Implicature in Architecture

Abstract

As a communication tool, the use of good language must consider the context. The relationship between language, implicature, and discourse of housing advertising can be said to be very close. The need of language sector for housing advertising was increasingly important because of the existence of an object (housing) that must be published or marketed. The use of monotonous and straightforward language will give the impression of being unattractive and unworthy of sale. Conversely, the use of language that is conditioned to create an impression of luxury will attract buyers. This study aims to determine how language was used to create a good, luxury, and high selling impression in housing advertisements. The approach used was a qualitative approach, with data collection conducted by observation and taking notes. Research data in the form of housing advertising brochures were collected for one month. The results showed that language is a very important factor in commercial communication. Plain and simple language will have casual repercussions. However, the conditioned language will give the impression of being modern, luxurious, of quality, and extraordinary.