Implicature of the vaccination vampaign on online billboard advertisements

Amelia, Fanisa (2022) Implicature of the vaccination vampaign on online billboard advertisements. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

ENGLISH : Implicature is a special case of a situation where the perceived meaning goes beyond the literal meaning. In the implicature there are four maxims or principles of cooperation that must be obeyed by speakers in an effort to smooth the course of the communication process. Therefore, research on this topic is necessary and interesting to do with research questions: (1) What are the types of conversational implicatures used in the covid-19 vaccination campaign speech in online billboard advertisements, (2) What is the implied meaning of the covid-19 vaccination campaign utterance on online billboard ads. This researcher uses the theory of Grice (1975) which explains about implicature and its types, namely conventional implicature and conversational implicature. This study uses a qualitative descriptive method that uses content analysis. The researcher used 4 steps in analyzing the data; a) Identify data b) organizing data c) categorize data d) analyze data of research. The data is in the form of speech containing implicatures and the data is taken from the covid-19 vaccination campaign in online billboard advertisements. The results of the discussion show that from 30 online billboard advertisements, there are 6 online billboard advertisements that flouted the relation maxim, 7 online billboard advertisements in quality maxim, 8 online billboard advertisements in quantity maxim, and the most dominant is 9 online billboard advertisements which are included in the flouted. manner maxim. Based on the data analysis, the findings of the types of conversational implicatures on the billboard indicate that there are 20 general conversational implicature data, and 10 particular conversational implicature data. For general conversational implicatures there is no implied meaning or additional meaning conveyed by the speaker's utterance. While special conversational implicatures have an implied meaning or additional meaning with the speaker's utterance. From the findings of data analysis, the results of the study can be concluded that this general conversation implicature is most often used in the covid-19 vaccination campaign in online billboard advertisements. INDONESIA : Implikatur adalah kasus khusus dari situasi dimana makna yang dirasakan melampaui makna literal. Dalam implikatur tersebut terdapat empat maksim atau prinsip kerjasama yang harus ditaati oleh penutur dalam upaya melancarkan jalannya proses komuniikasi. Maka dari itu, penelitian mengenai topik tersebut perlu dan menarik untuk dilakukan dengan pertanyaan penelitian: (1) Apa saja jenis implikatur percakapan yang digunakan pada tuturan kampanye vaksinasi covid-19 pada iklan billboard online, (2) Apa makna tersirat dari tuturan kampanye vaksinasi covid-19 pada iklan billboard online. Peneliti ini menggunakan teori Grice (1975) yang menjelaskan tentang implikatur dan jenis-jenisnya yaitu implikatur konvensional dan implikatur percakapan. Penelitian ini menggunakan metode deskriptif kualitatif yang menggunakan analisa konten. Peneliti menggunakan 4 langkah dalam menganalisis data; a) Mengidentifikasi data b) mengatur data c) mengkategorikan data d) menganalisis data penelitian. Data berupa tuturan yang mengandung implikatur dan data diambil dari kampanye vaksinasi covid-19 di iklan baliho online. Hasil pembahasan menunjukkan bahwa dari 30 iklan baliho online, terdapat 6 iklan billboard online yang melakukan pelanggaran maksim relasi, maksim kualitas sebanyak 7 iklan baliho online, maksim kuantitas sebanyak 8 iklan baliho online, dan yang paling dominan yaitu 9 iklan baliho online yang termasuk pada pelanggaran maksim manner. Berdasarkan analisis data temuannya jenis implikatur percakapan pada billboard tersebut menunjukkan bahwa terdapat 20 data implikatur percakapan umum, dan 10 data implikatur percakapan khusus. Untuk implikatur percakapan umum tidak ada makna tersirat atau makna tambahan yang disampaikan dengan ujaran pembicara. Sedangkan implikatur percakapan khusus memiliki makna tersirat atau makna tambahan dengan ujaran pembicara. Dari temuan analisis data, hasil penelitian dapat disimpulkan bahwa implikatur percakapan umum ini paling sering di gunakan didalam kampanye vaksinasi covid-19 pada iklan billboard online.

Item Type: Thesis (Sarjana)
Uncontrolled Keywords: implicature; billboard; advertisement; vaccination; covid-19
Subjects: English
Divisions: Fakultas Adab dan Humaniora > Program Studi Bahasa dan Sastra Inggris
Depositing User: Fanisa Amelia Fani
Date Deposited: 25 Nov 2022 03:28
Last Modified: 25 Nov 2022 03:28
URI: https://digilib.uinsgd.ac.id/id/eprint/61092

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