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International Journal of Language Learning and Applied Linguistics World
(IJLLALW)
Volume 5 (3), March 2014; 447-461 Haryani, H., et al

ISSN (online): 2289-2737 & ISSN (print): 2289-3245 www.ijllalw.org
SPEECH FUNCTIONS IN TELEVISION CHANNELS SLOGAN

A COMPARISON OF SUBSCRIBE AND UNSUBSCRIBE
TELEVISION CHANNELS
Heni Haryani
English Linguistics, Faculty of Humanities, Universitas Padjajaran, Bandung Indonesia
Email:heniharyani72@gmail.com
Heriyanto
Email: heriii10@yahoo.co.id
Eva Tuckyta Sari Sujatna
Email:evatuckyta@unpad.ac.id
ABSTRACT
This study was conducted to compare the speech function in slogans of subscribe and
unsubscribe TV channels. These are terrestrial TV channel which is free (unsubscribe) base
and cable TV channel which needs to subscribe (pay) in order to get their channels. This is a
descriptive qualitative research since it attempts to describe the speech functions in 19
channels with 39 slogans from Cable TV and 19 channels with 39 slogans from terrestrial TV.
Further, the objectives of this study are: 1) to identify the illocutionary acts in their slogans. 2)
to classify them based on macro class of speech acts classification and 3) to compare what
kinds of speech act are more used in both networks system. To answer those problems, the
present writer has adopted some theoretical frameworks from Yule (1996), Levinson (1985),
Searle (1976) and cutting (2003). The result shows that representative speech act is more used
by both of terrestrial TV channel and cable TV channel. Then, directive speech acts is more
used by cable TV than terrestrial TV. And the last, expressive speech act is more used by
terrestrial TV than cable TV. However, commisive and declarative speech acts are not found in
this result of study.
KEYWORDS: Pragmatics, illocutionary act, speech act classification, subscribe TV channel
slogan, unsubscribe TV channel slogan
INTRODUCTION
Whatever else people do when they come together
whether they play, fight, or make dishwashers they talk
(Fromkin et al, 1999)
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Language is the source of human life and power (Fromkin et al, 1999:2) since people use
language to communicate, to explore knowledge, to convey the ideas, to ask some opinions or
helps, and so on. The point is language is needed in human life.
In social interaction, language is not only used in conversation or spoken but also in written such
as email, letter, invitation card, texts messaging, etc. Moreover, in business field, we find many
slogans in some advertisements as one of communicative way between companies and
consumers. Regarding their functions, broadcasting companies create slogan to attract people to
stay tune in their channels. In addition, slogan is also as communicative way between
broadcasting companies and the viewers to tell who they are.
Today many broadcasting companies sprung up and add the list of television channels in the
world, especially in Indonesia. We can enjoy many television programs from many channels, not
only local or national channel but also international. Local or national television channels are
included in the terrestrial television. They are free for the public and do not need use cable or
satellite to receive the channel signals. While international channels usually receive via cable
television. They distribute through radio frequency which transmitted through coaxial cable.
Public who want to receive the program from cable television must subscribe in order to receive
the network channel signals. In other word, public should pay for cable television.
The broadcasting companies introduce themselves and identify themselves through their slogans.
They create slogans as unique as possible to attract the viewers. Whittier in Foster (2001) says a
sloganshould be a statement of such merit about a product or service that it is worthy of
continuous repetition in advertising, is worthwhile for the public to remember, and is phrased in
such a way that the public is likely to remember it.
In addition, Foster (2001) also states that the slogan aims to leave the key brand message in the
mind of the target. Furthermore, slogan should contain some characteristics such as, memorable,
strategic, competitive, original, simple, neat, and believable also it should be able to recall the
brand name, include a key benefit, differentiate the brand, impart positive feelings for the brand,
reflect the brand personality, and help in ordering the brand and so on.
In this article the present writer focuses on speech functions in the slogans which are used and
have been using by broadcasting companies through their Television channels; terrestrial
televisions and cable televisions. The study of speech act functions has become a central area of
study in linguistics, including Pragmatics. According to Parker (1986:11) in Nurjannah,
pragmatics is the study of how language is used for communication. In addition, this kind of
approach always concerns to a context. As Bublitz and Norrick (2011:4) state Pragmatics is
fundamentally concerned with communicative action in any kind of context.
This study is initiated by some previous researchers that discussed in the same issues. Nurjannah
(2013) in her article entitled Speech Act Functions in Status of a face book: Pragmatic
Approach. Further, this study examines utterances on face book especially the speech act
functions. And the result of the study shows that there are four functions of speech acts found in
the status of FB such as representative, directive, commisive and expressive.
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Besides Nurjanah, the writer who conducted research in speech act was Al-Shaer (2013). The
article was entitled Speech Acts in American English and Palestian Arabic it is published by
International Journal of Language Learning and Applied Lingustics World. In addition, this
study explored how both English and Arabic realize certain speech acts, mainly authoritative
speech acts, promising and thanking. Then, this study showed that three of speech acts indicated
differently in both of languages. However, this study is different from the previous researchers.
While Nurjanahs study just tried to investigate the speech act functions in FB, this study not
only aims to explore the speech functions but also investigate the classification of speech acts and
types of speech act that more used in both of subscribe or unsubscribe TV channels. Furthermore,
it is also different from Al-Shaers study since he only limited his discussion on authoritative
speech acts, promising and thanking.
Therefore, according to the explanation above, it is very important for us to investigate the speech
functions in television channels slogan since it is necessary not only for the broadcasting
companies but also for viewers. As it is explained by Reece, Vanden Berg, and Li in Sujatna
(2013) the primary use of a slogan is to summarize the brands message and to provide
continuity from one advertising execution to another in a campaign. Magrath (1990) in Sujatna
(2013) also argues that you should not underestimate the value of a good slogan as a key
ingredient to establishing and maintaining a strong brand identity. Thus, the present writer is
interested in conducting this research by comparing the speech function on slogans of subscribe
and unsubscribe TV channels.
THEORETICAL FRAMEWORK
Definition of Pragmatics
Levinson (1985:13) states that pragmatics is the study of all those aspects of meaning that are not
captured in a semantic theory. In addition, Djajasudarma (2012:48) says pragmatik mencakup
studi antara pengetahuan kebahasaan dan dasar pengetahuan tentang dunia yang dimiliki oleh
pendengar/pembaca (Pragmatics covers the study of listeners linguistic knowledge and the basic
about the world). Yule (1996) also notes that pragmatics concerns about communication result,
what is the speaker intention and how the listener interpreted it. Circumstances, place, time and
the interlocutor itself should be considered by a speaker when he or she delivered the messages.
Therefore, Pragmatics is defined as the science which studies the contextual meaning. Pragmatics
also defined as the study of how more gets communicated than is said. The listener should be
able to understand the messages beyond is said. While, Cutting (2003:1) says Pragmatics and
discourse analysis are approaches to studying languages relation to the contextual background
features.
Besides, pragmatics has some subfields or scopes. Horn and Ward (2006: xii) say ...the basic
subfields within pragmatics theory: implicature, presupposition, speech acts, references, deixis,
and (in) definiteness. It also supported by Djajasudarma (2012: 48), Pragmatik mencakup
deiktik (misalnya, sebutan kehormatan atau honorifiks), praduga (presupposition) dan tindak
tutur (speech acts) it means that Pragmatics includes deictic (e.g., honorific), presupposition and
speech acts. Yet, in this study writer will focus on one of pragmatics field that is speech Acts.
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Speech Acts
There are numerous definitions of speech act and one of interest in speech act that has been
proposed by Austin (1962) as cited in Cutting (2003:16) speech acts as the action performed in
saying something. Moreover, Yule (1996:47) notes that the actions that performed via
utterances are generally called speech act and according to Paltridge (2000:16) Speech act is an
utterance which has both a literal meaning and a particular illocutionary force. Yule (1996)
and Cutting (2003) further argue that speech act can be analyzed in three levels.
(i) locutionary act: the utterance of a sentence with determinate sense and reference .
(ii) illocutionary act: the making of a statement, offer, promise, etc. In uttering a sentence,
by virtue of the conventional force associated with it (or with its explicit performative
paraphrase)
(iii) perlocutionary act: the bringing about the effects on the audience by means of
uttering the sentence, such effects being special to the circumstances of utterance.
However, Searle (1976) assigns kinds of sentences such are stating, questioning, commanding,
promising etc. are called as illocutionary acts
Speech act Classification
The speech function or illocutionary acts are such as stating something, requesting, commanding
and so on. From what Yule (1996) and Cutting (2003) in Searle (1976) proposed that speech acts
are classified into five general speech act functions or macro class Namely; 1) declarations, (2)
representatives, (3) commissives, (4) directives and (5) expressive.
A. Declarations
They are types of speech acts that change the world via their utterance. In addition, the sentences
or expression which is uttered by speaker who has a special position in an institutional in
particular contexts and it could change the world as the effect. For Examples:
1) Priest
: I now pronounce you husband and wife
2) Referee
: Youre out!
3) Jury foreman: We find the defendant guilty
The examples above, in data (1) by the special institutional role, a priest could change the marital
status of couples from single to married. In data (2) in the field of the game a referee made a
player out of the game for the punishment, and data (3) with the special role which possess by
jury foreman, a man gets into prison with their decision.
B. Representatives
They are the types of speech acts which reflected the speakers view of something. Stating of
something, asserting, concluding, hypothesizing, insisting and description are included into this
type. Examples:
4) The earth is flat
5) Chomsky didnt write about peanuts.
6) It was a warm sunny day
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7) The fact that girls have been outstripping boys academically has been acknowledged for the
past 12 years or so.
The examples above show that the speakers representation about the earth as he or she believes
and speakers description about the weathers day. Cutting illustrates a type of stating speech act
in The fact that girls have been outstripping boys academically has been acknowledged for the
past 12 years or so. Referring to the example It is stating about a fact.
C. Expressives
They are the types of speech act which are stating what the speaker feels through their utterances.
It represents the speakers feeling which related to the psychological of the speaker. Expressing
of feeling like or dislike, hurting, exciting, apologizing, praising, congratulating, regretting, joy,
sorrow are included into this class. See the illustrations:
8) I am really sorry!
9) Congratulation!
10) Oh, Yes, great, mmmmmmssssaaaahhh!
11) Ive been poor and Ive been rich rich is better
Furthermore, in using an expressive, the speaker makes words fit the world (or feeling). They
express how the speaker feels about the situation. Also expressive is vary with regard to
propositional content.
D. Directives
They are the types of speech act which the intention of speaker is to order or ask other person (the
listener) to do something. Commanding someone to do something, requesting, suggesting,
inviting, forbidding are included into this type of speech act, examples:
12) Give me a cup of coffee, Make it black.
13) Could you lend me a pen, please?
14) Dont touch that.
In using a directive, the speaker attempt to makes world fit/match the words (via the hearer).
They try to make the addressee perform an action.
E. Commissives
They are the types of speech acts which are used by the speakers to make a commitment to
themselves to do something in future. They express the speakers intention. The kind of
expressing such as promising, threating, refusing, pledging, and vowing are included to this type
of speech act. For Examples:
15) Ill be back
16) I am going to get it right next time
17) We will not do that.
18) Ill make him an offer he cant refuse
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In our daily conversation consciously or unconsciously our utterances have own purpose as
illustrated by Yule and Cutting in the examples above.
RESEARCH QUESTIONS
The study is meant to answer the following three questions:
1. What speech functions are used by broadcasting companies in their slogan either
subscribe or unsubscribe TV channels?
2. Which classification of speech acts are they included in?
3. What types of speech act are used more in those channels?
DATA AND METHODS
In this research, the present writer purely uses descriptive qualitative method since she describes
the speech functions of slogan of subscribe and unsubscribe TV channels. Further, the present
writer describes the speech functions in 19 channels with 39 slogans from Cable TV and 19
channels with 39 slogans from terrestrial TV. Generally, as Creswell (1994:2) notes qualitative
is a process of understanding social or human problem in complex building, holistic picture,
formed in verbal languages. In addition, Ritchie and Lewis (2003:3) say that qualitative
research gives directives in providing depth understanding of the social world of research
participants through learning social value, their experience perspective.
Furthermore, to analyze the data, there are some steps taken, namely: 1) searching the slogan of
subscribe and unsubscribe TV channels from internet and other mass media 2) classifying the
data 3) analyzing the slogan of subscribe and unsubscribe TV channels based on the theory and
4) drawing some conclusion based on the analyses.
RESULTS AND DISCUSSION
The data are collected from some internet sites. In order to make balance in comparison, the
present writer takes same numbers of slogans and channels which are available in Indonesia.
These are 39 slogans of 19 channels in cable TV and 39 slogans of 19 channels in terrestrial TV.
After collecting the data, the writer analyzes and classifies them based on macro class of speech
act function. The Analysis presents orderly according to the macro class of speech acts.
Speech Functions in Cable TV or Subscribe Base Channels Slogan
As it explained earlier, the writer presents 19 channels which consist of 39 slogans. The results
show that three kinds of speech functions (macro class of speech acts) are found namely
directive, expressive and representative. However, both commisive and declarative speech acts
are not found. Further, it can be drawn in the table as follow:
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Table 1: Speech Functions in Cable TV or Subscribe Base
No
Television channel
Slogan
Ilocutionary acts
Macro
class
Speech acts
Discovery channel
Explore your World
imperative
Directive
Discovery channel
Lets all discover
imperative
Directive
Fox Movies Premium
Make Room For Fox Movies
imperative
Directive
Fox Movies Premium
Catch The Awesomeness
imperative
Directive
Hallmark Channel
Make Yourself at home
imperative
Directive
HBO
HBO people Don't miss out
imperative
Directive
HBO
Watch Us Here on HBO
imperative
Directive
HBO
Lets all get together
imperative
Directive
Nat Geo Channel
Think Again
imperative
Directive
10
Syfy
Imagine Greater
imperative
Directive
11
Travel Channel
Catch It
imperative
Directive
12
ANIMAL PLANET
Surprisingly human
expression
Expressive
13
Fashion TV
I love Fashion Tv
expression
Expressive
14
ANIMAL PLANET
Same Planet, Different world
statement
Representative
15
Cartoon Network
Its a fun thing
statement
Representative
16
Channel news Asia
Providing Asian Perspectives
statement
Representative
17
Cinemax
Max in Movies
statement
Representative
18
CNN
The Most Trusted Name in News
statement
Representative
19
Discovery channel
Theres no thrill like discovery
statement
Representative
20
Discovery channel
The world is just awesome
description
Representative
21
DIVA Universal
Diva Like You
description
Representative
22
E! Entertainment TV
Pop of Culture
statement
Representative
23
ESPN
The Worldwide Leader in Sport
statement
Representative
24
Fox News Channel
Fair & Balanced
statement
Representative
25
HBO
Just You Wait
statement
Representative
26
HBO
Different and First
statement
Representative
27
HBO
The Great Entertainment Alternative
statement
Representative
28
HBO
The Home Box
statement
Representative
29
HBO
Theres no place like HBO
statement
Representative
30
HBO
Nobody Brings It Home like HBO
statement
Representative
31
HBO
The Best on TV
statement
Representative
32
HBO
Were HBO
statement
Representative
33
HBO
Its Not TV. Its HBO
statement
Representative
34
HBO
Its more than you imagined. Its HBO
statement
Representative
35
HBO
It's HBO
statement
Representative
36
Nat Geo Channel
Dare to Explore
statement
Representative
37
Nat Geo Channel
This is who we are
statement
Representative
38
Travel Channel
Travel moves you
statement
Refresentative
39
Warner Channel
The World's Best Television
statement
Representative
of
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Table 1 above apparently shows that eleven directive speech acts (28. 2%) are identified. Further,
based on the data analysis, it is found two expressive speech acts (5. 1%) and twenty six
representative speech acts (66. 6%).
Directive Speech Function in Cable TV Channels Slogan
As the present writer explained previously, this kind of speech act is used by speaker to get
someone else to do something that states what speaker desires. In details, it includes order,
command, request, suggestion, and invitation and so on. Related to the data of directive speech
functions, the result is as following.
(1)
(2)
(3)
(4)
(5)
(6)
(7)
(8)
(9)
(10)
(11)
Table 2: Directive Speech Function on Cable TV Channels Slogan

Explore your World
Discovery channel
Discovery channel
Fox Movies Premium
Fox Movies Premium
Hallmark Channel
HBO
HBO
HBO
Nat Geo Channel
Syfy
Travel Channel
Lets all discover

Make Room For Fox Movies
Catch The Awesomeness
Make Yourself at home
HBO people Don't miss out
Watch Us Here on HBO
Lets all get together
Think Again
Imagine Greater
Catch It
The directive speech functions in the cable TV channel slogan in data (1)-(11) express what the
speakers want. In another word, the speakers try to make the hearer perform an action. Further,
the slogan (1) - (11) state that the viewers should have explored and discovered their world by
watching some TV programs in that channel. In addition, they obviously convey the meaning
directly that it commands all viewers to watch those TV channel.
Expressive Speech Functions in Cable TV Channels Slogan
It expresses a psychological state that can reflect statements of happiness, sadness, hatred, misery
and gratitude. After the data are analyzed, this study only finds two kinds of expressive speech
functions in this Cable TV channel. In the following slogans, the speech acts can be affected by
the speakers experience. It can be explained in the following examples of data:
Table 3: Expressive Speech Functions in Cable TV Channels Slogan
(12) Animal Planet
Surprisingly human
(13) Fashion TV
I love Fashion TV
The slogan in data (12) and (13) show that they are categorized into expressive speech act since
those slogans state what they feel through their utterances such as surprisingly human and I Love
Fashion TV. Further, in data (12) means that the slogan is not only about animals, it also about
people and real compelling human stories made more intense, more fun, more frightening, more
alive and more entertaining because of the world they share with animals. While in data (13)
states directly what the speaker expresses. It means that they love their TV channel.
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Representative Speech Function in Cable TV Channels Slogan

In theoretical framework, the present writer has explained that this kind of speech acts state what
speaker believe to be the case or not. In addition, the speaker purpose in performing
representatives is to commit him/her to the belief that the propositional content of the utterance is
true. Statement of fact, assertion, conclusions, and descriptions as the example of the speaker
representing the world as he or she believes it is. In this study, from 19 Cable TV channels which
consist of 39 slogans, there are 26 representative speech acts. All of them can be seen in the
following data.
(14) Animal Planet
(15) Cartoon Network
(16) Channel News Asia
(17) Cinemax
(18) CNN
(19) Discovery Channel
(20) Discovery Channel
(21) Diva Universal
(22) E! Entertainment TV
(23) ESPN
(24) Fox News Channel
(25) HBO
(26) HBO
(27) HBO
(28) HBO
(29) HBO
(30) HBO
(31) HBO
(32) HBO
(33) HBO
(34) HBO
(35) HBO
(36) Nat Geo Channel
(37) Nat Geo Channel
(38) Travel Channel
(39) Warner Channel
Same Planet, Different world

Its a fun thing
Providing Asian Perspectives
Max in Movies
The Most Trusted Name in News
Theres no thrill like discovery
The world is just awesome
Diva Like You
Pop of Culture
The Worldwide Leader in Sport
Fair & Balanced
Just You Wait
Different and First
The Great Entertainment Alternative
The Home Box
Theres no place like HBO
Nobody Brings It Home like HBO
The Best on TV
Were HBO
Its Not TV. Its HBO
Its more than you imagined. Its HBO
It's HBO
Dare to Explore
This is who we are
Travel moves you
The World's Best Television
Based on the data above, most of the slogans indicate that the speaker describes and makes
assertion on them. It can be seen in example data (15) Its a fun thing and (16) providing Asian
Perspectives. In the slogan (15), the speaker describes that the channel which is fun. In addition,
it does and makes assertion that information is true. Also in slogan (16), the speaker describes the
channel that provides overview about Asia.
The following diagram shows the use of speech functions in Cable TV channel slogan and their
occurrence of percentage.
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70
60
50
Directive
40
30
28, 2%
5, 1%
66, 6%
20
Expressive
Representative
10
0
Figure 1: the percentage of speech functions in Cable TV channel slogan
As seen on the diagram above, representative is the highest occurrence of all; it is 66. 6 %. Then
Directive is in the second rank and the occurrence is 28. 2 %. The third rank is the use of
expressive and the occurrence is only 5. 1 %.
Speech Functions in Terrestrial TV or Unsubscribe (Free) Base Channels Slogan
In this section, the present writer collected the data from some internet sites and some other mass
media such as magazines, newspapers, etc. 19 TV channels which consists 39 slogans are
collected. After the data are classified the present writer finds kinds of speech functions such as
directives, expressive and representatives. It shows that the result is as same as speech function
on cable TV. From this point of view, it can be concluded that both commisive and declarative
are not found. In details, it is described in the following table.
Table 4: Speech Functions in Terrestrial TV or Unsubscribe (Free) Base
No
Television channel
Slogan
Ilocutionary acts
ANTeVe
Come Home to the Stars
Imperative
Macro class
Specsh acts
Directive
SCTV
Ayo SCTV
Imperative
Directive
ANTeVe
Wow Keren
expressive
Expressive
GLOBAL TV
100% Seru!
expressive
Expressive
MNCTV
Selalu dihati
statement
Expressive
SCTV
SCTV Nge Top
expressive
Expressive
TPI
Makin Asyik aja
expressive
Expressive
TPI
Makin Indonesia Makin asyik Aja
expressive
Expressive
TVRI
Semangat baru
expressive
Expressive
10
TVRI
Makin dekat dengan hati
expressive
Expressive
11
ANTeVe
Televisi Rumah buat keluarga
statement
Representative
12
B Channel
Inspirasi Anda
statement
Representative
13
DAAI TV
Televisi Cinta kasih
statement
Representative
14
INDOSIAR
Indosiar memang untuk anda
statement
Representative
15
JAK TV
My City My TV
statement
Representative
16
Kompas TV
Inspirasi Indonesia
statement
Representative
of
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17
METROTV
18
METROTV
The first Indonesian

Channel
Knowledge to Elevate
19
O CHANNEL
20
21
News
Television
statement
Representative
statement
Representative
Jakarta Own Channel
statement
Representative
O CHANNEL
Your Inspiring Entertainment and Life Style
statement
Representative
RCTI
Saluran Informasi anda
statement
Representative
22
RCTI
Menghadirkan Pentas Dunia di rumah anda
statement
Representative
23
RCTI
RCTI OK
statement
Representative
24
RCTI
Kebanggaan bersama milik bangsa
statement
Representative
25
SCTV
Selalu siap menemani Anda
statement
Representative
26
SCTV
SCTV Satu untuk semua
statement
Representative
27
Referensi Indonesia
statement
Representative
Saluran Masa Depan
statement
Representative
29
SINDO Tv
SPACETOON
ANAK
Trans 7
Cerdas, Tajam, Menghibur, dan Membumi
statement
Representative
30
Trans 7
Aktif, Cerdas, Menghibur
statement
Representative
31
TRANS TV
Hadir Menghibur Anda
statement
Representative
32
TRANS TV
Milik kita bersama
statement
Representative
33
TVONE
statement
Representative
34
TVONE
statement
Representative
35
TVONE
TVPEMILU, kami kabarkan, Anda Putuskan

TVONE News and Sports, Terdepan
mengabarkan
TVONE News and Sports, Memang Beda
statement
Representative
36
TVRI
Menjalin Persatuan dan Kesatuan
statement
Representative
37
TVRI
Saluran Pembersatu Bangsa
statement
Representative
38
TVRI
Lembaga Penyiaran Publik
statement
Representative
39
TVRI
Televisi Republik Indonesia
statement
Representative
28
TV
Apparently, as the table 4 shows that the obtained directive speech function is two (5.1%). Then,
then the result of expressive speech function is eight (20. 5%) while representative speech
function reaches to twenty nine (74. 3%).
Directive Speech Functions in Terrestrial TV Channels Slogan
The finding discovered that there are two kinds of directive speech functions that identified in
this TV Channel Slogan. It can be seen clearly in the following example of data.
Table 5: Directive Speech Functions in Terrestrial TV Channels Slogan
(1) ANTeVe
Come Home to the Stars
(2) SCTV
Ayo SCTV
As seen on the first data (1), come home to the stars reveals that the speaker commands the
viewers to do something directly. Thus, it can be categorized into directive speech function since
this kind of speech act is used by speaker to get someone else to do something that states what
speaker desires. In addition, it also includes order, command, request, suggestion, and invitation
and so on. In data (2) also includes in directive speech function since this slogan also gets
someone to do something Ayo SCTV.
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Expressive Speech Functions in Terrestrial TV Channels Slogan

These kinds of speech acts states and can be statement of pleasure, pain, likes, joy or sorrow. In
addition they are about the speakers experience. In using an expressive, the speaker makes
words fit the world (or feeling). They express how the speaker feels about the situation. As table
6 shows, the number of expressive speech function reaches eight (20, 5%). The following
example can corroborate the facts.
(3)
(4)
Table 6: Expressive Speech Functions in Terrestrial TV Channels Slogan

ANTeVe
Wow Keren
GLOBAL TV
100% Seru!
(5)
(6)
(7)
(8)
(9)
(10)
MNCTV
SCTV
TPI
TPI
TVRI
TVRI
Selalu dihati
SCTV Nge Top
Makin Asyik aja
Makin Indonesia Makin asyik Aja
Semangat baru
Makin dekat dengan hati
Representative Speech Functions in Terrestrial TV Channels Slogan

In this case, the present writer identifies 29 representative speech functions. In addition, it is the
types of speech act which reflected the speakers view of something. Stating of something,
asserting, concluding, hypothesizing, insisting and description are included into this type.
Table 7: Representative Speech Functions in Terrestrial TV Channels Slogan
(11)
(12)
(13)
(14)
(15)
(16)
(17)
(18)
(19)
(20)
(21)
(22)
(23)
(24)
(25)
(26)
(27)
(28)
(29)
(30)
(31)
(32)
(33)
(34)
(35)
(36)
(37)
(38)
(39)
ANTeVe
B Channel
DAAI TV
INDOSIAR
JAK TV
Kompas TV
METRO TV
METRO TV
O CHANNEL
O CHANNEL
RCTI
RCTI
RCTI
RCTI
SCTV
SCTV
SINDO TV
SPACETOON TV ANAK
Trans 7
Trans 7
TRANS TV
TRANS TV
TV ONE
TV ONE
TV ONE
TVRI
TVRI
TVRI
TVRI
Televisi Rumah buat keluarga

Inspirasi Anda
Televisi Cinta kasih
Indosiar memang untuk anda
My City My TV
Inspirasi Indonesia
The first Indonesian News Television Channel
Knowledge to Elevate
Jakarta Own Channel
Your Inspiring Entertainment and Life Style
Saluran Informasi anda
Menghadirkan Pentas Dunia di rumah anda
RCTI OK
Kebanggaan bersama milik bangsa
Selalu siap menemani Anda
SCTV Satu untuk semua
Referensi Indonesia
Saluran Masa Depan
Cerdas, Tajam, Menghibur, dan Membumi
Aktif, Cerdas, Menghibur
Hadir Menghibur Anda
Milik kita bersama
TVPEMILU, kami kabarkan, Anda Putuskan
TVONE News and Sports, Terdepan mengabarkan
TVONE News and Sports, Memang Beda
Menjalin Persatuan dan Kesatuan
Saluran Pembersatu Bangsa
Lembaga Penyiaran Publik
Televisi Republik Indonesia
458

(IJLLALW)

From the table 2, it can be summarized that representative speech act in Terrestrial TV Channels
Slogan is as many as in Cable TV Channel slogan. In addition, it reaches to 74.3 % while
expressive speech act is in the second rank it reaches 20.5% and the last position is directive
speech act. It reaches only 5. 1 %. It can be seen clearly in the following diagram.
80
70
60
50
Directive
40
Expressive
30
Representative
20
10
0
5, 1%
20, 5%
74, 3%
CONCLUSION
As stated in introduction, this study attempts to apply pragmatic approach to compare the speech
functions in slogans of subscribe and unsubscribe TV channels. The findings show that
representative speech act is more used by both of them, in the rank 26 and 29 of 39 slogans on
both TV network systems. Directive speech acts is more used by Cable TV with 11 of 39 slogans
than Terrestrial TV with 2 of 39 slogans. Expressive speech acts is on the contrary. It is more
used by Terrestrial TV with 8 of 39 slogans than Cable TV which has 2 of 39 slogans. While
commisive and declarative speech acts are not found in this study. In details, it can be
summarized in the following table. The detail of numbers is shown in the following table.
No
1
2
3
4
5
Total
Table 8: speech acts classification are used in TV network system

TV
Cable Percentage
Terrestrial
TV
Speech
acts
(Subscribe
(Unsubscribe/Free
classification
base)
base)
Declaration
0
0%
0
Representative
26
66.6 %
29
Expressive
2
5.1 %
8
Directive
11
28.2 %
2
Commissive
0
0%
0
39
100%
39
Percentage
0%
74.3 %
20.5 %
5.1 %
0%
100%
In addition, for broadcasting companies, having knowledge of how the slogans are made based
on their speech functions may influence the customers or viewers to use the channel offered.
While for customers or viewers, it is also very importance since having knowledge of how
slogans are interpreted may not underestimate the value of a good slogan as a key ingredient to
establishing and maintaining a showing brand identity.
459

(IJLLALW)

Moreover, this study will be necessary in future research to also look at speech function in
another slogan.
Limitations of the study
This study is about to compare the macro of speech functions in slogans of subscribe and
unsubscribe TV channels containing illocutionary acts produced by the broadcasting companies.
Yule (1996) and cutting (2003) speech act concept is applied on this study. Three speech acts are
postulated, i.e. locutionary act, illocutionary act and perlocutionary act. In addition, they define
that illocutionary act is the utterance of a sentence with determinate sense and reference.
Illocutionary act is the making of a statement, offer, promise, etc. In uttering a sentence, by virtue
of the conventional force associated with it (or with its explicit performative paraphrase) and
perlocutionary act is the bringing about the effects on the audience by means of uttering the
sentence, such effects being special to the circumstances of utterance.
Therefore, this study focuses on the illocutionary acts deal with macro of speech functions such
as declarations, representatives, commissives, directives and expressive. So, it can be seen that
both locutionary and perlocutionary acts will not be applied on this study.
REFERENCES
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460

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International Journal of Language Learning and Applied Linguistics World

Volume 5 (3), March 2014; 447-461 Haryani, H., et al

SPEECH FUNCTIONS IN TELEVISION CHANNELS SLOGAN

International Journal of Language Learning and Applied Linguistics World

Volume 5 (3), March 2014; 447-461 Haryani, H., et al

International Journal of Language Learning and Applied Linguistics World

Volume 5 (3), March 2014; 447-461 Haryani, H., et al

International Journal of Language Learning and Applied Linguistics World

Volume 5 (3), March 2014; 447-461 Haryani, H., et al

International Journal of Language Learning and Applied Linguistics World

Volume 5 (3), March 2014; 447-461 Haryani, H., et al

International Journal of Language Learning and Applied Linguistics World

Volume 5 (3), March 2014; 447-461 Haryani, H., et al

International Journal of Language Learning and Applied Linguistics World

Volume 5 (3), March 2014; 447-461 Haryani, H., et al

Explore your World

Lets all discover

Fox Movies Premium

Make Room For Fox Movies

Fox Movies Premium

Catch The Awesomeness

Make Yourself at home

HBO people Don't miss out

Watch Us Here on HBO

Lets all get together

Nat Geo Channel

Same Planet, Different world

Its a fun thing

Channel news Asia

Providing Asian Perspectives

The Most Trusted Name in News

Theres no thrill like discovery

The world is just awesome

Diva Like You

The Worldwide Leader in Sport

Fox News Channel

Fair & Balanced

Just You Wait

Different and First

The Great Entertainment Alternative

The Home Box

Theres no place like HBO

Nobody Brings It Home like HBO

Its Not TV. Its HBO

Its more than you imagined. Its HBO

Nat Geo Channel

Nat Geo Channel

This is who we are

Travel moves you

The World's Best Television

International Journal of Language Learning and Applied Linguistics World

Volume 5 (3), March 2014; 447-461 Haryani, H., et al

Table 2: Directive Speech Function on Cable TV Channels Slogan

Lets all discover

International Journal of Language Learning and Applied Linguistics World

Volume 5 (3), March 2014; 447-461 Haryani, H., et al

Representative Speech Function in Cable TV Channels Slogan

Same Planet, Different world

International Journal of Language Learning and Applied Linguistics World

Volume 5 (3), March 2014; 447-461 Haryani, H., et al

Figure 1: the percentage of speech functions in Cable TV channel slogan

Come Home to the Stars

SCTV Nge Top