The Implicature in Mobile Phones Advertisement Slogan

Gina, Octavia (2016) The Implicature in Mobile Phones Advertisement Slogan. Diploma thesis, Universitas Andalas.

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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 2 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. 3 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.

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