Variation and language function used in advertisement of Starbuck products

Saragi, Devi Melisa Variation and language function used in advertisement of Starbuck products. In: Proceeding Isolling. UNSPECIFIED, pp. 54-65.

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Abstract

Abstract--This research aims at finding the variation and the language function used in describing the products of Starbucks. The data were the slogans and captions which were taken from the Facebook account of Starbuck Indonesia from March 2022 up to May 2022. All the data were collected by applying the note taking and recording. In the analysis, all the slogans along with the caption were classified into how they were delivered and then analyzed by using the theory of language function according to Jackobson (1966) in order to see how they functioned. The first result of the research showed that the advertisements were delivered in Bahasa, English, the combination of English-Indonesia and vice versa. While the second result show that the slogan and the caption of the advertisements employed certain language function used to convey messages with different intention. The language functions which emerged were the phatic function which attracted the audiences’ attention; conative function which persuade the target to do something; referential function which gave information about the context; emotive function which showed the feeling or attitudes of the addresser; poetic function which elaborated the aesthetic feature of language. Keyword: Language function, Starbuck, advertisemen

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