THESIS SUBMITTED AS A PARTIAL FULFILLMENT OF REQUIREMENTS FOR THE SARJANA SASTRA DEGREE IN THE ENGLISH DEPARTMENT BY FATMANISSA PRIMA AYUNDA C0306029

AN ANALYSIS OF SLOGANS IN THE BEVERAGE PRODUCTS

(A PRAGMATICS APPROACH)

THESIS SUBMITTED AS A PARTIAL FULFILLMENT OF REQUIREMENTS FOR THE SARJANA SASTRA DEGREE IN THE ENGLISH DEPARTMENT BY FATMANISSA PRIMA AYUNDA C0306029 ENGLISH DEPARTMENT FACULTY OF LETTERS AND FINE ARTS SEBELAS MARET UNIVERSITY

NAME

: FATMANISSA PRIMA AYUNDA

NIM

: C 0306029

Stated wholeheartedly that the thesis entitled AN ANALYSIS OF THE SLOGANS ON THE BEVERAGE PRODUCTS (A PRAGMATICS APPROACH) is originally written by the researcher. It is not a plagiarism, not

made by the others. The materials related to other people’s work were written in quotation and included within the bibliography.

If it is then proved that the researcher cheats, the researcher is ready to take the responsibility.

Surakarta, August 2011

The Researcher

Fatmanissa Prima Ayunda

MOTTO

Always pray and do the best, for the results are the Right of Allah.

DEDICATION

I dedicate this thesis to: - My beloved “Bapak” and “Mamah”

- My “Ayah” - My lovely Mas Lilik - My beautiful Manha

Alhamdulillahirobbil’alamin. All praises are only for Allah, the Almighty God, the Most Gracious and

Most Merciful. Thanks for His guidance so that I can finish this thesis.

This thesis cannot be finished if there are no supports and helps from a number of people who contributed in the preparation and the completion of the research. In this acknowledgement, I would like to express my thanks.

I would like to express my gratitude to Drs. Riyadi Santosa, M.Ed, Ph.D,

as the Dean of Letters and Fine Arts Faculty, for approving this thesis and to Prof. Dr. Djatmika, M.A, as the Head of English Department for giving permission to write this thesis.

Drs. S. Budi Waskito, M.Pd as my thesis consultant for his supervision, advice, guidance and helping me complete my thesis. Thank you Sir! My thanks to all of lecturers of English Department who have taught me many lessons and experiences. I ’d like to extend my thanks to Dra. S.K. Habsari, M.Hum., Ph.D for giving me remedial test for all American Popular Culture subjects which she taught.

My special thanks to my parents, Aad Fuad Arifin, S.H and Sri Lestari, S.E and also to My Ayah, (Alm) Ir. Edlim Murwito, I miss you.

My lovely husband, Mas Lilik, for your love, prayers, jokes, supports and

patient. I do love you. For my lovely daughter, Manha Zara Falisha, “Makasih

I’m sorry I cannot mention you one by one. My great family of Mbah Tumi. Mbah Uti (Alm), Mbah Kung, all of my Pakdhe and Budhe, Om Kis- Lek Ning.

Mbah Iskak, for your patience in facing me, “Sabar ya Mbah”. My dearest friend, Fanya Anggasari, S.E. ”makasih semuanya ya cuint…”. Pakdhe Eko and Pak San, thank you for your paper supplies and printing.

Pak Priyo, thank you for your support.

Ikha and mami Keny, thank you for supporting me to finish this. All of my friends in ED ’06. Ata, Becka, Teh Rini, Chandra, Anita, Vika, Cindy, Dilla, Susi, Pondra, Wulan “RIP ya Lan”, Yuli, Aji, Lala, Vendra, Rena, Rizqi for the “pop culture course” and so on (I am sorry for not mentioning your name one by one). I am very pleased to know all of you. Thank you for many moments we share together. Everybody that I could not mention you one by one. Thank you for everything.

Surakarta, August 2011

The Researcher

Fatmanissa Prima Ayunda. C 0306029. An Analysis of Slogans in the Beverage Products (A Pragmatics Approach). English Department. Faculty of Letters and Fine Arts. Sebelas Maret University.

This study aims at describing the implicature of each slogan on the package of the beverage product, knowing the meaning of the slogan related to the package of the beverage product and knowing the responses of the consumers towards the implicature of the beverage product. This research was motivated by fact that the economic level in making beverage products by the manufacturer increases rapidly since drinking is the main necessity for people. However, the consumers have the right to choose beverage products that they want to buy. For the purpose,

a manufacturer must be able to create an effective, persuasive and interesting package of a product so it can help raising the sales of the product itself. A slogan becomes one of the main elements on a package that has an important role in attracting the consumers. The implicit message of a slogan can influence people to buy. However, in order to make an interesting slogan, a manufacturer often tends to violate the cooperative principles by Grice. This research is beneficial for those who are studying and working in marketing world.

This study is a descriptive qualitative study. The data of this research are the slogans on the package of the beverage products collected from Luwes Swalayan on March 2010. This research employs the total sampling method, and there are 15 slogans on the various packages of beverage products used as the data. The researcher also uses 10 people who are familiar with beverage products used as the secondary source of data. This research used questionnaire as the instrument to know the responses of the consumers of the slogans.

Based on the analysis, it can be concluded that each slogan on the package of various beverage products mostly constitutes the extraordinariness of the products. The manufacturers tend to violate the maxims of cooperative principles in making a slogan on a package of a beverage product. From 15 data, there are only 7 slogans (46,67%) that obey all the maxims of cooperative principles. The rest of the data violate the cooperative principles. The slogans which obey all the maxims of cooperative principles have an explicit relation with the package of the beverage products while the rest of the data (8 data or 53,33%) have an implicit relation.

Based on the questionnaires that were distributed to the consumers, total average mean of comprehension level is 2.70. It indicates that the slogans are easy to understand and can help to attract them to buy the products.

2. Scope of Pragmatics ……………………………10

C. Implicature ………………………………………….13

1. Notion of Implicature …………………………..13

2. Maxims …………………………………………16

D. Context ……………………………………………..19

1. Features of Context …………………………….20

2. Kinds of Context ……………………………….20

E. Product ……………………………………………..22

F. Package …………………………………………….24

1. Functions of Package …………………………..24

2. Materials of Package …………………………...27

G. Slogan ……………………………………………....28

1. Definitions of Slogan …………………………..28

2. Characteristics of Slogan ………………………29

H. Review of Related Study …………………………..30 CHAPTER III

RESEARCH METHODOLOGY ……………………...31

A. Type of Research …………………………………..31

B. Data and Source of Data …………………………...31

C. Sample and Sampling Technique ………………….32

D. Instruments …………………………………………32

E. Technique of Collecting Data ……………………...33

DATA ANALYSIS ……………………………………37

A. Introduction ………………………………………...37

B. Analysis …………………………………………….38

C. Discussion ………………………………………….90 CHAPTER V

CON CLUSION AND RECOMMENDATION ……...100

A. CONCLUSION …………………………………...100

B. RECOMMENDATION ……………………….….102

BIBLIOGRAP HY ………………………………………………………….…..103

APPENDICES

ABSTRACT

2011. English Department. Faculty of Letters and Fine Arts. Sebelas Maret University.

This study aims at describing the implicature of each slogan on the package of the beverage product, knowing the meaning of the slogan related to the package of the beverage product and knowing the responses of the consumers towards the implicature of the beverage product. This research was motivated by fact that the economic level in making beverage products by the manufacturer increases rapidly since drinking is the main necessity for people. However, the consumers have the right to choose beverage products that they want to buy. For the purpose, a manufacturer must be able to create an effective, persuasive and interesting package of a product so it can help raising the sales of the product itself. A slogan becomes one of the main elements on a package that has an important role in attracting the consumers. The implicit message of a slogan can influence people to buy. However, in order to make an interesting slogan, a manufacturer often tends to violate the cooperative principles by Grice. This research is beneficial for those who are studying and working in marketing world. This study is a descriptive qualitative study. The data of this research are the slogans on the package of the beverage products collected from Luwes Swalayan on March 2010. This research employs the total sampling method, and there are 15 slogans on the various packages of beverage products used as the data. The researcher also uses 10 people who are familiar with beverage products used as the secondary source of data. This research used

1 Mahasiswa jurusan sastra inggris dengan NIM C0306029

2 Dosen Pembimbing

principles in making a slogan on a package of a beverage product. From 15 data, there are only 7 slogans (46,67%) that obey all the maxims of cooperative principles. The rest of the data violate the cooperative principles. The slogans which obey all the maxims of cooperative principles have an explicit relation with the package of the beverage products while the rest of the data (8 data or 53,33%) have an implicit relation.Based on the questionnaires that were distributed to the consumers, total average mean of comprehension level is 2.70. It indicates that the slogans are easy to understand and can help to attract them to buy the products.

INTRODUCTION

A. Research Background

Communication is needed by people as social creature. The interaction between a person and a group with the others always uses language as a means of communication. Communication used on all parts of human life aspects such as social, economics, politics, etc. Among the above aspects, economics has the most global problems to discuss because it is related with people‟s everyday life.

Nowadays, the competition of business becomes very hard. The growth of population and modernism has made a new phenomenon of consumers‟ behavior. It makes producers work hard to market of advertise their products. Well-designed advertisement will be useless if the package of the products is not interesting at all. The producers of the products must give more attention to the packaging because it has own role to attract consumers to buy their product besides advertisement of the product itself.

The challenge of the producer is to make consumer catch a package of a product on a shelf of a self selection store then attract him/ her to buy the product.

A producer must arrange and design its package because according to Gaw (1969:

50) „By distinctive design and prominent display of brand name, the package can 50) „By distinctive design and prominent display of brand name, the package can

One thing that usually found on a package is a slogan. It gives information about the product. A slogan plays an important role to attract the consumers. The right slogan will influence the sales of the product itself because it gives clear information about the product which is needed by the consumers. A slogan must also be persuasive and easy to remember.

Pragmatics as a part of linguistics takes the particular position. According to Levinson (1985:21), „Pragmatics is the study of the relation between language

and context that are basic to an account of language understanding.‟ It is a study that explores how a great deal of what is unsaid is recognized as a part of what is communicated.

Concerning with the package of the products, it is very interesting to see how a slogan gives its implicit message to a consumer in order to attract him/her to fulfill the purpose of the producers that is to buy their products. They have to give a strong statement supported by adequate evidence.

Relates with it, the varieties of beverage slogans in the packages of the products are analyzed. Drinking is the basic necessity for human being. They cannot survive to live without it. Today, there are many beverage products that can be found on the shelves of self-service stores so that consumers have difficulties to choose what products they want to buy. In this step, when the Relates with it, the varieties of beverage slogans in the packages of the products are analyzed. Drinking is the basic necessity for human being. They cannot survive to live without it. Today, there are many beverage products that can be found on the shelves of self-service stores so that consumers have difficulties to choose what products they want to buy. In this step, when the

1. UHT Ultra Milk “Low Fat, Hi Calcium”

2. Mizone “Nutritious Isotonic Drink” The examples above show the varieties of the slogans. The slogan comes

from UHT Ultra Milk. The word “Low Fat, Hi Calcium” means that the product contains healthy composition. The taste of milk is delicious and it contains much calcium. It does not contains too much fat. So the consumers believe that the product is safe to consume.

The slogan “Nutritious Isotonic Drink” on the package of Mizone means that the product contains nutritious composition. It makes people fresher after doing some activities. It can change sweat and liquid when we do something.

From the explanation above, it can be said that the implicit message of a slogan will influence people to buy a product. That is why the researcher does this research is entitled “An Analysis of Slogans in the Beverage Products” (A Pragmatics Approach).

B. Research Questions

1. What is the implicature of each slogan on the package of the beverage product?

2. How is the meaning of the slogan related to the package of the beverage product?

C. Research Objectives

The aims of the research are:

1. To describe the implicature of each slogans on the package of the beverage product.

2. To know the meaning of the slogan related to the package of the beverage product.

3. To know the responses of the consumers towards the slogan of the beverage product.

D. Research Benefits

This research will be beneficial to:

1. The Students This research is useful to the students of business schools or business advertising in order to understand the implicature because they can exploit this study to arrange good slogans for the packages of the products or the advertisements of the products.

2. The Lecturers This research can be used as additional sources in teaching the implicature theory. Especially for those who teach business‟ economics or advertisements, in order to compose good and right slogan.

This research can be used as a stimulus to conduct further research related to this research in more details from other point of view.

4. The Producers This research can help the producers to determine the technique in arranging good and right slogan so they can get more profits as much as possible in selling the products.

E. Scope of Research

This research only focuses on the English slogans written on the packages of the beverage products. The data from the result of on the English slogans written on the packages of the beverage products were taken for the analysis.

The English slogans written on the packages of the beverage products analyzed because it is very interesting to see how a slogan gives its implicit message to a consumer in order to attract him to fulfill the aim of the producers that is to buy their products.

The researcher takes the data which are taken from the package of beverage products in Luwes Swalayan.

In brief, the thesis organization has been systematically arranged as follows:

Chapter I : This chapter consists of the Introduction covering Research Background, Research Questions, Research Objectives, Research Benefits, Scope of Research, and Research Organization.

Chapter II : It consists of the Literature Review covering Communication, Pragmatics and Implicature, Context, Product, Package, Slogan, and Review of Related Study.

Chapter III : This chapter deals with the Research Methodology covering Type of Research, Data and Source of Data, Sample and Sampling Technique, Instrument, Technique of Collecting Data, and Technique of Analyzing Data.

Chapter IV : This chapter talks about Analyzing of the Data.

Chapter V : This chapter consists of the Conclusions and Recommendations.

LITERARY REVIEW

A. Communication

1. Definitions of Communication

People in the world communicated to each other by using language. According to Gartside (1986: 1), ‟Communication is the art of sharing or importing a share of anything. In its vital sense it means a sharing of ideas and feelings in a mood of mutual understanding. ‟

Furthermore, Emery (1986: 3) states that „Communication is the art of transmitting information, ideas and attitudes from one person to another. ‟ Gartside (1986: 36) also defines „Communication as who says what in which channel to whom with what effect .‟

From the explanation above, it can be concluded that communication is a process of transmitting information, ideas and attitudes, in which there is a communicator who sends a message to communicants in order to influence other individuals behavior. In communication, both communicator and communicant must have the same interpretation about the message transmitted. So, the communicant can easily know what the message is about and give a response to the message then.

According to Effendy (1990), there are four types of communication:

a. Intrapersonal Communication It is a communication that happens in a person himself. For example, a person who is thinking or talking to himself.

b. Interpersonal Communication It is a communication that happens between a person and the other(s), usually there is an intimated open dialogue.

c. Group Communication It is a communication that purposed for sending a message to a group of people such as in meetings, conferences, briefings, lectures, congresses, etc.

d. Mass Communication It is a communication that happens between a communicator and a large number of communicants by using mass media such as magazine, newspaper, TV, radio, film,etc.

Mass communication has three characteristics, they are (a) it has a communicator, i.e.an institution or an institutionalized person, (b) it has general messages, (c) it uses a means-media-channel for speaking messages.

By mass communication, the communicator may live in a distant place from the communicant and they do not have to have the same interest and attention or level of education, age, gender, social or culture. However, the communicator still expects a certain effect from the communicant although it By mass communication, the communicator may live in a distant place from the communicant and they do not have to have the same interest and attention or level of education, age, gender, social or culture. However, the communicator still expects a certain effect from the communicant although it

B. Pragmatics

In this research, the researcher uses pragmatics theory as the approach to analyze the data. The modern usage of the term pragmatics was firstly pioneered by Charles Morris (1938).

1. Definition of Pragmatics

According to Levinson (1985: 9), „Pragmatics is the study of those relations between language and context that are relevant to the writing of

grammars. Hence, it can be said that Pragmatics should be concerned with principles of language usage and have nothing to do with the description of linguistic structure.‟ According to Leech (1983: 6), „Pragmatics is the study of meaning in relation to speech situation.‟ Mey (1993: 5) also defines „Pragmatics as the science of language seen in relation to its users.‟

„Pragmatics is also the study of the ability of language uses to pair sentences with the contexts in which they would be appropriate‟ (Levinson,1985: 24). Geor ge Yule (1996: 3) also states that „Pragmatics is the study of contextual meaning.‟ According to him, pragmatics concerned with the study of meaning as

communicated by a speaker (or a writer) and interpreted by a listener (or a reader) so that it involves the interpretation of what people mean in a particular context and how the context influences what is said.

of a statement or an utterance, one must consider the relation between the language and its context. In analyzing the data, the writer must give emphasize on the contextual configuration in the relevance to the sign or the language to be meaningful.

2. Scope of Pragmatics

There are some central topics in Pragmatics that must be considered because it has something to do with the analysis of what people mean by their utterances that what the words or phrases in those utterances might mean by them.

Levinson (1985: 27) states that „Pragmatics is the study of deixis, implicature, presuppo sition, speech acts and aspects of discourse structure.‟

In this research, those five aspects will be reviewed to explain pragmatics scope. Since the writer specify on the analysis of implicature, this study will be discussed in the next chapter. The five aspects that can be related to the context are:

a. Deixis Deixis is a technical term (from Greek) for one of the most basic things we

do with utterances. It means „pointing‟ via language (Yule, 1996: 9). It is a term functioning as reference to refer to words, phrases, clauses or sentences mentioned before. In deixis, the expressions have their most basic uses in face-to-face spoken interaction where utterances are easily understood by the people present, but many need a translation for someone who is not right there. Deixis is clearly a form of referring that is tied to the speakers‟ context, with the most basic distinction do with utterances. It means „pointing‟ via language (Yule, 1996: 9). It is a term functioning as reference to refer to words, phrases, clauses or sentences mentioned before. In deixis, the expressions have their most basic uses in face-to-face spoken interaction where utterances are easily understood by the people present, but many need a translation for someone who is not right there. Deixis is clearly a form of referring that is tied to the speakers‟ context, with the most basic distinction

For example, “Listen, I‟m not disagreeing with you but with you, and not about this but about this ” (Levinson, 1985: 55). We do not know who the participants are and where the utterance it occurs and when it is said. Therefore, the deixis of the utterance is meaningful if the context of the utterance is accurately known.

b. Implicature Implicature is a proposition based on the interpretation of the language use

and its context of communication in a bound that the participants can interpret what the implication of a message or utterance from what the speaker literally says.

For example, a teacher‟s utterance of “this class is so quiet!” may implicate that the teacher not only states that he feels that the class is quiet, but more than that he wants the students to be more active during the class.

c. Presupposition According to George Yule (1996: 25), „presupposition is something the

speaker assumes to be the case prior to making an utterance‟ speakers and not the sentences have presupposition. Presupposition of a statement will remain constant even when that statement is negated.

For example, two statements „John‟s car is not red‟ and „John has a car‟ have the similar assumption that john has a car and the color is not red.

Speech act carries some action in an utterance. Austin (in Levinson, 1985: 236) states that „in uttering a sentence, one might be said to be performing actions‟. There are three basic acts in saying utterances, namely: 1) locutionary act, it is the basic act of utterance because it produces a meaningful linguistic expression, 2) illocutionary act, it is performed via the communicative force of an utterance in order to make a statement, an offer, an explanation or other communicative purposes, and 3) perlocutionary act, it is done to have an effect from the utterance.

For example, “I already closed the door but not the windows.” When the context of the utterance is between a mother and her daughter and the setting is in

their house at night, the locutionary act refers to the windows that are still opened, the illocutionary force is requesting the daughter to close the windows, and the perlocutionary effect is persuading, that is making her daughter to close the windows.

e. Discourse Structure Discourse structure or conversation structure relates with the organization of

conversation. Every conversation can be analyzed through conversation analysis because it has structure. For example, turn taking is done when someone respects other people in taking their turns in speaking. There are also adjacency pairs, a fundamental unit of conversational organization, that manages the kind of paired utterances of which a question should be replied by answer, greeting by greeting, or offer by acceptance.

appreciating the context of the utterances, the messages of a speech cannot be interpreted accurately.

C. Implicature

1. Notion of Implicature

Grice firstly proposed the term „implicature‟ in William James lectures at Harvard University in 1967. He states that implicature is „what a speaker can

imply, suggest, or mean as distinct from what the speaker literary says.‟ (in Brown and Yule, 1982: 3) The word „implicature‟ is derived from the verb „to imply‟ which means „to fold something into something else.‟

According to Mey (199 3: 99), „implicature is something which implied in

a conversation that is something left implicit in actual language use.‟ Meanwhile, Gazdar (1979: 38) also states that „an implicature as a proposition that is implied

by the utterance of a sentence in a context even though that proposition is not a part or not an entailment.‟ From the definition above, it can be concluded that

implicature is an implied message that is based on the interpretation of the language use and its context of communication.

Grice (in Levinson, 1985: 126-129) classifies implicature into two kinds, they are:

a. Conventional Implicature It deals with the conventional features of the words employed in the

utterance. „Conventional implicature are non-truth-conditionaal inferences that are utterance. „Conventional implicature are non-truth-conditionaal inferences that are

maxims. Moreover according to George Yule (1996: 45), conventional implicatures‟ do not have to occur in conversation, and they do not depend on

special contexts for their interpretation.‟ He also states that „conventional implicatures are associated with specific words and result in additional conveyed meanings when those words are used.‟ (ibid)

Grice (in Levinson, 1985: 127) provides two examples of conventional implicature, they are the words but and and. The word but has the same truth- conditional (or truth-functional) content as the word and with an additional conventional implicature to do the effect that there is some contrast between the conjunctions.

Conventional implicature, according to Levinson (1985: 128) will be non cancellable because they do not rely on defensible assumptions about the nature of the context; they will be detachable because they depend on the particular linguistics items used (i.e. the substitution and for out you lose the conventional implicature but retain the same truth conditions); they will not be calculated using pragmatic principles and contextual knowledge, but rather be given by convention (i.e. the given truth condition of but can be derived or calculated in no way to contrast between two conjuncts); they may be expected therefore to have a relatively determinate content or meaning and there will be no expectation of a Conventional implicature, according to Levinson (1985: 128) will be non cancellable because they do not rely on defensible assumptions about the nature of the context; they will be detachable because they depend on the particular linguistics items used (i.e. the substitution and for out you lose the conventional implicature but retain the same truth conditions); they will not be calculated using pragmatic principles and contextual knowledge, but rather be given by convention (i.e. the given truth condition of but can be derived or calculated in no way to contrast between two conjuncts); they may be expected therefore to have a relatively determinate content or meaning and there will be no expectation of a

This research will not apply the concept of conventional implicature.

b. Conversational Implicature Conversational implicature is an implicature that emphasized on the basis of

the maxims and context. Brown and Yule (1996: 31) state that conversational implicature „is derived

from a general principle of conversation plus a number of maxims which speakers will normally obey.‟

Grice divides conversational implicature into two parts, namely:

1) Generalized Conventional Implicature It happens when no special background knowledge is required in the context to calculate the additional conveyed meaning. For example, „He died because of AIDS‟ implicates that people who suffer from AIDS disease can make die due to

the disease. This interpretation is derived from a general background assumption.

2) Particularized Conventational Implicature It is an implicature that requires specific contexts. Gunperz (1982: 70) states that „A side from physical setting participants‟ personal background knowledge and their attitudes towards each other, sociocultural assumption concerning role and status relationship as well as social values associated with various components also play an important role.‟

For example, “Mike goes to prison”. The utterance may carry a patricularized conversational implicature if Mike is a criminal who is sent to jail For example, “Mike goes to prison”. The utterance may carry a patricularized conversational implicature if Mike is a criminal who is sent to jail

2. Maxims

Grice‟s theory of implicature is a theory about how people use language, especially how people make a conversation. This theory can be used as a

guideline for the effective and efficient use of language in conversation. In concluding conversation, the participants of the conversation, both of the sender and the receiver want to understand each other and to be understood, so that the purpose of the conversation can be reached. For this reason, the participants must cooperate each other, so that the conversation will be effective and efficient.

Dealing with the case of cooperation, Grice (in Levinson, 1985: 101) introduces principles, as a guideline for the effective and efficient use of language in a conversation to further cooperative ends. The cooperative principles are stated

as follows: “Make your contribution such as its required, at the stage at which it occurs, and by the accepted purpose or direction of the talk exchange in which

you are engaged”. The principle consists of four sub-principles or maxims, namely:

1. The Maxim of Quality Saying the truth is the most important thing in conversation. The

participants must not say what they believe to be false and must not say something that does not have adequate evidence. Grice (in Levinson, 1985: 101) explain that

„Try to make your contribution one that is true; (i) do not say what you believe to

be false, (ii) do not say that for which you lack adequate evidence. There are two important keywords in the explanation above; true that can be

connected with the participants‟ belief and adequate evidence as prove that the contribution is true.

For example, an utterance “Jane has three cars”, implicates “I believe she has three cars and I have adequate evidence about it”. However, the statement above can be anomalous if it implicate “Jane has three cars, but I don‟t believe she has” because it contradicts the standard quality implicature that one believes what

one asserts.

2. The Maxim of Quantity In a conversation, each of the participants must present the message as

informative as is required. On the contrary, they should also give various kinds of information, which are not required. Grice (in Levinson, 1985:101) says, (i) make your contribution as informative as it required for the current purpose of the exchange, (ii) do not make your contribution more informative than is required.

For example, a sentence “The bag is black”, implicates “the bag has no other colors except black” since there is no further information about other colors the bag may contain.

3. The Maxim of Relevance Grice (in Levinson, 1985: 102) says „Make your contribution relevant.‟ It

means that each of the participants must say something that is relevant to the subject of the conversation. The participants of the conversation will find means that each of the participants must say something that is relevant to the subject of the conversation. The participants of the conversation will find

The example of this maxim appears in the following conversation:

X : When did you sleep last night? Y : Right after Spiderman 3 finished

It is only the basis of assuming the relevance of Y‟s response that X can understand it as providing a partial answer to his question. Y‟s answer can be

assumed that he is not in a position to provide full information. However, when X thinks about the time when Spiderman 3 finished, it might provide him with the means of deriving a partial answer. X may infer that Y intends to convey that the time is at least after a TV‟s movie namely Spiderman 3 normally finished.

4. The Maxim of Manner In conversation, each of the participants must say something orderly and

briefly. It means that they must avoid saying something that can cause ambiguities and obscurities. Grice (Levinson, 1985: 102) says „Be perspicuous, and

specifically: (i) avoid obscurity, (ii) avoid ambiguity, (iii) be brief, (iv) be orderly.‟

The example of the fourth sub-maxim can be seen in the following sentence, „Do the work and collect on my desk‟ will have a different meaning from „collect in my desk and do the work‟. Both sentences have different conveyed messages.

The context must be paid attention to understand or interpret meaning of utterance or sentence. If the context is neglected, misinterpretation about the meaning of the utterance will happen. According to Edward T. Hall (in Parera,

1991: 120) „information taken out of context is meaningless and cannot reliably interpreted‟. Levinson (1985: 24) also states that context is needed in Pragmatics because „Pragmatics is the study of ability of language users to pair sentences with cont ext in which they would be appropriate‟.

According to Leech (1983: 24) context deals with relevant aspects of the physical or social settings of an utterance. He also considers context to be any background knowledge assumed to be shared by the speaker and the hearer and

which contributes to hearer‟s interpretation of what the speaker means by a given utterance.

Meanwhile, Parera (1991: 120) states that the context is a situation formed by setting, activity, and relation. The interaction between these three components will form context.

In order to understand or interpret a sentence or utterance, context becomes the most important thing because the meaning of the utterance will be different if the content is also different. The same utterance said in different

context will produce different meanings. For example, the meaning of a woman‟s utterance „I hate him‟ to his friends when the woman found out that her boyfriend was cheating on her by dating another woman will be different if the same context will produce different meanings. For example, the meaning of a woman‟s utterance „I hate him‟ to his friends when the woman found out that her boyfriend was cheating on her by dating another woman will be different if the same

1. Features of Context

In order to create a context, one must fulfill some criteria features of context. Parera (1987) explains that the features of context are setting, activity and relation. Setting is the time and place where the situation happens. It covers: (i) material components around the language interactions, (ii) place, i.e. where the communication takes place, and (iii) time, i.e. time sequence in language interactions. Activity is all behavior happening in linguistic interaction. It covers the activity of the linguistic interaction itself, non-verbal interaction, and also reaction, perception, and feeling of the communicator and the communicant. Relation is the relation among the participants. The relation can be determined by sex, age, social status, etc.

The context of an advertisement has an important role for someone who wants to interpret a slogan. It can limit the range of possible interpretation and support the intended interpretation (Hymes in Brown and Yule, 1985). A slogan must have an interaction among the three components, namely: setting, activity, and relation, because the interpretation of a slogan is also based on those three components.

2. Kinds of Context

According to Imam Syafi‟ie in Hasan Lubis (1993), there are four kinds of context, namely: According to Imam Syafi‟ie in Hasan Lubis (1993), there are four kinds of context, namely:

b. Linguistic Context includes sentences or speeches that precede in sentence or certain speech in communication.

c. Social Context is social relation between the communicators and the communicants.

d. Epistemic Context is the same concept of the message between the communicators and the communicants. In order to make good communication between the communicator and the communicant, the above contexts depend on each other. First, the linguistic context must be known by the communicant to understand the meaning of the slogan. He also has to understand the physical context to know who the participants are, where and when the communication event happens, and what the topic is. The social context is important to be known because it is about the relation between the communicator and the communicant is fulfilled in the epistemic context.

A consumer will know the meaning of a slogan in a package of a product

if he knows who the producer is and what the content is. The context of a package of a product has an important role to the consumer who wants to interpret a slogan since it can limit the range of possible interpretation.

Sean Brierly in his book „The Advertising Handbook‟ (1995: 41) explains that product is the one of the four Ps components in the marketing mix

that are identified by marketers for years. The Ps are: 1) Price (of the brand), 2) Product (including service, packaging, brand name and design), 3) Place (distribution) and 4) Promotion (including advertising, public relations, personal selling, gifts, exhibitions, conferences and sales promotion).

Meanwhile, according to Oxford Learner‟s Pocket Dictionary (1991), product is „something produced‟. It means that product is a result of a production

by its producer. Nowadays, products are found not only in terms of economic but also in almost all human‟s aspects of life. It happens because many products are

made to fulfill the demands of people from different backgrounds. According to Gaw (1969: 61-63), there are several devices that may be used to identify a product. They are:

1. Trademark and Brand Name

A trademark is pictorial device; symbol or word that identifies the origin of

a product and under law may perform no other function than that of identification. That is why the creator of trademark, whether it will be a name, a design, or a picture, should not resemble another existing trademark in meaning, appearance, or a sound. In this usage, trademark and brand name become synonymous. However, the brand name must do more than identify. It is simply one variety of trademarks. It is a word that is usually used by a multiproduct manufacturer to identify one particular product or line of products.

manufacturer applies to his entire output. A brand name as such has no separate legal status. It is a trademark that falls into a separate category only in marketing

terminology. Sometimes in marketing, the terms „trademark‟ is used in a restricted sense to mean a pictorial device or symbol as it distinguished from a word. Then

the expression of the brand name is applied to the „word‟ marks.

2. Trade Name

A trade name identifies the business; a trademark identifies the product. The same word or name may be used as the principal component in the corporate title of a business and also on the products of that business. The identical word uses as the trade name is also the trademark. In some cases, the trade name is emphasized on the packages to establish more strongly a familiar identity among many products marketed by the same firm.

3. Trade Character

A trade character is a picture of a person or of an animal. It is often, but not necessarily, a caricature. It may or may not be the same picture as the trademark. The trade character identifies a product or a business, but it also employed to obtain attention and sustain interest in advertising.

4. Package and Slogans The package is most important thing of the product. It is an identification

device but it can be strong factor in product recognition and identification.

identifiers of the product. The discussion about package and slogan will be explained in the next sub chapter.

F. Package

Gustav L. Nordstorm (in Gaw, 196 1:83) states that „Packaging today is advertising. It is being recognized by inclusion in the advertising and sales budges of manufactures who once considered packaging costs exclusively a part of production.‟

Today, the package of the product has many improvements. The modern world with its growing population have made people‟s demands are increasing,

not only in quantities, but also in qualities. So, it also influences competition on producing the best products or services for consumers. The package offer

becomes the main factor in this competition. Gaw (1961: 81) states „this, perhaps, is especially true in self- service stores where the package has assumed a role of

self- merchandiser of the product and where it must identify favorite brands to old users and include non- users to try its contents for the first time.‟

1. Functions of Package

Gaw (1961: 83-91) divides the functions of package into four, namely:

a. Containers The package is, and must be, first and always, a container for the product. It

functions to hold and protect the product. The distribution from the producer to the consumer by using any transportation can damage the product so in order to functions to hold and protect the product. The distribution from the producer to the consumer by using any transportation can damage the product so in order to

b. Dispenser Every package must be a dispenser of its contents and many packages

dispense their products over a more or less extended period use. The package that is satisfactory of its product can be the factor in obtaining new sales and in building brand loyalty. It will also help the manufacturer to give its products a right differentiation among other brands.

c. Premium

A package can be called as premium if it can give the buyer of the product an extra value. In addition, a premium package may be employed in a number of ways to promote sales, such as:

1) Seasonal promotion It is kind of promotion that to sell product by giving the package according to season. For example, during Christmas season, product is usually wrapped in a colorful package that matches with the colors of Christmas as a gift to friends or relatives. The function is not only to give the present itself but also to bring happiness by the seeing the package.

It is kind of promotion that will give beneficial use of the package after the real product is already consumed. For example, a candy‟s box can be used as a place to hold sewing equipment.

3) Secondary use package-sets promotion It is kind of promotion that makes the package as collection of stuffs or assets. Usually, women and children love this kind of promotion. For example, customers, especially children, will collect a set of package from their similar toys that are wrapped in similar boxes but have a different color. This will increase the sales of the product.

4) Use of shipping cartons It is kind of promotion that uses shipping cartons package as the material to make other products so that the package will not be wasted. For example, a shipping carton used to make toys for children.

d. Identifier and attention-getter The package, by means of configuration, color, design, and copy, identifies

the product and brand. With the increase of self-service retail selling, quick and easy identification of brands has become absolutely essential to effective selling.

In a short, a package cannot be separated from the product since the package function as a means to attract the consumer even though he has no intention to buy it.

Generally, the materials of package can be divided into two kinds that depend on its use, namely the outside package or the transit package and the

consumer‟s package or the selling package. The outside package is used in the distribution in order to protect the

product during the transit from the manufacturer to the consumer. Meanwhile, the consumer‟s package is used to wrap the product in one unit that can be bought by

the consumer in retail store. According to K.A Buckle (in Heri Purnomo, 1985: 182-183), the main groups of the package materials are:

1. Metal cans or a package from material

2. Bottles and stopper glass jar

3. Plastics whether it is stiff or not

4. Tubes made from metal or plastic that still resist even though it is dropped

5. Boxes made from thick paper or stiff carton

6. Package made from various shape of paper bulb

7. Flexible package made from paper, paper board, thin plastic, foils, envelop, sachet, etc.

Meanwhile, the material of package that is used in drinking products is:

1. Metal such as aluminum, tin slab, steel tin free

2. Glass

3. Plastic in all kinds; thin plastic, plastic laminated with other plastics, paper or aluminum

5. Layer from one or more of the above materials. Usually, a manufacturer or a brand name has its own material or shape of

its product‟s package that has been used for a long period of time as the identifier for its old customer. It is because a manufacturer will want to establish though its

package a means of quick and easy brand recognition to all consumers. However, frequent change of a package should be avoided since any plan to change it will make the manufacturer consider the cost and new designs that finally will effect to the sales of the product.

G. Slogan

1. Definition of Slogan

A slogan according to Taylor (1965) is „… any watchword an expression

used to draw attention and to identify as the firm has slogan.‟ Meanwhile Liliweri (1992) states that slogan is a brief and solid phrase or sentence used as a reminder

of a product and it can bind people‟s emotion. In American, Heritage Dictionary of The English Language (1981), slogan is „… the catchwords of motto of a