Analysis on the Language Style 1. The Great National Drink at the Great National Game

were selected from years to years that convey the different language styles of each datum were then explained.

A. Analysis on the Language Style 1. The Great National Drink at the Great National Game

Figure IV-1. http:www.coca-colacompany.comcoca-cola-historical-sports-photo- galleryhv-sports-baseball-nostalgia , accessed on April 22, 2015 Slogan The Great National Drink at the Great National Game was made in 1907. The advertisement which contained the slogan was published in the July 1907 issue of Outing magazine. The advertisement showed a baseball competition and it was watched by many people. a. Graphological Aspects Graphology is the study of grapheme. It is the smallest distinctive unit in the writing system of a language. In this research, the graphological aspects focus on typography, capitalization, and indentation heading. The type size of the headline of the advertisement is an 18-point type, except for the word at which uses a 14-point type. The type size of the body copy is an 8-point type. The width of letters of the headline is extra-condensed type, while the width letters of the body copy is standard type. The degree of boldness for the headline is standard bold type, and the degree of boldness for the body copy is also standard bold type. The letters used in both headline and body copy are Roman type. The capitalization of the headline follows the up style rule, which all of the words are capitalized. The indentation of the headline follows the flush left head rule. Even though the headline is not really flush to the left, but the head is more than one line. b. Phonological Aspects Since the data of the research are from printed media, the pronunciations of data actually become unknown. The phonological aspects in this analysis are used to give additional information about how the slogans are pronounced. The phonetic transcription of the slogan is: ð ə ɡreɪt ˈnaʃənəl drɪŋk at ð ə ɡreɪt ˈnaʃənəl ɡeɪm. The pattern of the slogan is found to be like this: The Great Na | tion al Drink | at | the Great Na | tion al Game w w s w w s w w w s w w s From the pattern above, it can be concluded that the meter of the slogan is free verse. It has an offbeat syllable at in the middle of the sentence. There are four feet with trochaic pattern. The first and second are less heavily stressed than the third. The alliteration can be seen in the initial sound of “The Great National, The Great N ational”, since the words the ðə, great ɡreɪt, and national ˈnaʃənəl are mentioned twice. The repetition occurs when words “The Great National” are mentioned twice. c. Lexical Features Names of specific people, places, countries, months, days, holidays, magazines and so forth are called as proper noun Quirk, and Greenbaum, 1985: 76. A proper noun is always written in capital letter. Coca-Cola, or Coke, is the proper noun of this study, since it is the brand of the beverage. In The Great National Drink at the Great National Game slogan this proper noun did not appear. The hyperbole appears in this slogan since it combines the word great with national to brag about the identity of the drink. By using the word national, people will think that the entire nation loved to drink Coke. The vocabularies used in the slogan are Great, National, Drink, and Game. Since this slogan mentions that the drink is great to be drunk at the national game, it makes an imagination for the readers of the slogan that the drink tastes great when drink it while watching a national game. d. Syntactic Categories In sentence structure rules there are some basics. Five units called elements of sentence structure comprise as one is called a sentence. Coca-Cola slogans, however, are not only composed in form of sentence structure, but also in form of phrase structure like noun phrase. Noun phrase can be in the form of simple noun phrase or complex noun phrase. Simple noun phrase is a noun modified by only pre-modifier or post-modifier. Complex noun is a noun modified by both pre-modifier and post- modifier. The phrase structure of this slogan is: The Great National Drink at the Great National Game Det Adj Adj N prep Det Adj Adj N Pre-modifier head Pre-modifier head Post-modifier This slogan is a noun phrase. The head drink is modified by the as the determiner and pre-modifier, and another noun phrase at the Great National Game as the post- modifier. This noun phrase is considered as a statement, since it states about the information of the beverage. The noun phrase is categorized as complex noun phrase, since the head of the phrase has both pre-modifier and post-modifier to modify it.

2. Quality Tells the Difference

Figure IV-2. https:www.etsy.comlisting216396287vintage-original-1919-coca- cola?ref=sr _gallery _4ga_ search_query=1919+coca-colaga_search_type=all ga_view_ type= gallery , accessed on April 22, 2015 Quality Tells the Difference is a slogan made in 1919. It appeared in May 1919‟s edition of Successful Farming. In the advertisement, the slogan did not stand as the main slogan of the advertisement. It appeared alongside the body copy of the advertisement, and as supporting ideas of the main slogan Delicious and Refreshing. a. Graphological Aspects The type size of the headline of the advertisement is a 30-point type for the word drink and a 50-point type for the words Coca-Cola. As for the subhead of the advertisement, it uses a 14-point type. Meanwhile, the type size of the body copy varied. The letter Q uses a 26-point type. The letters uality uses an 18-point type. Then, the rest of the words in the body copy uses a 14-point type. The width of letters of both the headline and the subhead are extended type, it can be seen by the way the letters are stretched, while the width letters of the body copy is standard type. The degree of boldness for the headline is standard bold type, and the degree of boldness for the body copy is also standard bold type. The letters used in both headline and body copy are Roman type. The capitalization of the headline avoids both the up style and down style rule. It can be seen by the way the letters of the nouns are all capitalized, but not for the conjunction. The indentation of the headline follows the banner rule, though the headline extends the length of the body copy. b. Phonological Aspects The phonetics transcription of the slogan is: ˈkw lɪti tɛls ðə ˈdɪfərəns. And the pattern of the slogan is found to be like this: Qua li ty | tells the | dif fer ence s w w s w s w w From the pattern, it can be seen that the meter of the slogan is called as a free verse. The first and the third foot have the dactylic pattern, while the second foot has the trochaic pattern. c. Lexical Features The imagery lies on word quality, which means that people can hear what quality says. The personification of this slogan is found from the word tells which gives an impression that an inanimate noun like quality can speak like human do. The vocabulary used in this slogan is quality and difference. d. Syntactic Categories The sentence structure of this slogan is: Quality Tells the Difference N V Det N S V Noun Phrase Direct Object This slogan is a simple sentence with a verb phrase tells, since it is a sentence as an independent clause. The verb tells is followed by a noun quality as the subject, and it follows a noun phrase the difference as the object. This simple sentence is considered as a statement, since it states about the information of the beverage.

3. Thirst Knows no Time nor Season

Figure IV-3. http:www.rare-posters.comp411.html , accessed on April 22, 2015 Thirst Knows no Time nor Season is a slogan made by Coca-Cola in 1921. It was made to change the Coke‟s position as a beverage that can be enjoyed not only in summer but also in winter. The illustration in the advertisement appeared to be a girl with flowers but dressed in winter style. The whole sentence of the slogan was used in a printed tray made by the Coca- Cola Company. In February 1923‟s edition of The Ladies Home Journal , the slogan was shortened to be Thirst Knows no Time. a. Graphological Aspects The type size of the headline of the advertisement is a 16-point type. There is no body copy in this advertisement so the type size of the body copy is unknown. The width of letters of the headline is standard type. The degree of boldness for the headline is standard bold type. The letters used in headline is Script type. The capitalization of the headline follows the down style rule, which only the opening word, reg ions‟ name, days‟ name, moons‟ name and all proper names are capitalized. If it is seen carefully, the opening letter of each word is italicized, while the other letters are not. The indentation of the headline follows the flush left head rule. b. Phonological Aspects Here is the phonetic transcription of the slogan: θəːst nəʊz nəʊ tʌɪm nɔː ˈsiːzən. The pattern of the slogan appears to be like this: Thirst | Knows no | Time nor | Sea son s s w s w s w From the pattern above, it can be concluded that the meter of the slogan is free verse. It actually has an offbeat syllable thirst in the beginning of the sentence. And then, there are three feet with trochaic pattern. Alliteration is found in the beginning of words “knows = nəʊz” and “no = nəʊ”. Assonance is also found in the end of the words “knows = nəʊz” and “no = nəʊ”. c. Lexical Features The proper noun Coke or Coca-Cola is also not found in this slogan. The vocabularies used in this slogan are thirst, knows, time, and season. The personification lies on word knows, which means that the noun thirst can feel the same feeling as human do. The imagery lies on the words thirst knows, which means that thirst has the human‟s characteristic to acknowledge something. d. Syntactic Categories Thirst Knows no Time nor Season N V Det N Conj N S V Noun Phrase Direct Object From the analysis above, it can be concluded that the slogan is categorized as a simple sentence with a verb phrase know, since it is a sentence as an independent clause. The verb knows is followed by a noun thirst as the subject. The verb knows also follows a noun phrase no time nor season as the object. This simple sentence is considered as a statement, since it states about the information that Coke can be enjoyed in any season.

4. The Pause that Refreshes

Figure IV-4. https:www.etsy.comlisting1211489681929-the-pause-that-refresh es-coca-cola?ref=sr _gallery_7ga_search_query=1929+coca-colaga_search_type =allga_view_type= gallery , accessed on April 22, 2015 Made in 1929, slogan The Pause that Refreshes also commonly known as A Refreshing Pause appeared in September 14, 1929‟s edition of the Literary Digest. a. Graphological Aspects The type size of the headline of the advertisement is a 30-point type. The type size of the body copy is an 8-point type. The width of letters of the headline is condensed type, while the width letters of the body copy is standard type. The degree of boldness for the headline is standard bold type, and the degree of boldness for the body copy is also standard bold type. The letters used in both headline and body copy are Roman type. The capitalization of the headline follows the down style rule, which only the opening words and all proper names are capitalized. The indentation of the headline follows the flush left head rule. Though the headline is not really flush to the left, but the head is more than one line. b. Phonological Aspects The phonetic transcription of the slogan is: ð ə pɔːz ðat rɪˈfrɛʃəz. The pattern of the slogan appeared to be like this: The Pause That Re fresh es w s w w s w From the pattern above, it can be concluded that the meter of the slogan is free verse because it is not metrical. It is not bound to the metrical restrictions. Because of that the slogan above is free verse, since it does not have any patterned stressed and unstressed syllables. Alliteration occurs in the initial sound ð of words “the = ðə” and “that = ðat”. Consonance occurs in words “pause = pɔːz” and “refreshes = rɪˈfrɛʃəz”. Since consonance occurs, this slogan has rhyme. c. Lexical Features In The Pause That Refreshes, the vocabularies used in the slogan are pause and refreshes . The metaphor is in the word pause, which can be interpreted as the pleasure of consuming coke takes out the weariness for a little while. The imagery of this slogan is found from the words pause and refreshes that stated a short break from an activity to consume coke refreshes body and mind. d. Syntactic Categories The phrase structure of this slogan is: The Pause That Refreshes Det N conj V Pre-modifier HeadSubject Post-modifier The categorization of this slogan is noun phrase. The head pause are modified by pre- modifier the and post-modifier subordinate that refreshes. This noun phrase is also considered as a statement, since it states about the information of the beverage of being refreshes. This slogan is categorized as a complex noun phrase.

5. Ice Cold Sunshine

Figure IV-5. http:www.thejumpingfrog.com?page=shopflypageproduct_id=132 1710keyword=1932+coca-colasearchby=titleoffset=0fs=1 , accessed on April

22, 2015

Though this slogan was made in 1932, Ice Cold Sunshine was not a well-known slogan like The Pause that Refreshes. This is proven from the Coca-Cola advertisement found in December 1932‟s The Ladies Home Journal. The slogan did not stand as a single slogan. It was included as part of narration in a small paragraph accompanied the advertisement. Ice Cold Sunshine is not the main slogan of this year. It is attached as the companion for the slogan The Pause that Refreshes. a. Graphological Aspects The type size for the headline of the advertisement is a 32-point type, for the subhead is a 22-point type, and for the body copy is a 9-point type. The width of letters of the headline and subhead are standard type, while the width letters of the body copy is also standard type. The degree of boldness for the headline, subhead and body are standard bold type. The letters used in headline, subhead, and body copy are Roman type. The capitalization of the headline follows the down style rule, which only the opening word and all proper names are capitalized. The indentation of the headline follows the crossline head rule, while the subhead follows the Flush left head rule. b. Phonological Aspects Here is the phonetic transcription of the slogan: ʌɪs kəʊld ˈsʌnʃʌɪn. The pattern of the slogan appears to be like this: Ice Cold Sun shine s s s w From the pattern above, the meter is free verse. It is called as free verse because according to Perrine, free verse is not metrical. It is not bound to the metrical restrictions. Because of that the slogan above is free verse, since it does not have any patterned stressed and unstressed syllables. c. Lexical Features In this slogan, the metaphor lies on words sunshine. When the slogan above was read, it gave an image of something cold and icy in warm weather. This cold and icy thing would make us feel energized like sunshine. The word sunshine could have two meanings. The first meaning is energizing and the second meaning is the fact that sunshine is hot. d. Syntactic Categories Ice Cold Sunshine Adj Adj N Pre-modifier Head This slogan is a noun phrase. It can be seen by the word sunshine functioned as the head of the phrase. It is followed by the pre-modifier Ice Cold. This noun phrase is considered as a statement, since it states about the information characteristics of the beverage. This slogan cannot be categorized as a complex noun phrase because it just has pre-modifier that modifies the head of the phrase.

6. Where There’s Coke, There’s Hospitality

Figure IV-6.a. http:file.vintageadbrowser.coml-a0dgng2wlp0k3b.jpg , accessed on April 22, 2015 Figure IV-6.b. https:www.pinterest.compin243264817342682775 , accessed on April 22, 2015 The “Where There’s Coke, There’s Hospitality” slogan was made in 1948. Having the similar fate with “Ice Cold Sunshine”, “Where There’s Coke, There’s Hospitality” was also not so popular. This slogan only appeared as a whole sentence in a poster released by the Coca-Cola Company. On magazines, this slogan was modified into another sentence. For example, in June 1948‟s edition of Good Housekeeping Magazine , the slogan was modified to be “Hospitality… So Easy and Welcome”. In August 1948‟s edition of Better Homes and Gardens Magazine, the slogan appeared to be “Hospitality Starts with Refreshment”. Only the word “Hospitality” from the original sentence of the slogan remained in the modified ones. a. Graphological Aspects The type size of the headline of the advertisement is a 16-point type. The type size of the body copy is a 10-point type. The width of letters of the headline is standard type, while the width letters of the body copy is also standard type. The degree of boldness for the headline is standard bold type, and the degree of boldness for the body copy is also standard bold type. The letters used in both headline and body copy are Roman type. The capitalization of the headline follows the down style rule. The indentation of the headline follows the crossline head rule, though the headline extends the length of the body copy. b. Phonological Aspects Here is the phonetic transcription of the slogan: w ɛː ðɛːs kəʊk ðɛːs h sp ɪˈtalɪti. The pattern of the slogan is shown below: Where There‟s Coke | There‟s Hos pi | tal i ty w w s s s w s w w From the pattern above, the meter is considered as free verse because it is not bound to the metrical restrictions and it does not have any patterned stressed and unstressed syllables. In the first foot, it follows the anapestic rule. It follows the dactylic rule in the third foot, while the second foot violates all the metrical feet rules. Alliteration occurs in the initial sound ð of word there ð ɛ: since that word are mentioned twice. The repetition is also found by the word there which is mentioned twice. Assonance is found by “Where wɛː” and “There ðɛː”. c. Lexical Features Metaphor is found in word “hospitality”, which also makes it as an interesting diction of this slogan. In this slogan, proper noun “Coke” is also found. Hospitality means treatment, reception, or disposition. By imaging the hospitality with Coke, the slogan wanted to emphasize that by having Coke, it will feel like a nice treatment. d. Syntactic Categories Where There‟s Coke, There‟s Hospitality Adv V N Pre-det V N Subordinate Clause Main Clause Based on the sentence element above, the slogan is considered as adverbial clause, with “There‟s Hospitality” as its independent clause. This slogan is also considered as a complex sentence, since it has more than one clause. This adverbial clause is considered as a statement, since it states about the eminence of the beverage.

7. The Cold Crisp Taste of Coke

Figure IV-7. https:www.etsy.comlisting2245905531958-coca-cola-rare-vintage- 1960coca ?ref=sr_ gallery_23ga_search_query=1958+coca-colaga_search_type= allga _view_type =gallery , accessed on April 22, 2015 Having no different circumstances from the slogans “Ice Cold Sunshine” and “Where There‟s Coke, There‟s Hospitality”, though made in 1958 as an official slogan, the “Cold Crisp Taste of Coke” appeared only to accompany a more well- known slogan “The Sign of Good Taste”. It can be proven from the advertisement found on the back cover of one o f 1958‟s edition of Time Magazine. a. Graphological Aspects The type size of the headline of the advertisement is a 14-point type. The type size of the body copy is a 12-point type. The width of letters of the headline is condensed type, while the width letters of the body copy is standard type. The degree of boldness for both headline and body copy are standard bold type. The letters used in both headline and body copy are Gothic type. The capitalization of the headline follows the up style rule, which all of the words are capitalized. The indentation of the headline follows the banner rule. b. Phonological Aspects The phonetic transcription of the slogan is: ð ə kəʊld krɪsp teɪst əv kəʊk. The pattern of the slogan is shown below: The Cold Crisp Taste of Coke w s s s w s The meter is considered as free verse, since it does not have any patterned stressed and unstressed syllables. The word Cold, Crisp, and Taste are stressed because they are adjective and noun words. The alliteration in the slogan The Cold Crisp Taste of Coke occurs in the initial sound k of word cold k əʊld and crisp krɪsp. The assonance is found in the vowel “o eu” Cold, Coke. The metaphors are “Cold Crisp Taste”, states that Coke tastes so nice. c. Lexical Features The interesting dictions in this slogan are Cold, Crisp, and Taste. In the slogan, the proper noun Coke is mentioned. The metaphors are Cold Crisp Taste which means that Coke tastes so nice. The imagery is also found in words Cold Crisp Taste. It gives an image of beverage which is so cold, has a distinctive crisp feeling because it is carbonated, and tastes so good. d. Syntactic Categories Here is the phrase structure of the slogan: The Cold Crisp Taste of Coke Det Adj Adj N prep N Pre-modifier Head Post-modifier From the phrase structure above, this slogan is considered as a noun phrase, since it is a kind of saying that the coke tastes so cold and crispy. This slogan is also categorized as a noun phrase. It has both pre-modifier and post-modifier to modify the head which makes the slogan to be a complex noun phrase. The slogan is also categorized as a statement phrase, since it states a distinctive taste of coke as a carbonated beverage.

8. Things Go Better with Coke

Figure IV-8. http:www.thejumpingfrog.com?page=shopflypageproduct_id=986 746keyword=1963+coca-colasearchby=titleoffset=0fs=1 , accessed on April 22, 2015 Things Go Better with Coke is a slogan which was made in 1963. The slogan contained in an advertisement which appeared on 16 November 1963‟s edition of New Yorker Magazine . a. Graphological Aspects The headline of the advertisement is also used as the slogan of the advertisement. The type size of the headline of the advertisement varied. In the first word things, it is a 11-point type, then gradually changing to 18-point type in the second word go, 26- point type in the third word better, 30-point type in the fourth word with, and 36- point type in the fifth word Coke. The type size of the body copy is an 11-point type. The width of letters of both the headline and the body copy are standard type. The degree of boldness for the headline is boldfaces type, and the degree of boldness for the body copy is standard bold type. The letters used in both headline and body copy are Roman type. The capitalization of the headline follows the down style rule. The indentation of the headline follows the flush left head rule, though the headline is not really flush to the left, but the head is more than one line. b. Phonological Aspects The phonetic transcription of the slogan is: θɪŋs ɡəʊ ˈbɛtə wɪð kəʊk. The pattern of the slogan is shown below: Things Go Bet ter with Coke s s s w w s From the pattern above, it can be concluded that the meter of the slogan is free verse. It does not have any patterned stressed and unstressed syllables. c. Lexical Features The proper noun Coke is found in this slogan. The vocabularies used in this slogan are things, go, better, and coke. The personification lies on word go, which means that the noun things can work or do something as people do. The imagery lies on the words things go better, which means that things have the human‟s characteristic to acknowledge something. d. Syntactic Categories Things Go Better with Coke N V Adj Prep N Noun Phrase Direct Object From the analysis above, it can be concluded that the slogan is categorized as a simple sentence with a verb phrase go, since it is a sentence as an independent clause. The verb go is followed by a noun things as the subject. The verb go also follows a noun phrase better with coke as the object. This simple sentence is considered as a statement, since it states about the information that Coke will make anything better once it is consumed.

9. Coke Adds Life

Figure IV-9. http:www.thejumpingfrog.com?page=shopflypageproduct_id=986 771keyword=Coke+Adds+Lifesearchby=titleoffset=0fs=1 , accessed on April

22, 2015

Coke Adds Life is a Coca-Cola slogan which was made in 1976. It appeared in April 1977‟s edition of Hot Rod Magazine. a. Graphological Aspects The type size of the headline of the advertisement is a 60-point type for word Coke and a 52-point type for words adds life. The type size of the body copy is a 21- point type. The width of letters of both the headline and the body copy are standard type. The degree of boldness for the headline is standard bold type, and the degree of boldness for the body copy is also standard bold type. The letters used in both headline and body copy are Script type, except for the word Coke in the beginning of the headline which letters uses the Roman type. The capitalization of the headline follows the down style rule. The indentation of the headline follows the crossline head rule, though the headline is not really flush to the left. b. Phonological Aspects Here is the phonetic transcription of the slogan: k əʊk ads lʌɪf. The pattern of the slogan is shown below: Coke | Adds | Life s s s From the pattern above, it can be concluded that the meter of the slogan is free verse with three monosyllabic feet. As Perrine has stated, a stressed syllable which stands by itself is called as a monosyllabic foot Perrine, 1969: 197. It does not have any patterned stressed and unstressed syllables. c. Lexical Features The proper noun Coke is found in this slogan. The vocabularies used in this slogan are coke, add, and life. The personification lies on word adds, which means that the noun coke can give something to anyone else as people do. The imagery lies on the words adds life, which means that coke brings back the positive energy after it is consumed. The word life, however, has the hyperbole element. It means that coke brings back the positive energy to the point it brings back the life. The metaphor is found in this slogan. Coke is being compared with life, which means that coke is the same as giving life. d. Syntactic Categories Coke Adds Life N V N S V Direct Object From the analysis above, it can be concluded that the slogan is categorized as a simple sentence with a verb phrase add because it is a sentence as an independent clause. The verb adds is followed by a noun coke as the subject. The verb adds follows a noun life as the object. This simple sentence is considered as a statement, since it states about the information that Coke is a soothing beverage.

10. You Can’t Beat the Feeling

Figure IV-10. http:www.ebay.caitm1996-Coca-Cola-ad-page-CANT-BEAT-THE -FEEL ING-St-Louis-Cardinals-351384329424?pt=LH_DefaultDomain_0hash= item 51d0235cd0 , accessed on April 22, 2015 Made in 1987, the slogan You Can’t Beat the Feeling appeared as a whole sentence in posters Coca-Cola release d in that year. In 1987‟s edition of St. Louis Cardinals Magazine , the slogan was shortened to be Can’t Beat the Feeling. a. Graphological Aspects The type size of the headline of the advertisement is a 26-point type. The advertisement does not have body copy. The width of letters of the headline is condensed type. The degree of boldness for the headline is boldface type. The letters used in both headline is Sans serif type. The capitalization of the headline follows the down style rule. The indentation of the headline follows the crossline rule. b. Phonological Aspects Here is the phonetic trans cription of the slogan: juː k ːnt biːt ðə ˈfiːlɪŋ. The pattern of the slogan appears as shown below: You Can‟t | Beat the | Feel ing w s s w s w From the pattern above, the meter of the slogan is considered as free verse, since it does not have any patterned stressed or unstressed syllables. The first foot of the slogan actually follows the iambic rule. Yet, the second and the third foot of the slogan follow the trochaic rule. Since in one sentence the feet do not follow the same metrical rule, it is considered as free verse. c. Lexical Features The proper noun Coke or Coca-Cola is also not found in this slogan. The vocabularies used in this slogan are you, can, beat, and feeling. The personification lies on word beat, which means that the noun feeling can have the same, even more ability as human you do in doing something. The imagery lies on the words beat the feeling , which means that feeling has the human‟s characteristic to achieve something. d. Syntactic Categories You Can‟t Beat the Feeling Pron Mod V Det. N S V Noun Phrase Direct Object From the analysis above, it can be concluded that the slogan is categorized as a simple sentence with a verb phrase can’t beat since it is a sentence as an independent clause. The verb phrase can’t beat is followed by a pronoun you as the subject. The verb phrase can’t beat also follows a noun phrase the feeling as the object. This simple sentence is considered as a statement, since it states about the information that the feeling of consuming coke cannot be compared with anything.

11. Always Coca-Cola

Figure IV-11. http:books.google.co.idbooks?id=y8oDAAAAMBAJprintsec= frontcoversource=gbs_v2_summary_rredir_esc=yv=onepageqf=false , accessed on April 30, 2015 Always Coca-Cola is a Coca-Cola slogan made in 1993. It then appeared on May 1993‟s edition of Ebony Magazine page 75. a. Graphological Aspects The type size of the headline of the advertisement is a 28-point type in the first line and a 140-point type in the second line. The advertisement also does not have body copy. It only has the logo of the brand. The width of letters of the headline is extended type in the first line and extra-condensed type in the second line. The degree of boldness for the headline is standard bold type in the first line and boldface type in the second line. The letters used in the first line of headline is Roman type and Gothic type is used in the second line of headline. The capitalization of the headline follows the up style rule in the first line and down style rule in the second line with an exception for the letter “R” which is capitalized. The indentation of the headline follows the banner rule. b. Phonological Aspects The phonetic transcription of the slogan is: ˈɔːlweɪz ˈkəʊkə ˈkəʊlə. Here is the pattern of the slogan: Al ways | Co ca | Co la s w s w s w From the pattern above, it can be seen that the meter of the slogan is composed of trochaic feet, which has two syllables. The first syllable is more heavily stressed than the second syllable. The feet are three. It can be concluded that the meter of the slogan is trochaic trimester. Alliteration is found in the beginning of words “coca = ˈkəʊkə” and “cola = ˈkəʊlə”. Assonance is also found in the end of the words “coca = ˈkəʊkə” and “cola = ˈkəʊlə”. c. Lexical Features The proper noun Coca-Cola is found in this slogan. The vocabularies used in this slogan are always, and coca-cola. d. Syntactic Categories Always Coca-Cola Adv N From the analysis above, it can be concluded that the slogan is categorized as a noun phrase. The noun phrase cannot be categorized as complex noun phrase, since the head of the phrase coca-cola is only followed by an adverb always as the pre- modifier. This noun phrase is considered as a statement, since it states about the information that Coke can be enjoyed in any season.

12. Open Happiness

Figure IV-12. http:blog.wk.com20090522open-happiness , accessed on May 8, 2015 Open Happiness is Coca-Cola slogan which was made in 2009. It is so hard to find the printed media version of an advertisement which is containing this slogan. Therefore poster, which is also a kind of printed media, is used for this research. The poster was made by Wieden+Kennedy, an independently owned American advertising agency. The poster was made in 2009, with Hal Curtis and Sheen Brady as Creative Directors, Chris Thurman and James Moslander as Art Director, Marc D‟Avignon as Copywriter, Ryan Peterson as Account Team, Andrea Nelsen as Project Manager, Marni Beardsley, Leah Jacobson, and Mia Chong-Hanssen as Art Buyers, Shari Eiesland and Michael Frediani as Studio Managers, Cari Vander Yacht and Qiao Lin as Studio Artists, Peter Lindman as Retouching, and Gary Land as Photographer and Retouching source: official blog of Wieden+Kennedy Portland, http:blog.wk.com , accessed on 10 May, 2015. a. Graphological Aspects The type size of the headline of the advertisement is a 34-point type. The advertisement does not have body copy. The width of letters of the headline is standard type. The degree of boldness for the headline is standard bold type. The letters used in headline is Gothic type. The capitalization of the headline follows the down style rule, in other words, the words are not capitalized at all. The indentation of the headline follows the crossline head rule. Even though the headline is not really flush to the left. b. Phonological Aspects Here is the phonetic transcription of the slogan: ˈəʊpən ˈhapɪnəs. The pattern of the slogan is shown below: O pen Hap pi ness s w s w w From the pattern above, it can be concluded that the meter of the slogan is free verse. It does not have any patterned stressed or unstressed syllables. c. Lexical Features The proper noun Coke or Coca-Cola is also not found in this slogan. The vocabularies used in this slogan are open, and happiness. The imagery is found in this slogan. The noun phrase Open Happiness gives off an imagination about the happy thing which is opened and can attach to everyone. Metaphor is also found in this slogan. The word open and happiness are combined to make a meaning that happiness is something opened. Being happy has a meaning that it could show the gratitude to everyone. d. Syntactic Categories Open Happiness Adj Noun From the analysis above, it can be concluded that the slogan is categorized as a noun phrase. The head of the phrase happiness is followed by an adjective open as pre-modifier. This noun phrase is considered as a statement, since it states about the information that Coke can be enjoyed in any season. The analysis above can be summarized in tables below: Table 1. a. Graphological Aspects No. Advertisement Slogans Categories Graphological Aspects Typo Cap Indent T.S. T.C. W D R F 1. The Great National Drink at the Great National Game Noun Phrase √ √ √ √ √ √ 2. Quality Tells the Difference Simple Sentence √ √ √ √ √ √ 3. Thirst Knows no Time nor Season Simple Sentence √ √ √ √ √ √ 4. The Pause that Refreshes Noun Phrase √ √ √ √ √ √

5. Ice Cold Sunshine

Noun Phrase √ √ √ √ √ √ 6. Where There ‟s Coke, There‟s Hospitality Adverbial Clause √ √ √ √ √ √ 7. The Cold Crisp Taste of Coke Noun Phrase √ √ √ √ √ √ 8. Things Go Better with Coke Simple Sentence √ √ √ √ √ √

9. Coke Adds Life

Simple Sentence √ √ √ √ √ √ 10. You Can‟t Beat the Feeling Simple Sentence √ √ √ √ √ √ 11. Always Coca-Cola Noun Phrase √ √ √ √ √ √ 12. Open Happiness Noun Phrase √ √ √ √ √ √ Notes: Typo : Typography D : Degree of Boldness T.S. : Type Size RF : Race and Family T.C. : Type Classification Cap : Capitalization W : Width of Letter Indent: Indentation Table 1. b. Phonological Aspects No. Advertisement Slogans Categories Phonological Aspects Met Rhy All Ass Con Rep 1. The Great National Drink at the Great National Game Noun Phrase √ - √ - - √ 2. Quality Tells the Difference Simple Sentence √ - - - - - 3. Thirst Knows no Time nor Season Simple Sentence √ - √ √ - - 4. The Pause that Refreshes Noun Phrase √ √ √ - √ -

5. Ice Cold Sunshine

Noun Phrase √ - - - - - 6. Where There‟s Coke, Th ere‟s Hospitality Adverbial Clause √ - √ √ - √ 7. The Cold Crisp Taste of Coke Noun Phrase √ - √ - - - 8. Things Go Better with Coke Simple Sentence √ - - - - -

9. Coke Adds Life

Simple Sentence √ - - - - - 10. You Can‟t Beat the Feeling Simple Sentence √ - - - - - 11. Always Coca-Cola Noun Phrase √ - √ √ - -

12. Open Happiness

Noun Phrase √ - - - - - Notes: Met : Meter Ass : Assonance Rhy : Rhyme Con : Consonance All : Alliteration Rep : Repetition Table 2. Lexical Features No. Advertisement Slogans Categories Lexical Features Pro Voc Ima Met Hyp Per Sim 1. The Great National Drink at the Great National Game Noun Phrase - √ √ - √ - - 2. Quality Tells the Difference Simple Sentence - √ √ - - √ - 3. Thirst Knows no Time nor Season Simple Sentence - √ √ - - √ - 4. The Pause that Refreshes Noun Phrase - √ √ √ √ - - 5. Ice Cold Sunshine Noun Phrase - √ √ √ √ - - 6. Where There‟s Coke, There‟s Hospitality Adverbial Clause √ √ √ √ √ - - 7. The Cold Crisp Taste of Coke Noun Phrase √ √ √ √ √ - - 8. Things Go Better with Coke Simple Sentence √ √ √ - √ √ -

9. Coke Adds Life

Simple Sentence √ √ √ √ √ √ - 10. You Can‟t Beat the Feeling Simple Sentence - √ √ - √ √ - 11. Always Coca-Cola Noun Phrase √ √ - - - - - 12. Open Happiness Noun Phrase - √ √ √ - - - Notes: Pro : Proper Noun Hyp : Hyperbole Voc : Vocabulary Per : Personification Ima : Imagery Sim : Simile Met : Metaphor Table 3. Syntactic Categories No. Advertisement Slogans Categories Syntactic Categories Sent. Str. Simp. Sent. Comp. Sent. Ell Comp. NP 1. The Great National Drink at the Great National Game Noun Phrase √ - - - √ 2. Quality Tells the Difference Simple Sentence √ √ - - - 3. Thirst Knows no Time nor Season Simple Sentence √ √ - - - 4. The Pause that Refreshes Noun Phrase √ - - - √ 5. Ice Cold Sunshine Noun Phrase √ - - - - 6. Where There‟s Coke, There‟s Hospitality Adverbial Clause √ - √ - - 7. The Cold Crisp Taste of Coke Noun Phrase √ - - - √ 8. Things Go Better with Coke Simple Sentence √ √ - - -

9. Coke Adds Life

Simple Sentence √ √ - - - 10. You Can‟t Beat the Feeling Simple Sentence √ √ - - - 11. Always Coca-Cola Noun Phrase √ - - - - 12. Open Happiness Noun Phrase √ - - - - Notes: Sent. Str. : Sentence Structure Ell : Ellipsis Simp. Sent. : Simple Sentence Comp. NP : Complex Noun Phrase Comp. Sent.: Complex Sentence Most of the advertisements‟ headlines use type size ranged from 14-point type to 140-point type. The smallest type size is found in the slogan Things Go Better with Coke . The largest type size is found in the slogan Always Coca-Cola. The type size used by most of the advertisements‟ subheads ranged from 14-point type to 21-point type. Then, most of the advertisements‟ body copy use type size ranged from 8-point type to 12-point type. Coke Adds Life is the only slogan which uses the largest type size, a 21-point type. The width of letters of extra-condensed type is found in the slogan The Great National Great at the Great National Game and Always Coca-Cola. The width of letters of condensed type is found in the slogan The Pause that Refreshes, The Cold Crisp Taste of Coke, and You Can’t Beat the Feeling. The width of letters of the standard type is the mostly used width of letters and it is found in the slogan Thirst Knows no Time nor Season, Ice Cold Sunshine, Where There’s Coke, There’s Hospitality, Things Go Better with Coke, Coke Adds Life, and Open Happiness. Quality Tells the Difference and Always Coca-Cola are the slogans which use the extended type of the width of letters. All of the body copy of the slogans uses the standard type of the width of letters. The degree of boldness of standard bold type is the mostly used degree of boldness in headline, subhead, and body copy and it is found in the slogan The Great National Drink at the Great National Game, Quality Tells the Difference, Thirst Knows no Time nor Season, The Pause that Refreshes, Ice Cold Sunshine, Where There’s Coke, There’s Hospitality, The Cold Crisp Taste of Coke, Coke Adds Life, and Open Happiness. Things Go Better and You Can’t Beat the Feeling are slogans which use the boldface type for their headline, while Always Coca-Cola uses both standard bold and boldface type for its headline. The race and family of Roman type is the mostly used font type in the advertisements which contain slogan The Great National Drink at The Great National Game, Quality Tells the Difference, The Pause that Refreshes, Ice Cold Sunshine, Where There’s Coke, There’s Hospitality, and Things Go Better with Coke. The race and family of the Gothic type is used in the advertisements which contain the slogan The Cold Crisp Taste of Coke and Open Happiness. The Script type is used in Thirst Knows no Time nor Season. You Can’t Beat the Feeling uses the Sans serif type. Always Coca-Cola uses both Roman and Gothic type in its headline. Coke Adds Life uses Script type for both its headline and body copy, and also Roman type for the word Coke. The down style rule of capitalization is the most used rule in the advertisements which contain slogan Thirst Knows no Time nor Season, The Pause that Refreshes, Ice Cold Sunshine, Where There’s Coke, There’s Hospitality, Things Go Better with Coke, Coke Adds Life, You Can’t Beat the Feeling, and Open Happiness. The advertisements which use the up style rule are The Great National Drink at the Great National Game and The Cold Crisp Taste of Coke. Always Coca-Cola uses both the up and down style rule, while Quality Tells the Difference violates both the up and down style rule. The flush left head rule is the indentation rule used in the headline of advertisements which contain slogan The Great National Drink at the Great National Game, Quality Tells the Difference, Thirst Knows no Time nor Season, The Pause that Refreshes, and Things Go Better with Coke. Subhead of the advertisements which contain slogan Ice Cold Sunshine uses the flush left head rule. The crossline rule is used in the headline of advertisements which contain slogan Ice Cold Sunshine, Where There’s Coke, There’s Hospitality, Coke Adds Life, You Can’t Beat the Feeling, and Open Happiness. The banner rule is used in the headline of The Cold Crisp Taste of Coke and Always Coca-Cola, and in the subhead of Quality Tells the Difference . Based on table 1.b., it can be seen that alliteration is the mostly used phonological aspect in the advertisement which contain slogan The Great National Drink at The Great National Game, Thirst Knows no Time nor Season, The Pause that Refreshes, Where There’s Coke, There’s Hospitality, The Cold Crisp Taste of Coke, and Always Coca-Cola. Assonance is found in Thirst Knows no Time nor Season, Where There’s Coke, There’s Hospitality, and Always Coca-Cola. Rhyme is found only in The Pause that Refreshes. Consonance is also only found in The Pause that Refreshes. Repetition is found in The Great National Drink at the Great National Game and Where There’s Coke, There’s Hospitality. Quality Tells the Difference, Ice Cold Sunshine, Things Go Better with Coke, Coke Adds Life, You Can’t Beat the Feeling, and Open Happiness are the slogans which do not have any other phonological aspects beside meter. Based on table 2, it is shown that imagery is the most used lexical feature and among the twelve slogans, only the slogan Always Coca-Cola which does not use imagery. Hyperbole is the second most used lexical feature in the advertisements which contain slogan The Great National Drink at the Great National Game, The Pause that Refreshes, Ice Cold Sunshine, Where There’s Coke, There’s Hospitality, The Cold Crisp Taste of Coke, Things Go Better with Coke, Coke Adds Life, and You Can’t Beat the Feeling. There are six slogans which use metaphor, The Pause that Refreshes, Ice Cold Sunshine, Where There’s Coke, There’s Hospitality, The Cold Crisp Taste of Coke, Coke Adds Life, and Open Happiness. Personification is used by five slogans, Quality Tells the Difference, Thirst Knows no Time nor Season, Things Go Better with Coke, Coke Adds Life, and You Can’t Beat the Feeling. Proper noun is also used by five slogans, Wh ere There’s Coke, There’s Hospitality, The Cold Crisp Taste of Coke, Things Go Better with Coke, Coke Adds Life, and Always Coca-Cola. Based on table 3, it is shown that six slogans such as The Great National Drink at the Great National Game, The Pause that Refreshes, Ice Cold Sunshine, The Cold Crisp Taste of Coke, Always Coca-Cola, and Open Happiness are in the form of noun clause. The form of simple sentence is used in by slogans such as Thirst Knows no Time nor Season, Quality Tells the Difference, Things Go Better with Coke, Coke Adds Life, and You Can’t Beat the Feeling. The form of adverbial clause is only used by a slogan Where There’s Coke, There’s Hospitality. The noun phrase which is in the form of complex noun phrase is found only in The Great National Drink at the Great National Game, The Pause that Refreshes, and The Cold Crisp Taste of Coke. The only complex sentence is the adverbial clause Where There’s Coke, There’s Hospitality , since there are more than one clause in the sentence. B. B. 1. Analysis on the Language Devices in Persuasive Strategies