Ceska Marie R Apalla, Keeshia Joy S San Juan, Rowanne Marie R Maxilom



This research attempted to identify and analyze the Cebuano-Bisaya radio health commercials using Schegloff’s (2007) framework on pre-sequences with the support of Yule’s (1996) speech act theory. Thirty (30) Cebuano-Bisaya radio health commercials were gathered from two selected radio stations. The results revealed that representatives were the most dominant function in speech acts that reflected in pre-sequences specifically with pre-offers and pre-announcements through  drama  and  testimonial  categories  which  are  often  used  in  medicinal product  commercials.  In  advertising  strategies,  Cebuano-Bisaya  commercials use  Representatives  and  Expressive  as  persuasive  devices  in  addressing  the advertisers’ intended  message  to  the  target  audience.  Also,  Cebuano-Bisaya commercials used Representatives and Expressive as an appeal to suggest an intention for the listener to buy advertised products.

Keywords: Cebuano, commercial, health, pre-sequences, radio, speech acts

Full Text:



Allan, D. (2006). Effects of popular music in advertising on attention and memory. Journal of

advertising research, 46. 4, 434-444. Retrieved from a4eb72ac56e918eb %40sessionmgr4002 &vid =6&hid=4110.

Ariosa, M. C. (2011). Collocation and speech acts in green advertisements (Published master thesis). University of San Carlos, Cebu, Philippines.

Bernsten, S. G. (2002). Using conversation analysis to evaluate pre-sequences in invitation, offer and request dialogues in ESL textbooks (Master thesis, University of Illinois). Retrieved August 23, 2014, from fulltext/ED469206.pdf

Book, A. et al. (1996). The Radio and Television Commercial. Third Edition. NTC Business


Dayag, D. (2008). The discourse of print advertising in the Philippines: Generic structures


linguistic features. Proceedings of the 22nd Pacific Asia conference on language, information

and computation.

Erhun & Erhun (2002).The qualitative impact of broadcast media advertisement on the perception of medicines in Nigeria. Journal Of Consumer Behaviour [serial online]. September 2003;3(1):8-19. Available from: Business Source Complete, Ipswich, MA. Accessed August 23, 2014

Guga-Cotea, A. (2013). Speech acts in English advertisements. Analele Universitatii.

Retrieved August 20, 2014, from

Gupta, V. (2013). Ad. Jingles: Brand recall. SCMS journal of Indian management, 10.2,

- 89. Retrieved August 20, 2014, from pdfviewer?sid=65477f0d-9ec0-46f4-92a6-41076e1a25e1%40sessionmgr4003&vi d=1&hid=4110.

KAS Democracy (2008). Philippines. Retrieved last October 16, 2014



p h i l l i p p i n e s p d f & e i = a f J B V P X w I 6 O x m A W d 3 Y K 4


dGK1RzP_Yw&bvm=bv.77648437, d.dGY

Lerner, G. (ed.) (2004). Conversation analysis: Studies from the first generation, 125.

Amsterdam/Philadelphia: John Benjamins Publishing Co.

Liddicoat, A. J. (2007). Adjacency pairs and preference organization. An introduction to

conversation analysis (pp. 105-124). London: Continuum Publisher.

Liddicoat, A. J. (2007). Expanding sequences. An introduction to conversation analysis

(pp. 125-143). London: Continuum Publisher.

Magsaysay, M.L. (1984). Descritptive analysis of advertising trends in jingles, advertising

copy and visual technique in television commercials. UP Cebu.

Mcleish, R. (1994).Radio production.Third edition.Bath Press. Oxford.

NCH Software (2014). Retrieved on November 13, 2014 from


Olsson, V. & Larsson, A. (2005). Humor in Advertising. Lulea University of Technology.

Retrieved August 20, 2014.

Ray, E. & Donohew, L. (Eds.). (1990). Communication and health: systems and applications.

, 155–159. New Jersey: Lawrence Erlbaum Associates, Inc., Publishers.

Saban, M. (2013). From healthy diet infographics to smokeless device stats.Retrieved last

August 23, 2014 from conscious.

Schegloff, E. A. (2007). Sequence organization in interaction I: A primer in conversation analysis. Cambridge: Cambridge University Press.

Schegloff, E. A. (1988b). On an actual virtual servo-mechanism for guessing bad news: A

single-case conjecture. Social problems, 35, (4) 442-57.

Schmidt, R. and Kess, J. (n.y).Persuasive Language in Advertising and Televangelism.

University of Victoria. Retrieved last December 28, 2014 from

index.php/WP LC/article/viewFile/5499/2107.

Sidnell, J. (2010). Sequence. Conversation analysis: An introduction (pp. 95-109). United

Kingdom: A John Wiley & Sons, Ltd., Publication.

Šliburytė, L & Klimavičius, M. (2012). Humor appeal in advertising: How to use effectively.

Economics and management, 17 (3), 1115-1124.

Shimp,T.,Wood,S.,&Smarandescu,L.(2007).Self-generatedadvertisements:Testimonialsand the perils of consumer exaggeration. Journal of advertising research, 47(4), 453-

Retrievedfrom f21b-44e4-91c8- 444abbce769f%40sessionmgr4003&vid=1&hid=4110.

Swandayani, A. I. (2011). A study on the pre-sequences and politeness strategies of making requests in the conversations between transgenders to their guests (Master thesis, Unika Soegijapranata, Indonesia). Retrieved on August 20, 2014 from http://eprints. /491/

Tejal P., et al. (2013). Cosmetics and health: usage, perceptions and awareness. Bangladesh journal of medical science, 12, 393-394.

The Nielsen Company (2014). Retrieved October 15, 2014, from http://www.nielsen.

com/us/en/solutions/measurement/ audience.htm

Thompson, E. & Yeboah, A. (2013). Health information from elite to popular media: are

Ghanaian media creating more space for health information/education? Critical Arts,

(3), 370 & 16. Retrieved last September 3, 2015 from


U%3d#db=edsglr&AN=ed sgcl.341557552.

Vilariño, M. (1996). The discourse of radio commercials and the function of persuasion.

Some Sundry Wits Gathered Together, 197-204. Retrieved last January 3, 2015 from

Warner, C. (2009). Media selling: television, print, internet, radio.

Williams, H., et. al (2012). Hazard of household cleaning products: A study undertaken by

the UK National Poisons Information Service. Clinical Toxicology (15563650), 50(8),

-775. doi:10.3109/15563650.2012.709936

Yule, G. (1996). Pragmatics. Oxford: Oxford University press.

Article Metrics

Abstract view(s): 605 time(s)
PDF: 331 time(s)


  • There are currently no refbacks.