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be conjunctions to connect the specialty of the products to the things which are familiar in the daily life in order to gain audiences’ willingness and interest.
Ellipsis also appeared in Marlboro 1924. Ellipsis is used to create informality language by omitting some parts of the structure without influencing
the meaning of the language. There were four slogans of Marlboro cigarette advertisement slogans used this feature. Actually the grammatical rules of Mild as
May should be “You will find mild sensation as may if you smoke Marlboro cigarette.” The use of ellipsis in that slogan was to make the slogan simple and
interesting. The slogan of Marlboro 1924 also used incomplete sentence which the structure of the slogan was not complete. Actually the grammatical rules should
be “You will find mild sensation as may if you smoke Marlboro cigarette.”
b. Syntactic Features of Marlboro 1950 Variant
Syntactic Features
Marlboro 1950 Short Sentence
Present Tense Incomplete Sentence
The filter cigarette with the unfiltered taste is the slogan of Marlboro 1950. This slogan used short sentence, present tense and incomplete sentence. The
slogan of Marlboro 1950 was very simple but easy to be understood by audience. Then, Marlboro 1950 also used simple present tense although the slogan
published in past tense. It was to make the slogan looked real whenever people watch or hear. Besides, the advertiser used incomplete sentence in this slogan.
Using incomplete sentence was good way to deliver the message to audiences because if the slogan use complete sentence, the audience will not pay attention.
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c. Syntactic Features of Marlboro 1977 Variant
Syntactic Features
Marlboro 1977 Short
Sentence Use of
Imperative Present
Tense Syntactic
Parallelism Incomplete
Sentence
Five of syntactic features appeared in Marlboro 1977 slogan. As the slogan before, Marlboro 1977 used short sentence to make it clear and easy to remember
when people read or hear. The slogan itself is come to where the flavor is, come to Marlboro country. The slogan was not only used short sentence but also used
present tense. The slogan was published in 1977 but the advertiser used present tense because the advertiser wanted to give pictorial of real situation whenever the
audiences read it. Moreover, most of advertisers use syntactic parallelism in written advertisement. The slogan of Marlboro 1977, Come to where the flavor is,
come to Marlboro country used imperative feature. The word come indicated that the consumers should consume Marlboro cigarette which had good taste.
The use of syntactic parallelism appeared in the slogans. The advertiser used the word come as syntactic parallelism. The repetition was in similar word
come. The use of syntactic parallelism feature in Marlboro 1977 slogan was to make the slogans more interesting. The incomplete sentence feature also appeared
in Marlboro 1977. The slogan should be “If you want to come to where the flavor is, you have to come to Marlboro country.”
