Bahasa Iklan: Mangatakan yang Tidak Dikatakan
Abstract
Advertisement, in Paul Stevens's point of view, is part of human's daily life (Stevens in Eschholz et al, 1978:74). As part of everyday life, human cannot avoid hearing or reading the advertisements. Consequently human is to arrive at some certain understanding about the advertisements they hear or read in their surrounding. Most advertisements, either television ones or printed ones, are not referentially understandable. Instead, they are mostly understandable in terms of inferences. That is to say that in order to arrive at further understandings, the advertisements need to be understood in two ways. First it should be understood in terms of referential meanings, and secondly in terms of inferential meanings.