THE CONATIVE FUNCTION USED IN ADVERTISMENT OF COVID-19 VACCINE SOCIALIZATION

Abstract

This study aims to analyse the conative function used in advertisement of covid-19 vaccine socialization. This research is a qualitative descriptive research and uses a quantitative approach. This study uses theory by (Jacobson's, 1980) to analyse data. Then combined with questionnaire data and interviews to find out the respondent's view of the public service advertisements for the covid-19 vaccine socialization. The results of this study stated that there are several simple sentences used to emphasize that the public service advertisement of the covid-19 vaccine socialization aims to invite readers to participate in the covid-19 vaccine program. Questionnaire data stated that as many as 58% of the public were interested and influenced to take part in the covid-19 vaccine after reading public service advertisements. As many as 78% of readers thought that the public service advertisement was very clear so that it could be easily understood by readers. The use of simple sentence structure makes the sentence a communicative sentence. Then 60% of the public stated that the public service advertisement of the covid-19 vaccine socialization was effective in providing complete information to readers. so as to change the mindset of the reader to believe the information contained in the advertisement.