INTRODUCTION A study of the figure of speech in cigarette advertisement slogans on the internet.
of advertisement, the researcher tries to scrutinize the slogan of cigarette advertisement because it is an interesting advertisement compared to others
.
Since Indonesian government do not allow the scriptwriter involve both the form of cigarette and the activity of smokes the cigarette in the advertisement, it
presents some illustrations which are not related to smoking cigarette activity
.
Sometimes, it shows another activity such as the bravery of the men who act as the talent on the advertisement itself instead of the smoking cigarette activity to show
the brand of cigarette which is being advertised
.
The language use on cigarette advertisement slogans must have the impact more than what have been said in the
slogans
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Hence, it needs certain theory and method to get the meaning of the cigarette advertisement slogans
.
People nowadays are getting spoiled by the invention of sophisticated technology such as internet
.
Regarding to the media of advertisement in this globalization era, people are able to find various types of advertisements in internet
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Nowadays, people are easier to find anything include the ads itself by using internet
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Just by clicking, people easily get all they need in internet
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Hence, the researcher chooses the internet as the source to find the slogan of cigarette
advertisement as the primary data of this research
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The use of figure of speech in cigarette slogans might present a connotative meaning
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It does not give the direct meaning as it is cited in Fogelin 1988 that the point of figure of speech is on the use of words and expressions which employed
indirect meaning and convey connotative meaning beyond that of lexical sense
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As it been explained previously that the language use in advertisement is different from the daily life, it is in line with the use of figure of speech in slogan of
advertisements
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Hence, the researcher tries to scrutinize the language of slogan in cigarette advertisement in internet which utilizes English as the slogan
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People usually consider the slogan text in advertisement as common text
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People tend to grasp the meaning toward the slogan in advertisement literally instead of figuratively
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Meanwhile, the cigarette advertisements in local television of Indonesia do not show the form of cigarette and smoking cigarette activity
.
It does not involve any “cigarette or tobacco” word as well
.
It needs such a deeper knowledge of meaning
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Therefore, in order to get good interpretation toward the meaning of advertisement slogan, people need to know the types of meaning
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They are denotative and connotative and also non-literal and intended meaning
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Thus, the researcher decides to analyze cigarette advertisement slogan on the use of figure of speech in advertisement slogan through semantic theory
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There is an example of cigarette advertisement slogan cool, calm, confident by S
.
T
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DUPONT Paris
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It shows that the slogan applies an alliteration which means “the repetition of the initial consonant in two or more words” wales, 14,
2001
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The slogan repeats the consonant “c” three times as the example of alliteration
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It might mean that the costumer who smoke S
.
T
.
DUPONT PARIS will feel as a cool, calm and confident person
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The use of adjective can describe the quality or character of something which is animate or inanimate thing
.
Hence, the researcher is interested to scrutinize cigarette advertisement slogan text in internet
because the slogan of the advertisement and the video of the advertisement do not show any smoking activity
.
The use of the lexical choices will influence how people interpret the slogan’s meaning and how they get desirable emotion to
consume the cigarette
.
B
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Problem Formulations
From the explanation above, the problem formulation of this research can be described in two research questions as follow:
1. What types of figure of speech are used in cigarette advertisement slogan on the internet?
2. What are the purposes on the use of figure of speech in cigarette advertisement slogans on the internet?
C
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Research Objectives
The objectives of this research are mainly answering the question of those problem formulations above
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Regarding to the problem formulation, there are two objectives of this research
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The first one is to find out the figures of speech which are used in cigarette advertisement in internet
.
As we know that the use of language in advertising is distinctive from daily life
.
Hence, it has different meaning when it uses type of figure of speech
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Figure of speeches are usually used in literary texts
.
In fact, it can be used in non-literary text such as slogan of advertisement
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The second one is about the purpose and meaning on the cigarette advertisement which can be grasped by implementing figure of speech in its slogan
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Probably people will guess the content of the cigarette advertisement’s slogan PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
because it does not show any smoking activity in the video advertisement itself
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It uses some illustration and special dictions to construct the appearance of
advertisement
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Thus, the second objective of this research is to find out the meaning of those cigarette advertisement slogans which applied figure of speech
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Those two elucidation will be delivered in chapter four along with some support explanation
toward the problems
.
D
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Research Benefits
Advertisement and its slogan are very interesting to be analyzed
.
It is not only the cigarette one but the other products do have their unique slogan to be
analyzed
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Actually there have been many researches dealing with advertisements but they focused on different aspect of advertisement
.
Here, the researcher scrutinizes different part of advertisements and uses different approach in analyzing
the cigarette advertisement slogan
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This research gives some benefits towards the readers both theoretically and practically, especially for somebody who is
interested in advertisement and research of meaning
.
Probably, this research will give some idea toward the readers who want to take a research in advertising
.
Theoretically, this research gives some information of meaning toward cigarette advertisement slogan
.
This research shows how to understand the meaning of figure of speech in cigarette advertisement by analyzing those slogans
through semantics theory
.
Probably, this research will provide another point of view in conducting a research related to advertisement through different approach
such as semiotics
.
Besides theoretical benefits, it also provides some practical PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
benefits
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Practically, this research can be an example of analyzing advertisement whether it becomes a good or bad example through the utilizing of semantic
theory
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It also can be a reference for further researchers who want to analyze language advertisement in the future
.
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