Advertisement on the Internet

meaning and purpose of figure of speech which appear in cigarette advertisement slogans on the internet . Semantics is the branch of linguistics which is related to meaning based on the logic and truth rather than context . Leech 1981 says that the whole point of semantics is giving a definition of meaning . In the other hand, semantics is the research of “the relation between sign and the object to which the signs are applicable” Levinson: 1983: 1 . Hence people use semantic to catch the research of meaning on language because everything and anything is communicated through language . The word meaning in cigarette advertisement slogans in this research is related with the use of lexical meaning which is used in figure of speech . It will concern to two type of meaning which are connotative and denotative meaning . There are seven types of meaning which given by Leech 1981 . They are conceptual meaning, connotative meaning, social meaning, affective meaning, reflected meaning, collocative meaning, associative meaning and thematic meaning . The first one is conceptual meaning which is sometimes called as “denotative or cognitive” meaning . It can be said that conceptual meaning is the central factor and the essential function of communication language Leech: 1981 . It gives the meaning toward the word based on the dictionary or states directly to the meaning itself . In other word, conceptual meaning gives basic meaning . For instance, when a baby master the first language, he PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI learns the real meaning of word but not the figurative meaning one . Hence, the baby needs the conceptual meaning . The second one is connotative meaning . It is the opposite of conceptual meaning . According to Leech 1981: 12 connotative meaning is “the communicative expression value an expression has by what it refers to, over and above its purely conceptual content” . In the other hand, it reveals the word meaning based on wha it is refer to or not just its meaning based on dictionary as in conceptual meaning . Sometimes it carries cultural and emotional associations as well. Leech 1981 has another opinion on connotative meaning . There are three crucial distinctions between connotative and conceptual meaning . Firstly, they are like between “language” and the “real world” . It means that connotative meaning is not specific to language, but it is also used in other communication system such as visual art and music . Secondly, connotations are relatively unstable to culture, historical period and the experience of the individual . Thirdly, connotative meaning is indeterminate and open-ended in a sense in which conceptual meaning is not . The third one is social meaning . It is about the piece of language which expresses the social events where there is the use of language . It has relation with the term of illocutionary force because in this case, the utterances can be interpreted as a request, an assertion, an apology, a threat, and so on . For instance when there is a sentence I haven’t got a knife has the PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI