IMPLIKATUR PADA IKLAN LAYANAN MASYARAKAT

Penulis

  • I A Putu Nikke Widhi Ariani .
  • Drs. I Wayan Rasna,M.Pd .
  • Ni Made Rai Wisudariani, S.Pd. .

DOI:

https://doi.org/10.23887/jjpbs.v4i2.7867

Abstrak

Penelitian ini bertujuan mendeskripsikan (1) jenis implikatur pada Iklan Layanan Masyarakat di televisi (MNCTV, TransTV, Trans7, TV One, SCTV, Net TV, TVRI, dan Metro TV) dan (2) implikasi pragmatis percakapan/pernyataan pada Iklan Layanan Masyarakat di televisi (MNCTV, TransTV, Trans7, TV One, SCTV, Net TV, TVRI, dan Metro TV). Untuk mencapai tujuan tersebut, peneliti menggunakan rancangan deskriptif kualitatif. Subjek penelitian ini adalah percakapan/pernyataan pada iklan layanan masyarakat yang disiarkan di televisi (MNCTV, TransTV, Trans7, TV One, SCTV, Net TV, TVRI, dan Metro TV) bulan November 2015-April 2016. Pengumpulan data penelitian ini menggunakan metode dokumentasi. Data dianalisis menggunakan teknik deskriptif dengan menggunakan prosedur (1) reduksi data, (2) penyajian data, dan (3) penarikan simpilan/verifikasi. Hasil penelitian ini menunjukkan bahwa (1) iklan layanan masyarakat di televisi mengandung implikatur konvensional dan implikatur percakapan. Dari 14 iklan layanan masyarakat, muncul jenis implikatur konvensional sebanyak 42,1% (8 percakapan/pernyataan) dan implikatur percakapan sebanyak 57,9% (11 percakapan/ pernyataan). (2) Implikasi pragmatis yang muncul dalam percakapan/pernyataan pada iklan layanan masyarakat dikelompokkan menjadi 7, yaitu implikasi meminta, memberi tahu, mengimbau, menginformasikan, mengingatkan, menyarankan, dan menyindir. Hal ini membuktikan bahwa teori implikatur Grice bersifat universal dan masih relevan. Dalam menafsirkan maksud suatu implikatur, hendaknya mengaitkan dengan konteks yang melingkupinya.
Kata Kunci : iklan layanan masarakat, implikatur, teori Grice

This research aimed to describe (1) types of implicature at public service advertisement on TV (MNCTV, TransTV, Trans7, TV One, SCTV, Net TV, TVRI, and Metro TV) and (2) pragmatic implications statement/conversation at public service advertisement on TV (MNCTV, TransTV, Trans7, TV One, SCTV, Net TV, TVRI, and Metro TV). This research used descriptive qualitative design. Subject of this research is statement/conversation at public service advertisement on TV (MNCTV, TransTV, Trans7, TV One, SCTV, Net TV, TVRI, and Metro TV) on November 2015 – April 2016. Data collection of this research is by documenting. Data analysis of this research used descriptive technique with procedure (1) data reduction, (2) data presentation, and (3) concluding/verification. Result showed that (1) public service advertisement on TV contains conventional and conversational implicature. From 14 public service advertisements, it shows 42,1% (8 conversations/ statements) at conventional implicature and 57,9% (11 conversations/statements) on conversational implicature. (2) There are 7 types of pragmatic implications shown in conversations/statements at public service advertisement; those are implication of asking, telling, appealing, informing, reminding, suggesting, and quipping. This proved that Grice’s theory of implication was universal and still relevant. It should link with context surrounding in interpreting intent of implication.
keyword : public service advertisement, implication, and Grice’s theory

Diterbitkan

2016-07-26

Terbitan

Vol 4 No 2 (2016)

Bagian

Articles

Lisensi

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