Advertisement Theories on Advertisement and Slogan

28 and Food Products”. His research emphasis was on the linguistic forms, the types, and the meaning of English slogan by using semantic approach. He concluded that the slogan used in cosmetic products has mostly conceptual meaning. Besides, the slogan used in food products applied the connotative meaning. The second research is written by Ni’mah 2012 entitled “A Semantic Analysis of English Slogan on Mobile Phone and Car advertisement”. She analyzed the linguistic forms and the lexical meanings of English slogan in mobile phone and car advertisements by using a semantic approach. She concluded that the English slogan used in mobile phone and car advertisements are in the forms of a clause is in the lowest data. In the middle data is a sentence and the most data are in form of a phrase and it is high categories. Furthermore, the lexical meaning of all the data in her research in mobile phone and car products is given by dictionary. The third researcher is Pratiwi 2008 who wrote “A Pragmatic Study on Clothes Advertisement Slogans in Aneka Magazine Issued in January - September 2006”. In this research, her focus was on a pragmatic analysis in directive utterance. In the problem statement, it is just found that the writer elaborated the pragmatic meaning in utterances. Having reviewed the related studies on pragmatics, the researcher was aware that those three studies above have some similarities with mine. The similarity between the previous researchers and mine is the use of slogan that occurs in a certain context which has a unique use. The uniqueness of the slogan can be seen in the words and the language features used and it may attract people to read it and in turn get interested in the products. Both of them analyzed the 29 linguistic units or the linguistic forms of the English slogan. Their researches studies have led the researcher to analyze English slogan’s features used by mobile phone products. The differences are the researcher put this study focusing on the percentage of the linguistic forms and the implicature meanings of the English slogan implied in slogan mobile phone advertisements.

C. Theoretical Framework

This part explains the theories that were used in analyzing the data of this study. All major theories are summarized and synthesized. It also explains the reasons why the theories were needed and how this study applied the theories in the analysis. Based on the theoretical description, the researcher wraps up the appropriate theories to accomplish the objectives of this research. In this theoretical framework, the researcher would like to present how the theories are connected to the two research problems: Firstly, what are the linguistic forms of the English slogan used in mobile phone advertisements?. Secondly, what are the implicature meanings of the English slogan in mobile phone advertisements?. Nowadays, the companies try to promote their products or services to the consumers by using a creative and an interesting slogan in advertisements. Therefore, English slogans have their special characteristics and forms. In order to answer the research problem number one, the researcher applied Warriner’s theory. Warriner 1982 states that there are several linguistic forms, namely phrase, clause, and sentence. Those forms are relevant and directly related to the reviews of the linguistic forms of the English slogan in mobile phone