SPEECH ACTS OF THE NATIONAL AND REGIONAL AIRLINES SLOGANS

Transcription

1 SPEECH ACTS OF THE NATIONAL AND REGIONAL AIRLINES SLOGANS Eva Tuckyta Sari Sujatna Universitas Padjadjaran and Widyatama University Bandung-Indonesia ABSTRACT This research is a preliminary study on the speech acts of the slogans of national airlines (represented by Indonesian airlines) and the regional airlines (represented by ASEAN countries airlines). This research describes the classification of the speech act used in their slogans. The theory applied in this research is Searle's taxonomy which classifies into firstly, assertive (stating, suggesting, boasting, complaining, claiming, and reporting), secondly, directive (ordering, commanding, requesting, advising, and recommending), thirdly, commissive (promising, vowing, and offering),fourthly, expressive (thanking, congratulating, 'pardoning, blaming, praising, and condoling), and lastly, declaration (resigning, dismissing, christening, naming, excommunicating, appointing, and sentencing). The aims of this research are ) to identify and describe the speech act of the national and regional airlines slogans, and ) to find out the speech act commonly used in the national and regional airlines slogans. The result of the research shows that ) the speech act of national airlines slogans are commissive 0%, assertive.7%, and directive.% while the speech act of regional airlines slogansare assertive 70%, directive 7.%, and commissive.%, and ) the speech act commonly used in the national airlines slogans is commissive while in the regional airlines slogans is assertive. KEYWORDS speech acts, national airlines slogan, regional airlines slogan INTRODUCTION This article is a preliminary study on the types of the speech acts of the national and regional airlines through their slogans. The national airlines that are referred to are the Indonesian airlines while the regional airlines are those from ASEAN countries: Singapore, Malaysia, Philippines, Thailand, Myanmar, Cambodia, Vietnam, Timor Leste, and Laos is excluded because data could not be obtained. The method used in this research is descriptive analysis. It describes the types of the speech of the Indonesian airlines, as the national airline, and Singapore, Malaysia, Philippines, Thailand, Myanmar, Cambodia, Vietnam, and Timor Leste, as the regional airlines (except Laos). The first step was to research about the airlines and their slogans. The second step was to classify the airlines slogans into the types of speech acts: assertive, directive, commissive, expressive, or

2 declaration based on the Searle taxonomy. The last was to compare and conclude the type of speech act commonly used by the national and regional airlines. As a preliminary study, this research could trigger to do further researches to learn the culture or the way of thinking through their slogans, which will impact to the customers consideration in choosing the airlines aside from the price and services. RESULT AND DISCUSSIONS Speech act, according to Yule (000:7), is actions performed via utterances. It can be classified into locutionary act, illocutionary act, and perlocutionary act while Austin in Robinson (00: 8) classifies speech act as Expositives, Comrnissives, Behabitives, Exercitives, and Verdictives. Searle in Leech (99) also classifies speech act into five different types. They are, Cornmissive,, Expressive, and Declarations. Searle's classification is used in this research. After doing the research, it is found the type of speech acts in the national and regional airlines, slogans. Data for the study taken from slogans from Indonesia airlines as the national airlines (Table I), and 0 slogans fiom eight ASEAN countries airlines as regional airlines (Table ), are as follows: Table Indonesia Airlines as National I NO Countrv Total I Indonesia Table ASEAN Countries' Airlines as Regional I No I Countw Total I Singapore Malaysia Philippines Thailand 0 Burma East Timorl Timor Leste 7 Cambodia 8 Vietnam Total 0 From the table, it shows that the national airlines mentioned in this research are those fiom Indonesia which has airlines slogans while table shows eight from the ten, including Indonesia, ASEAN countries as the regional has 0 airlines slogans. The countries are Singapore, Malaysia, Thailand, Philippines, Vietnam, Burma, Cambodia, and East Timorl Timor Leste. Table, shows the types of the speech of Indonesian airlines slogans, from Indonesian airlines.

3 Table Speech Actsof Indonesian Airlines Slogans No Airlines Slogan Speech Act Gamda Indonesia Love Is In The Air Kartika Airlines Kartika Smile - A Classic Way to Fly Pelita air A Great Way to Fly Riau Airlines The Spirit of Riau Wing abadi Airlines Wings Air Fly Is Cheap Airfast Indonesia We'll fly you safely 7 Batavia Air Humility for Professionalism 8 Lion air We make people fly Deraya Air I Believe I can Fly Cornqlissive lo Sriwijaya Air Your Flying Partner l susi ~ i r Your Complete Air transport Solution For All of Indonesia ' Trigana Air Service We Serve You Here... There... And Everywhere l Merpati Nusantara Get The Feeling l Citilink Enjoy simplicity The data above describe that the speech act found in the Indonesian airlines are assertive, cornmissive, and directive. The data show that cornmissive is' the highest in rank at 0%, secondly assertive second at.7%, and directive third at.%. See Figure. Fig. I Speech Acts of Indonesia Airlines... Commisive.70% Table, is the types of speech acts of ASEAN countries airlines slogans. The data were obtained from their official websites. Four slogans from Singapore airlines were found, six slogans from Malaysia airlines, six slogans from Philippines airlines, ten slogans from Thailand airlines, five slogans from Burma airlines, one slogan from East Timorl Timor Leste, four slogans from

4 Cambodia airlines, and four slogans from Vietnam airlines. The slogans from the eight ASEAN counties is slogans. Table S~eech Actsof ASEAN Countries Airlines Slogans V No Airlines I Slogan I Speech Act I Thai Airways Bangkok Airways Happy Air Nok Air Solar Air Sunny Airwyas Chrystal Thai Airlines Kan air Nok Mini Airlined SGA Airlines Orient Thai Airlines Air Bagan Air KBZ Air Mandalay Yangon Airways Asian Wings Airways Thailand Smooth as Silk Asia's Boutique Airline Smooth Travelling We Fly Smiles Thai Fly Fly Thai Sunny Airways, Always Smile Wing of Asia Flying with Nature Air-Link to charming Places Do it by heart Burma Treasure of Myanmar Flying beyond Expectations Safety, Reliability and Comfort You're safe with us Fly beyond your dreams East Timorl Timor Leste Cambodia Proudly the national Jag carrier The Spirit ofcambodia For Safety, Comfort, Premium Air Travel to Cambodia I Air Timor I Experience Adventure with a difference I Cambodia Angkor Air President Airlines TonleSap Airlines I I Angkor Airways I Bring the World to Angkor Wat I Vietnam I Jetstar Pacific Airlines I It S All About Choice -- Vietnam Airlin Air Mekong VietJet Air Bringing Vietnamese Culture to the World Discover the country with the s iarus crane Save More, Fly More From the 0 slogans of the eight ASEAN countries assertive is the highest speech act at 70%. The second speech act used by the ASEAN countries airlines is directive, at 7.% while the commissive, is third at.%. Based on the findings, the airline companies in the ASEAN countries seem confident that the customers would choose them although they do not promise something to the customers.

5 Speech Act of ASEAN Countries Airlines %.0% 70.00% CONCLUSION The results of the research reveal that:. the speech acts of national airlines' slogans are commissive 0%, assertive.7%, and directive.% while the speech acts of regional airlines slogans are assertive 70%, directive 7.%, and comrnissive.%; and a. the speech act commonly used in the national airlines slogans is cornmissive while in the regional airlines' slogans is assertive. REFERENCES Leech, Geofiey (99). Principles of Pragmatics. London: Longman Robinson, Douglas (00). Introducing Performative Pragmatics.New York: Routledge Yule, George (000). Pragmatics. Oxford: Oxford University Press