TINDAK TUTUR DALAM IKLAN BERBAHASA JAWA DI RADIO (THE ACTS OF SPEECH OF JAVANESE ADVERTISEMENT IN THE RADIO)

Abstract

Iklan sebagai salah satu bentuk komunikasi memunyai peranan penting untuk memperkenalkan suatu produk kepada masyarakat. Tuturan iklan merupakan fenomena menarik untuk diteliti dari berbagai aspek pragmatik, salah satunya adalah tindak tutur. Penelitian ini mengkaji tindak tutur pada wacana iklan berbahasa Jawa di radio. Penelitian bersifat deskriptif kualitatif ini memaparkan bentuk tindak tutur dan konteks tuturan dalam wacana iklan berbahasa Jawa di radio. Strategi yang digunakan adalah analisis isi. Berdasarkan analisis isi diperoleh hasil bahwa bentuk tuturan dalam wacana iklan berbahasa Jawa di radio meliputi tindak tutur representatif, direktif, ekpresif, komisif, dan deklaratif. Tindak tutur representatif digunakan dalam konteks memberi tahu, menyatakan, mengakui, melaporkan, menjelaskan, menyebutkan, dan memberikan kesaksian. Tindak tutur direktif digunakan dalam konteks menyuruh, mengajak, mengimbau, menyarankan, dan mengingatkan. Tindak tutur ekspresif digunakan sebagai evaluasi dalam konteks memuji, mengkritik, dan mengeluh. Tindak tutur komisif digunakan hanya dalam konteks memastikan. Tindak tutur deklaratif digunakan dalam konteks melarang, menegaskan, dan meyakinkan. Kata kunci: tindak tutur, konteks, iklan, bahasa Jawa, radio ABSTRACT Advertising as one form of communication has an important role to introduce a product to the community. Advertising is an interesting phenomenon to be examined from various aspects of pragmatic, one of which is the act of speech. This study examines the acts of speech on the discourse of Javanese advertisement on the radio. This descriptive qualitative research describes the form of speech acts and the context of speech in the discourse of Javanese ad on the radio. The strategy used is content analysis. Based on the content analysis, it is found that the form of speech in the Javanese language advertising discourse in the radio includes the act of representative speech, directive, expressive, commissive, and declarative. Representative speech acts are used in the context of notifying, declaring, acknowledging, reporting, explaining, mentioning, and giving testimony. The directive speech acts are used in the context of commanding, referring, appealing, suggesting, and reminding. Expressive speech acts are used as evaluation in the context of praising, criticizing, and complaining. Commissive speech acts are used only in the context of making sure. Declarative speech acts are used in the context of prohibiting, asserting, and reassuring. Keywords: speech acts, context, advertisement, Javanese, radio