29 linguistic units or the linguistic forms of the English slogan. Their researches
studies have led the researcher to analyze English slogan’s features used by mobile phone products. The differences are the researcher put this study focusing
on the percentage of the linguistic forms and the implicature meanings of the English slogan implied in slogan mobile phone advertisements.
C. Theoretical Framework
This part explains the theories that were used in analyzing the data of this study. All major theories are summarized and synthesized. It also explains the
reasons why the theories were needed and how this study applied the theories in the analysis. Based on the theoretical description, the researcher wraps up the
appropriate theories to accomplish the objectives of this research. In this theoretical framework, the researcher would like to present how the theories are
connected to the two research problems: Firstly, what are the linguistic forms of the English slogan used in mobile phone advertisements?. Secondly, what are the
implicature meanings of the English slogan in mobile phone advertisements?. Nowadays, the companies try to promote their products or services to the
consumers by using a creative and an interesting slogan in advertisements. Therefore, English slogans have their special characteristics and forms. In order to
answer the research problem number one, the researcher applied Warriner’s theory. Warriner 1982 states that there are several linguistic forms, namely
phrase, clause, and sentence. Those forms are relevant and directly related to the reviews of the linguistic forms of the English slogan in mobile phone
30 advertisements. Therefore, the theories and reviews of related studies about
linguistic forms of advertisements are also used to support the answer more accurately. As stated in the previous section, there are the following specific
linguistic forms according to Warriner 1982 that can be used to identify the linguistic forms of the English slogan in mobile phone advertisements. The eight
forms of phrases, four forms of sentences, and two forms of clauses. Following that, the researcher tries to identify which linguistic forms is the most frequently
used in the mobile phone products in advertisements. Then, the researcher explains what the dominant linguistic forms in the slogan of mobile phone’s
advertisements. This research used pragmatic approach in answering and analyzing the
implicature meanings of English slogans in mobile phones advertisements. The researcher used the theoretical review of concept pragmatic study in answering the
second research question. It consists of pragmatics proposed by Thomas 1995, p.21 and Yule’s theories 1996, p.4. The researcher presents the principle of
pragmatic; implicature based on the theories which are proposed by Yule 1996:40 and seconded by Grice 1983, p.127. Those theories are relevant
theories for analyzing the implicature meanings of each slogan and the theories of an advertisement slogan which are proposed by Goddard 1998 and Granat
2003. The researcher uses a pragmatic theory because it fills the gap between the theoretical and the functional use of language. It draws closer to the reality of
the language and values its immense possibilities of expression.
