The governments all over the world have stricken the advertising of cigarettes in any media in order to discourage people from smoking and improve public health, including the printed ones in magazines. Consequently, the advertiser has also come up with a strategy so that cigarettes can be advertised and accepted without violating the government regulation. This research aims to find the hidden meaning of the advertisement through the use of illocutions contained in the printed cigarette

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... sements collected from the TIME magazine issued between 1990-2000. The result shows that there are illocutions found in 29 printed advertisements such as 10 direct-literal illocutions, 7 direct-non-literal illocutions, and 12 indirect-non-literal illocutions.