Goal of Advertisement Simile

learns the real meaning of word but not the figurative meaning one . Hence, the baby needs the conceptual meaning . The second one is connotative meaning . It is the opposite of conceptual meaning . According to Leech 1981: 12 connotative meaning is “the communicative expression value an expression has by what it refers to, over and above its purely conceptual content” . In the other hand, it reveals the word meaning based on wha it is refer to or not just its meaning based on dictionary as in conceptual meaning . Sometimes it carries cultural and emotional associations as well. Leech 1981 has another opinion on connotative meaning . There are three crucial distinctions between connotative and conceptual meaning . Firstly, they are like between “language” and the “real world” . It means that connotative meaning is not specific to language, but it is also used in other communication system such as visual art and music . Secondly, connotations are relatively unstable to culture, historical period and the experience of the individual . Thirdly, connotative meaning is indeterminate and open-ended in a sense in which conceptual meaning is not . The third one is social meaning . It is about the piece of language which expresses the social events where there is the use of language . It has relation with the term of illocutionary force because in this case, the utterances can be interpreted as a request, an assertion, an apology, a threat, and so on . For instance when there is a sentence I haven’t got a knife has the PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI form and meaning of an assertion . When it deals with the social situation such as in a restaurant, the sentence can be a request to the waiters . It can be such a force request as please bring a knife for me . The next is affective meaning which is included in social meaning as well . It is also about the consideration of the language users express their feelings or emotion and the attitude as well toward the listener and another things . It deals with the choice of words and intonation as well when people talk each other . Hence, we need some elements of language such as interjection which functioned to express feeling . The following is reflected meaning . It deals with lexical level of language which raises in the case of multiple conceptual meaning . It means that one sense of word forms part of our response to another meaning Leech:1981: 16 . For instance the use of dear in my dear laptop . It can be interpreted as the beloved laptop or the expensive laptop . It is appropriate with the explanation in Leech 1981 which says that the use of dear in a poem on a dead soldier, Wilfred Owen, is in the sense expensively but also alludes to the sense beloved . The fifth one is collocative meaning . It deals with words which are associated to another word in order that the word become a good phrase and sounds correct . For instance word pretty and handsome, they have same meaning good-looking . Nevertheless, they have different collocative PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI meaning . Girl, color, woman are associated with pretty, but not with boy . Car and man, they are associated with handsome . The last is thematic meaning . It deals with the speaker’s or researcher’s messaging arrangement in which part they are emphasizing and focusing Leech: 1981 . For instance, sentence 1 Bill uses an electric razor 2 The kind of razor that Bill uses is an electric one . Those two sentence have the same point but their communicative value might be different when they get in different context . They have the same meaning but they are uttered in different way . As it has been mentioned previously that the meaning of words or phrases in slogan advertisement are different from usual words, hence denotative and connotative meaning can be applied to scrutinize the lexical meaning of cigarette slogan advertisements in this research . Another explanation from Timothy 1980, he explains that figure of speech is closely related to denotative and connotative meaning . It uses semantic features which is associated with the facts and characteristics to get a sense of the words . People might have some varieties of assumptions toward objects as well as words . Timothy 1980 reveals that an alternative method of marking the sense of a word is reviewing the different interpretations of the word which produces a list of definition or usages . The meaning of the word always depends on the context where the words are uttered as coined in Timothy 1980 a word can take on positive and negative PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI connotative aspects of its literal meaning, depending on how it is used in a context and the participants’ common ground . B . Review of Related Studies There are some researchers who conduct research in advertisement slogans by using some different kind of media like news paper, magazine, and so on . The first research is an undergraduate thesis by Asih Ratnasari in 2010 entitled An Analysis of Cigarette Advertisement Slogans . she studied at UNIKOM Universitas Komputer Indonesia . It provides some information on some cigarette advertisement slogans by using the theory from Geofrey Leech about the meaning which is more specified to denotative and connotative meaning . It has two research questions . The first is what feature of meaning build the characteristic of the slogan? . The second is what effects are made through the slogan language? . It analyzes the features of meaning build the characteristic of the slogans and what the effect are made in cigarette advertisement slogans through slogan language . To answer first research question, the researcher utilizes two types of meaning by Leech namely denotative and connotative meaning . Denotative meaning of slogans delivered the direct messages to attract the consumer’s attention . Connotative meaning on the slogans is clarified by using figure of speech namely metaphor, metonymy, hyperbole, euphemism, and synecdoche . In answering the second question, the researcher divide the slogans in three categories . They are firstly is declarative, it is used to present the benefit of the product . Secondly is imperative which uses for asking the costumers to do the activity as the slogan recommends . thirdly is interrogative . It is used to get the attention and impression from costumers . The similarity among two researches is that this research mainly do talks about cigarette advertisement slogans . It does apply denotative and connotative meaning through figure of speech in revealing the effects of cigarette advertisement slogans . The difference is that this research use figure of speech to inform the effect of slogans . While the researcher writing, she uses the figure of speech to declare the purposes on the use of figure of speech in cigarette advertisement slogans . The second one is a master research entitled Analyzing the Use of Figure of Speech in Print Advertising of Food Products from A Food Magazine . It is written by Porntida Chaysin from Language Institute of Thammasat University Bangkok, Thailand in 2011 . It scrutinizes 1 the use of figure of speech in food product advertising from a food magazine which is taken from headline, copy and slogan 2 the most frequently used of figurative language in food product advertisements and 3 the use of figure of speech in headline,copy and slogan in how they are related 4 the correlation of type of product and any specific figure of speech and how they are related . The results are 1 there are 16 types of figure of speech found in food product advertisements . They are alliteration, hyperbole, metaphore, personification, parallelism, question, simile, ellipsis, assonance, repetition, rhyme, onomatopoeia, irony, antithesis, litotes and paronomasia . 2 It shows that repetition 13 is the most frequently used in food product advertisements . It is followed by question, alliteration 12, hyperbole 11, rhyme 9, metaphor 5, personification 5, assonance 3, simile 2, ellipsis 2, paronomasia 2, litotes 2, irony 2 parallelism 1 and antithesis 1 . Result 3 shows that rhyme 13 the most found figure of speech in the copy which is followed by alliteration 12, repetition 10, hyperbole 7, rhetorical question, 6, metaphor 6 and personification 6 . alliteration and rhyme make the sentences on the copy sound smooth and effective . Result 4 presents that alliteration, parallelism and assonance which are 8 for each . They are the significant figure of speech found in slogan then followed by personification and repetition for 7 and rhetorical question 5 . while in copy, there are hyperbole, metaphor and litotes for 3 then followed by rhyme and onomatopoeia for 2 . The similarity of both research is that the two research use figure of speech in analyzing the advertisement slogans . The result of both research show the use of some figure of speech on the advertisement slogans, especially repetition, is to present the very effective, catchy and easy to read and also memorable slogan . The third one is from Bagus Nugraha who writes about The Meaning of Figurative Language in Advertisement Columns of The Jakarta Post from November until December in 2013 . He was an undergraduate student from English Letters Department of Universitas Islam Negeri UIN Syarif Hidayatullah Jakarta . It analyses the type and the most frequently used of figure speech in slogan advertisement and also the meaning of figurative language contained in advertisement slogan of the Jakarta Post on the edition of November to December 2013 . The results are firstly, hyperbole, alliteration, metaphor and metonymy are found in slogan advertisements . Secondly, the use of those four figure of speech on the slogans to make the readers impressed, interested the offered product and easy to remember . Syarif’s research has the similar main point with the researcher research which deals with the type and also the meaning of figure of speech on the slogan . There are also some differences namely the data and the deeper analysis on the second analysis . The next is a journal entitled “The use of foreign words as a persuasive tool in Marketing discourse: the cultural stereotype of global English in Spanish print advertising” . It is written by Teresa Gomez Cerdeno from Complutense University of Madrid in 2010 . It talks about the use of English language in Spanish’s advertisement with consideration that English is a global lingua franca . The similarity between this research and the researcher’s research is that Cerdeno’s research does talk about figure of speech which are metaphor and metonymy as a persuasive strategy in some PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI Spanish’s slogan advertisements especially in print advertisements . The result of this research is the use of English word in some Spanish’s advertisements show the strategy of creativity, modernity, international appeal and other positive values technological advancement, innovation, sophistication, and entertainment . This research talks about figure of speech found in cigarette advertisement slogan on the internet . Its analysis used semantic theory to solve the research question . It focuses on the denotative and connotative meaning . This research analyze the advertisement through different point of view . What makes this research distinguish from those three previous studies is the theory and the data as well . It scrutinizes the slogan of cigarette advertisement in Indonesia and the data are collected from internet . C . Theoretical Framework This part presents some theories which will be utilized in this research . The main theory which are used in this research are figure of speech by Wales and baldick . They are supported by the theory from Leech 1981 which gives seven types of meaning and some advertisements theory . The researcher uses another supporting idea of meaning is provided by Nida 1975 as well . This research mainly deals with the cigarette advertisement slogans which have figure of speech as it will be presented in the first research question . the researcher uses the theory of figure of speech from some PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI scholars to analyzed and divide the data whether they contained figure of speech or not . While the second research question related with the meaning and the purpose on the use of figure of speech which are found in English cigarette advertisement slogans in Indonesia . To get the meaning and the message of all cigarette slogan texts, the researcher still needs to consult to some dictionaries to look for the literary meaning of each word in cigarette slogan texts . It is done in order that the researcher could find another possible meaning of the words to reach message of the cigarette slogan texts . Then the researcher uses semantics theory in this research to identify and classify the slogan texts whether they have denotative or connotative meaning . 48

CHAPTER III METHODOLOGY

This chapter will describe the sequence of methodology which are used in this research . It is divided into three parts . It will be begun by the type of research, followed by research data and the last is data analysis . Type of research will explain about what kind of research, the research data will illustrate the data collection and the system as well, the last part will provide the analyzing data presents some steps o data in this research . A . Type of research The type of this research is basically semantics research in which observing some words in English cigarette advertisement slogans in Indonesian slogan advertisement . This research focuses on the use of figure of speech wich are used in non-literary text especially slogans for delivering messages, particularly cigarette advertisement slogan texts. Since this research deals with the observation on the empirical data, It can be said that this research is descriptive and qualitative research. Descriptive means describing something in detailed and might be in interested way. This research used an observation in analyzing the data which are in form of words and sentences in cigarette slogan texts. The researcher needed to scrutinize the slogans by giving some descriptions and explanations as the results of this research. Hence, she scrutinized all the data collected to get the kind of figure of speech and the meaning as well on some English cigarette advertisement slogans . B . Research Data To accomplish the research, the researcher needed to collect the data to be analyzed. The object of this research are English cigarette advertisement slogan texts . There are various types of sources to get data such as newspaper, magazines, tabloid, radio, television, internet and the like . The researcher employs internet as the main source for taking the main data of this research, particularly from website http:id . wikiquote . orgwikidaftar_slogan_iklan which consists some English cigarette slogans in Indonesia . Unfortunately there was no exact year when the slogans are started to used. From the website, the researcher got more than a hundreds cigarette slogan texts but unfortunately not all of them are in English. She set aside some cigarette slogan texts which are not in English and are not contained figure of speech to get easier in analyzing the data. Finally she got 85 slogan texts which are in English and contained figure of speech. The data put into the table in soft file which is tidier and orderly . After collecting the data from internet, the researcher as soon scrutinize the data and classify them into some types of figure of speech which are commonly used in advertisement slogans in internet . Two sequences were used to analyze the data which are firstly the 85 slogan texts were analyzed to recognize the type of figure of speech in cigarette slogan texts and there were found 9 figure of speech at the first sequence. Secondly hose 85 slogan texts were again analyzed at the second sequence to get the four purposes on the use of figure of speech in cigarette slogan texts. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI The reason why the cigarette slogan texts are interesting to discuss is that the advertisement of cigarette do not show any smoking activity and it is forbidden for the copywriter of cigarette advertisement to straight forward in persuading the customers. For instance by saying let’s have a cigarette or let’s smoke a cigarette from Djarum Super. Thus, the researcher tried to deliver the possible messages of cigarette slogan texts. The researcher chose internet since it was easier for her to collect the data instead of using television shows or printed media as the source of data . The researcher searched the data in internet by using key word “slogan iklan rokok” and she collected the data easily . C . Data Analysis In completing this research, the researcher applied some steps to deliver the answer of two research questions of this research. The first step was collecting the data. The researcher started searching the cigarette slogan text on the internet then they were put in form of soft copies. The second step was separating the data found into two, which are slogan in English and slogan in Indonesia, because not all cigarette slogan texts are in English. After setting aside the slogans which did not use English, the researcher found there are English 85 cigarette slogan text which contained figure of speech and put them into a table entitled the use of figure of speech in advertisement slogans on the internet. Thus, the next step was to analyzed the type of figure of speech which are used on cigarette slogan text on the internet and dividing them into the group based on the figure of speech. The classification process was according to the explanatory information of figure of speech in chapter two. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI According to the finding, there were nine types of figure of speech on cigarette slogan texts. They are epithet, alliteration, assonance, metonymy, hyperbole, anaphora, asyndeton, personification and antithesis. The fourth step was to conveyed the purposes on the use of figure of speech on cigarette slogan text. In this part, the researcher should went back to the first research question because the two research questions of this research are related to each other. For instance, the first finding making the slogan memorable on the second question was gotten from the cigarette slogan texts which used repetition such as in alliteration, anaphora and assonance. In slogan analyzing process, the researcher did consult to some literary dictionary to get the lexical meaning then related those words to the other possible meaning which were involving the sense and the purpose on the use of figure of speech as well . For instance, slogan super taste for super people from Djarum Super . B ased on the semantic features, the use of adjective on that slogan shows the quality of the cigarette . There is adjective super which means excellent or extremely good. In other words that the cigarette by Djarum Super has an excellent quality and it is made for super people . In this part, the researcher put the cigarette slogan texts in a table entitled the Distribution on the purposes of figure of speech. D. Test Result Verification Verification of data in linguistic study is to present the trustworthiness. The following explanation describes how the data were scrutinized to solve the research questions. The researcher takes a slogan from Dunhill Mild Fine cut for fine taste to 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.