Illocutionary Strategies in Digital Advertisement Campaign as Found in Coca-Cola’s #Makeithappy

https://doi.org/10.22146/lexicon.v4i1.42130

Dhenok Wulandari(1*)

(1) Universitas Gadjah Mada
(*) Corresponding Author

Abstract


Language used in a campaign is an interesting study, moreover if it is used in a campaign which targets adolescent audience who are known with their own dynamics. The study uses the sample of advertisement campaign from The Coca-Cola Company entitled #MakeItHappy which aims to fight the increasing online bullying in the digital era nowadays, especially to American's adolescents. The data are taken from five videos containing thoughts and testimonials from celebrities, experts, and some adolescents who experience and/or having a concern with the issue. The language used there is identified by Austin's illocutionary speech acts then analyzed by the theory of Searle. The study shows that the type of speech act which is seen in high frequency is assertive-directive indirect speech (66,7%). This result implies that assertive-indirect directive indirect strategy is the most appropriate strategy to be used towards teenagers in the context of advertisement campaign.

Keywords


Illocutionary act, advertising campaign, adolescence

Full Text:

PDF


References

"2015 Results | Super Bowl 50 Ad Meter". Admeter.usatoday.com. 2015. Web. 2 May 2016.

Akmajian, Adrian, Richard A Demers, and Robert M Harnish. Linguistics, an Introduction to Language and Communication. 6th ed. Cambridge, Mas: MIT Press, 2010. Print.

Austin, J. L. How to Do Things with Words. London: Oxford University Press, p. 1. 1962.

Bovee, Courtland L. and William F. Arens. Contemporary advertisement. Illinois: Irwin Professional Publishing, 1992.

Brewster, Athur Judson, Herbert Hall Palmer, and Robert G. Ingraham. Introduction to advertisement. New York: McGraw-Hill, 1954.

Brown, Penelope and Stephen C. Levinson. Politeness. Cambridge: Cambridge University Press, 1987. Print.

Carter, Chelsea J. and Ralph Ellis. "Obama Congratulates Michael Sam, First Openly Gay NFL Draftee - CNN.Com". CNN. 2014. Web. 11 Nov. 2015.

Cobb, Nancy J. Adolescence: Continuity, Change and Diversity. Fourth Edition. California: Mayfield, 2001.

Coulmas, Florian. Direct and Indirect Speech. Berlin: Walter de Gruyter, 1986.

Glazer, Jacob and Ariel Rubinstein. A Study in the Pragmatics of Persuasion: A Game Theoretical Approach. Theoretical Economics I (2006), 395-410. Pdf.

Holmes, Janet. An Introduction to Sociolinguistics. New York: Addison Wesley Longman, 1997.

Kolowich, Lindsay. "12 of the Best Marketing and advertisement Campaigns of All Time". Blog.hubspot.com. 2016. Web. 2 May 2016.

Levinson, Stephen C. Pragmatics. Cambridge: Cambridge University Press, 1983.
10 A Study of Speech Acts in Computer Products Advertisements

Lucas, Darell Blaine and Stuart Henderson Britt. Measuring advertisement Effectiveness. New York: McGraw-Hill, 1963.

Mesthrie, Rajend. Introducing Sociolinguistics. Edinburgh: Edinburgh University Press, 1999. Print.

Mitroff, Sarah. "What is a Bot?". CNET. 2016. Web. 5 June 2016.

Moye, Jay. "#Makeithappy: Coca-Cola’s Big Game Ad to Champion Online Positivity". The Coca-Cola Company. 2015. Web. 19 September 2015.

Searle, John R. Expression and Meaning. Cambridge: Cambridge University Press, 1979. Print.

Stenström, Anna-Brita. Teenage Talk: From General Characteristics to the Use of Pragmatic Markers in a Contrastive Perspective. Basingstoke: Palgrave Macmillan, 2014. Pdf.

Stenström, Anna-Brita, Gisle Andersen, and Ingrid Kristine Hasund. Trends in Teenage Talk. Amsterdam: J. Benjamins, 2002. Pdf.

____________. Coca-Cola and Danica Patrick #Makeithappy for the Big Game. 2015. Web. 19 Apr. 2015.

____________,. Coca-Cola and Kid President #Makeithappy for the Big Game. 2015. Web. 18 Apr. 2015.

____________. Coca-Cola and Michael Sam #Makeithappy for the Big Game. 2015. Web. 20 Apr. 2015.

____________. Coca-Cola and Teen Change Agents #Makeithappy for The Big Game. 2015. Web. 21 Apr. 2015.

____________. Coca-Cola on Making a Better World Wide Web – #Makeithappy. 2015. Web. 20 Apr. 2015.

Thompson, Scott. "Social Responsibility In advertisement". Smallbusiness.chron.com. 2016. Web. 2 May 2016.

Weber, Larry. Marketing to the Social Web: How Digital Customer Communities Build Your Business. Hoboken: Wiley Publisher, 2009.

"What is Corporate Social Responsibility? Definition and Meaning". BusinessDictionary.com. 2016. Web. 5 June 2016.

Whitbourne, Susan Krauss. "We All Need Role Models to Motivate and Inspire Us". Psychology Today. 2013. Web. 5 Apr. 2016.

Woolf, Nicky. "Coca-Cola Pulls Twitter Campaign After It Was Tricked Into Quoting Mein Kampf". The Guardian 2015. Web. 5 June 2016.



DOI: https://doi.org/10.22146/lexicon.v4i1.42130

Article Metrics

Abstract views : 1476 | views : 1385

Refbacks

  • There are currently no refbacks.


Copyright (c) 2015 Dhenok Wulandari

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Lexicon Office

English Department
Faculty of Cultural Sciences,
Universitas Gadjah Mada
Soegondo Building, 3rd Floor, Room 306
Yogyakarta, Indonesia 55281
Telephone: +62 274 513096
Email: lexicon.fib@ugm.ac.id

ISSN: 2746-2668 (Online)

Web Analytics View Stats

Creative Commons License
LEXICON is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Lexicon is indexed in

 
About UsSubmissionIssuePoliciesReview
Editorial Team
Journal History
Contact
Author Guidelines
Article Submission
Account Registration
Current Issue
All Issues
Upcoming Issue
Privacy Statement
Open Access
Publication Ethics
Review Process
Peer Reviewers
Reviewer Guidelines