The Flouting of Conversational Maxims in Make-Up Advertisements Found in People StyleWatch Magazine

https://doi.org/10.22146/lexicon.v4i1.42131

Fifi Rania Maulida(1*)

(1) Universitas Gadjah Mada
(*) Corresponding Author

Abstract


This research aims to identify the types of conversational maxim that are flouted in the headlines and taglines of make-up advertisements found in three issues of People StyleWatch magazines published in August, September and October 2015, to study the implied meaning, and identify actions that a woman should take to be considered an ideal woman suggested by make-up advertisements. The result of the research shows that there are 25 headlines and taglines which flout the conversational maxims, namely maxims of quantity, maxims of quality, maxims of relation, andthe combination of the maxims. The result also shows that there are seven actions that a woman should take to be considered an ideal woman represented in each headline and taglines, namely wear make-up, wear make-up all day and everywhere, become beautiful in a fast and easy way, wear bold make-up, wear make-up to make the face healthier, wear make-up like models on the runway, and wear make-up everyday.

Keywords


cooperative principle; conversational maxims; flouting of conversational maxims; headlines and taglines; make-up advertisements; ideal woman

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References

Asemah, E. S., Anadu, K. S., &Edegoh, L. O. N. (2013). Behind Advertising: The Language of Persuasion. International Journal of Asian Social Science, 3(4), 951-959. Retrieved September 19, 2015, from http://www.aessweb.com/pdf-files/ijass-3(4)-951-959.pdf.

Cutting, J. (2002). Pragmatics and Discourse: A resource book for students. London: Routledge.

Grice, P. H. (1975). Logic and Conversation. Berkeley: University of California.

Mey, J. L. (2001). Pragmatics: An Introduction. Maiden: Blackwell Publishing.

Yule, G. (1996). Pragmatics. New York: Oxford University Press.

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Longman Dictionary of Contemporary English. Retrieved from http://www.ldoceonline.com/

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Internet Sources

http://free-magazines-download.com/style-beauty/62905-people-stylewatch---august-2015.html. Retrieved September 30, 2015

http://free-magazines-download.com/style-beauty/69471-people-stylewatch---september-2015.html. Retrieved September 30, 2015

http://free-magazines-download.com/style-beauty/75357-people-stylewatch---october-2015.html. Retrieved September 30, 2015



DOI: https://doi.org/10.22146/lexicon.v4i1.42131

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Copyright (c) 2015 Fifi Rania Maulida

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