9 products. Therefore, the advertiser chooses the interesting and creative words to
be the language of the slogan. Tom Altstiel 2008 said that slogans are usually the catchphrases that appear after the logo in a print ad or at the end of the
commercial, and, in most cases, they are very forgettable. The slogan must be communicative to make people easy to understand the message. Slogan is a tool to
create the product offered being interesting. This research is going to analyze the slogans of Marlboro cigarette advertisement to know the linguistic features and
persuasion techniques that are used.
3. Marlboro Cigarette
Terry Martin 2014 states a cigarette is a cyndrical roll of shredded or ground tobacco that is wrapped in paper or another substance that does not contain
tobacco. Many manufactured cigarette have filter on the one end intended to trap some of toxic chemicals contained cigarette smoke. Cigars contain nicotine, the
substance in tobacco that makes people addicted. Marlboro is the largest of cigarette selling brand in the world. This brand is
created by Philip Morris from the United States. He launched Marlboro brand in 1924. At the first time, Morris launched Marlboro cigarette as woman’s cigarette
based on the slogan “Mild as May” in the 1920s. The marketing targets on that time were women, so the image of that cigarette was a woman. In 1950s, Philip
Morris repositioned Marlboro as men’s cigarette in order to fit a market niche of men who were concerned about lung cancer. The red and white package was
designed by the designer Frank Gianninoto. The purposed company was to present a lineup of manly figure; sea captains, weightlifters, war correspondents,
10 construction worker. The first series of Marlboro cigarette was cowboy. The
Marlboro cigarette became best-selling brand. Now, Marlboro cigarette has many varieties such as; Marlboro Red Label, Marlboro Gold Pack, Marlboro Silver
Pack, Marlboro Black, Marlboro Blend, and so on. This research focuses on the language style of Marlboro cigarette advertisement slogans. The images of the
slogans will be the data source during gathering data and data analysis.
4. Linguistic Features
Linguistic feature refers to language style. According to Verdonk 2002, style in language is a set of conscious or unconscious choices of expression,
inspired or induced by particular context. It deals with the use of linguistic features which consist of lexical features and syntactic features in Marlboro
cigarette advertisement slogans, such as hyperbole, weasel words, imperative and long noun phrases. In this research, the research will analyze the linguistic
features used in Marlboro cigarette advertisement slogans which influence the customers through the use of persuasion technique.
5. Persuasion Techniques
Ross 1994: 168 says, “Persuasion is a process of skillfully and ethically using logical thoughts, effective appeals, credibility and ethical proof to influence
and motivate others to responds as you wish them to.” In other words, persuasion technique is a strategy of persuading people. In this research, the use of persuasion
techniques in Marlboro cigarette slogans is to invite and convince people to buy the products. This research is going to analyze the persuasion techniques that are
