1 st English Language and Literature International Conference (ELLiC) PERSON PRONOUN DEIXIS IN INDONESIAN CELLULAR OPERATORS ADVERTISEMENTS Represent the Participants? Ningrum Novitasari 1) , Yulia Mutmainnah 2) , Yunita Nugraheni 3) Universitas Muhammadiyah Semarang Indonesia ningrumnovitasari@gmail.com Abstracts This qualitative descriptive research uses non participatory observation method with Telkomsel and Indosat cellular operator advertisements as the objects. There are three types of person pronoun deixis: first, second and third person pronoun deixis which are consist of 14 deixis, namely: ku, aku, aku, gue, kita, kami, mu, kamu, kamu, loe, kamu, bang, dia, dan mereka. The most commonly person pronoun deixis used in Telkomsel and Indosat advertisements is "aku". In addition, it was found that the person pronoun deixis in the Telkomsel advertisement varied more than it is in Indosat advertisements. The use of each personal pronoun deixis depends on the close of participants, situation (formal or less formal), and who the participant itself. Keywords: advertisement, Telkomsel, Indosat, person pronoun deixis Introduction Language as its function as the way to communicate in language society is also be used in advertisements to deliver the message of a company to promote their product. Advertising is a means of communication with the users of a product or service (The Economic Times). Graphical, textual, verbal or sound communication tools are used in both advertising and marketing in order to construct messages that lead to consumption of products and services that are offered. In communication, deixis has many functions. Its term implies to the use of expressions in which the meaning can be traced directly to features of the act of utterance, when and where it takes place, and who is involved as speaker and as addressee (Nordguist, 2017). Kinds of personal pronoun deixis in Indonesian language can be found in Indonesian cellular operators advertisements such as saya (I), gue (I), aku (I), kamu (You), elo (You), and many others. The different way to use the personal pronoun deixis in Indonesian language depends on the context of the speaker. The choice of personal pronoun deixis used in the advertisement is important because it will show who the audience of its advertisement. Hymes (1974) in Chaer and Agustina (2004: 48) stated that participant is the present and the roles of people and the relationship between one participant and the other participants. Therefore, the participants in the advertisement are influence the use of personal pronoun deixis. The telecommunications sector in Indonesia has started a phase of development after quite a long period of uncertainty. Today, Indonesia has started to embrace broadband, and some of its telecommunications companies are among the most important ones in the world (Mark, 2013). As mention on Poztmo Media (2013), Telkomsel and Indosat are the two biggest cellular operators in Indonesia. Telkomsel has 109 million customers and Indosat has 52 million customers in 2012. Telkomsel has 3 products, they are Kartu Halo, Simpati and As. On the other hand, Indosat also has 3 products, namely Matrix, Mentari and Im3. Those products have different segmentation which makes the producers ELECTRONIC ISSN: 2579-7263 CD-ROM ISSN: 2579-7549 320