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kinds of implicatures. They are generalized conversational implicatures and particularized conversational implicatures.
1. Generalized Conversational Implicatures
When something is understood without any particular background knowledge of the context it is called generalized conversational implicature. It can
be shown in the example by Yule as follows: Doobie: Did you invite Bella and Cathy?
Mary: I invited Bella 1996, 40.
From this sentence, we can assumed that Mary did invite Bella, but not Cathy. We can clearly understand the implicature even without understand the
background knowledge of the utterance.
2. Particularized Conversational Implicatures
This type of implicature is the opposite of the general conversational implicature. In this type, we need to understand the context and also have the
background knowledge of the utterance. The example is as follows Yule, 1996: 43.
Bert: Do you like ice-cream? Ernie: Is the Pope Catholic?
Ernie’s answer to Bert’s question is not exactly say “yes” or “no”. In order to understand Ernie’s answer, Bert has to have a certain background
knowledge to get the meaning of the answer. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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C. Theoretical Framework
This part is intended to explain why the theories are needed and how they are applied in the analysis of the study. The first theory which is used in this study
is semantics. It is needed in order to give background knowledge to the readers about what topic is discussed in this study. The main issue which is discussed is
meaning. Since semantics deals with the linguistic meaning of morphemes, words, phrases, and sentences, it is very important to be used in analyzing the object of
the study. The theory of meaning will be used to identify the objects which are
cosmetic advertisements. The words’ meanings in the advertisements will be analyzed and then organized based on the meanings that are conveyed by the
words whether they convey multiple meanings or not. The theories of ambiguity, vagueness, homonymy, polysemy, and also
lexical ambiguity are needed in order to give the readers detail understanding about ambiguity and what the difference between ambiguity and vagueness is.
Besides, these theories are also useful to find the ambiguity especially the lexical ambiguity in the advertisements and also answer the first question of the problem
formulation. Furthermore, in order to answer the second question of the problem
formulation, the theory of pragmatics is needed. The second problem formulation is intended to find the interpretation of the readers. By conducting the theory of
pragmatics which includes the theory of presupposition and also implicature, it will be helpful for identifying the interpretation of readers toward the ambiguity.
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