There are numerous methods of communication that speakers use to transfer the messages to the public as long as information about getting what they expected. However, the ways of designing communications determine the effectiveness of speakers in delivering their speech to the public (Sercu, Bandura, & Dkk, 2005). More than it, communication is formed of language because language is a tool of communication in delivering the messages. So, the language becomes the important requirement in communication as stated by (Sapir, 1921) that language is a purely human and non-instinctive method of communicating ideas, emotions, and desires by means of a system of voluntarily produced symbols. Besides, language can influence thought not only through the things which it is possible to express but also through the particular structures utilized given the choices available in a language. It means that the linguistic form used to present events through the digital media and other social institutions, indeed influence the way that these events are perceived by the recipients of these communications.
Lately, there are a lot of charity lovers who occupy the side of the highway or on the edge of a country road. The activity of the charity requester in Bangkalan area is quite a lot from year to year. The purpose of the activities of these charities is to earn money that is mostly used for development costs such as mosques, foundation buildings, orphanages and other social purposes. One reason is the lack of finance for the needs of development costs. These charity advocates are conducted directly on the sides of highways near urban areas by using the language to influence the society pass on the road. According to (Perloff, 2002), persuasion message is traveling faster than ever before when it’s used in advertising, public service announcements, and Internet banner ads. Seeing the people who because it is a lot in the streets of people who give money as their charity contribution, then the street charity collector who is on the side of the highway took the initiative to read the opportunity.
The persuasive language style used by the street charity collector of the roadside in Bangkalan areas has different varieties from place to place. It makes the language used by them also has difference influence. Besides, the kind of style of persuasion language used also has different effects. As from the results of money earned per day have different income. The approach used by the charity advocates here also has a difference, because some use loudspeaker, sound systems, and some use megaphones, but some others do not use loudspeakers. As stated by (Remley, 2017) that one’s perception of a speaker can be affected by the various ways used to deliver the message, whether in person or via some technological medium. It means that the speaker may use some tools to communicate the messages. The language used actually should contain the persuasive meaning when delivering the speech in order that the society is motivated to listen and respond to them and get what they expect, that is getting the money. Below is the example of street charity collector’s expressions in Madurese language:
“Toreh pagegger pagegger ontalagin tretan, ontalaghi pola mi’ bedeh. Mator sakalangkong se benya’ ghi, mandher egentennah rejekeh se lebi rajah sareng gusthi Allah. Amal Panjenengan egebey amal de’ pembangunan masjid Nurussadlili”
Spoken by Mr. Shodik, one of street charity collectors in Gudang Kapok, Paduringan village Burneh.
A study by (Altikriti, 2016) department of English, faculty of arts, Alzaytoonah University of Jordan, Jordan on “persuasive speech acts in Barack Obama’s inaugural speeches (2009, 2013) and The Last State of the Union Address (2016) has shown that Obama has, directly and indirectly, influenced the audience via using various speech acts where in some cases more than one illocutionary act is found in one utterance. Although the time frame of the three selected presidential speeches of Obama differed (2009, 2013 & 2016), and eventually several existing challenges might have been increased and new ones might have been raised, they were all dominated by the provocative and hence assertive speech acts. Therefore, the speech act theory is a very practical and applicable framework in analyzing persuasive speeches and it deals with this research how persuasive language style influence or affect the society.
Another study regarding rhetorical questions on persuasion, linguistic power and persuasion: an analysis of various language style components by (Blankenship, 1992). It was expected that tag questions would instigate message processing when the communication was of low relevance to the individual, but that they would disrupt message processing when the communication was of high relevance. The use of tag questions did not interact with argument quality in affecting participants’ attitudes toward the proposal or cognitive responses, a finding that is contrary to rhetorical questions. There are two weaknesses of this study, first this study there was no a priori distinction between participants’ cognitive response directed toward the message versus the speaker. The second there is a little conclusive evidence regarding the effect the tag questions on persuasion and even failed to replicate the finding of the previous research study on impression formation.
From the previous study above, the persuasive language in study of (Altikriti, 2016) stated that persuasive speech acts in Barack Obama’s inaugural speeches (2009, 2013) has, directly and indirectly, influenced the audience via using various speech acts where in some cases more than one illocutionary act is found in one utterance. While the study of (Blankenship, 1992) on rhetorical questions on persuasion did not interact with argument quality in affecting participants’ attitudes toward the proposal or cognitive responses, a finding that is contrary to rhetorical questions.
Expression in which selected limitations should be effective, as in metaphorical communication, also purpose in related ways. Thus, if a speaker communicates of how a community can feel influenced, he has not only used a selected expressions to be perceived by the community, but he also effects the audience to catch an appropriate meaning from the expression. As stated by (Grinder, 1920) that complex process of communication by which one individual or group elicits (intentionally or unintentionally by nonverbal or verbal means a specific response from another individual or group.
Persuasive language has an important role in the human who uses it well especially in communication. In human communication, language is one of the major tools of thought. In this case, the persuasive language style is used by the street charity collector to get money for their social need such as one important reason is the lack of finance for the needs of development costs. From this phenomenon, the researcher is interested to do this research to see the effectiveness of the kind of language styles used by charity collector in the roadside in three location areas, exactly in Burneh, Tanah Merah and Kokop, in Bangkalan affect to their income and the building development.
Based on the research problem stated above, it’s important for the researcher to investigate the influences of the persuasive language style by stating three main research questions for the finding: 1) What kind of persuasive language styles used by Street Charity collector? 2) How is the effectiveness of the persuasive language styles used by Street Charity collector in Burneh, Tanah Merah, and Kokop that affected to their earning? and 3) Why do they use that expression in collecting the money?. It’s expected that the outcome of this research would directly enhance the development of their building and also provide the important insight for the next researcher in using the persuasive language in the other context.