A SPEECH ACTS ANALYSIS OF BON APPÉTITE FOOD ADVERTISEMENTS

Abstract

This research mainly examines speech acts used in Bon Appetite food advertisements by (1) identifying the types of speech acts, and (2) figuring out the speech act patterns in the advertisements.

This research was conducted by using a descriptive qualitative method. The data were collected from Bon Appetite published in March to May 2016 which were in the form of words, phrases, clauses, and sentences. After being collected, the data were analysed based on two theories of speech acts, Yule & Searle. Data trustworthiness was achieved through triangulation.

The findings of this research reveal two important things. Firstly, from 30 data, it is found that statements serve as the highest type of locutionary acts which are aimed at providing information of the products, commisives serve as the highest type of illocutionary acts which are aimed at offering the benefits of the products, and to get the readers to expect something serve as the highest type of perlocutionary acts which are aimed at giving impact to the readers. Secondly, there is Statements-Commisives-Expect as the most frequent pattern used by the copywriters.

Keywords: pragmatics, speech acts, food advertisements, Bon Appetite