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a universal timelessness. It also happened in Marlboro Earth slogan so that slogan could be use whenever published. Then, the complete sentence of Marlboro earth
slogan should be, “Mother Earth needs you so you have to smoke Marlboro Earth to keep the earth.”
i. Syntactic Features of Marlboro Skyline
Variant Syntactic Features
Marlboro Skyline Sort
Sentence Present
Tense Syntactic
Parallelism Ellipsis
Incomplete Sentence
The slogan of Marlboro Skyline is cool menthol, cool finish. Short sentence and present tense were found in this slogan. Then, the researcher also
found syntactic parallelism in Marlboro Skyline. Leech 1972 says that parallelism is a repetition of formal patterns of two or more similar ideas in
similar structural forms. The word cool was syntactic parallelism feature. The word cool made the phrase of slogan more interesting. Marlboro Skyline also used
ellipsis, Cool menthol, cool finish. The grammatical rules should be You will get cool menthol sensation until you finish the last puff. Last, incomplete sentence
feature appeared in this slogan.
j. Syntactic Features of Marlboro Blend No. 54
Variant Syntactic Features
Marlboro Blend No. 54
Short Sentence
Present Tense
Syntactic Parallelism
Ellipsis Incomplete
Sentence PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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The last slogan is Marlboro Blend No. 54, richer, bolder. Marlboro Blend No. 54 used five syntactic features. As other Marlboro variants, this slogan used
short sentence and present tense. Moreover, syntactic feature appeared in this slogan. The word –er in richer, bolder was the syntactic parallelism. Besides
those features, the writer found ellipsis in Marlboro Blend No. 54 slogan. The slogan should be We have new variant Marlboro cigarette which is richer of
ingredients and bolder of taste than other variants before. If the slogans used grammatical rules it would be long sentence and it looked too formal so the
advertisers used ellipsis in the slogans. Incomplete sentence also indicated in the slogan. The slogan could be arranged in complete sentence as The flavor of
Marlboro Blend No. 54 is richer and bolder cigarette than other cigarette so you have to consume it.
B. The Persuasion Techniques of Marlboro Cigarette Advertisement Slogans.
According to Kleppner 1986, the classification of persuasive techniques is divided into marketing situation and human characteristics. There are three
persuasive techniques. They are pioneering stage, competitive stage, and retentive stage. Each Marlboro cigarette advertisement slogans could be categorized into
Kleppner’s classification by analyzing the diction and grammatical of the slogans. Based on Marlboro cigarette advertisement slogans analysis, the slogans used
different persuasion techniques to distinguish the goals of advertising. Most of Marlboro Cigarette advertisement slogans used two of persuasion techniques for
