Investigating Sexual Content Advertisement: Delivering A Message in Business Communication


  • Kadek Adyatna Wedananta Universitas Pendidikan Nasional


Conversational Implicature, Condoms Advertisement Slogans, Business Communication


In an external business communication, it could be fascinating to delve into sexually explicit advertisement slogans, such as those for condoms. This advertisement uses oblique language to promote the product because it primarily facilitates sexual encounters. Therefore, it may be fascinating to discuss the phenomenon of advertisers using implicit slogans to attract customers to their products. This study aims to investigate condom advertisement slogans by using the conversational implicature and the violation of cooperative principles or maxims, as well as the perceptions of business class students regarding the analysis of slogans as an important skill to acquire in business communication. It was descriptive qualitative research that involved analyzing 15 contraceptive advertisement slogans and interviewing 15 business students. The result contained 100 percent particularized implicature, 100 percent violation of the maxim of quantity, 100 percent violation of the maxim of manner, 73 percent violation of the maxim of quality, and no violation of the maxim of relevance. In conclusion, advertisers of condoms used particularized implicature and violated cooperative principles or maxims in their slogans to avoid conveying informative messages when promoting their product (condom), which is prohibited by their advertising rule. Nonetheless, advertisers continue to create slogans relevant to the products so that certain individuals can easily comprehend the message conveyed by the slogans. In addition, students in the business class agreed that this analysis could help them select the most appropriate words for a given product. According to them, the world's borders are now blurred or nonexistent, allowing western and eastern cultures to overlap and erotic content to be easily inserted. Therefore, strategies for inserting utterances without causing conflict must exist. In addition, they stated that as an entrepreneur who must acquire business communication skills, they will be exposed to a great deal of advertising, including erotic content advertisements. The author suggests that future research analyze additional slogans in erotic content advertisements, employ additional analysis techniques, and investigate business communication cases in greater depth.


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How to Cite

Wedananta, K. A. . (2023). Investigating Sexual Content Advertisement: Delivering A Message in Business Communication. International Conference Faculty of Economics and Business, 2(1), 35-39. Retrieved from