20 known by the speaker and the hearer so the hearer can interpret the speaker’s
utterance. In short, understanding context is important in a pragmatic study.
A language context consists of several factors. According to Leech 1983, the elements of communication include:
Table 2.1 Factors of Context Language Context
Definition
The addresser It is the person who originates the message
The addressee It is the person to whom the message is addressed
The channel It is the medium through which the message travels,
sound wave, marks on paper, telephone wires, words processor screens.
The message form It is the particular grammatical and lexical choices of the
message.
The topic It is the information carried in the topic.
The code It is the language and the dialect.
The setting It is the social or physical context.
Leech, 1983, p.23 From the table above, we know that in communication there are many
elements involved. It means that each element gives its contribution in communication. The language is a medium used to deliver the utterance’s goal in
communication.
21
5. Linguistic Forms
The researcher analyzed the forms of the English slogan in electronic products using the linguistic forms theory proposed by Warriner 1982. The
linguistic forms deal with the form of phrase, clause, and sentence.
a. Phrase
A phrase is a group of words that is used as a single part of a speech and does not contain a verb and its subject Warriner, 1982, p.92. It means that a
phrase is compound words that have a meaning but does not have a subject and a
predicate. This classification consists of the following eight kinds of phrases: Table 2.2 Kind of Phrases, Definitions, and Examples
The kinds of phrase Definition
Example
Prepositional phrase Prepositional phrase is a
group of words that contain no verb and begin with
preposition and end with a noun of pronoun.
After the seminar With blonde hair.
With beautiful dress
Adverb phrase An adverb phrase is a
prepositional phrase that modifies a verb, an adjective
or adverb. Tom will see her later in
the day . In the day is an
adverb modifying the adverb later.
Participle phrase A participle phrase consists
of a participle and its related words, such as modifiers
and complement, all of which act together as an
adjective Rina is swimming
quickly. Participle with
adverb modifier quickly
Gerund phrase A gerund consists of a
gerund together with its complement and modifiers,
all of which act together as a noun.
I dislike talking loudly in the corridor.
The gerund phrase is used as the
object of verb dislike .the gerund
talking is
modified by the adverb loudly and by
prepositional phrase in the corridor.
22
The kinds of phrase Definition
Example
Infinitive phrase An Infinitive phrase consists
of an infinitive together with its complement and
modifiers. We were glad to hear an
answer. The infinitive
phrase is used to as an adverb modifying the
predicate adjective glad; the infinitive has direct
object answer
Noun phrase Noun phrase is a phrase
composed of head and modifiers that the headword
is a noun. The function of noun phrase in a sentence is
as subject, object and complement
He buys a red hat Roni is a doctor
Verb phrase It is formed by verb and
modified by adverb and may have a complement
He had finished his job by the time.
Adjective phrase It is prepositional phrase
that modifies a noun or pronoun. An adjective
phrase is a group of words including an adjective and
its complements or modifier that functions as an
adjective. The door of the car is
dirty
From the definitions and examples of the linguistic forms in the table above, the researcher categorized and analyzed the English slogan in mobile
phone advertisements where the slogan belongs to.
b. Clause
A clause is a group of words which contains a verb and its subject and is
used as a part of a sentence Warriner, 1982:93. There are two types of clause
offered by Warriner 1982, being independent and dependent clause p.94. An independent clause or a main clause expresses a complete thought and can stand
23 by itself as a sentence. For example: I baked her cake. In an independent clause
in this sentence “Since it was my mother’s birthday, I baked her cake”. On the other hand, a dependent clause does not express a complete thought and cannot
stand by itself. It begins with words like for, since, when, if, or as. For example: Since most plants die without light,
we moved our houseplants closer to the window.
c. Sentence
A sentence is a group of words expressing a complete thought Warriner, 1982, p.95. He states that a sentence begins with a capital letter and concludes
with an end mark, a period, a question mark, or an exclamation point. Every sentence has its classification sentence to make it essay to understand by people.
The sentences may be classified according to their purpose. There are four kinds of sentences:
Table 2.3 Sentence Classification Classifying sentences
Definition Example
A declarative sentence It’s making a statement.
It is followed by a period. The shop is closed at
night. There are tigers at the
zoo now.
An interrogative sentence An interrogative sentence asks a question. It is
followed by question mark.
What are you eating? It is delicious, isn’t it?
An imperative sentence An imperative sentence
gives a command or makes a request. It is
followed by a period. Strong commands are
followed by exclamation points.
Do your homework each night
Watch out Try this new recipe
