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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
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Hence, the baby needs the conceptual meaning
.
The second one is connotative meaning
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It is the opposite of conceptual meaning
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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”
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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”
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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
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Secondly, connotations are relatively unstable to culture, historical period and the experience of the individual
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Thirdly, connotative meaning is indeterminate and open-ended in a sense in which
conceptual meaning is not
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The third one is social meaning
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It is about the piece of language which expresses the social events where there is the use of language
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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