16 Although the data which are going to be discussed in this research are in a
form of a list of countries’ and states’ slogans, it does not mean that they have no
relation with advertisement. Still, countries and states in this world need advertisement to publicize their tourism so that people in this world would know
about the existence of the countries and states. Without advertisement, people would not know about the things that available or the newest information in this
world Nicholl, 1973. Therefore, if there are no such advertisements that could broadcast the existence of a country or state, there will be no one who knows
about the country.
c. Language in Advertisement
In advertisement, language is needed as a tool to communicate in order to
make sure what it presupposes can be expressed. People in this world know that language plays an essential role to build communication in such circumstances.
Language in advertisement absolutely different from that language which is generally used to communicate wit
h others in people’s daily lives because language in advertisement aims to attract
people’s interest and persuade them to buy the product advertised. The language used in advertisement is unique because
it has its own purpose. Advertisement is the usage of such language in particular way that advertisement has to be able to get
the readers’ attention. Generally, the language used in advertisement aims to
grab the people’s attention so that they are interested to buy the product.
Similar to the language used in advertisement, the kind of language used by the countries and states to construct their slogans is also unique and purposeful.
17 This kind of language aims to get an attention from the target audience. Target
audience is generally defined as a group of individuals to whom the advertisement messaged is directed Bovee Arens, 1982, p. 12. In the advertisement of
countries’ and states’ slogans the target audience is the public or foreigner from another country.
d. Slogan
Generally, sellers, who want to advertise their products using
advertisement, draw on a slogan. Many slogans or taglines begin as successful headlines. Through continuous use, they become standard statements, not just in
advertisements, but also for sales people and company employees. Slogan has two main basic purposes. Bovee Arens 1982 state that the first purpose is to
provide continuity for a campaign, and the second one is to reduce a key theme or idea that the company wants associated with its product to a brief and also
memorable positioning statement p. 274. Slogan is needed in such advertisement because it helps the seller to grab the public’s attention. Besides, the slogan itself
could make the products become more fascinating. Slogan also helps the seller to persuade people to see or to buy their products. Effective slogans are short, easy
to understand, memorable, and easy to repeat. Good slogans help the product apart from its competitors Bovee Arens, 1982, p. 274.
In this study, the seller means the countries or states that want to show their existence to the world. The countries and states need slogans or taglines to
introduce themselves to the public from another country. The countries and states can show their potency through the slogan explicitly with a purpose that the
18 people from another country would be interested to visit the country. Slogans or
taglines of the countries might become an identity of the countries or states themselves.
3. Presupposition Triggers
