44 remember with the expectation that the readers will clearly and directly
understand the advertisers’ intention. As to the linguistic forms, noun phrases are widely used as brand names. They help the consumers remember the products or
the services very well. Besides, declarative sentences are also common in advertisements. They make advertisements like dialogues which are easy to
understand. The results of the analysis and evidences are presented and discussed in the following section.
1. Noun Phrase
A phrase is a group of related words that is used as a single part of speech and does not contain a verb and its subject Warriner, 1982, p.92. The
phrase includes a noun phrase. A noun phrase appears the most compared to the other linguistic forms. According to Warriner 1982, a noun phrase is a group of
words that contains a noun and it has determiner the, a, this and modifier. The researcher found 9 slogans that used noun phrases. There are the examples of
slogans which incorporate noun phrases: [1] Imo: “Mobile Entertainment”
[2] Beyond: “Infinite Communication” [3] E’Touch: “Mobile Solution”
[4] Samsung Galaxy S4: “Life Companion” [5] Motorola: “Intelligence Everywhere”
Based on the examples [1], and [2], they are considered as a noun phrase since they have no subject and predicate. The above examples are few examples
of a noun phrase. It is proven that having no subject or predicate, the Imo slogan
45 above is a phrase. It is a noun phrase because “mobile entertainment” is a
group of words that contains a noun and modifier. The slogan consists of “mobile” as pre modifier and “entertainment” as noun. The form of Beyond
product is also a noun phrase because it has no subject and predicate. It consists of a noun as “communication” and “infinite” as pre modifier as it preceeds the head
word. Warriner 1982 states that noun phrase is a phrase composed of a head and a modifier that the headword is a noun. From example [3], the E’Touch mobile
phone slogan takes the phrase form because it does not have a subject and a predicate. It is a noun phrase that consists of “solution” as the head noun, and
“mobile” as pre modifier. Another a noun phrase was seen in [4] Samsung Galaxy
S4: “Life Companion”. The Samsung Galaxy mobile phone slogan takes the phrase form. It is a noun phrase because “life companion” is a group of words
that consists of a noun and a modifier. The word “Life” as pre-modifier, “Companion” as a noun. The form of the Motorola slogan [5] is a phrase as it has
a noun as a head word. The word “Intelligence” is as a noun determiner and “everywhere” as post modifier that comes after the head word. The other forms of
a noun phrase also could be seen in the example [6], [7], [8], and [9]. [6] Blueberry: “CSL Mobile”
[7] Cross: “Crystal Clear Sound” [8] Panasonic: “Ideas for Life”
[9] Asus: “Inspiring Innovation” The slogan of Blueberry product [6] “CLS Mobile” also takes a noun
phrase which consists of “CSL” as a pre modifier and “mobile” as a head noun.
