T POKKA GREEN TEA JASMINE

13/ T POKKA GREEN TEA JASMINE

„Happy Mind and Healthy Body‟

a. Data Description

From the name of the product, the consumers will automatically know that Pokka Green Tea Jasmine is a tea product. The product is in the kinds of green tea jasmine. It is usually consumed by everybody. The name of the manufacturer is Pokka Corporation (S) Ltd 39 Quality Road in Singapore and imported by PT. Dima Indonesia in Jakarta.

The package of the product is dominated with green color even tough white, blue, orange, black and yellow are also used in the package. The package is made of a can, so the consumers cannot see inside the package before they open the opener.

Indonesian. On the other side, there are brand name and slogan written in Japanese. On the back layout, the consumers can find the explanation about the product, the table of nutrition facts, and the ingredients, the barcode and the manufacturer. There are also the illustrations of a mountain range as the place of tea tree.

The slogan of the product namely, „Happy Mind and Healthy Body‟ is written under the brand name on the layout of the package. It is printed in white

letters with green as the color of the background. It is divided into 2 lines; the first is „Happy Mind and‟ and the second one is „Healthy Body‟.

b. Data Interpretation The layout of the package should have a meaning. That is why, the

arrangement of the illustration, the brand name, the slogan and the other elements in the package must be well designed so that the package has its own sales message that is to attract the consumers at the first sights.

As a whole, the package applies various colors in the elements. The choosing of colors for the background as well as contrast colors for the brand name and the slogan gives an impression in the eyes of the consumers. The white color for the name of the product and the slogan easily attract the consumers to read them.

The illustration of a mountain range on the layout creates a special The illustration of a mountain range on the layout creates a special

c. Data Analysis The illustration occupies the idea of the package. It also takes the

consumer‟s attentions and to arouse their interests in reading the further information conveyed in the package. The illustration is presented in an

appearance to deliver the message of the slogan. The slogan „Happy Mind and Healthy Body‟ occupies under the brand name on the bottom side of the layout. It

is relevant to the whole package that looks fresh and cool. The slogan obeys the maxim of quality. The slogan implicates „Pokka

Green Tea Jasmine is a product dedicated to give happy mind and healthy body impressions to the consumers and it proves that it works‟. In other words, Pokka

Green Tea Jasmine is believed to be able to give happy mind and healthy body feelings for its consumers, and has adequate evidence that Pokka Green Tea Jasmine can. This statement is supported by the illustration of the mountain range.

The slogan disobeys the maxim of quantity. The statement of the slogan provides less information since it does not give detail information as complete as expected. The slogan does not give sufficient information that is to know what is being offered by the manufacturer. The word s „Happy Mind and Healthy Body‟ are still confusing the consumers because they do not know what the product is.

give relevant contribution in the sense that the consumers cannot know what is being offered by the manufacturer. The audience will be curious about the product that can make them feel happy in mind and feel healthy in body. The slogan does not have relation with the product.

The slogan disobeys the maxim of manner. The slogan has ambiguity and obscurity meaning. There is no clear reference of the words „happy mind and

healthy body‟ unless the consumers see the whole layout of the package and know the product being offered by the manufacturer. Eventough the words used in the slogan are orderly and brief, it still makes the consumers feel obscurities in understanding the meaning.

The slogan implicates that „Pokka Green Tea Jasmine is green tea with jasmine fragrant that can make the consumers have happy mind and healthy body

every t ime they consume it.‟ The relation between the slogan and the product is implicit because the consumers still need additional information from the layout of the package about the product. In other words, the slogan does not provide enough information of the product.

VIT „Fit and Fresh‟

a. Data Description

Vit is a mineral water‟s product that is manufactured by PT. Sumber Bening Lestari in Pandaan, Indonesia under licensed by PT. Tirta Investama in Jakarta.

Like the previous package, the package of Vit is also made from bottle. The package is made of transparent plastic bottle. It has red color as the color of the bottle cap. The layout is on the middle of the bottle. The colors of the background are blue and white. The additional color is red.

The brand name is printed in white color and has red as the color of the background. The slogan is located next to the brand name and it has red as the color of the letters and it is written on the white background.

b. Data Interpretation

The aim of the package as an identification device will be fulfilled if the elements support each other. The manufacturer must create an unique package to attract the consumers. Therefore the package of Vit is not too interesting to be seen because it is similar with the other mineral water product that also has similar shape and size. However, Vit is less famous than the other brand, like Aqua or The aim of the package as an identification device will be fulfilled if the elements support each other. The manufacturer must create an unique package to attract the consumers. Therefore the package of Vit is not too interesting to be seen because it is similar with the other mineral water product that also has similar shape and size. However, Vit is less famous than the other brand, like Aqua or

The package is monotonous since it uses transparent and blue on almost the entire layout. It makes the consumers have no desire to see or to read other elements including the slogan on the layout.

The illustration of the package is only in the form of an imagining person who jumps while raising his hands which gives the consumers visualization about the fitness and freshness of the product. They do not have to imagine about the form of the product because they can see the content from the transparent bottle. Moreover, this picture supports the slogan by making the consumers imagine the fitness and the freshness of the product.

However, the manufacturer also uses different colors for the slogan. Red contrasts with white so that the consumers can read the printed words easily. The

slogan namely, „Fit and Fresh‟ fulfills its aim to make the consumers pay attention to the slogan and the product. They will finally popularize it. The slogan invites the consumers to try the fit and fresh taste of Vit.

c. Data Analysis The slogan of Vit is „Fit and Fresh‟. It means that „Vit is the mineral

water that has fresh taste in order to make the consumers‟ body fit among other water that has fresh taste in order to make the consumers‟ body fit among other

The slogan fulfills the maxim of quantity. The slogan gives sufficient information supporting the purpose of the manufacturer to offer the product to the consumers. The slogan tells that the product has fit and fresh taste and it is supported with the explanation of the product that the product can make the consumers feel fit and fresh.

The slogan has a relation with the product. Therefore, the consumers cannot know whether the product that can make fit and fresh. Therefore, the slogan gives a relevant contribution. In other words, the slogan fulfills the maxim of relevance.

Finally, the words in the slogan are arranged clearly and orderly by using simple and brief ones. However, in catching the meaning, the consumers may have obscurities to understand the slogan and to relate it with the product. So the slogan obeys the maxim of manner.

The slogan implicates that „consuming Vit will make the consumers feel fit and fresh that differentiates it from other similar brands.‟ From the explanation above, it can be assumed that the relation between the slogan and the product is explicit.

YOU C-1000 LEMON WATER „Replenish Lost Fluids, Taste the Difference‟

a. Data Description

You C-1000 Lemon Water is a beverage product from PT. Djojonegoro C-1000 in Cicurug, Sukabumi, Indonesia. It is under lisenced by House Wellness Foods in Japan.

The package is made from plastic bottle. It is divided into 2 parts, namely bottle cap and the body of the bottle. The color of bottle cap is white. On the body of the bottle, there is a layout around the bottle. The layout has dominant color, namely white. However, there are many additional colors on the layout, such as green, blue, red and yellow.

Likewise the above product, the layout consists of many sides. The front and back layout consist of the brand name, the slogan, the illustration, and the sub slogan. They are in 2 different languages, namely Indonesian and English. On the right side of the layout, there are the explanations about the product that is written in Indonesian; the net weight and the nutrition facts. On the left side of the layout, there are the ingredients, the expired date, the saving suggestion, the name of the manufacturer, and the barcode of the product.

The slogan is printed in red color and it is located under the sub slogan, namely „A unique isotonic drink that contains 1000 mg of vitamin C and a distinct The slogan is printed in red color and it is located under the sub slogan, namely „A unique isotonic drink that contains 1000 mg of vitamin C and a distinct

b. Data Interpretation

The package consists of its elements that can build a unity. The slogan is used to campaign theme of the package of the product that is supported by other elements on the layout.

The choosing color gives meaning to the audience. The layout has white as the color of the background. The using of white color as the color of the background makes the elements of the layout easy to be read.

On the layout there is illustration of the lemons on the layout. It represents the kind of You C-1000 product. It is supported using the sub slogan that contains of 1000 mg of vitamin C. As we know that lemon has high vitamin, especially vitamin C. The illustration is used to increase the value of the slogan and to raise the consumers‟ attentions. The combination of white and yellow looks

fresh in the eye of the consumers. The consumers will have no difficulties in visualizing the product. When they see the illustration, they will agree with the presented slogan and sub slogan so that they are interested to buy the product.

The slogans use the words „taste the difference‟. The choosing of these words is not without any purpose. The words attract the readers whenever they

read them since they means „it has a unique and distinct taste that can make they feel the difference‟. People love something that is different from the other similar

You C-1000 Lemon Water is different from other similar brands because it has a unique and distinct taste of lemon.

c. Data Analysis

The slogan of the product is „Replenish Lost Fluids Taste the Difference‟. It makes relevant to all messages in previous elements. You C-1000 want to invite the consumers to replenish lost fluids and taste the difference.‟

The slogan implicates that „You C-1000 Lemon Water is believed to replenish lost fluid so the consumers ca n taste its unique and distinct taste.‟ In

other words, the product gives evidence that the product has a unique and distinct taste of lemon in a drinking product. It can be seen that the slogan fulfills the maxim of quality.

The slogan disobeys the maxim of quantity. The slogan does not provide full information as required because the consumers cannot know that the product

is a beverage product. It implicates that „You C-1000 Lemon Water is a beverage product that can replenish lost fluids and has a unique and distinct taste for rehydration and we can feel the difference because of that taste.‟

The slogan also disobeys the maxim of relevance. The slogan does not have any relation with the product. The consumers cannot know what the product is if they only read the slogan. The consumers must see the whole package in order to know what kind of product it is.

ambiguous meaning that makes the consumers feel obscure in understanding the slogan. It is because the slogan uses brief and clear words that are easy to understand by the readers. It means that the words of the slogan are well ordered and they have literary meaning.

The slogan implicates that You C-1000 Lemon Water can replenish lost fluids because it contains 1000 mg of vitamin C and it has a distinct taste that using for rehydration. Therefore, the consumers can taste the difference from the other similar brands.

The relation between the slogan and the product is implicit because the consumers have to find other information on the whole layout in order to know what the product it is. The consumers will not directly understand that the product is a beverage product only by reading the slogan.