Implicature in advertisements of Time Magazine

ABSTRACT

This research focuses on Implicature in Advertisements of TIME Magazine. The implicature refers to implied meaning in words, sentences and utterances. This research is conducted to identify implied meanings and kinds of conversational implicature in Advertisements of TIME Magazine. This research focuses in Advertisements of TIME Magazine using theory of implicature, implied meaning, and conversational implicature, generalized and particularized conversational implicature proposed by Grice.

The method used in this research is descriptive qualitative method because the purpose of this research is analysis descriptively of the data. The data are in the form of words or utterances rather than number. The data were selected from “Advertisements” of “TIME Magazine” published in March 2009, and in January 2011.

The results of this research showed that the advertisements contain implied meaning, and two kinds of conversational implicature; particularized implicature and generalized implicature. The first answer, the researcher found implied meaning because the utterances have some linguistics feature that help the readers understand what the writer means and what the writer means is not conveying directly. The second answer, the researcher found kinds of conversational implicature ; Particularized implicature occurred when there were particular features of the context existed, whereas generalized implicature occurred when the utterances did not depend on particular features of the context, but was instead typically associated with the proposition.

Since this research only found the implied meaning and kinds of conversational implicature in Advertisements of TIME Magazine, the next researchers are suggested to analyze in other subject such as, cosmetic advertisements are used to broaden the area of investigating since the language used are different, the language of cosmetic advertisements are very interesting and a neatly. So, it can interest customers and provide different results.