A STUDY OF IMPLICATURE ON AIRLINE ADVERTISEMENT SLOGANS OPERATED IN INDONESIA.

A STUDY OF IMPLICATUREON AIRLINEADVERTISEMENT SLOGANSOPERATED IN INDONESIA

A THESIS

Submitted as Partial Fulfillment of the Requirements for the Sarjana Degree of English Department Faculty of Letters and Humanities State Islamic University

of SunanAmpel Surabaya

By:

I’inMar’atusSholihah Reg. Number: A83212163

ENGLISH DEPARTMENT

FACULTY OF LETTERS AND HUMANITIES STATE ISLAMIC OF UNIVERSITY SUNAN AMPEL

SURABAYA 2016

ABSTRACT

Sholihah, I’in Mar’atus. 2016. A Study of Implicature on Airline Advertisement

Slogans Operated in Indonesia. Thesis. English Department, Faculty of Arts and Humanities, State Islamic University of Sunan Ampel Surabaya. Advisor: Muhammad Thoriqussu’ud, M.Pd

Key Words: Context, Implicature, Conversational and conventional implicature, and Airline advertisement slogan.

Slogan of advertisement is aimed to get people’s intention by company in promoting their product or service. There are many attractive words to convince the people and some of the companies use the words that have an implied meaning. In this study called implicature. Implicature is an additional meaning. And in this research, the implicatures are used in airline advertisement slogans. Therefore, this research tries to answer, what the implicatures implied by slogans used in commercial airlines advertisement slogans that operated in Indonesia?

This research uses Grice’s implicature theory to conduct this research. Then, the writer uses descriptive qualitative method to descibe the implicature in slogan. The data of this research are slogan of each website of airlines. Then, in analyzing data, sthe writer has some ways: (1) by analyzing the context of the slogan, (2) by describing the implied meaning, (3) by categorizing the kinds of the slogan in implicature.

After analyzing data, despite finding the intended meanings of the airline advertisement slogans, this research also find 35 of conversational implicature and 1 of conventional implicature from 36 slogans which is from those 35 of conversational implicature, there are 16 generalized conversational implicatures, 19 particularized conversational implicatures and no found in scalar implicature.

INTISARI

Sholihah, I’in Mar’atus. 2016. A Study of Implicature on Airline Advertisement

Slogans Operated in Indonesia. Skripsi. Program Studi Sastra Inggris, Fakultas Adab dan Humaniora, Universitas Islam Negeri Sunan Ampel Surabaya. Pembimbing: Muhammad Thoriqussu’ud, M.Pd

Kata Kunci: Context, Implicature, Conversational and conventional implicature, and

Airline advertisement slogan.

Pemakaian iklan slogan yang dibuat oleh perusahaan bertujuan untuk mendapatkan perhatian orang-orang dalam menawarkan produk atau jasa mereka. Terdapat banyak kata-kata menarik yang digunakan untukmeyakinkan orang-orang dan banyak dari perusahaan menggunakan kata-kata yang mempunyai makna tersirat. Dan dalam penelitian ini hal itu dinamakan implikatur. Implikatur adalah tambahan makna. Di dalam penelitian ini, implikatur banyak digunakan dalam iklan slogan pesawat. Maka dari itu, penelitian ini berusaha menjawab, implikatur apa yang tersirat dalam slogan-slogan yang digunakan oleh iklan pesawat yang beroperasi di Indonesia?

Di dalam penelitian ini, peneliti menggunakan teori implikatur dari Grice. Kemudian, peneliti menggunakan metode diskriptif kualitatif untuk menjelaskan implikatur yang ada di slogan. Adapun, data di dalam penelitian ini adalah slogan dari setiap website perusahaan pesawat. Kemudian dalam menganalisa data, peneliti mempunyai beberapa cara: (1) dengan menganalisa konteks dari masing-masing slogan, (2) dengan menggambarkan arti atau makna yang tersirat, (3) dengan mengategorikan macam-macam slogan dalam implikatur.

Setelah menganalisa data, selain menemukan makna yang tersirat di semua slogan.

Penelitian ini juga menemukan conversational implicature sebanyak 35 dan 1

conventional implicature dari 36 jumlah slogan yang telah ditemukan. Dan dari 35 conversational implicature ditemukan 16 generalized conversational implicature, 19 particularized conversational implicature dan tidak ditemukan dari scalar implicature.

TABLE OF CONTENTS

INSIDE COVER PAGE ... i

INSIDE TITLE PAGE ... ii

MOTTO ... iii

DECLARATION PAGE ... iv

DEDICATION PAGE ... v

THESIS ADVISOR’S APPROVAL PAGE ... vi

THESIS EXAMINER’S APPROVAL PAGE ... vii

ACKNOWLEDGEMENT ... viii

TABLE OF CONTENTS ... x

LIST OF TABLE ... xiv

ABSTRACT ... xv

INTISARI ... xvi

CHAPTER I INTRODUCTION 1.1 Background of the Study ... 1

1.2 Research Problem ... 6

1.3 Research Purpose ... 7

1.4 Significance ofthe Study ... 7

1.5 Scope and Limitation of the Study ... 7

1.6 Definition of Key Terms ... 8

CHAPTER II REVIEW OF RELATED LITERATURE 2.1 Pragmatics ... ...10

2.1.1 Text ... 11

2.1.1.1 Cohesion ... 11

2.1.1.2 Endophora ... 12

2.1.1.3 Substitution ... 13

2.1.3.1 Conversational Implicature ... 17

2.1.3.2 Conventional Implicature ... 19

CHAPTER III RESEARCH METHODS 3.1 Research Design ... 23

3.2 Research Instrument ... 24

3.3 Data and Data Source ... 24

3.3.1 Primary Data ... 24

3.3.2 Secondary Data ... 24

3.4 Data Collection ... 25

3.4.1 Searching the Kind of International Airports ... 25

3.4.2 Tabulating the Kind of International Airports ... 26

3.4.3 Searching the Kind of Commercial Airlines ... 26

3.4.4 Searching of Each airline Official Websites ... 27

3.5 Data Analysis ... 28

3.5.1 Tabulating the Kind of Slogans ... 29

3.5.2 Analyzing the Context ... 29

3.5.3 Interpreting and Categorizing the Implicature of Slogans ... 30

CHAPTER 1V FINDING AND DISCUSSIONS 4.1 Finding ... 32

4.1.1 The Context of Each Slogans Based on Hymes ... 36

4.1.1.1 Slogan of Air Asia ‘Now Everyone Can Fly’ ... 36

4.1.1.2 Slogan of Air China ‘Trust, Convenience, Comfort, and Satisfaction’37 4.1.1.3 Slogan of Air fast Indonesia ‘We’ll Fly You Safely’ ... 39

4.1.1.4 Slogan of All Nippon Airways (ANA) ‘Trustworthy, Heartwarming, Energetic’ ... 39

4.1.1.5 Slogan of Asiana Airlines ‘State of the Art Service, Considerate Service, Friendly Service, High-End Service’ ... 40

4.1.1.6 Slogan of Aviastar ‘Fly Safe and Comfort’ ... 41

4.1.1.7 Slogan of Batik Air ‘Journey Begins’ ... 42

4.1.1.8 Slogan of Business Air ‘Fly with Greater Flexibility’ ... 43

4.1.1.9 Slogan of Cathay Pasific Airlines ‘World’s Biggest Welcome’ ... 43

4.1.1.10 Slogan of Cebu Pasific Air ‘Why Everyone Flies’ ... 44

4.1.1.11 Slogan of China Airlines ‘Spread Your Wings, Explore the World’ . 45 4.1.1.12 Slogan of China Southern Airlines ‘Experience beyond Your Expectation’ ... 46

4.1.1.13 Slogan of Citilink ‘Travel with Complete Peace of Mind’ ... 47

4.1.1.14 Slogan of Emirates ‘Hello Tomorrow’ ... 48

4.1.1.15 Slogan of Etihad ‘National Airline of UAE (United Arab Emirates)’ 49 4.1.1.16 Slogan of Eva Air ‘Sharing the World, Flying Together’ ... 49

4.1.1.19 Slogan of Japan Airlines ‘Fly Into Tomorrow’ ... 52

4.1.1.20 Slogan of Jetstar Asia Airways ‘All Day, Every Day, Low Fares’ ... 52

4.1.1.21 Slogan of Korean Air ‘Excellent in Flight’ ... 53

4.1.1.22 Slogan of Lion Air ‘We Make People Fly’ ... 54

4.1.1.23 Slogan of Malindo Air ‘Smarter Way to Travel’ ... 55

4.1.1.24 Slogan of Mihin Lanka Air ‘Yours to Fly’ ... 56

4.1.1.25 Slogan of Oman Air‘Modern Vision, Timeless Traditions’ ... 56

4.1.1.26 Slogan of Philippine Airline ‘Heart like No Other’ ... 57

4.1.1.27 Slogan of Qantas Airways ‘Spirit of Australia’ ... 58

4.1.1.28 Slogan of Saudia Arabian Airlines ‘Welcome to Your World’ ... 59

4.1.1.29 Slogan of Silk Air ‘The Regional Wings of Singapore Airlines’ ... 60

4.1.1.30 Slogan of Sriwijaya Air ‘Your Future Partner’ ... 60

4.1.1.31 Slogan of Susi Air ‘Your Complete Air Transport Solution for All of Indonesia’ ... 61

4.1.1.32 Slogan of Thai Airways ‘Smooth as Silk’... 62

4.1.1.33 Slogan of Thai Lion Air ‘Freedom to Fly’ ... 63

4.1.1.34 Slogan of Turkish Airline ‘Widen Your World’ ... 64

4.1.1.35 Slogan of Vietnam Airlines ‘Reach Further’ ... 64

4.1.1.36 Slogan of Xiamen Airlines ‘Soaring Egret in the Blue Sky’ ... 65

4.1.2 The Implicature of Each Slogans Based on Grice ... 66

4.1.2.1 Air Asia’s Slogan ‘Now everyone can fly’ ... 66

4.1.2.2 Air China’s Slogan ‘Trust, Convenience, Comfort, and Satisfaction’ . 67 4.1.2.3 Air fast Indonesia’s Slogan ‘We’ll Fly You Safely’ ... 68

4.1.2.4 All Nippon Airways (ANA)’s Slogan ‘Trustworthy, Heartwarming, Energetic’ ... 69

4.1.2.5 Asiana Airline’s Slogan ‘State of the Art Service, Considerate Service, Friendly Service, High-End Service’ ... 70

4.1.2.6 Aviastar‘s Slogan ‘Fly Safe and Comfort’ ... 71

4.1.2.7 Batik Air’s Slogan ‘Journey Begins’ ... 71

4.1.2.8 Business Air’s Slogan ‘Fly with Greater Flexibility’ ... 72

4.1.2.9 Cathay PasificAirlines’s Slogan ‘World’s Biggest Welcome’ ... 73

4.1.2.10 Cebu Pasific Air’s Slogan ‘Why Everyone Flies’ ... 74

4.1.2.11 China Airlines’s Slogan ‘Spread Your Wings, Explore the World’ .. 74

4.1.2.12 China Southern Airlines’s Slogan ‘Experience beyond Your Expectation’ ... 75

4.1.2.13 Citilink’s Slogan ‘Travel with Complete Peace of Mind’ ... 76

4.1.2.14 Emirates’s Slogan ‘Hello Tomorrow’ ... 77

4.1.2.15 Etihad’s Slogan ‘National Airline of UAE (United Arab Emirates)’ 77

4.1.2.16 Eva Air’s Slogan ‘Sharing the World, Flying Together’ ... 78

4.1.2.17 Firefly Airline’s Slogan ‘Beyond Convenience’... 79

4.1.2.21 Korean Air’s Slogan ‘Excellent in Flight’ ... 81

4.1.2.22 Lion Air’s Slogan ‘We Make People Fly’ ... 82

4.1.2.23 Malindo Air’s Slogan ‘Smarter Way to Travel’ ... 83

4.1.2.24 Mihin Lanka Air‘s Slogan ‘Yours to Fly’ ... 84

4.1.2.25 Oman Air’s Slogan ‘Modern Vision, Timeless Traditions’ ... 85

4.1.2.26 Philippine Airline’s Slogan ‘Heart like No Other’ ... 85

4.1.2.27 Qantas Airways’s Slogan ‘Spirit of Australia’ ... 86

4.1.2.28 Saudia Arabian Airlines’s Slogan ‘Welcome to Your World’ ... 87

4.1.2.29 Silk Air’s Slogan ‘The Regional Wings of Singapore Airlines’ ... 87

4.1.2.30 Sriwijaya Air’s Slogan ‘Your Future Partner’ ... 88

4.1.2.31 Susi Air’s Slogan ‘Your Complete Air Transport Solution for All of Indonesia’ ... 88

4.1.2.32 Thai Airways’s Slogan ‘Smooth as Silk’ ... 89

4.1.2.33 Thai Lion Air’s Slogan ‘Freedom to Fly’ ... 90

4.1.2.34 Turkish Airline’s Slogan ‘Widen Your World’ ... 90

4.1.2.35 Vietnam Airlines’s Slogan ‘Reach Further’ ... 91

4.1.2.36 Xiamen Airlines’s Slogan ‘Soaring Egret in the Blue Sky’ ... 92

4.2 Discussion ... 92

CHAPTER V CONCLUSION 5.1 Conclusion ... 96

5.2 Suggestion ... 97

REFERENCES ... 98

LIST OF TABLES

Table 4.1 ... 32 Table 4.2 ... 34

CHAPTER I INTRODUCTION

This chapter introduces the present study. It describes background of the study, research problems, and research purposes, significance of the study, scope and limitation and definition key terms.

1.1 Background of Study

The implicature analysis frequently has been conducted by some researchers in the previous study. Alduais (2012) and Maghfirah (2016) said that Grice theory of implicature is universal and applied to all languages of the world. Based on Christopher Potts (2014) generally Grice theory of implicature is divided by two types, conversational implicature and conventional implicature. For instance of implicature used in various genres: in comic (Husna, 2013) focused on describing the implicature occurred and the maxims that were violated, course book (Nurzani, 2015) focused on conversational implicature and the implied meaning, humor (Khusnita, 2013) focused on implicit meaning, movie (Danang, 2011, Fadilah, 2012, Wijayanti, 2013, Muvida, 2015, and Nur, 2015) they focused on conversational implicature, transcript interview (Putri, 2011) focused on implied meaning, and also in holly Qur’an (Saputro, 2014 and Maghfirah, 2016). In other hand, Advertisement is also included: TV commercial advertisement product (Ashari, 2009), drink advertisement (Sari, 2009), mobile phones and cars advertisement (Ni’mah, 2012), cigarette

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advertisement (Mutmainnah, 2013) and (Safitri, 2015), they focused on intended meaning of the slogan and some of them with focusing on linguistic form. In studying implicature, most of researcher used conversational implicature. Moreover, Mutmainnah(2013) in her cigarette advertisement conducted her research by using Grice’s conversational implicature, she suggested the next researcher who want to conduct a similar research to understand more about implicature, not only in conversational implicature but also conventional implicature and flouting maxim. The present study aims to continue their research by attempting to investigate in the other advertisement that is ‘implicature on Indonesia’s airline advertisement slogans’ and by using Grice’s implicature approach which intended meaning and the kinds of implicature of the slogans are being analyzed.

Related of this research, the implicature can be considerate as an additional meaning (Yule: 35). In fact, reading is the first ground to interpret meaning. In communication, the listeners or the reader may assume something more than what is said, as like in slogan of advertisement. Moreover, in this modern era competition for offering and selling product is very strict. Nixon (12:2003) also said that advertising has occupied an important place within these diverse accounts of economic and cultural change and represented a particularly visible marker of the dynamism of commercial society. That is why the writer take the advertisement is being analyzed.

Advertisement is the way advertiser to promote something or promote their product for sale. Based on Rani Abdul (2004:67) in Ni’mah (2012) Advertisements are identified as the texts that do their best to get people’s notice to make them turn

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toward them. The purposes of advertisements are to attract, inform, motivate and appear curiosity of the public to buy and use their products or services to follow the ideas. As Shayma Abdullah Al-Azzawi(2009:3) said that advertising often takes advantage of implicature to make claims that people interpret to be more powerful than they really are. Means that there have many profits in advertising which has used an implicature to make people believe of the product of advertising. Even less, one of the tools to create the great advertisement is the language itself. The language must be interesting and easily catch the attention of the hearer, reader or consumer (Yunita: 2009). Bowdery (9:2008) advertising is all about communication. It’s about getting people to connect with the product or service. Advertising carries many messages to a great number of different people. It’s an important part of the company to make sure those messages are delivered successfully (P. 13).

Advertising slogans and promotional tools enables companies to introduce themselves, their products, or services. Further, it plays an important role in protecting brand identity (Irandoust and Abdi: 2013). In advertisement of product there is a slogan to make an intention from the customer to choose the product. Also to make an advertising slogan effective in introducing a company or institution, it should be easily understood by consumers, and be associated with a specific brand (Stewart and Clark, 2007 in Irandoust and Abdi, 2013). According to Ni’mah (2012) slogan is a memorable motto in some advertising or phrase used in political commercial, religious and other context as a repetitive expression of an idea or purpose. It is a group of words that promise a reward in dramatic way: easy to read,

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easy to say and easy to remember. Slogan has different characteristic that can make a different with other product. Guy Cook (1998) in Ni’mah (2012) add that the slogan should use by a company selling a particular product will tie in closely with the descriptions used in the advertising copy. The aim of slogan is get people’s intention to choose the product or service.

Services are intangible and do not have a physical existence. Hence, services cannot be touched, held, tasted, or smelt this is most defining feature of a service and that which primarily differentiates it from a product (Management study guide, 2016). Then,Related motive’s writer with this research going to analyzed, the writer uses the product is being analyzed here is not commodity product but the service product.The service product here is airline commercial transportation. There have some crucial reasons why the writer selects this airline advertisement. First, the writer interested in this airline advertisement which is in this modern era, airline transportation is comfortable transportation, do not need to wait for much time to arrive the destination.

Second, lately in this five years, there have much been information and phenomenon about the accident of airline commercial transportation. Such as some examples issues of airline’s accident which operated in Indonesia had ever covered by some online news in five years lately.First, on 2011, the working down of Merpati Nusantara airline flight 8968 on waters near Utarom airport, Kaimana, west Papua which has been posted by nasional.harianterbit.com. Second, on 2012, the working down of SukhoiSuperjet 100 after blundering side of Salak Mountain in west Java

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which has been posted by nasional.kompas.com. Third, on 2013, the tripping over of Lion Air 904 in airport of NgurahRai which has been posetd by nasional.harianterbit.com. Fourth, on 2014, the last contact operation of Air Asia QZ8501 route Surabaya-Singapore which has been posted by nasional.kompas.com. Last, on 2015, the airline of Twin Otter DHC-6-300 got a trouble in Enaratoli Papua which has been posted by republika.co.id.

The issues are not only about the accident but also about the delays of the aircraft, as like a news recently that posted by http://www.liputan6.com at May 10, 2016, said that there have been 2 schedules of Lion Air were delayed in AdiSucipto’s airport. Knowing the issues as above means the slogan advertisement and the product is frequently not synchrony. Not only that, lately when AEC ( Asean Economic Community) is turning up, many airlines commercial transportation business is developing their quality, such as has launched by lifestyle.okezone.com at March,

25th, 2015 said that one of airlines commercial transportation, Garuda Airline

enterprise increased their product up to 18 airlines to develop their quality. As indirect, it influenced the slogan. Those phenomenon attract the researcher to conduct a research use the airline’s advertisement slogan.

Considering on the slogan, to understand what intended meaning on slogan, and what the companies want to communicate with people by slogan. People should be aware to understand the slogan before selecting the product. Commonly, slogan is only paraphrase, being smart consumer to select the product should understand what intended meaning implied on slogan, means that, between companies (the speaker or

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writer) and people or consumer (the reader or listener) sometimes has different ways to understand the text of language or slogan. Hence, the consumer should make assumption about what the companies is trying to convey. Then, generally it is called ‘implicature’. Such as (Safitri, 2015) said implicature is the truth in the utterances that is not stated explicitly by the speaker (the writer), so the listener (the reader) should interpret the meaning about the utterance by themselves. Implicature is one of branches of Pragmatics, which Pragmatics is concerned with the study of meaning as communication by a speaker or a writer an interpreted by a listener or a reader (Yule, 1996: 3). Therefore, study of implicature on the slogan of commercial airlines is being a subject matter in this study.

From explanation above, in this study, the researcher wanted to analyze the implicature of the airlines advertisement slogans that operated in Indonesia. Then the

researcher inspires to conduct this study entitled “A Study of Implicature on Airline

Advertisement Slogans Operated in Indonesia”. 1.2 Research Problem

Based on the Background of the study, the writer attempted to study implicature as in airlines advertisement slogans that operated in Indonesia. This study focus on one main problem, that is to know what the implicatures implied by slogans used in commercial airlines advertisement slogans that operated in Indonesia.

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1.3 Research Purpose

Based on the one main problem. The goal of this study is to describe the implicatures are implied in commercial airlines advertisement slogans that operated in Indonesia.

1.4 Significance of the Study

Human communication is characterized by the ability to convey more information than uttered literally (Anton Benz, KatjaJasinskaja, FabienneSalfner, 2013: 1). Then the writer expects that this study can enrich the knowledge of people especially linguistic student who read this study about implicature. Moreover the implicature implied in the advertisement especially on commercial airlines advertisement slogans which is operating in Indonesia. And this study can be references for the next researchers who interested in implicature of advertisement study. This study also useful for the people or reader of the advertisements, make them realize that there always implied meaning in every slogans of advertisements. In addition finding of this study is useful for the any kinds of company that want to create a slogan can be easy remember by people.

1.5 Scope and Limitations

The scope of this study is the Grice’s implicature as the basis theory to analyze the commercial airline advertisement slogans which is the commercial airline operated in Indonesia. Then, the data that will be taken is using English slogans.

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Whereas, to avoid this study beyond the object of this research. The writer also limits the kind of airlines in this study are commercial airline which are operating in Indonesia, exactly on the all of the international airport in Indonesia. Means that the airport which have standardization of international in name list of Indonesia international airport. The name list of Indonesia international airport is taken from official website; http://hubud.dephud.go.id.

1.6 Definition of Key Terms

The researcher clarified the terms to avoid the mistake or misinterpretation between the researcher and the reader:

1. Implicature is the speaker intends when do the communication to imply,

suggest, and mean as distinct from the speaker literally says. In the other word, when the speaker utters the word there has been a hidden meanings are implied (Brown and Yule, 1988: 31).

2. Commercial Airlineis the freight on a scheduled basis between selected

airports (Encyclopedia Britannica, 2016).

3. International Airportis the airport that has supplied with flight inter nation and

has filled the criteria of international (Bandarasoekarnohatta.com, 2016)

4. Advertisement is public notice designed to inform and motivate. Their

objective is to change the thinking pattern (or buying behavior) of the recipient, so that he or she is persuaded to take the action desired by the advertise (Business Dictionary, 2016).

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5. Slogan is simple and catchy phrase accompanying a logo or brand that

encapsulates a product’s appeal or the mission of a firm and makes it more memorable. And which (when used consistently over a long period), becomes an important component of its identification or image (Business Dictionary, 2016).

CHAPTER II

REVIEW OF RELATED LITERATURE

This chapter present the discussion of pragmatics, text, context, and implicature.

2.1 Pragmatics

Yule (1996:3) said that pragmatics is the study of speaker meaning. In other word, concerning human uses language, what the writer (a speaker) means and how the reader (a listener) interprets the words uttered. As Aitchison (2003:104) in Dornerus (2005:4) said pragmatics is the branch of linguistics which studies how speakers use language to achieve their goals and how hearers interpret the meaning the speaker wishes to convey.

The using of advertisement in pragmatic implicature has many good, such as attract the customers’ attention for buying of the product. Thus, can be the evidence of advertiser tryi to make a good social relationship with the customer. Meanwhile, the advantage of studying language via pragmatics is that one can talk about people’s intended meanings, their assumptions, their purposes or goals and the kinds of actions (Yule, (1966:4).Furthermore, the pragmatic implicature, it is better to understand the advertising language and help develop the design of new and more exquisite advertisements (Al-azzawi 2009:2).

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2.1.1 Text

Text is the verbal record of the communicative event (Brown and Yule, 1996:190). A text is not only a product, but a process in which the writer and the reader interact with each other (Vivanco, 2006:2). In other word, text in slogan advertisement is not only just a product to inform the people or reader as the customer of the product how interesting and good the quality and quantity of the product, but also a process being interaction happens both of the writer as the producer of the product and the reader as the customer.

To identify text as forming a text, there are principles of connectivity which bind a text together and force co-interpretation.

2.1.1.1 Cohesion

A text has texture and this is what distinguishes it from something is not a text (Halliday and Hasan, 1976:2 in Brown and Yule, 1996:191). As recited in Yule (2010:143):

“Textsmust have a certain structure that depends on factorsquite different from those required in the structure of a single sentence. Some of thosefactors are described in terms of cohesion, or the ties and connections that exist withintexts.”

Cohesion is what meshes the text together. Thus,cohesive relationship within the provider of texture are present to set up a text where the interpretation of some element in the discourse is dependent on that of another (Brown and Yule, 1996:191). A paradigm example such from cohesive relationship:

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(1) Peel and slice the five red onions. Fried them into griddle.

The text above it is clear that them in the second sentence refers back to (them is called Anaphoric) the five red onions in the first sentence. The function of the Anaphoric themis giving cohesion to the two sentences, so that the writer interpret them as a whole that the two sentences together constitute a text.

2.1.1.2 Endophora

In this section, this form direct the hearer or reader to interpret within a text, it is called endophoric relation. However, endhopora is co-reference instruct the hearer or reader to look inside the text to find what is being referred to (Brown and Yule, 1996:199). This form also cohesive ties within the text. There are two kinds of endophoric relations: anaphoric relations and cataphoric relations. Anaphoric relations is looking back in the text for their interpretation. Cataphoric relations is looking forward in the text for their interpretation. These relationship are exemplified in:

a. Endophora:

(i) Anaphoric: look at the butterfly. It is flying beautifully. (It refers back to the butterfly).

(ii) Cataphoric: it’s flying beautifully, the butterfly. (It refers forwards to the butterfly). Those examples are relationship of co-reference that was illustrated as holding between a full lexical expressions the butterfly and it (1996: 193).

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2.1.1.3 Substitution

Substitution is an expression may simply be replaced by another in the text(1996: 201). They are not alone in this view. Consider the example above in text (1) reproduced here:

Peel and slice the five red onions. Fried them into griddle.

The writer commented, it is clear that themin the second sentence replaced the five red onionsin the second sentence. As other example drawn by Cutting (2002:11) with lyrics a song:

Little boxes on the hillside, Little boxes made of ticky-tacky,

Little boxes, little boxes, Little boxes, all the same. There’s a green one and a pink one

And a blue one and a yellow one And they’re all made out of ticky-tacky

And they all look just the same. (Reynolds 1963)

The lines ‘There’s a green one and a pink one / And a blue one and a yellow one’ contain the substitute ‘one’. As with endophoric reference, substitution holds the text together and avoids repetition: a green one replaces a green box, the one substituting for the box.

2.1.2 Context

Understanding language not only concern with a text but also context. Means, it’s important for understanding context behind what is said to be what is understood.

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Such as Brown and Yule (1996:35) said since the beginning of the 1970s, linguist have become increasingly aware of the importance of context in the interpretation of sentences.

There two kinds of context, linguistic context and situational context. First, linguistic context also known as co-text (Brown, Yule 1996:46 and Fromkin, Rodman, Hyams 2011:207). The co-text of a word is the set of other words used in the same phrase or sentence. The surrounding co-text has a strong effect on what we think the word probably means (Yule, 2010:129). Example such as in (Yule 2010:129) the writer identified the word ‘can’ as a Homonym. Homonym is a single word but there have two meanings. To know which is intended meaning in particular sentence, we normally do such as on basis linguistic context. If word ‘can’ together with water and fish, we have no problem deciding which type of can is meant. Or, we hear someone say that ‘I can get a fish’, we know from this linguistic context which type of can is intended. And other explanation about linguistic context has explained above in text.

Second, situational context is virtually nonlinguistic in the environment of the speaker in which a sentence or discourse happens. Situational context includes the speaker, hearer, and any third parties present, along with their beliefs and their beliefs about what the others believe. It includes the physical environment, the social milieu the subject of conversation, the time of day, and so on. (Fromkin, Rodmin, Hyams 2011:207). A context can support a range of meanings. As other linguist,Hymes in

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Brown and Yule (1996: 37) said the role of context in interpretation as, on the one hand, limiting the range of possible interpretation and, on the other, as supporting the intended interpretation. To know about the meaning and context, Hymesin Coulthard (1985: 44) sets about specifying of context;

a. Setting

All speech events occur of necessity in time and space. Sometimes it is one of the defining criteria of an event that it occurs at a specific time or in specific place (Coulthard, 1985:44).

b. Participant

Goffman (1979) in Coulthard (1985:45) said that traditionally speech has been described in terms of two participants, a speaker who transmits a message and a listener who receives it. However, while in the majority of situations the person who is speaking is also the addressor or the author.

c. Purposes

All speech events or speech acts has a purpose. Purpose here is the goal of the communications (Coulthard, 1985:47).

d. Topic

Topic here is what is being talked about (Brown and Yule, 1963:38). e. Key

Vakili,Kashandi and Tabande (2012) said that in the course of social interaction, participants offer each other signals as how to interpret the message

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content. It refers to the tone, manner, or spirit in which a particular message is conveyed, such as: lighthearted,serious, mocking, sarcastic and so on. The key may also be marked nonverbally by certain kind of behavior, gesture, posture, or attitude. f. Channel

Channel is how the contact between the participants in the event being maintained, by speech, writing or signing.

g. Message form

Message form are illustrated within the three main components which are the purpose of the speech event, the goals and finally the outcome of the conversation. While, Brown and Yule (1963:38) said that the message form is what form is intended.

2.1.3 Implicature

Grice’s most important influential contribution to philosophy and linguistics is his theory. According to Grice, what a speaker means by an utterance can be divided into what the speaker ‘says’ and what the speaker thereby ‘implicates’ (Neale 1992:523-524)

Bottyan. G (2010) said that Grice’s analyzed the implicature is as like the sum of what is said in a sentence and what is implicated in an utterance of the same sentence is called the total signification of an utterance (Grice 1978=1989:41). In the

17

other hand, such as an example, in the middle of their lunch hour, one woman asks another how she likes the pizza she is eating, and she receives the answer in (a). (a) A pizza is a pizza.

The reply in (a) seems to have no communicative value since it expresses something completely obvious. The example (a) pointless expressions like ‘business is business’ or ‘boys will be boys’ are called tautologies. That something must be more than just what the words mean. It is an additional conveyed meaning called Implicature(Yule 1996:35).

According to Grice in Malchenko (2003:25) and Christopher Potts (2014) divided the implicature by two types.

2.1.3.1Conversational Implicature

Conversational implicatures are the centerpiece of Gricean pragmatics (Grice, 1989) and its subsequent developments. On Grice’s conception, they require speakers to reason not only in terms of their language but also their understanding of the context and each other’s goals and intentions. This places conversational implicatures at the center of debates about the distinction between semantics and pragmatics and guarantees them a leading role in investigations of language and social cognition (Christopher: 2014, P: 15). Then this following is an example of Conversational implicature:

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A: Is that scotch over there? B: Help Yourself.

A’s utterance is literally a request for information (on the nature of the liquor), yet B interprets it as a request for a drink. Nothing in the literal meaning of A’s utterance could lead B to that interpretation, which can only be derived by means of conversational implicature.

The conversational implicature also divided into three sub categorizations. The first sub is generalized conversational implicature that is the reader or the listener is not required to have special background knowledge or shared knowledge in context to give the additional conveyed meaning, Yule (1996:40). Example:

Inez: did you see Ira and Ayu? Zoya: I see Ayu.

From the example above, from Inez question about asking did Zoya see Ira and Ayu, Zoya answer is clear that she only see Ayu. There, does not need any additional conveyed meaning or background knowledge for answering. It make the listener easily understand that Zoya only see Ayu, and she did not see Ira.

The second sub is scalar implicature, scalar implicature is occurring when a speaker selects the word from the scale which is the most informative and truthful (quantity and quality) in the circumstances, Yule (1996:41). As following example:

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They’re sometimes really confusing.

In the example above, the speaker use the word ‘sometime’ which is giving a meaning that it is not always and not often.

The last sub is particularized conversational implicature that is in particularized implicature inferences are required to work out the conveyed meanings, Yule (1996: 42 in Yuniar (2015). Such as an example below:

Inez: ‘hi, coming to the Zoya’s graduation party tonight?’ Ira: ‘my boyfriend is visiting.’

From the conversation’s example above, the Ira’s question should be ‘yes’ or ‘no’. So, to make Ira’s answer is relevant, Inez has to draw on some assumed knowledge of Ira’s answering that Ira will spend his tonight with his boyfriend, so it means that tonight Ira is not going to the party.

2.1.3.2Conventional Implicature

Grice (1975) defines two major classes of meaning that are supposed to fall outside of “what is said (in the favored sense)”: conversational implicatures, discussed above, and now is conventional implicatures.

A conventional implicature is generated by meanings of words used (and so is a semantic, not a pragmatic, phenomenon). The two classes share the ‘implicature’ designation, but it’s an uneasy union; as we’ll see, conventional implicatures have

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more in common with presuppositions and at-issue entailments than they do with conversational implicatures (Potts: 2014, P: 27). Further, Potts (2003:282) gives the definition of conventional implicature that related Grice’s definition, as the following definitions;

a. Conventional implicatures are part of the conventional (lexical) meaning of words. b. Conventional implicatures are commitments, and thus give rise to entailments. c. These commitments are made by the speaker of the utterance “by virtue of the meaning of” the words he chooses.

d. Conventional implicatures are logically and compositionally independent of what is “said (in the favored sense)”, i.e., independent of the at-issue entailments.

Grice gives the following convincing examples: He is poor but honest

An utterance stating that honesty appears contrary to expectations in relation to financial under privileges.

John is an Englishman therefore he is brave.

An utterance which triggers entailment built on the argumentative of reaching a conclusion based on a set of premises:

- Premise 1: All Englishman are brave. - Premise 2: John is an Englishman. - Conclusion: John is brave.

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Further, the explanation from Melchenko (2003:22) by inserting ‘therefore’ the speaker implicates that being brave is a consequence of being an Englishman. Thus, conventional implicatures are similar to presuppositions in this respect. As Karttunen and Peters (1979) said that there is no distinction between presupposition and conventional implicatures. The only quality that distinguishes implicatures from other standard types of presupposition is that the conventional implicatures are often more cancellable than presupposition.

Further, Potts (2007:3) said Grice identifies the descriptive meaning with ‘what is said’.

a. Thora is a baby, but she is quiet.

Descriptive: Thora is a baby, and she is quiet.

Conventional Implicature: Babies are not usually quiet. b. Mack is still swimming.

Descriptive: Mack is swimming.

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c. Even Christin passed the test.

Descriptive: Christine passed the test.

Conventional Implicature: Christin was among the least likely to pass the test. Potts specifies the descriptive meaning with confident equalities.

CHAPTER III RESEARCH METHODS

This part discusses the methodology of the research. It consists of research design, subject of the research, research instrument, data and data sources, data collection, data analysis and research time frame.

3.1 Research Design

In this case study, related the research problem, the researcher uses the qualitative descriptive approach to analyze this case. As Mack et.al.. (2003:1) said that qualitative research methods is a type of scientific research. It because the researcher analyzes the data based on Paul Grice, theory implicature. Qualitative research have some characteristic; seeks answer to a question, systematically uses a predefined set of procedures to answer the question, collects evidence, produces findings that were not determined in advance and produces findings that are applicable beyond the immediate boundaries of the study (ibid).

In the spite of this, as Wolcott (1994) in Creswell (2003:208) said that qualitative research is fundamentally interpretive. Means that the researcher makes an interpretation of the data. This includes developing a description of an individual or setting, analyzing data for themes or categories, and finally making an interpretation or drawing conclusion. Then, the writer takes the theory of qualitative research from Wolcott to analyze this case study.

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3.2 Research Instrument

In this research, the instrument will be the writer, because the writer is the primary instrument for analyzing and collecting data. As Miles and Huberman (1994:7) in Dornyei (2011:38) said that the researcher is essentially the main ‘measurement device’ in the study. Further, Haverkamp (2005) in Dornyei (2011:38) said that in qualitative research, the researcher’s own values, personal history, and ‘position’ on characteristics such as gender, culture, class, and age become integral part of the inquiry.

Therefore, the writer put herself in the primary instrument. Then, the writer uses certainly her ideas or brain, personal computer and internet connection to collect and analyze the data.

3.3 Data and Data Sources

The data will be the phrase, clause and sentence. And data sources divided into two categories: primary data and secondary data.

3.3.1 Primary Data

Primary data are those which are collected afresh and for the first time and thus happen to be original in character or to be originally collected (Kothari, 2004: 95). Therefore, the primary data in this case study is all slogans which taken from commercial airline advertisements operated in Indonesia.

3.3.2 Secondary Data

Secondary data are those which have already been collected by someone else and which have already been passed through the statistical process (ibid).

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Therefore, the secondary data are taken from some books and journals which are related with this case study and to help the writer for detecting and interpreting the data, such as one of books by Gillian Brown and George Yule (1996), Malcolm Coulthard (1985), etc.

3.4 Data Collection

For analyzing the case study, the writer need to collect the data before doing investigating. It can make the writer doing the investigation of the study easier. As Ritchie and Lewis (2003: 110) said:

“… the extent to which the structure and coverage of data collectioncan usefully be envisaged or planned in advance will vary depending on the specific purposes of the study.”

The data collection conducted with the following steps:

3.4.1 Searching the Kind of InternationalAirports

The writer searches where and what are the kinds of airport that has standard of international airport in Indonesia onone of believable website in the internet, means that website is official and the time and date published is present recently. Such as on http://hubud.dephub.go.id published on July 14, 2016 and retrieved on July 14, 2016. There, already published what kinds of international airport that operated in Indonesia.

3.4.2 Tabulating the

Knowing what kinds and where are the inte Then, the writer collect them as some par international airport.

3.4.3 Searching the After knowing what

searches the airline’s commercial which is operating in that airport in each official websites of airport. Then, collect them in the table.

of international airport

Tabulating the Kind of International Airports

Knowing what kinds and where are the international airport in Indonesia. collect them as some parts in table, such collect kinds of

NO NAMES OF

INTERNATIONAL AIRPORT

POSITION

1 2

Searching the Kind of CommercialAirlines

knowing what the international airports are in Indonesia

the airline’s commercial which is operating in that airport in each official Then, collect them in the table. Such as one of official website of international airport in province ofwest Sumatra exactly in 26

airport in Indonesia. , such collect kinds of

POSITION

are in Indonesia, the writer the airline’s commercial which is operating in that airport in each official one of official website west Sumatra exactly in

Padangcityhttp://www.minangka

has already what kinds of commercial airlines that operated.

When all the names of airline commercials are collected

same name of commercial airlines in each international airport, the writer assemble them become one

commercial airline which is active writer can know what

3.4.4 Searching of

Last, after knowing

operating in those international airports of the airline commercial

them such in a table. Air. http://lionair.co.id

http://www.minangkabau-airport.co.id retrieved of July 14 has already what kinds of commercial airlines that operated.

When all the names of airline commercials are collected

same name of commercial airlines in each international airport, the writer assemble them become one or to locked them of from double same name of which is active, the writer select them one by one. So, the what the commercial airlines are regularly.

Searching of Each AirlineOfficialWebsites

, after knowing the airline commercial which is active or still operating in those international airports. The writer search in each official website

commercial which is still operating to know the slogan

. Such as on the official website of airline commercial, Batik air.co.id copy right 2016 and retrieved April 7, 2016.

27

July 14, 2016. There,

When all the names of airline commercials are collected. To avoid the same name of commercial airlines in each international airport, the writer double same name of , the writer select them one by one. So, the

the airline commercial which is active or still . The writer search in each official website to know the slogan, then collect Such as on the official website of airline commercial, Batik

Table example of slogans in NO

1

3.5 Data Analysis

Data qualitative analysis is to develop and follow certain principled analytical series without being tied by the compulsion of the procedures and immolate, the researcher

In other word, to analyze the data of this study, the writer should investigate by her own interpretation as a theoretical

Meanwhile, after collecting the data, t this study case by condu

Table example of slogans in each commercial airlines: NAMES OF

COMMERCIAL AIRLINE SLOGAN

ata Analysis

Data qualitative analysis is to develop and follow certain principled analytical series without being tied by the compulsion of the procedures and immolate, the researcher is creative liberty of interpretation (Donyei, 2011:142). In other word, to analyze the data of this study, the writer should investigate by her own interpretation as a theoretical bases that has already discussed.

fter collecting the data, the researcher will analyze by conducting with the following steps:

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Data qualitative analysis is to develop and follow certain principled analytical series without being tied by the compulsion of the procedures and is creative liberty of interpretation (Donyei, 2011:142). In other word, to analyze the data of this study, the writer should investigate by

bases that has already discussed.

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3.5.1 Tabulating the Kind of Slogans

To answer the one and only the question of this study. First, to make easier investigating the writer assembles the slogans of airline advertisement in the table that has taken from international airport.

NO NAMES OF COMMERCIAL AIRLINE SLOGAN

1

3.5.2 Analyzing the Context

Before knowing the implicature of those slogans, the writer analyze the context of each slogans as discussed in theoretical base of context according to Hymes. As the example below is analyzing of the context of the text from Lion Air’s commercial airline:

Slogan:‘We make people fly’

Setting: This slogan is taken by the writer from the official website of Lion Air; http://lionair.co.id. There, has already shown that the copyright is on 2016. And this retrieved by the writer on April 7, 2016.

Participant: The participant of this slogan is include the corporate as the addressor or as the writer and the customer as the addressee or as the reader. The customer here is also the writer.

Purposes: This slogan created is more than informing but convincing or catching the attention of the customer or people to use the Lion Air company’s product. Such as the spreading in their official website, the corporate try to make the

30

people believe that they can make the people fly with their commercial airline and also always prioritize the safety, security, and quality.

Topic: Advertisement.

Key: There is no intonation of sound or gesture in this slogan, because this slogan is forming as a text.

Channel:The channel is written.

Message form: As they showed in their official website, the corporate of Lion Air is commonly known is the low-cost airlines or law cost carrier. Therefore, they make that slogan in their product brand that is in commercial airline.

3.5.3 Interpreting the Implicature of Slogans and Categorizing the Slogans

After knowing the context of each slogans. The writer developed the description of slogans through interpreting all the slogans which areimplicaturesimplied in the data of slogans based on implicatureof theoretical base and directly categorize them into kinds of impliacture. For example from the slogan of Lion Air above:

Knowing the context above, the writer can interpret the implicature which is implied in Lion Air’s slogan. That slogan if we give it the meaning just like in common, the meaning is being the corporate of Lion Air is making people fly. How can people fly? Fly is commonly used by bird that has wings to fly, but the context here is human or people that in fact there has no wings to fly. That something must be more than just what the words mean. Then, the writer should see from the other side, such inside of economy. As found in context of this slogan above, the writer know that in massage form, the corporate of Lion Air

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commonly known is the low-cost airline. From the reason of low cost, they try to convince the people by their slogan we make people fly means that anyone now can fly with their commercial airline because people will pay with low-cost. Slogan: ‘we make people fly’

Implicature: [The Company give the easier way to people for flying by using their brand airline.]

As we know in the discussing of implicature that slogan was categorized into particularized conversational implicature. Because to assumed the meaning of slogan, the reader needs the additional knowledge that already explained above.

CHAPTER IV

FINDINGS AND DISCUSSIONS

This chapter deals with the research finding and the discussion about the statement of problem formulated in chapter one.

4.1 Findings

Behind the main research problem of this study, that is to know what the implicatures implied by slogans used in commercial airlines advertisement slogans that operated in Indonesia. In this finding section, to answer the main research in this study, the writer focused on analyzing the data which has been collected. Before

analyzing the data, to make the writer easier in analyzing, there have been some

finding data tables.

Table 4.1

List of International Airports operated in Indonesia

No NAMES OF INTERNATIONAL AIRPORT POSITION

1 Adi Sumarmo Boyolali- Central Java

2 Adi Sudjipto Sleman – DI

Yogyakarta

3 Ahmad Yani Semarang – Central

Java

4 El Tari Kupang – South East of

Nusa

5 Frans Kaisiepo Biak Numfor – Papua

6 Halim PerdanaKusuma Kota Jakarta Timur -

33

7 Hang Nadim Batam - Kepulauan

Riau

8 HuseinSastra Negara Kota Bandung – West

Java

9 Juanda Sidoarjo – JawaTimur

10 Juwata Tarakan - North

Kalimantan

11 Kuala Namu Deli Serdang, Sumatera

Utara

12 Lombok Praya Lombok Tengah – NTB

13 Minangkabau International Airport Padang – West

Sumatera

14 Mopah Merauke– Papua

15 Ngurah Rai Kota Denpasar – Bali

16 Pattimura Ambon – Maluku

17 Raja Haji Fisabillah Tanjung Pinang -

Kepulauan Riau

18 Samratulangi Manado - Sulawesi

Utara

19 Sentani Jayapura– Papua

20 Soekarno Hatta Tangerang–Banten

21 Sultan Aji Muhammad Sulaiman Balikpapan- East

Kalimantan

22 Sultan Hasanuddin Maros - South Sulawesi

23 Sultan IskandarMuda Aceh Besar– NAD

24 Sultan Mahmud Badaruddin II Palembang – South

Sumatera

25 Sultan Syarif Kasim II Pekanbaru– Riau

26 Supadio Kubu Raya – West

Kalimantan

27 Syamsudin Noor Banjarbaru - South

Kalimantan

After knowing the twenty seven of international airports operated in Indonesia. The writer found the list of airline which is still active in each international

34

airports with the slogan of each airlines. In despite of this finding, there were some airlines that there was no the slogan to found, but the writer still show the name of airlines which is still active. And for some airlines which is no slogan in finding is asterisked (*).

Table 4.2

List of Airlines and Each Slogans

No Name of Airline Slogan

1 Air Asia Now Everyone Can Fly

2 Air China Trust, Convenience, Comfort, and Satisfaction

3 Air fast Indonesia We’ll Fly You Safely

4 All Nippon Airways (ANA) Trustworthy, Heartwarming, Energetic

5 Asiana Airlines State of the Art Service, Considerate Service,

Friendly Service, High-End Service

6 Aviastar Fly Safe and Comfort

7 Batik Air Journey Begins

8 Business Air Fly with Greater Flexibility

9 Cathay Pasific Airlines World Biggest Welcome

10 Cebu Pasific Air Why Everyone Flies

11 China Airlines Spread Your Wings, Explore The World

12 China Southern Airlines Experience beyond Your Expectation

13 Citilink Travel With Complete Peace of Mind

14 Emirates Hello Tomorrow

15 Etihad Airways National Airline of UAE (United Arab

Emirates)

16 Eva Air Sharing The World, Flying Together

17 Firefly Airlines Beyond Convenience

18 Garuda Indonesia The Airline of Indonesia

19 Japan Airlines Fly Into Tomorrow

35

21 Kalstar Aviation *

22 Klm Royal Dutch Airlines *

23 Korean Air Excellent in Flight

24 Lion Air We Make People Fly

25 Malaysia Airlines *

26 Malindo Air Smarter Way to Travel

27 Mihin Lanka Air Yours to Fly

28 Nam Air *

29 Oman Air Modern Vision, Timeless Traditions

30 Philippines Airlines Heart Like No Other

31 Qantas Airlines Spirit of Australia

32 Qatar Airways *

33 Royal Brunei Airlines *

34 Saudia Arabian Airlines Welcome to Your World

35 Singapore Airlines *

36 Silk Air The Regional Wings of Singapore Airlines

37 Sriwijaya Air Your Future Partner

38 Susi Air Your Complete Air Transport Solution For All

of Indonesia

39 Thai Airways Smooth as Silk

40 Thai Lion Air Freedom to Fly

41 Tiger Airways *

42 Trigana Air Service *

43 Turkish Airlines Widen Your World

44 Vietnam Airlines Reach Further

45 Wings Air *

46 Xiamen Airlines Soaring Egret in the Blue Sky

36

4.1.1 The Context of Each Slogans Based On Hymes

After completing all the data on the tables above, then, the writer identified and analyzed the context of data slogans to find the way the implicature.

4.1.1.1 Slogan of Air Asia ‘Now Everyone Can Fly’

Setting: this slogan was taken by the writer from the official website of Air Asia; www.airasia.com. There, has already shown that the copyright was on 2016. And this retrieved by the writer on April 7, 2016.

Participant: the participant of this slogan included the corporate as the addressor or as the writer and the customer as the addressee or as the reader. The customer here was also the writer.

Purposes: this slogan was created for filling the company’s commitment that they want their aspirant of customer can use their product with low cost without double thoughts of high fares.

Topic: advertisement.

Key: there was no intonation of sound or gesture in this slogan, because this slogan was forming as a text.

Channel: The channel was written.

Massage form: as showed on their official website and the sl6gan itself, both of them were keeping the company’s commitment to low fares lies. Then the company’s service target guests wereguests who could do by their selves without the frills of full-service airlines in exchange for low fares.

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4.1.1.2 Slogan of Air China ‘Trust, Convenience, Comfort, and Satisfaction’ This company has more than one slogan, actually. Their advertising words are:

- Commitment to service excellence

- Trust, Convenience, Comfort, and Satisfaction

- We serve the world with care. We navigate our future with innovation.

- To meet customers' demands, to create mutual value

- The Phoenix brings you good luck.

- Wings of China - Our love from the sky.

- The care of Air China is always with you

But they more priorities the second one, that is ‘Trust, Convenience, Comfort, and Satisfaction’.

Setting: This slogan was taken by the writer from the official website of Air China; https://www.airchina.sg. There, has already shown that the copyright was on 2016. And this retrieved by the writer on July 14, 2016.

Participant: The participant of this slogan included the corporate as the addressor or as the writer and the customer as the addressee or as the reader. The customer here was also the writer.

Purposes: This slogan aimed as showed in their official website that this goal was to carry out the dedicated service philosophy of their corporation and to facilitate the service project. And they had meaning for each words of slogan:

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"Trust" is a service requirement emphasizing safety, which means customers need to feel assured after choosing Air China. "Convenience" is a service requirement that ensures the punctuality of flights and a smooth travel experience for passengers during the whole flight experience. "Comfort" emphasizes the necessity of ensuring that passengers feel comfortable, happy and at ease. "Satisfaction" requires that we offer individualized services according to the special needs of the customers. (https://www.airchina.sg/SG/GB/about-us/philosophy/)

Topic: Advertisement.

Key: There was no intonation of sound or gesture in this slogan, because this slogan was forming as a text.

Channel: The channel was written.

Massage form: By four words which they used without the phrase or sentence that too much, it means that the slogan was clear enough in delivering their purpose to make sure the customer. By those words, they wanted make sure the customer that by using their airline, they would give any facilities for making the customer felt comfort, happy and satisfied.

4.1.1.3 Slogan of Air fast Indonesia ‘We’ll Fly You Safely’

Setting: This slogan was taken by the writer from the official website of Air fast Indonesia; http://www.airfastindonesia.com. There, has already shown that the copyright was on 2016. And this retrieved by the writer on July 14, 2016.

Participant: The participant of this slogan included the corporate as the addressor or as the writer and the customer as the addressee or as the reader. The customer here was also the writer.

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Purposes: As their official website showed that this slogan aimed to provide the excellent of quality aviation that customized to the individual needs of their customers.

Topic: Advertisement.

Key: There was no intonation of sound or gesture in this slogan, because this slogan was forming as a text.

Channel: The channel was written.

Massage form: The message of this slogan was the customer should believe if they used their product, they would not worry of getting an accident, because this company tried to make them safe for any reasons.

4.1.1.4 Slogan of All Nippon Airways (ANA) ‘Trustworthy, Heartwarming, Energetic’

Setting: This slogan was taken by the writer from the official website of All Nippon Airways (ANA); http://www.ana.co.jp. There, has already shown that the copyright was on 2016. And this retrieved by the writer on July 14, 2016.

Participant: The participant of this slogan included the corporate as the addressor or as the writer and the customer as the addressee or as the reader. The customer here was also the writer.

Purposes: By the three words of their advertising word. As Showed on their official, the slogan born from the effort of the corporation to determine how the ANA Group was special.

40

Topic: Advertisement.

Key: There was no intonation of sound or gesture in this slogan, because this slogan was forming as a text.

Channel: The channel was written.

Massage form: This slogan sent the message that they wanted to make sure the customer that this corporation put the safety was the most their priority and there was a symbol word ‘Energetic’ means that they also made the team spirit and social responsibility as their priority.

4.1.1.5 Slogan of Asiana Airlines ‘State of the Art Service, Considerate Service, Friendly Service, High-End Service’

Setting: This slogan was taken by the writer from the official website of Asiana Airlines; http://us.flyasiana.com. There, has already shown that the copyright was on 2016. And this retrieved by the writer on July 14, 2016.

Participant: The participant of this slogan included the corporate as the addressor or as the writer and the customer as the addressee or as the reader. The customer here was also the writer.

Purposes: This slogan has aimed that the corporation would serve the customer by providing safe, quick and comfortable service for customer at their desired time and place.

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Key: There was no intonation of sound or gesture in this slogan, because this slogan was forming as a text.

Channel: The channel was written.

Massage form: The message was like the company would serve the customer considerately then it would be friendly serving.

4.1.1.6 Slogan of Aviastar ‘Fly Safe and Comfort’

Setting: This slogan was taken by the writer from the official website of Aviastar; http://www.aviastar.biz. There, has already shown that the copyright was on 2015. And this retrieved by the writer on July 14, 2016.

Participant: The participant of this slogan included the corporate as the addressor or as the writer and the customer as the addressee or as the reader. The customer here was also the writer.

Purposes: From the slogan, it aimed to show the customer that committed to safety and provide customers safe and comfortable air. Optimistically, the high commitment of Director that put on the slogan may lead the corporation to be a credible, trustworthy, and the integrity of being the best.

Topic: Advertisement.

Key: There was no intonation of sound or gesture in this slogan, because this slogan was forming as a text.

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Massage form: Reading the slogan, the message that has been sending was if the people used this airline, they would get a safety and comfortable on doing their journey.

4.1.1.7 Slogan of Batik Air ‘Journey Begins’

Setting: This slogan was taken by the writer from the official website of Batik Air; http://batikair.com/ and https://www.skyscanner.co.id. There, has already shown that the copyright is on 2016 and in the https://www.skyscanner.co.id was posted on January 14, 2014. And these are retrieved by the writer on July 16, 2016.

Participant: The participant of this slogan included the corporate as the addressor or as the writer and the customer as the addressee or as the reader. The customer here was also the writer.

Purposes: This slogan aimed to invite the customer for choosing their air transport. Topic: Advertisement.

Key: There was no intonation of sound or gesture in this slogan, because this slogan was forming as a text.

Channel: The channel was written.

Massage form: The message of the slogan isthe customer could begin their journey by using this brand airline.

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4.1.1.8 Slogan of Business Air ‘Fly with Greater Flexibility’

Setting: This slogan was taken by the writer from the official website ofBusiness Air; http://www.business-air.com. There, has already shown that the copyright was on 2016. And this retrieved by the writer on July 15, 2016.

Participant: The participant of this slogan included the corporate as the addressor or as the writer and the customer as the addressee or as the reader. The customer here was also the writer.

Purposes: This slogan aimed that this brand airline was giving the valuable time to the customer.

Topic: Advertisement.

Key: There was no intonation of sound or gesture in this slogan, because this slogan was forming as a text.

Channel: The channel was written.

Massage form: The message form from this brand slogan is the customer could use this airline by available time, because knowing from the slogan ‘greater flexibility’ means that best choice to use this airline without no worry of delayed and the customer’s time was safe.

4.1.1.9 Slogan of Cathay Pasific Airlines ‘World’s Biggest Welcome’

Setting: This slogan was taken by the writer from the official website of Cathay Pasific Airlines; https://www.cathaypacific.com. There, has already shown that the copyright was on 2016. And this retrieved by the writer on July 15, 2016.

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Participant: The participant of this slogan included the corporate as the addressor or as the writer and the customer as the addressee or as the reader. The customer here was also the writer.

Purposes: This slogan aimed to inform the customer that by using this brand airline, they could choose anywhere they would travel because as in official site this company was offering scheduled cargo and passenger services to more than 110 destination around the world.

Topic: Advertisement.

Key: There was no intonation of sound or gesture in this slogan, because this slogan was forming as a text.

Channel: The channel was written.

Massage form: The message form of this slogan is by using this brand airline, the customer couldgo everywhere around the world.

4.1.1.10 Slogan ofCebu Pasific Air ‘Why Everyone Flies’

Setting: This slogan was taken by the writer from the official website of Cebu PasificAir; https://www.cebupacificair.com. There, has already shown that the copyright was on 2014. And this retrieved by the writer on July 16, 2016.

Participant: The participant of this slogan included the corporate as the addressor or as the writer and the customer as the addressee or as the reader. The customer here was also the writer.

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Purposes: This airline aimed that their company brought the people or customer together through safe, affordable, reliable and fun-filled air travel. Then they committed to innovation and excellence in everything they do. As showed in their mission on official site.

Topic: Advertisement.

Key: There was no intonation of sound or gesture in this slogan, because this slogan was forming as a text.

Channel: The channel was written.

Massage form: As the writer include as the listener. The message form the slogan was like inform the customer would know the reason why should choose their brand airline if they have been choosing it.

4.1.1.11 Slogan ofChina Airlines ‘Spread Your Wings, Explore the World’

Setting: This slogan was taken by the writer from the official website of China Airlines;https://www.china-airlines.com.There, has already shown that the copyright was on 2016. And this retrieved by the writer on July 16, 2016.

Participant: The participant of this slogan included the corporate as the addressor or as the writer and the customer as the addressee or as the reader. The customer here was also the writer.

Purposes: There was not showed the purpose in the official site. But the writer tried to interpret of the purpose. Well, that slogan aimed to show the people or customer that

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by using their brand airline they can go around the world. And by that slogan, the purpose also made the customer to feel inviting.

Topic: Advertisement.

Key: There was no intonation of sound or gesture in this slogan, because this slogan was forming as a text.

Channel: The channel was written.

Massage form:The message of the slogan is the company gave the direction to the customer by their slogan to spread their journey and explore many places in the world.

4.1.1.12 Slogan of China Southern Airlines ‘Experience beyond Your Expectation’

Setting: This slogan was taken by the writer from the official website of China Southern Airlines; http://global.csair.com. There, has already shown that the copyright was on 2016. And this retrieved by the writer on July 16, 2016.

Participant: The participant of this slogan included the corporate as the addressor or as the writer and the customer as the addressee or as the reader. The customer here was also the writer.

Purposes: Reading the short history of this brand profile, this slogan aimed to invite the people for using this airline. And if the customer has already chosen this airline, the service was beyond their expectation.

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Key: There was no intonation of sound or gesture in this slogan, because this slogan was forming as a text.

Channel: The channel was written.

Massage form: From the slogan, the writer got the message form that company wanted to convince the people if they chose their air transportation, they would get more services and experience of journey beyond the customer’s expectation.

4.1.1.13 Slogan of Citilink ‘Travel with Complete Peace of Mind’

Setting: This slogan was taken by the writer from the official website of Citilink; https: //www.citilink.co.id. There, has already shown that the copyright was on 2016. And this retrieved by the writer on July 17, 2016.

Participant: The participant of this slogan included the corporate as the addressor or as the writer and the customer as the addressee or as the reader. The customer here was also the writer.

Purposes: To show the people that their company would bring them to travel with no worry. And the customer feel safe for anything probably worry.

Topic: Advertisement.

Key: There was no intonation of sound or gesture in this slogan, because this slogan was forming as a text.

Channel: The channel was written.

Massage form: The message transferred from the slogan was the customer would safe without thinking anything worry.

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4.1.1.14 Slogan of Emirates ‘Hello Tomorrow’

Setting: This slogan was taken by the writer from the official website of Emirates;http://www.emirates.com.There, has already shown that the copyright was on 2016. And this retrieved by the writer on July 16, 2016.

Participant: The participant of this slogan included the corporate as the addressor or as the writer and the customer as the addressee or as the reader. The customer here was also the writer.

Purposes: This slogan aimed to show the people that the Emirates Company was confident for their position on competition and liberalization. Because such as showed on their official site that their company got the government financial intervention in aviation. That was the reason if they believe that they were strong enough in the interest of customers by the simple slogan.

Topic: Advertisement.

Key: There was no intonation of sound or gesture in this slogan, because this slogan was forming as a text.

Channel: The channel was written.

Massage form: This was a simple slogan. The writer as the reader got the message form that with Emirates tomorrow was ready for facing any kind problem in future.

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other word, most of the slogans use the words which sometimes has ambiguities or double assume meanings and to conclude them the reader need to know the context background of those company’s airline that the additional knowledge most of their company’s official website.

5.2 Suggestion

The writer suggests for the next researchers who will continue this study or analyze into the same subject of implicatureor other object to take or add other interesting aspect beside the way and the purpose like the writer to do. And also the writer suggests to the people for always realizing that every slogans has the implied meaning. Last suggestion for the companies to make the slogan which can be equal between the product and the slogan.

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