A PRAGMATICS ANALYSIS OF THE SLOGANS IN TV COMMERCIAL ADVERTISEMENT PRODUCTS

ASHARI, HIMAWAN (2009)

Abstract
This research paper is aimed (1) to describe the linguistic forms of the slogan in the TV commercial advertisement product, and (2) to explain the implicature of each slogan on the products which are advertised in the TV commercial advertisements. This research uses the observation method to get the data, and applying techniques of selecting and note taking of data. The data of this research are the slogan in TV commercials advertisement in the form of word, phrase, clause, and sentence. The data source is taken during July 2008.To analyze the linguistic forms of the slogan in TV commercials advertisement, the researcher uses the grammatical theory that consists of sentence, clause, phrase, and word. To analyze the implicature of each slogan in TV commercials advertisement, the researcher uses Grice’s Theory of implicature. The result of the study shows that the linguistic forms of the slogans in the TV commercials advertisement products are phrase and sentence, there are: 13 phrases which contains of 15 noun phrases and 15 sentences which contains 7 declarative sentences and 8 imperative sentences. There are phrase (50%) and sentence (50%). There are no slogans in the form of word and clause. The implicature of the slogan in TV commercials advertisement is that each slogan in TV’s advertisement on various products mostly constitutes the extraordinariness of the products. Each slogan implicates that each product make has excellent quality. It makes the slogans have their great role in the campaign of the manufacturer to sales, to the presented product and to imply a good image of the product and the manufacture itself.

CHAPTER I
INTRODUCTION
A. Background of the Study
Language has very important role as a means of communication; with
language, human beings can express most of their thoughts, feelings, and
knowledge to the others in their daily lives. People around the wor ld cannot be
separated from communication since they are created as social human b
eings.
The interaction between persons or group with the others always uses
language as a means of communication. As a means of communication,
language is always found in every aspect of human life.
One of human activities using language is trading activity. We always find
in everywhere that in that activity people try to get profits, in talking about
business. If one wants to get great profits in trading activity, he must know the
way how to sell his product to the market effectively. The products which are
sold in large number will gain great profits. Of course, everyone will dream of
having such success in his business. He will seriously try to find out ways to
make his product known by the society. He must also try to make them sure
that the product he has are good products. Language is needed to convey the
messages. This is not easy to do.
One of the ways to promote to the products to society is by using
advertisement is defined as a form of communication intended to promote the
scale of a product of service (Frybuger in Pratiwi, 1995:11). The companies
try to make interesting advertisements to attract the consumers. So, the y
compete with each other to create interesting advertisement.
In general there are two reasons for people to see an advertisement,
namely:
1. People need the information about the product or service,
2. People meet advertisements accidentally, for example: when they are in a
shop or in a street (Sudiana, 1986:11).
But not all information or advertisement can get peoples attention, because of
the selection process. People only choose the interesting or important one for
them.
In order to get peoples attention, an advertisement must be attractive. This
physical attraction can be gained through the way an advertiser creates the
illustration, text, headline, slogan, color, etc.
In accordance with it the varieties of slogans of the products in
advertisement shown in television are analyzed. Today, television is world
wide used by many people. Some of them want to know the information about
some product showing the slogan by watching television. Sometimes, they see
the slogan accidentally when watching TV. The various slogans in television
can be seen in examples are follows:
Gets The Red Out
Visine (Medicine)
The slogan ‘Gets The Red Out’ comes from the medicine for eyes, namely
Visine. The scene shows a person who works as director is working in the film
making location. Suddenly, when he is directing, a motor biker come in front
of him making a lot of dust. Then, the dust hurts his eyes and makes them red.
As the solution, he takes Visine to cure his eyes. Finally, he is freed from his
eye’s problem.
The word ‘red’ implies that the problem everybody faces about his eyes is
being red. So, they need to solve this problem. The word ‘Gets....out’ implies
that people can be freed of the problem. From those explanations, the people
believe that the product is the best solution for their eyes problem. They will
be interested to buy visine when suffering from eye ache because they want to
be cured from it. By the conclusions above, it can be said that the implicit
message of a slogan will influence people to do something, namely, to buy
product.
The above facts motivate the researcher to do research on implicature
analysis of he slogans of various kind of product advertise in television. The
tattle is: A Pragmatics Analysis of The slogans In TV Commercial
Advertisement Products.
B. Previous Study
The writer found some previous researches related to his research. Firstly,
it was carried out by Wahyu Andi Nugraha; 2007 with research entitled “A
Linguistic Analysis on English Slogan of Cosmetic and Food Products”. He
analysis the linguistic form, type of meaning and type of slogan on cosmetic
and food product that sold in Alfa Pabelan and Goro Assalam which enclosed
English slogan. The result of his research paper is first that the most general
linguistic form of cosmetic and food products is noun phrase. Second, the
cosmetic products slogan use mostly conceptual meaning and the food
products slogan apply the connotative meaning. Third, most cosmetic products
use the slogan promoting benefit in order to get the consumer while the food
products use mostly the slogan promoting unique slogan.
Another research is from Dian Esti Pratiwi; 2007 with research entitled “A
Pragmatic Study on Clothes Advertisement Slogans in Aneka Magazine issued
in January-September 2006”. This research paper is aimed to figure out the
forms of clothes advertisement slogan and their intention. In describing the
intentions of the slogans she employs the speech act theory especially locution
and illocution. The result of her analysis showed that first, the linguistic form
of clothes advertisement slogans use as the data are phrase and sentence, there
are noun phrase (48%), adjective phrase (40%), prepositional phrase (8%),
imperative sentence (20%), declarative sentence (12%), and interrogative
sentence (8%). There are no slogans in the form of word and clause. Among
those forms, noun phrase are dominating them. Second, all the data of clothes
advertisement slogans that are analyzed in her research have four intentions,
they are: persuading (80%), asserting (12%), informing (4%), and affering
(4%). Mostly the content of slogan is persuasion.
From the two researches above, the writer can see that the previous has
different object and theory with the present research. The two researchers
above analyzed the type of meaning and the intention of the slogans. In this
study, the researcher conducts the research in the implicature of the slogans.
Beside that, the data of this research is using motion picture, so it has different
object of the two researches above.
C. Limitation of the Study
In this research, the writer focuses his analysis only on slogans of TV
commercial advertisement during July 2008. The Writer analyzed the slogans
based on the linguistic form and the implcature. Implicature is chosen as an
underlying for the research because as Grice has said in Brown and Yule
(1983: 31), Implicature is “what a speaker can imply, suggest, or mean as
distinct from what the speaker literally says”.
The researchers limits this research only on slogans of TV commercial
advertisement that using English slogans during July 2008, because in every
month almost of the advertisement in the TV commercial always changes.
D. Focus of the Study
Based on the background of the study above, the writer formulates the
problem of the study as follows:
1. What are the linguistic forms of the slogans in the TV commercial
advertisement products?
2. What are the implicatures of each slogan on the products which are
advertised in the TV commercial advertisement?
E. Objective of the Study
Based on the problem statement mentioned above, the writer has the
following objectives:
1. To describe the linguistic forms of the slogan in the TV commercial
advertisement product.
2. To explain the implicature of each slogan on the products which are
advertised in the TV commercial advertisements.
F. Benefit of the Study
The writer hopes that the research will be beneficial for the writer himself
and the reader generally. The benefits of the study are:
1. Theoretically
The result of the research will be a contribution for the study of
Pragmatics , especially in implicature discussion.
2. Practically
a. For the student, this research is expected to be significant as additional
reference in conducting related research.
b. For teacher, this research can use as additional source of pragmatics
study, especially in implicature.
c. The readers are able to know the forms of implicature of the slogans in
TV advertisement product.
G. Research Paper Outline
The research paper is designed into five chapters, they are as follow:
Chapter I is an introduction. It consists of the background of the study,
previous study, limitation of the study, focus of the study, objective of the
study and benefit of the study.
Chapter II presents the underlying theory that consists of the notion of
pragmatics, context and implicature, concept of language forms, definition of
advert isement, and definition of slogans.
Chapter III deals with research method, consisting of the type of the
research, object of the data, data and data source, method of collecting data
and technique of analyzing data.
Chapter IV presents the result of the research that contains data analysis
and discussion.
Chapter V involves conclusion and suggestion.