THE LANGUAGE OF ADVERTISING: A CONVERSATIONAL IMPLICATURE STUDY OF TV COMMERCIAL ADVERTISING

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.