The Implicature Meanings of English Slogan in Mobile Phones Advertisement

55 company wants their product to be like a partner that defines and delivers progress that is supportive, consultative, proactive, innovative, and trustworthy. So, taking your forward means take Ericson at the consumers forward. [10] E’touch: “Mobile Solution” The implicature meaning of the English slogan used in E’touch mobile phone is that their product is a solution to the consumer in terms of its price. It is because the company gives the solution in term of their price that is economical with appropriate and good applications or features on it. [11] HTC: “Quietly Brilliant” The implicature meaning in the slogan shows that the cell phone solution offered by HTC is a sharp phone but inexpensive. The company has made a lot of innovations and features in their product. The cell phone has the smart applications as well. It means the product is using a fast medium technology. [12] Imo: “Mobile Entertainment” The implicature meaning in Imo mobile phone slogan is the cell phone provides a number of entertainments and some menus in the content. This mobile phone has interesting entertainment features such as entertain, music, video, and games. So, mobile entertainment means as mobile that has a content entertainment on it. [13] Lenovo: “For Those Who Do” The implicature meaning in Lenovo is that the company noted that the brand strategy reflects their corporate ideology, which has always been made by people in action. Therefore, when promoting its products the company firstly 56 addresses their consumers who aspire to create new projects and ideas and who treat modern technology as tools to achieve their aims rather than a means to underline their status. The company wants to build a brand that the consumers will associate with action, determination, ambition, imagination, skill, optimism, purpose. [14] LG: “Life is good” The implicature meaning of LG phone is that the device will provide good things to people‘s life. The product has good life condition and good mobile phone than any other device. The slogan “life is good” means the consumer will get life with very high standard with LG. [15] Motorolla: “Intelligence everywhere” The implicature meaning of Motorolla slogan reveals that their product is a good phone to accompany the consumers anywhere because it is very intelligent. This product aspires to be considered “a global communications leader” powered by a passion to invent and an unceasing commitment to advance the way the world connects” Motorolla Website. It also gives communication solutions that allow people, businesses and governments to get more connected. [16] Nokia: “Connecting people” “It connects people” The implicature meaning of Nokia mobile phone is that the device will connect the people in their communication. This product aims to make people easier to communicate to one another. It is connecting the next billion in a way 57 that works for them in their communication. That means designing experiences that work with their needs. [17] Oppo: “Return to Innovation” The implicature meaning of Oppo slogan “Return to Innovation” is that the product suits well as it comes with some unique hardware features that have never been introduced in any other smartphones. It came up with its really newly designed Smartphone Oppo. “Return to innovation” means that the company gives innovation in technology to improve the consumers’ life, innovate, and change things for the better. [18] Panasonic: “Ideas for Life” The implicature meaning of Panasonic mobile phone is that the device has better ideas for their consumers entering the globalization era. Panasonic mobile phone continues to deliver in terms of performance quality. Style-wise, one can see that Panasonic is putting in some effort to match the sleek, modern forms popular with younger mobile phone users, while sticking to its high standards of performance. It uses design improvements, but certainly does not have any problems keeping up with modern cell phone technologies. [19] Samsung: “Phone is strong in small sound” The implicature meaning of Samsung mobile phone is that the device has a small sound feature but strong in a device. The cellular device offers a music player that can also stream radio using the ATT Radio feature. It is able to create playlists and organize music collection with ease using the installed music program application. This feature allows the consumer to see exactly which song 58 is playing and helps the consumers better manage their music player. People with special interest in mobile tunes will find the phone excellent in terms of its sound, despite its small size. [20] Samsung galaxy:”Life Companion” The implicature meaning of Samsung galaxy mobile phone is that the product has good advance than any other existing products with its most up to date menu. It is full of specifications inside the features and the program applications. It makes people’s life richer, simpler, and more fun. As a real life companion, the new Samsung galaxy helps and brings the consumer closer and captures those fun moments when they are together. Each feature was designed with the purpose to simplify in daily lives. [21] Sony Ericsson: “Make.Believe” “Sony makes people believe” The implicature meaning of Sony Ericsson mobile phone slogan “Make.Believe” symbolizes the spirit and innovation and marks that company has introduced a unified brand message encompassing both entertainment and electronics. The word “believe” represents Sony’s ideas and ideals. It is the ability to think, imagine, and dream. The word “make” dignifies the company’s unique ability to turn new ideas into reality. The “dot” is where inspiration meets creativity. It means that Sony brings imagination to reality. The implicature of “Make.Believe” is to make people believe that this product is of high quality through the introduction of breakthrough products, game-changing technology, 59 compelling new contents, and new network services that deliver unparalleled user experience. A slogan is an advertisement tag-line or a phrase that advertisers create to visually expresses the importance and the benefits of their product. It is a theme to a campaign that usually has a genuine role in people’s lives. It has the ability to attract people’s time and attention by putting the consumers at the heart of the solution. Each of the elements of communication determines a different function of language. However, a message usually does not fulfill only one function of language. The functions may overlap, for example in language of an advertisement is considered to have an influencing function, which may be regarded as a predominant function and at the same time the language focuses on beauty which is associated with the poetic function of language. As mentioned before, persuading is one of the most important functions of an advertisement. The final aim of an advertisement is to arouse the consumers’ desire and make them consume the advertised product. The advertiser intends to assert the consumers to buy their products. It is because the advertisements are able to assert the consumers to believe that the product advertised is good for the consumers. While, from the analysis above the implicature meanings of the English slogan in mobile phone advertisements are to inform and convey the consumers. The result of the implicature meaning analysis in mobile phone slogans is that the companies want to give additional information to their consumers. As stated by Yule 1996, implicature is an additional conveyed meaning. It is something that is more than just what the word means p.40. In 60 other words, the implicature is the assumptions behind the information. Besides, the implicature is also the additional information that can be deducted from certain information. Moreover, the mobile phone companies try to create the assumption about their products. The logic and natural feeling can be assured to the consumers by using argumentation or information without expressing it explicitly. The implicature meaning is used to make the consumers implicitly accept the assumptions. Therefore, the mobile phone companies’ reason using the implicature in promoting and selling their products is that they want to show the power or quality of their products.

CHAPTER V CONCLUSIONS, IMPLICATIONS, AND RECOMMENDATIONS

This part consists of the conclusions, the implications, and the recommendations. The conclusions deal with the summary of the research. The implications are in reference to the involvement of the research in education. The recommendations are given by the researcher to future researchers and language learners to conduct further research on the topic and make use of the research.

A. Conclusions

In this part, the researcher presents the conclusion of the research conducted. The researcher conducted research on the analysis of the English slogan in mobile phone advertisements and dealt with the linguistic forms and the implicature meanings. The researcher did not only identify but also analyze how those linguistic forms were applied in the slogan mobile phones as well. Having analyzed the gathered data, the researcher came up with several conclusions. The biggest percentage of linguistic forms in the data is 42.85 of noun phrases. Besides, the researcher found 14.29 of verb phrases and gerund phrases, 4.76 of a prepositional phrase and an adjective phrase, lastly 19.05 of declarative sentences. On the other hand, the researcher did not find the linguistic forms of adverb phrase, participle phrase, and infinitive phrase. Independent clause, 61 62 dependent clause, interrogative sentence, imperative sentence, and exclamatory sentence also did not found in the slogan. The analysis result of the implicature meanings in the mobile phones’ slogan is that the companies want to give additional information to their consumers. As stated by Yule 1996, implicature is an additional conveyed meaning. It is something that is more than just what the word means p.40. The companies prefer to inform, command, and persuade the consumers to buy the product by using a short, encouraging, and forceful slogan. In short, no matter which structure and what words are used in an advertisement, all of them serve the purpose of attracting, conveying information, and urging the consumers to purchase the product or to use the service. That is how advertisements language works.

B. Implications

This research analyzed the linguistic forms and the implicature meanings take a part on the creation of the English slogan in mobile phone advertisements. The linguistic forms are in the scope of a linguistic study and the implicature is in a pragmatics scope. A language is bounded with rules in every linguistics level phonological, morphological, syntatic, and semantic. In using language, everybody is expected to obey the rules in order to maintain order and clarity, and to avoid ambiguity. However, the advertisement language is not the same. The advertisement language does not have any boundaries which restrict the use of it. Therefore, by understanding that advertisement language that has such kind of 63 “special features”, especially the linguistic forms and the implicature meanings as this study focuses on, the reader can understand not only the explicit meaning but also the implicit meaning of the slogan used in advertisements. Hopefully, it will ease English learners to understand English linguistics as well as English teachers who help their learners by giving the examples found around them. English learners can use these research findings to deepen their knowledge about some linguistic features, especially the slogan used in advertisements. They can broaden their understanding of the English slogan in advertisements. Someday, when they are interested in working as the advertisers, they know what words they should use to deliver the message of the company to the consumers in the right way based on the purpose of advertising. Moreover, they can learn the persuasion technique and the power relation which are suitable for their advertisements to avoid misunderstanding of the content of the English slogan in advertisements.

C. Recommendations

There are some suggestions which are addressed to English teachers, English learners, and future researchers to improve their capability of using English. It may contribute to the improvement of the English teaching-learning activities and the application of English.

1. English Teachers

The English teachers have the duty to help their students understand the course materials. By way of giving examples, the teachers can explain any 64 theories more clearly. The teachers should find the examples which are closely related to the students’ daily lives in order to help learners have a pictorial in their minds. An advertisement can be a medium or an authentic material in the teaching and learning process. It can help the teachers improve and enrich the teaching materials. The teachers could give the advertisement as the examples of the real English language use. It can reduce the boredom in the teaching learning process in the class. The teachers can use the advertisement from printed and electronic media or others sources. Actually, not only the slogan in mobile phone products, there are also many brands or products which are interesting to learn. The teachers can create a learning activity, such as asking the students to make an advertisement by using a slogan so that the students understand more about the linguistic forms and the implicature meanings in the advertisement.

2. English learners

Nowadays, the learners have to be proactive in finding additional materials by themselves to meet their needs of learning English. In fact, the details of an advertisement and a slogan are never discussed deeply although they are many interesting elements to learn. An advertisement is in fact rarely referred to in the English Language Education Study Program. It is usually used as one type of many texts that appear in writing or reading subject. By having this research, English language education study program students can use the result of this research to enrich their knowledge about advertisements and slogans. The study of the implicature meanings also helps the students who learn English advertisement to avoid misinterpreting and misunderstanding in interpretation. Moreover, this 65 study can also be used in linguistics and pragmatics class since linguistic forms and the implicature are studied in the class. Besides, they can also learn on how to make a good and correct interesting slogan by paying attention on the linguistic forms and implicature meanings in the slogan.

3. Future Researchers

The researcher considers the limitation of this research and the fact that the research in a pragmatic approach has been widely done. Hopefully, other researchers will develop it further. This research can be a help for researchers that have similar topic and aspect. The next researcher who used implicature as the topic for study can used the same or different sources and theories to give more valid result. The future researcher may analyze other types of advertisements such as radio advertisement. They also may analyze other types of slogan such as car product, food product or others. They can make use of the same theories to analyze other types of advertisements and slogans of different products and brands. There are many experts who propose the theories of pragmatics and advertisements language which can be used to examine any kind of advertisement. The researcher encourages future researchers to conduct a deeper study about the advertisement. The future researcher can also do the study about other field such as semantics or stylistics. They may freely choose the types of advertisements whether they will analyze a spoken advertisement or a written advertisement. Hopefully, this recommendation can improve the study of the English language.