Characteristic of Advertisement Theories on Advertisement and Slogan

30 advertisements. Therefore, the theories and reviews of related studies about linguistic forms of advertisements are also used to support the answer more accurately. As stated in the previous section, there are the following specific linguistic forms according to Warriner 1982 that can be used to identify the linguistic forms of the English slogan in mobile phone advertisements. The eight forms of phrases, four forms of sentences, and two forms of clauses. Following that, the researcher tries to identify which linguistic forms is the most frequently used in the mobile phone products in advertisements. Then, the researcher explains what the dominant linguistic forms in the slogan of mobile phone’s advertisements. This research used pragmatic approach in answering and analyzing the implicature meanings of English slogans in mobile phones advertisements. The researcher used the theoretical review of concept pragmatic study in answering the second research question. It consists of pragmatics proposed by Thomas 1995, p.21 and Yule’s theories 1996, p.4. The researcher presents the principle of pragmatic; implicature based on the theories which are proposed by Yule 1996:40 and seconded by Grice 1983, p.127. Those theories are relevant theories for analyzing the implicature meanings of each slogan and the theories of an advertisement slogan which are proposed by Goddard 1998 and Granat 2003. The researcher uses a pragmatic theory because it fills the gap between the theoretical and the functional use of language. It draws closer to the reality of the language and values its immense possibilities of expression.

CHAPTER III METHODOLOGY

This chapter discusses the appropriate research methodology used in conducting this research. This methodology aims to answer the research problems that have been formulated by the researcher. This chapter consists of the research method, the research objects, the research setting, the research instrument, the data gathering technique, the data analysis, and the research procedure.

A. Research Method

Research is a systematic effort to attain answers to the questions Tuckman, 1987, p.4. It means that there is a problem about something that needs to be clarified or something that has yet to be discovered. Besides, basic research is carried out for the purpose of investigating and identifying a problem. The problems examined with the selected relevant variables and theories through a literature review. This part was aimed to find out the methods to answer the research questions as stated in Chapter 1. The purposes of this research are to identify the linguistic forms of the English slogan in mobile phone advertisements and explain the implicature meanings conveyed on it. The methodology of this research is to employ qualitative research. This research discusses the linguistic forms and the implicature meanings of the English slogan in mobile phone advertisements. 31