Illocutionary Act in The

Presentation Video of Hyundai

Motor Car Product Launching

Zihan Fauzia,

Herniwati, Asma Azizah, Didin Samsudin.August 12, 2021

Universitas Pendidikan Indonesia

IntroductionFPBS UPI

• In the business world, presentations are a tool to market the products to be offered. Through

presentations that are done well and packaged attractively, the products offered will be easier

to recognize and attract listeners to buy products indeed.

• Difficulty experienced by Korean Language Education students, especially those who took

minor in KSP (Korean for Specific Purpose) when presenting in Korean.

• Research problems: (1) What is the form of the speaker's illocutionary speech act at

presentation? (2) What is the shape of the speech marker of the Hyundai Motor speakers? (3)

What is the speech act strategy of the Hyundai Motor speaker?

• Purpose of study: This research is set to identify and to describe the forms, strategies and the

illocutionary act markers in the presentation video of Hyundai Motor car product launching.

Literature ReviewFPBS UPI

• “Presentation is an important activity in communicating an idea toothers with various purposes, for example to attract the audience tobuy products, use services, or the interests of others".

Triwahyuni and Kadir (2004, p. 1)

• “Speech acts are the ability of an individual to perform speech acts that have a specific purpose under certain situations”.

Suandi N. (2014)

MethodFPBS UPI

Qualitative

Descriptive.

1. Data Collection

3. Data Presentation

4. Conclusion

Literature Study

Technique

2. Data Reduction

• Researchers used data sources in the form of illocutionary speeches in 4 presentation

videos of Hyundai Motor car product launches, which were uploaded in 2018 and 2019.

Findings and DiscussionFPBS UPI

Five Types of Speech Acts

Assertive 186

Directive 11

Comisive 18

Expressive 20

Declarative 7

Assertive often found in research. It proves that

assertive speech is essential to use in product launch

presentations. In presentation activities, assertive

speech acts are required because the speaker must

convey information that can be proven true, to

convince the partners to buy the goods offered.

Findings and DiscussionFPBS UPI

Speech Markers

Sentence Endings

Sentence Structure

Verbs

Adjective

Verb + Sentence Endings

Strategy of The Speech Act

Direct literal 197

Indirect literal 3

Direct unliteral 42

Indirect unliteral 0

This direct speech act strategy is widely

used in product launch presentations

because it is needed by speakers when

conveying information related to the

products offered so that there is no

misunderstanding by the speech partners.

The speech mark mostly found in this

research is in the form of sentence

ending, because sentence ending can

demonstrate many form of speech

intention.

ConclusionFPBS UPI

• This research found that assertive speech act is mostly used in the presentation. Assertive

speech act is the most important speech act in product launching presentations because it

states dominance or features offered in the product.

• The speech mark mostly found in this research is in the form of sentence ending, because

in Korean Language, sentence ending can demonstrate many form of speech intention.

• Speech act strategy mostly found in this research is the literal direct speech act strategy

which is suitable for presentation, because it demonstrates the speaker’s intention directly

and prevents misunderstanding from the listener.

References

• Jin, O. M. (2012). A Study on Teaching Methods of Indirect Speech Act using Korean Drama. (Tesis). Dongduk Women’s University, Seoul.

• Kiley, D. (2018). Korean Auto Brands Surpass Japanese And Germans In Quality Ranking. [Online]. Diakses dari https://www.forbes.com/sites/davidkiley5/2018/06/20/man-bites-dogkorea korean brands -genesis-kia-and-hyundai-top-quality-rankings/

• King, L & Gilbert, B. (2006). Seni Berbicara kepada Siapa Saja, Kapan Saja dimana Saja. Rahasia-rahasia Komunikasi Yang Baik. Jakarta: Gramedia Pustaka Utama

• Nadar, F.X. (2009). Pragmatik dan Penelitian Pragmatik. Yogyakarta: Graha Ilmu

• Pratiwi, H. (2013). 5 Tips Presentasi untuk Pebisnis Pemula. [Online]. Avaliable at: http://tekno.kompas.com/read/2013/01/22/21001190/5.tips.presentasi.untuk.pebisnis.pemula [diakses 18 Desember 2019]

• Rahardi, K. (2009) Sosiopragmatik. Jakarta: Erlangga.

• Sebayang, R. (2019). Korsel Vs Jepang: Otomotif Hingga Elektronika, Siapa Juara?. [Online]. Diakses dari https://www.cnbcindonesia.com/news/20190726190407-4-87969/korsel-vs-jepang-otomotif-hingga-elektronika-siapa-juara

• Suandi, I. N. (2014). Sosiolinguistik.Yogyakarta: Graha Ilmu

• Sutomo, E. (2007). 9 Presentasi Kreatif dengan Power Point. Yogyakarta: Andi Offset

• Triwahyuni T.C. & Kadir A. (2004). Presentasi Efektif dengan Microsoft Power Point. Yogyakarta: Andi Offser

• Wijana, I Dewa Putu. (1996). Dasar-Dasar Pragmatik. Yogyakarta: Andi Offser

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