40 slogan in mobile phone advertisements. There were more than 21 slogans in
mobile phone products. The researcher selected 21 English slogans from mobile phone advertisements as the data source of this research. The researcher only used
the English slogan of the mobile phone taken from printed mass media and internet sources. Mostly the slogans were taken by Google search engine. The
researcher did not take the slogan from billboard on the streets.
4. Analyzing the Data
In analyzing the data, the researcher classified and categorized the data of the English slogan in mobile phone advertisements into the linguistic forms to
which they belong to. After categorizing the data, the researcher identified and classified each slogan into the linguistic forms they belonged to, then, applied the
relevant theories to answer and support the research problems which were presented in Chapter 2.
5. Drawing the Conclusion
The final step in this research is the conclusions. The researcher drew the conclusions based on the result of the data analysis. For the first research problem,
the researcher provided a report about the linguistic forms used by the English slogan in mobile phone products. For the second research problem, the researcher
explained the implicature meanings of the English slogan used in mobile phone products. Thus, the researcher drew the conclusions based on the findings related
to the study. Based on the research procedure above; selecting the research questions, reviewing related literature, collecting data, analyzing data, and
drawing conclusion were used to conduct this study.
CHAPTER IV RESEARCH FINDINGS AND DISCUSSIONS
This chapter presents the data findings and the discussions of the research problems. The researcher came up with the two research problems, what the
linguistic forms are used in the English slogan and what the implicature meanings of the English slogan especially in mobile phone advertisements.
A. Linguistic Forms of English Slogan in Mobile Phones Advertisement
The main purpose of an advertisement is to familiarize and remind the consumers of the benefits of a particular product. An advertisement often uses a
slogan to draw the consumers’ attention. Therefore, the slogan should be effective, and its message must be colorful, legible, understandable as well as
memorable. The first research problem focuses on the linguistic forms which are used by the English slogan in mobile phone advertisements. In order to answer the
first research problem, the researcher analyzes the English slogan in mobile phone
advertisements by applying Warrnier’s theory 1982.
To answer the first question, the researcher presents and discusses the linguistic forms used by the English slogan in mobile phone advertisements. The
linguistic forms which are proposed by Warrnier 1982 are phrase, clause, and sentence. Each form has its classification. There are eight kinds of phrases,
namely noun phrase, adverb phrase, adjective phrase, verb phrase, gerund phrase,
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infinitive phrase, prepositional phrase, and participle phrase. There are two types of clauses offered by Warriner 1982, p.94. Those types are independent and
dependent clause. Lastly, the classifications of sentence patterns are statements,
commands, interrogative sentences and exclamations pp.95-96.
The researcher has collected 21 data of the English slogans. The slogans are categorized and analyzed according to their linguistic forms of the English
slogan used in mobile phone advertisements. There are two kinds of forms of slogan used in mobile phone advertisements, namely phrases and sentences. In
appendices, the researcher provided the frequency classification of each slogan
for further explanation, please see Appendix 1. Table 4.1 The Occurrence of Linguistic Forms Used by English Slogan in
Mobile Phone Products
Linguistics Form The frequency of
each form The percentage
of each form Phrase
Prepositional phrase 1
4.76 Adverb phrase
Participle phrase Gerund phrase
3 14.29
Infinitive phrase Noun phrase
9 42.85
Verb phrase 3
14.29 Adjective phrase
1 4.76
Clause
Independent clause 0 0
Dependent clause
Sentences
Declarative 4 19.05
Interrogative 0 Imperative
0 0 Exclamatory
0 0
Total 21 100
42
43
From the classification above, it is clear that all 21 data of slogans found are in the form of phrases and sentences. From the table above, the researcher
found 42.85 of noun phrases that appeared the most in English slogans’ mobile phone advertisements. Besides, there are 14.29 of verb phrases and gerund
phrases, 4.76 of a prepositional phrase and an adjective phrase, and lastly 19.05 of declarative sentences. The biggest percentage of the linguistic forms in
the data is a noun phrase. A noun phrase most frequently appears in the mobile phones’ slogan because the advertiser prefers to describe their products in a much
simpler form but effective so that the readers will clearly and directly understand the advertisers’ intention.
Noun Phrase,
42.85
Verb Phrase,
14.29 Adjective
Phrase, 4.76
Gerund Phrase,
14.29 Prepositional
phrase, 4.76
Declarative sentence,
19.05
Based on the findings, a noun phrase most frequently appears in the mobile phone advertisements slogan because the advertiser prefers to describe
their products in a simpler form but effective easy to read, easy to say and easy to
