Implicatures used in TV commercials / Aris Santi Rahayu - Repositori Universitas Negeri Malang

Implicatures used in TV commercials / Aris Santi Rahayu

Rahayu, Aris Santi (2012) Implicatures used in TV commercials / Aris Santi Rahayu. Diploma thesis, Universitas Negeri Malang.

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Abstract

Keywords TV Commercials implicatures relevance By using Implicatures the utterances in TV commercials would be more attractive because viewers could interpret what the meaning of implicatures in TV commercials based on their own background. Since they recognized the form that was persuasion their interpretation of the hidden message would be influenced by that context. Also the use of implicature would make the utterance in TV commercials more impressive. When the utterance was impressive viewers would remember the advertisement and then they would also remember the product that was advertised. This research aimed to investigate the employment of implicatures in TV commercials. It also dealt with explaining the hidden message of implicatures in TV commercials based on human s cognitive ability and relevance. The research design of this study was qualitative descriptive. The primary data were the written form or the list of pieces of utterance in TV Commercials. In this study the combination levels of utterance of Sperber and Wilson (1995) and Grundy (2000) were used to analyze the level of interpreting utterance before coming to implicit meaning. The meanings of implicatures in TV commercials were analyzed by using the researcher s interpretation that was related to the principles of relevance by Sperber and Wilson (1995). The result showed that from 38 data all levels of utterances appeared in TV Commercials. They were explicatures (13.2%) higher level of explicatures (7.9%) and implicatures (78.9%). Explicatures happened In TV commercials because the utterance missed one element that made the viewers might be confused. While the higher level of explicatures appeared in some TV Commercials and the meaning could be drawn easily since the models deliver the utterance. Using implicatures in TV commercials could be said as favorite strategy because they appeared frequently. Mostly the products which were advertised by using implicatures were aimed to the adults so they could understand well the messages behind the utterances in TV commercials through their cognitive ability. Before coming to implicated inference the viewers might have premises that support them about the strength of the products. Since they were advertisements the final inferences of all the utterances were persuasion that leaded the viewers bought the products.

Item Type: Thesis (Diploma)
Subjects: ?? ??
Divisions: Fakultas Sastra (FS) > Departemen Sastra Inggris (ING) > S1 Bahasa dan Sastra Inggris
Depositing User: Users 2 not found.
Date Deposited: 31 Aug 2012 04:29
Last Modified: 09 Sep 2012 03:00
URI: http://repository.um.ac.id/id/eprint/245179

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