The Implicature Analysis of English Slogan on Car Advertisements and Its Application in Teaching Reading

Abstract

This study concerns with the analysis of implicatures of English slogan on car advertisement and its application in teaching reading. This study is conducted in order to find out the implicature of English slogan on car advertisement and to explain the application in teaching reading. People should use their knowledge to draw the implicit meaning of the slogan because, mostly the English slogan on car advertisement employ implicature. The objectives of this study are to identify the types of implicature used in English slogans on car advertisement, and to describe the application of the implicature of English slogans on car advertisement in teaching reading. This study is belong to descriptive qualitative research. The instrument of this study is the researcher herself since the researcher analyzed twenty five English slogans on car advertisements. The researcher uses documentation as the technique of collecting data. The data are downloaded from the internet and selected which published on 2015 until 2017 in YouTube. The collected data analyzed using implicature theory. From data which have been analyzed, it is found that 25 data of English slogan on car advertisement employ implicature. The implicature of English slogan on car advertisement includes 4 (16%) data are generalized conversational implicature, 8 (32%) data are particularized conversational implicature, and 13 (52%) data are conventional implicature. Moreover, implicature analysis would be applied in teaching reading at eleventh grade students of Vocational High School which proper in expression suggestion and offer on syllabus of K13 in basic competence 3.1.