Title: The Implicature in Mobile Phones Advertisement Slogan
Abstract: Implicature is a concept of utterance meaning as opposed to sentence
meaning. Furthermore, it is related to the method by which speakers work out the
indirect illocutions of utterance (Hurford, 1983: 314). It can be found in
advertisement because advertisement uses language to deliver the information about a
product.
Advertisement is a form of communication media which is aimed to persuade
the consumer’s attention to buy a product. It can be found in magazine, newspapers,
radio, television and internet. It provides some information about products and their
quality. It means that there is a mutual relationship between the advertisers, providers
of information, and the consumers as the receiver in the form of indirect and direct
communication.
Advertising is defined in oxford dictionary (1980), as a piece of information
in newspaper, on a poster, or television that tries to persuade the consumers. The
advertisers does many ways to attract its consumers, for instance, through the use of
language in advertisement. Language is one of many ways to attract the consumer’s
attention because it contains some messages and meanings. It is due to the function of
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language as a tool of human communication. Human could understand and
communicate to each other by using language.
Language is a system that relates sounds (or gestures) to meanings (Fromkin,
1990: 18). It plays an important role in advertisement, especially in how a message is
delivered from advertiser to its consumers. The language used in advertisement needs
to be simple, attractive and economic (Noor, 2015). The message must be delivered
creatively and understandably to get the consumers’ attention. This message is
reflected in the identity label of products, goods, and services. Sometimes, the
message is delivered by the advertiser to the consumers indirectly. In some cases, this
message is not relevant to the product and its quality. In other words, the message
contains implied meaning.
The writer finds that this topic is interesting to be observed. Therefore, in this
thesis, the writer wants to analyze the implicature in mobile phones advertisement. It
can be seen that nowadays, we can find many mobile phones with different
advertisement slogans. The language used by the advertiser to promote the mobile
phones tends to be unique and contains of implied meaning to catch the consumer’s
attention. As the example, the writer chooses the advertisement slogan of iphone6,
picture is also attached to see the context.
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In this picture, the advertiser delivers the message about iphone 6 to the
consumers by using the slogan “Bigger than bigger”. This message is very simple,
but it may have some implied meanings. The consumers could interpret the slogan in
different perceptions. However, the main function of the slogan is to inform the
consumers to buy this mobile phone. It is delivered implicitly through the slogan
“Bigger than bigger”. Generally, the major purpose of this slogan is to simplify the
message to the consumers in order to persuade and attract the consumer’s attention.
Publication Year: 2016
Publication Date: 2016-01-15
Language: en
Type: dissertation
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