Mood and speech function in Instagram captions of hand-sanitizer brands

Riani, Anggi (2021) Mood and speech function in Instagram captions of hand-sanitizer brands. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

ENGLISH : The background of this study is the product of hand-sanitizer in this Covid-19 pandemic era. There are many advertising about that products. One of them is in Instagram. There are @carexuk, @lifebuoy.uk, @sanitizerusa, @inyahands, and @nanospraytech. The advertisers upload their hand-sanitizer brands pictures with its captions. This study is aimed to find out the types of mood, the types of speech function, and the role of those mood and speech function in the advertising from those Instagram captions. The researcher uses qualitative research method to analyze the object. There are 77 clauses found in the Instagram captions of those five brands. Those clauses are classified into four types of mood. There are 54 declarative moods, 3 interrogative moods, and 20 imperative moods. Then, those clauses are classified into four types of speech function. But in this study, there are not found the types of speech function of offer. So there are 54 statements, 3 questions, and 20 commands. The role of those mood and speech function in the Instagram captions of hand sanitizer brands which is a kind of advertising is in line with the advertising functions itself. Those advertising functions are economical function, social function, marketing function, and communicating function. It can be concluded that the most dominant mood types is declarative mood. The most dominant speech function is statement. The role of those mood and speech function in the advertising of hand sanitizer brands in the Instagram captions is in line with the advertising functions itself, there are economical function, social function, marketing function, and communicating function. INDONESIA : Latar belakang penelitian ini adalah produk hand-sanitizer di era pandemi Covid-19 ini. Terdapat banyak iklan tentang produk tersebut. Salah satunya dalam Instagram. Iklan-iklan di Instagram tersebut ada di akun @carexuk, @lifebuoy.uk, @sanitizerusa, @inyahands, dan @nanospraytech. Para pembuat iklan tersebut mengunggah poto produk hand-sanitizer disertai caption di bawah poto tersebut. Penelitian ini bertujuan untuk mengetahui tipe mood, tipe speech function, dan peranan mood dan speech function tersebut di dalam iklan yang terdapat pada caption Instagram tersebut. Peneliti menggunakan metode penelitian kualitatif untuk menganalisis objek tersebut. Di dalam caption Instagram yang terdapat pada kelima produk tersebut ditemukan 77 klausa. Klausa-klausa tersebut diklasifikasikan ke dalam empat jenis mood. Ada 54 deklaratif, 3 interogatif, dan 20 imperatif. Kemudian, klausa-klausa tersebut diklasifikasikan ke dalam empat jenis speech function. Namun dalam penelitian ini tidak ditemukan tipe speech function penawaran. Jadi ada 54 pernyataan, 3 pertanyaan, dan 20 perintah. Peranan mood dan speech function tersebut dalam caption Instagram hand-sanitizer yang merupakan sejenis iklan sejalan dengan fungsi iklan itu sendiri. Fungsi periklanan tersebut adalah fungsi ekonomi, fungsi sosial, fungsi pemasaran, dan fungsi komunikasi. Dapat disimpulkan bahwa tipe mood yang paling dominan adalah deklaratif. Tipe speech function yang paling dominan adalah pernyataan. Peranan mood dan speech function tersebut dalam iklan hand-sanitizer pada caption Instagram sejalan dengan fungsi periklanan itu sendiri, yaitu fungsi ekonomi, fungsi sosial, fungsi pemasaran, dan fungsi komunikasi.

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