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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
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express the speaker ‟s intention on the advertisements, thus the analysis focused on
the headline and subhead of PSA. Presupposition is related to the advertisement because the advertisement usually conveys ideas indirectly rather than directly.
Yule 2007 in Yinfang 2009 says that a presupposition is something the speaker assumes to be the case prior to making an utterance. Thus, presupposition is
dealing with something true and already known by both addresser and addressee. Beside, Fasold and Linton 2006 called it as the common ground of a
presupposition. It supports by Akmajian 1984 explanation, “and by sharing
knowledge of the meaning of an expression E, the hearer can recognize a speaker‟s message – the speaker‟s communicative intention.” p.389.
According to Arens 2006, headline is functioned as the leading on advertisement. It contained the words to obtain the addressee
‟s attention. Besides, the researcher analyzed the subhead which less informative than headline but it
completed the headline‟s information. Arens 2006 said that subhead appeared in order to give short explanation about the advertisement. The analysis was aimed
to find out the speaker intentions on advertisement. It could lead into the function of presupposition on advertisement.
1. Advertisement 1 WWF
This advertisement consisted of headline and subhead. The headline said “VoteEarth.” there are other choices beside the earth. The addresser and the
addressee have the same shared knowledge that it was about choosing the earth. Both of them have many choices beside the earth, but as the same human being
who lived in the earth they will convince to choose earth. Both of them also have
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the same reason why they have to vote earth, it because the earth was the only one place for living. Besides, the earth damage became the prime notice for human
being. Beside the headline, this advertisement also contained subhead. Subhead is
used as the additional information. Subhead [1]
you have been standing somewhere before. The subhead wanted to convince that what will you choose should express now.
Therefore, the subhead aimed to give information about how to declare your choice through visiting the website. Thus, it could conclude that what the speaker
intent to say was persuading addressee to choose earth besides your choice before.
2. Advertisement 2 Tetra Pak
The advertisement consisted of headline and body copy only. The headline was explained on the body copy. This advertisement was talking about the
„retail milk
‟ which usually sold by the street vendors in Cairo. The retail milk took directly from the cow, thus the milk may contain several dangerous bacteria such
as salmonella and tuberculosis. The headline [2] “MILK: BEST SERVED WITH
SEVERAL THUSAND FEWER INGREDIENTS .” It meant that, milk is healthy
if it is served with fewer ingredients. The presupposition of the headline, milk usually served with many ingredients. Through the finding of this headline, the
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addresser aimed to persuade addressee to change their habit on serving milk without any ingredients.
3. Advertisement 3 World Food Programme
The advertisement from WFP World Food Programme was concerned on how to help the starving children around the world. This organization made their
action concrete by inviting many people to join their program. It persuaded people to contribute their money for the hungry school children through this organization.
The addresser stated the fact that 59 million hungry school children were in less fortunate in this advertisement
. The advertisement‟s invitation stated on headline [3],
“Let‟s talk about the rescue plan.” The meaning of the headline was the addresser ask addressee to discuss about the rescue plan for those hungry school
children, this discussion was crucial for the children. Thus, the addresser provided some evidence to grasp addressee‟s compassionate. Besides, the presupposition
was, we will do the rescue. Through the finding of headline‟s presupposition, it
was clearly understood that the addresser aimed to do the rescue for the hungry school children. Likewise, through the headline the addressee caught what the
addresser intent. Thus, what the addresser intent could be achieved by the addressee. It is meant that the advertisement contained comprehensive
communication. Beside, the subhead of this advertisement gave the information to support
the headline. The subhead provided the reason of why both addresser and addressee should talk about the rescue plan for the school hungry children.
