Abstract

One of the ways to promote certain products is through advertisement. Advertisements may appear in brochures, magazines, newspaper, radio, television and also internet. The interesting thing from advertisements is the language they use. They frequently use persuasive language in order to attract the consumers or buyers. One of the ways to persuade the consumers or buyers is using interesting slogans. The interesting slogan will be easily remembered by the consumers or buyers. The aim of this study was to analyze the language used in the advertisement of motorcycle particularly its English slogans from pragmatics view focusing on certain features of pragmatics namely, linguistic form, speech acts, and conversational maxims. The data collected in this study were 23 English slogans found in motorcycle advertisements. The design of the study was qualitative descriptive. In analyzing the speech acts features the study focuses on 5 types of speech acts, they are representatives, commissives, directives, declaratives, and expressive. The study found that there were two linguistics forms used in the slogans, they were sentences and phrases. Two sentences appeared in declarative forms. Three kinds of phrases were found. By the speech acts analyzing the study found there were 15 utterances belonged to representatives, 1 utterance included in commissives, 1 utterance followed to expressive, and 6 utterances belonged to directives. All slogans belonged to quantity and quality maxims at once.

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