AN ANALYSIS OF IMPLICATURE USED IN CIGARETTES’ SLOGAN FOUND ON THE BILLBOARDS

Abstract

Cigarette’s slogan is one of the creative worksand special strategyto express the meaning of
slogan’s cigarette that can be found on the billboards around the streets. The meaning of the
words created in the slogan are full of implied meaning or implicature. The study focus on
the implicature that expressed in in the cigarette slogans. The manufacturers usedthe strategy
in order to attract the attention of the audiences, and as a mean of selling,persuading people to
buy the product, promoting, and creating brand image of their products. In this study the
writer used some theories in terms of implicature, slogan, contexts, and meaning of words
(Grice, 1975, Crabtree, 1991). Implicature is the implied meaning behind words and pictures
that needs to be studied in order to know the meaning behind that.The data were all of the
words that consist of implied meaning in the cigarettes’ slogans. The results showthat the the
cigarette products have their own slogan, message, lifestyle and they are suitable for certain
community. The meaning of the words in the slogans imply some messsage to attract certain
people such as people who likes having adventure, being more prestigious, etc. The implied
meaning in the words are influenced by some contexts that exist in the products for example
physical context, linguistics context, and epistemic context. These contexts have important
role to reveal true intent, purpose and meaning of the cigarette slogans. So, the reader and
costumer can identify and understand the ideas of the slogans.

Keyword: Implicature, Slogan, Physical Context, Linguistic Context, Epistemic Context.