Membedah Relevansi dalam Iklan “WRP”

Abstract

According to Sperber and Wilson, communication in advertisement is ostensive-inferential communication. This communication needs contextual effect and ostensive stimulus which was known to listener's (market segmentation). In WRP 6 day diet pack ad, advertising agency employs some contextual effect and ostensive stimulus to make listener interested and wanted to buy the product. To explore about the communication in WRP 6 day diet pack ad, this paper employs pragmatics method, especially relevance theory. Tanaka says that relevance theory serve comprehensive account to investigate speeches in order to get speaker meaning. The result of this research is advertising agency (speaker) addressed this ad to middle high class women as market segmentation (listener). Advertising agency also employed some contextual effect such as body discourse, health discourse, and others diet program and also employed ostensive stimulus such as color and font size to make high relevance speech.