Main Article Content
This research aims to describe directive speech act demanding what is used in the conversations between characters in the film Capciptop! as a form of product Sambal ABC promotion. This research is a descriptive qualitative type. The data of this research are in the form of sentences from dialogues between characters in the short film Capciptop! which contains a directive utterance demanding. The data source of this research is the short film Capciptop! taken from YouTube. The method of providing data is done by referring to the record and note techniques. The method of data analysis is done by the distribution method and pragmatic match method. The results of data analysis are presented by informal methods. Based on the results of data analysis, it was concluded that the directive speech act demanding found in the short film Capciptop! divided into two based on the context of the speaker and the speech partner. First, directive speech act demanding between mothers that shows the relative power because of the similarity of age and cultural background between the speech participants. Second, directive speech act demanding between parents and young children that shows the rating power because of the age difference between speech participants.