According forms higher on the scale is the

According to Yule (1996:41), the negative of all forms
higher on the scale is the basis of scalar implicature when any form in a scale
is asserted. In this research, the researcher used some advertisement as an
object of this study. Advertising is news to encourage, persuade the public to
be interested in the goods and services offered. Notice to audiences about
things and services, installed in mass media such as newspapers and magazines,
or in public places. In general, the advertisement is the presentation of non
personal information about a product, brand, company, or store that is executed
with certain cost compensation. Therefore, advertising is a communication
process that has the purpose of persuading or attracting the crowd to take
actions that benefit the party who created the advertisement.

There are 5 advertisements, consist of three
advertisements about food and drink, second consist of one advertisement about
animal food, and the last is advertisement about furniture especially spring
bed.

This first advertisement is comes from Florida. The
kind of this advertisement is about product of some drink especially orange
juice. The name of this product is Florida Orange Juice. In this advertisement,
the data of scalar implicatures are the word ‘much’ and ‘always’. The word
‘much’ can be seen in sentence ‘Drink this much Florida Orange Juice every
day!’ and the word ‘always’ can be seen in the sentences ‘Always ready to serve
at a moment’s notice’ and in the sentence ‘Always drink a full big glass of
Florida Orange Juice every single day’.

The first word is the word ‘much’ in the sentence
‘Drink this much Florida Orange Juice every day!’, in that word can be seen
that by choosing the word ‘much’ in that sentence creates an implicatures
(+> in big scale, +> large scale). It is means that the company of this
product wants that the reader consumes this product in big scale. The word
‘much’ in that sentence is used as persuasive tool which used by the company.
The other word is the word ‘always’. The word ‘always’ in this advertisement is
the scale of frequency which can creates an implicatures (+> in routine,
+> every time, +> everyday). The company use the word ‘always’ in this
advertisement is to give suggestion to the reader or customer. It is means that
the company of this product wants or hopes that the readers consume this product
routinely. In short, the company use the word ‘always’ to persuade by giving
suggestion to the consumer.

The second advertisement is Blizzard Fruitz. This is
about food advertisement. The word of scalar implicature which could be found
is the word ‘all’. The word ‘all’ could be found in the sentence ‘All Natural’.
The explanation of this word is this word in this advertisement creates an
implicature (+> no one chemical ingredient in this product, +> no one
left). From the analysis can be said that the producer want to persuade or only
give information to the reader if their product is safe, without chemical
ingredients. The company use the word ‘all’ to make sure that their product is
safe to consume because they not use chemical ingredients in their product. By the
using word ‘all’ in the sentence ‘all natural’, it look like that the word
‘all’ can build some assumption that the product is really safe to consume in a
long time and the company hopes that the consumer will believe that their
product is believable and has good quality.

Next advertisement is about food product which comes
from McD. The scalar implicature which could be found in this advertisement is
the word ‘most’. The word ‘most’ can be seen in the sentence ‘The most popular
sticks in the NHL’. The word ‘most’ in the advertisement creates implicature
(+> very well-known if compared with another product, +> highest level).
From the analysis of this advertisement can be said that the factory want to
say to the reader or public if their product is very famous and also persuade
the reader to buy their product. In addition, from the way how the company
shows that their product is very well-known and in highest level, they also
want to show that their product is believable. Also, they want to show to the customer
that their food or their product is high quality, maybe from the taste or maybe
the packaging. According to writer’s opinion, maybe because their product is
very well-known, it can be seen how the factory choose the word and it can be
concluded that they want persuade the public that their product is yummy or
have good quality. The word ‘most’ in this product is used by the company to
persuade and to give information to the customer or the reader.

The fourth advertisement is comes from animal food product.
The name of the product is Friskies 7. The word of scalar implicature of this
advertisement is the word ‘all’. That word can be seen in the sentence ‘All
players will be automatically entered into a sweepstakes for the chance to win
a trip to Las Vegas’ and in the word ‘7 Cat Favorites All in one Dish!’.  The word ‘all’ creates implicature (+> no
one left).

In this advertisement can be seen that maybe how the
company used scalar word is look different with other advertisement. In the
advertisement before, all of them have persuaded the reader or the public to
consume or to buy their product. While in this product, the company use scalar
word ‘all’ in the sentence ‘All players will be automatically entered into a
sweepstakes for the chance to win a trip to Las Vegas’ not only used to
persuade the reader to buy their product, but in this product, the producer use
the scalar word to give information to the public that all people or customers
include in sweepstakes list and they will have same opportunity to become a
winner. No one costumer which not follow the quiz or the sweepstakes. In the
sentence ‘All players will be automatically entered into a sweepstakes for the
chance to win a trip to Las Vegas’ the company use the word ‘all’ to give
information to the customer and also to persuade the customer to buy their
product. The company want make perception in the customer’s eye that if they
buy this product, they will have chance to have trip to Las Vegas.

            In
the other hand, the company use the word ‘all’ in the sentence ‘7 Cat Favorites
All in one Dish!’ also to give information and to persuade the reader. The word
‘all’ in that sentence builds perception in customer’s eye that the product is
really complete. When the customer knows about this fact, the company hopes
that they will buy this product. Also, the company wants to show to the public
that their product is good.  The producer
persuades the reader with that word to show that no one cat’s favorite food which
not include in this product. It is means that this product is very complete.

The last advertisement is comes from furniture
product. The scalar word which can be found in this advertisement are the word
‘all’ and the word ‘many’. The word ‘all’ can be seen in the sentence ‘30% off
all beds’. While the word ‘many’ can be seen in the sentence ‘Many more great
saving in-store’.

The explanation of the word ‘all’ in the sentence ‘30%
off all beds’ can creates implicature (+> no one bed with no discount, +>
no one left). Further information from this word is the producer want to give
information if their product was being discount for 30%, no one bed with no
discount. In addition, in that sentence looks that the company gives that
sentence to give information and to persuade the public to buy their product
with give discount 30%. When the customer knows that the product is giving
discount, the company hopes that the customer will interest to buy their
product.

While the word ‘many’ in the sentence ‘Many more great
saving in-store’ used to show quantity. It can be analyzed that the word ‘many’
can creates implicature (+>in big scale, +> big number, +> large
scale, +> abundant). From the word can be analyzed that the stocks of the
beds is in big scale or can be said that the store has stock in big number. The
purpose of this sentence also to persuade the reader, they want showing that
they have big stock, so the buyers do not worry about the stock. Also, they
want to show to the customer that their company is large company because they
are brave to have abundant stocks. Normally, when people knowing that the store
has abundant stock it is mean that the store is the big store, they will assume
that the price will cheaper than another store.

The
brief and simple analysis can be seen in the chart of analytical construct of
this paper. The chart is illustrated on the next page.