E-Link Journal Vol.
8 No.
p-ISSN: 2085-1383.
e-ISSN: 2621-4156
COMMUNICATIVE FUNCTIONS AND THE MEANINGS OF
SLOGANS IN PUBLIC SERVICE ADVERTISEMENTS
Sastika Seli.
Tari Damayanti.
Dewi Syafitri selisastika@gmail.
com, taridada33@gmail.
com, dewisyafitristkipllg@gmail.
English Education Program.
FKIP.
STKIP PGRI Lubuklinggau
ABSTRACT
This research aims at describing the communicative functions and the meaning of Slogans in Public Service Advertisements (PSA).
This is a descriptive-qualitative research.
The data derived from 20 PSA videos downloaded from Youtube.
Then, they are collected through document analysis and analyzed with content There are only four types of meaning stated by Leech .
i 12 slogans with conceptual meanings, 7 slogans with connotative meanings, 7 slogans with affective meanings and 1 slogan with social meanings.
Based on the Illocutionary acts, some communicative functions found in PSA slogans are .
to invite society to do something, .
to inform people, .
to report or to state something important, .
to express emotion, and .
to convince people doing something in the future.
Keywords: PSA slogans, communicative functions, language meaning, illocutionary act, speech act
INTRODUCTION
In communication, people will use consists of a short sentence or a phrase that different ways in speaking directly by using serve to reinforce the business name or media such as through telephone, letter.
They are frequently used with a main internet, slogan, poems, song lyrics, etc.
trade mark or house mark to create a They can be everywhere and anywhere in positive sentiment, aura or cachet to be peopleAos life.
People will be easier to catch associated with that brand of goods or the meaning or intention of something from Slogan is found in different kinds those media.
of advertisements.
It is made uniquely and A slogan is any form of business creatively because the function is to attract branding plan which involves the creation Commercial organizations spend a (Rueb, 2016:.
It is one of the basic lot of effort and money on naming products, elements necessary in building an effective devising slogans, and creating messages brand campaign.
that will be meaningful to the buying public A slogan typically Communicative Functions and the Meanings of Slogans in PublicA (Kreidler, 1998:.
Advertisement slogans Srinivasan, 2008:.
It is mainly used as a tool to promote social welfare.
Therefore, the language has to One of the examples of slogan in be simple, attractive and economic (Noor.
English public service advertisement is Mustafa.
Muhabat &Kazemian, 2015:.
AuDonAot drink and driveAy.
It is found in The example of slogan is baby itAos advertisement about car accident where Maybelline.
It is one of slogan used in one many people die in USA because people of cosmetic advertisement by one of lipstick product from America.
The slogan It causes many accidents that means a clear confirmation to show a good lipstick for woman stated by the word baby.
advertisement asks people to be more aware Address term baby means an intimate term to self safety and othersAo safety.
This to call someone with close relationship.
From the example above, it is This advertisement strategy is to make the known that in creating the slogans the audience who see feel closer to the product advertisement makers must consider some and wish to buy.
It can be the consideration of the This advertisement has a purpose meaning that has purpose to attract on issues that impact society on a larger When people see that the purpose scale, such as family planning, national of PSA is to communicate with society, integration, polio eradication, pollution probably they think the meaning must be control, smoking, alcohol, safety, other However, there are seven types of health diseases (Manickavelan, n.
meaning stated by Leech .
Public service advertising is using Therefore, it is not completely correct to the techniques of commercial advertising think about one meaning.
PSA may have for non-commercial purposes (Suresh & E-Link Journal Vol.
8 No.
p-ISSN: 2085-1383.
e-ISSN: 2621-4156 different meaning in the form of its collection (Glass & Hopkins, 1984:.
Descriptive study can be either quantitative Furthermore.
PSA as kinds of or qualitative.
The study was a qualitative expression used to communicate with society may have different purposes.
They numerical data which be explained in may function to educate, alert, influence, sentences and the analysis will not through and invite the society as audience (Paul, statistical procedure.
Siuyi, 2.
through words, images.
The primary data is the data which and symbols, (Farwell, 2.
Therefore, is being observed.
In this study, the primary PSA Any or main data came from verbal .
ral and writte.
language used in public service The data were English illocutionary act (Yule, 2.
It is slogan in public service advertisement important to describe the speech acts of the If the primary data came from slogans in order to know what they are public service advertisement videos, the trying to accomplish.
Thus, the messages secondary data came from articles, books will be delivered easily to the targeted and other literatures.
The data supported the primary data.
The data were collected through RESEARCH METHOD The study was a descriptive study.
document analysis.
Then, they were Descriptive study involves gathering data that describe events and then organizes, describing and drawing conclusion.
tabulates, depicts, and describes the data
Communicative Functions and the Meanings of Slogans in PublicA
FINDINGS AND DISCUSSION
The meaning of PSA Slogans This section presents the results According to Leech .
, and the discussion of the research.
The first there are seven types of the language finding is the types of PSA slogans meaning, namely, conceptual meaning, meaning and the second is the types of connotative meaning, social meaning, communicative function of PSA slogans in affective meaning, reflected meaning, illocutionary acts.
Findings Table 1.
Types of Meaning Found in English PSA Videos Slogans Your everyday gestures can help them heal Forms of Ad Children Types of meaning Conceptual Online predators know how theyAore doing, do you? Children Connotative IAom a witness, so are you Children Conceptual.
Affective For every child in danger Children Conceptual A message only for children, and the warn for adults Children Conceptual There still time Environment Conceptual.
Affective It helped us, make it up PA! Environment Conceptual.
Social Is this the future we want for it? Environment Conceptual You can make a difference.
DonAot support animal testing Environment Conceptual Change your future Health Conceptual Health Connotative Good start, great finish Meaning Gestures means the body movement that used to communicate, supporting gesture like hug, shake hand, touching can help children as victim of the trauma.
Online predators mean criminal who find the victims from the internet like social Most of victims are children and So people have to watch their children, families and relatives to stay away from them.
Witness is a person who sees a crime.
There are children who see a crime and it cause trauma.
This crime is bullying at This slogan mean to protect every child from crimes because anybody can do bad things to them There is a line to phone for children who are in danger because of physical crime.
People still have many times to change to safe environment that will not harm our The activities supported by PA or Pennsylvania is very useful to make clean Tell people to stop destroying earth and protect it together Make a difference means do something that people do not by stopping and supporting against animal testing to make There is a foundation in makehealthlast.
that support people to live healthy Good start means start to have healthy life style so we will live longer in the future E-Link Journal Vol.
8 No.
p-ISSN: 2085-1383.
e-ISSN: 2621-4156 Are you inching towards bad Health Connotative Inching means close.
It means asking people to stay away from bad health and start to healthy life style Learn how at activeforlife.
Health Conceptual DonAot drink and drive Safety Conceptual There is a foundation in activeforlife.
that support people to live healthy by doing more sport Try to tell people the dangerous of drinking alcohol and driving cars There is a safe life Safety Connotative.
Affective Safe life means safe people who wait to be Life is fragile, reduce speed Safety Connotative You are Beauty Beauty Connotative.
Affective Fragile is used to something easily broken.
This word is used to explain that a life is also easily to die if people do not reduce Women are beautiful in their own ways without make up or surgery What do you find beautiful? Beauty Conceptual.
Affective Women are beautiful in their own ways and cannot be the same in all over countries Remember-NobodyAos perfect Beauty Connotative.
Affective Women to be confident and lover their selves because no human is perfect There There are 5 types of Illocutionary conceptual meanings or they explain the Acts Searle real meaning.
There are 7 slogans that are affective meaning.
There are 7 connotative declarative and commissive.
Those types slogans, there is only 1 slogan with social were all found in 19 PSA as presented in the following table.
Types of Illocutionary Acts in PSA Table 2.
Communicative Functions of PSA Slogans PSA Slogans Your everyday gestures can help them heal Online predators know theyAore doing, do you? Communicative Functions of PSA Slogans Directive Expressive Declarative Oo Communicative Functions and the Meanings of Slogans in PublicA Commissive Oo IAom a witness, so are you Oo For every child in danger Oo A message only for children, and the warn for adults Oo Oo There still time It helped us, make it up PA! Oo You can make a difference.
DonAot support animal testing Oo Change Oo Oo Good start, great finish Learn how at activeforlife.
Oo DonAot drink and drive Oo Oo There is a safe life Oo Life is fragile, reduce speed You are Beauty Oo Remember-NobodyAos perfect Oo Oo Together we are beating Covid19, keep up the fight! There The Meanings of PSA Slogans representative act, 7 slogans with directive In the analysis of meaning from 7 act, 3 slogans with declarative act, 1 slogan types of meaning by Leech, there are only with expressive act and 2 slogan with four types meaning found in PSA slogans commissive act.
such as conceptual, connotative, affective Discussion and social.
In this part, it will be explained E-Link Journal Vol.
8 No.
p-ISSN: 2085-1383.
e-ISSN: 2621-4156 in detail description of those four meanings comes from sexual abuse, physical abuse in PSA slogans.
and psychological crime that they receive The first type of meaning is from families or nearest people.
This slogan conceptual meaning.
Conceptual meaning is to campaign the social treatment that ask also called as denotative or cognitive people to care about children in their It covers essential components of meaning that are conveyed by the literal use The connotative meanings were of a word (Yule, 2010:.
People say it as the communicative value an expression has the real meaning without any second by virtue of what it refers to, over and above its purely conceptual content (Leech.
From 1985:.
It means the meaning can be meaning appears such as in the following something else according to the conceptual If we read the sentence or words, it Your everyday gestures can help them can have another meaning with the meaning that we know.
So the meaning can be stand For every child in danger for another meaning according to the Is this the future we want for it? Those three sentences do not need a deeper understanding.
For sentence a Your everyday gestures can help them heal explain about the gestures which mean the move of people body that can help them .
their bad experience from childhood trauma.
Childhood trauma Communicative Functions and the Meanings of Slogans in PublicA The meaning can be identified from the several examples, such as:
Online predators know how theyAore doing, do you? Good start, great finish Are you inching towards bad health? The slogan in a there is a word Inching means get closer and so close.
predator that means animal who prey for means if we do not exercise people will another animal such as lion, tiger, wolf, etc.
grow fat and fatter that will cause many In the slogan predator is used to refer a The slogan asks people to prevent criminal who after children through the obesity caused by junk food and life internet such as social media and email.
without exercising.
Therefore, bad health They can do some bad things from abusing must be avoiding through good life habit.
to killing.
This slogan asks people to give The third is affective meaning more attention to children and family relates to consideration of how language members to stay away from online reflects the personal feelings of the speaker, including his attitude to the listener or his The example b good start, great attitude to something he is talking about (Leech, 1985:.
It means the slogan have to reflect the personal emotion that contain understand by looking at good start and the messages which have to be stated or good finish without looking at other informed to audience or society.
Good start here means fine Slogans with affective meaning initial activity in trying to get a healthy life are presented in the following sentences:
style such as eating healthy food and having IAom a witness, so are you Good finish means after having fine Remember-NobodyAos perfect life style, our body become healthy and we There is a safe life have a longer life without diseases.
Those slogans are stated with Example c Are you inching emotional feelings and it is known by the towards bad health? also slogan of health context and content in the video.
In a IAom a which means get closer to bad health.
witness, so are you is said by a teenager E-Link Journal Vol.
8 No.
p-ISSN: 2085-1383.
e-ISSN: 2621-4156 who see a bullying at school to her friend.
The last slogan contains social The narrator stated this slogan to state and meaning, namely.
It helped us, make it up emphasize that everybody can see bullying PA!.
The slogan has social meaning but they just keep silent.
It is emotional because the language conveys about the enough to say that the victim of bullying social circumstances of its use (Leech, needed to be protected.
1985: .
People recognize the words or PSA, pronunciation as being dialectal.
It can tell Remember-NobodyAos perfect that contain someone geographical or social origin.
The the message about the beauty of women.
slogan is characterized by American dialect The word remember is strong stated to make it up PA and also showed by PA emphasize that women must always which is the abbreviation of Pennsylvania.
remember and bless that human is born In conclusion, slogans found in with beauty.
And also to remind that human English PSA of four variants were shared in is not God that nobody is perfect.
In a safety PSA, there slogan there declarative, imperative and interrogative is a safe life which is emotionally stated to simple sentence.
Declarative sentence form audience to remind people for not become is as the most sentences that occur in the busy and must remember the people at PSA because it contains information Safe life means some people or Imperative occurred to give family member that waiting for another information of instruction, order, asking, member to come home safely that will desisting and preventing someone to do gather with the family.
It is a reminder to It functions to give a hard push people donAot get too busy.
to avoiding something bad and doing a better action for life.
Interrogative or Communicative Functions and the Meanings of Slogans in PublicA questions function to convincing and In directives.
PSA slogans are asking for information.
It also functioned to trying to invite society to do something influence people by convince them whether such as helping and saving peopleAos life and their actions were right or wrong.
The slogans ask people to Communicative Functions of PSA Slogans previously.
PSA slogans from the collected data cover all acts in Illocutionary.
It means PSA slogans may function differently based on the purpose of the advertisement.
They may have purposes to present some facts, to change the audience perspective, to influence audience emotionally, to invites something/some movements, and to show promises and plans in the future (Searle in Rudiawati & Fitria, 2018:428-.
The functions are stated in acts of representative, directives, expressive, declaratives and commissive.
There are 4 representatives, 7 directives, 1 expressive, 3 declaratives, 2 commissive found based on the data analysis.
The most used function is directives found in 7 PSA keep the environment clean, save the animals, health maintaining, and reduce This acts are as the most used in the PSA slogans because the function of PSA slogans is mainly to steer people away (Wahingtonpost.
previously PSA is using the techniques of (Suresh Srinivasan, 2008:.
It is used by non-profit organization that cares about people and Therefore, the message in the slogan contains the act of asking people to do something better for the people and its In representatives.
PSA slogans function as information resource in sharing the facts about the world, people and The message lies in PSA slogans with this function is probably E-Link Journal Vol.
8 No.
p-ISSN: 2085-1383.
e-ISSN: 2621-4156 because the lack of information or In slogans AoThere still timeAo and awareness of people.
These slogans tell AoTogether we are beating Covid-19, keep about the fact of safety of people including up the fight!Ao, the messages contain women and children, as well as tell about something to convince people that there are the health issues.
By looking at this still time to do a better thing and there are information, people is expected to believe time in the future to fight covid-19 together.
on the reality happen in their environment.
Expressive act is the least found in PSA PSA slogans based on the data analysis.
function as something to tell about a person Yule .
state that expressive act or a group.
They contain a statement or a contains the expression of emotion such as report that emphasize this people are pain, joy, sorrow, pleasure.
Only one slogan serious about the statement.
In AoI am a that express the emotion namely: AoOnline witness, so are youAo, this slogan state or predators know how theyAore doing, do declare that this woman is a witness of a you?Ao This slogan was stated by a girl who crime that can be happened surround us.
worried and cared so much about other girls can be happened to everybody too.
at her age who are being preyed by online In commissives.
PSA slogans function as something to convince people to Her utterance shows the emotion that she was feeling.
do something in the future after they see the need to describe the speech acts in slogan in CONCLUSION order to know what the meaning is In summary.
Slogan in Public delivered to the audience.
The finding from service advertisement (PSA) has different this research, there are 12 slogans with meaning in the form of its expression.
conceptual meanings, 7 slogans with Communicative Functions and the Meanings of Slogans in PublicA connotative meanings, 7 slogans with National Monthly Refered Journal of Research in Arts and Education.
,26-36.
Retrieved https://w.
m/images/Arts_&_Education/Ju n13/3.
affective meanings and 1 slogan with social Most of slogan in this research is conceptual meaning which has the real meaning without any second meaning.
So, the meaning can be understood by the Great advertising must be memorable, state a mission, predictable, effective and long lasting for the audience.
Slogan is not just a Noor.
Mustafa.
Muhabat.
, &
Kazemian.
The Language of TV CommercialsAo Slogans: A Semantics Analysis.
http://w.
com/j/cls.
11648/j.
Paul.
Strategic communication:
Origins, concepts, and current California: ABC-CLIO.
LLC.
tagline but it must attract the audience believe of the product so it can give a good feeling to the audience.
REFERENCES