ABSTRACT

Asep Ridwan, 1209503026: Speech Act Analysis on Advertisement Slogan of

Bandung Shoes Product. Graduating Paper, English Department, Faculty of Adab
Humanities, Universitas Islam Negri Sunan Gunung djati bandung. Advisor: 1.
Dr. H. Yuyun Nurulaen, M.Si., 2. Udayani Permanaludin, M.Pd.

Slogan is the mandatory sentences in every brand as the part of sign

language which is used as the main tool to describe the reality of an object or the
product. Most of slogans are made in English where it is foreign language in
Indonesia that sometimes makes it is difficult to be understood such as on
advertisement Slogan of Footwear Product. This research concerns to answer the
twice questions; (1) Why do the Bandung Shoes products use the English slogan?
(2) What categories of speech act are used in English slogan of Bandung shoes
product?
The grand theory that is used on this research is based on George Yule’s
(1996) theory of pragmatics. Speech act consist five parts, namely; declaration,
representative, expressive, directive, commissive. To answer the research
questions, the researcher uses descriptive qualitative method.
The result of this research found four reasons of why most of handmade
shoes of Bandung’s Slogan use it in English. Those are three Brand Competition
Class; three Targets of the Audience/Consumer, four English as International
Language, and three English is an interesting and cool language. The researcher
concluded that there are five speech act categories which are used by some
selection of the handmade Bandung shoes slogan. (a) Declaration; there are three
brands, (b) Representative; there are one only, (c) Expressive, there are three
brands, (d) Directive, there are two brands and (e) Commissive, there are four
brands.
The conclusion of this research is the Bandung shoes products use the
English slogan because they consider English is International language. The
dominant speech act category in English Slogan of Bandung shoes is Commissive.
Finally the researcher gives suggestion for the next research concerning the other
topic or more specific.

Keyword: Speech act, Speech act categories, slogan, advertisement, handmade

shoes