51 function to make requests, invitations, or offers. On the other words, the aim of a
slogan is to recall the brand name for delivering the message of the brand about the product’s quality.
2. The Implicature Meanings of English Slogan in Mobile Phones Advertisement
One of the ways to introduce a product is by an advertisement. An advertisement plays an important role and has already become a part of human’s
life. It is a means by which products either goods or services are promoted to the public. An advertisements needs to use particular kinds of language to
communicate and to persuade. Talking about an advertisement, it cannot be separated from a slogan. A slogan is an easily remembered phrase used in an
advertisement. It is a phrase that comes and goes with particular lines of products on all its adverts whatever the campaign Goddard, 1998. From the data found,
most of mobile phone products used a slogan to attract and interest the customers. A slogan is the most important means and condensed message that advertisers
would like to convey to their customers. Sharp and intelligent slogans can help advertisers create unforgettable impression on their potential customers’ minds.
Grice 1983:127 stated the word “implicature” for use theory of speaker meaning. Implicature will be habitual associated with the relevant expression in
all ordinary contexts. It means that each slogan conveys the relevant expression of their products. Peccei 1997:3 defines implicature as inferences that cannot be
made from isolated utterances. They depend on the context of the utterance
52 and shared knowledge between the speaker or the writer and the hearer or the
reader. In mobile phone products, the companies try to share the quality of their product by using powerful and attractive slogans.
In answering research problem number two, the researcher would like to demonstrate that implicature is implied meaning behind the utterances and it is an
additional conveyed meaning according to Yule 1996. Here, the researcher uses Yule’s 1996 theory to express the implicature about the “additional conveyed
meaning” p.40 in the mobile phone slogan. The implicature meanings of the
English used in mobile phone products are as follows:
[1] Acer: “Explore beyond limits” The implicature meaning of Acer’s slogan “Explore beyond limits” is a
reflection of a new approach to a product design and a more market-oriented mindset. The company wants to tell the consumers that the product has the desire
to create easy, intuitive, user-oriented products which is engrained in the design DNA. The company also strives to enhance users’ or consumers’ total experience
and enable them to achieve more by using this product. [2] Apple: “Think different”
The implicature meaning which is used by Apple affirms that the product gives a suggestion to the consumers. The company wants to tell the consumers
that Apple is about people who think outside of the box, and want to use this product to help them change the world. They must think differently about Apple
mobile phone in comparison to other products. The company hopes that the consumer will be able to think differently. The word “think” means an opinion
