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The last slogan is Marlboro Blend No. 54, richer, bolder. Marlboro Blend No. 54 used five syntactic features. As other Marlboro variants, this slogan used
short sentence and present tense. Moreover, syntactic feature appeared in this slogan. The word –er in richer, bolder was the syntactic parallelism. Besides
those features, the writer found ellipsis in Marlboro Blend No. 54 slogan. The slogan should be We have new variant Marlboro cigarette which is richer of
ingredients and bolder of taste than other variants before. If the slogans used grammatical rules it would be long sentence and it looked too formal so the
advertisers used ellipsis in the slogans. Incomplete sentence also indicated in the slogan. The slogan could be arranged in complete sentence as The flavor of
Marlboro Blend No. 54 is richer and bolder cigarette than other cigarette so you have to consume it.
B. The Persuasion Techniques of Marlboro Cigarette Advertisement Slogans.
According to Kleppner 1986, the classification of persuasive techniques is divided into marketing situation and human characteristics. There are three
persuasive techniques. They are pioneering stage, competitive stage, and retentive stage. Each Marlboro cigarette advertisement slogans could be categorized into
Kleppner’s classification by analyzing the diction and grammatical of the slogans. Based on Marlboro cigarette advertisement slogans analysis, the slogans used
different persuasion techniques to distinguish the goals of advertising. Most of Marlboro Cigarette advertisement slogans used two of persuasion techniques for
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each slogan to advertise the products. The result of the analysis of Marlboro cigarette advertisement slogans could be seen in The Table 4.3
Table 4.3 The Persuasion Techniques in Marlboro Cigarette Advertisement Slogans
Variety Pioneering
Stage Competitive
Stage Retentive
Stage
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
a. Pioneering Stage of Marlboro Cigarette Advertisement Slogans
The aim of pioneering stage is to introduce a new product to consumers. Kleppner 1986 says that pioneering technique is used by advertisers to convince
customers that their products have good quality and can satisfy the customers. There are 90 Marlboro cigarette advertisement slogans used pioneering stage to
