Back-To-School Essentials’ Representation In Sandy Hook Promises’ Public Service Announcement Through Systemic Functional Linguistic
This research aims to reveal the message, the reason for the chosen concept, and the effectiveness of the public service announcement video in delivering the message by using linguistics perspective in Systemic Functional Linguistics (SFL). The "Back-to-School Essentials" video is a strong and meaningful public service announcement that is published in 2019 on YouTube. It is focused on the terrors and students' distress of school shootings in the reality. The video starts with a common back-to-school promotion but gradually turns out to highlight the students using general back-to-school essentials to survive the terror of gun violence. The method used in this research is qualitative. To collect the data, the researcher uses observation and documentation techniques. The theory of systemic functional linguistic is applied in this study. The study gathers the data by pairing the verbal and visual data in accordance. To figure out the purposes of the study, the researcher analyzes every aspect of each purpose with the visual element first followed by the verbal element. After finding the analysis on both elements, the finding of each purpose of the study is revealed by combining the result of data analysis on visual and verbal. The result revealed that the message is the school essentials are important and useful for everyone should have for back-to-school. Moreover, the concept is chosen because the video wants to revive both parents and students the importance of having school essentials for back-to-school. However, the public service announcement video is proved to be successful in delivering the message to the viewers.
Keywords: back-to-school essential, public service announcement, representation, Sandy Hook Promise, systemic functional linguistic.