CONVERSATIONAL IMPLICATURE IN ADVERTISEMENTS OFBEAUTY
PRODUCT AND FOOD & BEVERAGE PRODUCTON TELEVISION
THESIS
Submitted as Partial Fulfillment of the Requirements for the Sarjana
Degree of English Department Faculty of Arts and Humanities State
Islamic University of Sunan Ampel Surabaya
By:
Elma Tiyana Arum Sasmita Reg. Number A73213093
ENGLISH LITERATURE
FACULTY OF ARTS & HUMANITIES
STATE ISLAMIC UNIVERSITY OF SUNAN AMPEL SURABAYA
CONVERSATIONAL IMPLICATURE IN ADVERTISEMENTS OFBEAUTY
PRODUCT AND FOOD & BEVERAGE PRODUCTON TELEVISION
THESIS
Submitted as Partial Fulfillment of the Requirements for the Sarjana
Degree of English Department Faculty of Arts and Humanities State
Islamic University of Sunan Ampel Surabaya
By:
Elma Tiyana Arum Sasmita Reg. Number A73213093
ENGLISH LITERATURE
FACULTY OF ARTS & HUMANITIES
STATE ISLAMIC UNIVERSITY OF SUNAN AMPEL SURABAYA
ABSTRACT
Tiyana, Elma. 2017. Conversational Implicature in Advertisements of Beauty
Product and Food & Beverage product On Television.Thesis English Department,
Faculty of Act and Humanities, State Islamic University of Sunan Ampel
Surabaya.
Advisor: Dr. A. Dzo’ul Milal, M.Pd
Key Words: Conversational Implicature, Generalized Implicature, Particularized
Implicature, Cooperative Principle, Violation.
This study explains about the analysis of conversational implicature found in the conversation transcript of 20 Advertisement Beauty Product and Food & Beverage Product. Data are explained by showing the context of situation, the type of conversational implicature theory of Grice (1975) and the violation of maxim.
The researcher used the method of qualitative approach. The steps of analysis are after the utterances in the advertisement have classified and underlined based on conversational implicature, the researcher described the types of conversational implicature. Then, the researcher made data display to classified the utterances based on the types of conversational implicature and Violation of maxim. The data based on types of conversational implicature were analyzed by seeing the violation of maxim to answer the second question. Finally, the researcher made some conclusions from the result of analysis.
The result of the study describes the process of identifying conversational implicature, there are 23 utterance that have implied meaning included in conversational implicature. There are 19 utterances that include of generalized and 4 utterances that include of particularized implicature. The most finding is generalized conversational implicature.
INTISARI
Tiyana, Elma. 2017. Conversational Implicature in Advertisements of Beauty
Product and Food & Beverage product On Television.Thesis English Department,
Faculty of Act and Humanities, State Islamic University of Sunan Ampel
Surabaya.
Pembimbing: Dr. A. Dzoul Milal, M.Pd
Kata Kunci: Implikatur Percakapan, Percakapan Umum, Percakapan Khusus,
Prinsip Kerja Sama,Pelanggaran Maxim.
Skripsi ini membahas tentang analisis dari implikatur percakapan yang ditemukan dalam transkip percakapan pada 10 iklan kecantikan dan 10 iklan makanan & minuman pada televisi. Data dijelaskan dengan menunjukkan situasi konteks, tipe implikatur percakapan teori dari Grice dan teori pelangaran maxim.
Peneliti menggunakan metode pendekatan qualitatif. Langkah - langkah dari analisis skripsi ini adalah setelah data dalam iklan sudah di beri garis bawah dan di klasifikasikan dalam implikatur percakapan. Peneliti mendeskripsikan kalimat iklan ke dalam tipe-tipe implikatur percakapan. Kemudian peneliti membuat data diplai, peneliti mengidentifikasi dan mengklasifikasi ucapan dalam bentuk tabel penemuan untuk memudahkan penliti dalam menganalisis. Selanjutnya, peneliti menganalisa data implikatur percakapan dengan menggunakan prinsip pelanggaran maxim untuk mengetahui cara pemnggunaan implikatur percakapan dalam iklan. Yang terakhir peneliti meringkas dari hasil menganalisa data.
Hasil dari analisis ini menjelaskan tentang proses dari identifikasi implikatur. Ada 23 ucapan yang mempunyai makna tersirat yang termasuk dalam implikatur. Ada 19 ucapan yang termasuk kedalam percakapan umum dan ada 4 ucapan yang termasuk kedalam percakapan khusus. Paling banyak ditemukan dalam iklan ini adalah percakapan umum.
TABLE OF CONTENTS
Inside Cover……… i
Declaration Page……….………. ii
Dedication Page……….. iii
Motto……….. iv
Advisor’s Approval Page……… v
Examiners Approval Sheet……….. vi
Acknowledgements……….. vii
Table of Contents………. viii
Abstract……… xi
Intisari……….. xii
CHAPTER 1 INTRODUCTION 1.1 Background of the Study……….. 1
1.2 Research of Problems……… 7
1.3 Research Objective....………. 8
1.4 Significance of Study………. 8
1.5 Scope and Limitation………. 8
CHAPTER II REVIEW OF LITERATURE
2.1 Theoretical Framework……….... 11
2.1.1 The Implicature………. 11
2.1.2 Conversational Implicature………. 12
2.1.2.1 Generalized Conversational Implicature……… 13
2.1.2.2 Particularized Conversational Implicature………. 15
2.1.3 Grice’s Cooperative Principle and Maxims……… 17
2.1.4 Violation of maxims………. 19
2.1.5 Context……… 22
2.1.6 Advertisement……….. 22
2.2 Related Studies……… 23
2.2.2 Previous Studies……… 23
CHAPTER III RESEARCH METHODOLOGY 3.1 Research Design……….. 27
3.2 Data Collection……….. 28
3.2.1 Data and Data Source………. 28
3.2.2 Research Instrument………. 28
3.2.3 Subject of the research……… 29
3.3 Data Analysis………. 30
3.3.1 Data Display Types of Conversational Implicature………. 31
3.3.2 Data Display of Occurance of The Violated Maxims………... 32
CHAPTER IV FINDINGS AND DISCUSSIONS 4.1 Research Findings……… 33
4.1.1 The Conversational Implicature……… 34
1. The Type of Conversational Implicature……… 34
2. The Violation of Maxim………. 37
4.1.2 Analysis……… 40
1. Generalized and Particularized of Conversational Implicature …....…. 40
2. The Violation of Maxim………. 40
4.2 Discussion………. 81
CHAPTER V CONCLUSION AND SUGGESTION 5.1 Conclusion………. .84
5.2 Suggestion……….. 85
REFERENCES……….. .87
CHAPTER 1
INTRODUCTION
This chapter presents the background of study, statement of the problems,
the objective of the study, significance of the study, scope and limitation of the
study, and definition of key terms.
1.1 Background of the Study
Language is the equipment of the communication used by human being. In
other words language is a system to transfer and to inform something through
communication (Gunarwan, 1992: 84). It means that language is very important in
life and was the power that are used as a mean of thinking, understanding, and
expressing thoughts and feelings in the community. As the tool of communication,
language plays a very important role in conversation as a social interaction
instrument among people. Conversation is being done to communicate something
in which two or more participants; speaker and listener. Speaker’s utterance then
is interpreted by the listener. How the listeners interpret the meaning is
determined by the speaker’s expression.
The use of language in daily life can be found in various activities, which
one is in trade especially in the offering of product, its called Advertisement.
(Belch and Belch, 2001.). Advertisements are messages paid for by those who
send them and are intended to inform or influence people who receive them. In
other word advertising is always present, though people may not be aware of it. In
today’s world, advertising uses every possible media to get its message through. It
does this via television, print (newspapers, magazines, journals etc), radio, press,
internet, direct selling, mailers, posters, sponsorship and even people
(endorsements). Language in advertisement usually use implicature strategies to
interesting the consumer. Advertisement as a tools of communication between
producers and consumers in offering of products.
In communication activity to understand each utterance the listener must has
good cooperation. Cooperation is a common background knowledge of
participants. If the participant in the speech event does not understand the purpose
of speech, it will be able to create a distorted interpretation and the message
conveyed by the speaker can’t be received well. In case of communication, the
language used may depend on the situation. In a situation people may use direct
utterances but sometime people used implicature strategies in their
communication and also in advertisement, language in advertisement often use
implicature strategies. The speakers used implicature strategies in communication
with its context of the situation.
Implicature is the aspect of meaning that a speaker conveys, implies, or
suggests without directly expressing, Yule (1996). According to Grice’s theory,
the term “implicit” is not easily understood by the hearer because it has hidden
that is not a condition for the truth of the utterance, implicature is divided into two
kinds. They are conventional implicature and conversational implicature
(Levinson, 1983). 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, its called Conversational Implicature, Grice (1975). The
discussion of implicature is in Pragmatics study. The conversational implicature is
the single most important ideas in pragmatics (Levinson,1983: 97). It is
implication or proposition in conversation which appears because of violating the
conversational principle in which the speaker’s intention is expressed differently
in the speaker’s actual utterance (Grice, 1975: 43). In Levinson (1983), Grice
divides conversational implicature into two kinds. Generalized conversational
implicature and particularized conversational implicature. Generalized
conversational implicature occur without reference to any particular features of
the context (Levinson 1983) and Particularized conversational implicature is
strongly tied to the particular features of the context.
In conversational implicature the speaker can express exactly what the
speaker mean in a conversation without saying clearly and the hearer can
understand the meaning of the speaker because conversational implicature is
which one type of implicature that focuses in study of implied meaning based on
context of conversation. In other word conversational implicature is always invites
us to find out the meanings that cannot be utterad by the speaker. After understand
this study is can avoid misunderstanding in the used of language in
communication.
Conversational implicature often appear in daily interaction personally,
generally, spoken and writing. General written conversation can be found in social
media, magazine, newspaper, etc. While the spoken conversation is easily found
in a television.On the other hand, a conversation that takes place in television
influences the way people speak and interact with each other in daily life. Besides,
the undeniable power of media has inspired many critical studies in many
disciplines, linguistics, semantics, pragmatics, and discourse studies as stated in
(Gelfond, 1992). Advertisement is one of the television shows which deliver a
implied message in offering a products.
Television is a media that is often used to show advertisement of products.
Some of advertising media have different ways in offering products but they have
same function. The purpose is to telling and influencing people. In this case, the
advertisement need a language to communicate. The use of language in
advertisement is important. At this time television has become a part of human
life, because television can not be separated from human life. Almost in everyday,
human always watched television to know about anything that become in the
world. Broadcast in television has a wide range of capabilities and be able to reach
in zone of geographic, political, social and cultural. Television as one element that
In this case, the advertisements of beauty product and food & beverage
product as taken as the object of this research. The researcher analyzed
conversation in advertisement of beauty product and food & beverage product on
television. The advertisement is beauty product and food & beverage product,
because this advertisement often used implicature strategies than other product.
Conversation in advertisement contain persuasion words to attract the consumers,
a message for people or the consumers, and also an encouragement word and
make consumers buy the product. In conversation of advertisement usually used
informal language and also full of jokes. So the researcher believes that the
conversation in advertisement contains a lot of implicatures because they have a
lot of implicit meanings. Other reason the researcher want to know how
implicature strategies used in advertisement and what the differences styles of
making advertisement in each advertisement to attract the consumers to buy the
products. The researcher choose beauty product and food & beverage
advertisements which on television as the object of research because television is
commercial mass media that is often watched by the public. So television be the
most effective advertising in marketing products. In addition the advertisements
on television more interesting and full of persuasive language and illustrated.
Based on the reason above researcher interested to analyzed “ Conversational
Implicature in Advertisement of Beauty product and food & beverage product on
Television”.
Based on the previous study on the conversational implicature, there are
in radio and program TV. The first previous study is in the title Implicature
analysis on cigarette advertisement slogans by Mutmainnah University of
Brawijaya Malang (2013). She focused on conversational implicature and
cooperative principle. She took the data source from download in YouTube. She
only focused on the terms of the message conveyed in the type of Conversational
Implicature. The second previous study is entitled A study of conversational
implicature in Sentilan Sentilun Talk Show on Metro TV by Reyfa Arfiyah
University of Wijaya Putra Surabaya (2014). She focused on flouting maxims.
Third previous study is entitled An Analysis of Conversational Implicature in
Smart Fm’s Radioby Irma B. Pakpahan (2012). This study is intended to discover
the types of conversational implicature used by the interviewees. The last previous
study was done by Conversational Implicature of the Presenters in Take me out
Indonesia by Sheila Nanda University of Indonesia (2012). This research is a
pragmatic study that aims at investigating conversational implicature that the
presenters of Take Me Out Indonesia operate within their utterances along with
the possible implications that lie behind the implicature.
Different from the previous study, this present study specifically not only
focused on types of conversational implicature but this research also focused on
how conversational implicature used in advertisements of beauty product and food
& beverage product and also the researcher take different object from previous
study. The use of terms as “principle” and “maxim” does not mean that people
will observe these maxims all the time when they communicate with each other,
this thesis, the researcher used the violation of maxim to analyzed how
conversational implicature used in advertisements. The similarity with previous
study is the researcher continue the theory; Conversational implicature and
Cooperative principle based on Grice’s theory. The data is the conversation in
advertisement of beauty product and food & beverage product. The data are
downloaded from the internet and selected from the advertisements that appear on
television most frequently. The collected data are then analyzed in terms of the
message conveyed in the generalized and particularized implicature of beauty
product and food & beverage product advertisement. After that researcher
analyzed how the conversational implicature used in advertisement of beauty
product and food & beverage product by violating the maxim.
1.2 Research Problem
This study is conducted to answer the problems formulated in the following
questions:
1.What are the types of conversational implicature that found in the conversation
of advertisement in beauty product and food & beverage product on television?
2. How does conversational implicature used in the conversation of advertisement
1.3 Research Objective
Based on the problem above, the objectives of the study are aimed :
1. To identify what types of conversational implicature in the conversation of
advertisement in beauty product and food & beverage product on television.
2. To describe how conversational implicature used in the in the conversation of
advertisement in beauty product and food & beverage product on television.
1.4 Significance of the Study
This study is undertaken to result in theoretical and practical contributions.
Theoretically, the result of this study is broaden the pragmatics analysis especially,
in types of conversational implicature in a conversation of advertisement on
television and to formulate the new supposition which perfects the existing theory.
Practically, the result of this study is supposed to give some contributions. In
addition, it can be a reference for the next researchers who are interested in
analyzing conversational implicature. Meanwhile for linguist, students and readers;
this study hopefully could give information how implicature strategies or
conversational implicature used in Advertisement.
1.5 Scope and Limitation
The scope of this research is pragmatics analysis because it deals with
This research focuses on conversational implicatures as found in utterances of
conversation in advertisement of beauty product and food & beverage product.
And the theory is conversational implicature and cooperative principles proposed
by Grice’s theory to analyzed. Type of conversational implicature that include
generalized conversational implicature and particularized conversational
implicature. The data are downloaded from the internet and selected from the
advertisements that appear on television most frequently. The researcher find out
the types of conversational implicature and how conversational implicature used
in advertisement by violated the maxim. The limitation of this research is the
researcher not find out the functions in each conversational implicature of
advertisement.
1.6 Definition of Key Terms
- Implicature
Implicature is the aspect of meaning that a speaker conveys, implies, or suggests
without directly expressing, Grice (1975). An implicature is anything that is
inferred from an utterance but that is not a condition for the truth of the utterance.
- Conversational Implicature refers to the meaning which is implied and not explicitly stated by the speaker but can be understood by the hearer because of the
context of conversation, Grice (1975). In conversation implicature is always
- Advertisement is a tools of communication between producers and consumers in offering of products.
- Beauty Product is generally defined as any preparation for human use for the purpose of cleansing, beautifying or altering the appearance commonly to include
personal toiletry products, such as shampoo, lotion, nails, lipstick.
- Food & Beverage Productis the food and beverages industry is all companies involved in processing raw food materials, packaging and distributing them.
- Television is a system for transmitting visual images and sound that are reproduced on screens, chiefly used to broadcast programs for entertainment,
CHAPTER II
REVIEW OF LITERATURE
This chapter consists of many important aspects in finishing this thesis.
They are the implicature, conversational implicature, types of conversational
implicature, cooperative principle and the maxims (maxim of quantity, quality,
relation and manner), Context and some of previous studies which are similar to
the research.
2.1 THEORETICAL FRAMEWORK
2.1.1 The Implicature
Implicature can be considered as an additional conveyed meaning (Yule,
1996). It is attained when a speaker intends to communicate more than just what
the words mean. It is the speaker who communicates something via implicatures
and the listener recognizes those communicated meanings via inference. In other
words Implicature is analyzing the activities of the hidden meaning of a speech
that delivered by Speaker. Implicatures are inferred based on the assumption that
the speaker observes or flouts some principles of cooperation (different authors
have identified different principles), The most famous one: Grice – 4 principles
(so called “maxims”). Furthermore, Grice suggests that Implicature basically
related to the cooperative principles of pragmatic. Cooperative principles are the
speaker and hearer expect the implications for the meaning of the speech can be
understood by the hearer. The implicature is the utterance has differences with the
action in fact.
Implicature is divided into two kinds, they are Conventional Implicature and
Conversational Implicature. Conventional Implicature in contrast to all the
conversational implicature, convensional implicature is not based on the
cooperative principle or maxim. They have not to occur in conversation and they
do not depend on special context for their interpretation. Conventional implicature
derived directly from the meaning of the word (which is heard), instead the
principle of conversation. It means that the conventional implicature is the literal
meaning as expressed with the formal elements of structural sentence. While
conversational implicature is which one type of implicature that focuses in study
of implied meaning based on context of conversation . Through the implicature
theory, we have known two kinds of theories. In the natural meaning and
unnatural meaning (George Yule,1996).
2.1.2 Conversational Implicature
People exchange meaning and their intention in their communication. They
express their ideas and feeling. They do this to get information from their
surroundings. They need communication to interact with other people in their
social life. Put in another word, they do conversational implicature. In their
expressing meaning, explicitly or implicitly. Expressing meaning explicitly means
that the actual conversation is stated. While expressing meaning implicitly means
that there are more hidden meaning in that conversation. In this case, the
conversation which carries meaning more than what is stated in the speaker’s
utterance. It is what is called by implicature (Horn, Laurence R , 2004).
Conversational implicature is related to the knowledge of what the speaker
and the listener in understanding the utterances said that the speaker and the
listener must also comply with all rules. It can be said that the speaker has
conveyed more than he said via conversational implicature , while hearer
recognizes the meaning via inference. This is in line with Grice (1975) who
defines implicature for the case in which what speaker means or implies is
different from what is said.
There are two types of conversational implicature those are generalized
conversational implicature and particularized conversational implicature which
will be explained in the following point.
2.1.2.1 Generalized Conversational Implicature
Generalized Conversational Implicature is type in which the interlocutors
do not require special knowledge to know the meaning of a conversation
because the context used in this type is a general conversation that makes an
interlocutor directly understand the meaning of the conversation (Grice, 1975).
use of a/an X, which carries the implicature that X is only remotely related in
a certain way to some person indicated by the context. When someone says
“John is meeting a woman this evening”, he certainly means that is,
conversationally implicates “The women John is meeting this evening is not
his mother, his sister or his wife”.
Another linguist distinct generalized implicature to be drawn with very
little “inside knowledge” (Mey, 1998) As the example, the researcher presents
a conversation adopted from Carston:
A : Did the children’s summer camp go well?
B : Some of them got the stomach flue.
The conversation above can be interpreted or implicated +> “not all the
children got stomach flue” it is usually called as scalar implicature. So that, it
can be concluding that the criterion of generalized conversational implicature
are two sign such as, using the word “some” to implicate noot all called scalar
implicature and the second in the use of article a/an X which implicates not
speaker’s X.
Another example of generalized conversational implicature adopted from
Grice (1975) can be seen under below:
“Freed thinks there is a meeting tonight”
“Mary has 3 children.”
+> Mary has no more than 3 children.
From example above, the researcher summing up that generalized
conversational implicature one which does not depend on particular features
of the context but, it is typically associated with the preposition expected.
2.1.2.2 Particularized Conversational Implicature
Particularized conversational implicature is a type in which the
interlocutors indirectly require more assistance to understand the meaning of
a conversation because the context used in this type is not general in nature.
Some assumed knowledge which is required in very specific context during
conversation is called particularized conversational implicature. As an
illustration, consider an example where Lara’s response does not appear on
the surface to adhere to relevance. It is simply relevant answer would be
“yes” or “no”.
Carol : Are you coming to the party tonight?
Lara : I’ve got an exam tomorrow.
In order to make Lara’s response relevant, Carol has to draw on some
assumed knowledge that Lara will be spending that evening with his parents,
Another example,
A : Will Sally be at the meeting this afternoon?
B : Her car broke down.
+> Sally won’t be at the meeting.
B “flouting” (speaker is flagrantly violating a rule)
As in above example, the proposition Sally’s car broke down would
ordinarily not convey anything about Sally going to a meeting, so the
implicature, in this case, depends on the context as well as the utterance itself.
Based on the description above, the researcher is capable of summing up
that the criterion of particularized conversational implicature is conversational
implicature that its meaning is out part of the utterance so that hearer should
need knowledge more to interpret what speaker mean. In another word,
particularized conversational implicature is the inferences of hearer which
only can be work out or interpreted while drawing totally on the specific
context of the utterance. Implicature and its types are able to use by speakers
in order to create hidden context in some utterances of any kind of situations
and conditions.
According to Levinson (2000), this implicature focuses on violation of
maxims. If the speaker violates these maxims intentionally, the speaker must
observe the cooperative principle on adeeper level or the hearer cannot
The conclusion of both generalized conversational implicature and
particularized conversational implicature is that, if a speaker utters a sentence
with implicit meaning and the hearers can interpret it well it means that the
utterance is generalized conversational implicature. Conversely, if a speaker
utters a sentence with implicit meaning and the hearers cannot interpret it well
it means that the utterance is particularized conversational implicature.
Levinson (1995) has clarified clearly that some conversational implicature
seem context-bound, while others have a very general currency, a single
utterance-form might suggest fundamentally different propositions (PCIs) in
two different contexts, while at the same time implicating something else (a
GCI) in both these contexts. People have their own purpose in uttering a
sentence. Moreover, a sentence with intended meaning but do not show by the
speakers.
2.1.3 Grice’s Cooperative Principle and Maxims
Brown and Yule (1983) clarified that conversational implicature is derived
from a general principle of conversation plus a number of maxims which speakers
will normally obey. Yule (2010) added an underlying assumption in most
conversational exchange seems to be that the participants are cooperating each
other. The general principle is called cooperative principle which Grice in Brown
“Make your conversational contribution such as is required, at the stage at
which it occurs, by the accepted purpose or direction of the talk exchange in
which you are engaged”.
Grice divides cooperative principle into four basic maxims which are support
these principles are as follows:
The maxim of quality – be true
Maxim of Quality indicates that participants should not say what
they believe to be false. And of course they may not say that for which
they lack adequate evidence (Levinson, 1983).
The maxim of quantity – be brief
Maxim of Quantity means that the participants’ contribution in a
conversation is a informative as it is required (for the current purpose of
the exchange). In this case, the participants should not contribute on
saying something to the hearer more than its required (Levinson, 1983).
The maxim of relation – be relevant
Maxim of Relation is used when the participants just the convey in a
relevant information. The participant should not reply or saying
something that does not relevant from the other participants’ dialogue
The maxim of manner – be clear
Maxim of Manner is that the participants have to be perspicuous
and also they have to avoid obscurity of expression and also avoid the
ambiguity when reacted to the other participants. The utterances of the
participant produces are brief and must be orderly (Levinson, 1983).
In most situations, the assumption of cooperative is so pervasive that in can
be stated as a cooperative principle of conversation and elaborated in fpur
sub-principles, called maxims. The cooperative principle is a principle of
conversation stating that participants expect that each will make a “conversational
contribution such as is required, at the stage in which it occurs, by the accepted
purpose or direction of the talk exchange”. Violating cooperative principle usually
happened in daily communication to create favorable conversation. In this case, it
is called implicature.
2.1.4 Violation of Maxims
Grice, to explain how these implications are to be understood, presents four
ways in which maxims may be unfulfilled. These four ways are violation, opting
out, being faced with a clash, and flouting. There may be a violation; Grice writes
that a person “may quietly and unostentatiously violate a maxim; if so, in some
The participants enable to disobey one of maxim and violate other maxim or
they could possible to violate all of maxim. As Grice states that there are various
ways of participant does not fulfill maxim (Grice, 1975, p.49):
1. The speaker may quietly and unostentatiously violate of maxim; if so,
in some cases he will be liable to mislead.
2. The speaker may opt out from the operation both of the maxim and the
CP; he may say indicate, or allow it to become plain that he is unwilling
to cooperate in the way the maxim requires.
3. The speaker may be face by a clash: they may be unable.
4. The speaker may flout a maxim.
Maxim is a rule that people must fulfill in a good conversation, but in
communication the speaker utterances usually do not always follow the rules.
There might be violation of cooperative principles.
1. Violation Maxim of Quality
The maxim of quality, which says that speakers are expected to be
sincere in saying something that they believe correspond to the reality.
This maxim can be violate if the speakers do no tell the truth or the
information is lack of evidence, and something in the meaning is not
literally true (Hu, 2006: 194).
According to (Hu, 2006: 194). this maxim implies that a speaker
should give neither too little information or too much. People who give
too little information risk their hearer not being able to identify what they
are talking about because they are not explicit enough. Those who give
more information than the hearer needs risk boring them.
3. Violation Maxim of Relevance
According to (Hu, 2006: 194). the next is maxim of relevance which
says that the speakers are assumed to something that is relevant to what
has been said before. This maxim is a little harder to find because it is
hard to construct responses that must be interpreted as irrelevant.
4. Violation Maxim of Manner
According to (Hu, 2006: 194), maxim of manner governs about
clarity (avoid ambiguity). Clarity means the quality of expressing ideas
or thought in a clear way. This maxim violates either for humor, as in the
case of puns, and double engenders, where rival meanings are
deliberately tolerated, or in the order to establish solidarity ofthe speakers
2.1.5 Context
Speech is always realized in a particular context. Context holds an important
role in interpreting the meaning of the speech because the meaning of the speech
is variety in different contexts. in other words, an utterance can mean completely
different from that intended by speaker that due to differences in the context of
utterance in progress. The ability to interpret the meaning of the speech is in many
ways dependent on the hearer`s ability to connect the speech with the surrounding
context (Holmes, 1992).
2.1.6 Advertisement
Advertisement is an audio or visual form of marketing communication that
employs an openly sponsored, nonpersonal message to promote or sell a product,
service or idea (Dirksen CJ and Arthur K, 1968). Sponsors of advertising are often
businesses who wish to promote their products or services. Advertising is
important for the seller and companies producing the products. Advertising plays
very important role for the producers and the sellers of the products, because
advertising helps increasing sales. And also advertising helps producers or the
companies to know their competitors and plan accordingly to meet up the level of
competition. If any company wants to introduce or launch a new product in the
market, advertising will make a ground for the product. Advertising helps making
2.2 RELATED STUDIES
2.2.2 Previous Studies
In this part, the researcher discovers four previous studies, are :
Firstly, the researcher with titled Implicature analysis on cigarette
advertisement slogans by Mutmainnah University of Brawijaya Malang
(2013). This research uses Grice’s conversational implicature theory to
conduct the research. This study uses qualitative approach in relation to the
use of clear and systematic description about the phenomena being studied.
Descriptive study in textual analysis is applied in this study to analyze the
cigarette advertisement slogans. The data are downloaded from the internet
and selected from ten cigarette advertisements that appear on television most
frequently. The collected data are then analyzed in terms of the message
conveyed in the generalized and particularized implicature of cigarette
advertisement slogans. In this research, the researcher found all generalized
and particularized implicature of the data. The researcher also found most of
the intended meanings of the cigarette slogans. In conclusion, all the cigarette
companies have different styles of making the slogans to attract the
consumers to buy the products.
Secondly, the previous studied that is A study of conversational
implicature in Sentilan Sentilun Talk Show on Metro TV by Reyfa Arfiyah
University of Wijaya Putra Surabaya (2014). This research focused in
conversation between two main character; Sentilan Sentilum and the guest
star. This research find the utterances that flouting the maxim. From this
research, the researcher continue the theory, but the researcher want to
identifying the implied meaning of the utterances that flouted the maxim.
This research used qualitative descriptive method, she was find the utterances
occur in conversational implicature. After that she find the utterances that
being flouted. The result of this study in one sentences or utterances it can
have more than one flouted a maxim.
Third is An Analysis of Conversational Implicature in Smart Fm’s Radio
by Irma B. Pakpahan (2012). Her study focuses on the wording of Smart Fm
talk show. The writer interested to discuss her study, because conversational
implicature make us to infer what people talk especially in radio talk show.
This study is intended to discover the types of conversational implicature
used by the interviewees. The similarity between Irma and the researcher in
theory, both of them used Implicature and Conversational Implicature based
on Grice’s Theory. Subject of them also used talk show. Both of them also
focuses in utterances that consist of conversational implicature. And the
differences from Irma’s thesis the researcher want to find flouting of maxim
and what kind of maxim that being flouted. Meanwhile in Irma’s thesis, the
study only focuses on find out the utterance that has conversational
implicature and divided the utterance into two kind “generalized and
The result of this research shows that the two types of conversational
implicature were occured in the four editions of Smart Fm’s Talk Shows.
They were Generalized Conversational Implicature (25) and Particularized
Conversational Implicature (15). The total number of conversational
implicature was 40. The most dominant types of conversational implicature
were Generalized Conversational Implicature (62.5%). It means that when the
interviewees answer the question, they usually used the clear answer to make
their partner and listeners understand what he/she talked about.
The last previous studied isConversational Implicature of the Presenters
in Take me out Indonesia by Sheila Nanda University of Indonesia (2012).
This research is a pragmatic study that aims at investigating conversational
implicature that the presenters of Take Me Out Indonesia operate within their
utterances along with the possible implications that lie behind the implicature.
The researcher divided into two categories, generalized conversational
implicature and particularized conversational implicature. This research used
qualitative and descriptive with the presence of a simple statistical data for
describing the occurrences of the intended features. The finding show that in
one episode taken as simple of this study, implicature occurs in the show 204
times. The occurences are divided into two categories, generalized
conversational implicature and particularized conversational implicature. This
categorization is based on the inferences to figure out the conveyed meaning
The result of this research may just reflect a part of the conversational
implicature that the presenters apply in the show but it perhaps will give more
references and further considerations for language students in their studies
and even broadcasters within their communication.
Based on the previous researchers above, it is very clear that most of all
previous researchers on conversational implicature almost relate to the use of
maxims and its violation on a talk. Therefore, in this present study the
researcher focused on the types of conversational (generalized and
particularized conversational implicature) implicature in advertisement and
CHAPTER III
RESEARCH METHODOLOGY
This part discussed the methodology of the research. It consist of research
design, the role of the researcher, research instrument, subject of the research, data
and data source, data collection, and data analysis.
3.1 Research Design
This study was conducted by applying descriptive qualitative method.
Creswell (1998:15) define that qualitative research is multi-method in focus,
involving an interpretive, naturalistic approach to its subject matter. Other opinion
According to Litosseliti (2010) qualitative approaches are particularly valuable in
providing in depth, rich data (p.31). This means that qualitative researchers study
things in their natural settings, attempting to make sense of or interpret
phenomena in terms of the meanings people bring to them. And also qualitative
research involves analysis of data such as words, examples from interviews,
transcripts, pictures, video, recordings, notes, documents, the products and records
of material culture, audio-visual materials and personal experience materials (such
as artifacts, journal and diary information and narratives).
In this research, the descriptive qualitative method was employed for the
investigation of the study. Descriptive method was used in this study to describe
product and food beverage product and qualitative method used because it deals
with words and sentences.
3.2 Data Collection
3.2.1 Data and Data Source
The advertisement of beauty product and food & beverage product videos and
scripts be the main source of this study. The data downloaded from the YouTube
and selected from the advertisements that appear on television most frequently.
Each video has 30 second until 1 minutes duration. The data are utterances of
those videos. The videos transcribe into written language. The utterances of the
advertisements were distinctively identified based on types of conversational
implicature framework and cooperative principle proposed by Grice (1975).
3.2.2 Research Instrument
Two instruments are used in this research: human and non-human instrument.
The human instrument is the researcher herself, because she is the one who
collected and analyzed the data, because this research is used qualitative
descriptive approach which focus on theoretical to collect the data and analyze the
data. In descriptive qualitative research, the most important instrument used is the
instrument of observation, interpretation, and documentation. The non-human
videos in the written text and the table sheet helped the researcher classified the
data.
3.2.3 Subject of the research
To get the result of the research, the data was needed and chosen deals with
the problem that was related to the study. Subject of this research is advertisement
of beauty products and food & beverage products on television, the
advertisements that appear on television most frequently. The advertisements
downloaded from YouTube and the video transformed into transcripts.
3.2.4 Techniques of Data Collection
The data of this research are those utterances of advertisement that include in
conversational implicature. In collecting the data, the researcher did several steps
such as:
1. The researcher downloaded the video of advertisement from YouTube, the
advertisements was downloaded that appear on television most frequently.
2. The researcher watched the videos and transcribe the data into written
language.
3. Identifying the utterances of the advertisement with underlined the word
or sentence which containing in conversational implicature.
4. The researcher classifies those data based on the types of conversational
3.3 Data Analysis
After collected the data, the researcher started to analyze the data using the
following steps. Miles and Huberman (in Denzim and Lincoln, 1994:429) state
that there are three current flows of data analysis, namely, data reduction, data
display, data analysis and conclusion drawing. There are some steps to analyze the
data, Firstly, after the utterances in the advertisement have done classified and
underlined based on conversational implicature, the researcher described the types
of conversational implicature: Generalized Conversational Implicature and
Particularized Conversational Implicature. The data described and analyzed based
on the situation and context of the utterances. Then, before the researcher
analyzed the data, the researcher make data display to classify the utterances
based on the types of conversational implicature and Violation of maxim. After
that, the researcher identified and analyzed each utterances one by one to get the
second answer. The data based on types of conversational implicature started to
analyze by violating the maxim to answer the second question. The purpose of
this analyzed to know how conversational implicature used in the advertisement.
Table 3.3.1 Data Display Types of Conversational Implicature
Data display is organized information including the final conclusion. In data
display the researcher classified these utterances based on the types of
conversational implicature.
Data Uterance TYPES OF CONVERSATIONAL
IMPLICATURE
GCI PCI
1
2
3
4
Note :
GCI : Generalized Conversational Implicature
Table 3.3.2 Data Display Types of Occurrence of the Violated Maxims
Data Utterance Violated Maxim
Quality Quantity Relation Manner
1
2
3
CHAPTER IV
FINDINGS AND DISCUSSIONS
This chapter presents findings and discussion. In the finding section, the
researcher presents detailed information about the types of conversational
implicature and how to used it in advertisement by violating of the maxim. While
in the discussion section, the researcher give general explanation of the finding.
4.1. Research Findings
To answer the research questions, the researcher attempts to present the result
by explaining the types of conversational implicature based on Grice’s theory of
implicature (1975) used by participants in the advertisements of beauty product
and food & beverage product the researcher analyzed the utterance of participants
in the advertisements of beauty product and food & beverage product, and
concerns on the violation of maxim. There are 10 advertisement of beauty product
and 10 advertisement of food & beverage product to get various data. Resulting
from the research subject, basically there are 23 data containing implicature from
20 advertisements. Each datum is containing conversation and utterances with
implicature. The utterances containing implicature are signed with the bold and
italic text which completed with the context description and analysis. Those data
are used in different setting and context. Beside that, the researcher provides the
and the violation of maxim that is appeared on the advertisement of beauty
product and food & beverage product.
4.1.1 The Type of Conversational Implicature
In this part, the data occurs as result of the implicature that include to type of
conversational implicature based on the theory of implicature which proposed by
Grice. To make easy understandable, the explanation will be elaborated by the
researcher more complete in the table below 4.1.1
4.1.1 Conversational Implicature classification based on type of
conversational implicature.
DATA Utterance Types of Conversational
Implicature
GCI PCI
1. Duh, aku tu parno an.
2. Bebas semua masalah
3. Sikat gigi?
5. Berkat Fair and Lovely ABCD
6. Lebih gampang milih pelembab kak dari pada milih cowok
7. Wah kalau pake, bisa punya fans
kayak kamu.
8. Seperti di usap mawar
9. Buat ulang tahunmu yang ke-31.
10. Tapi, kamu masih pake pelembab
biasa kan?
11. Wah…Indah nya
12. ups,dulu pernah coba shampoo lain
dan ketombe kayak nya juga sempat
hilang, tapi cuma sebentar dan balik
lagi dan rambutku rontok lagi.
13. Tinggal di kota pasti bikin kulit nya
kusam. Dia butuh ini
14. Zonk!
15. Untuk lebih berani karena kehangatan
16. Ayo berpikir jernih
17. Ada break ada Kit Kat
18. Karena laper ngerubah orang, Snickers coklat lezat dengan kacang dan caramel.
Lapar?ambil snickers!
19. Seperti Kaktus
20. Beda-beda sahur nya tapi niat nya
sama and Buka puasa nya beda
sama bersyukur nya.
21. Engga bisa bro, Gua Lebay Lemes
bray
22. Silver Queen Chunky Bar, Gede sih
tapi rela bagi-bagi.
23. Mizone Fresh In benar-benar beda.
Note :
GCI : Generalized Conversational Implicature
4.1.1 The Violation of Maxim
Data
Utterance
Violated Maxim
Quality Quantity Relation Manner
1. Duh, aku tu parno an
2. Bebas semua masalah
3. Sikat gigi?
4. Ehm!
5. Berkat Fair and Lovely
ABCD
6. Lebih gampang milih pelembab kak dari pada
milih cowok
7. Wah kalau pake, bisa
punya fans kayak kamu.
8. Seperti di usap mawar
c yang ke-31.
10. Tapi, kamu masih pake
pelembab biasa kan?
11. Wah…Indah nya
12. ups,dulu pernah coba
shampoo lain dan
ketombe kayak nya juga
sempat hilang, tapi
cuma sebentar dan balik
lagi dan rambutku
rontok lagi
13. Tinggal di kota pasti
bikin kulit nya kusam.
Dia butuh ini
14. Zonk!
15. Untuk lebih berani
karena kehangatan rasa
dan aroma Sariwangi.
17. Ada break ada Kit Kat
18. Karena laper ngerubah orang, Snickers coklat lezat
dengan kacang dan
caramel. Lapar?ambil
snickers!
19. Seperti Kaktus
20. Beda-beda sahur nya
tapi niat nya sama and
Buka puasa nya beda
sama bersyukur nya.
21. Engga bisa bro, Gua
Lebay Lemes bray
22. Silver Queen Chunky
Bar, Gede sih tapi rela
bagi-bagi.
23. Mizone Fresh In
benar-benar beda.
According to the tables above, there are 23 conversational implicature
those kind of conversational implicature consist of 19 generalized
conversational implicature and 4 particularized conversational implicature.
Mainly there are twenty three conversational implicature that contain
violated the maxim that consist of 9 violated the maxim of quantity, 1
violated the maxim of quality, 11 violated the maxim of manner and 2
violated the maxim of relation.These classified utterances are explained more
clearly in analysis the data below.
4.1.2 Analysis of The Data
Datum #1 Advertisement of Bedak Marcks
The context of datum#1 :
This conversation occurs in location of dance training, there are three
girls in dance practice. The three girls are confused about their face problems.
The first speaker said She is always afraid and worried about her face . The
second and third speaker also has face problems. Their face problems are
acne, blackheads and oily. When they are discussing their face problems,
other participant gives information about her powder to them. Her powder is
Bedak Marcks ,this powder can overcome their face problems.
Conversation :
(1) W :Duh, aku tu parno an.(she looks her face on the mirror)
Duh, I am always scared
Uhh.. there’s acne
(3) Y :Kulit Kusam, Bete.(she looks her face on the mirror)
My skin is pallid, it’s annoying
(4) W :Panen Minyak.(she looks her face on the mirror)
Lots of oil
(5) W, X and Y :Huhh, harus pakai filter.(They editing the photos used
filter)
Huhh, it must with filter
(6) Z : Untung nya aku pakai marcks. Buat kamu yang aktif, coba in
deh marcks aktif baru. Menyerap minyak, cocok untuk semua jenis kulit dan praktis.
Luckily, I used marcks powder. For you who active, try in new active marcks. Absord oil, suitable for all skin types and practice.
(She gives Marcks aktif to them and they tried to used Marcks Active)
(7) W:Bebas semua masalah
all problems is free
(8) Y:Bebas filter
No filter
(9) X,Y and Z : Yes!! Marcks aktif. Bebas berekspresi dengan
nyaman.
Yes!! Marcks active. Free to express comfortably Note :
W : First speaker (a young girl, she wear cheerleaders uniform, she has problems with her face)
X : Second speaker (a young girl with eyeglasses,she wear cheerleaders uniform, she has problems with her face )
Y : Third speaker (a young girl, she wear cheerleaders uniform, she has
problems with her face)
Z : Fourth speaker (a young girl, she wear veil, she wear casual cloth and she gives solution about their face problems)
Location : Location of dance training
Time : In the morning
On the conversation above Speaker’s W was uttering a generalized
conversational implicature in the sentence Duh, aku tu parno an. (I am
always scared) . Speaker’s W utterance means that she is always worried
about her face. Referred to Generalized Conversational Implicature because
interlocutor directly understand the meaning of her utterance, It can be seen
from Speaker’s X & Y respond, they can understand what Speaker’s W means,
they directly continue the topic of conversation. After Speaker’s W uttered it,
Speaker’s X and Y directly tell their face problems. The Speaker’s X and Y
respond has relation with Speaker’s W utterance. In this case, the researcher
assumes that Speaker’s X & Y respond shows that they understand what
Speaker’s W means without require special knowledge.
The second generalized conversational implicature also uttered by
Speaker’s W in last conversation. Speaker’s W was uttering a generalized
conversational implicature in the sentences Bebas semua masalah (all
problems is free) . This implicature above is include generalized
conversational implicature since inference can be drawn from general features
of the context. It can be seem from Speaker’s X, Y and Z respond they said
Yes!! Marcks aktif. Bebas berekspresi dengan nyaman . It means they
understand that the word free it refers to face problems.
The Process how the speaker used conversational implicature in this
advertisement has been done analyzed by Violating The Maxim. The first
utterance by Speaaker’s W in (Datun#1.3) above Duh, aku tu parno an.
this utterance violates the maxim of quantity as she does not give sufficient
information. She does not explain that she was worried about her face. She
worried. ( Duh, aku tu parno an karena wajah ku punya banyak masalah .(I
am worried because my face problems).
The second conversational implicature also uttered by Speaker’s W in
(Datum#1.7) above Bebas semua masalah this utterance violated the
maxim of manner, the word masalah is ambiguity because the speaker did
not explain with clearly. The word masalah can refers to problems of
anything. The hearer must know the context of situation to know the implied
of this utterance. This utterance can follow the maxim of manner if she said
Bebas semua masalah wajah .
Datum #2 Advertisement ofCitra Night Whitening Lotion
The context of datum#2
This conversation occurs in bed room, there are three women in this
conversation. The purpose of this conversation is about Citra Night
Whitening Lotion used before going to sleep for skin regeneration. In this
conversation Speaker’s X and Y already used Citra Night Whitening Lotion
before going to sleep. And Speaker’s Z never used Citra Night Whitening
Lotion. It can seen when Speaker’s X ask about Citra Night Whitening
Lotion Speaker’s Y said sudah and Speaker’s Z did not understand about
question of Speaker’s X.
Conversation :
(10) X:Waktunya tidur!
(15) X :Citra Night Whitening Lotion?
(16) Y :Sudah.(smile and show her lotion)
Already.
(17) Z :Ehm!(Confused)
(18) X :Citra night whitening lotion pakai sebelum tidur.
Citra night whitening lotion used before going to sleep.
(19) Y :Untuk membantu regenerasi kulitmu.
For regeneration your skin.
(20) X : Baru! Citra Night Whitening.(She show her body lotion Citra Night Whitening Lotion )
New! Citra Night Whitening.
(21) N : Whitening Lotion pertama dari Citra dengan paduan sempurna minyak biji anggur dan ekstrablueberry dari rahasia kecantikan Asia untuk membantu regenerasi kulit ketika kamu tidur.
First whitening lotion from Citra with a perfect blend of grape seed oil and extra blueberries from Asian beauty secrets to help regenerate skin when you are sleep.
(Speaker’s Z tried to used Citra night whitening lotion before she going
to sleep)
(In the morning)
(22) Y and X :Wow, kulit cantik terasa lembut. ( smile , they touch skin
of Speaker’s Z)
Wow, beautiful skin feels soft
(23) Z :Sudah.(smile)
Already.
Note :
X : The first speaker (girl wearing night gown) Y : Second speaker (girl wearing night
Z : Third speaker (girl wearing night gown) N : Narator or Informant
Location : At Home and Bed Room
Time : At Night, In the morning
On the conversation above Speaker’s Y ask Sikat gigi?(brush yout
teeth) it is categorized ina generalized conversationalimplicature, this kind
people in general conversation. Besides, by estimating the context of this
conversation the hearer can understand that Speaker’s Y said have you
brushed your teeth? . The situation also supported that Speaker’s W utterance
is understandable when the hearer was responding Speaker’s W utterance by
saying sudah .
In the middle of conversation, when Speaker’s Z said Ehm this
utterance categorize as generalized conversational implicature. This
utterance means she never used Citra Whitening Lotion before going to sleep.
Speaker’s Z utterance above is kind of utterance is the usual sentence used
when feeling confused or unable to understand. She uttered this sentence
because she never used Citra Whitening Lotion, she said Ehm.. in order to
make sure the other participants can understand that she never used it. This
utterance can make the listener understand its meaning without special
knowledge, it can see from Speaker’s X & Y respond Citra night whitening
lotion pakai sebelum tidur. Untuk membantu regenerasi kulitmu . They
immediately give an explanation aboutCitra Night Whitening Lotion.
The process how the speakers used conversational implicature in this
advertisement has been done analyzed by Violating The Maxim. The first
utterance by Speaker’s Y in (Datum#2.11) above Sikat gigi? this utterance
violates the maxim of manner, because this utterance is ambiguous. The
utterance Sikat gigi? it can refers to tool of take a bath or it can refers to a
should say Have you brushed your teeth? (Apakah kamu sudah menggosok
gigi?). And the second conversational implicature by Speaker’s Z in
(Datum#2.17)above Ehm.. this utterance violates the maxim of quantity as
she does not give sufficient information. She not give information with clear,
The Speaker’s X should say Ehm..I never used it (Ehm..aku tidak pernah
pakai itu).
Datum #3 Advertisement ofFair and Lovely Multivitamin
The context of datum #3
The conversation occurs in shooting location, there are two women in
this conversation. The first speaker is crew and second speaker is Shireen
Sungkar actress. The purpose of conversation is talking about Shiren
Sungkar’s face, her face is beautiful and brigh because she used Fair and
Lovely Multivitamin ABCD. Speaker’s X amazed with Shireen’s face, she
want to have face like Shireen. Shireen tell to Speaker’s X about Fair and
Lovely Multivitamin
Conversation :
(24) X:Wajahmu cerah. Pingin deh punya wajah sepertimu.(She looks
Shireen, she felt sad and amazed)
Your face is bright, I want have face like you.
(25) Y:Berkat Fair and Lovely ABCD. (smile)
Because Fair and Lovely ABCD
(26) X:ABCD? (confused)
(27) Y:Iya, Fair and Lovely multivitamin ABCD
C, D dipakai setiap hari.( She show her foundation Fair and Lovely multivitamin and give to Speaker’s X)
Alright, Fair and Lovely multivitamin contains allantoin A, vitamin B, vitamin C,D used in every day.
(Speaker’s X try to used Fair and Lovely Multivitamin)
(28) Y:Wajahmu cerah.(amazed and smile)
Your face look bright.
(29) X:Berkatmu dan Fair and Lovely ABCD.(smile)
Because of you and Fair and Lovely ABCD Note :
X : Crew (Woman)
Y : Shireen Sungkar (Actress, Woman) Location : Shooting Location
Time : In the morning
On the conversation above, Crew asks to Shireen about Shireen’s face.
She want has beautiful face like Shireen. Shiren said Berkat Fair and
Lovely ABCD. here Shireen was uttering a particularized conversational implicature because the inference worked out while drawing totally on the
specific context of utterance. In this conversation the hearer did not
understand about ABCD . Whether Shireen stated just an alphabet or refer
a name of product. The response of crew is represent her confuse expression
after Shireen stated that utterance. She were thinking and seems like she
waited for Shireen uttered more sentence. It describe that Shiren’s utterance is
not understandable. Therefore, the hearer need some specific information to
interpret this sentence.
The process how the speakers used conversational implicature in this
advertisement has been done analyzed by Violating The Maxim. The
utterance by Shireen in (Datum#3.25) above Berkat Fair and Lovely
ambiguous, because its can refers to alphabet or name of product. When
Shiren stated Berkat Fair and Lovely ABCD its mean ABCD is
composition of Fair and Lovely foundation. The word ABCD is a acronym
of alatoin A, vitamin B, vitamin C and D. Shiren should say more clear, she
can say Berkat Fair and Lovely dengan multivitamin A, B,C and D Iit is
because fair and lovely contains multivitamin A,B,C and D)
Datum #4 Advertisement ofPond’s White Beauty
The context of datum#4
This conversation occurs in the restaurant, there are two women in this
conversation: Gita Gutawa and Bunga Citra Lestari. The purpose of this
conversation is talks about the use of Pond’s White Beauty Mousturizer. This
product can make the face be beautiful and bright. Gita has beautiful face
because Pond’s White Beauty.
Conversation :
(30) X: Engkau tak bisa buatku menangis lagi. Ingat klipku yang ini
nggak? Imut ya! Masih cuek banget sama muka,agak kusam gitu. (She shows her video clip in last time to her sister) (Smile)
Remember may clip or not? It’s cute! Still ignore with face, looks dull face.
(31) Y: Sekarang uda cantik, cerah, dan beningkan! Gemes. (she looks
her sister) (Laughing)
Now it is beautiful and bright. So cute.
(32) X:Thank you ya kak uda ngajarin pakai Pond’s White Beauty.
Kini Pond’s White Beauty Mousturizer dengan 200% skin lightening aktif.(she shows her foundation Pond’s White Beauty )
