303 Copyright © 2020 Published by Department of Communication Studies, Faculty of Political and Social Sciences, Universitas Pembangunan Nasional "Veteran" Yogyakarta. This is an open access article under the CC BY license (https://creativecommons.org/licenses/by/4.0/) Jurnal Ilmu Komunikasi P-ISSN 1693-3028; E-ISSN 2407-8220 Accredited Sinta 2 based on the Decree No. 30/E/KPT/2018 Volume 18, No. 3 December 2020, 303-311 DOI: https://doi.org/10.31315/jik.v18i3.3563 Submitted: 24 September 2020, Revised: 22 December 2020, Accepted: 31 December 2020 An Analysis of Speech Functions Realizations on the Electronics and Furniture Billboard Texts Muhammad Hasyimsyah Batubara Department of English, Faculty of Education, State Institute of Islamic Studies Takengon, Indonesia Jalan Yos Sudarso No. 10 Takengon, Aceh Tengah, Aceh 24519, Indonesia Corresponding author: muhammad.hasyimsyahbatubara@gmail.com Abstract This research analyzes the dominant category and to explains the tendency to use the speech functions model in electronics and furniture billboard texts. The research method used descriptive qualitative. Data was collected by applying documentary techniques from 32 commercial electronics and furniture billboard texts (headline, subhead, slogan, and images) in Medan. The results of the research found the four speech functions were used, the statement model was 62.5%, the question model was 3%, the command model was 18.8%, and the ofered model was 15.6%. The statement model is used as the dominant one, in line with the billboard text pattern, where it is assumed to only see the display of billboard text and images with a duration of 5-7 seconds while driving. The substance of this research contributes in the form of new policy recommendations for advertisers to pay attention to speech in advertising communication messages conveyed correctly, precisely, and frmly. Advertisers are directed to pay more attention to the concept of the speech function with an efcient, efective, and hypnotic approach to readers. Keywords: Advertising; Speech Functions Model; Electronics and Furniture Billboard Texts Abstrak Penelitian ini untuk menganalisis kategori dominan dan menjelaskan kecenderungan penggunaan model fungsi ujaran pada teks reklame elektronik dan furniture. Metode penelitian menggunakan deskriptif kualitatif. Data dikumpulkan dengan menerapkan teknik dokumenter dari 32 teks papan iklan elektronik dan furniture di sekitaran kota Medan. Hasil penelitian menemukan menggambarkan empat fungsi ujaran digunakan, model pernyataan sebesar 62,5%, model pertanyaan sebesar 3%, model perintah sebesar 18,8%, dan model penawaran sebesar 15,6%. Model pernyataan digunakan sebagai yang dominan, sejalan dengan pola teks papan reklame, di mana pemirsa diasumsikan hanya melihat tampilan teks dan gambar reklame dengan durasi 5-7 detik ketika mengemudi. Substansi penelitian ini memberikan kontribusi berupa rekomendasi kebijakan baru kepada pelaku periklanan untuk memerhatikan tutur komunikasi dalam periklanan agar pesan komunikasi tersampaikan secara benar, tepat, dan tegas. Para pelaku periklanan diarahkan agar lebih memerhatikan konsep fungsi ujaran dengan pendekatan efsiensi, efektiftiftas, dan mampu menghipnotis pembaca. Kata kunci: Periklanan; Model Fungsi Ujaran; Teks Reklame Elektronik dan Furniture Introduction In the Information and Communication Technologies (ICT) dimension, the ease of obtaining information has touched nearly the community’s habit, thus giving a signifcant impact on the infuence and taste in life choices. Mainly it is viewed from the side of commerce strategy where language functions are used and packaged in various styles to attract, trap the mind, and invite people perceptions. Language has the potential to infuence the way of thinking of people with useful communication concepts so that the purpose of the utterance conveyed by the communicant can reside deep in the listener’s mind. Good communication skills are an essential asset in today’s society, especially in building opportunities to market products. It requires product manufacturers to establish good communication in selling and get positive acceptance from consumers, especially in advertising communication, which aims to market products with advertising packaging that can infuence readers or consumers on a large scale (Shimp, 2003; Cheung & Lee, 2012). Furthermore, many theories can be applied in communication models, such as the interpersonal meaning approach, to conduct marketing communication.