INVESTIGATION OF SPEECH ACTS IN ADVERTISING ON TIKTOK AND ITS INFLUENCE ON CONSUMER BEHAVIOR: A PRAGMATIC STUDY

Abstract

This study aims to investigate the forms of locution, illocution, and perlocution speech in TikTok ads and their influence on consumer responses and behaviors. Using a qualitative approach with pragmatic content analysis methods, this study analyzed three video ads from beauty and personal care products—handbodies, makeup, and toothpaste—as well as user comments on TikTok as secondary data. Data was collected through video content documentation and screenshots of comments, then analyzed based on J.L. Austin's speech theory of action. The results of the study show that each ad uses an effective linguistic and multimodal strategy in conveying a persuasive message. The act of locution functions as a conveyor of product information, the act of illocution contains an invitation and the formation of a brand image, while the act of locution can be seen from the appearance of real responses such as trust, buying interest, and positive testimonials in the comment column. This study concludes that speech in TikTok ads has an important role in shaping consumer perception and encouraging consumptive behavior, making language a strategic tool in digital marketing communication.