Implicature on selected advertisements: a contrastive analysis

This thesis investigates about implicature on selected advertisements using contrastive analysis. The method is qualitative content analysis descriptive to describe and analyze the data. The writer selects ten advertisements which have contrastive implicature as the data and divides them into five pairs. This study aims to explore the implicature in the advertisements, also by this, the researcher will know how advertisements drop their rival in the same scope but different product and know the way of two products contrast. Therefore, this research tries to answer the implicature implied in each advertisement and the way of advertisements contrast implicature. This research has two research questions. First is about the implicature in selected advertisement. From all the data which have been described detail by the writer, implied that every advertisement want to be more excellent than others. The second question is about the way of the advertisement contrast. Bintang Toedjoe seems like wants to be higher or more important product than Tolak Angin. Extra Joss considers more superior than Kuku Bima because the product has no variant drink which means by drinking Extra Joss, the masculinity of man appears the masculinity of man is admitted. Pepsi and Coca-cola give impress peple to choose Either Pepsi or Coca-cola as the product which they trust the best for them. the word ‘again’ from AS seems that XL has been lied AS people, it means that AS is the best and the honesty product. The trial of Samsung and Iphone are only a proof which phone is suitable to be chosen and which phone is still working after passing the trials.