23 by itself as a sentence. For example: I baked her cake. In an independent clause
in this sentence “Since it was my mother’s birthday, I baked her cake”. On the other hand, a dependent clause does not express a complete thought and cannot
stand by itself. It begins with words like for, since, when, if, or as. For example: Since most plants die without light,
we moved our houseplants closer to the window.
c. Sentence
A sentence is a group of words expressing a complete thought Warriner, 1982, p.95. He states that a sentence begins with a capital letter and concludes
with an end mark, a period, a question mark, or an exclamation point. Every sentence has its classification sentence to make it essay to understand by people.
The sentences may be classified according to their purpose. There are four kinds of sentences:
Table 2.3 Sentence Classification Classifying sentences
Definition Example
A declarative sentence It’s making a statement.
It is followed by a period. The shop is closed at
night. There are tigers at the
zoo now.
An interrogative sentence An interrogative sentence asks a question. It is
followed by question mark.
What are you eating? It is delicious, isn’t it?
An imperative sentence An imperative sentence
gives a command or makes a request. It is
followed by a period. Strong commands are
followed by exclamation points.
Do your homework each night
Watch out Try this new recipe
24 An exclamatory sentence
An exclamatory sentence shows excitement or
expresses strong feeling. It is followed by an
exclamation point. What a sight the sunset
is Perfect
Warriner, 1982, pp.95-96 From the table above it can be concluded that every sentence has its
meaning and it can express the purpose of the sentence. Every single word and a simple phrase can be meaningful since it carries the emotion expressed by the
speaker or the writer.
6. Theories on Advertisement and Slogan
Since the
researcher analyzes
the English slogan in mobile phone advertisements, this study is related to an advertisement. In the theories of
advertisements, the researcher provides the definition of an advertisement, the function of an advertisement, the definition of a slogan, and the characteristics of
a slogan.
a. Advertisement
An advertisement, as a special form of communication, is a dynamic process. Understanding an advertisement language is a process of decoding and
also needs context. Thus, the pragmatic approach might be the ideal approach to the analysis of advertisements. The implicature in advertisements have so many
typical and good examples. An advertisement is so familiar to modern readers that there seems to be a need to ask what an advertisement is Goddard, 1998, p.5.
Generally, an advertisement is a written or an oral message that a company
25 employs using creative and powerful words to persuade people to purchase the
products. An advertisement becomes a medium to publish the companies’ offer to
the society. Hornby 1995 defines an advertisement as a public notice which is offering or asking for products and services p.43. In this case, the companies are
trying to gain society’s attention to buy their products. Therefore, an advertisement is a device to connect the companies to their consumers. An
advertisement is identified as the texts that do their best to get people’s notice to make them turn toward them. The purposes of advertisements are to attract,
inform, motivate, and appear curiosity of the public to buy and use the products or services Abdul, 2004, p.67. The main function of an advertisement is not only to
show the public about what the seller or company has, but also to help the seller or the company to promote their products.
b. Slogan
A slogan is the most important means and condensed message that advertisers would like to convey to their customers. Generally, the companies
want to advertise their products using an advertisement which is drawn in a slogan. A slogan is the image of a company. It is a phrase that comes and goes
with particular lines of products on all its adverts whatever the campaign Goddard, 1998, p.105. A slogan is needed in such advertisements because it
helps the companies grab the society’s attention. In other words, Goddard 1998 states that the slogan used by a company in selling a particular product will tie in
closely with the descriptions used in the advertising copy p.106.
