LANGUAGE FUNCTIONS USED IN ENGLISH INSTAGRAM COPYWRITING OF THE ALANA HOTEL & CONVENTION CENTER SOLO

Nawangsih Edynna Putri; Kinanti Dharma Abdi Kinasih

Nawangsih Edynna Putri Politeknik Indonusa Surakarta
Kinanti Dharma Abdi Kinasih Politeknik Indonusa Surakarta

Keywords: language function, copywriting, hotel marketing, social media

Abstract

Language has various functions in communication, both spoken and written. The use of language is very crucial in the digital era along with the development of social media, especially Instagram because Instagram requires copywriting or writing techniques so that messages can be conveyed properly. The purpose of this study was to analyze the function of language used in the copywriting of The Alana Hotel & Convention Center Solo's Instagram account. This research was employed in qualitative research with library research method. The theory of the five functions of language from Geoffrey Leech was used to analyze the sentences used in writing Instagram captions. The language functions include informative, directive, phatic, expressive, and aesthetic functions. The data was taken from the Instagram captions of The Alana Hotel & Convention Center Solo during the last one month, December 2022. The results showed that the directive and phatic functions were the dominant functions in writing Instagram captions. This shows that Instagram is used as social roles, which are marketing and communication media with consumers, through the sentences in the Instagram caption.