CHAPTER I-V - Digilib UIN Malang

2.5 Previous Studies
This study has a close relation to the previous studies, but has different
perspectives in applying the theory of explicature. Suliha (2004) focuses her
research on the explicatures and themes found in the food advertisement in
Indosiar television. She found that the advertisers of the food advertisements have
high creativity in serving advertisement in the way of promoting the products. She
stated that the data can be called by explicature when fulfills the requirements of
cooperative principles. Some advertisers obligated the four maxims; (the maxims
of quantity, the maxims of quality, the maxims of relevance and the maxims of
manner). However, she only presented the three or two maxims in producing the
advertisements, those are; maxims of quantity, maxims of quality, and maxims of
relevance. Moreover, she found that every sentence or utterance must bring the
theme as a central idea. The themes found in the food advertisement on Indosiar
television are expressed in the whole utterances of each datum followed by the
context. Most themes represent the ideas of the advertisers as the way of
persuading their products. They express the theme explicitly. In conclusion, she
stated that the utterances used by the advertiser of the food advertisements in
Indosiar television employed the explicature and high level of explicature.
Basori (2005) focuses on analyzing the printed advertisement of “A” Mild
cigarette which is produced by PT. Hanjaya Mandala Sampoerna using the theory
of explicature as the part of relevance theory of Dan Sperber and Deidre Wilson.
The advertisements of “A” mild as the core of information used to persuade
public about the advantage of the cigarette products are printed in the forms of