An Analysis Of Cigarette Advertisement Slogans (A Study of Syntax and Semantic)

SKRIPSI

Submitted to fulfill one of requirements ofSarjana SastraDegree

ASIH RATNASARI 63704038

ENGLISH DEPARTMENT FACULTY OF LETTERS

INDONESIA UNIVERSITY OF COMPUTER BANDUNG

I hereby certify that the skripsi entitled AN ANALYSIS OF CIGARETTE ADVERTISEMENT SLOGANS (A Study of Syntax and Semantic) is honestly my own work. I am fully aware that I have quoted some statements and ideas from various sources, and they are properly acknowledged in the text.

Bandung, July 2010

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conducted to describe and analyze the features of meaning build the characteristics in cigarette advertisement slogans and what the effects are made in cigarette advertisement slogans through slogan language. The theory used in this research is theory adopted from Geofrey Leech about the meaning which is more specified to denotative and connotative meaning added with theories of advertisement adopted from several references. Advertisement language is one of the linguistic phenomena, in this case slogans or taglines that have differently unique in their structures and dictions. By using good and effective language, the consumers will comprehend the delivered message of the product offered.

The method used in this research is analytic descriptive. The data collection technique is by classifying slogans into two types of meaning namely; denotative and connotative. The data were taken from internet, banners, local and foreign TV commercial programs, and billboards.

After conducting the research, the writer takes some conclusions that: (1). the features of meaning build the characteristic in the cigarette advertisement slogans are divided into denotative and connotative meaning. The denotative meaning of slogans absolutely talk about the messages delivered directly to attract consumers’ attention about the product offered. The connotative meaning will be largely explained by using the figurative of speech namely metaphor, metonymy, hyperbole, euphemism and synecdoche. Those all are used to create good slogan, so that the consumers are willing to buy the product offered. (2). the effects are made in the cigarette advertisement slogans are divided into three types namely; Declarative type is used to reveal the benefit of product, Imperative type is used to ask the consumers to do the activity as the slogan recommends, and the Interrogative types is used to get more attention or impression of consumers about the product offered.

Keywords: Advertisement language, Slogan/Tagline of cigarette, Denotative and Connotative Meanings.

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karakteristik slogan iklan rokok dan dampak apa yang dibuat dalam slogan iklan rokok melalui bahasa slogan. Teori yang digunakan dalam penelitian ini adalah teori yang diadaptasi dari Geofrey Leech tentang makna yang lebih difokuskan pada makna denotatif dan makna konotatif, dan teori-teori periklanan yang diadaptasi dari beberapa referensi. Bahasa iklan merupakan salah satu fenomena linguistik, dalam hal ini slogan atau tagline yang mempunyai keunikan yang berbeda dalam struktur dan diksinya. Dengan menggunakan bahasa yang baik dan efektif, konsumen akan memahami pesan yang disampaikan terhadap produk yang ditawarkan.

Metode yang digunakan dalam penelitian ini adalah deskriptif analisis. Teknik pengumpulan data adalah dengan mengklasifikasikan slogan-slogan tersebut menjadi dua jenis makna yaitu makna denotasi dan konotasi. Data diambil dari internet, banner, iklan TV lokal dan interlokal, dan billboard.

Setelah dilakukan penelitian, penulis dapat menarik simpulan bahwa: (1). fitur-fitur makna yang membentuk karakteristik pada slogan-slogan iklan rokok terbagi menjadi makna denotasi dan makna konotasi. Makna denotasi bertujuan benar-benar untuk menarik perhatian konsumen secara langsung terhadap produk yang ditawarkan, sedangkan makna konotasi akan dijelaskan secara luas lagi dengan adanya penggunaan gaya bahasa seperti gaya bahasa metaphor, metonimi, hiperbola, eupemisme, dan sinekdok. Gaya bahasa tersebut digunakan untuk menciptakan suatu slogan yang bagus sehingga konsumen berkeinginan untuk membeli produk yang ditawarkan. (2) dampak yang dibuat dari slogan-slogan iklan rokok dibagi menjadi tiga tipe yaitu tipe deklaratif digunakan untuk mengungkapkan keunggulan produk, tipe imperatif digunakan untuk mengajak konsumen melakukan kegiatan seperti yang diperintahkan di slogan tersebut, dan tipe interogatif digunakan untuk mendapatkan perhatian dan kesan yang lebih dari konsumen terhadap produk yang ditawarkan.

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ABSTRAK vi

ACKNOWLEDGEMENTS vii

CONTENTS ix

LIST OF TABLES xi

LIST OF FIGURES xii

LIST OF APPENDIX xiii

CHAPTER I INTRODUCTION

1.1 Background to the Study 1

1.2 Research Question 4

1.3 Objectives 4

1.4 Significant to Knowledge 4

1.5 The Framework of Theories 5

CHAPTER II THEORETICAL REVIEW

2.1 Theory of Semantics 8

2.1.1 Definition of Semantic 8

2.1.2 Meaning 10

2.1.3 Interpretation of Meaning 11

2.1.4 Types of Meaning 11

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2.2.1 Definition of Advertisement 22 2.2.2 Positioning and Brand Image 24 2.2.3 The Purpose of Advertisement 24

2.2.4 Slogans/Taglines 25

2.2.5 The Understanding of the Slogans/Taglines 28 CHAPTER III RESEARCH OBJECT AND METHOD

3.1 Research Object 30

3.2 Research Method 31

3.2.1 Data Collection 32

3.2.2 Data Analysis 33

CHAPTER IV FINDING AND DISCUSSION

4.1 The Analysis of Cigarette Advertisement Slogans that have 37 Connotative Meanings

4.2 The Analysis of Cigarette Advertisement Slogans that have 58 Denotative Meanings

CHAPTER V CONCLUSIONS AND SUGGESTIONS

5.1 Conclusions 75

1

1.1 Background to the Study

Advertisement is a tool of communication which can be delivered verbally, nonverbally, or both, to let people know about certain products. The encyclopedia of knowledge (1991: volume 1), states that advertisement is a message printed in the newspaper or magazine, broadcasted on radio or television, sent to individuals through the mails, or disseminated in some other fashion that attempts to persuade readers or listeners to buy particular product, favor a particular organization or to agree with the particular idea. Advertisement has become important media for people’s life today which is used to disseminate information about the newest product. We can find advertisements when we read a magazine and a newspaper, listen to the radio, watch the television, browse over the internet, or just walk. The aim of the advertisement is mostly to inform people of a new product, to introduce new variant of old product and to maintain of old product in order to still be known, it also creates a desire to possess the product. Nevertheless, not everyone can be influenced by advertisement, so that it is needed a good advertisement

which contains unique and interesting slogans. One of the elements of advertisement is slogans or taglines. In slogans or taglines; language is the important tool. The advertisement language aims at persuading the consumer to buy the products. The advertiser/copywriter spreads the information of their products by using good and effective language. By using good and effective language, the consumers will get impression of the products offered.

As having explained before, one of the elements to mediate the language of advertisement is slogans or taglines. Almost all products have the slogans; Tom Altstiel (2008:165) mentioned that slogans are usually in form of a short phrase or sentence, which gives space for readers to explore the meaning of it freely. The advertisers choose the creative and interesting words to be the language of their slogans. The language of slogans represents the particular product. The slogans of a product have the characteristic that is different from other product.

Tom Altstiel states that slogans or we call them taglines are usually the catchphrases that appear after the logo in a print ad or at the end of the commercial, and, in most cases, they are very forgettable. However, taglines or slogans can be the most important element of a campaign. The language of advertisement is divided into two types: spoken and written language, language used in the advertisement is arranged as good as possible to get

people’s attention; it must be communicative and make people easy in comprehending the message. Language of an advertisement aims at making consumers be interested in products offered, so that it emerges some people’s assumptions toward the products. Slogan is a tool to create the product offered being interesting.

As linguistic phenomena, language in advertisement, in this case the slogans is carefully designed and thoughtfully planned to attract many different people’s attention toward the advertisement. However, the lack of understanding in composing the structure of advertisement slogans causes the diversity in meaning, such as the interlocking relationship. The intensity of various sentence structures becomes the characteristic of a sense of the language which occurs in advertisement slogans.

The research object is slogan’s cigarette advertisement and the data are taken from television, banner and internet. The slogans are released from 2001 until 2010. The writer chooses slogans since slogans often play important role in grabbing consumers’ attention among many products offered by many companies. Cigarette advertisements are kinds of advertisement mostly are performed by men. This may be an indication that copywriters create advertisements by considering gender.

From the explanation above the writer is interested in conducting a research dealing with the analysis of slogan’s cigarette advertisement as a study of semantics field. Through this research, the writer shows the features

of meaning that build the characteristic of slogans and describes the emphasis made in the slogans through the slogan language. The writer hopes that the result of this research could help us to understand more on the language used in advertisement and how the slogans can influence the society as the consumer.

1.2 Research Questions

Problems of the present study are formulated in the following questions: 1. What features of meaning build the characteristic of the slogan?

2. What effects are made through the slogan language?

1.3 Objectives

Below are some focuses expected to be accomplished through this research: 1. To find out the features of meaning build the characteristic of the slogan. 1. To describe the effects are made in the cigarette advertisement slogan

through the slogan language?

1.4 Significance to Knowledge

The writer hopes that this study can have knowledge about what the meaning of the cigarette advertisement slogan is by using semantic analysis as the ground theory and the research applies the advertisement theory as supporting theory of the analysis. Moreover, this study can show the importance of meaning

of an advertisement and will help copywriter/advertiser to be able to produce a good tagline/slogan. In addition, the writer hopes that the study can give contribution to the theory of meaning that is to prove that the theory of meaning which is combined with advertisement theory can give solution to the problems in understanding some advertisements. Through a semantic analysis and advertisement theory, the writer wants to know the process of producing the advertisement in cigarette advertisement slogans. Moreover, the writer hopes that the result of this study can give contribution to the students in Indonesia University of Computer, especially the students of English Department for understanding deeply the features of meaning and the emphasis made in cigarette advertisement slogans by applying semantic analysis and advertisement theory.

1.5 Framework of the Theories

This research uses grand theory from Geofrey Leech (2003:19) in the book entitled “Semantics” that he states there are seven meanings in which each of them shows the different functions in communication. The theory actually purposes two strategies that are denotative and connotative. The connotative meaning will be largely explained by using Keith Allan’s theory about figurative of speech namely metonymy, hyperbole, synecdoche, metaphor, and euphemism. Thus, the theoretical foundation of this research is precisely directed by using syntax, semantic and advertisement theory. The supporting theory is used from Pateda and Larson for examining the lexical meaning of each word, and advertisement

theories from several references added to find out the brand image and positioning the cigarette advertisement slogans. By examining the structure of the phrase or clause of the slogan will be known the differences structure of slogans influence the purposes of the message delivered. There are three types namely: declarative, imperative and interrogative. The below scheme will give a description about this research.

Scheme of the research

Qualitative Data Two Kinds of Meanings

Denotative meanings:

A Live with Pleasure, Fresh is Cool is, Others can Only Follow, Cool Groove, Make Up Your Today’s Mind,

Indonesia’s Unique Clove Cigarette, Slim Smooth Square, My Life My Adventure, Cool.Calm.Confident, Enjoy the Adventure, Deeply Enjoyable

Connotative Meanings:

Come to Marlboro Country, Come to Where the Flavor is, The Flavor of Adventure, Taste Me, Light Up the Night, Mild Plus for Male Plus, How Low can You Go, Think Black, King Size, It’s Time for Classic, Show Your Red, Trial Game

Statement of the problem

How is the application of the Semantic Analysis in the Cigarettes Advertisement Slogan?

Question 1:

What features of meaning build the characteristic of the slogan?

Question 2:

What effects are made through the slogan language?

The application of principles of semantic analysis (describes the lexical meaning then the representative word can be supported to determine the feature of meaning)

Analysis of the denotation or connotation word, thus it can be associated with the characteristics of slogan language structures. The using of (phrase and clause type:

Declaratives. Imperatives,

Interrogatives, and Exclamatives) to find out the purposes of the effects are made in the cigarette

advertisement slogan.

8 2. 1 Theory of Semantics

2.1.1 Definition of Semantics

In correlation to this study, it is important to know the general description of semantics. Lyons (1997:1) said, “Semantics is generally defined as the study of meaning, and this is the definition which we shall initially adopt”. Fromkin and Rodman (1974: 206) said in their books that the words, phrases, and sentences have the linguistic meaning is known as semantics. In order to support this statement, Adrian Akmajian(1995:213) states that semantics is generally considered to be the study of meaning (and related notions) in languages, whereas in the field of logic, semantics is generally considered to be the study of linguistic reference or denotation and truth conditions in languages. Besides that, O’Grudy and Dobrovolski (1989), defines that semantic is the study of human language.

Based on the above definition, it can be concluded that semantics is a study in which meaning or sentence of a certain language becomes the object. In this case semantic can be used to figure out the meaning and effects are made in the slogans through advertisement language. One of the forms of this is the

correlation between semantic and advertisement language; in this case, slogan is one of the linguistic phenomena that has lack of understanding in composing the structure of advertisement slogan which causes the diversity in meaning such as the interlocking relationship. It also makes the intensity of various sentence structures become the characteristic of a sense of the language which occurs in advertisement slogans. For example: the slogan “Come to Marlboro Country” begins with the words “Come to” the word’Come” lexically means

to move toward, into, etc.Semantically, the use of the word “Marlboro”in the slogan has connotative meaning, where the phrase of Marlboro Country is associated with the name of the state. In truth condition, Marlboro is not the name of the state but it refers to the cigarette product on red package. Besides that, the phrase Marlboro Country creates new characteristic as an identity,

namely: they create character of cowboys, men with their personality which fascinate the readers and the men who race a horse. The phrase Marlboro Country means Marlboro smokers’ association who has characteristics and creates an image of cowboys. The slogan portrays the fresh, healthy, natural attitude, as they also embody the image of cowboys as tough individuals who are rugged, strong and independent. In this case, the word Marlboro involves to metonymy in which the word Marlboro is used to replace the Marlboro cigarette product. This image of the slogan suggests that Marlboro is for the people or men who love adventure in the natural world and also create

intimately invitation for people to be smoker theMarlboro cigarettewhich has particular taste.

The language of advertisement is divided into two types: spoken and written language, language used in the advertisement is arranged as good as possible to get people’s attention; it must be communicative and make people easy in comprehending the message. To sum up; semantic is the main component to analyze the meaning of slogans which differently have unique characteristic in their structures and dictions.

2.1.2 Meaning

A core issue in the field of semantics is the meaning, Lyons (1968:400) on Pateda states semantics can be defined as the study of meaning. For that we firstly want to answer, what is the meaning? The word ‘meaning’, in accordance with the verb ‘mean’ is the most disputed terms in the English language. All meanings are potentially reflected in fitness for communicative intent.

According to O’Grady (1996:275), meaning can be defined as follows,

“meaning must be something that exist in the mind rather than the world and that it must be more abstract than pictures and that more abstract to it than just features. As having explained before, meaning is a process of thinking systematically toward the core meaning of lexical words that something abstract exists in the mind expressed by the speaker in conversations as a form

of relationship between language and nature outside of language. The meaning of slogans language is important in comprehending the messages of product offered. The advertisers choose the creative and interesting words to be the language of their slogans. The language of slogans represents the particular product. The slogans of a product have the characteristic that is different from other product.

2.1.3 Interpretation of Meaning

O’Grady (1996:284) states that “the meaning of a sentence is determined by the meaning of its component parts and the manner in which they are arranged in syntactic structure”.

There are several factors that can assist the interpretation of the meaning of a sentence, namely:

The speaker’s and addressee’s background attitudes and beliefs, their understanding of the context in which a sentence is uttered, and their knowledge of how language can be used to inform, to persuade, to mislead and so forth(O’Grady, 1996:295).

2.1.4 Types of meaning

Leech in his book entitled ‘semantics’ (1974:19) divided meaning into seven types in which each of them shows the different functions in communication. Those are conceptual meanings, associative meaning; including connotative, stylistic, affective, reflective, and collocative, and thematic meaning. In this study the writer concerns only two types of

meanings. They are chosen because the data found on the slogans of cigarettes advertisement are mostly as the denotative and connotative meaning. Below are further explanations of two meaning types stated by Geofrey Leech.

1. Denotative/Conceptual meaning Leech (1974:20), mentioned:

The conceptual meaning has very complex and complicated compositions, which is clearly comparable and can be associated with a similar arrangement at the level of phonological language and syntactical.

Besides that, O’Grady defines that denotation is the meaning of a word or phrase with the entities to which it refers…. (1996:273)”. For instance: the word adventure means an unusual, exciting or dangerous experience. To sum up; the denotative meaning is the same as the lexical meaning if the lexeme is not associated with something outside the languages. In addition, Keith Alan (2001:46) defines denotation is the relation between language expression and things or events in world-not just the world we live in, but any world and time that may be spoken. The writer takes conclusion that denotative or conceptual meaning is meaning which contains in lexeme without associating it with other things or the figurative meanings. Moreover, the lexical meaning can support to define the denotative meaning.

Kridalaksana, (1982:103) on Mansoer Pateda defines:

The lexical meaning sama dengan semantic meaning, external meaning adalah makna leksem ketika leksem tersebut berdiri sendiri,

entah dalam bentuk dasar atau leksem turunan dan maknanya kurang lebih tetap seperti yang dapat kita lihat dalam kamus. Makna leksikal ini dipunyai unsur – unsur bahasa lepas dari penggunaanya atau konteksnya.

It means that lexical meaning is the meaning of a stand-alone lexeme simply by dictionary, because the meaning can change if the lexeme is situated in the sentence.

2. Connotative meaning

Leech (1974:23) defines that Connotative meaning is the communicative value of an expression according to what is referred to, exceed the above contents are purely conceptual. For example: the word “woman” as conceptual meaning has three characteristics Manusia, Perempuan, Dewasa (+HUMAN,-MALE, ADULT)’ can be more explained as the connotative meaning comprising ‘the nature of putative’ of reference, caused by the views received by the individual or group or all members of society. Thus, connotative meaning is owned by the communicative value of the expression based on what it refers, over and above that is owned by its conceptual meaning. Additionally, O’Grady (1996:273) defines “that connotation is “the set of associations that a word’s use can evoke that one notion that is closely linked with the concept of meaning”. Consequently, Connotations vary independently of sense and denotation; and they vary among speech communities. Keith Alan, (2001:147) states:

The connotat that arise from from experien the expression

Based on the ex meaning is vary These changes ha members be varie

2.1.5 Meaning and The changing of meaning caused by association's name and see the similarity and is metaphor and the say that the changing the lexeme put addr lexemes which use synecdoche. Below f

onnotations of a word or longer expression are semant from encyclopedic knowledge about its denotation riences, beliefs, and prejudices about the context

ion is typically used.

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have caused the view of individual, group or al varied based on their perceptions of the language re

and its relation to language style

of meaning can be seen from two points, namel y the association between meaning and signific and the name. Based on two aspects previously m and nearness of meaning. The similarity between he proximity between the meanings is metonymy.

ing of meaning can be classified into metonymy or ddresses on a shift in meaning. Besides that, th use the language style such as, hyperboles, euphe

further explanations of them:

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1. Metaphor

The basic structure of metaphor is so simple, there is something we talked about and something used to compare with something that we talk about. A typical dictionary definition of metaphor is “the use of a word phrase to mean something different from the literal meaning” (Oxford Advanced Learner’s Dictionary). As Lakoff has persuasively argued, metaphor is all pervasive in language, and is for the most part effortlessly interpreted, so it deserves more constructive consideration. There have been many suggestive commentaries on metaphor, however, leaving much to be explained. The Greek word from which the term metaphor originated literally means “transfer”. For Aristoteles, what was transferred was the meaning of one expression to another expression. It means a metaphorical meaning was always the literal meaning of another expression. According to Lakoff on Alan Cruse (2000:205), metaphors are not merely decorative features of certain styles, but are an essential component of human cognition. Metaphor involves: a source domain, a target domain, and a set of mapping relations or correspondences. In addition, some experts, such as Badudu (1981:70) said that “gaya bahasa metafora ialah gaya bahasa yang memperbandingkan suatu benda dengan benda lain, whereas Ogden and Richards (1972:213) mentioned:

Metaphor, in the most general sense, is the use of one reference to a group of things between which a given relation holds, for the purpose

of facilitating the discrimination of an analogous relation in another group”.

For example: life is journey, metaphor borrows structuring ideas from the domain of a journey and applies them to life. In this case, life is being compared to a journey because of some point similarities and some common characteristics.

2. Metonymy

In metonymy, a word is used to stand for something that is closely related to it. Besides that, metonymy relies on an actual, literal association between two components within a single domain and no restructuring is involved. As stated by Jakobson and Halle (1956) on Alan Cruse (2000:210) who said that “metaphor was based on resemblance, whereas metonymy was based on contiguity which we can gloss without too much distortion as association” Metonymy contains the nearness of meaning of two things, occasionally a thing is used to replace a purposed item. For example: if someone said “buy Bentoel”, it means Bentoel cigarette, lexeme Bentoel directly refers to object which is called product of the cigarette.

3. Hyperboles

Hyperboles or overstatements are found in euphemism. A hyperbole is a metonymy or synecdoche with more said than the writer intended the reader to understand. The exaggeration is deliberately used for effect, and

is not to be understood as if it were literal description. For example: flight to glorymeansdeathand the expressionthey turned the world upside down

is an exaggeration. World is used to stand for people, in this case many people but probably not all the people in the world. The hyperbole is used to make statements or expressions feel more interesting and polite or deliberate exaggeration.

4. Euphemism

A euphemism is talking about something distasteful in a nice way. Larson (1984:116) defines that a euphemism is a figurative expression, there is the substitution of one word for another, or one expression for another. All languages have euphemistic expression which substitute for certain words, and euphemism is used to avoid an offensive expression or one that is socially unacceptable, or one that is unpleasant. For example: the Jews avoided mention of the name of God by using the word heaven. All languages have euphemistic expressions which substitute for certain words, especially in the area of sex, death, and the supernatural. For example English language has a way of saying die without using the word which has the primary meaningdiebut they uses the wordpass away.

5. Synecdoche

Figurative senses based on part-whole relationships are also quite common in some languages and are called synecdoche. For example: in the Lord’s Prayer it says, “Give us this day our daily bread”. One specific member,

breadof the classfood, is substituted forfood.The prayer is really talking about food , not just bread which is one part of the whole class food. Synecdoche is used to describe the specific words that cover common words.

2.1.6 Truth Condition

The purpose of semantic theory provides an account of how speaker has the ability to recognize the truth condition on statements. Keith Allan (2001: 47) defines that a truth condition on a statement or proposition is the condition that must be met for it to be assigned one of the truth values from the range (true, false). In the meantime we rely on a common-sense understanding of what it means for a statement to be either true or else false. For example: In order to understand and evaluate the meaning of “It is raining or Kangaroos are marsupials or De Gaulle was taller than Napoleon”. You need to know the conditions under which these statements would be true. Knowing these conditions allows you to make inference. In this case, by examining the truth conditions of cigarette advertisement slogans are easy to determine the condition of the features of meaning build the characteristic in the slogan.

2.1.7 The characteristic of language forms

Most languages have grammatical ways of indicating the illocutionary force of an utterance. Let us examine more closely the four types illustrated:

1. Declaratives

The normal interpretation of this sentence would be that the speaker is making statement. The declarative structure is probably what you would think of as the most normal way of arranging sentence, with the subject preceding the entire predicate. A declarative will be used, other things being equal, to make statement. Now, obviously, a sentence in declarative form can have a wide range of illocutionary force. Something like “He’s leaving” can function to inform someone of the fact, to ask whether it is true (normally with appropriate intonation), as a promise, or a threat, or a command, or even a congratulation. In this sense, perhaps that the declarative form can be viewed as basic, and prototypical manifestation, it commits the speaker to the truth of the expressed propositions, and thus belongs to the same family of illocutionary meanings as assert, state, declare, claim, etc.

2. Interrogatives

All interrogatives, at least in their prototypical uses, express ignorance on some points, and aim at eliciting a response from a hearer which will remove the ignorance. The basic interrogative structure with just subject-operator inversion gives us what is known as a yes-no interrogative is as a question expecting the answer yes or no. Standardly assumed the questions are asking the hearer or reader for information about something;

either this can be about whether something is or isn’t true or it can be a request for more specific information.

3. Imperatives

The most common function of imperatives is to direct; so they aren’t like statements, which can be true or false. In this case, speakers are directing someone to do something, and this can include a range of things like commands, requests, instruction, prohibition, permission, and even advice. Palmer (1986:29-30) suggests that the basic meaning of the imperative is the expression of a generally favorable attitude to the action indicated. The prototypical use of the imperative is to elicit actions which are beneficial to the speaker: case like ‘come in!’ in answer to knock on the door, or ‘have a nice holiday!’ on this view would not be prototypical uses.

4. Exclamations

Exclamations cannot be performed by any performative verbs; that is, those verbs one of whose functions is to signal specific speech acts, have a certain peculiar properties which set them apart from non-performative verbs,(Alan Cruse 2000:334). Exclamative sentence will typically be used to make exclamations not surprisingly. The function of exclamative sentence is much more restricted than that of any of the other sentence type discussed before.

2.2 The Language of Advertisement

What the text in the advertisement tells the consumers and how the message is told by the advertisers is sometimes more important than visual aspect. The visual content and design have a very great impact on the consumer, but it is language that helps people to identify a product and remember it. The language of advertisement covers all aspects of advertising languages, from the interrelation of language, image and layout to discourse between reader and advertisement. The ultimate objective of advertisement language is to attract consumer’s attention to the product or service on offer. To achieve that aim, advertisers use language distinctively, they are manipulating words or distorting their visual meanings to direct the consumers to the action by influencing them with the written language. The advertiser/copywriter spreads the information of their products by using good and effective language. This causes the consumers to get impression of the product offered. Basically the good advertisement has some elements which are commonly used in the public media namely: headline, slogan/tagline, and body copy. In this case, Tom Altstiel states that slogans usually are the catchphrases that appear after the logo in a printed ad or at the end commercial, and in most cases they are very forgettable. The advertisers choose the creative and interesting words to be the language of their slogan. The language of slogans represents the particular product.

2.2.1Definition of Advertisement

Rhenald Kasali, (1998:9) defines that advertisement is part of a

promotion mix, and the promotion mix is part of the marketing mix. The quotations simply defines advertisement as messages that offer a product addressed to society through a media and ads aim at persuading people to buy the product. In addition, Frank Jefkins on Rhenald Kasali, states “advertising aims to persuade people to buy”.

(Table 1. The origin of the advertisement and promotions word, Rhenald Kasali, 1998:10)

Asal kata (latin) Terjemahan Fungsional Advertere (Advertising)

To run toward

Promovere (Promotion) To move forward or advance

Sasaran iklan adalah mengubah jalan pikiran konsumen untuk membeli

Sasaran promosi adalah merangsang pembelian ditempat.(Immediately stimulating purchase).

The promotion is more intended as a sales promotion, namely the promotion of display, prizes, raffle coupon etc that is directly provided in a variety of distribution channels. Meanwhile the definition of advertisement is a process that involves the preparation, implementation, and monitoring delivery of advertisements. Advertisement is then used to create people’s awareness of the company’s product or services, immediately people’s interest of the products or the services, and encourage or persuade them to

actually buy the products or services. In fact, advertisement is also used to persuade people to believe in things (believe that some thoughts offered by an advertiser is a good, right and urgent one).

2.2.2 Positioning and Brand Image

In the process of marketing a product, two fundamental aspects must be considered. These are positioning and brand image. Advertisers must consider how they position their products. Positioningis"what the product does, and who it is for". The same product could be positioned several ways. For example, consider the positioning of a new cereal called "Start". Depending on the merits of the product, the copywriter could put this cereal to senior citizens because it contains high energy compounds that could allow seniors to partake in more activities. The copywriter could also put this same cereal as a children's breakfast cereal because the name is synonymous with the high energy level of children. The positioning of any product will determine your target audience. A second consideration is the brand image of the product. Image means "personality" and every product has a personality. Many things go into developing a brand image including the name of the product, the packaging, the price and the style of its advertisement. Consider cigarettes advertisement, everyone has different tastes as well as smokers who certainly have a special view of a particular cigarette brand. Each brand of cigarettes has a different image which appeals to different people.

For example: Marlboro's image appeals particularly to men who are identified with adventure and thrill seeking. Marlboro sponsors many car races which promote the image of the brand through association. Virginia Slims is positioned as a product used by independent, successful young women and Camel cigarettes, with the Joe Camel cartoon character, presents a brand image of perhaps slight rebellion or naughtiness, yet "coolness" and is a favorite brand among young smokers. Once again, it should be evident that, advertisement, like all forms of media is a constructed message containing an ideology.

2.2.3. The Purpose of Advertisement

The ultimate purpose of all commercial advertisement is to persuade people to buy. According to the interpretation of Tom Altstiel mentions that to be effective a good advertisement must have:

1. The ability to get our attention. Hundreds of advertisement are seen/heard each day. Therefore, an effective advertisement must stand out from the competition and grab the consumer's attention.

2. The ability to sustain our attention. It is important that the potential consumer learn something about the product. An effective ad involves the reader in the details of the ad and carries the reader's attention through the advertisement.

3. The ability to transmit the message. Clarity of message is important if the message is in limited space. So that, the consumers are demanded to understand deeply the messages delivered.

4. The ability to convince the potential consumers to accept the message of the advertisement and the advertisement brand. Thus, the ability of the advertisement is to persuade, to accept and to buy the product.

2.2.4. Slogans/Taglines

It’s hard to think of well-known brand without thinking of its taglines. Taglines were once called slogans. The origin of the word slogan came from the Gaelic slaughaiirm, used by Scottish clans to mean ‘war cry’. Slogans have been an integral part of consumer advertisement since the civil war. In the later part of the twentieth century, many slogans became shorter and were acceptable for any companies. Alina Wheeler (2003:42) states in her book

“The tagline is short phrase that captures a company’s brand essence, personality, and positioning, and distinguishes it from its competitors”.

Additionally Debra Koonttz Traverso, aouthor, Outsmarting Goliath on Alina Wheeler defines A tagline is a slogan, clarifer, mantra, company statement or guiding principle that describes, synopsizes or helps create an interest”.

According to the opinion of Tom Altstiel (2006:165) explain the taglines also could say slogans, signature lines, or themes lines.Slogans usually appear

after the logo in a print ad or at the end of the commercial, and, in most cases, they are very forgettable. Taglines are the most important element in the advertisement. Some consumers typically put more expectations on the taglines, because it usually contains a description of the company taglines and product positioning. The main purpose of the taglines is to build and strengthen the presence of a product.

Having been explained before, that the slogans or taglines are often short, memorable phrases used in advertisement and often play a large part in the interplay among rival companies, also express the aims of nature of an organization. Taglines frequently have a shorter life span than visual identities. Like advertisement campaigns, they are more susceptible to marketplace and life style changes.

An effective slogan usually has basic composition as follows: a tagline must be short, be differentiated from its competitors, unique, must capture the brand essence and positioning, easy to say and remember, cannot have any negative connotations, typically displayed in a small font, protected and trademarked, evokes an emotional response, and last it is difficult to create.

Based on the writing of effective slogans, as mentioned previously, hence it emerges the ideas that writing slogans like developing whole concepts. Tom Altstiel (2007:169) states the concept becomes the creative tree for taglines as the figure below illustrates a brief template for a business to business client, although this technique works for any product or service.

(Figure 2. A creative tree template for slogan Tom Altstiel 2003:169)

Based on the explanations before, the writer can take conclusion that advertisement slogans start from one idea which later will be developed with including wide selection, advanced design and superior customer. So that, it results one tagline comprehended and in order to support the existence of advertisement product which is supported.

THE ONE THING

This company makes innovative DC fractional horsepower motors used

in automotive, lawn and garden, marine, medical and appliance applications and provides complete

design, testing, and prototyping services.

Wide Selection Advanced Design Superior Customer Support A world of

solutions

The right choice The right selection Power solution worldwide

Creating one’s future

Forward thinking Leading the way New ideas to power one’s business

Moving to the next level

Exceeding one’s expectations on one’s side Partners in profitability Innovative synergy Global resources/local support

2.2.5. The understanding of the slogans/taglines

Xiaosong (1998:2) an expert of advertisement and translator of English to Chinese divided slogan discussion into three levels namely, word level, syntax level, and semantics level. In this study, the writer will focus only to semantics level. In the semantics level, Xiaosong said,” ad slogans have to conform to the code of commercial practices semantic ambiguity is needed to avoid any sensible legal liability”.

There are a few style of writing advertisement slogans in order to slogans to be short and easy to remember, namely:

1. To achieve an emphatic effect, the advertisement slogan is just like a headline which uses initial capitalization to attract message mentioned or to stress every words. It says to impress the reader. For example: Toyota I love What You Do For Me It aims to achieve an emphasis effect, such as advertisement slogans headlines by using a capital letter in the beginning of every word.

2. Alliteration can help the slogans achieve the strong beating rhythm needed to make it a repeatable sentence. Alliterations also achieve an emphatic effect of the meaning.

For example: Greyhound Greyhound going great

3. In the present simple negative and interrogative sentence it is common to use shortened verb forms, making the sentence sound

more colloquial. In some occasions the auxiliary verb has totally been left out in the questions.

For example:

Shouldn’t you company spend less on hotel bills? FT Hotel Advertisement.

4. Comparatives and superlatives occur in almost every advertisement, often combined with the adjectives gives the positive information about the advertised item.

30 3.1 Research Object

This object of this research is the cigarette advertisement slogans. In doing the analysis, the writer uses semantic and advertisement theory to describe the usage of advertisement language in producing the cigarette advertisement slogans. The data are taken from the internet, banners, local, national and foreign TV stations, and billboards. The slogans have been produced from 2001 until 2010. The chosen objects are actually based on the interest to see the phenomena of the use of language in the advertisement that is differently unique in their structures and dictions.

The next focus is the choosing of the research data based on two kinds of meaning; namely denotative and connotative meanings. Then, by observing the slogans that appear on television, there are some questions; what are the features of meaning reflected in the cigarettes advertisement slogans and what effects are made in them.

3.2 Research Method

Characteristically, the research method used is qualitative approach since this study attempts to describe the linguistic phenomena in cigarette advertisement slogans covering what features of meaning build the characteristic of the slogan and what effects are made through the slogan language. Also, a qualitative method is used since the writer is interested in studying how the cigarette advertisement slogans occur, and how the advertiser/copywriter comes to certain choice of language used in the slogans.

To analyze a thing that typically refers to the social context, Creswell (1994:1) has assumed that.

Qualitative research is designed to be consistent with the assumptions of a qualitative paradigm. This study is defined as an inquiry process of understanding a social or human problem, based on building a complex, holistic picture, formed with words, reporting detailed views of informants, and conducted in a natural setting.

As Kutha Ratna (2004:53) mentioned:“metode deskriptif analitik dilakukan dengan cara mendeskripsikan fakta-fakta yang kemudian disusul dengan analisis, secara etimologis deskripsi dan analisis berarti menguraikan”.

In addition, analytic descriptive will be used as the method of this research. This method will be operated through the analysis of research data collection so that there will be a description of this research.

3.2.1 Data Collection

The process of collecting data goes along with some procedures. The writer follows some stages below:

1. Preparing investigation or choosing the data source (observing).

The writer did the library research and searched the homepages as well as website for some selected references, print advertisements, local, national and foreign TV commercial, and banners.

2. Collecting the data (cigarette advertisement slogans).

In this process, the collected cigarette advertisement slogans were released from 2001 until 2010. The cigarette advertisement slogans were downloaded from website then they were transcribed to phrases and clauses, and were categorized into type of cigarettes. The data were taken from several sources such as internet www.youtube.com and

www.tvconair.com

3. Choosing the data

In this process, the data collected are the slogans concerning with cigarette advertisement. The 23 cigarette advertisement slogans are chosen as the data. Then, the data are classified into two kinds of meanings namely: denotative and connotative meanings. The classification data is purposed to find out the difference of the characteristic and the effects are made in the slogan.

4. Specifying data

The writer classified 23 cigarette advertisement slogans into two kinds of meanings. There are: Denotative Meanings areA Live with Pleasure, Fresh is Cool is, Others can Only Follow, Cool Groove, Make Up Your Today’s Mind, Indonesia’s Unique Clove Cigarette, Slim Smooth Square, My Life My Adventure, Cool.Calm.Confident, Enjoy the Adventure, Deeply Enjoyable and Connotative Meanings are Come to Marlboro Country, Come to Where the Flavor is, The Flavor of Adventure, Taste Me, Light Up the Night, Mild Plus for Male Plus, How Low can You Go, Think Black, King Size, It’s Time for Classic, Show Your Red, Trial Game .The branded cigarettes are promoted in a series of advertisements to provoke the consumers about the product offered. The data classification based on the type of meaning and they are classified into the features of meaning such as metonymy, metaphor, synecdoche, hyperbole and euphemism.

3.2.2 Data Analysis

Analyzing data is one of steps conducted by the writer. Maxwell (1996:78) mentioned that data analysis is probably the aspect of qualitative research that most clearly distinguishes it from experimental and survey research. Analyzing data is carried out with the purposes of analyzing the collected data in order to clarify the theory applied. The data analysis is conducted by classifying the slogans to their meaning’s type. Then, the data classification will be analyzed

based on Leech’s theory. By examining the lexical meaning of each word; it can be found the features of meaning build the characteristic of the slogans. Next process is by explaining what effects are made in the cigarette advertisement slogans combining semantic, syntax and advertisement theories. Below is one of the analysis examples.

Corpus 1

Product name : Marlboro

Slogan :Come to Marlboro Country

The phrase Marlboro Country itself raises questions like what is Marlboro country? And where is it? The phrase is not meant to confuse the readers or the consumers; in fact the slogan uses the phrase to evoke the curiosity on the part of the consumers. Thus, the word Come as an invitation is properly used in this slogan, meaning that if someone wants to know what Marlboro Country is like, one should smoke Marlboro cigarette and find out by himself what it is actually like. They create characters of cowboys, men with their personalities which fascinate the readers. Thus the cowboys are the Marlboro men with great personalities and values of life. The slogan portrays the fresh, healthy, natural attitude, as they also embody the image of cowboys as tough individuals who are rugged, strong and independent. The word Marlboro is associated with the cigarette product on the red package, Marlboro can also be associated with the

mythical American hero and legend; the cowboys picture the ideal and appealing American life style. This image of the slogan suggests that Marlboro is for the people or men who love adventure in the natural word. Semantically, the sloganCome to Marlboro Countrybegins with the words

“Come to”,the wordComelexically meansto move to, towards, into etc. a place where the speaker or the writer is; to move in order to be with somebody at a particular place or be present at an event.The word come

is also often used when somebody invites the other person to join him in an occasion or to be with him. The use of word “Marlboro”in the slogan has Connotative meaning, the Connotative meaning emerges by phrase

“Marlboro Country”, in truth condition, the word Marlboro is not a name of country. The copywriter/advertiser uses the figure of speech which means to offer the smokers Come to Marlboro Country to find out the taste of Marlboro. The use of Marlboro word in a figurative sense involving association called Metonymy. The word “Marlboro”is used to replace the Marlboro cigarette products offered. In this case, the word Marlboro as a form of rekayasa asosiatif where the copywriter does not use words that refer directly to cigarette smoking was due to some ethic codes in advertisement. It is used to refine the product offered into something positive for consumers.

By considering the meaning of the words, it can be deduced that the structure of slogan is imperative type. The structure of the slogan is started

with Verb “Come”, there is no Subject here, and the intended subject in this slogan is clearly the hearer or second person “you”, the main component of Imperative type is to get someone to do something such as order, command, request, etc and it means you are requested intimately to

Come to Marlboro Country. Imperative type is used to tell the consumers that they should do the activity as the slogan recommends.

37

4.1 The Analysis of Cigarette Advertisement Slogans that have Connotative meanings.

Corpus 1

Product name : Marlboro

Slogan :Come to Marlboro Country

The phrase Marlboro Country itself raises questions like what is Marlboro country? And where is it? The phrase does not mean to confuse the readers or the consumers; in fact the slogan uses the phrase to evoke the curiosity on the part of the consumers. Semantically, the slogan Come to Marlboro Country begins with the words “Come to”, the word Come

lexically meansto move to, towards, into etc. a place where the speaker or the writer is; to move in order to be with somebody at a particular place or be present at an event. The wordcome is also often used when somebody invites the other person to join him in an occasion or to be with him. The use of word “Marlboro” in the slogan has Connotative meaning, the Connotative meaning emerges by phrase “Marlboro Country”, where the

phrase of Marlboro Country is associated with the name of the state. In truth condition, the word Marlboro is not a name of state, but it refers to the cigarette product on red package,Marlborocan also be associated with the mythical American hero and legend; the cowboys picture the ideal and appealing American life style. The phrase Marlboro Country creates new characteristic as an identity namely they create character of cowboys, men with their personality which fascinate the readers and the men who races a horse. The phrase Marlboro Country means Marlboro smokers’ association who has characteristic and creates an image of cowboys. The slogan portrays the fresh, healthy, natural attitude, as they also embody the image of cowboys as tough individuals who are rugged, strong and independent. In this case, the word Marlboro involves to metonymy in which the word Marlboro is used to replace the Marlboro cigarette product. This image of the slogan suggests thatMarlboro is for the people or men who love adventure in the natural world and also create intimately invitation for people to be smoker the Marlboro cigarette which has particular taste. The copywriter/advertiser used the figure of speech means to offer the smokers Come to Marlboro Country to find out the taste of

Marlboro. In this case, the word Marlboro is as a form of rekayasa asosiatif where the copywriter does not use words that refer directly to cigarette. Smoking is due to some ethic codes in advertisement. It is used to refine the product being offered into something positive for consumers.

By considering the meaning of the words, it can be deduced that the structure of slogan is imperative type. The structure of the slogan is started with Verb “Come”, there is no Subject here, and the intended subject in this slogan is clearly the hearer or second person “you”, the main component of imperative is to get someone to do something such as order, command, request, etc and it means you are requested intimately to Come to Marlboro Country. Imperative type is used to tell the consumers that they should do the activity as the slogan recommends.

Corpus 2

Product name : Marlboro

Slogan :Come to where the flavor is

Once again this is the branded cigarette which is famous of their creation of cowboys, men with their personality which fascinate the readers. Thus the cowboys are the Marlboro men with great personalities and values of life. The present images of Marlboro man is when he races to the sunset on his horse with no more than a hint of the joy of adventure in

Marlboro cigarette; the brand name or the red package. The slogan portrays the fresh, healthy, natural attitude, as they also embody the image of cowboys as tough individuals who are rugged, strong and independent. The word Come lexically means to move to, towards, into, etc. a place where the speaker or the writer is, to move in order to be with somebody at

a particular place or be present at an event. The word come is also often used when somebody invites the other person to join him in an occasion or to be with him. Thus, the use of the word come in this slogan implies an invitation from the company of the cigarette to the consumers to come and to try to smoke this brand of cigarette which delivers different tastes than others. Semantically, the word flavor means taste and smell; a particular type of taste.The lexical meaning shows that the company is trying to say this brand of cigarette has a certain taste and smell which is particular or different from the other brands of cigarettes. The phrase Where the Flavor is creates characteristic as an identity that the flavor is in Marlboro. It implies that Marlboro is the center of the flavor that it has characteristic the best flavor which is distinct from any other cigarettes’ flavor. Thus, the slogan invites people to come and to try, because Marlboro creates the best flavor, there are taste and smell identically the flavor of image cowboys which is different from the taste and smell or flavor of the other brands of cigarettes. The word“flavor”has connotative meaning.The entire context of the slogans emerges the connotative meaning as if wherever there is a taste in this brand of cigarette, the consumers will come to try and prove it. In truth condition, somebody will try the taste of the product and the product offered is expected to influence the consumers to try this brand of cigarette. The word flavor is associated with Marlboro products which have a different taste than other cigarettes, whereby said flavor is part of an

enjoyment of a cigarette products offered. In this case, the figurative sense based on part-whole relationships is also quite common and are called

synecdoche. The slogan “come to where the flavor is” is really talking about the taste of cigarette, not just flavor which is one part of the whole class of cigarette. The word flavor is a part of cigarette which is used for the whole part and one specific memberflavorof the classcigarette.

By examining slogan based on the meaning type, the slogan can be figured asimperativetype, it emerges in the first word“come”as function as verb, imperative differs structurally from other type: an imperative will typically call a ‘directive’- a term that covers request, commands, prohibitions and instructions. The imperative type used in this slogan purposes to invite or to ask the consumers to do the activity as offered.

Corpus 3

Product name : Marlboro

Slogan :The Flavor of Adventure

The slogan begins with the word flavor; the word flavoris defined as taste and smell, a particular type of taste and a special quality. The wordflavorimplies that the flavor is in the Marlboro brand. It also implies thatMarlboro is the center of the flavor that it has the best flavor which is distinct from any other cigarette’s flavor. The taste and smell are different from the taste and smell or flavor of the other brand. Besides that, the

lexical meaning of adventureisunusual, exciting or dangerous experience and excitement associated with danger and taking risk. The slogan has

connotative meaning because the slogan has a figurative of sense which is caused by a sense ofadventure, in truth conditionadventure does not have a sense, which has a sense only the products offered. The phrase the flavor of adventurecreates new characteristic as an identity that the smokers think that smoking is not an adventure but an object inhaled. The copywriter uses words figuratively to make these products attract consumers, especially the smokers. The word adventure is associated with the sense of product offered. It means the word adventure belongs to metaphor, the word adventure is comparison to the product offered, and the word adventure

transferred was the meaning of one expression to another expression. By examining the lexical and type of meaning, it can be deduced that this slogan The Flavor of Adventure belongs to Declarativestructure. As we have said, a declarative will be used, other things being equal to make a statement and roughly to tell the reader or hearer about something. In this case, the copywriter suggests that this brand has the advantages of the product offered.

Corpus 4

Product name : Camel Slogan :Taste Me!

Most current Camel cigarette contains a blend of Turkish and Virginia tobacco. The producer uses this sort of tobacco in order to make smoking ofCamelmore pleasant that makes this brand different from other cigarettes, this makeCamelbrand’s taste very original, unique and smooth. This slogan became a vagueness to understand, because the copywriter use the word meas a reference to the wordtaste,which the word meis a form of first person pronouns (grammatically). The lexical meaning of taste is defined as the sense by which a flavor is recognized, causing a particular sensation when it comes into contact with the tongue. This slogan has

connotative meaningbecause in the context, the wordmeis associated with the kind of this cigarette namely Camel cigarette. The word me means something that can be tasted as delicious as foods. The word me creates new characteristic as an identity that the cigarette product which is known has original taste, unique and smooth. The copywriter intends to further familiarizing consumers that Camel cigarette products is very easy to smoke because it offers a very smooth and different unique tastes with other tobacco products where this product produced from a mixture of Turkish and Virginia tobaccos. The copywriter suggests that the consumer should try the product which has different taste than others. The copywriter

used the exclamation as the emphasis that the copywriter means to strongly influence consumers to try the products offered. The connotative meaning is associated with cigarette product, this premises lead to the existence of figurative sense of the word me involvesmetonymy. The word me is used to replace tobacco products offered.

By examining the meaning type, it can be sketched that this slogan belongs to imperative structure; it is marked by the verb at the beginning that aims at giving the order or solicitation to consumers to try the product being offered. The imperative structure of slogan is purposed at making demands or asking the consumer to do the activities by trying this product which has particular tastes and different from other products.

Corpus 5

Product name : Pall Mall

Slogan :Light Up the Night

The slogan Light Up the Night uses the exaggerating power of the imagery. Actually the act of lighting upa cigarette will only cause a small flickering light, but in the imagery, it is made as if the act of lighting upa cigarette can light up the whole darkness of the night around the entire world. Thus the slogan suggests the exaggerating of imagery used in the slogan by the advertisers to indicate that Pall Mall is a unique, distinctive cigarette from other brands, special for the clubbers, and people who enjoy

the dynamic night-life. The slogan is also considered persuasive since it uses the appealing dynamic life-style for youngsters and the opportunity for more leisure time whenever they smoke Pall Mall added with the pride of the youngster’s personal appearance that makes better image for those who choose Pall Mall. The word light up has several meanings, the meanings are to make a person’s face to become right or lively; to provide something with light; to begin to smoke a cigarette. The word night is defined asthe time of darkness, the evening. Then we can take conclusions that this slogan has connotative meaning. Since, the night is associated with dark, it needs light, and thus it is necessary to light up a light to brighten the night. The slogan suggests that this brand of cigarette is necessary to be smoked, especially at night times. The word night creates new characteristic as an identity namely the night-life activities such as going clubbing, dancing, and having fun. The word night which corresponds to darkness, can also refer to the dark moments of a person’s life, it means the person has difficulties and problems in his life. Night life refers to night life activities are usually liked by young people, thus the market target of this brand of cigarette are the young people who like a dynamic night life. The copywriter is trying to say that if somebody wants to make his night-life complete, then he should smoke this cigarette. Besides that, the word light up may imply the spiritual brightness. The word night here may represent the time of darkness in life, the time of

difficulties and sadness. Thus, this slogan may represent the time of darkness in life. The copywriter/advertiser used the figure of speech means to offer the smokers this slogan suggests that if one smokes this brand of cigarette, spiritually his life will be bright and he will be able to think of the solution of his problems or he might cheer himself up by smoking this brand of cigarette. The use of night word in a figurative sense involving association is calledMethapor.Using the wordnightin a figurative way to represent the night-life activities such as clubbing, there is an associative relationship which makes the figurative sense. The metaphor borrows structure ideas from the domain of a night-life activities. In this case, Pall Mall cigarette encourage the smoker to smoke this cigarette. Night-life activity is being compared to the Pall Mall cigarette because of some point similarities and some common characteristics. It can be concluded that the copywriter suggests that if someone has problems, he should not be worried, he just needs to calm down and smokes this cigarette and he would be able to solve this problem.

By examining the type of meaning, the slogan belongs to Imperative structure, it means the copywriter is trying to make a command and demand to do something not very original but you get the message. Imperative usually is started with a verb and tells command message. The copywriter indicates that Pall Mall is unique and distinctive cigarette from other brands, special for people who enjoy the dynamic night-life. The

Imperative structure is used to invite the prospective consumers to do activities as instructed in the product offered.

Corpus 6

Product name : Bentoel

Slogan :Mild Plus for Male Plus

The phrasemild plusfrom the slogan may evoke an image, creating a mental picture in the minds of the readers of the slogan. The image of this slogan is life of the western. Western people usually smoke mild cigarette which has a low standard of nicotine, one may reduce the risk of smoking. The implication of the imagery is that if one smokes the cigarette, one may share the good quality of life of the western people. Thus if one smokes mild cigarette, he will look like a westerner who knows how to reduce the risk of smoking by smoking mild cigarette.

Bentoel mild offers the ultimate satisfaction and smoothness of mild cigarette formulated through the latest technology from the best blend of tobaccos and cloves provides the distinctive taste and aroma. Thus, the

mild plusis dedicated to the male plus. The open-ended slogan is designed to trigger the readers and the viewers about the image of themale plus.The

male plus is the man with positive attitude. The wordplus lexical meaning is a positive quality, and advantage. The word plus can also be associated with the meaning of better than the others. Thus, the implication of the use

of the wordplusin this slogan is to tell the consumers thatBentoel mildhas a positive quality better than other mild cigarettes. Thus, the phrase mild plus suggests that this cigarette has positive quality in terms of the low quality of nicotine. This slogan also mentionsmale plus,this phrase creates characteristic as an identity that can be understood as a male person, a man with attitude who has a positive quality better than other males. Moreover, the slogan wants to say thatBentoel mildis not for anybody, it is for males or man who is “plus” who also have positive qualities. Semantically, this slogan has connotative meaning; it is figured by the word “plus” belongs to euphemism. It is used to avoid an offensive expression for another. In this case, the copywriter used an analogy of the word plus to raise questions of the consumers to find out what is the most benefit of the product. By saying mild plus, they want to claim the quality or the excellence of the product. The slogan “mild plus for male plus” makes the consumers think and concern with themselves and the things that they care about. The slogan can also be used as the propaganda to persuade people to purchase the product. Thus, by smoking cigarette with low standard of nicotine, one may reduce the risks of smoking. It implies that if somebody wants to be better or considered as a male plus with positive attitude, then one should smoke this cigarette.

By examining semantically, it can be deduced that this slogan belongs to Declarative structure, it is figured by wordmale plus, the viewer

or listener then thinks to find solution reflected on their situation. In this case, the copywriter is trying to evoke consumers for smoking this brand than other product, if they want to be a male plus means positive or good attitude and positive qualities better than the other males. Therefore, this slogan means that Bentoel mild plus has positive quality, better than the other mild branded cigarette. The Declarative structure emerges on the

mild plus which is indicated to male plus. It purposes to make consumers look the benefit of this product offered.

Corpus 7

Product name : A Mild

Slogan :How Low Can You Go?

Sampoerna A Mild is a balanced blend of costly Java aromatic, American and other quality tobaccos. The slogan also claims that A Mild is the only cigarette with the lowest tar and nicotine. The slogan makes the people believe that A Mild is good for them, it makes them look better and live better and it even makes them ‘healthier’ due to the low nicotine and tar. The slogan convinces the readers or the viewers about the benefits of the product of A Mild, which is having a low nicotine and tar. Yet with the low nicotine and tar, the taste is still maintained, hence it still has a distinctive flavor. Thus, people would buy A Mild because they are convinced by the advertisement slogan, not because they find it amusing.

The word low is an adjective, lexically means not high/tall, below the usual, normal or average level, amount or intensity. The question that arises is that what the word low actually means in this context of slogan. Besides that, the word “you” creates new characteristic as an identity namely the word “you” is not the personal pronoun, but it refers to the cigarette product. The slogan has connotative meaning, because the word

low associated with thenicotine and tar and the word you associated with the cigarette offered. The copywriter used the word low is that this brand of cigarette contains a low quantity of nicotine. It implies that A Mild contains a low quantity of nicotine. The word low belongs to euphemism

expression; there is the substitution of one word or one expression for another. Euphemism is used to avoid the unacceptable or unpleasant expression. The copywriter suggests that although this brand of cigarette contains a low quantity of nicotine, the taste of the cigarette itself is still maintained. Its standard of nicotine is lower than the others, but the taste is steel great. Thus, this is the particular quality of this brand of cigarette. This slogan also suggests that one can still enjoy the pride of smoking without endangering one’s health by smoking A Mild.

The structure of slogan is Interrogative structure, it is figured by the question “How”; the question mark makes the reader or hearer asks about the brand promises and the benefit of this product. The slogan marked by the presence of the interrogative words “How” will be used to

pose a question where the question defines a set of possible answer and ask the consumers about the benefit of the brand of cigarette. It can be concluded that the Interrogative type is used to get more attention or impression about the product offered to the consumers.

Corpus 8

Product name : Djarum Black

Slogan :Think Black!

The image of this product is reflected in young people’s life that is creative and innovative, especially those fans of automotive world. The copywriter creates a good slogan; short and memorable that can represent all relevant aspects in it, such as service products and brand promises. The lexical meaning of the word ‘Think’ is defined as to use the mind in an active way to form connected ideas and act of thinking.The word Blackis

an adjective of the very darkest color, without hope, very sad or depressing. Semantically this slogan think black has connotative meaning, because the word black creates new characteristic as an identity namely the word black is associated to cigarette product offered which is packaged with a black color display that represents types that have aroma and distinct taste. These premises lead to the existence of figurative sense of the word black involves metonymy. The word black is used to replace tobacco products offered, so that the word blackis used by copywriters to

give the impression that this product is packaging in a black and new products for consumers.

By examining the meaning type, if we look into entire grammatical structure, this slogan has imperative structure which is marked premises formation verb 'think' as the main characteristics imperative structure, where the copywriters uses this structure to make consumers more interested in product offered that has a flavor and aroma and different from other products in the black packaged. It is marked by Verb ‘think’ as indication of imperative structure, where copywriters use this structure to make consumers more interested in products offered.

Corpus 9

Product name : Sampoerna

Slogan :king size

Sampoerna is one of the finest tobacco and clove combinations in the market. Sampoerna is always trusted in quality and its sophisticated technology, started with machine made filtered cigarettes. The slogan king sizebegins with the wordking. The wordkinglexically meansthe make ruler of an independent state, a person thought of as best or most important in some way. The word size is the dimension, extent or amount of something/somebody. The word size refers to the product. This slogan has connotative meaning, because it emerges the figurative meaning “king” where

in truth condition, the product is not only for the king. The phrase creates new characteristic as an identity namely the copywriter uses those because he wanted to disclose that consumers who use products offered looks like a

“king”, but in a state of actual users of cigarettes are not a king. The copywriter associates the word king is a man, so that if a man smoke this product they will experience looks like a king. This slogan can be used to persuade consumers to purchase and try more the product, if they want to have desire to be a king. This slogans “king size” uses hyperbole expression with more said than the writer intended the reader to understand and the exaggeration is deliberately used for effect. In this case, the product offered is not only for the high class but probably for all consumers who are interested in this cigarette because of the tagline as if for the consumers in the high class which is mostly they want be respected than others and feel look like a king.

By examining the lexical meaning and meaning type, the copywriter used the declarative structure, it can be drawn the declarative structure purposes to make or tell the advantages of the product offered that has distinct advantage of size from other product.

Corpus 10

Product name : Djarum Classic Slogan :It’s time for Classic

Lexically means the word ‘it’ is defined as personal pronoun used as the subject or object of a verb or after prep, it refers to the product of cigarette. The word classic itself means something which is very good example a particular style, action or situation. The copywriter offers a new product which brings the consumers in togetherness. The slogan has connotative meaning, because the word classic is associated with the product of cigarette. The word “classic” creates new characteristic as an identity namely it refers to the cigarette product which has different taste and feel more togetherness of the smokers’ community. This connotation of word “classic” belongs to metonymy. The word cigarette product offered was “substituting” for the word classic. It means lexeme classic

directly refers to object which is called the product of the cigarette.

By examining the meaning type, it can be deduced that this slogan has declarative structure. It roughly tells the hearer or reader about something or to make statement. The declarative structure is used to tell more benefit of this brand of cigarette and then consumer will be influenced to try the cigarette offered.

Corpus 11

Product name : Gudang Garam Merah Slogan :Show Your Red

This brand of cigarette portrays a young man who has a high social life in his environment, and the brave men. In this case, the brands of cigarette is trying to show the reality of social life in communities where there are still people who have a social life in their environment such as helping to reduce the global warming as an evidence of their awareness to the surrounding environment. The copywriter uses this slogan to show that someone who has a high social life smokes this product. The word red

creates new characteristic as an identity namely bravery, sacrifice, and struggle and it refers to types of blood. It means man masculinity can be revealed by smoking this product. Sometimes slogans are substituted in the form of cigarettes colors (red = courage = male) or properties that are identical with the nature of manhood as brave. Although the color red or brave nature does not always belong to men, but the advertisement of this slogan takes advantage of the existing stereotypes of thinking in today's society. The mind set in the society that the men are an active, dynamic, brave, and strong person, while women are so passive, domestic creatures, weak. That character is used as the main references of copywriter. The lexical means of red is adjective, name of color of fresh blood or similar color, a red color. The word red in the context is associated with the

product of cigarette. It means the word red is the brand name of the red package. Semantically, the slogan has connotative meaning, it can be figured by the word red which is associated with the product. The use of the words red in a figurative sense is involved in the association which is called metonymy; the wordredsubstitutes to the product offered.

To sum up, the slogan has Imperative structure; where the phrase of the slogan “command” and “request” show the product that has different taste, aroma and more benefit of brand of cigarette. The copywriter suggests that this product has image of a cigarette to someone who is more masculine, daring and courageous than the others. The copywriter uses this structure to make consumers more interested in this product offered that have a flavor, aroma and appearance that are different from other products in the red packaged.

Corpus 12

Product name : Djarum 76 Slogan :Trial Game

The brand 76 is one of Djarum’s main brands. It is a traditional unfiltered kretek, first was launched in 1976 (hence the name). This brand of cigarette figures the outdoor activities with extreme categories namely; rock climbing, paragliding, and rafting. The activities portray a certain level and are always affiliated with the image of man. In the society the

image of this cigarette shows people for middle to the lower class, among the elderly and is not suitable for women. This cigarette is promoted by holding several events and sponsoring the road race events. This cigarette also wants to give the effect of smoking this cigarette; consumers will be ready to face challenges and tough in the face of all things. Someone is going to feel brave and tough when smoking cigarettes. Lexically, the word trialmeans a formal examination of evidence, in a law court, an act or process of testing the ability, quality, performance, etc, an event of which animals compete or performs a difficult or annoying person, thing or experience.The wordgamemeansa form of usually competitive play or sport with rules, portion of play in certain games, a piece of fun, a type of activity or business. The slogan has connotative meaning, because the word game is associated with the product offered. The connotation Game

belongs to metaphor where the product of cigarette is comparison with the word game. Metaphor borrows structure ideas from the domain of a game and applies them to the cigarette. In this case, the cigarette is being compared to a game because of some similarities and some common characteristics. The word Game creates new characteristic as an identity namely some events or sports having hard challenges. It means the copywriter suggests that by smoking this cigarette, consumers are expected to feel the spirit of competition, to feel the incredible pleasure and not a thing to try but really enjoy nature.

APPENDIX II

Types of Cigarette

Product Category Slogans Features of meaning Characteristic/images Marlboro White

cigarette

Come to Marlboro country

Connotative(metonymy) Cowboys, masculinity, fresh.

Come to where the flavor is

Connotative(synecdoche) The centre of flavor is in Marlboro

The flavor of adventure Connotative(metaphor) Masculinity, brave of Marlboro man

Camel Taste me! Connotative(metonymy) Pleasant taste

Pall mall Light up the night Connotative(metonymy) Youngsters’ night life Bentoel Mild plus for male plus Connotative (euphemism) Good quality and

attitude of males

Camel A live with pleasure Denotative Blend turkey tobaccos

LA Light Fresh is….cool is… Denotative Taste of menthol

A mild Others can only follow Denotative Leader of cigarettes

Class Mild Cool Groove Denotative Unique and different

taste Make up your today’s

mind

Denotative People are always

A Mild Filter cigarette

How Low can you Go Connotative(euphemism) Westerner, low nicotine, healthier.

Djarum Black Think Black! Connotative (metonymy) Innovative, creative (automotive world)

sampoerna King size Connotative (hyperbole) High economic class,

smoking look like a king

Djarum Indonesia’s unique

cigarette

Denotative Original tobaccos from Indonesia

Djarum Slim smooth square Denotative Representative of all

aspect in cigarette. Djarum Super My life my adventure Denotative Smoking is the product

inhaled.

ST Dupont Cool. Calm. confident Denotative Impact of the product

offered Djarum Classic Kretek

cigarette

It’s time for classic Connotative (metonymy) Consume this cigarette always in togetherness. Gudang Garam

Merah

Show your Red! (tunjukan merahmu)

Connotative (metonymy) Social life environment Djarum 76 Trial Game Connotative (metaphor) Outdoor activities Djarum Super Enjoy the adventure Denotative Brave and adventurer Djarum coklat Deeply enjoyable Denotative Heavy tar and nicotine,

representative in genres of music

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Curriculum Vitae

A. Personal Identity

1. Name : Asih Ratnasari

2. Place and Date of Birth : Jakarta, January 23rd1985 3. Student Number : 63704038

4. Major : Sastra Inggris (S1)

5. Sex : Female

6. Nationality : Sudanese

7. Religion : Islam

8. Mobile Number : 085861128923

9. Address : Jl. Mekarrahayu Ds. Malongpong rt/rw 03/02 Kec. Maja-Kab. Majalengka

45461.

10. Email Address : mickey_pink2301@yahoo.com

11. Weight : 50Kg

12. Height : 160Cm

13. Marital Status : Single 14. Parents

1. Father : Djodjo Suhardjo

Occupation : Civil Servant (a retired of army) Address : Majalengka

2. Mother : Heni Rosmani Occupation : Housewife Address : Majalengka

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B. Formal Education

C. Informal Education

NO Year Institution

1. 1993 - 1998 SDN 1 Malongpong – Maja, Majalengka 2. 1998 - 2000 SMPN 3 Maja - Majalengka

3. 2000 - 2003 SMA 1 Majalengka

4. 2004 - UNIKOM Bandung

No. Year Description

1. 1998-1999 English Course in Indokorea Majalengka 2. 2004 English Literary Internal Training of

Education

3. February28th2009 Participant in Muslimah Seminar”Atas Nama Cinta(Mengupas Lika-liku Cinta Remaja Dalam Perspektif Islam). UNIKOM

4. May 2009 Participant in the Seminar of International relations Expo 2009 World Departure “New Perspective of Tourism as a Gateway to the Globalized World”

5. May 9th2009 The Participant of Training Journalistic 1&2 (Cyber Journalism) “ Create Your Own News”

6. June 20th2009 Copywriting Seminar and Workshop “ Copywriting as a Creative Thinking” English Department UNIKOM

7. Nov 19th2009 Participant in workshop “Pembuatan Program TV”

BIRAMA UNIKOM

8. June 12th2009 Participant in Copywriting Seminar English Department UNIKOM “Copywriting and Consumer Behaviour Seminar”

9. June 28th2009 Participant in the workshop “Translating And Interpreting Workshop”

10. July 8th2010 Participant “Pelatihan Penulisan Naskag Buku dan Karya Ilmiah” UNIKOM

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D. Experiences

1. April 2007 – January 2008 : Administration Staff in P.T Inspirasi Jelas Itqoni

(Subsidiary of Proverty).

2. October 2007 – Now : The member of FORMASI (forum Mahasiswa UNIKOM ).

3. May 2009- Now : The member of CRAYON Training Journalistic Salman ITB.

Bandung, July 12th2010