The Elements of Advertisement

15 CONTEXT ADDRESSER MESSAGE ADDRESSEE CONTACT CODE Figure 2.2: Constitutive Factors of Speech Event There are four variables on his scheme, the first is CONTEXT the background situation, MESSAGE the topic, CONTACT telephone, letter, or face to face, and CODE spoken or written. The addressee will achieve those variables, which are affected by the addresser, or ran from it. This theory is also related to advertisement as a discourse which communicates the message to the addresser. Therefore, the factors of communicative event also appear on an advertisement in order to deliver the content from the addresser to the addressee. Another theories that supports Jakobson‟s theory is the Human Communication Process. It shows the plot of communication process up to the process being understood by the addressee. According to Arens 2006a to create the successful advertisement, the copywriter should understand the substance of communication process which is taken from the core of the role in human communication para. 8. As cited by Arens 2006b from Peter and Oslen, he mentions every term appear on the process as the following statement: The process begins when one party, called the source, formulates an idea, encodes it as a message, and sends it via some channel to another party, called the receiver. The receiver must decode the message in order to understand it. To respond, the receiver formulates a new idea, encodes it, and then sends the new message back through some channel. A message that acknowledges or responds to the original message constitutes feedback, which also affects the 16 encoding of a new message. And, of course, all this takes place in an environment characterized by noise – the distracting cacophony of many other messages being sent as the same time by other sources p. 8. On figure 2.3 will be referred the human communication process as what has been explained before. 3. Figure 2.3: Human Communication Process by Peter Olsen in Arens, 2006: 9 In a communication, a message which is directed for the addressee should be conveyed. Then, the idea encodes through the addressee‟s background knowledge and it becomes a message. The message contains the addresser‟s concept. After that, the addresser sends the message through a tool. The tool can be a voice, letter, video, text or other devices which are acceptable to the addressee. The addressee receives the message and then turns it to make it understandable. After that, the addressee conveys the feedback to the addresser. This term of communication happen continuously up to the purpose of this communication gained. Language is closely related to the utterance of the addresser because it is conveying the meaning of the message. Akmajian 1988 said , “One important property of a sentence is its communicative potential p. 251 .” Thus, it can be said that each sentence has their own intention, depending on the communication purpose. Stren gthened by O‟Grady et.al. 2010, “In order for language to fulfill its communicative function, utterances must also convey a message; they must Source Encoding Messaging Channel Decoding Receiver 17 have content p. 203 .” An advertisement as a kind of tool should convey a message too. O‟Grady, Archibald, Avonoff, and Rees-Miller 2010 also says, “A language is often defined as a conventional system for communication p. 227. ” Therefore, there is a close relation between conversation and the language meaning. A conversation consists of words that contain meaning. Advertisement, as the media to communicate the information to the addressee, uses the language to send the message to the addressee.

3. The Grice’s CP Maxims

The Grice‟s maxims discussed about implication that is digging the concepts of how people use language. Grice has four guidelines of the effective and efficient language use on conversation to further co-operative principle. Levinson 1983 cited from H. Paul Grice that, “The co-operative principle make your 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 p. 101 .” According to Grice, the conversation of the addresser and addressee will be achieved if both of them qualify the co-operative principle. As cited by Fasold Linton 2006 from Grice there are four maxims of conversation which will conduct the comprehensive communication, they are the maxim of quality, quantity, relevance, and manner para. 102. 1 The maxim of Quality try to make your contribution one that is true, specifically: i do not say what you believe to be false