IMPLIKATUR DOUBLESPEAK DALAM IKLAN IPHONE : SEBUAH STUDI PRAGMATIS = THE IMPLICATURES OF DOUBLESPEAK IN IPHONE ADVERTISEMENTS : A PRAGMATIC STUDY

Background. Advertising language often employs subtle linguistic strategies that shape audience interpretation beyond what is explicitly stated. Doublespeak, as a persuasive device, plays a central role in generating implied meanings that influence consumer perception. Aim. This study aims to analyze the types of implicatures arising from the use of doublespeak in iPhone advertisements, focusing on how linguistic strategies construct implicit meanings within persuasive communication. Methods. The research is grounded in Pragmatics, drawing on Grice’s Cooperative Principle and William Lutz’s classification of doublespeak. The data consist of selected utterances found in iPhone advertisements. A descriptive qualitative approach was applied through identification, classification, and interpretation of implicit meanings. Results. The analysis shows that iPhone advertisements consistently utilize various forms of doublespeak such as Weasel Words, Unfinished Words and The Rule Of Parity to create a positive image of the product. These strategies often involve the flouting of the Maxim of Manner, Maxim of Quantity and the Maxim of Quality, which generates implicatures that guide audiences toward favorable assumptions not directly stated. The implied meanings enhance persuasive impact despite the limited presence of explicit or measurable technical information. Conclusion. The study concludes that the effectiveness of iPhone advertisements lies not only in their visual appeal but also in their strategic use of language to construct subtle, persuasive implied meanings. Doublespeak plays a significant role in shaping consumer interpretation through ambiguous yet influential linguistic choices. Future research is recommended to expand the dataset, explore cross-brand comparisons, or incorporate multimodal analysis for a more comprehensive understanding of doublespeak in contemporary advertising discourse.