POLITENESS MAXIM USED IN TELEVISION & INTERNET ADVERTISEMENTS A THESIS

POLITENESS MAXIM USED IN TELEVISION & INTERNET ADVERTISEMENTS A THESIS by BAGASKARA WIDYAN SHIMATORA C11.2010.01161 ENGLISH STUDY PROGRAM FACULTY OF HUMANITIES DIAN NUSWANTORO UNIVERSITY SEMARANG 2014

POLITENESS MAXIM USED IN TELEVISION & INTERNET ADVERTISEMENTS A THESIS Submitted in partial fulfillment of the requirements For the degree of SarjanaSastra (S.S.) in English Language by BAGASKARA WIDYAN SHIMATORA C11.2010.01161 ENGLISH STUDY PROGRAM FACULTY OF HUMANITIES DIAN NUSWANTORO UNIVERSITY SEMARANG 2014 i

MOTTO Real success is determined by two factors. First is faith, and second is action. Never put any limitation since you want to start something, but if you have done you know your limitation. Keep going and never quit! The champion never quits. If you want to start a new beginning, make a peace with your past. The fastest way to solve the problem is try to improve yourself first. Reza M. Syarief (Moeslem Motivator) v

DEDICATION I dedicate this thesis for: Allah SWT My parents My brothers My big family My lecturers and my teachers My friends vi

ACKNOWLEDGMENT At this happiest moment, I wish a prayer to Allah SWT who has blessed me during the writing of this thesis. I would like, furthermore, to express my sincere thanks to: 1. Mr. Achmad Basari, S.S., M. Pd., The Dean of Faculty of Humanities of Dian Nuswantoro University, who gave permission to me to conduct this study. 2. Mr. Sarif Syamsu Rizal, S.S., M.Hum., The Head of English Study Program of Strata 1 Program, Faculty of Humanities, Dian Nuswantoro University, who gave permission to me to conduct this research. 3. Mr. Sunardi, S.S., M. Pd., my adviser, for his continuous and valuable guidance, advice and encouragement in completing this thesis. 4. All lecturers at the English Study Program of Faculty of Humanities of Dian Nuswantoro University, who have taught, motivated, and given guidance during the writing of this thesis. 5. The librarians of The Central Library of Dian Nuswantoro University for their permission for me to use some valuable references in writing this thesis. 6. My family and my friends who have supported me for my research. Finally, I do realize that due to my limited ability this thesis must have shortcoming. For this I welcome any suggestions and criticisms. vii

TABLE OF CONTENTS PAGE OF TITLE... STATEMENT OF ORIGINALITY... STATEMENT OF PUBLICATION... PAGE OF APPROVAL... MOTTO... DEDICATION... ACKNOWLEDGMENT... TABLE OF CONTENTS LIST OF TABLE LIST OF APPENDIX. ABSTRACT... i ii iii iv V vi vii viii x xi xii CHAPTER 1 INTRODUCTION... 1 1.1 Background of the Study... 1 1.2 Statement of the Problem... 3 1.3 Scope of the Study... 3 1.4 Objective of the Study... 3 1.5 Significance of the Study... 4 1.6 Thesis Organization... 4 CHAPTER 2 REVIEW OF RELATED LITERATURE... 5 2.1 Linguistics.. 2.2 Pragmatics. 2.3 Politeness Maxim.. 2.3.1 Politeness Notions. 2.3.2 Politeness Scales. 5 5 6 6 7 viii

2.4 Kinds of Politeness Maxims 7 2.4.1 Tact maxim. 7 2.4.2 Generosity maxim.. 8 2.4.3 Approbation maxim. 8 2.4.4 Modesty maxim.. 8 2.4.5 Agreement maxim. 9 2.4.6 Sympathy maxim. 9 2.5 Advertisement... 9 CHAPTER 3 RESEARCH METHOD... 3.1 Research Design. 3.2 Unit of Analysis 3.3 Source of Data. 3.4 Technique of Data Collection. 3.5 Technique of Data Analysis. CHAPTER 4 DATA ANALYSIS. 4.1 Politeness Maxim in the Television and Internet Taglines 4.2 Tact Maxim.... 4.3 Generosity Maxim.... 4.4 Approbation Maxim. 4.5 Modesty Maxim.. 4.6 Agreement Maxim...... 4.7 Discussion.... 12 12 12 12 12 13 14 14 17 24 28 32 33 38 CHAPTER 5 CONCLUSION AND SUGGESTION... 40 5.1 Conclusion... 40 5.2 Suggestion... 41 BIBLIOGRAPHY... 43 APPENDIX... 44 ix

LIST OF TABLES Table 4.1 Politeness Maxim in Television and Internet.. 15 Table 4.2 Tact Maxim.... 17 Table 4.3 Generosity Maxim.... 24 Table 4.4 Approbation Maxim.... 28 Table 4.5 Modesty Maxim..... 32 Table 4.6 Agreement Maxim.... 33 x

LIST OF APPENDIX Appendix Taglines Pictures. 44 xi

ABSTRACT Bagaskara Widyan Shimatora. 2014. Politeness Maxim on Advertisements Found in Commercial Breaks on Television and Internet. English Study Program, Dian Nuswantoro University. Adviser: Sunardi, SS., M.Pd. Key words: internet, politeness maxim, television, taglines, utterances This study is aimed at investigating politeness maxim that occur in the taglines in television and internet, and analyzing the possible meaning of politeness maxim taglines. The researcher used descriptive qualitative method to find out the types of politeness maxim and the possible meanings that contained in the taglines. The data of this research were taken from taglines from two different sources data; television and internet on July, 2014. The result showed that there are 30 politeness maxim taglines, which are mostly produced by the television (12 taglines) consisting of 3 tact maxim, 3 approbation maxim, 1 modesty maxim, and 5 agreement, while in internet, there are (18 taglines) consisting of 7 tact maxim, 6 generosity maxim, 3 approbation maxim and 2 agreement maxim. It happens since the writer or editor wants to make the consumer understand the implied meaning of the tagline. On the other hands, the occurrences of politeness maxim taglines in television taglines are less than internet taglines. It shows that the writer or editor of television taglines do not have problems to explain the utterance. However, in internet taglines they are also hard to understand because of the use of technical terms in case of interpretation meaning implied which may create confusion among the readers. xii

CHAPTER 1 INTRODUCTION 1.1 Background of the Study Language is a means of communication used to convey a message or information. Conveying a message or information can be done in a communication by written or spoken. Spoken or oral communication is a direct conversation between the speaker and the hearer. Communication is the transfer of message from one person to the others (Fiske, 1991: 39). Communication is the process by wich any message is given or received through talking, writing, or making gesture. Communication happens in many levels even for one single action, in many different ways, and for most beings, as well as certain machines. Communication is a process whereby information is enclosed in a package and is discrete and imparted by sender to a receiver via a channel or medium. Channel or medium is a media to convey message from the sender to receiver. The receiver then decodes the message and give the sender a feedback. Communication requires that all parties have an area of communication commonality. We know that we have something problem that cannot be predicted, no exception when we research about the language usage in the advertisements that we often find and it has an implied meaning inside. They are frequently encountered in commercial breaks in television, magazines, newspapers, and even is sometimes also show some ads also frequently appear on television. Pragmatics is the study of those relations between language and context that are grammaticalized, or encoded in the structure of a language. The idea that pragmatics is the study of aspects of language that required reference to the users of the language then lead to a very natural, further restriction of the term in analytical philosophy. The philosophical, and especially logical, interest in 1

2 these terms is simply that they account for the potential failure of generally valid schemes of reasoning. The use of politeness in conversation is important to create the comfortable atmosphere between the speaker and the hearer. Politeness according to Brown and Levinson (1987: 14) is the expression of the speaker s intention to mill gate face threats carried by certain face threatening acts toward another. Based on sources that have been found in dictionary website and internet website about advertising or advertizing in business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, he desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. This type of work belongs to a category called afective labor. As the introduction that will be discussed in the context of this research, there are few examples that will be delivered as warming up. Cocacola in one of the beverage names familiar in your ears. It has a tag line continuous quality is quality you trust. Politeness maxim has an implicit meaning of generosity maxim because this maxim Minimize the expression of beliefs that express or imply benefit to self; maximize the expression of beliefs that express or imply cost to self. According to Leech (1983:133), this would imply that politeness in conversation is more strongly focused on "other" than on "self", there is a politeness principle with conversational maxims similar to those formulated by Paul Grice. He lists six maxims: tact, generosity, approbation, modesty, agreement, and symphaty. The first and second form a pair, as do the third and the fourth. These maxims vary form culture to culture: what may be considered polite in one culture may be strange or downright rude in another.

3 In tagline the writer tells about word, clause, and sentence means which give a message or implicit meaning that is contained in this commercial break. This study tries to knowing the means in the commercial break, using politeness maxims to study the problems. They include: Tact maxim, Generosity maxim, Approbation maxim, Modesty maxim, Agreement maxim, Symphaty maxim. This research wants to tell the relationship between politeness maxims and advertisement on television and internet. It wants to explain about the implied meaning and make it comprehend to makes the consumers understand the information from this advertisement. 1.2 Statement of the Problem Based on researcher, the problem of the study are: 1. What politeness maxims are used in commercial advertisements on television and internet? 2. What are the effects of the politeness maxims to the advertisements? 1.3 Scope of the Study This study analyzes politeness maxims in advertisement in which they will be analyzed by using Brown and Levinson s theory about politeness maxim: tact maxim, generosity maxim, approbation maxim, modesty maxim, agreement maxim, and symphaty maxim. It is to evaluate how tagline commercial break expresses and negotiates to say or write. In this study, the researcher concerns on tact maxim, generosity maxim, approbation maxim, modesty maxim, agreement maxim, and symphaty maxim elements produced by tagline on advertisement at television or internet. 1.4 Objective of the Study Based on the statement of problem, this research is aimed: 1. To identify the types of politeness maxims used in advertisements on commercial television and internet.

4 2. To identify the effect of the politeness maxims to the advertisements. 1.5 Significance of the Study This study is expected to be useful theoretically and practically for the researcher and the English learners. Theoretically, this study will be useful for the development of pragmatics theory, especially politeness theory of maxim in politeness maxim. Practically, it is hoped that it can develop language awareness in order that the readers can comprehend wisely what the meaning of the content of taglines that is written by tagline makers. 1.6 Thesis Organization In this case, the researchers would like to present a systemic and procedure conducting a final project in the form of an academic thesis adressed to the reader to understand the content in this thesis. The thesis is presented in five chapters with the following thesis organization. Chapter 1 is Introduction. It consists of background of the study, statement of the problem, scope of the study, objectives of the study, significance of the study, and thesis organization. Chapter 2 is Review of Related Literature. This chapter contains some theories which will be used as tools for roblem solving. The theories are about language, Pragmatics, Politeness, types of Politeness Maxim which are Tact maxim, Generosity maxim, Approbation maxim, Modesty maxim, Agreement maxim, and Symphaty maxim. Chapter 3 is Research Method. This chapter contains five sub chapters; they are research design, unit of analysis, and source of data, technique of data collection, techniques of data analysis. Chapter 4 is Data Analysis. This chapter presents Politeness Maxim based on data. It would be collected from television and internet as advertisement. Chapter 5 is Conclusion and Suggestion.

CHAPTER 2 REVIEW OF RELATED LITERATURE 2.1 Linguistics Linguistics studies the nature of language and tries to establish a theory of language and describe language in the light of the theory established. It is a science in the sense that is scientifically studies the rules, systems, and principles of human language. Linguistics has many sub fields concerned with particular aspects of linguistics stucture. These sub fields range from those focused primarily on meaning. The major sub fields of linguistics are Macro linguistics and Microlinguistics. Macro linguistics is a branch of linguistics that studies how language and meaning function within human social function. A macro linguistics study includes sociolinguistics, psycholinguistics, neurolinguistics, stylistics, discourse analysis, applied linguistics, and etc. However, the micro level is often equatedwith the variation and face to face communication. Micro linguistics refers to honetics, phonology, morphology, syntax, pragmatics, and semantics. 2.2 Pragmatics Pragmatics as a branch of linguistics study has relations between language and context in language. Pragmatics also studies about utterances and setences which appear in daily life. Pragmatics also explores how listener and readers can make inferences about what is said or written in order to arrive at an interpretation of users intended meaning. Pragmatics studies the context within which an interaction occurs as well as the intention of the language user. On of the motivations for research in pragmatics might then be to establish the effects of the uses of language structure. The distinction between sentence and utterance is of fundamental importance to both semantics and pragmatics. Essentially, we want to say that the sentence is an abstract theoretical entity defined within a theory of 5

6 grammar, while utterance is the issuance of a sentence, a sentence analogue, or sentence fragment, in an actual content. The relation between an utterance is corresponding sentence may be quite obscure (e.g the utterance may be eliptical or contain sentence fragments or false starts). Lyons (1997: 88) advocates distinctions between text sentences and system sentences, sentence types and sentence tokens, utterance types and utterances tokens, and utterances acts and utterance products. In term of linguistics, pragmatics is not only relates with utterance and sentence but also the context. The context that we choose in daily communication which others decided an affect in our social interaction. So, we must be careful to choose the utterances. The important part that have affect for our social interaction and must be warned such as: politeness and formality, and both explicit and implicit linguistic features. 2.3 Politeness Maxims According to Leech, there is a politeness principle with conversational maxims similar to those formulated by Paul Grice. These maxims vary from culture to culture: what may be considered polite in one culture may be strange or downright rude in another. The first and second form is a pair, as do the third and the fourth too. 2.3.1 Politeness Notions In this part, two notions of politeness should be differentiated: a. Common politeness Being politeness means showing good manners and consideration for other people (e.g. open the door for a lady, give your seat to an eldery person in public transport) b. Linguistic politeness The way people choose to speak and how the hearers react to their speech.

7 Politeness is essentially asymmetrical: what is polite with respect to speaker, and vice versa. 2.3.2 Politeness Scales The degree of politeness of an illocution can be measured by scales: a) Cost benefit scales This indicates cost and benefit of proposition to hearer (benefit to hearer = greater politeness; cost to hearer = less politeness) b) Indirectness scale This indicates degree of politeness on the basis of evaluating the same propositional content under increasingly indirect kinds of illocution (higher optionally = greater politeness) c) Optionally scale This indicates how far the performance of an illuocution is at the act choice of hearer (higher optionally = greater politeness) According to Leech (1983:133), this would imply that politeness in conversation is more strongly focused on "other" than on "self", there is a politeness principle with conversational maxims similar to those formulated by Paul Grice. He list six maxims: tact, generosity, approbation, modesty, agreement, and symphaty. The first and second form a pair, as do the third and the fourth. These maxims vary from culture to culture: what may be considered polite in one culture may be strange or downright rude in another. 2.4 Kinds of Politeness Maxim 2.4.1 The Tact Maxim The tact maxims states: minimixe the expression of beliefs which imply cost to other; maximize the expression of beliefs which imply benefit to other. The first part of this maxim fits in with Brown and Levinson s negative politeness

8 strategy of minimizing the imposition, and the second part reflects the positive politeness strategy of attending to hearer s interest, wants, and needs: Could I interrupt you for a second? If I could just clarify this then. 2.4.2 The Generosity Maxim Leech s Generosity maxim states: minimize the expression of beliefs that express or imply benefit to self; maximize the expression of beliefs that express or imply cost to self. Unlike the tact maxim, the maxim of generosity focuses on the speaker, and says that the others shoulds be put first instead of the self. You relax and let me do the dishes. You must come and have dinner with us. 2.4.3 The Approbation Maxim The Approbation maxim states: minimize the expression of beliefs which express dispraise of other; maximize the expression of beliefs which express approval to other. It is preferred to praise others and if this impossible, to sidestep the issue, to give some sort of minimal response (possibly through the use of euphemisms), or to remain silent. The first part of the maxim avoids disagreement; the second part intends to make other people feel good by showing solidarity. I heard you singing at the karaoke last night. It sounded you were enjoying yourself! 2.4.4 The Modesty Maxim Maxim of modesty is one of the six maxims proposed by Leech (1983) in his PP (Politeness Principle) meaning to minimize praise or to maximize dispraise

9 of self. The Modesty maxim states: minimize the expression of praise of self; maximize the expression of dispraise of self. Oh, I m so stupid I didn t make a note of our lecture! Did you? 2.4.5 The Agreement Maxim The Agreement maxim runs as follows: minimize the expression of disagreement between self and other; maximize the expression of agreement between self and other. It is in line with Brown an Levinson s positive politeness strategies of seek agreement and avoid disagreement, to which they attach great importance. However, it is not being claimed that people totally avoid disagreement. It is simply observed that they are much more direct in expressing agreement, rather than disagreement. A: I don t want my daughter to do this, I want her to do that. B: yes, but ma am, i thought we resolved this already on your last visit. 2.4.6 The Sympathy Maxim The sympathy maxim states: minimize antipathy between self and other; maximize sympathy between self and other. This include a small group of speech act such as congratulation, commiseration, and expressing condolences all of which is in accordance with Brown and Levinson s positive politeness strategy of attending to the hearer s interests, wants, and needs. I am sorry to hear about your father. 2.5 Advertisement Marketing communication is one the most important factors in an organisations success on the market. More and more organisations are moving forward to use marketing communication to reach its customers, and the

10 competition is getting harder. Marketing communication can be used in several different ways and it is important to find the way that will gain the best result. The purpose with marketing communication is to make the organisation and its products well known for its customers along with keeping the customers conscious about the organization (Engdahl 2006, Iyer, Sobermann & Villas Boas 2005). Advertising, mass media advertising to be more precise, has played a major role in business to consumer marketing, and enabled companies to meet communication and other marketing objectives. (Minh Hou Poh & Adam, 2007) There are two general forms of marketing communications that are being used by organisations on a daily basis: External and Internal Communication. Internal communications means the communication that the organisations uses to reach out to its employees within the organisation. Employees work as an internal customer and it is as important to keep the satisfied as it is with the external customers. A customer usually starts its buying process by processing the information sent out by different organisations as mass communications, for example TV advertisement or outdoor advertisements. They then build up a brand knowledge and creates a stronger need for the product in question. When the customer later on feels like they have a need for more information they reach out to the organisation, usually a sales representative, to find out more about the offer. The organisation then has their chance to convince the customer by relationship communications (Dahlqvist & Linde, 2002). Advertising Models and Theories Linsa Karlsson (2007:6). For advertising to be succesful, it is not enough to send out a message and then hope for result. Customers are today exposed to more advertisements each day and this can be annoying to them. On the market today, customers tend to have a more negative attitude towards advertising and this makes it harder for organisations to reach their audience. Because of all this advertising

11 strategy is getting of higher importance and it essential for organisations to have a clear strategy to follow (Zanot, 1981:4). It s may believe that creating advertising is all about creating the ultimate message and choose the perfect media channel, but there is so much more behind all of that. The right strategies have to be created and an advertising plan has to be set in action. There are several theories and models on how organisations can create a good advertising campaign today (Jobber, 2004). Literature on advertising contains several different models that have been published by authors over a long period of time. These theories and models are today being thaught to advertising students around the world and may be seen as essential in the work within advertising. A high amount of Universities uses literature including these models as their core text today (Lincoln University 2007, University of the Sunshine Coast 2007). For several decades, marketing executive and academics have attemped to develop formal theories of how advertising works. With the aim of facilitating the design of advertisements and the practical execution of campaign. These theories appear in marketing textbooks and have been taught by marketing educators to succesive generations of students in the business management field. (Gabriel, Kottasz & Bennet, 2006, p.505). However, the models taught to students today havemet a high amount of criticism on the market. The researcher in this study are one of the students that are being exposed to these models in the core literature at the University and does together with other students question how relevant these models are. As Jobber (2004) says, it is hard to devise a theory on how advertising is effective. To set up theories and models on advertising is not always appreciated. Business people, marketing and advertising professionals included, rarely have much time for theory... Advertising professionals are pratical people who develop experience in particular areas and know what works for them in a give situation.. (Hackley, 2005, p.26 27).

CHAPTER 3 RESEARCH METHOD 3.1 Research Design This research used descriptive qualitative method. It used qualitative method because the collected data were in form of sentences, phrases, clauses, words, and they were classified into politeness maxim categories to get conclusion. It also used descriptive method because the data were gathered, composed, analyzed and interpreted descriptively. 3.2 Unit of Analysis Unit of analysis of this research are every clause in advertisement of commercial break or tagline used in television and internet. 3.3 Source of Data The data were written text that were taken from advertisements in commercial breaks. The data were downloaded from internet and watching television. The data were taken from some brand advertisements in tv commercial breaks and internet namely: Pringles Chips, KitKat, Cloud 9, Pepsi, m&m s, McDonald, KFC, Burger King, Nestle, Pizza Hut, BMW, KIA motors, Hyundai, Daihatsu, Kawasaki, Acer, Lenovo, Dell, Telkom, Xbox, Puma, Under Armour, Nike, Adidas, Umbro, Camel, A mild, Kent America, Dun Hill Mild, and Djarum Super. This tagline can be divided into 5 units in data tables as source of data analysis based on the name of brands. 3.4 Techniques of Data Collection The data of this research were collected by using the following steps: 1. Selecting The researcher selected advertisements as a source of data by downloading from internet, watching television, and reading magazine from internet. 12

13 2. Reading The researcher read and comprehended the advertisements. 3. Collecting The researcher collected the data with organized process of politeness maxim by the advertisements. 3.5 Techniques of Data Analysis The data were analyzed by using the following steps: 1. Indentifiying politeness maxim type used of advertisements on television and internet. 2. Classifying types of politeness maxim. 3. Interpreting types of politeness maxim. 4. Drawing the conclusion.

CHAPTER 4 DATA ANALYSIS This chapter covers the analysis and the result of the study. The researcher analyzed the data after the data were collected. Once more, the aims of this study are to find out the kinds of politeness maxim in the taglines of the commercial break on television and internet and also to describe the interpretations which arise in the tagline words in the commercial break. As mentioned in previous chapter, the study focused on politeness principles about politeness maxim according to Leech s (1983:133) theoretical framework. In this chapter, every analysis is divided into two kinds: data Description and maxim Interpretations. 4.1 Politeness Maxims in the Television and Internet Advertisement This research identifies 6 types of politeness maxim found in the television and internet taglines. The maxim mostly occurred both in television and internet commercial break with total number of politeness maxim reached to 30 taglines. These taglines are dominated by tact maxim in which the total is 10, followed by agreement maxims in which the total is 7. For generosity maxims and approbation maxims, both of them have the same total. It is 6. The least is modesty maxim in which the total is 1. There is no sympathy maxim found in the data. On the other hand, these taglines were collected by random sampling from the television and internet, from which there are 30 taglines that have possibility of politeness maxim occurrences. The sources of the data are found in July 2014. Below is the table that indicates the occurrences of politeness maxims in the commercial break on television and the internet. 14

15 Table 4.1 Politeness Maxims in Television and Internet No Politeness Maxim Taglines 1 Tact Maxim Pepsi Drink it to believe it m&m Melts in your mouth, not in your hands Burger King Have it your way Pizza Hut Make it great BMW The ultimate driving machine Acer Explore beyond limits Dell The power to do more Number of Occurrences 10 Puma Our formula your sport Nike Just do it A mild Others can only follow 2 Generosity Maxim Pringles Chips Once you pop, you can t stop Kawasaki Let the good times roll Telkom The world is in your hand Under Armour Now you can 6 pretend you work out Kent Kent smokes and that s where it s at Camel Where a man belongs 3 Approbation Cloud9 Bite into the bright 6

16 Maxim side! Kentucky Fried Chicken (KFC) It s finger lickin good! KIA Motors The power of surprise Daihatsu Innovation for tomorrow Lenovo For those who do Xbox A new generation begins 4 Modesty Maxim Adidas Impossible is nothing 1 5 Agreement Maxim Kitkat Have a break, have a Kitkat McDonald I m lovin it Nestle Good food, good life Hyundai New thinking. New possibilities. Umbro Where next? Djarum My life, my adventure Dun Hill Fine ingredients for fine taste 7 6 Sympathy Maxim Total Politeness Maxim 30 The table above shows the frequency of politeness maxim occurrences in both television and internet taglines that have been published in July 2014. It indicates that in the television and internet commercial break; there are 30 cases of politeness maxim in which are dominantly functioned in form of tact maxim (10 times). In other case, the researcher also found that the tagline that is

17 functioned as sympathy maxim is absent within the television and internet commercial break. In this research the generosity maxim occurs 5 cases used in different taglines on different brand. Approbation maxim occurs 6 cases used in different taglines on different brand. In modesty maxim there is only 1 cases that used in sport taglines, in which on sport brand. And the last, agreement maxim occurs in 8 cases that used in different taglines on different brand. From several taglines of television and internet in July 2014, there were 30 taglines are found to be categorized as politeness maxim. Below is the list of taglines in several brands with the type of politeness maxims. 4.2 Tact maxim 4.2.1 Table of Tact Maxim No Products Taglines 1 Pepsi Drink it to believe it 2 m&m Melts in your mouth, not in your hands 3 Burger King Have it your way 4 Pizza Hut Make it great 5 BMW The ultimate driving machine 6 Acer Explore beyond limits 7 Dell The power to do more 8 Puma Our formula your sport 9 Nike Just do it 10 A mild Others can only follow From the table above, it indicates that politeness maxim mostly occurred in the usage of the noun and verb in the sentence. However, this study is not only in analyzing the kinds of maxim within the taglines, but the possible

18 meanings of each maxim in the taglines will be presented. The analysis of politeness maxim as follows: Excerpt 1 Pepsi Drink it to believe it The tagline above tells about the condition of try to believe this beverage product when you feel thirsty after doing activity, then you must drink until your thirst is gone in order to believe its result. This tagline shows the meaning that is implied in this clause and it is classified as politeness maxim especially tact maxim. The maxim can be seen from the usage of Drink it to believe it. The utterance to believe it can be interpreted into two meanings, there are: Trust that the product giving an effect to be addicted Just giving refresh as result This tagline tries to convince the consumers that this product has an addictive effect when we drink this beverage. It makes interpretation to make people believe that they can feel refreshment after drink this beverage. The make conclusion of the utterance of this tagline is the tagline minimize cost to other [maximize benefit to other]. Based on the explanation above, this tagline can be categorized in tact maxim. It shows that utterance wants the other (consumer) gets benefit from this product. As a proof, the utterance to believe it gives information that this product has benefit. It wants to explains cost benefit scales which indicates proposition to hearer (consumer) [benefit to hearer = greater politeness; cost to hearer = less politeness]. Excerpt 2 m&m Melts in your mouth, not in your hands The tagline above tells about the changing of process of melting candies, when we will eat them, but it doesn t melt when we hold in the hands. This tagline shows the meaning that is implied in this clause and it is classified as politeness maxim especially tact maxim. The maxim can be seen from the usage of Melts in your mouth, not in your hands. The utterances Melts in your

19 mouth and not in your hands show that these utterances give explicit meaning. Both of them want to explain the information about the utterance which contains explicit meanings. In the first utterance, the researcher wants to tell that Melts in your mouth clarify information that condition only in mouth, this utterance want to prove that it minimize cost to other. Then in second utterance, the researcher wants to prove the utterance not in your hands that this utterance explain about maximize benefit to other with giving a reason that the condition is impossible in the hands. Based on the explanation above, this tagline can be categorized in tact maxim. It shows that utterance wants the other (consumer) gets benefit from this product. As a proof, the utterance melts in your mouth, not in your hands gives information that this product has benefit. It wants to explains cost benefit scales which indicates proposition to hearer (consumer) [benefit to hearer = greater politeness; cost to hearer = less politeness]. Excerpt 3 Burger King Have it your way The tagline above tells about the condition of grab something with your own way. This tagline shows what the meaning implied in this clause and it is classified as politeness maxim in the case tact maxim. The maxim can be seen from the usage in whole statement. It can be explained from language expression that is produced from the meaning implied. It tells about the fact of this message that you will not make it into bad condition you must do in easy ways in this case likely make an order for fast food. This statement can be understood simply and easily by people. Based on the explanation above, this tagline can be categorized in tact maxim. It shows that utterance wants the other (consumer) gets benefit from this product. As a proof, the utterance your way gives information that this product has benefit. It wants to explains cost benefit scales which indicates proposition to hearer (consumer) [benefit to hearer = greater politeness; cost to hearer = less politeness].

20 Excerpt 4 Pizza Hut Make it great The tagline above tells about the condition of making something to be special. This tagline shows what the meaning that implied in this clause and it is classified as politeness maxim especially tact maxim. The maxim can be seen from the usage whole of the statement. It can be explained from the meaning implied that conducting on this tagline. It tells about implication message about ordinary situation (ordinary food) can become a special situation (special food) when you want to eat in this restaurant. This statement wants to explain about your peculiar feature in this food. It means that the tagline shows the effort about make the other to minimize the cost expression, maximize benefit to the other. Based on the explanation above, this tagline can be categorized in tact maxim. It shows that utterance wants the other (consumer) gets benefit from this product. As a proof, the utterance make it great gives information that this product has benefit. It wants to explains cost benefit scales which indicates proposition to hearer (consumer) [benefit to hearer = greater politeness; cost to hearer = less politeness]. Excerpt 5 BMW The ultimate driving machine The tagline above tells about the grade size of driving machine. This tagline shows what the meaning implied in this clause. It is classified as politeness maxim especially tact maxim. The maxim can be seen from the usage of word ultimate. It means that tagline wants to make argumentation to the people when you drive this car and feel comfort with its quality. It is a part of marketing strategies to persuade the people believe that the brand of car has good acceleration. The use word ultimate makes people believe that they will feel comfort in driving it. Based on the explanation above, this tagline can be categorized in tact maxim. It shows that utterance wants the other (consumer) gets benefit from

21 this product. As a proof, the utterance the ultimate driving machine gives information that this product has benefit. It wants to explains cost benefit scales which indicates proposition to hearer (consumer) [benefit to hearer = greater politeness; cost to hearer = less politeness]. Excerpt 6 Acer Explore beyond limits The tagline above tells about the condition to go without a limit. This tagline shows about the implied meaning in this clause and it is classified as politeness maxim especially tact maxim. The maxim can be seen from the usage of the whole statement. This word tries to explain about the condition of doing something to pass the way in front of us without the limit. It means that this utterance minimizes the expression of beliefs which imply cost to other; maximizes the expression of beliefs which imply benefit to other. The effect makes people to think to this product gives good quality as the other needs. Based on the explanation above, this tagline can be categorized in tact maxim. It shows that utterance wants the other (consumer) gets benefit from this product. As a proof, the utterance explore beyond limits gives information that this product has benefit. It wants to explains cost benefit scales which indicates proposition to hearer (consumer) [benefit to hearer = greater politeness; cost to hearer = less politeness]. Excerpt 7 Dell The power to do more The tagline above tells about the extraordinary power. This tagline shows about the implied meaning in this clause and it is classified into politeness maxim in the case tact maxim. The maxim can be seen from the usage of to do more. This utterance explains about the power of this product in giving energy more than usual. It includes for theorism of minimize the expression of beliefs which imply cost to other; maximize the expression of beliefs which imply benefit to other. The utterance may be show the effect after there is being.

22 Based on the explanation above, this tagline can be categorized in tact maxim. It shows that utterance wants the other (consumer) gets benefit from this product. As a proof, the utterance to do more gives information that this product has benefit. It wants to explains cost benefit scales which indicates proposition to hearer (consumer) [benefit to hearer = greater politeness; cost to hearer = less politeness]. Excerpt 8 Puma Our formula your sport The tagline above tells about the material of your sport. This tagline shows about the implied meaning in this clause and it is classified into politeness maxim especially tact maxim. The maxim can be seen from the usage of Our formula. This word gives an implied meaning to make the consumers get the benefit of this product. As the information, it will be explained to minimize the expression of beliefs which imply cost to other; maximize the expression of beliefs which imply benefit to other. It is a way to combine two politeness strategy in the first part of this maxim fits in negative politeness strategy of minimizing the imposition. The second part reflects the positive politeness strategy of attending to the hearer interest, want, and need. It shows the effect that this tagline is a thing that people needs. Based on the explanation above, this tagline can be categorized in tact maxim. It shows that utterance wants the other (consumer) gets benefit from this product. As a proof, the utterance our formula your sport gives information that this product has benefit in its technology. It wants to explains cost benefit scales which indicates proposition to hearer (consumer) [benefit to hearer = greater politeness; cost to hearer = less politeness]. Excerpt 9 Nike Just do it The tagline above tells about the condition of you must to do without thinking hard. This tagline shows about the implied meaning in this clause and it is classified into politeness maxim especially tact maxim. The maxim can be seen from the usage all of the utterance. It can be imagined to this product that the

23 fact give a benefit for the customers. For the reason, this maxim explain about minimizing the expression of beliefs which imply cost to other; maximizing the expression of beliefs which imply benefit to other. The effect is the customer will be interested to this product because they know the implying message from the tagline, so that they should use this product to feel how amazing this product. Based on the explanation above, this tagline can be categorized in tact maxim. It shows that utterance wants the other (consumer) gets benefit from this product. As a proof, the utterance just do it gives information that this product has benefit. It wants to explains cost benefit scales which indicates proposition to hearer (consumer) [benefit to hearer = greater politeness; cost to hearer = less politeness]. Excerpt 10 A mild Others can only follow The tagline above tells about the metaphoric argument to compose figure of this tagline. This tagline shows about the implied meaning in this clause and it is classified as politeness maxim especially tact maxim. The maxim can be seen from the usage of can and follow. The words can (vb) try to shows a stressing mark for this sentence gives benefit argumentation to others and the word follow tries to insist that this word gives an influence to the sentence for benefit statement. These make an image to this tagline that the others (cigarette) will be improved from this tagline. It gives relation between negative politeness and positive politeness as the first part of this maxim fits negative politeness strategy of minimizing the imposition. The second part reflects the positive politeness strategy of attending to the hearer's interest, want, and need. Based on the explanation above, this tagline can be categorized in tact maxim. It shows that utterance wants the other (consumer) gets benefit from this product. As a proof, the utterance others can only follow gives information that this product has benefit. It wants to explains cost benefit scales which

24 indicates proposition to hearer (consumer) [benefit to hearer = greater politeness; cost to hearer = less politeness]. 4.3 Generosity maxim 4.3.1 Table of Generosity Maxim No Products Taglines 1 Pringles Chips Once you pop, you can t stop 2 Kawasaki Let the good times roll 3 Telkom The world is in your hand 4 Under Armour Now you can pretend you work out 5 Kent Kent smokes and that s where it s at 6 Camel Where a man belongs Excerpt 1 Pringles Chips Once you pop, you can t stop The tagline above tells about the feeling when you grab it (the chip) to eat. That tagline shows the meaning implied in this clause and it is classified as politeness maxim especially generosity maxim. The maxim can be seen from the usage of once you pop, you can t stop. It gives the image to the readers in order to the readers know the content clause implied. The purposes focus the speaker to resolve a problem which says that others should be put first instead of self. The other hand, that statement once you pop, you can t stop can be interpreted into two meanings: Try to eat more to feel the taste To be addictive It indicates that this clause gives some information implied which have the purpose to consumers that another snack is comparable to this tagline. Based on the explanation above this tagline tells about indirect information. It indicates the degree of politeness on the basis of evaluating the same propositional content under increasingly indirect kinds of illocution (higher optionally = greater politeness). It is in the same condition in politeness maxim from this tagline. It

25 can be proved that the utterance once you pop, you can t stop gives information to hearer as consumer that the expression gives benefit to them while maximizing cost to self (as maker). Then this tagline can be categorized in generosity maxim. Excerpt 2 Kawasaki Let the good times roll The tagline above tells about the good time to take a walk. This tagline shows about the meaning implied in this clause and it is classified as politeness maxim especially generosity maxim. The maxim can be seen from the usage of good times roll. It means that this utterance give interpretation of minimizing the expression of beliefs that express or imply benefit to self, maximizing the expression of beliefs that express or imply cost to self. The maxim of generosity focuses to the speaker informant and says that others should be put first instead of the self. The utterance gives an effect to another to maximize the benefit for invitation because it is good time going together. Based on the explanation above this tagline tells about indirect information. It indicates the degree of politeness on the basis of evaluating the same propositional content under increasingly indirect kinds of illocution (higher optionally = greater politeness). It is in the same condition in politeness maxim from this tagline. It can be proved that the utterance the good times roll gives information to hearer as consumer that the expression gives benefit to them while maximizing cost to self (as maker). Then this tagline can be categorized in generosity maxim. Excerpt 3 Telkom The world is in your hand The tagline above tells about the as big as your hand. This tagline talks about the implied meaning in this clause and it is classified into politeness maxim especially generosity maxim. The maxim can be seen from the usage all of the statement. It means that it is not really the world on your hand but it is just hyperbolic meaning if the world is as big as a hand. To inform about the maxim

26 this tagline gives an explanation about minimizing the expression of beliefs the expression or implying benefit to self; maximizing the expression of beliefs the expression or implying cost to self. It gives an effect for the other to know that implied meaning is deliverid to another that the connecting can be lost. Based on the explanation above this tagline tells about indirect information. It indicates the degree of politeness on the basis of evaluating the same propositional content under increasingly indirect kinds of illocution (higher optionally = greater politeness). It is in the same condition in politeness maxim from this tagline. It can be proved that the utterance the world is in your hand gives information to hearer as consumer that the expression gives benefit to them while maximizing cost to self (as maker). Then this tagline can be categorized in generosity maxim. Excerpt 4 Under Armour Now you can pretend you work out The tagline above tells about the condition when you make the works worried. This tagline shows about the implied meaning in this clause and it is classified into politeness maxim especially generosity maxim. The maxim can be seen from the usage of Now you can pretend you work out. This utterance shows the explanation of minimize the expression of beliefs that express or imply benefit to self; maximize the expression of beliefs that express or imply cost to self. It gives an effect for the sentence that the fact you can enjoy your work if you use this product. Based on the explanation above this tagline tells about indirect information. It indicates the degree of politeness on the basis of evaluating the same propositional content under increasingly indirect kinds of illocution (higher optionally = greater politeness). It is in the same condition in politeness maxim from this tagline. It can be proved that the utterance now you can pretend you work out gives information to hearer as consumer that the expression gives benefit to them while maximizing cost to self (as maker). Then this tagline can be categorized in generosity maxim.

27 Excerpt 5 Camel Where a man belongs The tagline above tells about the condition of someone must be placed. This tagline shows about the implied meaning in this clause and it is classified as politeness maxim especially generosity maxim. The maxim can be seen from the usage of belongs. This word may cause the people think about some interpretation. The word belongs can be interpreted into two meanings: Place must be there (alive) Have something Therefore, based on the definitions of the word belongs above, the interpretations may arise as results are as follows: Where a man alive Where a man have something Focus on this tagline, the word belongs want to gives information that this word explains about minimize benefit to self [maximize cost to self]. It shows that the condition tells the expression to another. Based on the explanation above this tagline tells about information indirectness utterance. It is indicate degree of politeness on the basis of evaluating the same propositional content under increasingly indirect kinds of illocution (higher optionally = greater politeness). It is same condition in politeness maxim from this tagline. It can be proof that the utterance of belongs gives information to hearer as consumer that the expression giving benefit to them whereas this condition maximizing expression imply cost to self (as maker). Then this tagline can be categorized in generosity maxim. Excerpt 6 Kent Kent smokes and that s where it s at The tagline above tells about the happening of peoples when they wants to smoke, they should have been to smoke. This tagline shows about the implied meaning in this clause and it is classified as politeness maxim especially generosity maxim. The maxim can be seen from the usage of that s where it s

28 at. This clause may cause the consumers understand about the information of this cigarette. That clause tells about indirect information in the fact meaning of tagline is the condition from the consumers about taste. It can make them enjoy after smoke this cigarette. About the generosity maxim, this tagline explains about the minimizing the expression of beliefs that express or imply benefit to self [maximizing cost to self]. The maxim of generosity focuses on the speaker, and says that others should be put first instead of the self. Based on the explanation above this tagline tells about indirect information. It indicates the degree of politeness on the basis of evaluating the same propositional content under increasingly indirect kinds of illocution (higher optionally = greater politeness). It is in the same condition in politeness maxim from this tagline. It can be proved that the utterance where it s at gives information to hearer as consumer that the expression gives benefit to them while maximizing cost to self (as maker). This tagline not only gives benefit to hearer, but it gives an impact to producer (self) about cost and benefit scales which have indicates of proposition to hearer (consumer) [benefit to hearer = greater politeness; cost to hearer = less politeness]. Then this tagline can be categorized in generosity maxim. 4.4 Approbation Maxim Table 4.4.1 Table of Approbation Maxim No Products Taglines 1 Cloud9 Bite into the bright side! 2 Kentucky Fried It s finger lickin good! Chicken (KFC) 3 KIA Motors The power of surprise 4 Daihatsu Innovation for tomorrow 5 Lenovo For those who do 6 Xbox For those who do

29 Excerpt 1 Cloud9 Bite into the bright side! The tagline above tells about something happened when you feel the taste until inside of the part in one bite and you cannot imagine its taste. This tagline shows implicit meaning in this clause and it is classified as politeness maxim especially approbation maxim. The maxim can be seen from the usage of Bite into the bright side!. It shows to readers that in this case the tagline maker want to deliver an implicit message which on this statement maximizing praise like hyperbolic statement. The word bright can be interpreted into two meanings: Shining or glisten Feel happy This statement doesn t tell that when eating this snack we may to shining after eat them, but that statement want to give assessment that aims to deliver a message to customers happy after one bite to continue in another bite. About this tagline can be categorized in approbation maxim. It is proved from statement that minimizing expression of beliefs which express dispraise of other, maximizing expression of beliefs which express approval to other. It can be seen in the word side that shows cost and benefit scales which indicates proposition to hearer (consumer) [benefit to hearer = greater politeness; cost to hearer = less politeness]. It means that the praise make the other interest and wants to eat this delicious food. Excerpt 2 Kentucky Fried Chicken (KFC) It s finger lickin good! The headline above tells about the condition of restrain in enjoyment the taste from the food until you must lick your finger. This tagline shows what the meaning that is implied in this clause and it is classified as politeness maxim especially approbation maxim. The maxim can be seen from the usage of lickin. The word lickin has influence in this sentence that shows the maxim that gives a meaning which explains about the prevention of unpleasant

30 expression. It is preferred to praise others and if this is impossible, to sidestep the issue, to give some sort of minimal response (possibly through the use of euphemisms), or to remain silent. This action has purpose to make other people feel good as type of showing solidarity by avoiding disagreement in the statement. Based on this tagline, this sentence wants to deliver the meaning that is implied in language as a figure of speech word to make the people interested that the foods must be delicious. About this tagline can be categorized in approbation maxim. It is proved from statement that minimizing expression of beliefs which express dispraise of other, maximizing expression of beliefs which express approval to other. It can be seen in the word lickin that shows cost and benefit scales which indicates proposition to hearer (consumer) [benefit to hearer = greater politeness; cost to hearer = less politeness]. It means that the praise make the other interest and want to try eat this delicious food. Excerpt 3 KIA Motors The power of surprise The tagline above tells about the condition of representation from power to make surprising. This tagline shows what the meaning implied in this clause. It classified as politeness maxim especially approbation maxim. The maxim can be seen from the usage of surprise. The word surprise want to explain that the product have special performance. This tagline makes a figure to people to believe that the word power does not describe about spirit, but it explains about a surprising situation. Based on the definitions of the word surprise the researcher wants to explain about minimizing the expression of beliefs which express dispraise to the other and maximizing the expression of beliefs which express approval of other. About this tagline can be categorized in approbation maxim. It is proved from statement that minimizing expression of beliefs which express dispraise of other, maximizing expression of beliefs which express approval to other. It can be seen in the word surprise that shows cost and benefit scales which indicates

31 proposition to hearer (consumer) [benefit to hearer = greater politeness; cost to hearer = less politeness]. It means that the praise make the other is interested and wants to give something new. Excerpt 4 Daihatsu Innovation for tomorrow The tagline above tells about the condition of imagine something new for tomorrow. This tagline shows what the meaning implied in this clause and it is classified as politeness maxim especially approbation maxim. The maxim can be seen from the usage on the whole statement, that minimizing the expression of beliefs which express dispraise of other; maximizing the expression of beliefs which express approval of other. It makes a figure for this statement that the fact tells about something new which can be an amazing product. This thing make the people will be interested to use it. About this tagline can be categorized in approbation maxim. It is proved from statement that minimizing expression of beliefs which express dispraise of other, maximizing expression of beliefs which express approval to other. It can be seen in the word innovation for tomorrow that shows cost and benefit scales which indicates proposition to hearer (consumer) [benefit to hearer = greater politeness; cost to hearer = less politeness]. It means that the praise make the other is interested and give a new hope in the future. Excerpt 5 Lenovo For those who do The tagline above tells about something that people need. This tagline shows about the implied meaning in this clause and it is classified as politeness maxim especially approbation maxim. The maxim can be seen from the usage of do. The word do talks about argumentation for another to praising something to do as benefit to others. As the result of the utterance this word, it gives explanation that the word minimizes the expression of beliefs which express dispraise of other; maximizes the expression of beliefs which express approval of other. This word has important meaning in this utterance.

32 About this tagline can be categorized in approbation maxim. It is proved from statement that minimizing expression of beliefs which express dispraise of other, maximizing expression of beliefs which express approval to other. It can be seen in the word for those who do that shows cost and benefit scales which indicates proposition to hearer (consumer) [benefit to hearer = greater politeness; cost to hearer = less politeness]. It means that the praise makes the other is interested and want to use this product. Excerpt 6 Xbox A new generation begins The tagline above tells about the condition when new thing start as next generation. This tagline shows about the implied meaning in this clause and it is classified as politeness maxim especially approbation maxim. The maxim can be seen from the usage of begins. This word refer to condition of new thing to start from the base. It gives information about minimizing the expression of beliefs which express dispraise of other; maximizing the expression of beliefs which express approval of other. This maxim gives an effect to this word make a role for the utterence as explanation that all must be started on the base. About this tagline can be categorized in approbation maxim. It is proved from statement that minimizing expression of beliefs which express dispraise of other, maximizing expression of beliefs which express approval to other. It can be seen in the word begins that shows cost and benefit scales which indicates proposition to hearer (consumer) [benefit to hearer = greater politeness; cost to hearer = less politeness]. It means that the praise make the other interest and want to try use this product. 4.5 Modesty Maxim Table 4.5 Table of Modesty Maxim No Products Taglines 1 Adidas Impossible is nothing

33 Excerpt 1 Adidas Impossible is nothing The tagline above tells about the condition of doing something possible. This tagline shows about the implied meaning in this clause and it is classified into politeness maxim especially modesty maxim. The maxim can be seen from the usage of this whole utterance. It is proved on implying message from this utterance that you can do something when you do this seriously. As information, this maxim gives a purpose to minimize the expression of praise to self; maximize the expression of dispraise to self. This tagline makes the utterance show the fact that this product have speciality. 4.6 Agreement Maxim Table 4.6 Table of Agreement Maxim No Products Taglines 1 Kitkat Have a break, have a Kitkat 2 McDonald I m lovin it 3 Nestle Good food, good life 4 Hyundai New thinking. New possibilities. 5 Umbro Where next? 6 Djarum My life, my adventure 7 Dun Hill Fine ingredients for fine taste Excerpt 1 Kitkat Have a break, have a Kitkat The tagline above tells about the condition when you get a break, don t worry if you feel hungry, because there is a snack called Kitkat to kill your hunger. This tagline shows what the meaning implied in this clause and it classified as politeness maxim in the case agreement maxim. The maxim can be seen from the usage of Have a break, have a Kitkat. It shows to the readers the implied content of the clause. It makes an interpretation why they must pay the snack, when we have a break. The tagline belongs to agreement maxim

34 because that statement gives an agreement that when we have a break we must eat this snack although we don t need this snack. Theoretically we minimize disagreement (maximize agreement) between self and other. The explanation from tagline above tells about invitation argument between self and other. It is proved from the utterance on this tagline that makes a statement that dealing in condition when you have spare time, you can eat snack with the name Kitkat. It explained in optionality scale that indicates how far the performance of an illocution at the act choice of hearer (in this case other ). This is a way to the other makes a dealing or agreement which maximize the expression of agreement between self and other. It is a way to avoid disagreement with other. This tagline can be categorized in agreement maxim. Excerpt 2 McDonald I m lovin it The tagline above tells about the condition of the people who like foods and beverages that make them delighted because the ordering of those service are fast and simple. It makes them proud until they falls in love with this special services. This tagline shows what the meaning that implied in this clause and it is classified as politeness maxim especially agreement maxim. The maxim can be seen from the usage of lovin it because this word refers to the condition of people feeling about the food taste that they cannot imagine the taste. In other hand, it is not to be like between human and human but it is characteristic of common people about something that it makes them want to try again. This case, explains that they love a product of foods and beverages. The explanation from tagline above tells about invitation argument between self and other. It is proved from the utterance on this tagline make a statement that dealing in condition when everybody likes the food in this place. It explained in optionality scale that indicates how far the performance of an illocution at the act choice of hearer (in this case other ). This is a way to the other makes a dealing or agreement which maximize the expression of

35 agreement between self and other. It is a way to avoid disagreement with other. This tagline can be categorized in agreement maxim. Excerpt 3 Nestle Good food, good life The tagline above tells about the condition that will be happened when eat food with high quality you get the profit from this food. This tagline shows the meaning that is implied in this clause and it is classified as politeness maxim especially agreement maxim. The maxim can be seen from the usage of good. This word wants to guide us to the reason that is based on statement of this tagline, there are two kinds as reasoning: The word good is agreement statement The word good is confirmation reason It is because the main character of this tagline talks about a negotiation process that refers to agree or disagree situation purpose. The explanation from tagline above tells about invitation argument between self and other. It is proved from the utterance on this tagline make a statement that dealing in condition about in healthy food can be found good soul. It explained in optionality scale that indicates how far the performance of an illocution at the act choice of hearer (in this case other ). This is a way to the other makes a dealing or agreement which maximize the expression of agreement between self and other. It is a way to avoid disagreement with other. This tagline can be categorized in agreement maxim. Excerpt 4 Hyundai New thinking. New possibilities. The tagline above tells about the possibilities can be happened because new thinking. This tagline shows what the meaning implied in this clause. It is classified as politeness maxim especially agreement maxim. The maxim can be seen from the usage word new. The word new gives interpretation to minimize the expression of disagreement between self and other; maximize the expression of agreement between self and other. It is related with Brown

36 and Levinson's positive politeness strategies of seek agreement and avoid disagreement, which both of them attach a great importance. However, it is being claimed that people totally avoid disagreement. It is simply observed that most of them choose to express agreement directly, rather than disagreement. It makes some images to people to think about argumentation of agree or disagree. The explanation from tagline above tells about invitation argument between self and other. It is proved from the utterance on this tagline make a statement that dealing in condition when you have new idea, you has a possibility too. It explained in optionality scale that indicates how far the performance of an illocution at the act choice of hearer (in this case other ). This is a way to the other makes a dealing or agreement which maximize the expression of agreement between self and other. It is a way to avoid disagreement with other. This tagline can be categorized in agreement maxim. Excerpt 5 Umbro Where next? The tagline above tells about asking what the next activities that people do after they use of this product. This tagline shows about the implied meaning in this clause and it is classified as politeness maxim especially agreement maxim. The maxim can be seen from the usage all the utterance. This utterance wants to explain about the next destination to do. In the fact, this tagline does not talk about previous sentence, but they want to explain the meaning. The other fact from this tagline wants make this product have as good quality as with another product. For information to explain this utterance, the researcher adds an information about minimizing the expression of disagreement between self and other; maximizing the expression of agreement between self and other. It is simply observed that this maxim much more direct in expressing agreement, rather than disagreement. The explanation from tagline above tells about invitation argument between self and other. It is proved from the utterance on this tagline make a

37 statement that dealing in condition about next destination to go. It explained in optionality scale that indicates how far the performance of an illocution at the act choice of hearer (in this case other ). This is a way to the other makes a dealing or agreement which maximize the expression of agreement between self and other. It is a way to avoid disagreement with other. This tagline can be categorized in agreement maxim. Excerpt 6 Djarum My life, my adventure The tagline above tells about the experience from someone about his life as wanderer. This tagline shows about the implied meaning in this clause and it is classified as politeness maxim especially of agreement maxim. The maxim can be seen from the usage of My life, my adventure. It leads the readers to have interpretations as though as this tagline wants convince and make an agreement to another. It means that this maxim giving a definition of minimizing the expression of disagreement between self and other; maximizing the expression of agreement between self and other. It is simply observed that they are much more direct in expressing agreement rather than disagreement. The explanation from tagline above tells about invitation argument between self and other. It is proved from the utterance on this tagline make a statement that dealing in condition about journey in own life is like an adventure. It explained in optionality scale that indicates how far the performance of an illocution at the act choice of hearer (in this case other ). This is a way to the other makes a dealing or agreement which maximize the expression of agreement between self and other. It is a way to avoid disagreement with other. This tagline can be categorized in agreement maxim. Excerpt 7 Dun Hill Fine ingredients for fine taste The tagline above tells about the condition to finds a good taste with good materials to get enjoyment as cigarette lover. This tagline shows about the implied meaning in this clause. It is classified as politeness maxim in the case of

38 agreement maxim. The maxim can be seen from the usage of fine. This word can be showed to us for the expression about minimizing disagreement between self to others [maximize agreement between self to other]. It leads the consumers to have interpretation that the word fine gives an argumentation about strategies of seek agreement and avoid disagreement that these have great importance thing and it is not being claimed that people totally avoid disagreement. As the role for context in this tagline, this word gives additional explanation to make the clause is related to an agreement expression. The explanation from tagline above tells about invitation argument between self and other. It is proved from the utterance on this tagline make a statement that dealing good materials in a composition, you can get a good taste too. It explained in optionality scale that indicates how far the performance of an illocution at the act choice of hearer (in this case other ). This is a way to the other makes a dealing or agreement which maximize the expression of agreement between self and other. It is a way to avoid disagreement with other. This tagline can be categorized in agreement maxim. 4.7 Discussion As mentioned in previous chapter, this research is expected to identify the occurrence of politeness maxim within the taglines in commercial break on television and internet, published in July 2014. The result of this study shows that there are politeness taglines in both sources, with the total numbers reached 30 politeness maxim taglines. However, the researcher found that politeness taglines were dominantly published on internet rather than television. There are 10 tact maxims which dominant in food and beverages brands. Generosity maxim has 6 turn. Approbation maxim has 6 turn in three brands, they are: food and beverages brands, motor brands, and electronic brands. Modesty maxim just has 1 turn and it is only found in sport brands. Agreement maxim has 7 turn which dominant in food and beverage brands. Sympathy maxim can not be found in all of brands. The sources collected on television and internet with dominantly in internet taglines.

39 All of the utterances of television and internet taglines produce implied meaning. However, the choice of word is not easy to understand such as technical terms that make customers confused, but they know the indirect meaning that conduct in every utterance or sentence. So that the customers learn whole utterance or sentence to know the meaning. The taglines use indirect utterance to make them attracted.

CHAPTER 5 CONCLUSIONS AND SUGGESTIONS Conclusions and Suggestions are the last chapter where the researcher draws the conclusions to answer the problem statements in Chapter 1 based on the analysis in Chapter 4. Besides, the researcher gives the suggestions for the other in relation to the topic of this thesis. Here are the conclusions and suggestions of the thesis: 5.1 Conclusions The total numbers of politeness maxim in the taglines of the commercial break on television and internet found on July, 2014 is 30 taglines. The internet taglines dominantly producing more maxim taglines rather than commercial break on television. Based on the analysis in the chapter 4, the researcher draw conclusion as follows. There are 10 tact maxim taglines found in both of the sources. They are found in 3 times in television taglines and 7 times in internet taglines. One of them, it is often found in food brands. This tagline has 4 times in taking turn. There are 6 generosity maxim taglines found in both of the sources. This tagline is only found in internet taglines. These politeness maxims are having in 5 brands. There are 6 approbation maxim taglines found in both of the sources. They are found in 3 times in television taglines and 3 times in internet taglines. The most of these taglines often found in food brands and motor brands. These taglines have 2 times into 2 brands. 40

41 There is 1 modesty maxim taglines found in both of the sources. It is just found in 1 times in television taglines. This tagline can be found in sport brands. This tagline is just 1 times in taking turn. There are 7 agreement maxim taglines found in both of the sources. They are found in 5 times in television taglines and 2 times in internet taglines. The one of these taglines often can be found in food brands. Sympathy maxim is not found in the data. 5.2 Suggestions Politeness maxim is an interesting phenomenon to learn and analyzed. This phenomenon can happen in any situation, whether in daily communication or in written sources. Based on this phenomenon, after completing this study, the researcher suggests for: 1. Television and internet readers Politeness maxim on commercial breaks is one of the problems for the readers in reading and understanding the meaning of the tagline. They may be confused about the interpretation of the meaning of utterances or sentences especially for those who read only focused on the tagline. To figure out the right interpretation and the exact meaning, they should understand the topic of the taglines and the context of situation. 2. Taglines Writers The writers and editors may make the utterances or sentences as interesting as possible but they have to determine whether the tagline will be easy to understand or not. The utterances or sentence may have clear combination, so that the readers do not know the mean. The writers may use the simple language to makes the readers understand. 41

42 3. English Learners and Researchers This study will be useful for the development of pragmatics theory, especially politeness theory of maxim in politeness maxim. 42

BIBLIOGRAPHY Brown, P. and Levinson, S. (1987) Politeness: Some Universals in Language. Cambridge: Cambridge University Press. Clow, Kenneth E., Baack, Donald. (2007). Integrated Advertising, Promotion, and Marketing Communications 3rd edition. Pearson Education. Engdahl. (2006). Empirical issues in syntax and semantics. Engdahl. C A. (2006). Internationell marknadsföring. i ett globalt perspektiv, Studentlitteratur, Danmark. Leech, G. (1966), English in Advertising, London: Longman Leech, G. (1983), Principles of Pragmatics, London: Longman Halliday, M.A.K. (1994). An Introduction to Functional Grammar (2 nd ed). London: Arnold. Fiske, S.T., & Taylor, S.E. (1991). Social Cognition (2 nd ed.). New York: McGraw Hill. Helen Gabriel, Rita Kottasz, Roger Bennett.(2006). Marketing intelligence &planning. Hackley. C., (2005) Advertising and Promotion: communicating brands, SAGE, London. Jobber. D., (2004) Principles and Practice of Marketing, 4th Ed, McGraw Hill Education, England: Berkshire. Lyons, J. (1995). Linguistic Semantics: An Introduction. Cambridge. Yule, George. (1996). Pragmatics. Oxford University Press. Zanot, E. (1981). Public Attitudes Toward Advertising.. In H. Keith hount (Ed.), Advertising in a New Age,. Provo, Utah: American. Academy of Advertising. http://dictionary.reference.com/ http://taglines.images.com/ Politeness maxim module from my teacher 43

APPENDIX APPENDIX: Taglines Pictures 44

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