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All Journal Diglosia Al Mi’yar: Jurnal Ilmiah Pembelajaran Bahasa Arab dan Kebahasaaraban Jurnal Sasindo Unpam Alibbaa': Jurnal Pendidikan Bahasa Arab LETS: Journal of Linguistics and English Teaching Studies PENGABDIAN SOSIAL KOMMAS: Jurnal Pengabdian Kepada Masyarakat Tensile : Jurnal Pengabdian Kepada Masyarakat Akhlak: Jurnal Pendidikan Agama Islam Dan Filsafat
Zamzam Nurhuda
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Education Energy Engineering Languange, Linguistic, Communication & Media Social Sciences Transportation Other

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Advertising Language as a Constructive Force in Shaping Consumer Perceptions and Actions: A Pragmatic Approach Zamzam Nurhuda; Mubarok, Yasir
LETS: Journal of Linguistics and English Teaching Studies Vol. 7 No. 2 (2026): LETS: Journal of Linguistics and English Teaching Studies
Publisher : STAIN Majene

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46870/lets.v7i2.2061

Abstract

The widespread use of online loan services in Indonesia has intensified competition in promotional strategies, particularly through digital advertising. In this context, advertising language functions not only as a medium for conveying information but also as a persuasive intrument that frames the reality of financial services and influences audience attitudes and potential actions. This study aims to identify the types of speech acts employed in online loan advertisements and to analyze the illocutionary functions and potential perlocutionary effects of promotional utterances based on Searle’s speech act classification. A descriptive qualitative design with a pragmatic approach was employed. The data consist of utterances drawn from six advertisements of AdaKami online loan service, collected through observation and note-taking techniques. The results reveal that four types of illocutionary speech acts are present, namely representative, directive, expressive, and commissive. Representative and directive speech acts are the most dominant , functioning to frame service claims while encouraging the audience to take certain actions. Expressive and commissive speech acts complement the overal persuasive strategy by reinforcing emotional dimensions and conveyingimplicit commitments. These findings demonstrate that speech act theory is both relevant and applicable in analysis of digital online loan advertising discourse. Linguistically, the results illuminate how advertising language is strategically deployed to cultivate trust and a sense of urgency. Socially, the findings provide a critical understanding of the role of advertising language in shaping consumer perceptions and financial decision-making in Indonesia’s digital lending landscape.
Co-Authors Achmad Satori bila, Salsabila Ramli Budiono, Taat Darsita Suparno Dewi Yanti Fenny Rahma Dania Kaula Fahmi Mauidlotun Nisa MauidlotunNisa’ Novi Sri Purwaningsih Puspasari, Fitri Puspitasari Puspitasari Riantika Zahara Sugiyarto S.Pd. M.Hum. Sugiyarto Sugiyarto Sugiyo Sugiyo Thea Umbara Tuti Tuti Ulil Abshar UlilAbshar Yasir Mubarok