KETAATAN DAN PELANGGARAN IKLAN TELEVISI TERHADAP PRINSIP KERJA SAMA

Ening Herniti

Abstract


Abstract: Speech is always based on a specific purpose. It happens on an ad. Ads will not exist without a message. The message can be showed in the blended form of verbal and nonverbal messages. Verbal messages in the television advertising are in the form of conversation, while the nonverbal messages can include images, color, and sound. Each speech can be assumed that there is cooperation between the speaker and the opponent. The cooperation in speech by Grice-called principles of cooperation. However, in practice it is common the speaker violating the principle. The Television ads are also violating the maxim agreed by the principles of cooperation. However, the television advertising for the certain restriction also remains obedient to the maxims. The Violations in television advertising are actually implied by the advertiser so that the potential customers are interested in and believe in their products with the hope of taking them.

Abstrak: Tuturan selalu dilandasi maksud tertentu. Demikian halnya dengan sebuah iklan. Iklan tidak akan ada tanpa adanya pesan. Pesan yang disampaikan dapat berbentuk perpaduan antara pesan verbal dan pesan nonverbal. Dalam iklan televisi pesan verbal berupa percakapan, sedangkan pesan nonverbal dapat berupa gambar, warna, dan bunyi. Setiap pertuturan dapat diasumsikan terdapat kerja sama antara penutur dan lawan tutur. Kerja sama dalam pertuturan oleh Grice disebut prinsip kerja sama. Namun, dalam pelaksanaannya tidak jarang penutur melanggar prinsip kerja sama tersebut. Iklan televisi juga banyak melanggar maksim yang dicanangkan oleh prinsip kerja sama. Namun, iklan televisi dalam batas-batas tertentu juga tetap taat pada maksim-maksimnya. Pelanggaran dalam iklan televisi sebenarnya ada yang diimplikasikan oleh pengiklan  agar calon konsumen tertarik dan percaya kepada produknya dengan harapan akan mengkonsumsinya.

 

Permalink/DOI: http://dx.doi.org/10.15408/dialektika.v2i2.3624

 


Keywords


pragmatik; prinsip kerja sama; maksim; ketaatan; pelanggaran; pragmatics; cooperation principle; maxim; compliance; violaton

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DOI: https://doi.org/10.15408/dialektika.v2i2.3624 Abstract - 0 PDF - 0

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Dialektika : Jurnal Bahasa, Sastra, dan Pendidikan Bahasa dan Sastra Indonesia, P-ISSN : 2407-506X E-ISSN : 2502-5201

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