TINDAK TUTUR ILOKUSI DAN PRINSIP KERJA SAMA IKLAN KOPI DI YOUTUBE

Fiqri, Moh. Hasanul. 2017. "Types of Ilokusi Talks and Principles of Cooperation in Coffee Ads on Youtube". Essay. Strata 1 Program in Indonesian Literature. Semarang. Faculty of Cultural Sciences Diponegoro University. Drs. M. Hermintoyo, M.Pd. Language is the cornerstone of an advertising message. Language plays a role in every speech, one of which is advertising on youtube or online media, which advertisers use the language as one of the communication tools to convey information in selling products. Through the online media the producers are able to convey information about the products being advertised. Instead the community can also get the information as desired. The purpose of this study is to describe the type of act of speech illocution. In addition to describing the type of speech acts, this study also aims to describe the application of principles of cooperation and irregularities in ad copy on youtube. The data collection stage using the method refer and the method of record. The population is coffee ads contained in online media or youtube from 2014-2017 as many as 24 ads coffee. Of the 24 ads were sampled as many as 16 random coffee ads. Phase data analysis using pragmatic study by looking at the sentence sentence on coffee advertisement, then analyzed by using speech act theory and cooperation principle. The results of the research that youtube coffee advertisements (online media) contain acts of assertive assertiveness category illumination, promising and commissive directive which is promising. Implementation of the principle of cooperation created by advertisers in coffee advertisements on youtube is to provide an information about coffee products clearly and easily understood by the audience or potential buyers. The language used in coffee advertisements on youtube leads to a variety of informal forms and includes the creative variety of business and literary variety. The purpose and objective of the ad copy of coffee on youtube is to attract the attention of the audience or potential buyers to be interested in the advertised coffee products. Keywords: Language, advertising, act of speech illocution, principles of cooperation, advertising coffee on youtube (online media)