CHAPTER II THEORETICAL BACKGROUND

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 15

16 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)

18 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 TARGET SOURCE Function No FACTOR 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, 12 th 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

19 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

20 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).

21 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

22 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).

23 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

24 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

25 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.

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: 27

28 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

29 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:

30 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

32 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.

33 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. is: The second utterance which using referential, emotive and, phatic functions 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

34 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.

35 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 mindblowing 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.

38 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

39 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

40 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:

41 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

42 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

43 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

44 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+

45 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. is: The second utterance which using referential, conative, and phatic functions

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:

47 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.

48 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.