Implikatur pada  Iklan Hand Sanitizer di Televisi Selama Pandemi Covid-19

Implicature of Hand Sanitizer Advertising on Television During the Covid-19 Pandemic

Penelitian ini bertujuan mendeskripsikan (1) jenis dan fungsi implikatur pada iklan hand sanitizer di televisi selama pandemi Covid-19  dan (2) faktor yang memengaruhi adanya implikatur pada iklan pada iklan hand sanitizer di televisi selama pandemi Covid-19. Penelitian ini merupakan penelitan deskriptif-kualitatif yang berfokus pada pendeskripsian jenis dan fungsi implikatur serta faktor yang memengaruhi adanya implikatur pada iklan pada iklan hand sanitizer di televisi selama pandemi Covid-19 . Data pada penelitian ini berupa tuturan pada iklan hand sanitizer yang didapat menggunakan metode Simak Bebas Libat Cakap (SBLC) dan teknik rekam serta teknik catat. Selain itu, instrument yang digunakan saat mengambil data yaitu alat rekam dan alat tulis. Data dianalisis menggunakan teori dan pendekatan pragmatik yang lebih berfokus pada implikatur. Hasil yang didapat yaitu (1) terdapat dua jenis implikatur, yaitu implikatur konvensional dan implikatur percakapan. Implikatur konvensional ditemukan  pada 9 data dan implikatur percapakan ditemukan pada 1 data. Fungsi implikatur yang ditemukan yaitu memberi tahu, menganjurkan, mengajak, dan menasehati dan (2) Faktor yang memengaruhi penggunaan implikatur pada pada iklan produk hand sanitizer di televisi selama masa pandemi Covid-19. Faktor tersebut ialah faktor kebutuhan masyarakat dan ke-efektifitas-an produk.

This study aims to describe (1) the types and functions of implicatures in hand sanitizer advertisements on television during the Covid-19 pandemic and (2) factors that influence the presence of implicatures in advertisements for hand sanitizer advertisements on television during the Covid-19 pandemic. This study is a descriptive-qualitative research that focuses on describing the types and functions of implicatures as well as factors influencing the presence of implicatures in advertisements for hand sanitizer advertisements on television during the Covid-19 pandemic. The data in this study are in the form of utterances on hand sanitizer advertisements obtained using the Listen Free Libat Cakap (SBLC) method and recording and note-taking techniques. In addition, the instruments used when taking data are recording equipment and writing instruments. The data were analyzed using theory and pragmatic approach which focused more on implicature. The results obtained are (1) there are two types of implicatures, namely conventional implicatures and conversational implicatures. Conventional implicature is found in 9 data and conversational implicature is found in 1 data. The functions of the implicatures found are informing, advocating, inviting, and advising and (2) Factors influencing the use of implicatures in advertising for hand sanitizer products on television during the COVID-19 pandemic. These factors are factors of community needs and product effectiveness.