9 Next, to make the data to be easier to be processed, I transcribe the data in
written data in order to get clearer explanation about verbal offers. Finally, the data analysis will be analyzed relates to Gricean maxims and
then I draw some conclusion based on the result of the analysis.
1.7 Review of Related Literature
In supporting the idea of the analysis, I do not only create my opinion to accomplish the analysis, but also use and read some books relevant to the topic.
Cutting 2002: 14 has pointed out that “Pragmatics emerges as an independent field of the study primarily because Semantics frequently fails to
provide sufficient explanations with regard to meaning. While Semantics caters for the literal meaning of an expression, it does not take the context in which it is
uttered into account.” Thomas 1995:20 also adds,
“Pragmatics, on the contrary, recognizes the importance of context, and thus can reveal the meaning underlying a certain
utterances. To construct the appropriate meaning in an exchange, the speakers and the hearers need to negotiate it, taking physical,
social, and linguistics context as well as the meaning potential of the utterances into consideration.”
Context could be defined as parts of utterances next to, or near a linguistic unit which is the focus attention; also called environment. So, this theory shows
the role of context to reveal the meaning underlying a certain utterance that the context in this analysis is the market situation, and the focus is the verbal offers
by vendors.
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10 Aitchison 1995:28 underlines that in a narrow sense, pragmatics
concerns with how listeners arrive at the intended meaning of the speakers, whereas in the broadest sense it deals with the general principles followed by
human being when they are communicating with one another. Yule 1996:25 is not much different from Aitchison’s theory, who states
the word principles implies regularity exists in the use of the language communication, and this regularity derives from the fact that people are members
of social groups and follow general patterns of behavior expected within the group.
Grice 1989:29 proposed clearer understanding about the four maxims in his Cooperative Principles as follows:
1. Maxim of Quantity
a. Make your contribution as informative as is required for the
current purpose of the exchange. b.
Do not make your contribution more informative than is required. 2.
Maxim of Quality a.
Do not say what you believe to be false. b.
Do not say that for which you lack adequate evidence. 3.
Maxim of Relation a.
Be relevant. 4.
Maxim of Manner a.
Avoid obscurity of expression. b.
Avoid ambiguity.
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11 c.
Be brief avoid unnecessary prolixity. d.
Be orderly.
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12
CHAPTER II A BRIEF DESCRIPTION OF PRAGMATICS
