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CHAPTER II REVIEW OF RELATED LITERATURE
This chapter is divided into two main parts namely theoretical background and theoretical framework. Theoretical description presents the theories related to
this research. Meanwhile, the theoretical framework explains the organized theory to accomplish this study.
A. Theoretical Background
This theoretical description is presented in order to obtain a good understanding of language in advertising. This section consists of the theory about
advertisement, communication, Grice‟s maxims, presupposition, and sentence and
speaker‟s meaning.
1. Advertisement
Advertisement is a kind of communication tool for a product used to persuade the addressee. It contains the information about the product. Many
advertisers create the most interesting advertisement in order to obtain more benefit. Advertisement comes as the product of advertising. There are many
definitions of advertising. Arens 2006 states , “Advertising is the structured and
composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products p. 7.
” Weilbacher 1984 in his book states
that, “Advertising is communication that provides generally useful, relevant, and pertinent information upon which the consumer either acts
immediately or stores for later reference, application, and use p. 13 .” Thus, it
10 can be concluded that advertising is communication of nonpersonal information
that is useful, relevant, and inviting. Bove and Arens 1986 mention the basic functions of advertising. The
first is to make the product different from other. The second is to inform the society about the product. The third is to pursue the consumer to buy the product
or service. The fourth is to spur on the product disseminating. The last is to raise the use of the product. On the other side, Goddard 2002 mentions the purpose
of making advertisement by the copywriter, “The whole aim of the copywriters is to get us to register their communication either for purpose of immediate action or
to make favorably disposal terms to the advertised product or service p. 9 .”
Therefore, the purposes of advertisement are to inform and to persuade the addressee about the product.
The example of noncommercial advertisement is PSA, Public Service Announcement. Federal Communication Commision The Museum of Broadcast
Communication explains about the principal definition of PSA: any announcement including network for which no charge is made and
promotes programs, activities, or services of federal, state or local governments e.g. recruiting, sale of bonds, etc. or the programs, activities, or
services of nonprofit organizations e.g. United way, Red Cross blood donations, etc. and other announcement regarded a serving community
interests, excluding time signals, routine weather announcements and promotional announcements.
The history explains that PSA appeared into the entry of US into World War II. Many radio broadcasts and advertising agencies offered to takes the effort of
public service announcement. Since the end of World War II, the principle of PSA implements by radio broadcasts and advertising agencies which conduct on
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