A PRAGMATIC ANALYSIS OF THE ADVERTISING LANGUAGE IN THE BILLBOARD ADVERTISEMENTS

Abstract

Penelitian deskriptif kualitatif ini bertujuan untuk menjelaskan bagaimana prinsip pragmatik digunakan pada bahasa periklanan dari iklan yang terpasang di billboard sekitaran kota Singaraja. Peneliti adalah instrumen kunci pada penelitian ini sebagai pengumpul data melalui teknik dokumentasi dan interview tak terikat. Ada 8 iklan yang dianalisis berdasarkan maxim kerja sama Grice dan maxim kesopanan Leech. Hasil penelitian menunjukkan bahwa sebagian besar bahasa iklan yang dianalisis mematuhi maxim Quantity, Relevance dan Manner. Sementara itu, maxim yang sering dilanggar adalah maxim Quality. Mengenai analisis terhadap maxim kesopanan Leech, didapat bahwa maxim Tact dan Sympathy sangat sering diimplementasikan pada bahasa periklanan dari iklan yang terpasang di billboard sekitaran kota Singaraja.
Kata Kunci : maxim kerja sama Grice, maxim kesopanan Leech dan bahasa periklanan

The purpose of this qualitative research was to explain how pragmatic princples employed in the advertising language of billboard advertisement found around Singaraja city. The researcher was the key instrument in this study that collected the data by the technique of documentation and free interview. There were 8 advertisements analyzed on the basis of Grice’s Cooperative Principle maxims and Leech’s Politeness Principle Maxims. The findings showed that in terms of Grice’s maxims, most of the advertising language observed Quantity, Relevance and Manner maxim. Meanwhile, Quality maxim was mostly flouted. Regarding to Leech’s maxims, it was found that Tact and Sympathy maxim were the two maxims mostly implemented in the advertising language of billboard advertisement found around Singaraja city.
keyword : Grice’s Cooperative Principle maxims, Leech’s Politeness Principle maxims and advertising language