attractive sounds, and stick on the costumers mind
.
Hence, it makes the slogan memorable
.
Repetition of stressed vowel sound within words with different end
consonant might be called as assonance
.
it also can be considered as “vocalic rhyme”
.
The examples are:
64 Live your wish by Wismilak Diplomat Mild 65 Light up the night by PALL MALL
66 Bold to the new world by L
.
A
.
Bold
67 How Low Can You Go? By A MILD 68 Continuous freezing experience by GG Mild Shiver
The examples of assonance which has repetition on sound such in slogan 64 live-wish, slogan 65 light-night, slogan 66 bold-world, slogan 67 low-go,
and slogan 68 continuous-experience
.
Slogan 64 and 65 use imperative persuasive phrases
.
Live means continue and wish can be want, greeting and magic
.
In this case, want is more appropriate for wish
.
The word wish on the slogan might refer to “Wismilak” as the brand of cigarette
.
Literary, if we take a look at the meaning of the slogan, the advertiser tries to persuade the customers by
giving an advice as well by saying keep continuing for what you want
.
Connotatively, the advertiser invites the customers to keep continuing on smoking wismilak
.
Low in slogan 67 is below the usual level and go means to travel or move to another place
.
A Mild is type of cigarette with low standard of nicotine because PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
is in mild
.
While low on the slogan refers to the mild cigarette
.
That question might pointed to another brand of cigarette which are in mild
.
The advertiser assume that its cigarette is the only cigarette with the lowest standard of tar and
nicotine which can reduce the risk of smoking and a hazard of cigarette
.
Alliteration, assonance and anaphora are type of figure of speech which found in cigarette advertisement slogan on the internet
.
They have repetition of consonant, words, sounds and vocalic rhyme as well
.
The use of those type figure of speech with repetition are making the slogan memorable, always sticks on
people’s mind, easier to remember and repeat and distinguish the product from its competitors Bovee and Arens 1989
.
3. giving characteristics and symbol
.
This purposes can be found in the use of epithet and metonymy
.
Here are the example of giving the slogan characteristic and symbol
.
76 The beautiful challenger by ESSE 77 The right choice by FIX MILD
78 I love blue full by Bentoel Biru 79 The real boss by Ace Mild
80 Urban lifestyle by Pensil mas Internasional There are adjective and noun which are applied on above slogans
.
Regarding to the use of adjective and noun, it is been explained previously that adjective and noun are used to describe the quality of the brand which is the same
as the definition of epithet
.
Slogan 76 and 77 use noun phrase the beautiful PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
challenger and the right choice to give the characteristic and symbol of the brand
.
Slogan 76 wants to tell that beautiful challenger is the character of the costumer
.
One who smoke this cigarette, they are a challenger in a good way
.
Slogan 77 shows the right choice as the symbol of fix mild and wants to tell the word that fix
mild is being the right choice for everyone to smoke
.
Slogan 80 tells the costumers that its product is dedicated for people who lives in urban area
.
They have special characters which is modern, high lifestyle, sophisticated and more up
to date
.
In which it is different from villagers lifestyle
.
Metonymy also includes in giving characters and symbol toward the purpose on the use of figure of speech, here are the examples found in cigarette
advertisement slogan on the internet: 81 There is no courage without red by Red Mild
82 With polo mild by Polo Mild 83 It’s luckiest enjoy by Lucky Strike
84 Yesterday is long, clas mild is today by Clas Mild 85 Teen mild journey we magic by Teen Mild
Those words on the slogans are related to each other because they represent the brand of cigarette
.
Slogans 81 to 85 apply the name of the brand on the slogan
.
They represent directly to the the brand and it is aimed to character and symbol of the brand
.
Slogan 81 says there is no courage without red by red mild
.
It uses a word red on the slogan in which red is the name of the cigarette’s brand as well
.
Lexically, red means the name of the color or the color of fresh blood
.
Connotatively, red is associated with being brave and courage which means mental or moral strength to venture, persevere and withstand danger, fear or
difficulty
.
Meaning to say that the slogan informs and advises the customers that you should live with courage and red mild will accompany you to gain the courage
in daily life
.
Hence, you will always need red mild as you will always need courage to face the life
.
4. Offering experience
.
Experience means knowledge or skill from doing, or seeing or feeling things
.
It means that the slogans ask the costumer to do something to get the experience by their selves
.
It gives an experience toward the costumers or costumer who smoke some kinds of cigarette which are advertised
.
Hence, the use of verb in some slogans might offer sense of experience to customer
.
To find out the examples of this part, let us see the following example bellow
.
86 let’s do it by L
.
A LIGHTS 87 Go ahead by A MILD
88 Turn on your taste by MASTER MILD 89 Define yours by FELLAS MILD
90 Join the club by CLUB MILD From the examples above, it is clear that they apply imperative sentences
which use verb in the beginning of the sentence
.
They use let, go, turn on, define, and join
.
The use of verbs above show us that the slogans are purposed to invite the costumers to consume those cigarette from each brand
.
It is also to give an PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
experience to everyone to taste the cigarette
.
For instance slogan 90 with the slogan join the club, the word club in slogan refers to CLUB MILD as the brand of
cigarette
.
Hence, it means that club mild invite the costumer to join and taste CLUB MILD and then they costumers will know the taste of club mild and
experience it
.
In the second analysis of the research, it can be conclude that the meaning on the use of figure of speech in cigarette advertisement slogans is dominate by
making the slogan more memorable and then followed by making slogan attractive and imaginative
.
The third place is giving characteristic and symbol and then followed by offering experience
.
The last, there is no explanation for giving modest assertion since there is no example of litotes found on the cigarette
advertisement slogans
.
Hence, it means that most of the cigarette advertisement slogans in Indonesia which utilize English are memorable, attractive and
imaginative because some of them use the language which are easily to stick on people minds, easy to remember, and attractive
.
82
CHAPTER V CONCLUSION AND SUGGESTION
Figure of speech is an expression which uses words to means something different from their literary meaning
.
This research mostly talks about cigarette advertisement slogans which uses English in internet
.
There are two research questions which have presented in the first chapter and then continued by giving
some related theories to solve the problem which have presented in the second chapter
.
Before arriving to the most important part of the research which is in chapter 4, the research must give the methodology for analyzing the data
.
After those chapters are done, the research arrives to the last chapter which is called
conclusion and suggestion
.
This part will be divided into two parts
.
The first part will give some concluding statements toward the result and findings and the second part will give
suggestions related to the future research with the similar topic
.
A. Conclusion
As it has been explained in the first chapter of the research, there are two questions in this research
.
The first and second research question are answered by using figure of speech through semantics theory since it is also connected with the
connotative meaning of the slogans
.
This research examines cigarette advertisement slogans which utilize English as the main language in internet
.
Hence, the data are taken from internet which provide advertisement slogans collection of data
.
The data sources are from various brands of cigarette in PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
