Metonymy RESULTS AND DISCUSSION

7. Asyndeton

It is the seventh figure of speech which is frequently used in cigarette advertisement slogan on the internet . It means the omission of conjunction between word, phrase and related clauses Bussmann 2006 . The most conjunction which missed is “and” . There are eleven slogans which applied asyndenton in their advertisements . Examples: 42 Be cool, be confident, be you by ST . DUPPONT PARIS 43 Cool, calm, confident by ST . DUPPONT PARIS 44 Pleasure, style, confidence by DJARUM SUPER 45 Modern full dynamic by KENEDY 46 Talk less do more by CLASS MILD Clearly, it can be explained that those slogans above omit conjunction “and” between the related words and phrases as well . Slogan 41 until 44 miss “and” between clause and phrase . Thus, the sentence probably will be Be cool , be confident and be you 41, cool, calm and confident 42, Pleasure, style and confidence 43 and modern, full, and dynamic 43 . Meanwhile, slogan 43 needs a conjunction “but” . Slogans 42 to 45 describe the taste of the cigarette by using the word cool and calm which might associated with menthol and show the characteristic of the customer as the effect of smoking the cigarette by using the words pleasure, style, confident, modern, full and dynamic . Slogan 46 persuades people to have more cigarette by smoking class mild instead of just talk . Hence, PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI the slogan means “decrease your talk but have some more your cigarette” especially class mild .

8. Personification

The other figure of speech which comes up in cigarette advertisement slogans on the internet is personification . It gives inanimate thing such a character of human being . So the inanimate things can express or act as if they are animate things or human . Some say that personification is the part of metaphor in which they give human characterization and attribute to non-human . The following example are cigarette advertisement slogans wich have sense of personification on the internet . 47 The filter moment has come by CLAS MILD 48 Let the taste take you there by LONGBEACH 49 Drive for success by GUDANG GARAM SURYA 50 Let your mind go for a walk by ABSOLUTE MILD Slogan 46 to 49 above use verb “come, take, drive and go” . Slogan 46 the filter moment means the cigarette of clas mild . In other words, this slogan wants to tell the customer that clas mild come with cigarette which are being filtered . Slogan 47 put take on the phrase . It means that Longbeach can put you there the great taste of the cigarette . Drive is used in slogan 48 . It means move or travel uses a motor vehicle and one controls the vehicle . Meanwhile, success people do not need a motor vehicle for success . There is go in 49 . Mind is the part of person which is used to think and feel some emotions . Hence, it can not PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI move or travel like in in the slogan above . It clearly shows that the brand of cigarettes are inanimate, but they have verb to make it like animate . The verb on the slogan refers to the brand of the cigarette . Hence, the brand of the cigarette is doing something come, take, follow, committed, drive, live and go like animate thing or human usually do .

9. Antithesis The last but not least, there is an antithesis in cigarette advertisement

slogan on the internet . It gives a contrast idea in slogans . It well known as “contrapositio” and “opositio” which conjoin contrasting ideas . It is also a favored rhetorical device of persuasive speech in politics and advertising Bussmann 1998 . It gives an obvious difference on the idea of the slogans . For instance, if the slogan contain some sentences, it might be the first sentence will not support the next sentence . They will show opposite meaning among them . There are just two slogans which show the use of antithesis in the list of slogan above . 50 Mild yet strong by GUDANG GARAM SURYA PRO MLD 51 Talk less do more by CLAS MILD The two slogans above show the opposite ideas between mild-strong and less-more . Those slogans obviously indicate the characteristic of the brand’s consumer . Slogan 50 shows that the character of the cigarette of gudang garam surya pro are mild but strong . It is just similar with the slogan 51, which describes the character of Clas Mild costumer is prefer to act do something rather than just talk without doing any real action .