Work

Conversational Implicature in the Food Product Advertisement: There is Taste, There is Price

Year: 2025

Type: article

Abstract: This study explores the use of conversational implicature in the "Sasa Tepung Bumbu Premium Collection" advertisement, with a specific focus on the slogan "Ada Rasa Ada Harga" (There is Taste, There is Price). It aims to uncover how the advertisement conveys persuasive and symbolic messages through deliberate violations of Grice's maxims. Combining pragmatic discourse analysis with a multimodal framework, the study analyzes verbal utterances alongside visual elements such as gesture, tone, music, and scene composition. Findings reveal that the advertisement uses ambiguity, metaphor, and visual reinforcement to construct emotional and symbolic value. The novelty lies in its integration of implicature theory, affective marketing, and multimodal analysis in the Indonesian advertising context, offering both academic insights and practical implications for marketers.

Source: Asa Jurnal Penelitian Pendidikan dan Pembelajaran

DOI: 10.63709/ajppp.v2i1.7

Authors: Putri Ardina Setia Sari, Farida Yufarlina Rosita, Berlian Pancarrani

Institution: Universitas Islam Negeri Kiai Ageng Muhammad Besari Ponorogo

Language: English

Topic: Linguistics and Language Analysis

Subfield: Language and Linguistics

Field: Arts and Humanities

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4412370387

FWCI:

Cites: 23

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Related to: 10