Flouting the Quality Maxim in Baby Milk Slogans Shown on Tv Advertisements
| Main Author: | Setyoko Cahyo Putro; Mahasiswa |
|---|---|
| Format: | PeerReviewed |
| Bahasa: | ind |
| Terbitan: |
, 2013
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| Online Access: |
http://karya-ilmiah.um.ac.id/index.php/sastra-inggris/article/view/27057 |
Daftar Isi:
- ABSTRACT Putro, Setyoko Cahyo. 2013. Flouting The Quality Maxim in Baby Milk Slogans Shown on TV Advertisements. English Department, Faculty of Letters, State University of Malang. Advisor: Dr. Hj. Emalia Iragiliati, M.Pd. Keywords: flouting the quality maxim, implicature, slogan Communication is essential in human life. There are maxims in communication proposed by Grice (1975) that people should observe in order to be cooperative. In fact, they do not always observe the maxims. In advertising, one of the maxims that are frequently flouted is the quality maxim. Grice states that it occurs when the participants in a conversation give literally false information which forces the hearer to look for the implicature. This study will focus on analyzing the flouting quality maxim in baby milk slogans shown on TV advertisements. The research method of this study was qualitative descriptive. The primary data was English baby milk slogans shown on Indonesian TV advertisements which flout the quality maxim. Then, the data are analyzed based on off record strategy of Brown and Levinson (1987) particularly by using metaphors, poetic theory by Jakobson (1960) and reasons for using indirectness by Thomas (1995). The findings of this study show that all of the data, English baby milk slogans shown on Indonesian TV advertisements, flout the quality maxim by using metaphors. Metaphor is given as a motive or way to invoke the poetic quality. The poetic quality exposes the aesthetic appeal of advertisements’ language, then it can be seen from three levels: in the phonological level appears ryme and alliteration; in syntactical level appears parallel structure; in semantic level appears parallel meaning.By doing it, the speakers do not convey their real meaning explicitly, thus there will be implicature. Grice (1975) notes that implicature are often dependent on the salient aspects of some particular context. Here, since the advertisements are shown on TV, the salient aspects of the context can be seen from three elements, they are: layout of the slogan, keyword, and the display of the advertisement both in audio and visual. In addition, there are found two types of keyword inside the slogans, they are: noun keywords (adventure, everything, gold) and adjective keyword (happy). Keyword can be used to guide the viewers in catching the implicature or implied meaning of baby milk slogans which flout the quality maxim. Moreover, in this study, there are found four reasons for flouting the quality maxim in English baby milk slogans shown on Indonesian TV advertisements, they are: interestingness, increasing the force of the message (effectiveness), competing goals and politeness. Then, each datum from the whole data contains all of those reasons. This study is an example of flouting the quality maxim in daily life. However, the scope of this study is limited to the source where the data are taken from, that is TV advertisements. Therefore this study still requires improvement from Linguistics students who will conduct studies to analyze the phenomenon of flouting the quality maxim in real situation.