Research Setting Research Subject
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advertisement slogans. The researcher used Kleppner’s 1986 theory about classification persuasion technique to answer the second research question.
After preparing two tables table 3.1, and 3.2, the researcher analyzed the linguistic features and persuasion techniques of the Marlboro cigarette
advertisement slogans. The researcher explained the meaning of the linguistic features for each slogan. Then, the researcher explained the persuasion technique
used in Marlboro cigarette advertisement slogans. By explaining the meaning of the linguistic features in Marlboro cigarette advertisement slogans the researcher
knew the reason of linguistic features and persuasion technique in cigarette advertisements which influenced consumers.
Table 3.1 The Checklist of Feature X in Marlboro Cigarette Advertisement Slogans
Slogan Variants Feature X
Table 3.1 was used to answer first research problem regarding the linguistic features used in the data. The linguistic features are based on Grey’s
2008 theory. There are ten lexical features and ten syntactic features for categorizing the data.
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Table 3.2 The Checklist of Persuasion Techniques in Marlboro Advertisement Slogans
Variety Persuasion Techniques
Pioneering Stage Competitive Stage
Retentive Stage
Table 3.2 was to check persuasion techniques used in Marlboro cigarette advertisement slogans. The researcher analyzed the persuasion techniques based
on the theory from Kleppner 1986.