and newspaper, (2) electronic media: such as radio and

television, (3) digital interactive media: such as internet, (4) out-of home: such as

bus, taxi, and subway advertising, (5) direct mail media: such as e-mail, sales

letter, postcard, catalog, etc, and (6) other media such as DVD and CD (2008:

127-130).

Most of the companies use all mass media to promote their product, but

there are some companies which use some mass media to promote the product. It

depends on their strategies in the purpose of the advertisement. Mass media

become main part in advertising because without mass media, the advertisement

does not convey to the audience. Since mass media become a very important thing

in the advertising, mass media described as “the bridge between the company and

the audience” (Bovẻe, 1982: 144).

2.5. Utterances

According to Parera, J. D., “an utterance is the use of a piece of language,

such as a sequence of sentences, or a single phrase or even a single word of

26

addressers.” (2004: 262). In Cambridge Dictionary mentioned that “an utterance is

something that someone says.” An utterance stretch of spoken language that is

preceded and followed by silence of addressers.” (Parera, 2004: 262).

From the definitions of experts above, an utterance can be described as a

spoken language which is uttered or delivered by the addresser. An utterance is a

group of word which listened by the addresser. An utterance can be represented in

written by adds quotation marks in the beginning and ending of sentences.

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CHAPTER III

DISCUSSION

In this chapter, the researcher presents the analyzing of the data. The research is

focused on the utterances of the Samsung S8 and S8+ smart phone advertisements

which are analyzed by using Roman Jakobson‟s language function. There are 41

utterances from two advertisements entitled Samsung S8 and S8+: Official

Introduction (Ads 1) and Communicate with Bixby through Talk, Tap or Type

(Ads 2). Mostly, all of the utterances in this research are conveys by using more

than one language. There are referential function, emotive function, conative

function, phatic function, and poetic function which used to delivered the

messages of each utterance. There is no utterance which delivered by using

metalingual function. The context of the utterances will be provided since

language function cannot be understood out of context. The researcher classifies

the utterance based on the similarity of the language functions which used in each

of utterance. In this research, the researcher classifies the use of language function

in Samsung S8 and S8+ advertisements into eight types. From these

classifications, the researcher provides 15 utterances as the examples to be

analyzed in this chapter.

3.1. Utterances by Using Referential, Emotive, Poetic, and Phatic Functions

There are five utterances which using referential, emotive, poetic, and phatic

functions. The researcher provides two utterances as the example. The first

utterance is:

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Datum 1. (Ads 1 at 00:00:03)

We live our lives through our phones

The referential function is used in order to provide the information to the

addressees about the context of the advertisement. The utterance above informs

that in this modern era, we are as a social human cannot be separated from

communication tools, especially phones. According to Oxford Learner‟s Pocket

Dictionary, the noun phone is “(machine used in a) system for talking to

somebody else over the long distances using wires or radio.” (2008: 329).

Nowadays, the evolution of phones and the human‟s life are already walks on side

by side. It is no doubt about their need on phones which used to be tertiary need,

then now is become primary need. In this utterance, in time as long as people live,

they will need phones. From this noun phones, the addressees know that the

company will inform about the product of phones, Samsung S8 and S8+. The

utterance above uses a declarative sentence which usually used to give the

information. From this explanation, it can be said that the referential function is

applied in this utterance.

The emotive function is applied to express the addressers‟ feelings,

thoughts, opinions, and ideas. In this utterance, the emotive function shows in

verb live. According to Oxford Learner‟s Pocket Dictionary, live is “enjoy life

fully.” (2008: 258). The word live above describes that the addressers themselves

persuade the addressees to enjoy fully their life by using their phones as their tool

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of social communication or entertainment needs. In this utterance, the addressers

share their experience about the important role of phones in their social life.

The poetic function concerns with aesthetic or artistic feature which can be

identified by the diction, rhyme, alliteration, etc. The diction of an utterance plays

an important rule to get the addressees‟ attention. The utterance we live our lives

through our phones attracts the addressees by using the dictions of live and lives,

and our and our in the utterance which can be called as repetition. Live and live

can be categorized as consonance which contains the repetition of consonant

sound of /l/ and /l/. While our and our can be categorized as assonance which

contains the repetition of vowel sound /ɑ/ and /ɑ/. These repetitions make the

utterance sounds rhythmic and interesting to hear by the addressees.

Phatic function is applied to express the information about social

relationship in communication in order to attract the addressees‟ attention. The

phatic function can be identified from pronoun we which implies the attention and

solidarity between the addressers and the addressees. It also can be described from

emotive and poetic functions above. From these descriptions, it can be concluded

that the utterance attracts the addressees by persuading the addressees to have the

same feeling with the addressers and by the ear-catching utterances which

produced by consonance and assonance repetitions.

The second utterance which using referential, emotive, poetic and, phatic

functions is:

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Datum 2. (Ads 2 at 00:00:37)

Assisting you in the most convenient way is the heart of what Bixby does

The context of this utterance is about Bixby. Bixby is one of the new

mainstay feature which released by Samsung S8 and S8+. Through the phrase

most convenient and the heart, it reflects that Bixby become an important feature

in Samsung S8 and S8+. This utterance delivered in the form of declarative

sentences. It aims to provide the information about something. From this

explanation, it can be conclude that the referential function is applied in this

utterance.

The addressers convey their feeling through phrase most convenient. The

addressers imply about their experience of using Bixby in Samsung S8 and S8+

which will make the addressees feel the most comfortable in the way of Bixby

does. Since the utterance reveals the feeling of the addressers, it can be identified

that the emotive function implies in this utterance.

The poetic which concerns with the aesthetic features of the utterance, in

this utterance can be shown in phrase the heart. Usually, the heart refers to one

important part of human body or also can explain some feelings which are being

felt, such as broken heart. Since in this utterance the heart refers to Bixby which is

not really has the heart in the fact, the heart in this utterance can be categorized as

the metaphor. The heart in this utterance similarly represent with heart in human

as the center of human‟s life. Thus, in other word, the utterance above means that

the center or the exact purpose of Bixby is to assisting the addressees in the most

31

convenient way. Everything which done by heart, will produce something positive

and good. Thus, the heart in this utterance implies the aesthetic features.

The phatic function in this utterance can be identified from phrase assisting

you which implies the attention and solidarity between the addressers and the

addressees. It also can be described from emotive and poetic functions above.

This utterance attracts the addressees by persuading the addressees to have the

same feeling with the addressers and to show the aesthetic feature of the

utterances which produced by metaphor. Since phatic function is applied to

express the information about social relationship in communication in order to

attract the addressees‟ attention, it can be concluded that the phatic function is

implied in this utterance.

3.2. Utterance by Using Referential and Emotive Functions

There is only one utterance which using referential and emotive functions.

The utterance is:

Datum 3. (Ads 1 at 00:00:11)

But smart phone still look the same as they did a decade ago

The utterance above informs that smart phone performance still same like a

decade ago. Using this information, the addresser tries to convey to the addressees

that generally, there is no big change in the function of the smart phone. It is used

to communication from several years ago from the first it is created, especially for

some people which are not in a scope area. Since this utterance provides to inform

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about something, the main function of smart phone, the referential function is

applied through this utterance.

The adjective look the same in this utterance is implies the addressers‟

feeling about the smart phone. From adjective look the same, the addressers feel

that there is no different significant in terms of smart phone function, even since

the smart phone is created from many years ago. Since look the same used to

describe and to refer the addressers‟ feeling about something, it can be

categorized that this utterance implies the emotive function.

3.3. Utterances by Using Referential, Emotive, and Phatic Functions

There are 15 utterances which using referential, emotive, and phatic

functions. The researcher provides two utterances as the example. The first

utterance is:

Datum 4. (Ads 1 at 00:00:31)

The new infinity display gives you an incredible full screen experience, yet

fit comfortably in your hand

The referential function is used to give the information about something to

the addressees. In this utterance, the addressers inform about the new infinity of

the phone which give an incredible full screen and comfortably to be used in the

addressees‟ hand. This utterance delivered in the form of declarative sentences. It

aims to provide the information about something. From this explanation, it can be

conclude that the referential function is applied in this utterance.

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The addressers convey their feeling through word incredible. The addressers

imply about their experience of using Samsung S8 and S8+ which will make the

addressees feel very amazed with this full screen‟s product. The addressers are

very thoughtful about the size of the screen in order to make the addressees feel

comfortable when using it. Since the utterance displays the feeling of the

addressers, it can be identified that the phatic function implies in this utterance.

Phatic function is used up to delivers the information about social

relationship in communication in order to attract the addressees‟ attention. The

phatic function can be identified from phrase gives you and word your which

imply the attention and solidarity between the addressers and the addressees. It

also can be described from emotive function above. From these descriptions, it

can be concluded that the utterance attracts the addressees by reassuring the

addressees to have the same feeling with the addressers. Thus, the phatic function

is implied in this utterance.

The second utterance which using referential, emotive and, phatic functions

is:

Datum 5. (Ads 1 at 00:01:27)

Bixby get smarter and more intuitive with every use and if you find

something like, Bixby analyzes it and provides information without type a single

word

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In this utterance, the addressers inform about the advance of Bixby which

become a smarter and a more intuitive feature in each time the addressers using

Samsung S8 and S8+. This utterance conveyed in the form of declarative

sentences. It purposes to provide the information about something. From this

explanation, it can be conclude that the referential function is applied in this

utterance.

The addressers express their feeling through adjective smarter and more

intuitive. The addressers imply their experience of using Bixby in Samsung S8 and

S8+ which will make the addressees feel very sophisticated and sensitive with the

addressees‟ needs. The addressees just need to give their willing to Bixby, then

Bixby will analyze your willing and provide information about it. Since the

utterance expresses the feeling of the addressers, it can be identified that the

phatic function implies in this utterance.

In this utterance, the phatic function can be identified from clause if you find

something like, which imply the attention and solidarity between the addressers

and the addressees. It also can be described from emotive function above. From

these explanations, it can be concluded that the utterance attracts the addressees

by persuading the addressees to have the same feeling with the addressers about

the product. Thus, the phatic function is implied in this utterance.

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3.4. Utterances by Using Referential, Emotive, Conative, Phatic, and Poetic

Functions

There are three utterances which using referential, emotive, conative, phatic,

and poetic functions. The researcher provides two utterances as the example. The

first utterance is:

Datum 6. (Ads 1 at 00:00:05)

There now our screens of choice to enjoy everything from TV shows to mind-

blowing games

The utterance above informs that there will be the new screens which

provide entertainment needs for the addressees, such as enjoying TV shows and

mind-blowing games. According to Oxford Learner‟s Pocket Dictionary, screen is

“flat surface on a television, computer, etc on which you see pictures or

information.” (2008: 394). Since the previous utterance notice the phones, then

the noun screen in this utterance means phone. The phrase There now our screens

clearly inform the target audiences that the company produces a new product. It is

indicated by the use of the adverb of time now. By this adverb of time, the

addressees know that the company has the new product of phone, exactly

Samsung S8 and S8+. The information in this utterance delivered in the form of

declarative sentence. From this description, it can be shown that the referential

function is applied in this utterance.

The emotive function in this utterance can be seen from verb enjoy and

adjective mind-blowing. The utterance is expression of the addressers‟ attitudes

and feelings. According to Oxford Learner‟s Pocket Dictionary, enjoy is “get

36

pleasure from something.” (2008: 148). While mind-blowing means extremely

impress, overwhelm, or excite one. These are indicate that the addressers are

happy and very excited in their experience of using the new screen, means

Samsung S8 and S8+ smart phone. Since these words above represent the

addressers‟ feeling, it can be defined as the emotive function.

Besides gaining the addressees‟ attention, the adverb of time now which

means new also persuades the target addressees to try or to buy the product.

Usually, people will be persuaded more easily by the something new because they

may think that something new means something better. Hence, they may buy the

product. It can be concluded that this utterance applies conative function.

In this utterance, the addressers use word-play to explore the aesthetic

features. It can be seen in phrase from TV shows to mind-blowing games. The

word shows and blowing display the assonance which contains the repetition of

vowel /əʊ/ and /əʊ/. Besides categorized as assonance, mind-blowing which

means very impressive is also categorized as idiom. The word of mind-blowing is

special and unique since to get the meaning of mind-blowing itself, the researcher

cannot interpret mind and blowing separately. Moreover, the word mind-blowing

also has the strong meaning which suitable to choose as the attractive words one

in an advertisement. Hence, the poetic functions are applied in this utterance.

This utterance tries to gain the addressees attention by using an adverb of

time now. It means that there is new product which promoted. Usually, something

new means something better. The other words which aim to attract the addressees‟

attention are enjoy and mind-blowing. It may also make the addressees curious

37

and asks, “What is new?”, “What kind of screen or phone which will make us

enjoy and mind-blowing?” Then the addressees are attracted to listen and watch

the advertisement carefully and completely. Thus, the phatic functions are applied

in this utterance.

The second utterance which using referential, emotive, conative, phatic, and

poetic functions is:

Datum 7. (Ads 2 at 00:02:29)

Talk, type and taps whichever is more convenient

The referential usually applied to inform about something. The utterance

above is in form of declarative sentence and aims to give information. Through

word talk, type, and taps, the addressers provide the information of choosing the

way to use Bixby. According to Oxford Learner‟s Pocket Dictionary, talk means

“conversation or discussion.” (2008: 453). While type means, “letters that are

printed or typed.” (2008:480). And tap means, “light hit with your hand or

fingers.” (2008: 453). From this explanation, it can be concluded that the

referential is applied in this utterance.

The expression of the addressers‟ feeling in this utterance is implied through

the phrase more convenient. The addressers conveys their feeling that to use

Bixby, whichever by talk, type, or taps, all of them are make the addressers easier

doing their routine with their smart phone. Since the phrase more convenient

expresses the addressers‟ feeling, it can be said that the emotive function is

defined in this utterance.

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The conative function attempts to get someone to do something. It is

oriented toward the addressees as an imperative. Generally, people attempt to get

someone to do something by using imperative sentence. According to Cramer,

imperative sentence is “a command or request that ends with a period or an

exclamation mark” (1984: 101). This utterance is imperative sentence although it

does not use exclamation mark. Usually, the addressers persuade the addressees

by using imperative. The imperative utterance aims to persuade the addressees to

follow and believe the message of the utterance. Because this advertisement

advertises Samsung S8 and S8+ which have a special feature inside it, called

Bixby, it can be concluded that it orders the addressees to talk, type, or taps Bixby

in Samsung S8 and S8+. Hence, the conative function is applied in this utterance.

The diction of an utterance provides an important rule to get the addressees‟

attention. The utterance talk, type and taps whichever is more convenient attracts

the addressees by using the dictions of talk, type and taps in the utterance which

can be called as repetition. Talk, type and taps can be categorized as consonance

which contains the repetition of consonant sound of /t/, /t/ and /t/. This repetition

make the utterance sounds rhythmic and interesting to hear by the addressees.

Thus, it can be conclude that the poetic function is emerged.

Phatic function is applied attract the addressees‟ attention. The phatic

function can be identified from emotive and poetic functions above. By words

whichever and phrase more convenient, the addressers persuade the addressees to

choose the best way to gain the same goal. The addressers also attract the

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addressees‟ attention by using the ear-catching utterances which produced by

consonance repetitions.

3.5. Utterances by Using Referential, Emotive, Conative, and Phatic

Functions

There are three utterances which using referential, emotive, conative, and

phatic functions. The researcher provides two utterances as the example. The first

utterance is:

Datum 8. (Ads 1 at 00:00:20)

I am filming unbox your phone, Samsung Galaxy S8

The utterance uses a declarative sentence which usually used to give

information. In this research, the addressers inform that there is a new product of

phone from Samsung brand. This utterance shows the context of the

advertisement. It is referred by using the noun phone in this utterance. The

addressers inform to the addressees that in that time, the addressers present the

new product, named Samsung Galaxy S8 and S8+. From this explanation, it can

be concluded that the referential function is applied in this utterance.

Besides the referential function, the emotive function is also applies in this

utterance. The addressers express their feeling by using word filming. Filming in

this utterance implies a meaning that the addressers are excited of this new phone,

Samsung S8 and S8+. Generally, the addressers may not need word filming in this

utterance because the addressees know directly about it through the advertisement

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that they watch. But, in this utterance noun filming emphasize that the addressers

are amazed of this advertisement‟s product. Since this utterance is expressing the

addressers‟ feeling, thus the emotive function is applied.

The conative function is also applied in this utterance. The conative function

is oriented toward the addressees. In this utterance, the addressers ask the

addresses to do something by using imperative sentence. The verb unbox is

clearly asks the addressees to try or to buy the product. This utterance purposes to

gain the addressees to believe and buy the product by using the verb unbox. Thus,

the addressees may buy the product.

Beside referential, emotive, and conative function, this utterance also applies

the phatic function. This phatic function can be described from emotive and

conative functions above. This utterance tries to attract the addressees‟ attention

through the word filming which implies the addresser‟s amazement and verb

unbox which persuade the addressees to buy the product. These words may bring

up the addressees‟ curiosity and impatience to keep up the advertisement

completely, or even buy this product as soon as possible. From these descriptions,

it can be concluded that the phatic function is applied in this utterance.

The second utterance which using referential, emotive, conative, and phatic

functions is:

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Datum 9. (Ads 1 at 00:03:20)

The Galaxy S8 will take you beyond the limits of any phone you‟ve ever

known before

The utterance uses a declarative sentence. The declarative sentence is

usually used to give information. In this research, the company gives information

about The Galaxy S8 as a smart phone which gives the addressees to the higher

level than any previous smart phone. Through word beyond, it can be identified

that The Galaxy S8 provides some better features or application which cannot be

found in any other smart phone before. It means that in this utterance, the

addressers imply The Galaxy S8 as the new product of smart phone one. Since this

utterance informs something to the addressees, it can be said that the referential

function is applied.

The phrase beyond the limits represents the addressers‟ feeling about the

new product of The Galaxy S8. The addressers feel that The Galaxy S8 deserves to

be a new idol of smart phone since it will realize and provide some enjoyment

which cannot reach by the previous smart phone. In this utterance, the addressers

share their experience that they are satisfied and proud of using The Galaxy S8.

Since the utterance implies the addressers‟ feeling, it can be concluded that the

emotive function is defined in this utterance.

Through phrase of any phone you‟ve ever known before, it implies that The

Galaxy S8 is the new product which introduced by the addressers. Besides

attracting the addressees‟ attention, a product which is new often persuades the

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target addressees to try or to buy the product. In other side, the phrase will take

you may means „experience‟. The addressers persuade the addressees that they

will not disappoint if they use or buy the product. Hence, they may buy the

product. It can be concluded that this utterance applies conative function.

This utterance tries to gain the addressees‟ attention as described in

referential and emotive functions above. This utterance aims to attract the

addressees‟ attention since the product is new. It also breaks the inability of

reaching some advanced features from some previous smart phone through phrase

beyond the limits. From these definitions, it may rise the curiosity from the

addressees by question, “What kind of beyond the limits?” Then, the addressees

will not let them missed the next utterance of the advertisement, even one single

word. Thus, the phatic functions are applied in this utterance.

3.6. Utterances by Using Referential and Phatic Functions

There are five utterances which using referential and phatic functions. The

researcher provides two utterances as the examples. The first utterance is:

Datum 10. (Ads 1 at 00:02:10)

The ability to unlock your phone one finger or even with your face and

secure your most important file with your eyes

The referential function is used in order to provide the information to the

addressees about the context of the advertisement. The utterance above informs

that there are several phone abilities such as unlocking the phone and securing the

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file by using advanced ways. From this utterance, the addressers want to inform

about the advantages of phones, Samsung S8 and S8+. The utterance above uses a

declarative sentence which usually used to give the information. From this

explanation, it can be concluded that the referential function is applied in this

utterance.

Phatic function is applied to express the information about social

relationship in communication in order to attract the addressees‟ attention. The

phatic function can be identified from pronoun your which mentioned four times

in this utterance which implies the attention and affective to the addressees. The

addressers also emphasize the attractive and persuasive word in phrases „to unlock

your phone one finger or even with your face‟ and „secure your most important

file with your eyes‟. This utterance may provoke the addressees‟ curiosity and

curiosity further to know about the advantages of the product. Then, the

addressees will keep up to stay watch and listen to the next information which will

be explained in the advertisement. From these descriptions, it can be concluded

that the phatic function is implied in this utterance.

The second utterance which using referential and phatic functions is:

Datum 11. (Ads 1 at 00:02:18)

Samsung Dex provides you a PC like experience, right from your phone

This utterance conveys the information about Samsung Dex which becomes

a part of Samsung S8 and S8+‟s feature. The utterance above informs that

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Samsung Dex provides for the addressees and its way of working experience in

the phone as same as the way of PC (Personal Computer) working experience.

The utterance above uses a declarative sentence which usually used to deliver the

information. From this explanation, it can be concluded that the referential

function is used in this utterance.

The phatic function expresses the information about social relationship in

communication for attracting the addressees‟ attention. The phatic function can be

identified from pronoun your which implies the attention and affective to the

addressees. The addressers also emphasize the attractive and persuasive word in

phrase „right from your phone‟. In this utterance, there are two things which

compared, these are PC and phone. This utterance may provoke the addressees‟

curiosity and attractive to know about the fact of the product. Then, the addressees

are interested to watch and listen to the next information which will be explained

in the advertisement. From these descriptions, it can be concluded that the phatic

function is implied in this utterance.

3.7. Utterances by Using Referential, Conative, and Phatic Functions

There are four utterances which using referential, conative, and phatic

functions. The researcher provides two utterances as the example. The first

utterance is:

Datum 12. (Ads 1 at 00:03:27)

Unbox your phone! Samsung Galaxy S8 and S8+

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This utterance informs the addressees that Samsung produces new product

of phone. This utterance shows the context of the advertisement. It is shown by

using the noun phone in this utterance. The addressers inform to the addressees

that the new product is Samsung Galaxy S8 and S8+. From this explanation, it can

be concluded that the referential function is applied in this utterance.

Besides the referential function, the conative function is also applied in this

utterance. The conative function is oriented toward the addressees. In this

utterance, the addressers attempt the addresses to do something by using

imperative sentence. The verb unbox in the first phrase clearly convinces the

addressees to try or to buy the product. Usually, an advertisement which uses the

verb that clearly shows as a command, it will make the addressees feel more

interested and challenged to try the product. This utterance attempts to gain the

addressees to believe and buy the product by using the verb unbox. Thus, they

may buy the product.

This utterance tries to attract the addressees‟ attention by using the verb

unbox which can be categorized as the command. It may also make the addressees

curious and asks, “How are the real advantages of Samsung S8 and S8+?”. Then

the addressees are attracted to keep up the advertisement detailly. Thus, the phatic

functions are applied in this utterance.

The second utterance which using referential, conative, and phatic functions

is:

46

Datum 13. (Ads 1 at 00:02:54)

New Galaxy S8 connects you to a new world of experience

The referential function in this utterance is delivered in the form of

declarative sentence. This utterance informs to the addressees that New Samsung

Galaxy S8 will help the addressees connect them to a new world experience. Since

the addressers inform about the product to the addressees, it can be defined that

the referential function is applied in this utterance.

The adjective new in this utterance represents the target audience to try/buy

the product. Usually people may be persuaded by the adjective new in the

advertisement because they may think that something new means something

better. This utterance attempts to get the addressees are believe and buy the

product by using the adjective new. Thus, they may buy the product.

This utterance tries to attract the addressees‟ attention by using the adjective

new. It will rise the addressees‟ curious and asks, “What kind of new world of

experience which will given by the phone?”. The addressers also noticing you in

this utterance which emphasize that the addressers show the solidarity in order to

attract the addressees‟ attention. Then the addressees are attracted to keep up the

advertisement detailly. Thus, the phatic functions are applied in this utterance.

3.8. Utterances by Using Referential and Conative Functions

There are five utterances which using referential and conative functions. The

researcher provides two utterances as the examples. The first utterance is:

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Datum 14. (Ads 2 at 00:00:34)

Say hello to Bixby

This utterance informs and introduces to the addressees about Bixby, one of

advanced Samsung S8 and S8+‟s feature. This utterance shows the context of the

advertisement. The next utterance mentioned assisting you in the most convenient

way is the heart of what Bixby does. It is shows that the addressers want the

addressees know about Bixby which will accompany the addressees in trying in

the easiest way when using Samsung S8 and S8+. From this explanation, it can be

concluded that the referential function is defined in this utterance.

The conative function is also applied in this utterance since it is oriented

toward the addressees. In this utterance, the addressers order the addressees to do

something by using imperative sentence. The verb say in this utterance obviously

persuade the addressees to try or to buy the product. An utterance in the

advertisement which shows a command, mostly, it will make the addressees

challenged to try the product as soon as possible. This utterance attempts to

convince the addressees to believe and buy the product by using the verb say.

Thus, they may buy and try the product.

The second utterance is which using referential and conative functions is:

Datum 15.

You have dedicated Bixby key right below the volume keyon your Galaxy S8

and S8+ press and hold to activate Bixby “Make my screen brighter.”

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The utterance above informs to activate Bixby, the addressees can simply

press and hold the key right below the volume key on your Galaxy S8 and S8+.

By this adverb of time, the addressees know that the company has the new

product of phone, exactly Samsung S8 and S8+. Bixby is one of superior feature in

Samsung S8 and S8+ which make the addressees operate their phone to do

everything in simply way. Since this utterance in declarative sentence which gives

the information to the addressees, it can be concluded that the referential function

is applied in this utterance.

Since this utterance is oriented toward the addressees, the conative is used.

In this utterance, the addressers order the addressees to do something by using

imperative sentence. The verb press and hold in this utterance explicitly persuade

the addressees to try or to buy the product. The addressees will be challenged to

try and to prove this comfort product through simply way which represented by

these words press and hold. This utterance attempts to gain the addressees to

believe and buy the product. Thus, the addressees may buy and try the product.