THE FLOUTED MAXIMS IN THE COOPERATIVE PRINCIPLES IN DURABLE GOODS ADVERTISEMENTS IN "TIME MAGAZINE" (FROM OCTOBER 2002 TO SEPTEMBER 2003)

Abstract

In the daily communication, a speaker tends to speak dIrectly when he or she tries to convey a message It also happens in durable goods advertisements In this way an advertiser tries to express her or his ideas to influence the readers to consume the product advertised. The problem of this study is·· What maxims in the Cooperative principle are flouted m durable RO<Jd\ acfrertH·ement\ 111 "71Ml \faga=me (from October 2002 to septemher 2003) J" From this problem. this stud) generally was anned at invest gating the maxims in the Cooperative Pnnciple that are flouted in durable goods advertisements in "TIME Magazine" (rrom October 2002 to September 2003) The research design used in this study was descnptive qualitative combined with quantitative. The types of the data were qualitative and quantitative. The qualitative data were in the fonn of written discourse. and the quantitative data are in the fonn of numbers. The data was taken proportionally from TIME Magazine. To analyze the qualitative data. this study used the theory of Gnce's Cooperative Pnnctple (l 975 ). while for the quantitative data, this study used Ali's theory of percentage fonnuJa. 1The result showed that the Quantity max in , the Quality maxim. the Relation maxim, and the Manner ma,xim were flouted m the durable goods advertisements The flouted Quantit) maxim had 19.23°,o. The flouted Quality maxim had 57,69°'0. The flouted Relation maxim had 19,23%. And flouted the Manner maxim had 3,84%. All of these situations were supported by the attentive factors that would help the readers to mterprel the content of the advertisements. This reveals that in this study, the Qualtty maxim dominant in the durable goods advertisements in order to persuade the readers to buy the product advertised.