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CHAPTER V CONCLUSIONS, IMPLICATIONS, AND RECOMMENDATIONS
This chapter consists of three sections, namely conclusions, implications, and recommendations. Based on research findings which had discussed on
previous chapter, some conclusions have been presented and drawn in this chapter. There are also some suggestions related to the topic of the research for
English teachers, English learners, advertisers, future researcher, and people who might be interested to do similar research.
A. Conclusions
The aims of this study are to analyze and find out the linguistic features and persuasion techniques in Marlboro cigarette advertisement slogans. The data
of the research were taken from Marlboro cigarette advertisement slogans published in the United States. The researcher chose 10 Marlboro cigarette
advertisement slogans randomly. The research was document analysis which used the slogan images of ten variants Marlboro cigarette advertisement. The analysis
of linguistic features used Grey’s 2008 theory. Besides, the researcher used Kleppner’s 1986 theory to analyze persuasion techniques in Marlboro
advertisement slogans. Based on Grey’s 2008 theory, the linguistic features are divided into two
parts. They are lexical features and syntactic features. Marlboro cigarette advertisement slogans used 31 of the whole of lexical features and 43 of the
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whole syntactic features. The slogans of Marlboro cigarette advertisement presented simple language to advertise the products. Therefore, the researcher
only found few features which appeared in Marlboro cigarette advertisement slogans. Based on lexical features by Grey’s 2008 theory, Marlboro cigarette
advertisement slogans did not have neologism and humor features. Some of slogans had hyperbole, weasel words, familiar language, repetition, euphemism,
and glamorization features although they were only 50 or less. All Marlboro cigarette advertisement slogans used simple vocabulary to make the advertisement
attractive and easy to remember by audiences. Besides, all of slogans used potency. According to Grey 2008, Marlboro cigarette advertisement slogans did
not have long noun sentence and simple colloquial language. All of Marlboro cigarette advertisement slogans used short sentence, present tense, and incomplete
sentence. Marlboro cigarette advertisement slogans used ambiguity, use of imperative, syntactic parallelism, association, and ellipsis but there were only
some variants used those syntactic features. The percentage of the syntactic features appeared in Marlboro cigarette slogans between 30 until 60.
Besides, the researcher analyzed persuasion techniques which were used in Marlboro cigarette advertisement slogans. The researcher used Kleppner’s 1986
theory to analyze persuasion techniques of Marlboro cigarette advertisement slogans. There were nine Marlboro cigarette advertisement slogans were used
pioneering stage to introduce new variant of Marlboro cigarette to the customers. Then, eight of Marlboro cigarette advertisement slogans also used competitive
stage. The advertisers showed their product quality and uniqueness through the PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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language of the slogans to make customers buy their product Three other slogans of Marlboro cigarette used retentive stage in order to remind the consumers about
the existent products of Marlboro cigarette. In brief, Marlboro cigarette advertisement slogans only had few linguistic
features which were affected the language of Marlboro cigarette advertisement slogans. The linguistic features which appeared in Marlboro slogan were less than
50. Moreover, the result of this study showed 16 out of 20 linguistic features appeared in Marlboro cigarette advertisement slogans. It means the advertisers are
successful to influence people to smoke Marlboro cigarette through the slogans. Marlboro cigarette advertisement slogans also used persuasion techniques to
influence consumers in buying the products. Moreover, Marlboro cigarette advertisement slogans used three persuasion techniques based on Kleppner’s
1986 theory. They were to introduce new variant products of Marlboro cigarette, which used pioneering stage, to show their product quality and uniqueness, which
used competitive stage, and then to keep consumer’s attention upon the existing product of Marlboro cigarette, which used retentive stage. Almost all of the
slogans used two persuasion techniques for each slogan. However, there was only Marlboro 1977 which used one persuasion techniques and Marlboro Lights and
Marlboro Gold Pack 100’s used of all persuasion techniques.
B. Implications
There are many English learners choose some linguistics course books which are published by foreign publishing companies because there seems only
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few linguistics course books in Indonesia which supply what they need in learning English. However, some of linguistics course books which are published by
foreign publishing companies often use the example of certain linguistic features which are not familiar to Indonesian learners. These research findings are
expected to be an example of analyzing of advertisements’ language style, especially linguistic features in advertisements which more familiar for English
learner. For instance, a teacher who wants to teach language style, especially linguistic features can use an example from advertisement by explaining some
linguistic features of advertisements. By doing that, the learners will not only learn about linguistic features but also learn about advertisement as additional
knowledge. Hopefully, it will help learners to understand linguistic features easily by learning the examples found around them.
These research findings can be used by English learners to deepen their knowledge about linguistic features, especially in advertisement slogans. They can
broaden their understanding of English advertisement. Besides, the learners also learn persuasion techniques in advertisement from these findings. That is why it
will very helpful for the learners who are interested to be advertisers in the future because they know the right words to use in the advertisement in order to deliver
the message of the companies for the consumers based on the purpose of advertising. They also can use the right persuasion techniques in the
advertisement to attract consumers to buy their products. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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