be the sample of result verification. Slogan Fine cut for fine taste can be an example of epithet, alliteration and anaphora as well because it repeats the consonant f three
times for alliteration, repeats word fine twice for anaphora and use adjective phrase fine cut and fine taste for epithet. In this verification of result, it is scrutinized
through anaphora. As it been mentioned that anaphora is the repetition of words or phrases at the beginning of sequence sentence or paragraph, line of verses or
stanzas. The Dunhill Mild’s slogan has a repetition of fine twice. Thus, it is categorized as the slogan which is contained figure of speech, particularly
anaphora. Fine cut and fine taste is referred to the brand of cigarette which is Dunhill Mild which describes the quality of the cigarette. Implicitly, it informs the
costumers that the cigarettes are processed through having excellent way of cutting the tobacco as the main composition of cigarette to get the satisfactory taste of
cigarette. Since it is included in a group of anaphora which has repetition of words,
slogan fine cut for fine taste has a sense of making the slogan memorable. Vasiloaia 2009 argues that generally simple syntactic structures and repetition are the
fundamental features of the advertising text type. It can make the slogan memorable because of the use of repetition on the slogan which is catchy and memorable.
53
CHAPTER IV RESULTS AND DISCUSSION
This part of the research is presented for answering all those three questions at the problem formulation section which presented in chapter one
.
This part will be divided into three section
.
The first section is about the types of figure of speech are used in cigarette advertisement slogan
.
The second section is about the purpose on the use of figure of speech in cigarette advertisement slogans on the internet
.
A. The Figure of Speech
This research involves English cigarette advertisement slogans in Indonesia which found on the internet. As it has been mentioned above, this part will
scrutinize the use of figure of speech in cigarette advertisement slogans on the internet
.
Actually, there are more than hundred types of figure of speech can be used in some fields in this world such as advertisement, but unfortunately the
researcher did not find much types of figure of speech in cigarette advertisement slogans on the internet
.
The researcher found view figure of speech used on cigarette advertisement slogans on the internet
.
The researcher has found more than 90 cigarette advertisement slogans use English in the internet
.
Unfortunately, not all slogans from those cigarette advertisements show the use of figure of speech
.
The researcher just found 85 advertisement slogans on the internet which used figure of speech
.
The data found because one data might be used for more than three figure of speech and the like
.
For instance, the slogan of S
.
T
.
Duppont Paris “Be cool, be PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
confident, be you” can be data for alliteration, anaphor and asyndeton as well
.
Some slogans are not only apply one type of figure speeches but also apply two, three or more figure of speech
.
There are only nine figure of speeches which are used in cigarette advertisement slogan
.
They are namely epithet, alliteration, assonance, hyperbole, metonymy, anaphora, asyndeton, personification and
antithesis
.
The following table shows the record of types of figure of speech used in cigarette advertisement slogans on the internet
.
The list starts from the frequently used one and the infrequently used one
.
Table 4.1
.
the use of figure of speech in advertisement slogans on the internet No
.
Figure of speech Frequency
Percentage
1
.
Ephitet 41
22
.
52 2
.
Alliteration 27
14
.
83 3
.
Assonance 22
12
.
08 4
.
Metonimy 22
12
.
08 5
.
Hyperbole 20
10
.
98 6
.
Anaphora 16
8
.
79 7
.
Asyndeton 16
8
.
79 8
.
Personification 16
8
.
79 9
.
Antithesis 2
1
.
09
Total 182
99
.
95
As it can be seen from the table above, epithet is the first figure of speech which is frequently used in cigarette advertisement slogans on the internet and the
second one is alliteration
.
The third one is assonance, the forth one is hyperbole and PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
the fifth one is metonymy
.
It is followed by anaphora, asyndeton, personification and antithesis
.
The followings are more detail explanation of the table
.
1. Epithet
The most frequently used of figure of speech on cigarette advertisement slogan on the internet is epithet
.
It uses adjective or adjectival phrase and noun to describe the characteristic, quality or attribute of person or thing
.
It also can be said that epithet is a descriptive name or phrase used to characterize someone or
something
.
The researcher found 51 cigarette slogans used epithet as the figure of speech
.
The examples are: 1 Original lights now in blue by LUCKY STRICKE
2 Fresh aroma protected by Reloc by DUNHILL MILD
3
For the real taste by BOHE CIGAR NO
.
6 4 Unlock ultimate taste by DJI SAM SOE PREMIUM FILTER
5 Xplore new style by CLUB MILD 6 American Tobacco Entertainment Renovate Original by LUCKY STRIKE
7 Happy day to me by RED MILD 8 full of imagination by DJARUM BLACK
9 The real king by A KING 10 For the smart generation by ESSE
.
All those advertisements use adjective to describe the characteristics and the features of cigarette
.
The adjectives are such as original, fresh, real, ultimate, new, american, happy, full and smart
.
Slogan 1 to 6 use adjective which show the PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
quality and the characteristics of the cigarette
.
Original in slogan 1 means still pure or not mixed with anything else
.
It also might be different from others
.
The use of the word original in the slogan as a description of cigarette’s characteristic
means that the taste of cigarette is original
.
The word lights mean the cigarette which are produced by Lucky Strike
.
It always needs light to taste the cigarette by burning out the cigarette
.
Thus, the slogan means that the lucky strike cigarette has an original taste
.
Slogan 2 uses word fresh means new or it might mean recent and clean
.
The word Aroma means such an enjoyable smell which usually come out from food or drink
.
Cigarette is not food or drink
.
The copywriters tries to persuade people to smoke Dunhill Mild everyday since it has fresh aroma like in food or
drink which consumed by people every day
.
Slogan 3, 4, 5 and 6 explain the quality and the character of cigarette as well
.
The adjectives on the slogan can be found on noun phrases such as real taste, ultimate taste, new style and american tobacco
.
Every copywriters informs the costumer that its products have the real taste as in Bohe Cigar no
.
6, ultimate taste by Dji Sam Soe Super Premium Filter, new style in Club Mild and American
tobacco by Lucky Strike
.
Meanwhile slogan 7 to 10 attempt to give such a consuming effect or giving experience to the costumer after smoking the cigarette
which are produced by Red Milk, Djarum Black, A King and Esse
.
The effect will be like having a happy day, full of imagination, being the real king and being smart
generation as it is cited on the slogans
.
It can be explained that those brand of PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
cigarettes want to show their characteristic and quality through the use of the by using adjective such as new, ultimate, full, American, real and smart
.
2. Alliteration
The second figure of speech which is frequently used in cigarette advertisement slogan on the internet is alliteration
.
It is the repetition of the same two or more consonant words wich are next to each other Arvius: 2003
.
There are fourteen cigarette advertisement slogans in alliteration
.
The following slogans show us the application of alliteration:
11 Be cool be confident be you by S
.
T Duppont Paris
12 Cool calm confident by S
.
T
.
DUPPONT PARIS
13 Completed foreign countries full light by A INTERNATIONAL 14 Fine cut for fine taste by DUNHILL MILD
15 My style is my life by GULDEN ELITE 16 New Grand Reopened New Grand Renovated New Grand Reintroduced
New Grand Retransmission New Star Mild by STAR MILD 17 Turn on your taste by MASTER MILD
18 Light up a lucky strike by LUCKY STRIKE
According to the definition of alliteration, all of the slogans above are clearly show the example of alliteration
.
They repeat the same initial consonant of word which are neighboring
.
Slogan 11 and 12 repeat some words some adjective which have similar consonant at the beginning
.
They represent the taste of menthol and give such an effect of consuming the cigarette
.
The word cool on PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
