ILLOCUTIONARY ACTS IN THE HEADLINES AND SLOGANS OF BEAUTY PRODUCT ADVERTISEMENTS A THESIS Presented as Partial Fulfillment of the Requirements for the Attainment of a Sarjana Sastra Degree in English Literature Study Program MELIANA MUSTOFA 12211141004 ENGLISH LITERATURE STUDY PROGRAM ENGLISH EDUCATION DEPARTMENT FACULTY OF LANGUAGES AND ARTS YOGYAKARTA STATE UNIVERSITY 2017 APPROVAL ILLOCUTIONARY ACTS IN THE HEADLINES AND SLOGANS OF BEAUTY PRODUCT ADVERTISEMENTS A THESIS By: Meliana Mustofa 12211141004 Approved on July 17, 2017 By: First Supervisor, Second Supervisor, Susana Widyastuti, Ph.D. Paulus Kurnianta, M.Hum. NIP. 19780228 200501 2 001 NIP. 19720622 200501 1 001 ii RATIFICATION SHEET iii PERNYATAAN Yang bertanda tangan di bawah ini, saya Nama : Meliana Mustofa NIM : 12211141004 Program Studi : Bahasa dan Sastra Inggris Fakultas : Bahasa dan Seni Fakultas Negeri Yogyakarta Judul Skripsi : Illocutionary Acts in the Headlines and Slogans of Beauty Product Advertisements menyatakan bahwa karya ilmiah ini adalah hasil pekerjaan sendiri. Sepanjang pengetahuan saya, karya ilmiah ini tidak berisi materi yang ditulis oleh orang lain, kecuali bagian-bagian tertentu yang saya ambil sebagai contoh acuan dengan mengikuti tatacara dan etika penulisan karya ilmiah yang lazim. Apabila ternyata terbukti bahwa pernyataan ini tidak benar, hal itu sepenuhnya menjadi tanggung jawab saya. Yogyakarta, 26 Juni 2017 Penulis, Meliana Mustofa iv MOTTO “Act like a lady, think like a boss.” ~ESQA~ “Do not rush thing. When the time is right, it will happen.” ~Unknown~ v DEDICATION This thesis is fully dedicated to Mama, Bapak, sister, and little brother who have been my top supporters. vi ACKNOWLEDGEMENTS First of all, I would like to thank Allah SWT, the Almighty to whom I believe in. I thank Him for giving me a chance to experience ups and downs of life. Thus, my deepest gratitude is devoted to Him. Furthermore, I would like to express my deepest gratitude to the following people who have helped me to finish this thesis. I would like to express my deepest gratitude my two supervisors, Susana Widyastuti, Ph.D., my first supervisor and Paulus Kurnianta, M. Hum., my second supervisor. Their valuable advice, corrections, guidance, and encouragement are very helpful in making my thesis meet its excellence. I also would like to send my gratitude to Niken Anggraeni, S.S., M.A., my academic advisor and all lecturers for sharing knowledge about English language and literature which hopefully can be useful for me now and so forth. Then, my sincere deepest gratitude goes to my long lasting team, who are Mama, Bapak, Nana and Reno. I thank them for always cheering me up when I am down, for being my shoulders to cry on when life beats me down, and for supporting every single thing I do. I am forever grateful for being Meliana, a child and a sister of the Mustofas. I would like to deliver my thanks to all of my college friends, especially English students. They include my dear classmates from English Literature E and Linguistics concentration. They have made a wonderful and gratifying college years for me. Also, I owe big thanks to my reviewers, Ade, Ika, Nia, Krisna, and Yosep for kindly checking correcting lots of errors of my writing. vii viii TABLE OF CONTENTS ILLOCUTIONARY ACTS IN THE HEADLINES AND SLOGANS OF BEAUTY PRODUCT ADVERTISEMENTS ......................................................... i APPROVAL ............................................................................................................ ii RATIFICATION SHEET ...................................................................................... iii PERNYATAAN ....................................................................................................... iv MOTTO .................................................................................................................. v DEDICATION ....................................................................................................... vi ACKNOWLEDGEMENTS .................................................................................. vii TABLE OF CONTENTS ....................................................................................... ix LIST OF FIGURES ............................................................................................... xi LIST OF TABLES ................................................................................................ xii ABSTRACT ......................................................................................................... xiii CHAPTER I INTRODUCTION ............................................................................. 1 A. Background of the Study ............................................................................... 1 B. Focus of Study ............................................................................................... 5 C. Objectives of Study........................................................................................ 6 D. Significance of Study ..................................................................................... 6 CHAPTER II THEORITICAL FRAMEWORK .................................................... 8 A. Literature Review .......................................................................................... 8 1. Pragmatics ................................................................................................. 8 2. Advertising .............................................................................................. 16 3. Headlines and Slogans ............................................................................ 19 4. The Discourse of Advertising ................................................................. 20 5. Beauty Products and Elle ........................................................................ 24 B. Previous Studies .......................................................................................... 26 C. Conceptual Framework ................................................................................ 28 CHAPTER III RESEARCH METHODS ............................................................. 31 A. Type of Research ......................................................................................... 31 B. Form, Source, and Context of Data ............................................................. 32 C. Instruments of Research .............................................................................. 33 ix D. Data Collection Techniques ......................................................................... 35 E. Data Analysis Techniques ........................................................................... 36 F. Trustworthiness............................................................................................ 36 CHAPTER IV FINDINGS AND DISCUSSION ................................................. 38 A. Findings ....................................................................................................... 38 1. The Types of the Illocutionary Acts of Headlines and Slogans of Beauty Product Advertisements ................................................................................ 38 2. The Discursive Context of the Illocutionary Acts of Headlines and Slogans of Beauty Product Advertisements .................................................. 38 B. Discussion .................................................................................................... 41 1. Assertive ................................................................................................. 42 2. Directive .................................................................................................. 64 3. Commissive............................................................................................. 78 4. Expressive ............................................................................................... 85 CHAPTER V CONCLUSION AND SUGGESTIONS ........................................ 90 A. Conclusion ................................................................................................... 90 B. Suggestions .................................................................................................. 91 REFERENCES ...................................................................................................... 93 APPENDIX ........................................................................................................... 95 x LIST OF FIGURES Figure 1. Alterna Haircare Advertisement ............................................................ 18 Figure 2. Elle Cover Issued in March ................................................................... 24 Figure 3. Conceptual Framework .......................................................................... 30 Figure 4. Clinique advertisement .......................................................................... 33 Figure 5. Lancôme advertisement ......................................................................... 43 Figure 6. Clinique Sweet Pots advertisement ....................................................... 47 Figure 7. Nars advertisement ............................................................................... 50 Figure 8. Urban Decay advertisement ................................................................... 54 Figure 9. Maybelline advertisement ...................................................................... 58 Figure 10. Simple advertisement.........................................................................