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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.
F. Research Procedure
There were six steps done by the researcher to accomplish the study in conducting this research. They are:
1. Deciding the topic The researcher decided the topic that was going to be discussed. The
researcher chose to analyze the linguistics features used in Marlboro cigarette advertisement slogans.
2. Formulating the problems The researcher formulated the problems regarded the topic. The researcher
formulated two problem questions in conducting the research. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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3. Searching the theories After formulating problem, the researcher searched theories which related
to the topic. The researcher selected some appropriate theories that could support the research.
4. Collecting data The researcher collected the data from internet. The website address was
www.google.com. The researcher chose ten Marlboro cigarette advertisement slogans published in the United States. The form of the slogans was written form.
5. Analyzing the data After collecting the data, the researcher analyzed the data. The researcher
analyzed the linguistic features and persuasion techniques used in Marlboro advertisement slogans by preparing the tables and checklist. The use of tables and
checklist were very helpful for the researcher to analyze the linguistic features and persuasion techniques used in Marlboro cigarette advertisement slogans. In order
to answer the research questions, the researcher used Grey’s theory 2008 about linguistic features and Kleppner’s 1986 theory about persuasion techniques.
6. Writing the report Finally, the researcher wrote the report related to the research. The report
was about the process and the result of the research. The researcher hoped that the report could be understood by the readers.
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CHAPTER IV RESEARCH FINDINGS AND DISCUSSION
This chapter consists of two parts, they are findings and discussion. There are two sections in this chapter. The first section discusses the linguistic features
of Marlboro cigarette slogans. The second section explains the persuasion techniques of Marlboro cigarette slogans.
A. The Linguistic Features of Marlboro Cigarette Advertisement Slogans
According to Grey 2008, there are two major features of the advertisement language style. They are lexical features and syntactic features.
Marlboro cigarette advertisement slogans had some parts of those elements in the language. They used linguistic features to influence consumers to buy the
products.
1. The Lexical Features of Marlboro Cigarette Advertisement Slogans
The lexical features of Marlboro cigarette advertisement slogans deal with the diction used in the advertisements. In this research, the words were contained
in the slogans of Marlboro cigarette advertisements. The writer only chose ten Marlboro cigarette advertisement slogans from different variants. Those ten
slogans were the most representative among other slogans of Marlboro cigarette advertisement. The words can represent what the company wants to persuade
consumers. The diction can reinforce people to believe the words in slogans through advertised products. The result of the data analysis dealing with the
