A STUDY OF IMPLICATURE ON AIRLINE ADVERTISEMENT SLOGANS OPERATED IN INDONESIA

Slogan of advertisement is aimed to get people’s intention by company in promoting their product or service. There are many attractive words to convince the people and some of the companies use the words that have an implied meaning. In this study called implicature. Implicature is an additional meaning. And in this research, the implicatures are used in airline advertisement slogans. Therefore, this research tries to answer, what the implicatures implied by slogans used in commercial airlines advertisement slogans that operated in Indonesia? This research uses Grice’s implicature theory to conduct this research. Then, the writer uses descriptive qualitative method to descibe the implicature in slogan. The data of this research are slogan of each website of airlines. Then, in analyzing data, sthe writer has some ways: (1) by analyzing the context of the slogan, (2) by describing the implied meaning, (3) by categorizing the kinds of the slogan in implicature.After analyzing data, despite finding the intended meanings of the airline advertisement slogans, this research also find 35 of conversational implicature and 1 of conventional implicature from 36 slogans which is from those 35 of conversational implicature, there are 16 generalized conversational implicatures, 19 particularized conversational implicatures and no found in scalar implicature.