English Language Functions Used for Copywriting in Instagram Accounts of Hotel Industry in Solo Area

Abstract

The purposes of this research are to identify the functions of the English language
contained in Instagram copywriting in the hotel industry in the Solo area and to analyze
the dominant function found in that copywriting. This research employed qualitative
methods, particularly in the Simak Bebas Libat Cakap technique for the data collection
process. Copywriting data was analyzed by Geoffrey Leech’s five functions of language.
The findings show that five language functions appear in copywriting text including
informational, directive, phatic, aesthetic, and expressive functions. The informational
function dominantly appears in the copywriting texts. The pattern is mostly to give
information about the hotel’s products, services, special offers, and facilities. It implies
that English copywriting in Instagram accounts of 3-star hotels in the Solo area is used
for brand awareness.