SPEECH FUNCTIONS USED IN BILLBOARD TEXTS

This study deals with Speech Functions in billboard texts. The objectives of the study are to describe the types of speech functions used in billboard texts, to derive the type of speech functions dominantly used and to explain or to elaborate the context of occurrence of speech functions. The study used descriptive qualitative method. The data were collected from commercial billboard texts in six domains namely cigarette, electronics, banking, furniture, automotives, daily needs. The texts used as the data cover headline, subhead and slogan either written text or pictures exposed in public places of the city of Medan by applying documentary technique. The data are then analyzed with refer to the type of speech functions namely, statement, offer, question and command. The finding indicates that from four types of speech functions found in commercial billboard texts, statement constitute 64 (61 %), question 2 (2%), offer 16 (15.2%), command 23 (22%), demanding 105 billboard texts. Statement can be the most dominant speech function used because the concept of using statement is appropriate with the concept of commercial billboard texts in which the viewers can only see the written texts only in 5-7 seconds while they are driving. Thus, the stating bears simple and strong information in speech function of functional grammar. In fact, only statement that directly can elaborates quality of a product product so that the people believe the product.