Abstract:
Inevitably, conversational implicature served an essential role and deployed as a
language method to assist context in achieving effective advertising aims.
However, the language employed in advertisements was frequently altered by
different users in a variety of ways to encourage consumer interest. This
occurrence caused numerous gullible customers complained of being deceived
and suffered harm after purchasing several products. The majority people suspect
that advertising language is full of deception and dishonesty. In particular, the
current study attempts to analyze the types violations of conversational
implicature are commited by advertisers on TV advertising products. The data
were collected using 3 methods including Preliminary Observation, Data
Collecting and Data Classification. Then, the research data were processed based
on Grice's theory (1975). The results of the study found 4 types of cooperation
principle violations in the selected TV commercials. Including, Maxim Quantity :
40%, Maxim Quality : 30%, Maxim Relation : 10%, Maxim Manner : 20%. This
study also offered the proper forms of conversational implicature that should be
applied to TV advertising. Descriptive-qualitative method was employed in this
study, adapting Grice's (1989) Maxim Principles. The findings revealed that a lot
of manufacturers violated Grice's (1989) Maxim Principles. In this context,
violating Maxim Principles might create advertisements more economical or cost effective by saving word space, making the ads easier for the reader to remember,
arousing the audience's curiosity, attracting and retaining attention, and allowing
advertisers to avoid responsibility for standing by the implied claims. Regardless
of the positive effects, it is crucial to remember that honesty in advertising
improves product quality and builds customer trust. Moreover, these findings have
important implications for product advertising creation and contribute to
pragmatic study on the significance of diverse events and products.
