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4. Analyzing the data The fourth step was analyzing the data. The advertisements were examined
carefully. The researcher then focused on the headline of those advertisements. Then, the language used in headline was analyzed based on the theories and other
literature references. Having done the analysis, the researcher described the features and characteristics of the English language that was used in the
advertisements. 5. Identifying the possible reasons
The fifth step was identifying the possible reasons of the existing phenomenon. The phenomenon which appears would be criticized by the researcher. The
researcher’s interpretations of the phenomenon were also taken into account in this part.
6. Reporting the research The sixth step was reporting the research. The overall process and procedure that
were conducted in the research would be reported in the form of a thesis. The report would be systematically written according to the guidelines.
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CHAPTER IV RESEARCH RESULTS AND DISCUSSIONS
This chapter presents research results and discussions which have been analyzed. This chapter aims to answer two research questions presented in the
previous chapter. They are 1 How does the headline of the PSAs obey Grice‟s
CP? 2 What do the headline and subhead of PSA presuppose to express the speaker‟s meaning?
In the first part, the researcher explains ab out the Grice‟s maxims is used
as the measurement of a successful conversation in PSA. The researcher explains the presupposition finding on the second part. It is divided into two sections, the
first section discusses the presupposition on headline and the second section discussed the presupposition on subhead.
A. The PSA Headline Agreement on Grice’s Maxims
This analysis focused on whether or not the headline in agreement or in disagreement with
Grice‟s maxims. The headline is in agreement with Grice‟s maxims if follow the requirements from each maxim. On the other hand, the
headline said to disagree with Gric e‟s CP maxims if the headline flouted or
violated the maxims. Finch 2000a said, “Violating a maxim involves some
element of communication failure; providing too little, or too much detail, being irrelevant, or too vague. Flouting, however, are apparent rather than real violation
p.160. ” According to Finch 2000b, flouting the maxims will lead to a certain
measurement of communication para. 161. The maxims are divided into four; they are the maxim of quality, maxim of quantity, maxim of relevance, and
