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CHAPTER IV RESEARCH RESULTS AND DISCUSSIONS
This chapter presents research results and discussions which have been analyzed. This chapter aims to answer two research questions presented in the
previous chapter. They are 1 How does the headline of the PSAs obey Grice‟s
CP? 2 What do the headline and subhead of PSA presuppose to express the speaker‟s meaning?
In the first part, the researcher explains ab out the Grice‟s maxims is used
as the measurement of a successful conversation in PSA. The researcher explains the presupposition finding on the second part. It is divided into two sections, the
first section discusses the presupposition on headline and the second section discussed the presupposition on subhead.
A. The PSA Headline Agreement on Grice’s Maxims
This analysis focused on whether or not the headline in agreement or in disagreement with
Grice‟s maxims. The headline is in agreement with Grice‟s maxims if follow the requirements from each maxim. On the other hand, the
headline said to disagree with Gric e‟s CP maxims if the headline flouted or
violated the maxims. Finch 2000a said, “Violating a maxim involves some
element of communication failure; providing too little, or too much detail, being irrelevant, or too vague. Flouting, however, are apparent rather than real violation
p.160. ” According to Finch 2000b, flouting the maxims will lead to a certain
measurement of communication para. 161. The maxims are divided into four; they are the maxim of quality, maxim of quantity, maxim of relevance, and
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maxim of manner. Each maxim is different, but all of them are aimed to obtain a comprehensive communication on advertisements. One headline could in
agreement with more than one maxim or in disagreement with more than one maxim. Headline contained the words that function to draw the advertisement
‟s attention Arens, 2006. Headline was the prime indicator of the successful
communication. In order to find out whether it was understandable or not, the researcher analyzed the agreement and the disagreement on those maxims.
Based on the data, it is found that fourteen headlines were in agreement with all maxims. On the other hand, there were eight headlines in disagreement
with at least one maxim. Those headlines at least obeyed two maxims; there were headline [5], [13], and [22]. Only one headline that in agreement with one maxim,
it is headline [16]. Here is the table of headlines agreement to Grice‟s CP, it is
showed on the following table.
Tabel 4.1 The Amount of Headlines Agreement on Grice’s Cooperative Principle
GRICE‟S MAXIMS QUALITY
QUANTITY RELEVANCE
MANNER AGREE
20 20
20 16
DISAGREE 2
2 2
6
Through considering the analysis, the researcher found that twenty headlines obey maxim of quality. It showed that those headlines have the true concept of what the
advertiser wants because maxim of quality focused on the truth of the contribution. Although the addressee could see the truth, the headline always
considers the basic fact to prove the reliable information. Besides, there were nineteen headlines in agreement with maxim of quantity because the headline of
an advertisement gives appropriate information in advertisement. The more the
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headline in agreement with maxim of quantity means that the headline lead the addressee into the very subtle guideline conversation. Twenty headlines were in
agreement with maxim of relevant which means that the contribution given were relevant. The relevance in a conversation is important because it hopefully give
the addressee a nature for summarizing the add resser‟s purpose. Sixteen headlines
were in agreement with maxim of manner. It showed that those headlines avoid ambiguity and obscurity. Those headlines were brief, clear, understandable, and
arranged orderly. Through this research, it was found that most headlines obeyed maxim of
quality and relevance. On the other hand, most headlines disagree with maxim of manner. The disagreement aims to make the addressee interested to the
advertisement. Based on this research, there were many ambiguous and obscure sentences. Those were used to attract the addressee and to make them anxious
about the advertisement‟s purpose.
1. Maxim of Quality
In maxim of quality, the addresser should express the true information for addressee. The information given should contain enough evidences to guarantee
the validity. However, advertisements usually contain more convincing message which made it fun and attract attention. According to Yuan 2007
, “Therefore, advertisers should always say the truth. However, violating the principle is
regarded as another special way to add more fun and attract attention p. 2 .”
Advertisements mostly used many persuasive sentences to convince addressees and attract their interest. It also happens on PSA, in which such advertisement
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