AN ANALYSIS OF LANGUAGE FUNCTIONS IN AIRASIA AIRLINE ADVERTISEMENTS

Advertising is a communication tool used to provide the information such as products, services, and ideas. The language used in advertising is very interesting because it is brief, easy to be remembered by the reader, and also attracting people‟s attention. The researcher analyzes AirAsia advertisements because the language used in the advertisement is very interesting and it makes the researcher giving attention. The researcher uses language function theory by Roman Jakobson. This research aims to describe the language functions that are used in the advertisement. The data are collected from the AirAsia‟s website and Facebook. This research uses descriptive qualitative method. Every advertisement uses various combinations of language functions. After analyzing the data, the researcher found six combinations in the object of this research. There are eight data using referential, conative, phatic, and emotive function; seven data use referential, conative, phatic, and poetic function; seventeen data use referential, conative, and phatic function; one datum uses referential, poetic, and conative function; six data use referential and conative function; one datum uses phatic and conative function. The researcher concludes that the advertisement is designed to attract attention (phatic function), to convince people and to get people to do something (conative function), to provide information to the addressee toward the context (referential function), to report feelings or attitudes of the addresser (emotive function), and to explore the aesthetic features of the language (poetic function)