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[8]
The focus of headline [8] was the uniqueness of Cambodian art. The addresser wanted to express the distinctive style of Cambodian. It represented the situation
happened there, where there were many land mines in Cambodia. The addressee would find difficulty when the headline appeared because it was not relevant with
what the addresser‟s intention. Thus, headline [8] disagree with maxim of relevance.
14]
The addresser on headline [14] intent to express about Cambodian worried on stepp
ing the landmines. The word “dog poo” represented landmines. The advertisement invited addressee to pay attention on the problem. In this
advertisement what the addresser‟s purpose was difficult to be understood by addressee because the addresser used symbolism on it. Thus, it could be said that
headline [14] disagree with maxim of quantity. The focus of maxim relevance was to create the bottom line of a
conversation in order to understand the aim of the other speaker thus both of them will achieve the comprehensive conversation.
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4. Maxim of Manner
Maxim of manner emphasized on the clarity of a statement in a conversation. The clarity of a conversation visible from how it expressed, the
statement should brief and orderly. Through the data analysis it was founded that there were sixteen headlines obeyed the maxim of manner and six headlines
violated the maxim of manner. The sixteen headlines which obeyed were, [1], [3], [4], [6], [8], [9], [11], [12], [14], [16], [17], [18], [19], [20], [21], and [22]. Those
headlines were said to agree with maxim of manner because they were avoid ambiguity and obscurity and provide the brief and orderly headline.
[6]
Headline [6] showed the agreement to maxim of manner because the statement on this headline was brief and arranged in a chronological order.
[9]
The sentence on this headline avoided the ambiguity, there was not double meaning. There was only one meaning, that fighting hunger should be done
together. The headline also clear, it did not contained the complicated sentence. It was brief, the addresser directly pointed to the message. The headline was
arranged orderly to show the clarity of it. [19]
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The headline obeyed maxim of manner because the sentences used were clear. It was avoided the ambiguity and the obscurity. Moreover, the headline briefly
explained that the advertisement was aimed to invite people saving the energy for the future.
Beside, headlines [2], [5], [7], [10], [13], and [16] flouted maxim of manner.
Those headlines flouted maxim of manner because each headlines disagree with one or two maxim‟s certainties.
Thus, the researcher would explain some example of the flouting headlines.
Headline [2] flouted maxim of manner because the sentence used was not brief. The headline
stated “Milk: Best served with several thousand fewer ingredients.”
it made the conveying information unclear for addressee. Headline [5] flouted maxim of manner because the phrase
“HOPE” lead addressee to the obscurity. The addressee could not receive clear information if the phrase was not explained.
Maxim of manner contained four special regulations. There were avoid ambiguity, avoid obscurity, be brief, and be orderly. If the headlines obeyed those
regulations, it said obeyed maxim of manner. Sometimes a headline did not obey all of those regulations. Mostly the disobedience caused by the double
interpretation of the headline, it called the violation to maxim of manner.
B. The Speaker’s Meaning on Headlines and Subheads
Pragmatics is the study which cover the language use in relation to context, and linguistic communication in a particular, as stated by Akmajian
1984, p.390. This analysis aimed to find out what does the presupposition
