FUNGSI IMPLIKATUR PADA IKLAN KEKERASAN TERHADAP HEWAN (TIER IM RECHT)

Abstract

This research is focused on identifying implicature functions in utterances found in animal abuse campaign advertisements composed by Tier im Recht organization. The campaign is executed online through advertisement media, in which are printed on postcards sold on the organization’s web page. Searle’s illocutionary acts theory that consists from assertive, declarative, commissive, expressive, and directive becomes the fundamental categorization of implicature functions. Descriptive method with qualitative approachment is applied to analyze the implicature function in utterances that require a combination of visual and textual contexts, and the data gathering through observation is implemented by downloading
eleven data samples that are advertisement images from the web page, which later proceeded to be transripted into written data that will be used for analyzing implicature functions as a part of data reduction step in flow model by Miles and Huberman. Results shown that five implicature functions are identified in the written data samples of analyzed utterances, with declarative implicature function appeared with the most amount. The organization often used declarative implicature function in order to change the reader’s world by stating the innocence condition. The act si intended by the organization to raise reader’s awareness on freeing animals from abuse which was supposed to be spoke up for.