An Analysis of Sentence Types in AQUA’s “BijakBerplastik Hari Wayang Nasional” Enviromental Video Campaign. English Department. Institut Bisnis Nusantara

Abstract

Language plays a significant role in the effectiveness of environmental campaigns by conveying information and encouraging public participation through persuasive communication. Although previous studies have examined sentence types in advertising and other media, limited attention has been given to their communicative functions in environmental video campaigns, particularly within the Indonesian context. This study aims to identify the sentence types employed in AQUA’s “#BijakBerplastik Hari Wayang Nasional” environmental video campaign and to analyze their communicative functions in delivering persuasive environmental messages. This study employed a descriptive qualitative research design. The data consisted of spoken utterances taken from the official campaign video and were collected through document analysis. The utterances were classified into sentence types and subsequently analyzed to identify their communicative functions. The findings reveal that the campaign employs only two sentence types: 11 declarative sentences (73.3%) and 4 imperative sentences (26.7%), while interrogative and exclamatory sentences are absent. Declarative sentences primarily function to provide information, explain environmental issues, and build audience awareness, whereas imperative sentences encourage audiences to adopt environmentally responsible behaviour through invitations and persuasive appeals. The findings demonstrate that grammatical sentence types contribute to the effectiveness of persuasive environmental communication by balancing information delivery with behavioural encouragement. The study also extends the application of sentence type analysis to an Indonesian environmental advertising campaign and provides a useful reference for future research on advertising discourse and environmental campaigns