Conversation in Advertising at Public Radio of Denpasar City Cokorda Istri Sri

This study aims to analyze the structure and the type of speech acts, as well as the maxims of conversation in ten adverstisement spots, aired by LPPL Public Radio of Denpasar City. Data were collected through observation, recording and note-taking. I analyzed the data qualitatively with an inductive technique. Results indicated that there were three conversation structure models srealized in the conversation broadcast on the Public Service Advertisement by LPPL Public Radio. Negative speech acts were found in nine of the advertisement spots. Quality and quantity maxims were found in nine advertisement spots too; maxim of relevance and manner were found in ten advertisement spots. The models of turn talking, adjacency pair and overall organization using positive speech acts and maxims of quality, quantity, relation and manner were required for the conversation in the advertisement. Maxim of manner plays a crucial important role in the delivery of messages. There are significant correlations of the topic with the maxims realized. These comprise turn talking model requiring positive speech acts in the maxim of quality and maxim of relevance and the adjacency pair model requiring positive speech acts that always correlate with the maxim of quantity. The overall organization model calls for positive speech acts in the conversations with maxim of manner. The negative speech acts in the conversation can use the turn talking, adjacency pair or overall organization model and can correlate with the maxim of manners.


I. INTRODUCTION
The term 'advertising' is translated from Latin advertere, which means 'to distract '. Widyatama (2007) divides advertising in general sphere including commercial and public service advertising.It is definitely a part of human life and activities (Arrington, 2012).Public service advertising is the one that does not give priority to the profit from its appearance and does not highlight one particular type of product to sell (Stone & Miceli, 2012).However, a public advertising is usually posted at the request of the Governmental or Non-Governmental Organizations (NGOs) to mobilize community solidarity on a problem (Lewis, 2012).The public service advertisement discourse is an interesting object of a study to discuss as it involves the making of use of linguistic elements in stylistic way.Even it convincingly can be pronounced that the success of an advertising lies in capability of language skills utilization (Pe & Martı, 2012).Interestingly communicative language is used to draw on the consumers' attention so that the ads delivered can be right on target.Therefore, advertisers, especially that of radio broadcasting world, must really have high creativity in compiling stylistic words to make the advertisement languages capture public's interest of puschasing the goods or service being advertised.
A number of studies have been conducted to examine the interconnection between pragmatic and commercial and public service advertising.Unfortunately, most of the studies were conducted only on television, newspaper and magazine or print media and were focused on a particular topic such as language structure or language functions (Pe & Martı, 2012;Simon & Dejica-Cartis, 2015;Ehsani & Zohrabi, 2014).On this occasion, the present researcher explores specifically structure, type of speech acts as well as the maxim of conversations contained in public service ads on LPPL Radio from the perspective of pragmatic study by suggesting the conversation structure models.

II. METHOD
This study was conducted in electronic media owned by the Government and Community of Denpasar City, namely the Local Public Broadcasting Agency (LPPL) of Denpasar City Public Radio, which can also be accessed on its website: http:// radio.denpasarkota.go.id.Data were collected by recording the conversation on the radio and by takings notes of important points.Conversations that occur in the ILM Spot on Denpasar City Public Radio LPPL were recorded using a tape recorder; the recording results were then written down on a data card.Data on the data card were then grouped and sorted according to the problems to be analyzed.Data were analyzed in qualitative method and inductive technique, that is, by explaining the data on clauses.Results of data analysis were presented using formal and informal methods.

III.DISCUSSION
Turn talking: is a model that looks at the turn between participants.This condition is indicated by the change of speaker with ABAB structure (Degand, 2006); the communication goes two-way and balanced; the conversation is not dominated by any of the participants, as in the following conversation with the spot 'Rabies'.
My leg is bitten by a dog, Gung Aji.Gung Aji : Mai, ma, tutug Gung Ajike pancoranne!Come, follow me to the fountain!
The adjacency pair model is a model where speech is produced by two speakers in a row.The second assertion is identified in relation to the first utterance because the second utterance is considered to be a continuation of the first.This is certified by the exchange of conversation structures through the turn of the conversation topics, where each conversation is initiated by a trigger or initiation that serves as an opening interaction (Koester, 2002).Then the initiation will be followed by a response which is the response of the partner said.To facilitate the analysis, it is done by isolating it into the smallest units so that it produces the pair side by side (Simpson, 2001;Miller, 2000), as in the following conversation.Pak Putu : Om swastyastu.Greeting for Hindus people.Pak Gede : Swastyastu, nyen ento?'Who is coming?' Ye, ade bli Putu, mai negak malu bli.'Oh, brother Putu, please have a seat.' The overall organization model is a model of conversational structure analysis which is done by dividing the conversation according to the conversation unit so that the introduction, core or content, and closing section are identified (Bayat, 2013).
In the above conversation, a sentence containing a phrase that sounds like a mantra but it is not a mantra, such as 'wong kakak wong necklace, nyen nyelekak ye mekalung' is presented.It sounded like the sound of a recited mantra.It was followed by a request for help with a groan by Made signifying being in a state of severe injury.It aims to create an impression for the listener to be interested in buying the drug being promoted.The two conversations above are referred to as the opening part because in this section the first purpose of the conversation is to attract the attention of the consumer which contains the interesting and important advertising messages.The content of this ad aims to attract the interest and awareness of potential customers, containing objective reasons (rational) and subjective reasons (emotional).The objective reason for the above conversation is found in Made's saying that his leg is bitten by a dog, and Gung Aji's conversation takes him to the shower and washes his feet with detergent.When viewed from the first handling protap on animal bites, bite wounds should be washed with fat solvent, one of which is underwater running detergent, ie shower.Then the subjective (emotional) reason can be seen in Made's speech that emotionally feels his legs are sore and asks what is used for washing.Thus this part of contents is one part of the overall organization model.
'I get it, Gung Aji.Thank you so much'.
The sentence on Gung Aji's conversation that explains the first aid when being bitten by an animal that transmits the rabies virus and what to do next is the closing part of the Spot Rabies.In this section there are other important information relating to the advertised topic for the purpose of giving effect in the form of solicitation or may alter certain actions to a prospective consumer In his book Linguistic Meaning Allan suggests that communication activities including speech acts are social activities (Allan, 1986).Based on the influence of soul/ psychological state of the speaker and speech partner, speech acts are divided into two types: positive speech acts and negative speech acts.
Positive speech occurs when the psychological state of the speaker is calm, patient, generous, compassionate, sincere, meek, pure, not hypocritical/out of pretense, honest, helpful and so forth (Schrøder, 2006).Other identification is the participants of the utterance are all actively involved in the process of speaking and cooperating with each other well, as in the following conversation quote.
'Well.So it's true.Now, download it for detecting the traffic, Mang.Don't you feel annoyed whenever you are in hurry but you must be stuck to the bad traffic?You can spend your gasoline for useless and waste your time.Anyway, you couldn't even know the alternative way to take.You know this application is also equipped notification feature so you can be in control whenever you're near to a bad traffic jam.' Komang : Wahh.Keren dong!Pantesan kamu tau banget dimana padat, ternyata berkat aplikasi ini toh?Aku mau download juga ahh, malas banget kalau sampai kejebak macet, terus ngak tau jalan alternative.Thanks ya Gung! 'Wow!That's cool guys.' Now wonder if you can control the bad traffic jam.You use the application.Well, let me download it.I'm giving up of getting stuck to bad traffic but I couldn't even know the alternative way to take.Thanks, Gung.Agung : No worry, Mang.
The above conversations include positive speech acts.This is indicated by the psychological condition of the speaker (Agung) who is honest, sincere, and voluntary (Bayat, 2013).With no coercion he would explain about how he knows the traffic density information that it is through the application of ATCS (Area Traffic Center System) of Denpasar installed on his android mobile, as well as to explain how the application system is functioning.Similarly, the interlocutor (Komang) is said to be honest in speaking sincerely without hesitating and not feel embarrassed to ask for information about the application (Stranovská, Munková, Fráterová, & Ďuračková, 2013).Even the said partners want to how to download the application.From the above explanation, communication between Agung and Komang goes well because both are actively involved and can work together well (Simpson, 2001).There is no opposition or rejection occurred, Komang even eagerly wanted to know in detail about the application and desire to download for use.
Unlike positive acts in conversation, negative one tends to sound unfriendly.In the conversation with negative specch acts, the speakers are usually impatient, miserly, pitiful, insincere, hard-hearted, malicious, dishonest, and not empathetic and one of the participants is not actively involved in communication activities.This condition can be seen in the conversation quote in the ad as follows The above conversation is called a negative speech act, identified through the psychological condition of an emotional and angry speaker B because he feels very aggrieved by A driving while calling 'A', causing his goods to fall apart.Although B has apologized, the A still cannot accept it because of the big losses he suffered.It is different from C who came to overcome the condition.However, anger B has already jumped up and it is difficult to calm down.
The cooperative principle is based on the assumption that in communicating, speakers and the partners are willing to cooperate.For Grice (1975), cooperation forms the structure of our own contributions to the conversation and how we begin to interpret the contributions of others.So, cooperative principle can help the participants said to achieve the purpose in communicating.Maxim is a principle that must be obeyed by participants of a speech in interacting, both textually and interpersonally in an effort to smooth the process of communication.Cooperative principle in the activity of speech entirely includes four kinds of maxims, namely: Maxim of quality is identified in speakers who convey something that is truly real and in accordance with actual facts in actual speaking activity, as well as achieving the intent and purpose of communicating.As with the speeches contained in the following conversation quotation (Vergis, 2017).
According to the Rule of Mayor of Denpasar number 25 of 2009 on supervision, maintenance and circulation of animals transmitting rabies virus.All pets, especially those at risk of passing on rabies such as dogs, in maxim of quality conversation and maxim of relevance; the adjacency pair model requires positive speech acts that always correlate with the maxim of quantity; the overall organization model calls for positive speech acts in the conversations with maxim of manner; the negative speech act in the conversation can use the turn talking, adjacency pair or overall organization model and can correlate with the maxim of manner.