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Marlboro cigarette which the ingredients and taste of cigarette were richer and bolder than other variants.
2. The Syntactic Features of Marlboro Cigarette Advertisement Slogans
Based on Grey 2008 theory, there are two kind of linguistic features. They are lexical feature and syntactic feature. The lexical features focus on diction
of language style, while the syntactic features focus on the grammar. The syntactic features show the simplicity language style should be used in the
advertisement. The result of the analysis of syntactic features in Marlboro cigarette advertisement slogans described in The Table 4.2
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Table 4.2 The Syntactic Features in Marlboro Cigarette Advertisement Slogans
Variant Short
Sentence Long
Noun Phrase
Ambiguity Use of
Imperative Simple
and Colloquial
Language Present
Tense Syntactic
Parallelism Association
Ellipsis Incomplete
Sentence
Marlboro 1924
Marlboro 1950
Marlboro 1977
Marlboro
Gold Pack 100’s
Marlboro Blue Ice
Marlboro Black
Marlboro Lights
Marlboro Earth
Marlboro Skyline
Marlboro
Blend No. 54
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a. Syntactic Features of Marlboro 1924 Variant
Syntactic Features
Marlboro 1924
Short Sentence
Ambiguity Present
Tense Association
Ellipsis Incomplete
Sentence
The slogan of Marlboro 1924, Mild as May used six syntactic features. One of them was short sentence. The use of short sentence in slogans is to make it
more clearly so it could be understood by the people easily. Short sentence is easy to grab people’s attention to the advertised products. The slogan used ambiguity
too. There are two type of ambiguity; they are lexical ambiguity and grammatical ambiguity. The slogans used lexical ambiguity. In Marlboro 1924, Mild as May
could make people confused with the word May because the word May could mean month or possible. The other syntactic feature was present tense. Present
tense can be used whenever the advertisement published because it looks real whenever the audience see or hear. Grey 2008 states that a present tense implies
a universal timelessness. It also happened in Marlboro 1924. The association feature indicated in Marlboro 1924, Mild as May. The
slogan showed that mild associated with May although they were two different things. The advertisers wanted to tell that Marlboro cigarette was very mild so it
could be smoked by women. According to Grey 2008 association is the way how advertisers connect a positive side of a product to something else. The
advertisers use association when they use word as or like. The word as or like can PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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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.
