PRAGMATIC STUDY OF TOURISM ADVERTISEMENT LANGUAGE IN SOUTH

SULAWESI

A. BACKGROUND, RESEARCH QUESTION

Background
Language is a verbal communication tool that is very important for humans. The
interests of the language almost cover. All areas of life, because everything that is
experienced, felt and thought by someone can only be known to others if it has been
expressed in language, both oral and written. The process of communication can occur
between individual and individual, individual with groups, groups with other groups. In
connection with these statements the writer concludes that between communication and
language has a very close relationship. Language is a communication tool and there is no
communication without language. The use of language is related to understanding in order to
create and achieve the same understanding between speakers and listeners or between writers
and reading. For that authors or speakers must use language that is good, clear and effective
so as not to cause chaos or deviation of meaning which results in clarity of information that
will be conveyed to listeners or readers
Languages can be used by humans in every field, both in the fields of trade,
education, and other fields. One form of language used in commerce is the language of
advertising. Advertising is a spectacle product that is packaged in a series that contains
various signs, illusions, manipulations, images, and meanings. It is a tool which is used to
publish information, with a short language enough to attract the attention and understanding
of the reader, the language used contains its own meaning, the writer wants to examine the
meaning behind the text.
Pragmatics are motivated by the unique use of language in certain contexts contained
in advertisements. The aspect of speech act is based on the assumption that the language of
advertising expresses many expressions that contain the types of speech acts. This is based on
the phenomenon that the language of advertising is a language that contains elements of order
or notification news to encourage and persuade the public to be interested in what is
conveyed in the advertisement
South Sulawesi has many tourism spots. Such as: Bantimurung, Toraja, Bira Beach,
Losari Beach, etc. This tourism progress cannot be separated from tourism advertisements
that adorn the media a lot. Both printed and electronic media. The right marketing strategy
can guarantee the success of selling a product or service of tourism place. Manufacturers use
advertisements to introduce and promote their products or services as a marketing strategy. In
online tourism advertisements, advertisers must be able to describe tourism services
appropriately to attract readers' interest in the services offered. Advertisers use certain
vocabulary to give a positive image of service to readers through the text and images
contained in the advertisement. The choice of words is used based on the function of the
language text and the concept of language meaning. Creative ideas in the preparation of
advertisements can be written in the form of advertising writing. In the process, there are
several aspects that need to be considered so that advertisers can communicate the desired
message to their customers, one of which is the use of language. In many literature it is said
that in marketing a tourism place, companies often use communicative, unique and
interesting language in creating advertisements. This is done so that people who read the
advertisement feel moved to visit the tourism site. The use of such speech acts is a
communication strategy to convey the implicit intent of the speaker.

Figure 1
Image : There is a family that will go on vacation with a happy face
Text : Yuk Ke Bantimurung “Menikmati Indahnya Alam sangat terasa jika kita
berkunjung ke TWAB. Apalagi jika bersama keluarga. Wonderful Bantimurung.
(Let's go to Bantimurung, “"Enjoying the beauty of nature is very felt if we visit
 TWAB. Especially if with the entire family”. Wonderful Bantimurung)

According to the picture above, The advertisement want to provide information that
Bantimurung is a very beautiful natural tourist spot with a charm that presents nature tourism.
Then that advertisement is able to make the readers curious and intrigued to find out more
about 'Bantimurung', what it looks like, what makes it so special, and so on. Besides that, the
speech situation is carefully considered, the speech is not only used to inform something, but
also to do something, even affecting the reader as a partner. By understanding the speech
situation that the utterance is conveyed by the advertiser with a specific purpose, it can be
explained that speech (1) contains an action (illocutionary) and creates the power of influence
(perlocutionary). Semantics and pragmatics both operate at the level of the meaning of
language, semantics are context-free, while pragmatics are bound or dependent on context. in
other words, semantics operate at the level of the meaning of language internally, while
pragmatics operate at a level of meaning that is broad in language.
From the descriptions above, the background of this research can be drawn. This
research takes the object of pragmatics and semantics. Language of the advertisement has
distinctive implications for attracting the attention of its readers. In other words, the meanings
studied in semantics are linguistic meanings which are also called semantic meaning or
semantic sense; while the meaning studied in pragmatics is the speaker’s meaning or
speaker’s sense. Each advertisement has a different type of influence. So that, it has different
internal meaning and external meaning. therefore, this research will be conducted by
analyzing Speech Acts by Austine and Semantic by Leech. The approach used in this
research is qualitative descriptive, the writer will take the data in the form of tourism
advertising language, in the form of brochures issued by travel, The Ministry of tourism, etc
which is contained in printed and electronic media.

b. Research Question
1. What are the Speech Act forms of tourism advertisement language in South Sulawesi?
2. How to identify the intention of the speech act of the tourism advertisement language
in South Sulawesi?
THEORETICAL FRAMEWORK
To support this research several theories are considered relevant, Semantic and pragmatic
approaches which is will implemented in the field study analysis. These theories are:

Pragmatic Theories

Pragmatics is one branch of semantics because of the development and research on

the science of language, so pragmatic studies are considered the science of language that has
specialties because it considers the context of its speech more considerably.

Speech Act

Austin (1962: 94-107) divides speech acts into three types of actions, namely:

1. Locutionary Act
Speech acts used to express something with words and sentences according to the
meaning of the word and the sentence's meaning (an act of saying something).
2. Illocutionary Act
Illocutionary speech acts are speech acts that contain certain intentions when a speech
occurs (An act of doing something).
3. Perlocutionary Act
the act of giving influence to the speech partner or requires a reaction or effect or certain
result from the partner (The act of affecting someone)

Semantic Analysis:

According to the Griffths, semantic is the study of word meaning and sentence
meaning, abstracted away from contexts of use. In his book, Geoffrey Leech (1974: 19)
distinguishes meaning on seven different elements, namely as follows.

1. Conceptual meaning, namely meaning that emphasizes logical meaning. Sometimes

this meaning is called 'denotative' or 'coginitive'. Although in fact there is a possibility
of differences in conceptual meaning in each language user, in this study it is assumed
that conceptual meaning is the meaning written in the dictionary.
2. The connotative meaning, is the communicative value of an expression according to
what is referred to. The word 'women' in its conceptual meaning only means: humans,
not men, and adults. But in connotative terms there are additional traits that are
 referenced, both physical, psychological, or social, such as the connotation of weak
psychic traits, easy crying, coward, etc. that is attached to the word 'woman'.
3. The meaning of the stylist, is the meaning of a word that shows the user's social
environment. The presence of several words or words as dialects shows the origin of
speakers according to the geographical or social environment. This meaning also
shows something about social relations between speakers and listeners.
4. Affective meaning, is a meaning that reflects the personal feelings of the speaker,
including his attitude towards the listener, or his attitude towards something he says.
5. Reflective meaning, is the meaning that arises in terms of multiple conceptual
meanings, if an understanding of a word in its use automatically raises some of our
responses to other understandings. This meaning is often also understood as a
suggestion for a language use.
6. Collocative meaning, is the meaning that contains associations obtained by a word,
which is caused by the meaning of other words that tend to appear in the environment.
Reflective, colloquial, affective, stylistic, and connotative meanings can be
incorporated into a large category, namely associative meaning.
7. Thematic meaning is the last type, namely the meaning communicated in the way the
speaker or writer arranges his message, in terms of order, focus and emphasis.

Semantics learns the meaning of language without seeing the context, while
pragmatics learns the meaning of language conveyed by the speaker to the listener/reader by
looking at the context. Pragmatics learns more about the meaning of the conversation or the
intent of a speaker (external) than linguistic meaning or vocabulary or the sentence itself
(internal). In other words, semantics learn the literal meaning of an idea, while pragmatics
learn the implicit meaning of the idea given.Pragmatics also relates to the interpretation of the
speaker's intent in a particular context and how the context influences what the speaker says.
In a speech, the intent or meaning spoken sometimes has direct and indirect meaning.
Therefore, speakers and key partners must have the same context or understanding of
background knowledge about what is meant by the funds being discussed so that there is no
misunderstanding when communicating.
Previous study.

1. Analisis Fungsi Pragmatik Tindak Tutur Pertanyaan dalam Percakapan Bahasa Jepang
Antara Wisatawan Jepang Dan Pemandu Wisata Indonesia di candi Borobudur oleh
Akhmad Saifuddin, Bayu Aryanto, dan Iwan Setiya Budi. This study discusses the
questioning acts in a Japanese conversation. The problem was analyzed using Searle’s
theory about the locutionary force in speech acts. The data are in the form of questioning
acts taken from the transcripst of the conversation between Japanese tourists and
Indonesian guides in Borobudur temple area. The result shows that there are four
pragmatic functions of questioning acts found in this conversation. They are 1) directive
questioning act, 2) expressive questioning act, 3) assertive questioning act, and 4)
commisive questioning act.
2. The Efficiency Of Pragmatic Implicature In The Language Of Tourism by Raluca. The
aim of this article is to highlight how the sensible use of implicature in the language of
tourism can make people think what the advertisers and the tour operators want them to.
Focus on the analysis of the language of advertising from the pragmatic point of vies,
particularly referring to Grice’s Cooperative principle. The use of pragmatic implicature
in advertisement can be sustained by a lot of examples especially in the tourism industry
which has had a rocketing development in the recent years. Therefore the implicatures
that derive from the advertising process are clearly meant to create different levels of
understanding, the expected and forecasted by the advertiser and the tour operators.
Implicatures hold the potential to create reality as well as imagined worlds.
Understanding what they communicate or imply makes all the difference. Consequently
the impact of the implicature usage in advertising in tourism should not be overlooked,
but on the contrary very seriously analyzed.
3. The Role of Figurative Language Use in the Representation of Tourism Services (Athens
Journal of Tourism) The Role of Figurative Language Use in the Representation of
Tourism Services by Elmira Djafarova. This research adopts pragmatics to analyse and
understand the use of metaphors and puns. The aim of this research is to produce
theoretical links between the disciplines and to explore the significance of these relations
This study highlights the importance of figurative language in service communication
and explores opportunities for using this type of language in the tourism sector.
Ambiguity expressed through figurative language in services can be the same as
 ambiguity/misunderstanding caused by the use of different languages, languages
unknown to consumers. (Athens Journal of Tourism)
4. Developing Tourism Advertisers: The Linguistic Challenges faced when writing copy by
Dr. Elmira Djafarova: e.djafarova. To interpret the processing work of the selected
figures of speech, Relevance Theory, a pragmatic approach, is applicable in this study.
Relevance Theory, developed relatively recently by Wilson and Sperber (1981), is an
appropriate approach for the interpretation of the ambiguous meanings expressed through
figures of speech within the context of advertising. Previous work has explored the
process of puns interpretations in advertising (Tanaka, 1994; Djafarova, 2008). To
interpret the processing work of the selected figures of speech, Relevance Theory, a
pragmatic approach, is applicable in this study. Relevance Theory, developed relatively
recently by Wilson and Sperber (1981), is an appropriate approach for the interpretation
of the ambiguous meanings expressed through figures of speech within the context of
advertising. Previous work has explored the process of puns interpretations in advertising
Conceptual Framework

Tourism Advertising
Language

Semantic
Pragmatic

Leech
Austin
 Conceptual meaning
- Locutionary act
 Connotative meaning
- Ilocutionary act
- Perlocutionary act - Stylistic meaning

- Affective meaning

- Reflective meaning

- Collocative meaning

- thematic meaning

Findings

Solution
References
ArSaifuddin A, .2008. Analisis Fungsi Pragmatik Tindak Tutur Pertanyaan DAlam
Percakapan Bahasa Jepang Antara Wisatawan Jepang dan Pemandu Wisata
Indonesia Di Candi Borobudur.
Austin, John. L. 1962. How to Do Things with Words. New York: Clardon Press.
Brown, Yule dan George Yule.1983. Discourse Analysis. Cambridge: Cambridge University
Press
Grice, H.P. 1975. “Logic and Conversation” dalam Syntax and Semantics. Volume 3 Speech
Act. New York: New York Academic Press.
Djafarova, E. 2008. The Role of Figurative Language Use in the Representation of Tourism
Service. Athens Journal of Tourism . 48, 2, 267-275
Leech, Geoffrey N. 1983. Principles of Pragmatics. London: Longman.
Yule, George. 1996. Pragmatics. Oxford: Oxford University Press.