authorities, their seals provide an independent, valued endorsement for the advertiser’s product.
Logotypes logos and signatures are special designs of the
advertiser’s company or product name. They appear in all company advertisement and, like trademarks, give the product individuality and
provide quick recognition at the point of purchase.
b. Slogans
Many slogans also called themelines or taglines begin as
successful headlines. Slogans have two basic purposes: to provide continuity to a series of advertisement in a campaign and to reduce an
advertising message strategy to a brief, repeatable, and memorable positioning statement.
41
Slogan is a word or phrase that is easy to remember; used for example by a political party or in advertising to attract people’s attention
or to suggest an idea quickly.
42
41
William F. Arens David H. Schaefer, Essentials of Contemporary Advertising, New York: McGraw-Hill, 2007, pp. 244-250.
42
A. S. Hornby, Op. Cit, p.126.
29
CHAPTER III RESEARCH FINDINGS
A. Data Description
In the third chapter the writer will describe the analysis of connotation in Pepsi advertisement. Advertisement analyzed are five units. Those are the
corpuses for analyzing in this research. The five Pepsi advertisements provide with the following taglines: 1 Live for Now, 2 Summer Time, Pepsi Time II,
3 Un Pimp Your Body, 4 Change the Game 5 Ask for more. This study purposes to find a connotation that is existing in advertisement.
Therefore, besides the verbal language, the non verbal language also influences in making the connotation in the advertisement itself, because the iconic verbal
sign is a supporting element in understanding the connotation in advertisements. So, the data description can be tabulated in the following table.
Table of verbal and non verbal signs Object
Verbal Sign Non Verbal Sign
Image 1 -
Live for N W Live in the first
column, for in the third, N in
fifth column, and W in last
- The picture in first column
described people laughing, happy, and cheerful in town. Two women
wearing clothes of different colors, with the high buildings
background.
