Abstract:
This study deals with analysis of speech function in shampoo‟s advertisement.
The objective of the study were to find the types of speech function by using
qualitative descriptive design, to determine out the types of speech functions used
in shampoo‟s slogan of online advertisement, to derive out the realization of
speech function used in shampoo‟s slogan online advertisement, to explain reason
for the used of the dominant speech function. The data were collected by using
content analysis technique. The data were shampoo‟s slogan wich were taken
from advertising media like television, internet, the data were analysed based on
the theory of speech functions proposed by, saragih (2000:9). There were found
37 slogans which consist of speech function. The finding of data analysis showed
that the total members of speech function from 37 slogans in shampoo‟s
advertisement: statement/declarative 62.16%, question/interrogative 5.40%,
offer/interrogative 21.62%, command/imperative 10.82%. It means that the
representative form is the most dominat the types of speech function used in
statement/delarative it is 62.16% this is also implies that language of ideas use in
shampoo‟s advertisement mostly specify giving information in their ideas.
