38 The table 3.5 is used to identify the linguistic forms of the English slogan in
mobile phone advertisements. Based on their linguistic forms, the English mobile phones’ slogan could be classified in to several forms. The classification could be
seen in table 3.5. below:
Table 3.5. The Checklist of Linguistic Forms Used in English Slogans Mobile Phones’ Slogans
Linguistic Form Slogan
Frequency Percentage
Phrase Noun Phrase
Verb Phrase Adjective Phrase
Adverb Phrase Gerund Phrase
Clause Independent clause
Dependent clause
Sentence Declarative sentence
Interrogative sentence
Imperative sentence
Exclamatory sentence
∑= 100
After deciding the forms, the researcher decided and classified the slogans which were based on linguistic forms proposed by Warriner 1982. Next, the
researcher calculated the frequency of occurrence of the data by means of percentage calculation see Appendix 1. To solve the second research problem,
39 the researcher went beyond the descriptive data to analyze the implicature
meanings of English slogans by using Yule’s 1996 theory.
F. Research Procedure
This section summarizes the steps in the research. The researcher presents the procedure of this research as follows:
1. Selecting the Research Questions
In this research, the researcher focused on the English slogan in mobile phone advertisements. The researcher came up with two research problems. The
first research problem deals with the linguistic forms used. The second research problem deals with the implicature meanings of the English slogan in mobile
phone advertisements.
2. Reviewing the Literature
After formulating the research problems, the researcher tried to find the theories which are relevant to the research problems. The researcher made some
tables consisting of the kinds of linguistic forms to analyze the data. Afterwards, the researcher used the pragmatic theories especially the implicature theory, the
linguistic forms theory, and the theory of slogan in advertisements.
3. Collecting the Data
The researcher collected the data from such diverse media as printed and internet sources media. The researcher watched the advertisements presented on
television, and the internet. Then the researcher took notes and created the list of the English slogan. The data obtained were in a form of a list of the English
40 slogan in mobile phone advertisements. There were more than 21 slogans in
mobile phone products. The researcher selected 21 English slogans from mobile phone advertisements as the data source of this research. The researcher only used
the English slogan of the mobile phone taken from printed mass media and internet sources. Mostly the slogans were taken by Google search engine. The
researcher did not take the slogan from billboard on the streets.
4. Analyzing the Data
In analyzing the data, the researcher classified and categorized the data of the English slogan in mobile phone advertisements into the linguistic forms to
which they belong to. After categorizing the data, the researcher identified and classified each slogan into the linguistic forms they belonged to, then, applied the
relevant theories to answer and support the research problems which were presented in Chapter 2.
5. Drawing the Conclusion
The final step in this research is the conclusions. The researcher drew the conclusions based on the result of the data analysis. For the first research problem,
the researcher provided a report about the linguistic forms used by the English slogan in mobile phone products. For the second research problem, the researcher
explained the implicature meanings of the English slogan used in mobile phone products. Thus, the researcher drew the conclusions based on the findings related
to the study. Based on the research procedure above; selecting the research questions, reviewing related literature, collecting data, analyzing data, and
drawing conclusion were used to conduct this study.
