Implicature of Public Service Advertising Discourse and Pragmatic Implications on Electronic Media

Abstract

Public service advertising makes people aware and organizes their positions to dissolve problems. Conventional implicature is a literal definition, for example, expressed by structural elements of a sentence. Implicature of conversation is pragmatic implications taken through the principle of conversation. This study addresses (1) the type of implicature on public service ads on Instagram posts, (2) pragmatic implications on public service advertising on Instagram posts, (3) the implementation of electronic media community service ads as nonformal education. This study uses qualitative methods with conversations/statements in public service ads published by Instagram social media (@dinkeskaranganyar, @juliatmono.1, @unicefindonesia, @kemenkes_ri, @p2ptmkemenkesri, @rsnirmalasuri) in December 2020-October 2021. Documentation methods collect data. Of the 116 data found, 74% were conventional implicature, while 26% were conversation implicature. The pragmatic implications of public service advertising are classified into 7: the implications of calling, informing, insinuating, reminding, asking, informing, and suggesting. Public service ads on social media Instagram contain conventional implications and conversations, then the conversations/statements of the ad have pragmatic implications.