A Pragmatic Analysis of Deixis in Durex Advertisement

Kevin Alfaridzi, (NIM. 5032011028) (2024) A Pragmatic Analysis of Deixis in Durex Advertisement. skripsi thesis, Universitas Bangka Belitung.

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Abstract

This study aims to identify the types deixis by applying Levinson’s theory which is renowned into five types namely: person deixis (first, second, and third person deixis), time deixis, place deixis, social deixis, and discourse deixis. The object of this research is an advertisement entitled “That’s What She Wants” directed by Durex collaborated with VICE Asia because of the object sensitivity which leads to misinterpretation from audiences. The data were taken from the sentences in Durex advertisement. This research applied descriptive qualitative method to analyze deixis that contains in the Durex advertisement sentences. The result showed there are 20 data identified as deixis. Five deixis types are used in the sentences. The most frequently type of deixis used in the Durex advertisement sentences is discourse deixis. Meanwhile, time, place, and social deixis are the least frequently used. Furthermore, deixis also has its own functions, specifically, referential function of deixis refers to specific entities, place, or time, while identificational function of deixis identifies conversation participants, social function of deixis reflects power dynamics, and conversational function of deixis that used to signaling shifts in conversation. Additionally, deixis expressive function conveys emotion that related to the referents in the context. This study showed that there are only 4 functions of deixis used in the sentences, which are referential, identificational, social, and expressive function.

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