65
CHAPTER V CONCLUSION
This chapter aims to conclude the result of the analysis from the previous chapter.
Based on the analysis of the first problem, the words that causes lexical ambiguity in the cosmetic advertisements, it is concluded that 11 advertisements
or 55 are ambiguous and 9 advertisements or 45 are not. The ambiguity in the advertisements is found in the phrases and sentences. Then, from 42 phrases and
12 sentences, there are 8 phrases or 19.04 which are ambiguous and 6 sentences or 50 which are ambiguous. It can be concluded that most of phrases are not
ambiguous and half of the sentences are ambiguous. For the second problem, the interpretation of the readers which refers to
the first problem’s analysis, it can be concluded that the readers get 7 phrases and 5 sentence ambiguous. It can be summarized in percentage that 43.36 or 13
readers do not get the ambiguity. Meanwhile, there are 56.64 or 17 readers who get the ambiguity.
Using the theory of implicature and presupposition to analyze the data, it is gained that the readers’ interpretation of all ambiguous noun, 4 nouns, belongs
to existential presupposition. Meanwhile, generalized conversational impicature and particularized conversational implicature are the most commonly found part
of implicature. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
66
BIBLIOGRAPHY
Bovee, Courtland L. and Arens F. William. Cotemporary Advertising. Second Edition. Illinois: Richard D. Irwin, Inc., 1986.
Crystal, David. Linguistics. London: Penguin Books, 1976. Fromkin, Victoria, Robert Rodman, and Nina Hyams. An Introduction to
Language Seventh Edition. Boston: Heinle, 2003. Goddard, Angela. The Language of Advertising. London: Routledge, 1998.
Hoftmann, Th. R. Realms of Meaning: An Introduction to Semantics. London: Longman, 1995.
Hornby, AS. Oxford Advance Learner’s Dictionary. Seventh Edition. Oxford: Oxford University Press, 2005.
Leech, Geoffrey. Semantics: The Study of Meaning. London: Penguin Books, 1981.
Lyons, John. Linguistic Semantics: An Introduction. New York: Cambridge University Press, 1996.
Kempson, Ruth.M. Semantic Theory. New York: Cambridge University Press, 1989.
Marisa Diez Arroyo. Lexical Ambiguity in Ads. Madrid: Servicio Publicaciones UCM, 1995.
Pei, A. Mario and Frank Gaynor. Dictionary of Linguistics. New York: Philosophical Library, 1954.
Turner, E.S. The Shocking History of Advertising. London: Butler Tanner Ltd., 1952.
Utami, Mutiara Sekar. “Investigating Lexical and Structural Ambiguity in the Reader’s Forum Section of the Jakarta Post Newspaper”. Undergraduate
Thesis. Yogyakarta: Sanata Dharma, 2012.
Yule, George. Pragmatics. New York: Oxford University Press, 1996. Internet Sources:
67
Avon the Company of Women. “Avon Founder David H. McConnell - Creating the Company for Women”. About Avon. http:www.avoncompany.com
aboutavonhistorymcconnell.html. April 6, 2016.
Esteé Lauder Companies. “Our Founder”. Our Company. http:www.elcompani es.comPagesOur-Founder.aspx. April 6, 2016.
Forbes. “Top 10 Beauty Brands”. http:www.forbes.compictureslmj45jdlftop- 10-global-beauty-brands489caed05ef4. February 19, 2016.
Forbes. “96 World’s Most Valueable Brands 2015”. World’s Most Valueable Brands. http:www.forbes.comcompanieslancome. April 6, 2016.
Kao. “Product Introductions”. About Kao Group. http:www.kao.comgroupen grouphistory_01.html. April 6, 2016.
Kementerian Perindustrian Republik Indonesia. “Indonesia Lahan Subur Industri Kosmetik”. Berita Industri. Indonesia Finance Today. http:kemenperin.go
.idartikel5897Indonesia-Lahan-Subur-Industri-Kosmetik. September 18, 2015.
L’Oréal. “History”. Group. http:www.loreal.comgrouphistory. April 6, 2016. Neutrogena. “The Neutrogena Story”. Why Neutogena?. http:www.neutrogena.
comcategorywhy+neutrogena.do April 6, 2016, 10.25. Nivea. “How it all began”. History. http:www.nivea.co.ukabout-usbeiersdorf
NIVEAHistorystorieshow-it-all- began. April 6, 2016. Olay. “History”. About Us. http:www.olay.com.sgPagesHistoryofOlayOlay
.aspx. April 6, 2016. Sennet, Adam. “Ambiguity”. The Stanford Encyclopedia of Philosophy Spring
2016 Edition. ed. Edward N. Zalta. May 16, 2011 http:plato.stanford.edu archivesspr2016entriesambiguity.
March 12, 2016. Shiseido Group. “History”. History of Shiseido. http:www.shiseidogroup.com
companypasthistory?rt_bt=top-whoweare_002. April 6, 2016. Unilever. “The Dove Difference”. Dove. https:www.unilever.combrandsour-
brandsdove.html. April 6, 2016. https:www.avon.com. April 4, 2016.
https:www.avon.com. March 20, 2016. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
Kategori