IMPLICATURE ANALYSIS ON CIGARETTE ADVERTISEMENT SLOGANS
AbstractMutmainnah. 2013. Implicature Analysis on Cigarette Advertisement Slogans.Â Study Program of English, Department of Languages and Literature, Faculty ofÂ Cultural Studies, Â Universitas Â Brawijaya. Supervisor: Â Endang Â Sasanti; Co-supervisor: Istiqomah Wulandari.Â Â Kata Kunci: Implicature, cigarette advertisement slogans.Â Some advertisements cannot show the products to persuade peopleÂ because the government forbids the advertisement to show or mention the objectsÂ of the products. In Indonesia there are three products which have to conform withÂ this regulation, they are alcohol, condom, and cigarette. So, this makes theÂ companies create the slogans of the products more creative than others. Therefore,Â they are interesting to be used as data for this research because they have a lot ofÂ implicit meanings. In this study, the problem of the study proposed is what are theÂ intended meanings behind the cigarette advertisement slogans?.Â This research uses Griceâ€™s conversational implicature Â theory to conductÂ the research. This study uses qualitative approach in relation to the use of clearÂ and systematic description about the phenomena being studied. Descriptive studyÂ in textual analysis is applied in this study to analyze Â the cigarette advertisementÂ slogans. The data are downloaded from the internet and selected from ten cigaretteÂ advertisements that appear on television most frequently. The collected data areÂ then analyzed in terms of the message conveyed in the generalized andÂ particularized implicature of cigarette advertisement slogans.Â In this research, the researcher found all Â generalized and particularizedÂ implicature of the data. The researcher also found most of the intended meaningsÂ of the cigarette slogans contain Â persuasion words to attract the consumers, aÂ message for people or the consumers, and also an encouragement word. AlsoÂ there are some companies trying to give information for the consumers that theÂ products are changed such as in the size or the taste. In conclusion, all theÂ cigarette companies have different styles of making the slogans to attract theÂ consumers to buy the products.Â The researcher suggests the next researchers who want to conduct a similarÂ research to understand more Â about Â implicature, Â not only in conversationalÂ implicature but also in conventional implicature and flouting maxim, they can alsoÂ use another theory to make the study more complete like Relevance Theory byÂ Sperber and Wilson. It is expected Â that their study can Â be more Â complete Â andÂ understandable.
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