Associative Meaning of Pornography in Printed Media Advertising Products: A Pragmatic Study

Abstract

Pornography is not private or taboo in current mass media. In advertising products, pornography is an important element of concern. This research studies deeply speech strategies and implicature of advertising products containing associative meanings of pornography. Speech acts and scheme theories are employed as a tool of analysis. Speech acts theory used to understand types and strategies of the advertising texts of associative meaning of pornography, and the schema theory to understand textual meanings of the advertising texts which represent meanings and their implications. Through a qualitative approach, the data select samples of the advertising products from magazines, tabloids, and newspapers as the data source. The data are taken by using technique of scrutinizing, reducing, and classifying the associative meanings of pornography. Data validation is done by triangulation of data through questionnaires and focus group discussion. Data analysis used textual and contextual analysis. The analysis is directed to the markers surrounding the speech act types and strategies and the implication of the text. The findings of associative meaning of pornography in advertisements tend to be realized with an indirect literal strategy, reflected in the tendency of using the pre-conditioned assertive and directive speech acts. In this case the associative meaning of pornography in respect to the matter of lechery expressed vaguely. Implicature of the associative utterances of pornographic advertisement cannot be separated from the schematic knowledge supporting role of textual information, contextual assumption and implicatures texts related to the problem of lechery.

Keywords: Text, Scheme Knowledge, indirect, non-literal, and lechery.