move or travel like in in the slogan above
.
It clearly shows that the brand of cigarettes are inanimate, but they have verb to make it like animate
.
The verb on the slogan refers to the brand of the cigarette
.
Hence, the brand of the cigarette is doing something come, take, follow, committed, drive, live and go like animate
thing or human usually do
.
9. Antithesis The last but not least, there is an antithesis in cigarette advertisement
slogan on the internet
.
It gives a contrast idea in slogans
.
It well known as “contrapositio” and “opositio” which conjoin contrasting ideas
.
It is also a favored rhetorical device of persuasive speech in politics and advertising Bussmann
1998
.
It gives an obvious difference on the idea of the slogans
.
For instance, if the slogan contain some sentences, it might be the first sentence will not support
the next sentence
.
They will show opposite meaning among them
.
There are just two slogans which show the use of antithesis in the list of slogan above
.
50 Mild yet strong by GUDANG GARAM SURYA PRO MLD 51 Talk less do more by CLAS MILD
The two slogans above show the opposite ideas between mild-strong and less-more
.
Those slogans obviously indicate the characteristic of the brand’s consumer
.
Slogan 50 shows that the character of the cigarette of gudang garam surya pro are mild but strong
.
It is just similar with the slogan 51, which describes the character of Clas Mild costumer is prefer to act do something
rather than just talk without doing any real action
.
All in all, it is clear enough that there are ten types of figure of speech which are used in cigarette advertisement slogans on the internet
.
Based on the data, it can be described that ephitet is the most common figure of speech which
are used in cigarette advertisement slogans
.
There are forty one slogans in ephitet
.
The second is alliteration with twenty six slogans, the third place is assonance with twenty four slogans, the fourth is hyperbole with twenty slogans, the fifth
is metonymy with twenty slogans, the six is anaphora with seventeen slogans, the seventh is asyndeton with seventeen slogan, personification with sixteen slogans
.
The last but not least, there is antithesis with two slogans
.
From the data and explanation in this part, there are so many repetition on the slogans
.
The use of repetition here is aimed to get the costumers or costumer attention
.
Alliteration is the most frequent used in cigarette advertisement slogans
.
The use repetition on alliteration, anaphora and assonance is to show that the slogans and especially the brand of the advertisement is interesting and
memorable
.
It persuades people to consume the product
.
B
.
The Purpose of Figure of Speech
The second part of this research talks about the purpose on the use of figure of speech in cigarette advertisement slogans on the internet
.
Stern in Lin and Tonawanik 2011 argued that “both literature and advertising share similar
creative techniques to say things in ways other than by direct statement of fact”
.
It means that literature and advertising use special language like figure of speech as
a creative technique in using language
.
In this part, the section is not about the PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
meaning of each word or phrase and clause which use figure of speech, but it is about the propose on the using of the type of figure of speech on the slogan itself
.
Ownie and Aritonang 2013 argue that figure of speech uses language which is expressed in non literal way
.
The use of figure of speech is more effective for some reasons
.
Firstly, it gives imaginative pleasure to the costumers or costumer
.
Secondly, it gives additional images
.
Thirdly, it is very effective to add emotional intensity to a statement
.
Fourthly, it is one of effective ways of saying a short and brief statement
.
There are four purpose on the use of figure of speech in cigarette advertisement slogans
.
First, making the slogan memorable
.
Second, making the slogan attractive and imaginative
.
Third, giving characteristic and symbol
.
Fourth, offering experience and fifthly is creating strong impressions and emotional
responses
.
All of the statements above have the same point which is to make the slogan easy to remember and stick in costumers’s mind
.
The detail information can be seen on the table and following explanation bellow
.
Table 4.2
.
The Distribution on the purposes of figure of speech No
.
Meaning Frequency
Percentage
1. Giving characteristics and symbol
58 36.25
2.
Making the slogans memorable 47
29
.
375
3.
Creating strong impression and attractive 36
22
.
5
4.
Offering experience 19
11
.
875
Total 160
100
