Speech function in tagline of fast food restaurant

Permana, Reja (2021) Speech function in tagline of fast food restaurant. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

Preview	Text (COVER) 1_cover.pdf Download (203kB) | Preview
Preview	Text (ABSTRAK) 2_abstrak.pdf Download (165kB) | Preview
Preview	Text (DAFTAR ISI) 3_daftarisi.pdf Download (340kB) | Preview
Preview	Text (BAB I) 4_bab1.pdf Download (188kB) | Preview
	Text (BAB II) 5_bab2.pdf Restricted to Registered users only Download (540kB) | Request a copy
	Text (BAB III) 6_bab3.pdf Restricted to Registered users only Download (391kB) | Request a copy
	Text (BAB IV) 7_bab4.pdf Restricted to Registered users only Download (907kB) | Request a copy
	Text (BAB V) 8_bab5.pdf Restricted to Registered users only Download (170kB) | Request a copy
	Text (DAFTAR PUSTAKA) 9_daftarpustaka.pdf Restricted to Registered users only Download (384kB) | Request a copy

Abstract

A tagline is a clause or phrase of no more than seven words that appears in a logo or brand designed to appeal to a specific audience segment. As a result, the tagline can be inferred to be a clause used to draw customers' attention. It means that the tagline clause makes a strong impact on the marketing target and influences the business. The goal of this study is to examine the speech function of each tagline used in every fast food restaurant where English is the primary language, and to identify mood types as a distinct feature in the clause of fast food advertising taglines. For analyzing this research problem, the researcher used M.A.K Halliday theory to find the type of mood and how the speech function realized. This research used qualitative method analysis, which emphasizes a deeper understanding of the problem. The researcher used content analyzing method with sentences as the results, to explain the speech function that occurred in the advertisement tagline. The implementation of the speaker's speech function was the subject of qualitative analysis. The document analysis technique was used to collect data for this research, because the data source of this research is taken from the text of tagline. The data were analyzed by identifying every clause of fast food advertising tagline, analyzing the mood element, classifying the mood elements within the clause, analyzing the function of speech, and making conclusion of the analysis. The results show that there were four types of speech function which exist in the tagline of fast food restaurant advertisement, namely statement, question, offer, and command, and there are three types of mood, namely declarative, interrogative, and imperative. From 37 data, there are; 17 statements are realized by declarative, 1 question is realized by interrogative, 5 offers are realized by declarative, and 14 commands are realized by imperative.

Actions (login required)

View Item