THE APPLICATION OF REFERENCE AND IMPLICATURE THEORY IN FOOD AND BEVERAGE ADVERTISEMENT TAGLINES BY COIN S HOTEL S EMPLOYEES

Transcription

1 THE APPLICATION OF REFERENCE AND IMPLICATURE THEORY IN FOOD AND BEVERAGE ADVERTISEMENT TAGLINES BY COIN S HOTEL S EMPLOYEES Ericson Binus University, Jalan Kebun Jeruk Raya No.27 Jakarta, , ericson.vitalis@yahoo.com Inneke Indra Dewi ABSTRACT Language-used advertisements have already become a great communicative persuasion that is unique to be explored. Through the study of linguistics, this phenomenon is observed to be explored. This study aims to know how Reference and Implicature Theory are applied in Food and Beverage advertising taglines, secondly, to know whether the participants understand the Reference in the Food and Beverage advertising taglines, and the last one, to find out whether the participants can interpret the Food and Beverage advertising taglines based on Implicature Theory. The writer used qualitative and quantitative methods in doing observation by giving several questions to the participants, who are the employees of Coin s Hotel, Food and Beverage Department, to know their perception toward the materials used which are thirty Food and Beverage advertising taglines. Based on the result data, this study answers the problem and proves that the theory of Reference and Implicature are applied in all the advertising taglines. In addition the participants can understand the application of referring expression and the participants also can interpret the message in each tagline based on the theory Implicature perfectly. Keywords: Advertising, Tagline, Perception, Reference, Implicature ABSTRAK Bahasa yang digunakan dalam iklan telah menjadi bahasa komunikasi rayuan yang berpengaruh dan cukup unik untuk diselidiki. Melalui bidang studi Lingustik, phenomena ini dipelajari dan diselidiki. Penelitian ini bertujuan untuk mengetahui bagaimana teori Reference dan Implikatur diapplikasikan dalam tagline iklan makanan dan minuman, selanjutnya untuk mengetahui apakah partisipan yang membaca tagline iklan tersebut mengerti penerapan teori Reference dan yang terakhir yaitu untuk mengetahui apakah mereka dapat menginterpretasikan

2 tagline iklan tersebut berdasarkan pendekatan teori Implikatur. Penelitian ini menggunakan metode qualitatif dan quantitative dengan memberikan pertanyaan kepada karyawan Coin s Hotel, Divisi Makanan dan Minuman, untuk mengetahui persepsi mereka terhadap objek penelitinan yaitu tigapuluh tagline iklan yang mereka baca. Berdasarkan hasil data, penelitian ini menjawab dan membuktikan adanya penerapan teori Reference dan Implikatur di tagline iklan dan partisipan mengerti adanya penerapan referring expression serta mereka dapat menginterpretasikan pesan yang tersirat di setiap tagline iklan tersebut. Kata kunci: iklan, tagline, persepsi, reference, implikatur Introduction Advertisement has already been one of the most important points in developing companies commercial activity. Within Marketing Department this key is developed, advertised, and analyzed in order to achieve the goal which is expected by one company. In English printed advertisement, which will be advertised, it cannot be refused that language (linguistic) holds the important part besides other several elements such as illustration, color, layout, type of font, etc. In one advertisement there is a unique phrase which is called tagline or slogan. In a glance, this sometimes does not directly explain about the product offered but it gives great impact to the consumers. The advertisement through its tagline can make the people be persuaded. Schrank, J (2010) argues the advertisement is believed can work below the level of conscious awareness and it works even on those who claim immunity to its message (The language of Advertising Claims. Retrieved from Normally, in one conversation the speaker should deliver the message to the hearer so the hearer can understand what the speaker said. In advertisement, the speaker can be represented by the copywriter who is the creator of the language including the tag line and the hearer is the people who read the language. To make the message can be received by the people they must fulfill the requirement of cooperative principle; being relevant, clear and not ambiguous, enough information given, and being truthful. For this reason, this study tries to explore the relation of advertising and the element of linguistic which pragmatic focuses on Reference and Implicature Theory. Reference as an act in which a speaker, or writer uses linguistic forms to enable a listener, or reader, to identify something (Yule 2008, p 17). This study, the writer will explore an act of intention of language in ads and examine how every language chosen can be the best way to communicate the idea which will be conveyed. Using languages well mean using it appropriately to communicate, taking into consideration the various ways it will be perceived by the receiver. By exploring and understanding the aspect of linguistic and using it appropriately will help to make a great advertisement which is attractive, communicative, timeless, and trendy. To support this research, the writer found that there are two similar studies which use Implicature Theory in their analysis. The first was conducted by Sistova His unpublished thesis is entitled Conversational Implicature on Peanuts Comic Strips Based on Grice s Maxim Theory, he concentrated on finding out the implied meaning in the conversation of Charlie Brown with Lucy Van Pelt and Lucy van Pelt with Linus van Pelt and the reason behind the use of implied meaning in the dialogues. The second research was conducted by Sian in Her unpublished thesis is entitled "Conversational Implicature: A Study of Garfield's Comic-Strips", concentrating on finding answers to two issues: first, to which the categories the utterances can be classified according to speech act; and second, what kind of flouts the examples of utterances can be noted. Though the objects in both studies are different but the aim of these studies is to know the application of the theory of Implicature that is required to make the communication among (or between) the participants become successful. There are three problems that will be raised in this study and will be analyzed then discussed in this thesis. 1. Firstly, how are Reference and Implicature Theory applied in Food and Beverage advertising taglines? 2. Second, do the participants understand the Reference in the Food and Beverage advertising taglines?

3 3. The last one, can the participants interpret the Food and Beverage advertising taglines based on Implicature Theory? Research Method Most of this study will use survey research method, though the writer still uses quantitative research method. Why this study uses more dominants qualitative research because this study will not concern in outcomes, instead of the process starting from how to collect data (library research), doing an observation, getting involved in participants, and finally doing analysis and discussion to obtain conclusion. In spite of the qualitative research, this study uses quantitative research only for finding out the participants perception about their experiences in responding the fifty advertising tagline based on the questions given. All of the results of quantitative research are only for supporting the qualitative research to get conclusion. While the technique of collecting data, the writer uses the questionnaire in which in each question is provided by the choice of answers which are (1) for the statement of disagree, (2) for statement of neither disagree nor agree, and (3) for statement of agree for the theory Reference questioner and (Yes) or (No) or (Confusing) questionnaire for the theory Implicature. Afterwards, the technique of analysis used is descriptive analysis. The function of this technique is to give general image in finding out the characteristic data especially the perception of participants toward the advertising taglines in Food and Beverage product advertisement whether it is fit or not to the application theories of Referential and Implicature. Research Report This study purposes to analyze the application of Reference and Implicature Theory through Coin s Hotel employees attitude toward thirty Taglines in food and beverage advertisements which are read by them. The materials which are going to be used in this analysis are thirty Food and Beverage advertising taglines. Some of those advertising taglines are taken from the internet and the rest from the packaging of the product. The reason of choosing the material is because the Food and Beverage product is the important thing which is needed by people, in all social status, to fulfill their basic needs (physical hunger) or even their desire because of their emotional hunger. Relating to this study, the adverting tagline used in Food and Beverage advertisement product is assumed to have great communicative way to introduce and persuade people. Besides the materials which are Food and Beverage advertising taglines, this study will also use fifty participants who are the employees of Food and Beverage Department Coin s Hotel & Karaoke. The reason of choosing the participants is to get maximum supported data toward the advertising taglines because the employees are quite familiar with the advertising taglines. The use of participants does not have special aims to know how great the impact of the advertising taglines persuades them but only to get maximum understanding to the advertising tagline. There are two instruments which are going to be used in this study. The first is the questionnaire to know the perception of the reader to the advertising tagline regarding to the application of the theory Reference. The question given is Sport is what you make it do you agree that one or even more of the word or phrase in this tagline refer to certain things which evoke your memory to the image of the product for example POWERADE SPORT DRINK? In answering the questions, the participants are only allowed to answer with grades Agree, Between, and Disagre. In the analysis the answer of Agree will be represented by symbol 3, Between will be represented by symbol 2 and Disagree will be represented by symbol 1. The reason using this technique is to know the most answer of the participants whether they understand the application of Reference Theory in the advertising taglines. Another instrument is the questionnaire to know whether the participants can interpret the advertising taglines based on theory Implicature or not. According to cooperative principle, in talking to someone, the speaker made an assumption that the hearer can cooperate and know what the speaker is talking about. Therefore, for successful communication, cooperative principles namely: being relevant, clear and not ambiguous and being truthful are required. In this case, there are four kinds of sub-principles of cooperative principle which is called Maxim. In this way of collecting data, the writer is going to use the question based on the principles required in the theory. In each advertising tagline there are four questions that represent four Maxims and these questions will be given to

4 the fifty employees of Coin s Hotel. The aim of this question is to know that the implication implied by the copywriter is received by the readers or not through their contribution in interpreting the message implied by the copywriter. Here are the questions relating to each maxim as followed below. 1. Maxim Quantity The question is Do you understand (the advertising tagline), or not, or confusing? 2. Maxim Quality The question is Is it (the advertising tagline s context) true or not, or confusing? 3. Maxim Relation The question is Is it (the advertising tagline) relate to product or not, or confusing? 4. Maxim Manner The question is Is it (the advertising tagline) clear or not, or confusing? After doing the questionnaire, the result data is going to be analyzed by counting the answer of the participants. In the first questionnaire, if the most participant answer Agree (3) means they understand that the advertising taglines use referring expression, if the most participants answer Between (2) means they are not sure that the advertising taglines use referring expression and if the most participants answer Disagree (1) means they do not understand that the advertising taglines use referring expression. The second questionnaire aims to reveal whether the conversation between the copywriter and the reader success or not through the advertising taglines based on the Implicature theory approach. In this case, each question given has purpose to know whether the reader can interpret what the copywriter implies based on the principle required in each Maxim, below are the example; The question Do you understand (the advertising tagline) or not, or confused? aims to know whether reader can understand the tagline or not. If the participant answers yes or no, it means the cooperative principle success because the participant can interpret what the copywriter implies. In contrast, if the answer confusing, it means that the cooperative principle failed because the participant cannot interpret what the copywriter implies. The writer is using this idea because in the point of view Maxim Quantity the participant should make contribution as informative as is required (for the current purposes of the exchange). In this case, if the participant understands about the tagline means so the participant must answer yes or no otherwise answer confusing. The question Is it (the advertising tagline s context) true or not, or confusing? aims to know that the context of tagline can be trusted relate to the message of the explanation about the product (such as function, taste, and etc.). If the participant answers yes or no, it means the cooperative principle success because the participant can interpret what the copywriter implies. In contrast, if the answer confusing, it means that the cooperative principle failed because the participant cannot interpret what the copywriter implies. The writer uses this idea because in the point of view Maxim Quality, the participant should try to make his or her contribution one that is true. In this case, if the participant interprets about the tagline is true or even not so the participant must answer yes or no and otherwise answer confusing. The question Is it (the advertising tagline) relate to product or not, or confusing? aims to know that the context of tagline has relation to the product itself or not. If the participant answers yes or no, it means the cooperative principle success because the participant can interpret what the copywriter implies. In contrast, if the answer confusing, it means that the cooperative principle failed because the participant cannot interpret what the copywriter implies. The writer uses this idea because in the point of view Maxim Relation, the participant should be relevant (do not say things that out of the context) in giving contribution. In this case, if the participant interprets that the tagline has relation to the product or not so the respondent must answer yes or no and otherwise answer confusing. The question Is it (the advertising tagline) clear or not, or confusing? aims to know that the context of tagline clear or not. If the participant answers yes or no, it means the cooperative principle success because the participant can interpret what the copywriter implies. In contrast, if the answer confusing, it means that the cooperative principle failed because the participant cannot interpret what the copywriter implies or the context of the tagline ambiguous, obscure, too long, or too short. The writer uses this idea because in the point of view Maxim Manner, the participant should give contribution as clear as the context of the tagline. In this case, if the participant interprets that the tagline delivers its message clearly so the participant must answer yes or no and otherwise answer confusing.

5 Analysis of the Application Theory Reference and Implicature The application of theory reference Reference theory is believed showing the way how the speaker or writer uses the linguistic form to enable a listener or writer to identify something. The simple one, reference is an attention on acts of referring to things in the world (Akmajian, Demers, Farmer, and Harnish, 1998, p. 385). The speaker or writer in saying, he or she uses referring expression which refers to entity in this world. There are three kinds of referring expression which can be proper noun, indefinite, or pronoun. In the most advertisement s language are words used as a referring expression created by the copywriter. Below is the example of an advertising tagline which uses referring expression; Stop me and buy me (Wall s Ice Cream) Who is actually the word me in this tagline? The speaker or writer who says this phrase? The answer is no, the word me refer to the product Wall s Ice Cream. The fact says that since around 10 years ago or even more, the company of this product sold through salesman the Ice Cream door to door using kind of bicycle with cool box. Through the that tagline the copywriter wants to create and build the image that Wall s Ice Cream is different to the other Ice Cream product because the company use different strategy in selling. So that the word me is a referring expression which is classified as indefinite referring expression. Moreover, in Reference theory there are Referential and Attributive Use. In the case above about the tagline of Wall s Ice Cream is classified to as Referential because the referring expression me is directly refers to the Wall s Ice Cream products. The entity of Wall s Ice Cream exists in this world. The object studies are going to be used are thirty advertising tagline of food and beverage products which consist of referring expression either it is noun or noun phrase, proper noun, definite, indefinite, or pronoun, Referential or Attributive Use. Table 1. The Summary of Application Theory Reference in the Tagline No Brand Tagline Referential Attributive Use 1 Powerade Sport Sport is what you make it Sport what you make it Drink 2 Gatorade Life s a sport. Drink it up life it (pronoun) 3 Evian Spring Approved by your body as source of youth source of youth 4 You C 1000 Healthy inside fresh outside healthy inside fresh outside 5 Jiguja The natural detox drink the natural detox drink (definite) 6 HDO Balanced Balanced life is started from balanced water balanced water (definite) balanced life 7 Coca Cola Always Coca-Cola coca cola (definite)

6 8 Fanta Music in your mouth, blows fanta 9 Pepsi Cola Be young, have fun, drink Pepsi music be young have fun 10 Red Bull Red bull gives you wings wings 11 Red Bull Vitalizes body and mind body mind 12 Kratingdaeng The real energy drink the real energy drink (definite) 13 7-Up Don t you feel good about 7- up you 7-up (definite) 14 7-Up The un-cola the un-cola (definite) 15 Lipton Tea Lipton s gets into more hot water than anything hot water 16 Dairy Queen Eat, drink, and be marry eat, drink, and be marry 17 Pizza Hut Eat and laugh and share eat and laugh and share 18 Kentucky Fried Chicken Life tastes better with KFC life 19 A&W Root Beer Where the food s as good as the root beer the food (definite) the root beer (definite) 20 McDonnald s I m Lovin it it (pronoun) 21 Tim Tam There is no substitute for quality quality 22 Kit Kat Have a break, have a kit kat break 23 Chitato Life is never flat life 24 Popcorn Popcorn really satisfies popcorn (definite) 25 Twister You can t resist the twist you the twist (definite) 26 Pringles Potato Chips Once you pop the fun doesn t stop the fun (definite) 27 Lay s Potato Chip Get your smile smile smile 28 Cheetos It ain t easy bein cheesy bein cheesy 29 M&Ms Melts in your mouth not in your hands mouth hand 30 Mentos Mentos the freshmaker mentos (definite) the freshmaker (definite)

7 The application of theory implicature Theory of Implicature is study that learns about what the speaker implies to the listener through he or she utterance. The word of implicature is derived from the verb to imply according to Mey (2001,p.45). In saying speaker usually asks the listener to work out in order to make the conversation become successful though the speaker imply something more than what is said. There are two kinds of Implicature which are Conversational Implicature and Conventional Implicature. Conversational Implicature happens in the conversation in which the speaker implies something more than what is said and the listener have to interpret what the speaker implies. In contrast, the Conventional Implicature is something that is generally already known. In Conversational Implicature the speaker and the listener should be corporate, and this condition they must fulfill the requirement of cooperative principle; being relevant, clear and not ambiguous, enough information given, and being truthful as described in the Maxims. In this part the writer is going to analyze and find out whether there is an application of theory Implicature into advertising tagline or not. In identifying and understanding advertisements is easy, however it is much less easy to say how it is done. The copywriter must give concise messages through the tagline but don not give false promises or never exaggerate. Based on the theory Implicature, the copywriter must create the tagline which is must be fulfill the requirement of cooperative principle in order to get same response from the viewer. Table 2. The Implication in each Tagline Based on the Closed Reading Analysis No Brand Tagline Implicature 1 Powerade Sport Drink Sport is what you make it People doing sport if only they chosen and consumed the correct drink which is Powerade Sport Drink Converational Implicature Conventional Implicature 2 Gatorade Life s a sport. Drink it up Life is full activity so drink Gatorade 3 Evian Spring Approved by your body as source of youth Evian spring water is good for your body health so that you can always stay young 4 You C 1000 Healthy inside fresh outside Kratingdaeng is good for your healthy body and make your body fresh 5 Jiguja The natural detox drink Jiguja is the natural detox drink that can detox the poison inside your body 6 HDO Balanced Balanced life is started from balanced water To be healthy you should drink HOD balanced water 7 Coca Cola Always Coca-Cola Always drink Coca Cola 8 Fanta Music in your mouth, blows fanta The taste of Fanta inside your mouth will make you be fun

8 9 Pepsi Cola Be young, have fun, drink Pepsi 10 Red Bull Red bull gives you wings 11 Red Bull Vitalizes body and mind Drink Pepsi Cola to feel fun and be young. Drink Red Bull and you will get extra energy to do more. Red Bull will vitalize your body and mind 12 Kratingda eng The real energy drink Kratingdaeng is the real energy drink 13 7-Up Don t you feel good about 7-up 7-up tastes good and makes you feel good 14 7-Up The un-cola It is not Cola 15 Lipton Tea Lipton s gets into more hot water than anything Lipton Tea is the tasty hot drink. 16 Dairy Queen Eat, drink, and be marry Enjoy the food, drink and life at Dairy Queen because life is short 17 Pizza Hut Eat and laugh and share Pizza Hut does not only provide good pizza but also you can enjoy your life together with your friend 18 Kentucky Fried Chicken Life tastes better with KFC Your life will be better if you eat KFC products. 19 A&W Root Beer Where the food s as good as the root beer Both of food and the root are the best 20 McDonnal d s I m Lovin it Everybody is loving Mcdonnald's 21 Tim Tam There is no substitute for quality 22 Kit Kat Have a break, have a kit kat There is no other chocolate wafer can replace Tim Tam's quality taste Kit Kat will be your best chocolate wafer in your free time 23 Chitato Life is never flat Chitato has great taste of chip that can make your life colorful 24 Popcorn Popcorn really satisfies 25 Twister You can t resist the twist eating Popcorn will really satisfies you The taste of Twister make you cannot resist it to eat more and more 26 Pringles Potato Chips Once you pop the fun doesn t stop once you eat Pringles then you will be addicted of its taste 27 Lay s Potato Chip Get your smile The taste of Lay's is good that will make you smile 28 Cheetos It ain t easy bein Cheetos is made hard with accuracy

9 cheesy in taste become the cheesy snack 29 M&Ms Melts in your mouth not in your hands 30 Mentos Mentos the freshmaker M&Ms choco chip don't melt in you hands but taste delicious Menthos will make you look fresh Questionnaire Result of the Application Theory Reference This part of the study is going to analyze the result data of the questioners that have been got from participants who are fifty employees of Coin s Hotel, F&B department. The reason of choosing them is because they quite often involve with many imported and local food and beverage. It means that they have known the product chosen in this study and can give maximal contribution to this analysis. Generally, the result data said that most of them answered they agreed. Below is the analysis one by one of the tagline according to perception of the participants and the writer assumption. Table 3. The Result Data of Questionnaire Theory Reference No Brand Tagline Answer Agree Between Disagree 1 Powerade Sport Drink Sport is what you make it Gatorade Life s a sport. Drink it up Evian Spring Approved by your body as source of youth You C 1000 Healthy inside fresh outside Jiguja The natural detox drink HDO Balanced Balanced life is started from balanced water Coca Cola Always Coca-Cola Fanta Music in your mouth, blows fanta Pepsi Cola Be young, have fun, drink Pepsi Red Bull Red bull gives you wings Red Bull Vitalizes body and mind Kratingdaeng The real energy drink Up Don t you feel good about 7-up Up The un-cola

10 15 Lipton Tea Lipton s gets into more hot water than anything Dairy Queen Eat, drink, and be marry Pizza Hut Eat and laugh and share Kentucky Fried Chicken 19 A&W Root Beer Life tastes better with KFC Where the food s as good as the root beer McDonnald s I m Lovin it Tim Tam There is no substitute for quality Kit Kat Have a break, have a kit kat Chitato Life is never flat Popcorn Popcorn really satisfies Twister You can t resist the twist Pringles Potato Chips 27 Lay s Potato Chip Once you pop the fun doesn t stop Get your smile Cheetos It ain t easy bein cheesy M&Ms Melts in your mouth not in your hands Mentos Mentos the freshmaker The advertising tagline made by the copywriter through this analysis can be seen that there is an application of theory Reference and all the participants could understand this application. Through the participants perception can be drawn that the use of referring expression is a way in giving certain image (quality, function, taste, etc.) to the product so it can be directly known by the people as the product which different to other competitor products. Questionnaire Result of the Theory Implicature From all the questions can be concluded that if most of the answer say yes or no then the cooperative principle success, the participants can interpret the advertsing taglines, otherwise is no. Table 4 The Result Data of Questionnaire Theory Implicature N Brand o 1 Powerade Sport Drink Tagline Sport is what you make it Maxim Quantity Yes = 41 No = 9 Maxim Quality Yes = 27 No = 23 Maxim Relation Yes = 45 Maxim Manner Yes = 34 No = 16

11 2 Gatorade Life s a sport. Drink it up Yes = 22 No = 28 3 Evian Spring Approved by your body as source of youth 4 You C 1000 Healthy inside fresh outside Yes = 45 Yes = 50 No = 0 Yes = 9 No = 41 Yes = 23 No = 27 Yes = 32 No = 18 Yes = 37 No = 13 5 Jiguja The natural detox drink Yes = 14 6 Yes = 46 No = 4 6 HDO Balanced Balanced life is started from balanced water Yes = 37 No = 13 Yes = 13 7 Yes = 39 No = 11 7 Coca Cola Always Coca-Cola Yes = 48 No = 2 Yes = 24 No = 26 Yes = 46 No = 4 8 Fanta Music in your mouth, blows fanta Yes = 32 No = 18 Yes = 3 No = 47 Yes = 29 No = 21 Yes = 31 No = 19 9 Pepsi Cola Be young, have fun, drink Pepsi Yes = 43 No = 7 Yes = 19 1 Yes = 45 Yes = 40 No = Red Bull Red bull gives you wings Yes = 39 No =11 Yes = 20 0 Yes = 38 No = 12 Yes = 39 No = Red Bull Vitalizes body and mind Yes = 41 No = 9 Yes = Kratingdaeng The real energy drink Yes = 46 No = 4 Yes = 18 2 Yes = Up Don t you feel good about 7-up Yes = 38 No = 12 Yes = 23 No = 27 Yes = 32 No = 18 Yes = 34 No = Up The un-cola Yes = 48 No = 2 Yes = 48 No = 2 Yes = 49 No = 1 Yes = Lipton Tea Lipton s gets into more hot water than anything Yes = 22 No = Dairy Queen Eat, drink, and be marry Yes = 45 Yes = 27 No = 23 Yes = 37 No = Pizza Hut Eat and laugh and share Yes = 43 No = 7 Yes = 29 No = 21 Yes = 39 No = 11 Yes = 45

12 18 Kentucky Fried Chicken 19 A&W Root Beer Life tastes better with KFC Where the food s as good as the root beer Yes = 41 No = 9 Yes = 19 1 Yes = 23 No = 27 Yes = 35 No = 15 Yes = 40 No = 10 Yes = 30 No = McDonnald s I m Lovin it Yes = 43 No = 7 Yes = 28 No = 22 Yes = 22 No = 28 Yes = 35 No = Tim Tam There is no substitute for quality Yes = 39 No = 11 Yes = 13 7 Yes = 33 No = Kit Kat Have a break, have a kit kat Yes = 41 No = 9 Yes = 22 No = 28 Yes = 40 No = 10 Yes = 41 No = 9 23 Chitato Life is never flat Yes = 40 No = 10 Yes = 19 1 Yes = 37 No = 13 Yes = 43 No = 7 24 Popcorn Popcorn really satisfies Yes = 14 6 Yes = 35 No = Twister You can t resist the twist Yes = 33 No = 17 Yes = 21 No = 29 Yes = 40 No = Pringles Potato Chips 27 Lay s Potato Chip Once you pop the fun doesn t stop Yes = 40 No = 10 Get your smile Yes = 39 No = 11 Yes = 20 0 Yes = 12 8 Yes = 29 No = 21 Yes = 34 No = Cheetos It ain t easy bein cheesy Yes = 32 No = 18 Yes = 15 5 Yes = 31 No = 19 Yes = 35 No = M&Ms Melts in your mouth not in your hands Yes = 28 No = 22 Yes = 43 No = 7 30 Mentos Mentos the freshmaker Yes = 16 4 Yes = 45 From the above data, there is no one cooperative principle that is failed (answered confusing) though in Maxim Quality question most of the participants answered no. Based on the point of view of Maxim Quality the copywriter tries to imply the product advertised through its tagline will be trust as what is the tagline said, but the participants did not get it so they answered no. For example the tagline Mentos the freshmaker, the participants interpreted that Mentos is not the freshmaker instead of candy. They may only know that after eating Mentos then they probably would feel fresh because of the mint flavor of Mentos, but they did not believe that Mentos is the freshmaker. The additional information is the tagline of 7-up The un-cola. The most of participants answered yes because they knew and believed that 7-up is not cola.

13 Through this analysis is revealed that there is an application of theory Implicature in those adverting taglines and the participants could interpret it based on the perception of the participants. This application exists because the copywriter is assumed that he or she expects that readers of the tagline will cooperative in responding the tagline in order to imply the message from the product which is advertised. At the end after the cooperative condition occurs, the readers of the tagline is wished always remember to the product or even to reinforce the readers memory of the product. CONCLUSION The previous chapter has done with the analysis of the study, in this chapter the conclusion of this study will be represented as the answer of the statement of the problem. As stated previously at chapter one that this study expects to know how are Reference and Implicature theory applied in Food and Beverage advertising taglines, do the participants understand the Reference in the Food and Beverage advertising taglines, and the last one can the participants interpret the Food and Beverage advertising taglines based on Implicature Theory. Through library research conducted, the finding said that the application of Reference and Implicature theory exist in thirty Food and Beverage. The Reference theory existed by using referring expression. The referring expressions which were found were twenty six Referential and only sixteen Attributive Use. Moreover most of the referring expression used indefinite noun and no one used proper noun. These finding can be concluded that the advertising tagline use most Referential rather than Attributive Use in order to make the reader easy to describe the entity, which is introduced, in this world because it exist in this world. However, another finding said that the advertising taglines use most indefinite nouns or noun phrases in order to evoke the reader s imagination in identifying something in this world. For example the use of words you life smile healthy inside balanced life mouth source of youth tired body tired mind are the indefinite noun that can make reader imagine that words. Another revelation which was found that there was an application of the theory of Implicature through the cooperative principle required that was believed as the key to make the communication accomplished. Through the advertising tagline the copywriters has challenges to make their phrase or sentence can attract the reader by doing some efforts which is one of them is believed to make the reader be cooperative. The finding said there were twenty nine taglines which used conversational implicature and only one used conventional implicature. This means that the advertising taglines used words or sentence which has implied meaning. The copywriter uses conversational implicature to deliver the message implicitly in order to strengthen the message itself in the reader s mind. The conclusion above is also supported by the result data of the questionnaire which showed that most of the participants answered agree to the questions given about the understanding to the application of Reference theory in the advertising taglines. In addition the words or sentence used by the copywriter also can be interpreted by the participants through their answer in the second questionnaire of which most of the answers are yes and no and no one answered confusing. This means the participants could be cooperative to what the copywriter has implied. All the result above show that in advertising tagline discussed use not only referring expression which has function to make the product has a special image and the advertising tagline also use a strategy to make the reader cooperative in order to reinforce the message implied by the copywriter in the memory of the reader. The writer suggests that further research could be conducted to make this analysis broader and deeper by using other Linguistic theories. Through this study, the writer also expects this analysis would be useful all of them who need additional sources for their research. References

14 A. Akmajian, R. A. Demers, A. K. Farmer, & R. M. Harnish (1995). Linguistics, An Introduction to Language and Communication (p. 385). Massachusetss: Institute of Technology. Book, A. C., & Schick, C. D. (1998). Fundamentals of Copy & Layout. Illinois: NTC. Charles, L. S. (2001, 12). Rule-breaking in the language of advertising. Retrieved 8 6, 2010, from Coulthard, M. (1985). An Introduction to Discourse Analysis Second edition. London: Longman Group. Dewi, I. I. (2008). Presuppositions and Implicatures In Comic Strips. Presuppositions And Implicatures, 4. Effective Advertising Slogan Tips. (n.d.). Retrieved 5 2, 2010, from Grice, H. P. (n.d.). Logic and Conversation. Retrieved 5 6, 2011, from Logic.pdf Horn, R.L & Ward, G. (2006). The Handbook of Pragmatics. Ames: Blackwell. Jaszcolt, K. M. (2002). Semantics and Pragmatics. In Meaning in Language and Discourse (pp ). London: Pearson Education. Levinson, S. C. (1983). Pragmatics. Great Britain: Cambridge University Press. Mey, J. L. (2001). Pragmatic: An Introduction Second Editon. Ames: Blackwell. Moore, A. R. (2001, 5). Pragmatics and speech act. Retrieved 7 4, 2011, from Rein, D. P. (1982). The language of ads and merchandising in English. London: Prentice Hall College Div; Facsimile edition. Schrank, J. (n.d.). The language of advertising claims. Retrieved 5 2, 2010, from Sian. (2007). Conversational Implicature: A Study of Garfield's Comic-Strip. Retrieved 6 7, 2012, from Sistofa. (2012). Conversational Conversational Implicature on Peanuts Comic Strips Based on Grice's Maxim Theory. Sperber, D., & Wilson, D. (1995). Relevance: Communication and Cognition. Oxford:Blackwell. Thomas, J. (1995). Meaning in Interaction : An Introduction to Pragmatics. London: Longman Group. Weilbacher, W. M. (1984). Advertising. New York: Macmillan. Yule, G. (2008). Pragmatic. New York: Oxford University.