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AN ANALYSIS OF SLOGANS IN THE BEVERAGE
PRODUCTS
(A PRAGMATICS APPROACH)
THESIS
SUBMITTED AS A PARTIAL FULFILLMENT OF REQUIREMENTS FOR THE SARJANA SASTRA DEGREE IN THE ENGLISH
DEPARTMENT
BY
FATMANISSA PRIMA AYUNDA C0306029
ENGLISH DEPARTMENT
commit to user PRONOUNCEMENT
NAME : FATMANISSA PRIMA AYUNDA
NIM : C 0306029
Stated wholeheartedly that the thesis entitled AN ANALYSIS OF THE
SLOGANS ON THE BEVERAGE PRODUCTS (A PRAGMATICS
APPROACH) is originally written by the researcher. It is not a plagiarism, not
made by the others. The materials related to other people’s work were written in
quotation and included within the bibliography.
If it is then proved that the researcher cheats, the researcher is ready to
take the responsibility.
Surakarta, August 2011
The Researcher
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MOTTO
Always pray and do the best, for the
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DEDICATION
I dedicate this thesis to:
-
My
beloved “Bapak” and “Mamah”
-
My “Ayah”
-
My lovely Mas Lilik
commit to user ACKNOWLEDGEMENT
Alhamdulillahirobbil’alamin.
All praises are only for Allah, the Almighty God, the Most Gracious and
Most Merciful. Thanks for His guidance so that I can finish this thesis.
This thesis cannot be finished if there are no supports and helps from a
number of people who contributed in the preparation and the completion of the
research. In this acknowledgement, I would like to express my thanks.
I would like to express my gratitude to Drs. Riyadi Santosa, M.Ed, Ph.D,
as the Dean of Letters and Fine Arts Faculty, for approving this thesis and to Prof.
Dr. Djatmika, M.A, as the Head of English Department for giving permission to
write this thesis.
Drs. S. Budi Waskito, M.Pd as my thesis consultant for his supervision,
advice, guidance and helping me complete my thesis. Thank you Sir!
My thanks to all of lecturers of English Department who have taught me
many lessons and experiences. I’d like to extend my thanks to Dra. S.K. Habsari,
M.Hum., Ph.D for giving me remedial test for all American Popular Culture
subjects which she taught.
My special thanks to my parents, Aad Fuad Arifin, S.H and Sri Lestari,
S.E and also to My Ayah, (Alm) Ir. Edlim Murwito, I miss you.
My lovely husband, Mas Lilik, for your love, prayers, jokes, supports and
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My thanks to the great family of Abah Syamsul and Ibu Iyoh in Kuningan.
I’m sorry I cannot mention you one by one. My great family of Mbah Tumi.
Mbah Uti (Alm), Mbah Kung, all of my Pakdhe and Budhe, Om Kis- Lek Ning.
Mbah Iskak, for your patience in facing me, “Sabar ya Mbah”.
My dearest friend, Fanya Anggasari, S.E. ”makasih semuanya ya cuint…”.
Pakdhe Eko and Pak San, thank you for your paper supplies and printing.
Pak Priyo, thank you for your support.
Ikha and mami Keny, thank you for supporting me to finish this. All of my
friends in ED ’06. Ata, Becka, Teh Rini, Chandra, Anita, Vika, Cindy, Dilla, Susi,
Pondra, Wulan “RIP ya Lan”, Yuli, Aji, Lala, Vendra, Rena, Rizqi for the “pop
culture course” and so on (I am sorry for not mentioning your name one by one). I
am very pleased to know all of you. Thank you for many moments we share
together. Everybody that I could not mention you one by one. Thank you for
everything.
Surakarta, August 2011
commit to user ABSTRACT
Fatmanissa Prima Ayunda. C 0306029. An Analysis of Slogans in the Beverage Products (A Pragmatics Approach). English Department. Faculty of Letters and Fine Arts. Sebelas Maret University.
This study aims at describing the implicature of each slogan on the package of the beverage product, knowing the meaning of the slogan related to the package of the beverage product and knowing the responses of the consumers towards the implicature of the beverage product. This research was motivated by fact that the economic level in making beverage products by the manufacturer increases rapidly since drinking is the main necessity for people. However, the consumers have the right to choose beverage products that they want to buy. For the purpose, a manufacturer must be able to create an effective, persuasive and interesting package of a product so it can help raising the sales of the product itself. A slogan becomes one of the main elements on a package that has an important role in attracting the consumers. The implicit message of a slogan can influence people to buy. However, in order to make an interesting slogan, a manufacturer often tends to violate the cooperative principles by Grice. This research is beneficial for those who are studying and working in marketing world.
This study is a descriptive qualitative study. The data of this research are the slogans on the package of the beverage products collected from Luwes Swalayan on March 2010. This research employs the total sampling method, and there are 15 slogans on the various packages of beverage products used as the data. The researcher also uses 10 people who are familiar with beverage products used as the secondary source of data. This research used questionnaire as the instrument to know the responses of the consumers of the slogans.
Based on the analysis, it can be concluded that each slogan on the package of various beverage products mostly constitutes the extraordinariness of the products. The manufacturers tend to violate the maxims of cooperative principles in making a slogan on a package of a beverage product. From 15 data, there are only 7 slogans (46,67%) that obey all the maxims of cooperative principles. The rest of the data violate the cooperative principles. The slogans which obey all the maxims of cooperative principles have an explicit relation with the package of the beverage products while the rest of the data (8 data or 53,33%) have an implicit relation.
commit to user TABLE OF CONTENTS
TITLE ………...i
THE APPROVAL OF THE SUPERVISOR………...ii
THE APPROVAL OF THE BOARD OF THE EXAMINERS……….iii
PRONOUNCEMENT ………iv
MOTTO ………...v
DEDICATION ………...vi
ACKNOWLEDGEMENT ………....vii
TABLE OF CONTENTS ………...ix
ABSTRACT ………..xii
CHAPTER I INTRODUCTION ………1
A. Research Background ……….1
B. Research Questions ……….3
C. Research Objectives ………4
D. Research Benefits ………4
E. Scope of Research ………...5
F. Research Organization ………6
CHAPTER II LITERARY REVIEW ………..7
A. Communication ………...7
1. Definitions of Communication ………..7
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1. Definitions of Pragmatics ………..9
2. Scope of Pragmatics ………10
C. Implicature ……….13
1. Notion of Implicature ………..13
2. Maxims ………16
D. Context ………..19
1. Features of Context ……….20
2. Kinds of Context ……….20
E. Product ………..22
F. Package ……….24
1. Functions of Package ………..24
2. Materials of Package ………...27
G. Slogan ………....28
1. Definitions of Slogan ………..28
2. Characteristics of Slogan ………29
H. Review of Related Study ………..30
CHAPTER III RESEARCH METHODOLOGY ………...31
A. Type of Research ………..31
B. Data and Source of Data ………...31
C. Sample and Sampling Technique ……….32
D. Instruments ………32
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CHAPTER IV DATA ANALYSIS ………37
A. Introduction ………...37
B. Analysis ……….38
C. Discussion ……….90
CHAPTER V CONCLUSION AND RECOMMENDATION ……...100
A. CONCLUSION ………...100
B. RECOMMENDATION ……….….102
BIBLIOGRAPHY ……….…..103
AN ANALYSIS OF SLOGANS IN THE BEVERAGE
This study aims at describing the implicature of each slogan on the package of the beverage product, knowing the meaning of the slogan related to the package of the beverage product and knowing the responses of the consumers towards the implicature of the beverage product. This research was motivated by fact that the economic level in making beverage products by the manufacturer increases rapidly since drinking is the main necessity for people. However, the consumers have the right to choose beverage products that they want to buy. For the purpose, a manufacturer must be able to create an effective, persuasive and interesting package of a product so it can help raising the sales of the product itself. A slogan becomes one of the main elements on a package that has an important role in attracting the consumers. The implicit message of a slogan can influence people to buy. However, in order to make an interesting slogan, a manufacturer often tends to violate the cooperative principles by Grice. This research is beneficial for those who are studying and working in marketing world. This study is a descriptive qualitative study. The data of this research are the slogans on the package of the beverage products collected from Luwes Swalayan on March 2010. This research employs the total sampling method, and there are 15 slogans on the various packages of beverage products used as the data. The researcher also uses 10 people who are familiar with beverage products used as the secondary source of data. This research used
1
Mahasiswa jurusan sastra inggris dengan NIM C0306029 2
Dosen Pembimbing
commit to user CHAPTER I
INTRODUCTION
A. Research Background
Communication is needed by people as social creature. The interaction
between a person and a group with the others always uses language as a means of
communication. Communication used on all parts of human life aspects such as
social, economics, politics, etc. Among the above aspects, economics has the most
global problems to discuss because it is related with people‟s everyday life.
Nowadays, the competition of business becomes very hard. The growth
of population and modernism has made a new phenomenon of consumers‟
behavior. It makes producers work hard to market of advertise their products.
Well-designed advertisement will be useless if the package of the products is not
interesting at all. The producers of the products must give more attention to the
packaging because it has own role to attract consumers to buy their product
besides advertisement of the product itself.
The challenge of the producer is to make consumer catch a package of a
product on a shelf of a self selection store then attract him/ her to buy the product.
A producer must arrange and design its package because according to Gaw (1969:
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be made an efficient identifier.‟ The package also helps to increase the sales of the
product itself because of the well-designed.
One thing that usually found on a package is a slogan. It gives
information about the product. A slogan plays an important role to attract the
consumers. The right slogan will influence the sales of the product itself because
it gives clear information about the product which is needed by the consumers. A
slogan must also be persuasive and easy to remember.
Pragmatics as a part of linguistics takes the particular position. According
to Levinson (1985:21), „Pragmatics is the study of the relation between language
and context that are basic to an account of language understanding.‟ It is a study
that explores how a great deal of what is unsaid is recognized as a part of what is
communicated.
Concerning with the package of the products, it is very interesting to see
how a slogan gives its implicit message to a consumer in order to attract him/her
to fulfill the purpose of the producers that is to buy their products. They have to
give a strong statement supported by adequate evidence.
Relates with it, the varieties of beverage slogans in the packages of the
products are analyzed. Drinking is the basic necessity for human being. They
cannot survive to live without it. Today, there are many beverage products that
can be found on the shelves of self-service stores so that consumers have
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consumers read a slogan in the packages, it can help persuade them to buy the
products. Several slogans in the beverage packages can be seen as follows:
1. UHT Ultra Milk “Low Fat, Hi Calcium”
2. Mizone “Nutritious Isotonic Drink”
The examples above show the varieties of the slogans. The slogan comes
from UHT Ultra Milk. The word “Low Fat, Hi Calcium” means that the product
contains healthy composition. The taste of milk is delicious and it contains much
calcium. It does not contains too much fat. So the consumers believe that the
product is safe to consume.
The slogan “Nutritious Isotonic Drink” on the package of Mizone means
that the product contains nutritious composition. It makes people fresher after
doing some activities. It can change sweat and liquid when we do something.
From the explanation above, it can be said that the implicit message of a
slogan will influence people to buy a product. That is why the researcher does
this research is entitled “An Analysis of Slogans in the Beverage Products” (A
Pragmatics Approach).
B. Research Questions
1. What is the implicature of each slogan on the package of the beverage product?
2. How is the meaning of the slogan related to the package of the beverage
commit to user 3. How do the consumers comprehend the slogan?
C. Research Objectives The aims of the research are:
1. To describe the implicature of each slogans on the package of the beverage
product.
2. To know the meaning of the slogan related to the package of the beverage
product.
3. To know the responses of the consumers towards the slogan of the beverage
product.
D. Research Benefits This research will be beneficial to:
1. The Students
This research is useful to the students of business schools or business
advertising in order to understand the implicature because they can exploit this
study to arrange good slogans for the packages of the products or the
advertisements of the products.
2. The Lecturers
This research can be used as additional sources in teaching the
implicature theory. Especially for those who teach business‟ economics or
commit to user 3. The Other Researcher
This research can be used as a stimulus to conduct further research
related to this research in more details from other point of view.
4. The Producers
This research can help the producers to determine the technique in
arranging good and right slogan so they can get more profits as much as
possible in selling the products.
E. Scope of Research
This research only focuses on the English slogans written on the packages of the beverage products. The data from the result of on the English
slogans written on the packages of the beverage products were taken for the
analysis.
The English slogans written on the packages of the beverage products
analyzed because it is very interesting to see how a slogan gives its implicit
message to a consumer in order to attract him to fulfill the aim of the producers
that is to buy their products.
The researcher takes the data which are taken from the package of
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F. Research Organization
In brief, the thesis organization has been systematically arranged as
follows:
Chapter I : This chapter consists of the Introduction covering Research
Background, Research Questions, Research Objectives, Research
Benefits, Scope of Research, and Research Organization.
Chapter II : It consists of the Literature Review covering Communication,
Pragmatics and Implicature, Context, Product, Package, Slogan,
and Review of Related Study.
Chapter III : This chapter deals with the Research Methodology covering Type
of Research, Data and Source of Data, Sample and Sampling
Technique, Instrument, Technique of Collecting Data, and
Technique of Analyzing Data.
Chapter IV : This chapter talks about Analyzing of the Data.
commit to user CHAPTER II LITERARY REVIEW
A. Communication 1. Definitions of Communication
People in the world communicated to each other by using language.
According to Gartside (1986: 1),‟Communication is the art of sharing or
importing a share of anything. In its vital sense it means a sharing of ideas and
feelings in a mood of mutual understanding.‟
Furthermore, Emery (1986: 3) states that „Communication is the art of
transmitting information, ideas and attitudes from one person to another.‟ Gartside
(1986: 36) also defines „Communication as who says what in which channel to
whom with what effect.‟
From the explanation above, it can be concluded that communication is a
process of transmitting information, ideas and attitudes, in which there is a
communicator who sends a message to communicants in order to influence other
individuals behavior. In communication, both communicator and communicant
must have the same interpretation about the message transmitted. So, the
communicant can easily know what the message is about and give a response to
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2. Types of Communication
According to Effendy (1990), there are four types of communication:
a. Intrapersonal Communication
It is a communication that happens in a person himself. For example, a
person who is thinking or talking to himself.
b. Interpersonal Communication
It is a communication that happens between a person and the other(s),
usually there is an intimated open dialogue.
c. Group Communication
It is a communication that purposed for sending a message to a group of
people such as in meetings, conferences, briefings, lectures, congresses, etc.
d. Mass Communication
It is a communication that happens between a communicator and a large
number of communicants by using mass media such as magazine, newspaper, TV,
radio, film,etc.
Mass communication has three characteristics, they are (a) it has a
communicator, i.e.an institution or an institutionalized person, (b) it has general
messages, (c) it uses a means-media-channel for speaking messages.
By mass communication, the communicator may live in a distant place
from the communicant and they do not have to have the same interest and
attention or level of education, age, gender, social or culture. However, the
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means that they have to do something in order to fulfill their wishes, attention and
interests.
B. Pragmatics
In this research, the researcher uses pragmatics theory as the approach to
analyze the data. The modern usage of the term pragmatics was firstly pioneered
by Charles Morris (1938).
1. Definition of Pragmatics
According to Levinson (1985: 9), „Pragmatics is the study of those
relations between language and context that are relevant to the writing of
grammars. Hence, it can be said that Pragmatics should be concerned with
principles of language usage and have nothing to do with the description of
linguistic structure.‟ According to Leech (1983: 6), „Pragmatics is the study of
meaning in relation to speech situation.‟ Mey (1993: 5) also defines „Pragmatics
as the science of language seen in relation to its users.‟
„Pragmatics is also the study of the ability of language uses to pair
sentences with the contexts in which they would be appropriate‟ (Levinson,1985:
24). George Yule (1996: 3) also states that „Pragmatics is the study of contextual
meaning.‟ According to him, pragmatics concerned with the study of meaning as
communicated by a speaker (or a writer) and interpreted by a listener (or a reader)
so that it involves the interpretation of what people mean in a particular context
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Therefore, in Pragmatic view, to appreciate and to interpret the meaning
of a statement or an utterance, one must consider the relation between the
language and its context. In analyzing the data, the writer must give emphasize on
the contextual configuration in the relevance to the sign or the language to be
meaningful.
2. Scope of Pragmatics
There are some central topics in Pragmatics that must be considered
because it has something to do with the analysis of what people mean by their
utterances that what the words or phrases in those utterances might mean by them.
Levinson (1985: 27) states that „Pragmatics is the study of deixis, implicature,
presupposition, speech acts and aspects of discourse structure.‟
In this research, those five aspects will be reviewed to explain pragmatics
scope. Since the writer specify on the analysis of implicature, this study will be
discussed in the next chapter. The five aspects that can be related to the context
are:
a. Deixis
Deixis is a technical term (from Greek) for one of the most basic things we
do with utterances. It means „pointing‟ via language (Yule, 1996: 9). It is a term
functioning as reference to refer to words, phrases, clauses or sentences mentioned
before. In deixis, the expressions have their most basic uses in face-to-face spoken
interaction where utterances are easily understood by the people present, but many
need a translation for someone who is not right there. Deixis is clearly a form of
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between deitic expressions being „near speaker‟ versus „away speaker‟ (Yule,
1996: 9).
For example, “Listen, I‟m not disagreeing with you but with you, and not
about this but about this” (Levinson, 1985: 55). We do not know who the
participants are and where the utterance it occurs and when it is said. Therefore,
the deixis of the utterance is meaningful if the context of the utterance is
accurately known.
b. Implicature
Implicature is a proposition based on the interpretation of the language use
and its context of communication in a bound that the participants can interpret
what the implication of a message or utterance from what the speaker literally
says.
For example, a teacher‟s utterance of “this class is so quiet!” may implicate
that the teacher not only states that he feels that the class is quiet, but more than
that he wants the students to be more active during the class.
c. Presupposition
According to George Yule (1996: 25), „presupposition is something the
speaker assumes to be the case prior to making an utterance‟ speakers and not the
sentences have presupposition. Presupposition of a statement will remain constant
even when that statement is negated.
For example, two statements „John‟s car is not red‟ and „John has a car‟
commit to user d. Speech Act
Speech act carries some action in an utterance. Austin (in Levinson, 1985:
236) states that „in uttering a sentence, one might be said to be performing
actions‟. There are three basic acts in saying utterances, namely: 1) locutionary
act, it is the basic act of utterance because it produces a meaningful linguistic
expression, 2) illocutionary act, it is performed via the communicative force of an
utterance in order to make a statement, an offer, an explanation or other
communicative purposes, and 3) perlocutionary act, it is done to have an effect
from the utterance.
For example, “I already closed the door but not the windows.” When the
context of the utterance is between a mother and her daughter and the setting is in
their house at night, the locutionary act refers to the windows that are still opened,
the illocutionary force is requesting the daughter to close the windows, and the
perlocutionary effect is persuading, that is making her daughter to close the
windows.
e. Discourse Structure
Discourse structure or conversation structure relates with the organization of
conversation. Every conversation can be analyzed through conversation analysis
because it has structure. For example, turn taking is done when someone respects
other people in taking their turns in speaking. There are also adjacency pairs, a
fundamental unit of conversational organization, that manages the kind of paired
utterances of which a question should be replied by answer, greeting by greeting,
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Those five aspects have the relation with the context because without
appreciating the context of the utterances, the messages of a speech cannot be
interpreted accurately.
C. Implicature 1. Notion of Implicature
Grice firstly proposed the term „implicature‟ in William James lectures at
Harvard University in 1967. He states that implicature is „what a speaker can
imply, suggest, or mean as distinct from what the speaker literary says.‟ (in Brown
and Yule, 1982: 3) The word „implicature‟ is derived from the verb „to imply‟
which means „to fold something into something else.‟
According to Mey (1993: 99), „implicature is something which implied in
a conversation that is something left implicit in actual language use.‟ Meanwhile,
Gazdar (1979: 38) also states that „an implicature as a proposition that is implied
by the utterance of a sentence in a context even though that proposition is not a
part or not an entailment.‟ From the definition above, it can be concluded that
implicature is an implied message that is based on the interpretation of the
language use and its context of communication.
Grice (in Levinson, 1985: 126-129) classifies implicature into two kinds,
they are:
a. Conventional Implicature
It deals with the conventional features of the words employed in the
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not derived from super ordinate pragmatic principles like maxims, but are simply
attached by convention to particular lexical items of expression.‟ (Levinson, 1985:
127) This kind of implicaature is not based on the cooperative principle or the
maxims. Moreover according to George Yule (1996: 45), conventional
implicatures‟ do not have to occur in conversation, and they do not depend on
special contexts for their interpretation.‟ He also states that „conventional
implicatures are associated with specific words and result in additional conveyed
meanings when those words are used.‟ (ibid)
Grice (in Levinson, 1985: 127) provides two examples of conventional
implicature, they are the words but and and. The word but has the same
truth-conditional (or truth-functional) content as the word and with an additional
conventional implicature to do the effect that there is some contrast between the
conjunctions.
Conventional implicature, according to Levinson (1985: 128) will be non
cancellable because they do not rely on defensible assumptions about the nature
of the context; they will be detachable because they depend on the particular
linguistics items used (i.e. the substitution and for out you lose the conventional
implicature but retain the same truth conditions); they will not be calculated using
pragmatic principles and contextual knowledge, but rather be given by convention
(i.e. the given truth condition of but can be derived or calculated in no way to
contrast between two conjuncts); they may be expected therefore to have a
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universaltendency for languages‟ to associate the same conventional implicatures
with expression with certain truth condition.‟
This research will not apply the concept of conventional implicature.
b. Conversational Implicature
Conversational implicature is an implicature that emphasized on the basis of
the maxims and context.
Brown and Yule (1996: 31) state that conversational implicature „is derived
from a general principle of conversation plus a number of maxims which speakers
will normally obey.‟
Grice divides conversational implicature into two parts, namely:
1) Generalized Conventional Implicature
It happens when no special background knowledge is required in the context
to calculate the additional conveyed meaning. For example, „He died because of
AIDS‟ implicates that people who suffer from AIDS disease can make die due to
the disease. This interpretation is derived from a general background assumption.
2) Particularized Conventational Implicature
It is an implicature that requires specific contexts. Gunperz (1982: 70) states
that „A side from physical setting participants‟ personal background knowledge
and their attitudes towards each other, sociocultural assumption concerning role
and status relationship as well as social values associated with various
components also play an important role.‟
For example, “Mike goes to prison”. The utterance may carry a
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for his crime. Particular background assumption to rule out the literal
interpretation is needed because the sentence will not carry particular implicature
if Mike goes to prison because the he works as a prisons‟ guard.
2. Maxims
Grice‟s theory of implicature is a theory about how people use language,
especially how people make a conversation. This theory can be used as a
guideline for the effective and efficient use of language in conversation. In
concluding conversation, the participants of the conversation, both of the sender
and the receiver want to understand each other and to be understood, so that the
purpose of the conversation can be reached. For this reason, the participants must
cooperate each other, so that the conversation will be effective and efficient.
Dealing with the case of cooperation, Grice (in Levinson, 1985: 101)
introduces principles, as a guideline for the effective and efficient use of language
in a conversation to further cooperative ends. The cooperative principles are stated
as follows: “Make your contribution such as its required, at the stage at which it
occurs, and by the accepted purpose or direction of the talk exchange in which
you are engaged”. The principle consists of four sub-principles or maxims,
namely:
1. The Maxim of Quality
Saying the truth is the most important thing in conversation. The
participants must not say what they believe to be false and must not say something
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„Try to make your contribution one that is true; (i) do not say what you believe to
be false, (ii) do not say that for which you lack adequate evidence.
There are two important keywords in the explanation above; true that can be
connected with the participants‟ belief and adequate evidence as prove that the
contribution is true.
For example, an utterance “Jane has three cars”, implicates “I believe she
has three cars and I have adequate evidence about it”. However, the statement
above can be anomalous if it implicate “Jane has three cars, but I don‟t believe she
has” because it contradicts the standard quality implicature that one believes what
one asserts.
2. The Maxim of Quantity
In a conversation, each of the participants must present the message as
informative as is required. On the contrary, they should also give various kinds of
information, which are not required. Grice (in Levinson, 1985:101) says, (i) make
your contribution as informative as it required for the current purpose of the
exchange, (ii) do not make your contribution more informative than is required.
For example, a sentence “The bag is black”, implicates “the bag has no
other colors except black” since there is no further information about other colors
the bag may contain.
3. The Maxim of Relevance
Grice (in Levinson, 1985: 102) says „Make your contribution relevant.‟ It
means that each of the participants must say something that is relevant to the
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difficulties in understanding the topic if it has no relevance and the utterances will
appear quite unconnected.
The example of this maxim appears in the following conversation:
X : When did you sleep last night?
Y : Right after Spiderman 3 finished
It is only the basis of assuming the relevance of Y‟s response that X can
understand it as providing a partial answer to his question. Y‟s answer can be
assumed that he is not in a position to provide full information. However, when X
thinks about the time when Spiderman 3 finished, it might provide him with the
means of deriving a partial answer. X may infer that Y intends to convey that the
time is at least after a TV‟s movie namely Spiderman 3 normally finished.
4. The Maxim of Manner
In conversation, each of the participants must say something orderly and
briefly. It means that they must avoid saying something that can cause ambiguities
and obscurities. Grice (Levinson, 1985: 102) says „Be perspicuous, and
specifically: (i) avoid obscurity, (ii) avoid ambiguity, (iii) be brief, (iv) be
orderly.‟
The example of the fourth sub-maxim can be seen in the following sentence,
„Do the work andcollect on my desk‟ will have a different meaning from „collect
commit to user D. Context
The context must be paid attention to understand or interpret meaning of
utterance or sentence. If the context is neglected, misinterpretation about the
meaning of the utterance will happen. According to Edward T. Hall (in Parera,
1991: 120) „information taken out of context is meaningless and cannot reliably
interpreted‟. Levinson (1985: 24) also states that context is needed in Pragmatics
because „Pragmatics is the study of ability of language users to pair sentences
with context in which they would be appropriate‟.
According to Leech (1983: 24) context deals with relevant aspects of the
physical or social settings of an utterance. He also considers context to be any
background knowledge assumed to be shared by the speaker and the hearer and
which contributes to hearer‟s interpretation of what the speaker means by a given
utterance.
Meanwhile, Parera (1991: 120) states that the context is a situation
formed by setting, activity, and relation. The interaction between these three
components will form context.
In order to understand or interpret a sentence or utterance, context
becomes the most important thing because the meaning of the utterance will be
different if the content is also different. The same utterance said in different
context will produce different meanings. For example, the meaning of a woman‟s
utterance „I hate him‟ to his friends when the woman found out that her boyfriend
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utterance is said when the woman falls in love with the man but she tries to hide
her feeling towards her friend.
1. Features of Context
In order to create a context, one must fulfill some criteria features of
context. Parera (1987) explains that the features of context are setting, activity and
relation. Setting is the time and place where the situation happens. It covers: (i)
material components around the language interactions, (ii) place, i.e. where the
communication takes place, and (iii) time, i.e. time sequence in language
interactions. Activity is all behavior happening in linguistic interaction. It covers
the activity of the linguistic interaction itself, non-verbal interaction, and also
reaction, perception, and feeling of the communicator and the communicant.
Relation is the relation among the participants. The relation can be determined by
sex, age, social status, etc.
The context of an advertisement has an important role for someone who
wants to interpret a slogan. It can limit the range of possible interpretation and
support the intended interpretation (Hymes in Brown and Yule, 1985). A slogan
must have an interaction among the three components, namely: setting, activity,
and relation, because the interpretation of a slogan is also based on those three
components.
2. Kinds of Context
According to Imam Syafi‟ie in Hasan Lubis (1993), there are four kinds
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a. Physical Context includes the place where language is used in a
communication, the objects presented in the communication and the acts of the
communicators and the communicants.
b. Linguistic Context includes sentences or speeches that precede in
sentence or certain speech in communication.
c. Social Context is social relation between the communicators and the
communicants.
d. Epistemic Context is the same concept of the message between the
communicators and the communicants.
In order to make good communication between the communicator and
the communicant, the above contexts depend on each other. First, the linguistic
context must be known by the communicant to understand the meaning of the
slogan. He also has to understand the physical context to know who the
participants are, where and when the communication event happens, and what the
topic is. The social context is important to be known because it is about the
relation between the communicator and the communicant is fulfilled in the
epistemic context.
A consumer will know the meaning of a slogan in a package of a product
if he knows who the producer is and what the content is. The context of a package
of a product has an important role to the consumer who wants to interpret a slogan
commit to user E. Product
Sean Brierly in his book „The Advertising Handbook‟ (1995: 41)
explains that product is the one of the four Ps components in the marketing mix
that are identified by marketers for years. The Ps are: 1) Price (of the brand), 2)
Product (including service, packaging, brand name and design), 3) Place
(distribution) and 4) Promotion (including advertising, public relations, personal
selling, gifts, exhibitions, conferences and sales promotion).
Meanwhile, according to Oxford Learner‟s Pocket Dictionary (1991),
product is „something produced‟. It means that product is a result of a production
by its producer. Nowadays, products are found not only in terms of economic but
also in almost all human‟s aspects of life. It happens because many products are
made to fulfill the demands of people from different backgrounds.
According to Gaw (1969: 61-63), there are several devices that may be
used to identify a product. They are:
1. Trademark and Brand Name
A trademark is pictorial device; symbol or word that identifies the origin of
a product and under law may perform no other function than that of identification.
That is why the creator of trademark, whether it will be a name, a design, or a
picture, should not resemble another existing trademark in meaning, appearance,
or a sound. In this usage, trademark and brand name become synonymous.
However, the brand name must do more than identify. It is simply one variety of
trademarks. It is a word that is usually used by a multiproduct manufacturer to
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The brand name is used in association with an overall trade name that
manufacturer applies to his entire output. A brand name as such has no separate
legal status. It is a trademark that falls into a separate category only in marketing
terminology. Sometimes in marketing, the terms „trademark‟ is used in a restricted
sense to mean a pictorial device or symbol as it distinguished from a word. Then
the expression of the brand name is applied to the „word‟ marks.
2. Trade Name
A trade name identifies the business; a trademark identifies the product. The
same word or name may be used as the principal component in the corporate title
of a business and also on the products of that business. The identical word uses as
the trade name is also the trademark. In some cases, the trade name is emphasized
on the packages to establish more strongly a familiar identity among many
products marketed by the same firm.
3. Trade Character
A trade character is a picture of a person or of an animal. It is often, but not
necessarily, a caricature. It may or may not be the same picture as the trademark.
The trade character identifies a product or a business, but it also employed to
obtain attention and sustain interest in advertising.
4. Package and Slogans
The package is most important thing of the product. It is an identification
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Meanwhile, the slogans are a part of the advertisement and also as
identifiers of the product. The discussion about package and slogan will be
explained in the next sub chapter.
F. Package
Gustav L. Nordstorm (in Gaw, 1961:83) states that „Packaging today is
advertising. It is being recognized by inclusion in the advertising and sales budges
of manufactures who once considered packaging costs exclusively a part of
production.‟
Today, the package of the product has many improvements. The modern
world with its growing population have made people‟s demands are increasing,
not only in quantities, but also in qualities. So, it also influences competition on
producing the best products or services for consumers. The package offer
becomes the main factor in this competition. Gaw (1961: 81) states „this, perhaps,
is especially true in self- service stores where the package has assumed a role of
self- merchandiser of the product and where it must identify favorite brands to old
users and include non-users to try its contents for the first time.‟
1. Functions of Package
Gaw (1961: 83-91) divides the functions of package into four, namely:
a. Containers
The package is, and must be, first and always, a container for the product. It
functions to hold and protect the product. The distribution from the producer to
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protect its package as the container, must be paid attention. Besides, it also can
add the effectiveness of the package as selling devices.
b. Dispenser
Every package must be a dispenser of its contents and many packages
dispense their products over a more or less extended period use. The package that
is satisfactory of its product can be the factor in obtaining new sales and in
building brand loyalty. It will also help the manufacturer to give its products a
right differentiation among other brands.
c. Premium
A package can be called as premium if it can give the buyer of the product
an extra value.
In addition, a premium package may be employed in a number of ways to
promote sales, such as:
1) Seasonal promotion
It is kind of promotion that to sell product by giving the package
according to season.
For example, during Christmas season, product is usually wrapped in a
colorful package that matches with the colors of Christmas as a gift to friends or
relatives. The function is not only to give the present itself but also to bring
commit to user 2) Long-term promotion
It is kind of promotion that will give beneficial use of the package after
the real product is already consumed. For example, a candy‟s box can be used as a
place to hold sewing equipment.
3) Secondary use package-sets promotion
It is kind of promotion that makes the package as collection of stuffs or
assets. Usually, women and children love this kind of promotion. For example,
customers, especially children, will collect a set of package from their similar toys
that are wrapped in similar boxes but have a different color. This will increase the
sales of the product.
4) Use of shipping cartons
It is kind of promotion that uses shipping cartons package as the material
to make other products so that the package will not be wasted. For example, a
shipping carton used to make toys for children.
d. Identifier and attention-getter
The package, by means of configuration, color, design, and copy, identifies
the product and brand. With the increase of self-service retail selling, quick and
easy identification of brands has become absolutely essential to effective selling.
In a short, a package cannot be separated from the product since the package
function as a means to attract the consumer even though he has no intention to
commit to user 2. Materials of Package
Generally, the materials of package can be divided into two kinds that
depend on its use, namely the outside package or the transit package and the
consumer‟s package or the selling package.
The outside package is used in the distribution in order to protect the
product during the transit from the manufacturer to the consumer. Meanwhile, the
consumer‟s package is used to wrap the product in one unit that can be bought by
the consumer in retail store. According to K.A Buckle (in Heri Purnomo, 1985:
182-183), the main groups of the package materials are:
1. Metal cans or a package from material
2. Bottles and stopper glass jar
3. Plastics whether it is stiff or not
4. Tubes made from metal or plastic that still resist even though it is
dropped
5. Boxes made from thick paper or stiff carton
6. Package made from various shape of paper bulb
7. Flexible package made from paper, paper board, thin plastic, foils,
envelop, sachet, etc.
Meanwhile, the material of package that is used in drinking products is:
1. Metal such as aluminum, tin slab, steel tin free
2. Glass
3. Plastic in all kinds; thin plastic, plastic laminated with other plastics,
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5. Layer from one or more of the above materials.
Usually, a manufacturer or a brand name has its own material or shape of
its product‟s package that has been used for a long period of time as the identifier
for its old customer. It is because a manufacturer will want to establish though its
package a means of quick and easy brand recognition to all consumers. However,
frequent change of a package should be avoided since any plan to change it will
make the manufacturer consider the cost and new designs that finally will effect to
the sales of the product.
G. Slogan 1. Definition of Slogan
A slogan according to Taylor (1965) is „… any watchword an expression
used to draw attention and to identify as the firm has slogan.‟ Meanwhile Liliweri
(1992) states that slogan is a brief and solid phrase or sentence used as a reminder
of a product and it can bind people‟s emotion. In American, Heritage Dictionary
of The English Language (1981), slogan is „… the catchwords of motto of a
political party, fraternity, school or other groups, a catch phrase used in
advertising or promotion.‟
Gaw (1969: 50) explains that a slogan can be an identification device for
manufacturer‟s product. Nevertheless, some slogans are so closely associated with
trademarks i.e. a picture mark often illustrates the idea put forth in slogan.
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and an important sales message. Further, he states that „a slogan should be easy
for the reader to recall, and thus serve as a reminder of a desirable quality or
characteristic of the advertised product or service.‟ (ibid: 80)
As mentioned above, it can be concluded that a slogan is a brief striking
phrase its purpose is to draw attention or attract the costumers or the readers to
fulfill the goal of the producer. It is used as a reminder and as an identity of a
product or service that will influence the consumers to buy the products.
2. Characteristics of Slogan
According to Gaw (1969: 80-81), the characteristics of slogan are:
a. The slogan should be easy for the audience to remember, and thus serves as
a reminder of a quality or characteristic of the advertised product or service
(Gaw,1969: 80)
b. The slogan should be short and to the point (ibid: 81). A brief striking phase
or words can represent the superiority, excellence, and function of a product. This
can be fulfilled by using popular, common, and simple words in a slogan.
c. The slogan must represent the mood or spirit of the product or service by
containing sales message. „A cute or clever slogan which conveys no sales
message is of little value‟ (Gaw,1969: 81)
Meanwhile, Kertapati (without year) states “a slogan is a statement that
can arouse and move a certain feeling in a conflicting and competitive situation”.
In order to fulfill this requirement, a manufacturer usually uses persuasive
language in the form of the adjective words tend to be: free, new, better, best, full,
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Winardi (1992) states that „A product cannot use some slogans at all
once. If it does, the slogans will work nothing.‟ A company that deals with public
trust, for example a bank, usually has on slogan that gives insurance to its
customer that company is worth to be trusted. If they have more than one slogan,
public will sense that the company cannot give certainty to its customer. The same
thing happens in marketing product. A manufacturer has to make one slogan to be
used in one product since the function of a slogan is to be an identification device
and a reminder of the product. If the product has more than one slogan, the
customer will be difficult to remember them. This condition will directly affect
the sales point of the manufacturer.
H. Review of Related Study
The researcher intends to conduct this research because she is inspired by
the other researcher.
Hermin Pertiwi (2000) described the relation between the slogan and the
advertised product. The data of this research were taken from advertisement of
TV‟s commercial. The Grice‟s theories of implicature, especially the four maxims
are used to analyze the relation between the slogans and the advertised product.
Meanwhile, this research took English slogans on the package of the
beverage products. The researcher used the Grice‟s maxims and the related
context. To supports the consumer‟s responses of the implicature of the slogans
on the beverage products, she involves some respondents. It is to avoid subjective
commit to user CHAPTER III
RESEARCH METHODOLOGY
A. Type of Research
This research is a descriptive qualitative study. Descriptive study because
the data are collected and analyzed; and the conclusion is drawn without making
generalization (Hadi, 1984: 63). Qualitative study because the subjects and the
objects of the research are described through words to solve the problem (Nawawi
and Martini, 1991: 65).
This research is also mixed with simple quantitative study. Quantitative
study because the data consists of points. It is used to analyze the results of
collected questionnaires.
B. Data and Source of Data
The data used in the research are English slogan written on the packages
of the beverage products, taken from Luwes Swalayan in Jl. Raya
Solo-Tawangmangu, Karanganyar in March 2010.
There are two kinds of sources of data used in this research. The primary
sources of data are the implicature of the slogans that are analyzed by using Grice
theory of implicature. The secondary sources of data are the questionnaires that
are collected from the respondents. They are analyzed by using the scale which
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C. Sample and Sampling Technique
Sample is a part of population which is investigated (Sutrisno, 1987: 83).
In this study, the researcher employed a total sampling technique. It was used
because she took all the English slogans on the package of beverage products.
They were taken from Luwes Swalayan Karanganyar in March 2010.
Even though this research applied total sampling; the data used for this
research are based on some criteria. The criteria of the data used in this research
can be explained as follows;
a) The data must be in the form of English slogan written on the packages of
beverage products.
b) The data must be collected in Luwes Swalayan where the products can be
bought in large numbers.
Furthermore, based on the criteria above, the researcher found 15
samples from 15 English slogans written on the package of beverage products in
Luwes Swalayan and took all of them as the data. Besides, the researcher made
questionnaires of implicature comprehension of data to spread out for the
respondents. Then, the result of questionnaire will be discussed on chapter IV.
D. Instrument
The researcher herself collects the first data. Besides to collect the data,
the researcher also used questionnaires as instrument. It is to know whether the
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products. The questionnaires are distributed to 10 people. The criteria of the
respondents are:
1.) The respondents are the people who are familiar with the products, so that
it makes the researcher easier to ask them about the products used as the data.
2.) The respondents must have this criteria:
- Age : 15-25 years
- Gender : male and female
- Education : Senior High School to College
So that it will be easy to know their responses because they already
understand the English words in the slogan.
Each questionnaire has 2 parts. Part one is about the respondent’s
background and the part two consist of tables with which the data are evaluated.
E. Technique of Collecting Data
Since the aim of this research is to know the implicature of each slogan
on the package of beverage products and to assess the implicature comprehension
of each slogan, the data are collected through two stages.
The first stage used the following steps:
a) The researcher had an observation in Luwes Swalayan
b) The researcher selected the beverage products having English slogans on
the packages
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d) The researcher bought the beverage products according to the list by
selecting the same beverage products and choosing one of them as the data
e) The researcher classified the data
The data were classified based on the kinds of beverage products found in
one of beverage racks in Luwes Swalayan. From the 15 items, there were 6 kinds
of products that would be classified as follows:
Carbonated Drink ( C )
Milk ( M )
Mineral Water ( M W )
Tea ( T )
Fruit Taste Water ( F W )
Herbal Medicine / Jamu ( H M )
f) The researcher gave a code to the data
To make the data classification and analysis easier, the researcher gave a
code to each datum.
For example : 01 / C
The explanation : 01 means the number of the datum
C means that the kind of products belongs to the
classification of beverage products
The second step of collecting data is in terms of assessing the
comprehension. At this stage, the researcher used the following steps:
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2. The researcher designed questionnaires that are then distributed to the
recommended persons to assess the comprehension of the slogans on the beverage
products.
3. The researcher analyzed the collected questionnaire by using the scale
with four levels.
F. Technique of Analyzing Data
In analyzing the data type 1, the researcher used the following
procedures:
a) Describing the context configuration, namely the configuration of the
packages
b) Interpreting the context configuration
c) Analyzing each slogan of the package of beverage products by using Grice’s
theory of implicature
d) Making conclusion based on the analyzed data
To analyze the data type 2, the researcher used the following steps:
1) Recording the score of each questionnaire
2) Calculating the percentage of the implicature comprehension in order to
know the total average of mean of the questionnaire
3) Concluding the implicature comprehension of beverage products based
on the result of questionnaire by using the scale, they are:
- Scale 4 : the total average of mean with the point 4.00 to 3.51 indicates
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- Scale 3 : the total average of mean with the point 3.50 to 2.51 indicates
that the slogan is easy to understand
- Scale 2 : the total average of mean with the point 2.50 to 1.51 indicates
that the slogan is difficult to understand
- Scale 1 : the total average of mean with the point 1.50 to 0 indicates
commit to user CHAPTER IV
DATA ANALYSIS
A. Introduction
This chapter entitled data analysis will be divided into three subchapters,
namely Introduction, Analysis and Discussion.
The first subchapter provides the outline of how the analysis will be
conducted.
The second subchapter is divided into data description, data
interpretation and data analysis. It analyzed each datum separately to answer the
problem statements. The data description describes each element of the data based
on the context configuration of the package of beverage products. The data
interpretation interprets the context configuration of the package of beverage
products. While the data analysis, analyses the data based on the Grice‟s
implicature.
To answer the problem statement number three, the researcher calculated
commit to user B. Analysis
01/ M
ULTRA MILK UHT
„Low Fat Hi Calcium‟
a. Data Description
Ultra Milk UHT is a product from PT. Ultra Jaya Milk Industry. Ultra
Milk UHT is a brand of UHT milk that can be consumed by everybody, especially
for people on diet and in growth. There are many kinds of Ultra Milk UHT milk,
such as chocolate, strawberry and vanilla. Ultra Milk UHT made from fresh milk
and it is rich of natural calcium and 15 vitamins and 9 minerals. Those who want
to drink milk before or while doing their activities usually consume the product. It
is very easy to serve, and because of that many people consume it every time.
They only have to put the straw into the place and the milk is ready to consume.
The package of the product is made of a kind of box with white as the
basic color. This package has 6 sides of layout, namely front, back, right side, left
side, upside and downside layout.
The slogan is located on the front and back side of layout of the package
and it is under the brand name. The brand name and the slogan are printed on a
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has Latin alphabet type. All of the words used on the slogan are written in lower
case letters.
b. Data Interpretation
A package has a unity in conveying its message. The elements serve each
other to build a unity. The central idea of the package is the slogan that is
supported by other elements, namely the illustration, the color, etc.
The slogan is written under the brand name in a purpose to clarify that
the slogan belongs to the product. It also becomes the supportive explanation that
Ultra Milk UHT is UHT milk that contains low fat and high calcium. White as the
color of the background gives contrast view towards the blue color used in the
letters of the slogan. The slogan is written in smaller blue letters with the same
color of the background. By the contrast of color, the letters of the brand name
can be easily seen by the consumers‟ eye. The whole of the layout is dominated
by white, blue and green colors. It makes the consumers feel attracted when they
see the package of the product in the shelf store. The letters with various
typographies and colors also add the attraction of this package. It makes the
slogan more readable for the consumers.
The illustrations also support the slogan by giving pictures of a glass of
white milk and a cow farm. The picture of a glass of milk gives a meaning that
this product is not only delicious but also contains of low fat and high calcium.
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good farm and means that it is made from fresh milk, so that it is rich of natural
calcium and contains 15 vitamins and 9 minerals. It can make its consumers
healthy. Besides, the nutritious fact is also informed to the consumers in the form
of a table on the right side of the layout. On the table, there is the amount of
energy fat, protein, total carbohydrate, vitamins, calcium, phosphor; which proofs
that the product contains low fat and high calcium. This nutrition value in the
form of a table gives the certain number of fat and calcium that will be consumed
by its consumers when they consume this product. It gives an impression that any
consumers who consume Ultra Milk UHT milk will be healthy and have low fat
and hi calcium in their bodies.
The explanation that the product is an UHT Milk can be known from the
explanation on the left side of the layout. The explanation gives clear information
how to serve it, so that the consumers will not find any difficulty to consume this
product.
From the explanation above, the consumers can understand that the
layout of the package supports the slogan to convince them to buy this product.
c. Data Analysis
The slogan of Ultra Milk UHT Milk written on the package is, „Low Fat
Hi Calcium‟. It is made relevant to all the messages conveyed in the previous
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have low fat and high calcium for their daily, so that it will not take a long time to
serve and they will still get a nutritious meal‟.
The maxim of quality is fulfilled since the slogan gives true information
and gives evidence of it. The evidence can be seen from the ingredients and the
explanation of the product on the layout.
The maxim of quantity is obeyed since the slogan gives sufficient
information supporting the purpose of the manufacturer to offer the product to the
consumers. The slogan tells that the product has low fat and high calcium and it is
supported with the nutrition facts on the right side of the layout.
Considering that the product is UHT milk, the slogan that says „Low Fat
Hi Calcium‟ has a relation with the product. Even though the consumers cannot
know what the product has low fat and high calcium only by reading the slogan,
the fact that the product is beverage one makes the slogan related with the
product. Therefore, the slogan fulfills the maxim of relevance since the slogan
gives a relevant contribution about the product.
The relation of the slogan and the product is clear because the slogan
gives clear information about the product. Because of that, the maxim of manner
has been fulfilled.
The slogan implicates that „consuming Ultra Milk UHT Milk, people will
receive not only an instant product but also fresh low fat and high calcium milk
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The slogan obeys all of the maxims of cooperative principles. The layout
of the package supports the content of the slogan. The illustrations, the nutrition
table, the ingredients and the serving suggestion represents that the slogan is
explicitly related with the slogan in the package of the product.
02/ FW
FRUTANG ORANGE
„With Natural Orange Pulp‟
a. Data Description
Frutang Orange is a beverage product made by PT. Tang Mas Depok, in
Indonesia.
The package is made of plastic bottle. Since the beverage has orange
taste, the dominant color of the package is orange. However, there are many
additional colors on this package such as white, red, yellow and green.
The package is divided into 2 parts, namely bottle cap and the body of
the bottle. The front and back layout consists of the brand name, the slogan, the
name of the manufacturer, the illustration and the net weight. On the left side of
the layout, there are the ingredients and the nutritious facts in a form of table. On
the right side of the layout, there are the production code and the barcode of the
