Goal of Advertisement Simile
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
form and meaning of an assertion
.
When it deals with the social situation such as in a restaurant, the sentence can be a request to the waiters
.
It can be such a force request as please bring a knife for me
.
The next is affective meaning which is included in social meaning as well
.
It is also about the consideration of the language users express their feelings or emotion and the attitude as well toward the listener and another
things
.
It deals with the choice of words and intonation as well when people talk each other
.
Hence, we need some elements of language such as interjection which functioned to express feeling
.
The following is reflected meaning
.
It deals with lexical level of language which raises in the case of multiple conceptual meaning
.
It means that one sense of word forms part of our response to another meaning
Leech:1981: 16
.
For instance the use of dear in my dear laptop
.
It can be interpreted as the beloved laptop or the expensive laptop
.
It is appropriate with the explanation in Leech 1981 which says that the use of dear in a
poem on a dead soldier, Wilfred Owen, is in the sense expensively but also alludes to the sense beloved
.
The fifth one is collocative meaning
.
It deals with words which are associated to another word in order that the word become a good phrase and
sounds correct
.
For instance word pretty and handsome, they have same meaning good-looking
.
Nevertheless, they have different collocative PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
meaning
.
Girl, color, woman are associated with pretty, but not with boy
.
Car and man, they are associated with handsome
.
The last is thematic meaning
.
It deals with the speaker’s or researcher’s messaging arrangement in which part they are emphasizing and
focusing Leech: 1981
.
For instance, sentence 1 Bill uses an electric razor 2 The kind of razor that Bill uses is an electric one
.
Those two sentence have the same point but their communicative value might be different when
they get in different context
.
They have the same meaning but they are uttered in different way
.
As it has been mentioned previously that the meaning of words or phrases in slogan advertisement are different from usual words, hence
denotative and connotative meaning can be applied to scrutinize the lexical meaning of cigarette slogan advertisements in this research
.
Another explanation from Timothy 1980, he explains that figure of speech is closely related to denotative and connotative meaning
.
It uses semantic features which is associated with the facts and characteristics to get
a sense of the words
.
People might have some varieties of assumptions toward objects as well as words
.
Timothy 1980 reveals that an alternative method of marking the sense of a word is reviewing the different
interpretations of the word which produces a list of definition or usages
.
The meaning of the word always depends on the context where the words are
uttered as coined in Timothy 1980 a word can take on positive and negative PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
connotative aspects of its literal meaning, depending on how it is used in a context and the participants’ common ground
.
B
.
Review of Related Studies
There are some researchers who conduct research in advertisement slogans by using some different kind of media like news paper, magazine,
and so on
.
The first research is an undergraduate thesis by Asih Ratnasari in 2010 entitled An Analysis of Cigarette Advertisement Slogans
.
she studied at UNIKOM Universitas Komputer Indonesia
.
It provides some information on some cigarette advertisement slogans by using the theory from Geofrey
Leech about the meaning which is more specified to denotative and connotative meaning
.
It has two research questions
.
The first is what feature of meaning build the characteristic of the slogan?
.
The second is what effects are made through the slogan language?
.
It analyzes the features of meaning build the characteristic of the slogans and what the effect are made in
cigarette advertisement slogans through slogan language
.
To answer first research question, the researcher utilizes two types of meaning by Leech namely denotative and connotative meaning
.
Denotative meaning of slogans delivered the direct messages to attract the consumer’s
attention
.
Connotative meaning on the slogans is clarified by using figure of speech namely metaphor, metonymy, hyperbole, euphemism, and
synecdoche
.
In answering the second question, the researcher divide the slogans in three categories
.
They are firstly is declarative, it is used to present the benefit of the product
.
Secondly is imperative which uses for asking the costumers to do the activity as the slogan recommends
.
thirdly is interrogative
.
It is used to get the attention and impression from costumers
.
The similarity among two researches is that this research mainly do talks about cigarette advertisement
slogans
.
It does apply denotative and connotative meaning through figure of speech in revealing the effects of cigarette advertisement slogans
.
The difference is that this research use figure of speech to inform the effect of
slogans
.
While the researcher writing, she uses the figure of speech to declare the purposes on the use of figure of speech in cigarette advertisement
slogans
.
The second one is a master research entitled Analyzing the Use of Figure of Speech in Print Advertising of Food Products from A Food
Magazine
.
It is written by Porntida Chaysin from Language Institute of Thammasat University Bangkok, Thailand in 2011
.
It scrutinizes 1 the use of figure of speech in food product advertising from a food magazine which
is taken from headline, copy and slogan 2 the most frequently used of figurative language in food product advertisements and 3 the use of figure
of speech in headline,copy and slogan in how they are related 4 the correlation of type of product and any specific figure of speech and how they
are related
.
The results are 1 there are 16 types of figure of speech found in food
product advertisements
.
They are alliteration, hyperbole, metaphore, personification, parallelism, question, simile, ellipsis, assonance, repetition,
rhyme, onomatopoeia, irony, antithesis, litotes and paronomasia
.
2 It shows that repetition 13 is the most frequently used in food product
advertisements
.
It is followed by question, alliteration 12, hyperbole 11, rhyme 9, metaphor 5, personification 5, assonance 3,
simile 2, ellipsis 2, paronomasia 2, litotes 2, irony 2 parallelism 1 and antithesis 1
.
Result 3 shows that rhyme 13 the most found figure of speech in the copy which is followed by alliteration
12, repetition 10, hyperbole 7, rhetorical question, 6, metaphor 6 and personification 6
.
alliteration and rhyme make the sentences on the copy sound smooth and effective
.
Result 4 presents that alliteration, parallelism and assonance which are 8 for each
.
They are the significant figure of speech found in slogan then followed by personification
and repetition for 7 and rhetorical question 5
.
while in copy, there are hyperbole, metaphor and litotes for 3 then followed by rhyme and
onomatopoeia for 2
.
The similarity of both research is that the two research use figure of speech in analyzing the advertisement slogans
.
The result of both research show the use of some figure of speech on the
advertisement slogans, especially repetition, is to present the very effective, catchy and easy to read and also memorable slogan
.
The third one is from Bagus Nugraha who writes about The Meaning of Figurative Language in Advertisement Columns of The Jakarta Post from
November until December in 2013
.
He was an undergraduate student from English Letters Department of Universitas Islam Negeri UIN Syarif
Hidayatullah Jakarta
.
It analyses the type and the most frequently used of figure speech in slogan advertisement and also the meaning of figurative
language contained in advertisement slogan of the Jakarta Post on the edition of November to December 2013
.
The results are firstly, hyperbole, alliteration, metaphor and metonymy are found in slogan advertisements
.
Secondly, the use of those four figure of speech on the slogans to make the readers impressed, interested the offered product and easy to remember
.
Syarif’s research has the similar main point with the researcher research which deals with the type and also the meaning of figure of speech on the
slogan
.
There are also some differences namely the data and the deeper analysis on the second analysis
.
The next is a journal entitled “The use of foreign words as a persuasive tool in Marketing discourse: the cultural stereotype of global
English in Spanish print advertising”
.
It is written by Teresa Gomez Cerdeno from Complutense University of Madrid in 2010
.
It talks about the use of English language in Spanish’s advertisement with consideration that English
is a global lingua franca
.
The similarity between this research and the researcher’s research is that Cerdeno’s research does talk about figure of
speech which are metaphor and metonymy as a persuasive strategy in some PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
Spanish’s slogan advertisements especially in print advertisements
.
The result of this research is the use of English word in some Spanish’s
advertisements show the strategy of creativity, modernity, international appeal and other positive values technological advancement, innovation,
sophistication, and entertainment
.
This research talks about figure of speech found in cigarette advertisement slogan on the internet
.
Its analysis used semantic theory to solve the research question
.
It focuses on the denotative and connotative meaning
.
This research analyze the advertisement through different point of view
.
What makes this research distinguish from those three previous studies is the theory and the data as well
.
It scrutinizes the slogan of cigarette advertisement in Indonesia and the data are collected from internet
.
C
.
Theoretical Framework
This part presents some theories which will be utilized in this research
.
The main theory which are used in this research are figure of speech by Wales and baldick
.
They are supported by the theory from Leech 1981 which gives seven types of meaning and some advertisements theory
.
The researcher uses another supporting idea of meaning is provided by Nida 1975 as well
.
This research mainly deals with the cigarette advertisement slogans which have figure of speech as it will be presented in the first research
question
.
the researcher uses the theory of figure of speech from some PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
scholars to analyzed and divide the data whether they contained figure of speech or not
.
While the second research question related with the meaning and the purpose on the use of figure of speech which are found in English cigarette
advertisement slogans in Indonesia
.
To get the meaning and the message of all cigarette slogan texts, the researcher still needs to consult to some
dictionaries to look for the literary meaning of each word in cigarette slogan texts
.
It is done in order that the researcher could find another possible meaning of the words to reach message of the cigarette slogan texts
.
Then the researcher uses semantics theory in this research to identify and classify
the slogan texts whether they have denotative or connotative meaning
.
48