Conversational implicature in beauty products advertisement

BEGUM, ISMA AMATUL HAVIZ (2024) Conversational implicature in beauty products advertisement. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

In pragmatics a conversation that has implied meaning and not explicitly stated by the speaker but can be understood by the hearer because of the context of conversation is called Conversational Implicature (Grice, 1975). This research is related to the topic conversational implicature with the aimsto find out the kinds and how the implicature arises in the beauty product advertisements. This research used deskriptif qualitative method and the main theory used to analyse the data was from Grice (1975). Based on the analysis carried out in the previous chapter, the findings of the research showed there were two types of conversational implicature, namely particularized conversational implicature (88 data) and generalized conversational implicature (51 data). Meanwhile, the implicature that arose in the bauty product advertisements was beauty advertisement to motivate the consumer to buy the product first rather than to ask them to buy the product directly. From the findings, the result of the research can be concluded that the most type of conversational implicature found was particularized implicature. It means it is because to understand needs context to analyse for beauty product advertisements rather than the type of generalize implicature because it is easier to understand without having to know a context and tend to be more general. Besides, the implicature that arises from the beauty product advertisement is to convey the message implicitly in the text of advertisement within.

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