Tuturan Ilokusi pada Iklan Shopee di Youtube Tayangan Desember 2021-Januari 2022

This article will describe the form and function of illocutionary speech in Shopee ads on YouTube. This research is a type of qualitative research with the descriptive method and uses a pragmatic approach. The source of the data in this study is the Shopee ad video obtained from the Shopee YouTube account. The data were collected by using the documentation technique and taking notes freely, then the data in the research analyzed was reduced, presented the data, and concluded. The results showed that Shopee's advertising speech on YouTube was dominated by assertive function speech. In addition to these speeches, other forms of speech are directive, commissive, and expressive forms. The speech function in Shopee advertisements shows several specific purposes, namely the functions of informing, claiming, reporting, suggesting, requesting, inviting, advising, promising, offering, and thanking.