Asyndeton RESULTS AND DISCUSSION

meaning of each word or phrase and clause which use figure of speech, but it is about the propose on the using of the type of figure of speech on the slogan itself . Ownie and Aritonang 2013 argue that figure of speech uses language which is expressed in non literal way . The use of figure of speech is more effective for some reasons . Firstly, it gives imaginative pleasure to the costumers or costumer . Secondly, it gives additional images . Thirdly, it is very effective to add emotional intensity to a statement . Fourthly, it is one of effective ways of saying a short and brief statement . There are four purpose on the use of figure of speech in cigarette advertisement slogans . First, making the slogan memorable . Second, making the slogan attractive and imaginative . Third, giving characteristic and symbol . Fourth, offering experience and fifthly is creating strong impressions and emotional responses . All of the statements above have the same point which is to make the slogan easy to remember and stick in costumers’s mind . The detail information can be seen on the table and following explanation bellow . Table 4.2 . The Distribution on the purposes of figure of speech No . Meaning Frequency Percentage 1. Giving characteristics and symbol 58 36.25 2. Making the slogans memorable 47 29 . 375 3. Creating strong impression and attractive 36 22 . 5 4. Offering experience 19 11 . 875 Total 160 100

1. Creating strong impression and attractive

. To get into this point, we may take a look at the slogans which are in personification . It is a thing which can act or express like human being . The use of personification in advertisement slogan give the sense of convincing the costumers . The sense of seeing might be the measurement that slogans are attractive and imaginative as Stamps 1990 argues that slogans are only effective when they are seen, remembered and repeated . It means that by using personification, those slogans which are inanimate might possible to do something like animate do . Thus, the customer will have some imaginations toward the brand of cigarette after hearing the slogan and seeing the advertisements . As most people know that personification put some human or animate attribute to inanimate . In other words, the use of personification in English advertisement seems to give the product emotion and liveliness Chetia, 2015 . There are the example of personification which show the slogan attractive and imaginative . 69 Rich taste by one mild rich taste 70 Luckies taste better, cleaner, fresher and smoother by Lucky Strike 71 Free your taste by A Mild 72 Turn on your taste by Lintang Enam Slogan 69 applies adjective rich and slogan 70 up to 72 apply verb taste, free and turn . The adjective rich attributes to human being and followed by taste which is inanimate . Only human being who are able to be rich . It is similar PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI