Speech Acts of Written Texts in Fast Food Online Advertisements
DOI:
https://doi.org/10.53840/ejbl.v4i1.103Keywords:
Advertisements, Fast food corporations, Online, Speech acts, SemanticsAbstract
In Maslow’s hierarchy of needs, the need for food is one of the most important needs for human. Thus, making the food industry one of the most profitable industries in the world. How do these players in fast food industries convince customers to buy their products? What are the traits of these advertisements that influence the consumers’ needs in buying? Being the primary factor that contributes to the success in the fast food industry, it is important to analyse these advertisements in various aspects. The advertisements were analysed based on the speech acts theory by Simona & Dejica-Cartis (2014). Based on the analysis of 11 advertisements posted on the official page of each of the fast food restaurants, among the 16 types of speech acts proposed by Simon & Dejica-Cartis (2014), there are only 6 types of speech acts that were identified. The high frequency of direction speech act indicates that the most used technique of influencing the audience to purchase their products is by directly telling them to do so. Meanwhile, the low frequency of promise speech act may illustrate the fact that the action of committing to a promise is the least favourable technique by advertisers, probably due to the risk of not fulfilling their promise.
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