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All Journal Journal Transformation of Mandalika Journal of Media, Sciences and Education
Izabella Ramadhani Putri
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Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Medicine & Pharmacology Physics

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Implikatur percakapan pada bahasa iklan produk pasta gigi pepsodent di kanal youtube Izabella Ramadhani Putri
Journal Transformation of Mandalika, e-ISSN: 2745-5882, p-ISSN: 2962-2956 Vol. 7 No. 1 (2026): Januari
Publisher : Institut Penelitian dan Pengembangan Mandalika Indonesia (IP2MI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/jtm.v5i8.3801

Abstract

Penelitian ini bertujuan untuk mendeskripsikan bentuk atau jenis implikatur percakapan serta fungsi-fungsi yang terdapat pada tuturan dalam bahasa iklan pasta gigi Pepsodent di kanal YouTube. Penelitian ini menggunakan teori pragmatik sebagai landasan analisis, mengingat pragmatik membahas makna ujaran dalam konteks komunikasi tertentu. Penelitian ini bersifat kualitatif deskriptif, dengan data yang diperoleh melalui metode simak yang dilanjutkan dengan teknik transkripsi. Analisis data dilakukan menggunakan tiga metode, yaitu metode padan dengan teknik pilah unsur penentu (PUP), metode agih dengan teknik bagi unsur langsung (BUL), dan metode analisis deskriptif.Hasil penelitian menunjukkan bahwa terdapat berbagai tuturan dalam iklan Pepsodent yang mengandung bentuk implikatur percakapan umum maupun khusus. Bentuk implikatur ini mencerminkan strategi komunikasi yang digunakan untuk menarik perhatian penonton, membangun citra produk, dan menyampaikan pesan persuasif secara halus. Selain itu, setiap tuturan memiliki empat fungsi implikatur utama, yaitu fungsi representatif/asertif, fungsi direktif, fungsi komisif, dan fungsi ekspresif. Fungsi-fungsi ini membantu penonton untuk memahami maksud tersirat iklan, meningkatkan kesadaran terhadap keunggulan produk, dan memotivasi tindakan tertentu, seperti membeli produk.Penelitian ini memberikan kontribusi penting dalam memahami cara bahasa digunakan secara strategis dalam media promosi dan menekankan pentingnya analisis pragmatik untuk mengungkap makna tersirat dalam komunikasi iklan. Temuan ini juga dapat menjadi referensi bagi peneliti bahasa, praktisi periklanan, dan pengembang media promosi untuk merancang komunikasi yang lebih efektif dan persuasif
Conversational Implicatures in Advertising Language of Pepsodent Toothpaste Products on Youtube Channel Izabella Ramadhani Putri
Jurnal Pengetahuan dan Pendidikan Vol 4 No 1 (2025): Journal of Media, Sciences and Education
Publisher : Yayasan Baru Haji Samsudin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/jomet.v4i1.103

Abstract

This research aims to describe the form or type of conversational implicatures and functions contained in speech in the language of Pepsodent toothpaste advertisements on YouTube channels. The field of linguistics that is relevant in carrying out analysis in conversational implicature research is pragmatic theory. This research is descriptive qualitative in nature. The data collection method used in this research is the listening method followed by transcription techniques. Meanwhile, there are 3 methods used to analyze data in this research, namely the matching method with the basic technique used in this matching method, namely the determining element sorting technique (PUP), then the collection method with the basic technique for direct elements (BUL), as well as the analysis method. descriptive. The results of the discussion in this research show that there are several utterances that contain general conversational implicatures and specific conversational implicatures. And every utterance has 4 implicature functions, namely representative/asertive function, directive function, commissive function and expressive function.
Conversational Implicatures in Advertising Language of Pepsodent Toothpaste Products on Youtube Channel Izabella Ramadhani Putri
Jurnal Pengetahuan dan Pendidikan Vol 4 No 1 (2025)
Publisher : Yayasan Baru Haji Samsudin

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to describe the forms or types of conversational implicatures and their functions in utterances found in Pepsodent toothpaste advertisements on YouTube channels. The research uses pragmatic theory as its analytical framework, since pragmatics examines the meaning of utterances within specific communicative contexts. This research is qualitative and descriptive in nature, with data collected using the listening method followed by transcription techniques. Data analysis was conducted using three methods: the matching method with the determining element sorting technique (PUP), the distribution method with the direct element distribution technique (BUL), and descriptive analysis.The results show that various utterances in Pepsodent advertisements contain both general and specific conversational implicatures. These implicatures reflect communication strategies used to capture viewers’ attention, build the product’s image, and convey persuasive messages subtly. Furthermore, each utterance has four main implicature functions: representative/assertive, directive, commissive, and expressive. These functions help viewers understand the implied meanings, increase awareness of product advantages, and motivate specific actions, such as purchasing the product.This study provides important insights into how language is strategically used in promotional media and highlights the significance of pragmatic analysis in revealing implied meanings in advertising communication. The findings can serve as a reference for linguistics researchers, advertising practitioners, and media developers to design more effective and persuasive communication strategies in future marketing campaigns
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