November 2016 Vol.4 No.11

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Khalik LA
Supatmiwati D

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Original Research Article

Politeness strategies as persuasive tool used in Lombok commercial magazines

Lalu Abdul Khalik^* and Diah Supatmiwati

STIBA Bumigora Mataram, NTB-Indonesia 83121

*Corresponding Author’s E-mail: khalik.laluabdul@yahoo.com
Tel.: 6281355808045

Accepted May 15, 2016

Abstract

This research aims to illuminate the pragmatic function of politeness in the world of advertising. Politeness theory by Brown and Levinson (1987) in the form of taxonomy is known to be one of the most important factors for a successful communication and persuasive instrument. A corpus of 91 advertisements both in English and Indonesian were collected from some magazines. Each advertisement was then analyzed in term of category and sub-category of politeness strategy in the two languages. From the research, it was found out that the use of politeness strategies, based on the Brown and Levinson’s taxonomy, indicated that English ads exploit more on Off-record, Bald-on Record, and Positive Face strategies, while Indonesian ads tend to use Negative politeness strategy.

Keywords: Advertisement, Lombok tourism spots, persuasive tool, politeness strategy