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

Full Text:

PDF


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.

Online Dictionaries

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

Oxford Dictionary. Retrieved from http://www.oxforddictionaries.com/

Oxford Learner’s Dictionary. Retrieved from http://www.oxfordlearnersdictionaries.com/

Spokesmodel. (n.d.). In Merriam-Webster’s online dictionary. Retrieved from http://www.merriam-webster.com/dictionary/spokesmodel

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

Article Metrics

Abstract views : 1052 | views : 821

Refbacks

  • There are currently no refbacks.


Copyright (c) 2015 Fifi Rania Maulida

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


Lexicon Office

English Department
Faculty of Cultural Sciences,
Universitas Gadjah Mada
Soegondo Building, 3rd Floor, Room 306
Yogyakarta, Indonesia 55281
Telephone: +62 274 513096
Email: lexicon.fib@ugm.ac.id

ISSN: 2746-2668 (Online)
ISSN: 2302-2558 (Print)

Web Analytics View Stats

Creative Commons License
LEXICON is licensed under a Creative Commons Attribution 4.0 International License.