Mustofa, Amin. 2010. Maxims of Grice’s Cooperative Principle in advertisement
Headlines taken from TIME magazine from January through December 2008
English Letters Program, Language and Letters Department, The State Islamic
College of Surakarta.
First Advisor : Drs. Giyoto, M. Hum
Second Advisor : MZ. Muttaqien, S.S
Key word : Cooperative principle, Headline of advertisement.
This research was a descriptive qualitative one. It was aimed at drawing
the exploitation of maxims of Grice’s Cooperative principle done by the
advertisers in making headlines of advertisement. This research was stimulated by
the fact that an advertiser must create interesting advertisement headline so that
the advertisement read by people. For this reason, the advertiser tended to infringe
the principle established by Grice. According to Grice, in conducting a
conversation each participant should give true, informative, and relevant
information, and construct the information briefly and clearly without ambiguity
The source of data of this research taken from TIME magazines published
from January through December 2008. from those magazines, the writer collect
20 headlines of advertisements.
There were four steps in analyzing the data. The first step was drawing the
context of situation of the data. Then, the writer analyzed the maxims of
cooperative principle used in the headlines to see whether the headlines had
obeyed all the maxim or not. The third step was finding out the implicated
meaning of the headline. This was done by seeing the context of situation drawn
before. And the last step was drawing the distribution of the maxims in each
From the analysis, it can be found that advertisers tend to violate the maxims
of cooperative principles in making headline of advertisements. From 20 data,
there are 16 data (80%) obeying the maxim of quality and 4 data or 20% violate
the maxim of quality since they give information that cannot be believed to be
true. There are 8 data (40%) fulfilling the maxim of quantity and 12 data (60%)
infringe the maxim of quantity. There are also 8 data (40%), which obey the
maxim of relevance. This means that there are 12 data (60%) infringe maxim of
relevance. There are 14 data (70%) obeying maxim of manner and 6 data infringe
maxim of manner.