ILLOCUTIONARY ACTS IN THE HEADLINES AND SLOGANS OF BEAUTY PRODUCT ADVERTISEMENTS

Abstract

This research employed pragmatics and discourse as its underpinning theories which become the basis of the data analysis. The objectives of the research are (1) to identify the types of illocutionary acts and (2) to examine the discursive context of illocutionary acts in the headlines and slogans of beauty product advertisements. This research was conducted by using a qualitative method. This research reveals some findings. First, there are four types of illocutionary acts employed in the headlines and slogans of beauty product advertisements, namely assertive, directive, commissive, and expressive. Second, the discursive context is examined and explained within eight categories, namely substance, picture, paralanguage, situation, co-text, inter-text, participants, and function. These aspects are interconnected and mutually informing. They construct the intended purpose of the production of the advertisement and determine the way customers perceive the intended illocutionary acts.

Keywords: illocutionary acts, headlines and slogans, beauty product advertisements, discursive context