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black. The advertiser used simple vocabulary to the slogan to make it memorable and easy to understand by people. The slogan also used potency feature to give
new value to the product so people will be influenced by the slogan.
g. Lexical Features of Marlboro Lights Variant
Lexical Features
Marlboro Lights Simple Vocabulary
Potency
As the previous slogan, Marlboro Light also used simple vocabulary and potency features. The slogan of Marlboro Light is the spirit of Marlboro in a low
tar cigarette. The slogan meant that the consumers could try a low tar cigarette but the taste was still similar with Marlboro cigarette. The slogan was easy to
understand because the use of vocabulary in the slogan was simple, clear, brief. Then, the slogan used potency feature. The potential word was spirit. The slogan
showed that the product give spirit of Marlboro cigarette to the consumers in the low tar variant of Marlboro cigarette.
h. Lexical Features of Marlboro Earth Variant
Lexical Features
Marlboro Earth
Weasel Word
Familiar Language
Simple Vocabulary
Euphemism Glamorization
Potency
Many lexical features appeared in Marlboro Earth. The slogan of Marlboro earth used six lexical features. They were weasel word, familiar language, simple
vocabulary, euphemism, glamorization, and potency. First, Marlboro Earth used PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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weasel word because from the slogan Mother Earth needs you people would curious and ask “How they can contribute to mother earth.” It made people bought
the product. Second, Marlboro Earth used familiar language. The use of pronoun “you” in the advertisement is to be more friendly and closer between advertisers
and consumers. The slogan of Marlboro Earth is Mother Earth needs you. The use of pronoun you in the slogan showed friendly attitude the consumers. Simple
vocabulary also appeared in Marlboro Earth as other variants. The advertiser also entered euphemism feature in Marlboro Earth. The word mother earth indicated a
planet as a woman or a goddess. The producers preferred to use “Mother earth” because they wanted to avoid the use of unpleasant word. Using “Mother earth”
was better than used “Planet”. Marlboro Earth slogan indicated that the cigarette was environmentally friendly so people would consume the product without
worrying bad effects to the environment. The connotative meaning of slogan could be used to give ideas about what the Marlboro cigarette taste like and to
avoid unpleasant words. Besides, using euphemism made audiences interested to buy the products.
The use of glamorization appeared in Marlboro Earth. The uncommon word in Marlboro Earth was mother earth. The word mother earth meant a planet
as a woman or a goddess. The use word mother earth was to make the slogan more interesting instead of using the word earth. Glamorization is used to give
glamour effect toward the advertisement. Besides, glamorization is to exaggerate the thing which is advertised. The word choice of the advertisement could
influence people’s point of view. The last lexical feature which appeared in PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
