Open AccessIllocutionary Strategies in Digital Advertisement Campaign as Found in Coca-Cola’s #Makeithappy
Author(s) -
Dhenok Wulandari
Publication year - 2018
Publication title -
lexicon: journal of english language and literature/lexicon
Language(s) - English
Resource type - Journals
eISSN - 2746-2668
pISSN - 2302-2558
DOI - 10.22146/lexicon.v4i1.42130
Subject(s) - advertising , coca cola , context (archaeology) , directive , assertiveness , psychology , cola (plant) , coca , social psychology , business , computer science , history , medicine , archaeology , psychiatry , programming language , endocrinology
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.