CONVERSATIONAL MAXIMS IN RADIO ADVERTISEMENTS: A Comparative Study between Public Service Advertisements and Commercial Advertisements

Meila Handayani, - (2007) CONVERSATIONAL MAXIMS IN RADIO ADVERTISEMENTS: A Comparative Study between Public Service Advertisements and Commercial Advertisements. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu/

Abstract

This study entitled Conversational Maxims in Radio Advertisements (4 Comparative Study between Public Service Advertisements and Commercial Advertisements uses a descriptive qualitative method. The purpose of this study is to examine the differences between Public Service Advertisements (PSAs) and Commercial Advertisements in terms of their pragmatic features by using the theory of Paul Grice's Conversational Maxims, namely the maxim of quality, quantity, manner and relevance. Data are taken from RRI station advertisements, which consist of 15 Public Service Advertisements and 15 Commercial Advertisements The result shows that in PSAs, the maxim of manner have the highest frequency of occurrence (45.7 %), followed by the maxim of quantity (28.6%), the maxim of quality (20.0 %) and the maxim of relevance (5.7 %). Meanwhile, Commercial Advertisements fail to observe the maxim of quality amounted to 41.0 %, followed by the maxim of quantity (25.6 %), the maxim of manner (20.5 %) and the maxim of relevance (12.8%). In PSAs, failures to observe the maxims, especially the maxim of quantity and the maxim of manner occur because PSAs are supposed to give information to the public as clear as possible by emphasizing information or overstating claims. In Commercial Advertisements, failures tend to occur because this kind of advertisement aims to give information about products or services in an overstated claim for the sake of financial gains. In conclusion, Conversational Maxims fail to be observed with the intention of attaining communication purposes in advertisements.

Item Type: Thesis (S1)
Uncontrolled Keywords: radio advertisements, public service advertisements, commercial advertisements
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Pendidikan Bahasa dan Sastra > Jurusan Pendidikan Bahasa Inggris
Depositing User: Fadila Fidini
Date Deposited: 15 Nov 2022 02:17
Last Modified: 15 Nov 2022 02:17
URI: http://repository.upi.edu/id/eprint/82922

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