Tindak Tutur Persuasif Iklan Lokal Jember Berbasis Media Massa Audiovisual dan Pemanfaatannya dalam Pembelajaran Teks Iklan di SMP

Abstract

This study aims to describe the forms, strategies, and functions of persuasive speech acts in local Jember advertisements based on audiovisual media and their use as teaching materials for advertising texts at the junior high school level. This study employed a qualitative approach with a descriptive and pragmatic approach. The research data consisted of utterances containing persuasive speech acts, while the data sources came from local Jember advertisement videos uploaded through audiovisual social media, particularly TikTok and Instagram. Data collection was conducted through documentation techniques. Data were analyzed using the Miles and Huberman interactive model, which includes data reduction, data presentation, and drawing conclusions. The results indicate that the forms of persuasive speech acts found include assertive, directive, and commissive speech acts. Assertive speech acts function to convey information and claims regarding products or services. Directive speech acts are used to invite, command, and encourage audiences to take certain actions. Meanwhile, commissive speech acts are used to offer and provide guarantees to potential consumers. The strategies for delivering persuasive speech acts consist of direct and indirect strategies. Direct strategies are realized through invitations, commands, offers, or information conveyed explicitly, while indirect strategies are realized through speech that implicitly contains persuasive intent. These findings indicate that local Jember advertisements are relevant for use as teaching materials for advertising texts in junior high schools because they are contextual, authentic, communicative, and close to students' lives.