Persuasive Function in Food and Beverage Service: A Sociolinguistics Approach

Abstract

Language is an arbitrary symbol of sound system, which is used for social interaction, consists of form, meaning, and expression. The study of language (Linguistics) focuses on both aspects of micro and macro linguistics. This current paper belonged to the later, i.e. Sociolinguistics, as it discussed about the use of language in society. Specifically, this study was aimed to identify the use of persuasive functions in the context of Food and Beverage Service. The persuasive function is used for persuading and affecting the hearer (i.e. the customers) to try or buy the products offered. Focusing on the study of English for Tourism and Hospitality (ETH), this paper applied the phenomenology qualitative methods. The data were collected through observation, and analyzed using text analysis. The findings of the paper showed that persuasive functions were represented through micro functions, i.e. 'recommending', 'offering', 'promising', 'suggesting', and 'persuading'.

The Language of Food and Wine Tourism on the Web

“…In these texts, which aim to provide useful and practical information, we would expect the referential function (the most denotative one, related to the content of the message) to be dominant, but this is not always true. The emotive function plays a significant role: words are not only used to describe and inform, but they are designed to call forth positive emotions, to involve and persuade the reader (see Lestari (2019) for a recent and comprehensive review).…”

Languange function found in mulan movie

“…According to Martinez (2015) Language is nothing but human subjects in as much as they speak, say and know. Words are used to describe and inform, as well as to involve and persuade the hearers (Lestari, 2019). The use of language has been helping the human being's life such as to transfer information, feelings, or ideas from one to another person both in spoken and written form.…”