Epithet RESULTS AND DISCUSSION

3. Assonance

The third figure of speech which appear in cigarette advertisement slogan on the internet is assonance . It means the repetition of vowel sounds and have the same stressed but with a different final consonant . Based on the table above, there are 24 assonances which are used in cigarette advertisement slogans . The following slogans are the example on the use of assonance in cigarette advertisement slogans . 19 Rise and shine by GUDANG GARAM SURYA 20 Generation your experience by THE ONE 21 Above and beyond by NESLITE 22 international skyline overnight by A INTERNATIONAL 23 Bold the new world by L . A BOLD 24 Click mint by A FLAVA 25 Excitement and style by SKUUL MILD Assonance is another types of rhyme . It shows the similarity in sound between two syllables that are close together . Assonance also has the same sound in each word even though they have different final consonant such as in the first four slogans . The repetitions are rise-shine, generation-experience, above-beyond, skyline-overnight, bold-world, click-mint and excitement-style . There are rise and shine in slogan 19 . Lexically, rise means move up, increase and become higher . Shine means to emit rays of light . The brand is Gudang Garam Surya . In Bahasa Indonesia, surya is the sun . It is assumed that PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI the use of rise and shine connotatively might mean that the cloud of smoke will get higher like sun and will always shine like sun . Slogan 20 has noun phrase generation your experience . It presents an order to the smokers to invite all people to have Neslite’s cigarette in order that this cigarette will always be exist since everyone smokes this cigarette, so people already bequeath the taste of the cigarette to the generation . Slogan 25 with excitement and style . Lexically, excitement is the state of being excited and style is a way of doing something, especially one which is typical of a person . The slogan informs the customer that its brand will give you an excitement and show your life style while you smoke the cigarette . Those words are showing the quality and character of the brand and the customer as well . The use of assonance in slogan of advertisements is to make the slogan recognizable and memorable because of the unique vowel repetition of sounds .

4. Hyperbole

It is a way of speaking or writing that makes someone or something sound bigger, better or more than they are . It is such an exaggeration or overstatement toward something or someone than that really is . There are two cigarette advertisement slogans which are hyperbole . 26 The flavor of adventure by COUNTRY 27 The flavor of Indonesia by BENTOEL INTERNATIONAL 28 My life my adventure by DJARUM SUPER 29 Journey for the real taste by BOHE CIGAR NO . 6 PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI 30 King of ice by L . A ICE Slogan 26 until 30 show the overstatement of the slogans . Those slogans also try to persuade people by giving some words which show the effect after smoking . Slogan 26 and 27 use flavor which is figuratively attract the customer to smoke the cigarette . flavor is related to taste, adventure is related to excitement of having such an activity or experience and Indonesia is a name of country . In slogan 26, the copywriters tries to persuade the smoker by giving a sensation of having adventure . The word adventure on the slogan does not directly refer to a kind of physical activity in nature or outdoor activity, but it refers to the activity of inhale or breathe the smoke . While in slogan 27 the copywriters persuade smokers by having the taste of Indonesian cigarette because this slogan is produced by Bentoel International . Thus, it likes to inform the costumer specially the foreign costumer that Bentoel International provide the taste of the real Indonesian cigarette . Slogan 28 repeats a possessive pronoun “my” which function as determiner . Life is the experience or state of being alive while adventure is an unusual, dangerous activity or the excitement produced by such an activity . The repetition of my on the slogan belongs to the researcher and anyone who read this slogan . It tries to persuade the costumer by giving such an advice . It raises the costumer’s attention and impression of life . It advices people that people have their own life and life is like an aventure which every human must experience it . Slogan 29 exaggeratedly informs people that the cigarette of Bohe Cigar n0 . 6 PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI