Psycopragmatics in Advertising Discourse: Review on Concerning the Effect of Psychological on the Speaking Actions of High School Students in Madiun City

Abstract

The sale of a product is expected to be as successful as possible so that it can provide a large profit. This can be done if the public knows the products offered by the companies that produce the products. To make the public know and understand, the company must communicate to inform the products offered. Speech in advertising discourse has a psychological impact on consumers and/ or potential consumers so that what is expected by producers is that the consumers or potential consumers are interested and they buy the product advertised. However, it does not only affect the interest of potential consumers or consumers but utterances in advertisements can also affect the form of speech acts of users of a product, especially high school students, who may be one of the potential consumers or only connoisseurs of advertising discourse. Theoretically, the objective that the researcher intends to achieve in this study is to obtain a deeper picture of psychopragmatics in discourse and utterance of advertisement that has a psychological impact on high school students in Madiun City. This study uses qualitative methods with interviews and open questionnaires as data collection tools. The analysis of data uses referential techniques with a distinction theory approach and is presented in descriptive techniques. From the data obtained, 52.8% indicated that the words in the advertisement were seen, mimicked, or muttered by students in the act of communication. If it is broken down in more detail, the words in the advertisement have more effect on female students (66.7%) than male students (33.3%). Based on the analysis, the results showed that the words in the advertising discourse had quite an effect on the psychological condition of the students in acting in the speech act. The advantage of this research is to add and enrich insight in the field of pragmatics, especially psychopragmatics; to add and enrich insight in the application of psychopragmatic language learning.