An analysis of language function in maybelline advertisements recent

This study investigates language functions used in Maybelline advertisements. The objectives of the study are to find the kinds of language function used in Maybelline advertisement, and also to describe the contexts of language functions that used in Maybelline advertisements. It is a descriptive qualitative approach.
The researcher used Roman Jakobson theory in this research. The data were collected from the utterances of Maybelline advertisements. The researcher limits the data on 20 advertisements. The procedure of data collection are collecting data related on utterances of Maybelline advertisements, reading script, identifying the data, then analyzing each their utterances.
Among 177 Utterances in the videos, the researcher found five language functions are the first mostly used is referential function, the second mostly used is poetic function, the third mostly used is conative function, the fourth is phatic function, the fifth emotive function, and not found metalingual function in Maybelline advertisements. The context of referential function are to give information about the product and the fact about the formula of the product. Poetic function is to make artistic nature like used rhyme, personifikasion and all of the Maybelline advertisements in this case used slogan. Conative function in Maybelline advertisements is to persuade the addressee to buy the product. Phatic function in Maybelline advertisements is to pay addressees’s attention. Emotive function in Maybelline advertisements is express addresser emotions or feelings.