Deixis Used on Business Brochures Text : A Pragmatics Study

Deixis is one of which takes some elements of its meaning from the situation, such as person, place, time, discourse and social. Deixis is an important of language study in which English as a foreign language. Deixis refers to the phenomenon where in understanding the meaning of certain words and phrases in an utterance requires contextual information. This is a descriptive qualitative research; data are brochures taken randomly from launching products, in March 2014. There are 32 brochures that were analyzed. The result of the analysis of the research is that there are 5 types of deixis used on business brochures text; 16.33% used Person Deixis, 5.71% used Location/spatial Deixis, 5.31% used Temporal Deixis, 63.27% used Discourse Deixis, and 9.39% used Social Deixis. Discourse Deixis is the most dominantly used in business brochures text. Discourse deixis, refers to a text deixis, which is the use of expressions within an utterance use in written language. It contains reason, description, background, and sophisticate technology explanation. The goal of preparing business brochures is to give clear description, detail of the product, the specimen, and the new technology. Writers draw a conclusion that if the brochures are for inexpensive product, person deixis is mostly used; on the contrary if the product is expensive they use discourse deixis with more explanation and description.

Brochure is a piece of paper containing specific written text which informs about a product, institution, or an event of seminar or conferences, or might be about offering services or goods, mostly used for a launching of products.
How deixis used in the text written on the brochures is interesting to study.The brochures about education, house marketing, cars etc. are going to be analyzed as the data.
The analysis of the deixis in this research is based on the pragmatics study using Cruse's theory about Deixis.There are so many brochures text, but only 32 brochures' text of launching products is analyzed as the data.
The research questions are: what types of deixis are used in business brochures text?And what types of deixis is dominantly used in business brochures text?
This research is expected to be useful for the readers or students of English Department to enrich their knowledge about deixis, provide better and clearer understanding of deixis, and also for a researcher to do further research on deixis.

Pragmatics
Pragmatics is a sub discipline of linguistics developed from different linguistics, philosophical and sociological traditions, which studies the relationship between natural language expressions and their uses in specific situation.Levinson (1985, p. 27) says that "pragmatics is study of deixis (at least in part), implicative, presupposition, speech acts, and aspect of discourse structure.Yule (1996, p. 3) states that pragmatics is concerned with the study of meaning as communicated by speaker (writer) and interpreted by listener (reader).It has consequently more to do with the analysis of what people mean by their utterances than what the words or phrases in those utterances might mean by themselves.According to Fasold & Linton, pragmatics concerns both the relationship between context of use and sentence meaning, and relationship among sentence meaning, context of use, and speaker's meaning.
Pragmatics is concerned with the study of meaning as communicated by speaker (writer) and interpreted by listener (to reader).Pragmatics is the study of deixis, implicature, presupposition, speech act, and aspect of discourse structure.

Deixis
Deixis means "pointing" or "showing" in Greek.Deixis is an important field of language study in its own right and very important for learners of second language.Deixis relates to demonstratives, first and second pronouns, tense, specific time and place adverbs like now and here, and a variety of other grammatical features which tied directly to circumstance of utterance.
According to Purwo (1983, p. 31) deixis concerns particular referent at a given point in the discourse, their recoverability status, their location relative to the speaker.Essentially deixis concerns the way in which languages encode or grammatical features of the context of utterance or speech even, which the interpretation of utterances depends on the analysis of the context utterances.Yule (1997, p. 9), stresses that deixis is clearly a form of referring that is tied to the speaker's context, with the most basic distinction between deictic expression being 'near speaker' versus 'away from speaker'.In English, the 'near speaker' or proximal terms are "this", "here".The 'away from speaker' or distal terms are "that", "there".When you notice a strange object and ask, "what is that?", you are using deitic expression 'that' to indicate something in the immediate context.From the explanation above the writer can conclude that deixis is the study how to analyze word or phrase which directly relates to a person, time, place, social and discourse.It concerns with the encoding of many different aspects of circumstances in which the utterance and the relationship between the structure of language and context are being used.Deixis is also the study about how to encode or grammatically feature the context of the utterance or speech event, and how to interpret utterances depending on analysis of the context.

1) Person Deixis
Person deixis concerns the encoding of the role the participant in the speech even in which the utterance in the question is delivered.Person deixis is related directly to grammatical categories of person.According to Cruse (2000, p. 319), person deixis involves basically the speaker, known as the first person, the addressee, known as the second person, and other significant participants in the speech situation, neither speaker nor hearer, known as third person.
Familiar ways of which such participant roles are encoded in language are of course the pronouns and their associated agreements.And the personal pronoun refers to: First person deixis is deictic that refers to the speaker or both the speaker and referents grouped with the speaker.Second person deixis is deictic to a person or persons identified as addressee.The person spoken to, called the second person.Third person deixis is deictic to a referentnot identified as the speaker or addressee.The person or things being spoken to, called the third person.The basic grammatical distinctions here are the categories of the first, the second and the third person.If we were producing a componential analysis of proximal systems, the features that we seem to need for the known systems would crucially include: So, from the explanation above the writer can conclude that person deixis is the study how to encode of the role the participant in which the utterance in the question is delivered.Person deixis can be reflected directly in the grammatical categories of the person, It may be argued that we need to develop an independent pragmatics framework of possible participant roles so that we can then see how, and what extent, these roles are grammaticalized in different languages.
2) Spatial Deixis Levinson (1985, p. 79) says that, the expression of place deixis requires contextual information about the place of the utterance.Place or space deixis concerns the specification of locations relative to anchorage points in the speech events.According to Yule (1996, p. 12), considering spatial deixis, it is the important to remember that location from the speaker's perspective that can be fixed mentally as well as physically.
Place deixis, also known as space deixis, concerns itself with the spatial locations relevant to an utterance.Place deixis has the locations that may be either those of the speaker and addressee or those of persons or objects being referred to.The most salient English examples are the adverbs "here" and "there" and the demonstratives "this" and "that"-although those are far from being the only deictic words.
There are though some pure place deixis words notably in English, the adverb of place here and there and demonstrative pronoun this and that.The importance of location specification in general can be gauged from the fact that they seem to be the basic ways of referring object, such as: -By describing or manning them on the one hand -By locating them on the other hand Location can be specified relative to other objects or fixed reference points.Unless otherwise specified, place deictic terms are generally understood to be relative to the location of the speaker, as in: - The shop is across the street -The campus is one hundred meters from the market.
-That school is too near for me but not for her.
The adverbs here and there are often through a simple contrast on proximal distal dimension, stretching away from the speakers location as in: -Give that here and take this there.
-How are thing there?-I enjoy living in this city.
-Here is where we will place the statue.
-She was sitting over there The demonstrative pronouns are perhaps more clearly organized in a straight forward proximal distal dimension, whereby this can mean the object in a pragmatically given area closed to the speaker location.The expression of places deixis requires contextual information about the place of the utterance, as show by the examples: here, that place, this city, there, this park.
From the explanation above the writer can conclude that place deixis is the study how to encode the expression of place deixis requires contextual information about the place of the utterance.While place deixis can mean the object in a pragmatically given area closed to the speaker location.Spatial deixis is a speaker's ability to project themselves into locations.

3) Temporal Deixis
According to Levinson (1983, p. 62), time deixis concerns the encoding of temporal points and spans relative to the time at which the utterance was spoken (or a written message inscribed).According to Cruse (2000, p. 321) temporal deixis functions to locate points or intervals on the time deixis, using (ultimately) the moment of utterance as a reference point.
Time deixis is reference to time relative to a temporal reference point.Typically, this point is the moment of utterance.There are thus there major divisions of the time deixis: 1) before the moment of utterance, 2) at the time utterance, 3) after the time utterance.The most basic temporal deixis in English are now and then.
The systems of reckoning and measuring time in most languages seem to be the natural and prominent styles of day and night, last months, seasons and years.Temporal deixis depends heavily on calendar nation, if we understand the terms to subsume both clock and calendar.It also depends heavily on calendar.For instance, today, yesterday and tomorrow, designate, respectively, 'the period of 24 hours beginning at 12 o'clock midnight which includes the time of utterance'.
Some examples of temporal deixis can be seen as following: -I'm now working in production house.
-I will see you on Thursday.
-He is hit the other group with a baseball bat yesterday.
-Back in an hour.
-She will came back from her training Tomorrow.
-It is raining out now, but I hope when you read this it will be sunny.
From the explanation above the writer can conclude the time deixis is the study of encoding temporal points and spans relative to the time at which the utterance was spoken (or a written message inscribed).Temporal deixis depends on clock or calendar for examples: today, yesterday and tomorrow, designate, respectively.Usually temporal deixis always uses the tenses (past, present or future).Temporal deixis functions to locate points or intervals, using (ultimately) the moment of utterance as a reference point.

4) Discourse Deixis
Discourse deixis, also referred to as text deixis, refers to the use of expressions within an utterance.Discourse deixis also refers to a portion of a discourse relative to the speaker's current location in the discourse.
According to Levinson (1986, p. 62), discourse deixis has to do with the encoding of reference to portions of unfolding discourse in which the utterance to refer to some portion of the discourse that contains that utterances (which including utterances itself).We may also include in discourse deixis a number further ways in which in utterance signal is relation to surrounding text.Person deixis may also include in discourse deixis a number of other ways in which an utterance signals its relation to surrounding text utterance initial to indicate that the utterance that contains it is not addressee to the immediately preceding discourse.
Thus this can be used refer to a forthcoming portion of the discourse.Instances of discourse are the use of that and this in the following: 1) Look at that!It will make you happy.
2) That was a funniest movie.
3) Use of this to refer to a story one is about to tell in: 4) I bet you haven't heard this story.
5) Use of this in a creaky-voiced utterance of: 6) This is what phoneticians call a creaky voice.
Thus 'this' can be used to refer to a forthcoming of the discourse, and 'that' to a precise portion.The rule of thumb to distinguish the two phenomena is as follows: when an expression refers to another linguistic expression or a piece of discourse, it is discourse deictic; when that expression refers to the same item, it is a prior linguistic expression.Theory of discourse deixis will resolve the well-known paradox associated with sentences and indeed with token reflexivity in general.

5) Social Deixis
According to Cruse (2000, p. 322), social deixis is exemplified by certain uses of the so-called TV pronoun in many languages.There are two basic kinds of social deixis: (i) absolute social deixis, and (ii) relational social deixis.
1) Absolute Social Deixis refers to some social characteristics of a referent (especially person) apart from any relative of referents.Often absolute social deixis is expressed in certain forms of address.The form of address will include no comparison of the ranking of the speaker and addressee; there will be only a simple reference to the absolute status of the addressee.
Examples: -My President -Your honor 2) Relational Social deixis refers to social relationship between the speaker and addressee, by stander, or other referent in the extralinguistics context. Examples: -Distinction between the French second person pronouns.
-Speech levels of southeast, Asian language that depend on relation on the relative status of the speaker and addressee.
There are two basic kinds of social deixis that seem to be encoded in languages around the world, relational and absolute.The relational variety is the most important, and relations that typically get expressed are those between: (1) speaker and referent (2) speaker and addressee (3) speaker and bystander (4) speaker and setting Social deixis is concerned with the grammaticalisation on encoding in language structure, of social information.
The social deixis can be systematically restricted to the study of fact that lies firmly within the scope of structural studies of linguistics system, leaving the study of usage another domain.
From the explanation above the social deixis is the study about the encoding destination that is relative to participant roles, particularly aspect of the social relationship holding between speaker and addressee or speaker or some referent.Social deixis also concerns about the encoding of language and the social of the utterances.

Brochures
Business brochure is the information of business that is delivered in a written text supported in variety of pictures, or symbols.Brochures or flyers are sent to the readers, distributed to readers in society so readers informed about the business, and got the detailed information that being printed in brochures.How deixis is used in the written text on the brochures is interesting to study, and writers find out the characteristic of deixis used in brochures.The brochures that are analyzed as the data, are the brochures that are printed by some companies such as education, cars, houses etc.
In research design the writer used descriptive method with the qualitative approach.Qualitative methods relates to or involve the measurement of quantity amount, it is stated as well.Qualitative research involves analysis of data such as words, examples from interviews, transcripts, pictures, video, recordings, notes, documents, the products, and records of material culture, audio-visual materials and personal experiences materials (such as artifacts, journal and diary information and narratives).Qualitative research involves analysis of numerical data, from either counting or scaling or both.In this research data are written text as found in business brochures.
The data of this research are business texts, written brochures, in this case the data are brochures of some faculties University, some products like cars, houses etc The data collected by doing field research, the writer collected the data from launching product brochures, during February to March 2014.
The data are analyzed in the following procedures: 1. Read and underlined deixis in the business brochures text.
2. Identified the deixis 3. Classified data into their types: person deixis, place deixis, time deixis, social deixis and discourse deixis.N= Amount frequency off all types of deixis 6. Found out the most dominant types of deixis in the business brochures as a result.

Data Analysis
There are several brochures that have been collected and analyzed:     From 32 brochures it is found that in all brochures are found deixis, and in education brochures are found 48 deixis, while in 10 house brochures are found 65 deixis.The most dominantly used discourse deixis.The fact is that brochures used discourse deixis to make the referred to as text deixis, refers to the use of discourse explanation / description of the product, which refer to parts of the discourse that contains the sentences as the explanation itself.There are 5 (educations, houses, cars, motorcycles, and gadget brochures) of 8 types of brochures are analyzed; the most dominantly used is discourse deixis.The following is the analysis.In education brochures, that invitation is addressed to all readers is not written explicitly, and only one time showed, and spatial deixis are addressed by mentioning the location.While some social deixis 37.5% is mentioned by giving some social reason and 52.10% is using discourse deixis.In house brochures that invite people to see, and to buy and offer the buyers some values, mentioning the location/spatial deixis, and temporal deixis when explaining the time and addresses the discourse deixis to explain the facility and the best part of the houses using 56.93% of discourse deixis.While some social deixis 7.69% is mentioned giving some social reason.In car brochures that invite reader in written, to see the car and only one time showed, and deixis when address the duration/time of promotion is offered.While some discourse deixis 94.44% is mentioned by giving some, sophisticate technology, description, specimen of the car is explain by using discourse deixis.In motorcycle brochures that invite reader in written language, to see the new motorcycles.The temporal deixis when address the duration/time of promotion is offered.While some discourse deixis 94.28% is applied by giving some, sophisticate technology, description, specimen of the motorcycle, and this context is explained by using discourse deixis.
The following is the whole recapitulation of gadget deixis used in brochures as follows.In gadget brochures deixis invites reader in written language, by saying come and see.There is a direct communication for the reader to see the new sophisticate technology.Offering the price and lucky dip also uses person deixis and 50% used in gadget brochures.The temporal deixis is also used when the duration/time of promotion is offered.While some discourse deixis 40% is applied by giving some, sophisticate technology, description, specimen of the Samsung / gadget, and this context is explained by using discourse deixis, on the contrary if the product is expensive they use discourse deictic The following is the whole recapitulation of deixis used in brochures as follows.Generally discourse deixis refers to the use of expressions within an utterance use in written language.It refers to parts of the discourse that contains reason, description, background, and technology.
The goal of making business brochures is to inform the reader the new product and all the description of the product, the specimen, the new technology of the product, even supported by pictures, of the product so the product will be well informed to readers.Business brochures will help marketing of the product.
The following is the graph of the deixis in business brochures

Findings
1) The percentage of person deixis used in gadget brochures is 50%, which means that the persuasion is addressed directly to the reader, like invitation, come and see!!, or hurry up!!, see…, get….enjoy…,

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For first person, speaker inclusion -For the second person, addressee inclusion, and -The third person, speaker and addressee inclusion.The third person is quite unlike first and second person, in that does not correspond to any specific participant role.Third person are consequently distal forms in terms of person deixis.Some examples of person deixis can be seen as following: She watched a television.Could you open the door, please!I've lost the pen They are my lovely sister.You are to fasten your seat belts.

Table 2 .
Data analysis

Table 3 .
Recapitulation of deixis as found on brochures

Table 4 .
Recapitulation of deixis as found on education brochures

Table 5 .
Recapitulation of deixis as found on real estate brochures

Table 6 .
Recapitulation of deixis as found on cars brochures

Table 7 .
Recapitulation of deixis as found on motorcycles brochures

Table 8 .
Recapitulation of deixis as found on gadget brochures

Table 9 .
Recapitulation of deixis as found on brochures Person deixisPerson deixis concerns the encoding of the role of the participant in the speech even in which the utterance in the question is delivered Discourse deixis Discourse deixis, also referred to as text deixis, refers to the use of expressions within an utterance to refer to parts of the discourse that contains the utterance including the utterance itself.

Table 10 .
Characteristic of deixis as found on broushures