17 have content p. 203
.” An advertisement as a kind of tool should convey a message too.
O‟Grady, Archibald, Avonoff, and Rees-Miller 2010 also says, “A language is often defined as a conventional system for communication p. 227.
” Therefore, there is a close relation between conversation and the language
meaning. A conversation consists of words that contain meaning. Advertisement, as the media to communicate the information to the addressee, uses the language
to send the message to the addressee.
3. The Grice’s CP Maxims
The Grice‟s maxims discussed about implication that is digging the
concepts of how people use language. Grice has four guidelines of the effective and efficient language use on conversation to further co-operative principle.
Levinson 1983 cited from H. Paul Grice that, “The co-operative principle make your contribution such as is required, at the stage at which it occurs, by the
accepted purpose or direction of the talk exchange in which you are engaged p. 101
.” According to Grice, the conversation of the addresser and addressee will be achieved if both of them qualify the co-operative principle.
As cited by Fasold Linton 2006 from Grice there are four maxims of conversation which will conduct the comprehensive communication, they are the
maxim of quality, quantity, relevance, and manner para. 102. 1
The maxim of Quality try to make your contribution one that is true, specifically:
i do not say what you believe to be false
18 iido not say that for which you lack adequate evidence
2 The maxim of Quantity
i make your contribution as informative as required for the current purposes
of the exchange iido not make your contribution more informative than is required
3 The maxim of Relevance
make your contributions relevant 4
The maxim of Manner be perspicuous, and specifically:
i avoid obscurity
ii avoid ambiguity
iii be brief
iv be orderly
The Grice‟s maxims aimed to create a comprehensive conversation. It is important for the advertisement as a term of communication to convey the
message from the product to the consumer. In this research, those maxims are used to analyze the advertisement. For example, please look at this following
picture.
Figure 2.4: Chocolate Advertisement
