Alliteration RESULTS AND DISCUSSION

30 King of ice by L . A ICE Slogan 26 until 30 show the overstatement of the slogans . Those slogans also try to persuade people by giving some words which show the effect after smoking . Slogan 26 and 27 use flavor which is figuratively attract the customer to smoke the cigarette . flavor is related to taste, adventure is related to excitement of having such an activity or experience and Indonesia is a name of country . In slogan 26, the copywriters tries to persuade the smoker by giving a sensation of having adventure . The word adventure on the slogan does not directly refer to a kind of physical activity in nature or outdoor activity, but it refers to the activity of inhale or breathe the smoke . While in slogan 27 the copywriters persuade smokers by having the taste of Indonesian cigarette because this slogan is produced by Bentoel International . Thus, it likes to inform the costumer specially the foreign costumer that Bentoel International provide the taste of the real Indonesian cigarette . Slogan 28 repeats a possessive pronoun “my” which function as determiner . Life is the experience or state of being alive while adventure is an unusual, dangerous activity or the excitement produced by such an activity . The repetition of my on the slogan belongs to the researcher and anyone who read this slogan . It tries to persuade the costumer by giving such an advice . It raises the costumer’s attention and impression of life . It advices people that people have their own life and life is like an aventure which every human must experience it . Slogan 29 exaggeratedly informs people that the cigarette of Bohe Cigar n0 . 6 PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI take them to the journey to get the real taste . Lexically, journey is an activity of traveling or moving from one place to another place . In fact, people do not need to move like having journey to get the real taste of cigarette . The advertiser probably ties to inform the customer that Bohe Cigar no . 6 will be their last cigarette choice after having journey from one brand of cigarette to another brand of cigarette . Besides having an exaggeration or overstatement toward the slogans, hyperbole is mainly used for ironic, comic or iconic effect . In the slogans, they want to create an iconic effect . Slogan 30 says king of ice which means that the cigarettes of L . A . ICE are not with very strong nicotine . It is mild with low standard of nicotine . In brief, the use of hyperbole in slogan is to catch people’s attention as a persuasive way of inviting people to smoking .

5. Metonymy

The next figure of speech which come up in cigarette advertisement slogans is metonymy . The description of metonymy is when something is referred to by a word which describes a quality of feature of that thing . It substitutes the neighbour word which are related . The examples of cigarette advertisement slogans in metonymy are: 31 Join the club by Club mild 32 Think black by Djarum black 33 Time to win by Win mild 34 Red on by Red Mild 35 U are U by U Mild 36 There is no courage without red by RED MILD As it can be seen the bold words presented above, they substitute the related word which are closed to each other . There are some words which are associated each other on slogans 31-36 such as U in slogan 35 which refers to the brand of cigarette U Mild . Slogan 31 to 33 are started with verb join, think, and time . Lexically meaning, join in slogan 31 can be: a to become a member of a group and b to take part in a collective activity . Club means an association consist of some people who have similar idea or opinion to share with . Hence, the slogan request the hearers to be the member of Club Mild by having or smoking its cigarette . Think in slogan 32 has more than a meaning . One of the meanings of think is using the brain to decide to do something . Besides, black is the darkest color and this is associated to cigarette product offered which is packaged with a black color as an outside cover . It means that the advertiser gives an order to the hearer to decide to smoke the cigarette of Djarum Black . In form of verb, time in slogan 33 is dealing with to decide that something will happen at a particular time . Win is when someone wins a game or competition . Win on the slogan does not refer to a winner of competition but it is connected to the brand of cigarette . As the explanation on slogan 31 and 32, slogan 33 does mean the similar order to smoke the cigarette . From the description above, it is clear that the slogans are in a form of imperative which gives an order to the hearer or the customer to smoke the cigarette of Club Mild, Djarum Black and Win Mild . Actually, slogan 34 is similar with slogan 31 to 33 . It is imperative but does PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI