KEEKSPLISITAN DAN KEIMPLISITAN VERBA PERFORMATIF DALAM TUTURAN KOMISIF PADA IKLAN MERCEDES-BENZ

Abstract

Advertising as part of a marketing strategy has a vital role in the sale of a product such as Mercedes-Benz. To cause the emotional or interest of the readers of the ad, often encountered the use of images in advertising. In the choice of words in advertising, sentence construction is no less important than the use of images such as in Mercedes-Benz advertising. The choice of words or construction of advertising sentences can be in the form of explicit or implicit use of performative verbs with the aim of advertising users who are interested in acting in the form of purchasing Mercedes-Benz products. The performative verb related to the action of the user of this ad can be associated with the commission illocutionary Speech Act. Therefore, this study aims to describe the explicitness and implicit form of performative verbs in Mercedes-Benz advertisements. These texts as research data were obtained through documentation techniques. The analysis technique in this study uses the theory of speech acts of Commissioner illocution. The results showed that 4 data use performative verbs in Mercedes-Benz advertising explicitly. Other results in this study indicate that performative verbs in Mercedes-Benz advertisements are no longer used explicitly, but rather paraphrased with sentence constructions that have the same purpose or intent as performative verbs.