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some variants of Marlboro cigarette because the advertiser showed the uniqueness of the cigarette through the slogans. For instance, the slogan of Marlboro Blue Ice,
open the new world of fresh taste. The words choice of the slogan was the strategy of advertisers to guide people to choose Marlboro Blue Ice which has fresh taste.
The advertiser thought that Marlboro Blue Ice was the only cigarette with fresh taste.
Then, the slogan of Marlboro Lights, the spirit of Marlboro in a low tar cigarette also used competitive stage. The advertiser wanted to tell to people that
Marlboro Lights had the uniqueness that was the spirit which contained in low tar cigarette of Marlboro Lights. Other slogans which used competitive stage were
Marlboro 1924, Marlboro 1950, Marlboro Gold Pack 100’s, Marlboro Earth, Marlboro Skyline, and Marlboro Blend No. 54. Competitive stage used in those
slogans to compete with other cigarette brands.
C. Retentive Stage of Marlboro Cigarette Advertisement Slogans
Retentive stage is used to remind the customers about the product which still exists in the market. This technique is to maintain the existence of a product.
In Marlboro cigarette advertisement slogans, there were three slogans which used retentive stage. It appeared in Marlboro 1977, Come to where the flavor is, come
to Marlboro country, Marlboro Gold Pack 100’s, The Longhorns come to Marlboro country, and Marlboro Lights, the spirit of Marlboro in a low tar
cigarette. Those slogans used Marlboro word to remind people about Marlboro cigarette which still exist in the market so people would not forget about Marlboro
cigarette products. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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CHAPTER V CONCLUSIONS, IMPLICATIONS, AND RECOMMENDATIONS
This chapter consists of three sections, namely conclusions, implications, and recommendations. Based on research findings which had discussed on
previous chapter, some conclusions have been presented and drawn in this chapter. There are also some suggestions related to the topic of the research for
English teachers, English learners, advertisers, future researcher, and people who might be interested to do similar research.
A. Conclusions
The aims of this study are to analyze and find out the linguistic features and persuasion techniques in Marlboro cigarette advertisement slogans. The data
of the research were taken from Marlboro cigarette advertisement slogans published in the United States. The researcher chose 10 Marlboro cigarette
advertisement slogans randomly. The research was document analysis which used the slogan images of ten variants Marlboro cigarette advertisement. The analysis
of linguistic features used Grey’s 2008 theory. Besides, the researcher used Kleppner’s 1986 theory to analyze persuasion techniques in Marlboro
advertisement slogans. Based on Grey’s 2008 theory, the linguistic features are divided into two
parts. They are lexical features and syntactic features. Marlboro cigarette advertisement slogans used 31 of the whole of lexical features and 43 of the
