Nurhapsari Astriningsih(1), Widiarto Adhi Setiawan(2), Barli Bram(3*),

(1) Sanata Dharma University
(2) Sanata Dharma University
(3) Sanata Dharma University
(*) Corresponding Author

DOI: https://doi.org/10.26858/eltww.v7i1.9545


This study attempts to help senior high school English teachers in developing their teaching material about advertisement, which is included in the state mandated curriculum. Having analyzed 20 advertisements, we found two types of speech acts, namely representatives and directives.  The representative acts used were 59% and directive acts were 41% of the data. The advertisement strategy in Indonesia utilized representative acts, which intended to highlight the good quality of the products or services, whereas, the use of directive acts was situational since it is usually preceded by the appearance of representative acts. Since both speech acts frequently appeared in the advertisements on Indonesian online news websites, we recommend that teachers should provide exposures toward the linguistic features, which support students’ ability to produce advertisement texts containing representative and directive acts.


speech act, advertisement, online news website

Full Text:



Ahmed, N. (2000). Cross cultural content analysis of advertising from the United States and India. Dissertation for the degree of doctor of philosophy in University of Southern Mississippi. Retrieved from http://www.dissertation.com/library/1120842a.htm

Austin, J.l. (1965). How to do thing with words. London: Oxford University Press.

Chyi, H.I. & Chada, M. (2011). News on new devices : Examining multiplatform news consumption in the digital age. ( Paper presented at International Symposium on Online Journalism). Retrieved from https://www.researchgate.net/profile/Hsiang_ Chyi/publication/265035372_News_on_New_Devices_Examining_Multiplatform_News_Consumption_in_the_Digital_Age/links/552847720cf29b22c9bc9bbd.pdf

Cook, G. (1992). The Discourse of Advertising. New York: Routledge Falmer.

Ferreira, P., Rita, P., Morais, D., Rosa, P.J., Oliveira, J., Gamito, P., Santos, N., Soares, F., Sottomayor, C. (2011). Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising. Journal of Eye tracking, Visual Cognition and Emotion, 1(1), 64 – 68.

Jafari, S.M. & Mahadi, T.S.T. (2014). The language of advertisement and its features and characteristics: Investigating the issue from a deeper view. International Journal of English and Literature, 4(6), 9 – 14.

Kemendikbud. (2016). Peraturan menteri pendidikan dan kebudayaan Republik Indonesia No. 21 tentang standar isi pendidikan dasar dan menengah. Jakarta: Kemendikbud

Nguyen, A. & Western, M. (2006). The complementary relationship between the Internet and traditional mass media: the case of online news and information. Information Research, 11(3), 259 – 281.

Plessis, E.D. (2005). The advertised mind: Ground-breaking insights into how our brains respond to advertising. London: Kogan Page.

Puspaningrum, B.I. (2010). Analisis perubahan media habit dalam mengkonsumsi media di era teknologi informasi: Studi kasus koran dan media online. (Post-graduate Thesis). Retrieved from http://lib.ui.ac.id/hasilcari.jsp?lokasi=lokal&query=barina+indah+ puspaningrum

Searle, J.R. (1969). Specch Acts: An essay in the philosopyof language. New York: Cambridge University Press.

Searle, JR. (1976). A classification of illocutionary acts. Language in Society, 5(1), 1-23.

Vahid, H. & Esmae’li, S. (2012). The Power behind Images: Advertisement Discourse in Focus. International Journal of Linguistics, 4(4), 36 – 51.

Williamson, J. (1978). Decoding advertisments: Ideology and meaning in advertising. London: Marion Boyars Publisher.

Article Metrics

Abstract view : 436 times | PDF view : 21 times


  • There are currently no refbacks.


English Language Education

Graduate Program

State University of Makassar







p-ISSN: 2303-3037

e-ISSN: 2503-2291

View My Stats

Creative Commons License
ELT Worlwide is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.