The explicatures and themes found in the food advertisements in Indosiar Television

ABSTRACT

Nowadays, the great development of economical aspect of life has led the bussinessmen to have high competition among others to set up promotion. There are many kinds of communication media that can be used such as magazine, newspaper, radio, television, etc. But, television is the most effective one because of its surplus than others. This kind of communication media helps much the advertisers to promote their products to the customers.

Related to the phenomenon above, this research aims to answer the two following questions; the first is how are the explicatures found in the food advertisements on Indosiar television, and the second is what are the themes found in the food advertisements on Indosiar television. The researcher limits this research only for twelve food advertisements that have explicatures.

This research is a descriptive qualitative research, because it tries to describe and explain the condition of the data naturally and descriptively. The data used are the food advertisements on Indosiar television from 1 up to 13th of July 2004. The research instrument is the writer herself as the main instrument. To analyze the data, she uses the following steps. First, the data are collected, and then they were categorized into six categories that were in the accordance with the number of time period in which the data were collected. The data of each category were presented, analyzed and concluded.

Based on the data presentation and discussion, it is concluded that explicatures included in the food advertisements on Indosiar television are the explicatures and high level of explicatures. The data are called explicature when it fulfills the requirements of cooperative principles; those are the maxim of quantity, the maxim of quality, the maxim of relation, and the maxim of manner. ،The data are called explicature when they consist of only two or three maxims mentioned above. Besides, the themes found in the food advertisements in Indosiar television conveyed through the whole utterances of each datum followed by the context. Lastly, discourse analysis deals with how to interpret the intended meaning from the speakers and the addressees; it needs further research in the different objects in the field. 'Then, some suggestions concerning with the topic of this study are given to the advertisers and other researchers who want to conduct further research in this study.