Language styles of iphone advertisement slogans.

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ABSTRACT
.
Rozalina. 2015. Language Styles of iPhone
Yogyakarta:Sanata Dharma University.

Advertisement

Slogans.

Advertisement is a medium that helps companies to promote their
products. To convince the customers, the advertisement employs certain
characteristics which can make it interesting to see. Thus, it can grab the
customers’ attention only in a glance. Advertisement slogans such as Say hello to
iPhone and the sign of design with you in mind have several lexical and syntactic

features which become the wording characteristics of advertisement language.
Moreover, added on the online advertisement, which is considered as a common
place to find an advertisement, it is interesting to analyze the language style of
advertisement, especially in lexical and syntactic features.
There were 2 research problems addressed in this research. The first was to
classify and analyze lexical and syntactic features that were contained in iPhone
advertisement slogans. The second was to find out what characterizes the uses of
lexical and syntactic features in iPhone advertisement slogans. The data were
taken from online iPhone advertisement slogan from the second version to the
latest iPhone version recently.
This research used a document analysis method and was categorized as
qualitative and quantitative research. To solve those research problems, the
researcher utilized theories from several linguists, namely, Grey (2008), Leech
(1972), and Goddard (2002). Nine lexical features and nine syntactic features
were used to classify and analyze the data, for instance, hyperbole, neologism,
weasel word, familiar language, simple vocabulary, repetition, euphemism,
humor, potency, short sentence, long noun phrase, ambiguity, imperative, simple
and colloquial, present tense, syntactic parallelism, association, and incomplete
sentence. After classifying and analyzing the data, the researcher calculated the
frequency to identity the top three mostly employ in lexical and syntactic features

used in iPhone advertisement slogans and then figure out the reason using theories
from Grey (2008), Leech (1972), and Goddard (2002).
The results of the research were there are seven lexical features and seven
syntactic features employed in iPhone advertisement slogans and the most three
top dominant lexical features are simple vocabulary with 38.4%, hyperbole
21.1%, and potency with 19.2%. The top three commonly used in syntactic
features are short sentence with 23.5%, present tense with 19.6%, and long noun
phrase with 13.7%. Those language styles are used to grab the customers’
attention.

Keywords: advertisement slogan, language styles, advertisement, iPhone

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ABSTRAK
Rozalina. (2015). Language Styles of iPhone Advertisement Slogans. Yogyakarta:
UniversitasSanata Dharma.
Iklan adalah sebuah media yang membantu perusahaan-perusahaan untuk
mempromosikan produk-produk mereka. Pembuat iklan harus meyakinkan para
konsumen melalui karakteristik tertentu yang membuat unik sehingga menarik
untuk di lihat. Hal ini dapat menarik para konsumen hanya dalam sekali
pandang. Slogan seperti , Say hello to iPhone dan the sign of design with you in
mind mempunyai fitur-fitur leksikal dan sintaks yang menjadi cirri khas bahasa
iklan. Terlebih lagi, iklan yang dipasang di internet, akan menarik untuk
menganalisis bahasa iklan khususnya dalam hal fitur leksikal dan sintaks.
Terdapat 2 rumusan masalah dalam penelitian ini, yaitu: 1. Menganalisis
dan mengklasifikasi fitur-fitur leksikal dan sintaks yang terdapat pada iklan
iPhone dan 2. Menyimpulkan alasan dari 3 fitur leksikal dan 3 fitur sintaks yang
paling sering digunakan pada iklan iPhone tersebut. Data di ambil dari iklan
iPhone yang ada di internet dari versi pertama iPhone hingga versi terakhir saat
ini.
Penelitian ini menggunakan metode dokumen analisis dan bersifat
kualitatif dan kuantitatif. Untuk menyelesaikan kedua permasalahan tersebut,

peneliti menggunakan teori-teori dari ahli terapan sepertiGrey (2008), Leech
(1972), dan Goddard (2002). Sembilan fitur leksikal dan Sembilan fitur sintaks
digunakan untu kmengklasifikan dan menganalisis data, seperti: hyperbole,
neologism, weasel word, familiar language, simple vocabulary, repetition,
euphemism, humor, potency, short sentence, long noun phrase, ambiguity,
imperative, simple and colloquial, present tense, syntactic parallelism,
association, dan incomplete sentence. Setelah mengklasifikasi dan menganalisis
data, peneliti menghitung frekuensi untuk mengidentifikasi fitur leksikal dan fitur
sintaks yang paling sering digunakan lalu dengan menggunakan teori dari Grey
(2008), Leech (1972), dan Goddard (2002), dan mencaritahu mengapa tiga fitur
dari leksikal dan tiga fitur dari sintaks tersebut menjadi fitur yang paling sering
muncul.
Hasil dari penelitian ini adalah tujuh fitur leksikal dan tujuh sintaks yang
digunakan dalam slogan iklan iPhone, ada tiga fiturleksikal yang paling sering
muncul adalah simple vocabulary sebesar 38,4%, hyperbole sebesar 21.1%, dan
potency sebesar 19.2% dan ada tiga fitur sintaks yang paling sering muncul
adalah short sentence sebesar 23.5%, present tense sebesar 19.6%, dan long
noun phrase 13.7%. semuafitur-fitur gaya bahasa digunakan untuk menarik
perhatian konsumen.

Kata kunci: advertisement slogan, language styles, advertisement, iPhone

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LANGUAGE STYLES OF IPHONE ADVERTISEMENT
SLOGANS
A SARJANA PENDIDIKAN THESIS
Presented as Partial Fulfilment of the Requirements
to Obtain the Sarjana Pendidikan Degree
in English Language Education

By
Rozalina

Student Number: 111214125

ENGLISH LANGUAGE EDUCATION STUDY PROGRAM
DEPARTMENT OF LANGUAGE AND ARTS EDUCATION
FACULTY OF TEACHERS TRAINING AND EDUCATION
SANATA DHARMA UNIVERSITY
YOGYAKARTA
2015

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LANGUAGE STYLES OF IPHONE ADVERTISEMENT
SLOGANS
A SARJANA PENDIDIKAN THESIS
Presented as Partial Fulfilment of the Requirements

to Obtain the Sarjana Pendidikan Degree
in English Language Education

By
Rozalina
Student Number: 111214125

ENGLISH LANGUAGE EDUCATION STUDY PROGRAM
DEPARTMENT OF LANGUAGE AND ARTS EDUCATION
FACULTY OF TEACHERS TRAINING AND EDUCATION
SANATA DHARMA UNIVERSITY
YOGYAKARTA
2015
i

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TERPUJI

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STATEMENT OF WORK’S ORIGINALITY
I honestly declare that this thesis, which I have written, does not contain the work
or parts of the work of other people, except those cited in the quotations and the
references, as a scientific paper should.

Yogyakarta,21 August 2015
The writer,

Rozalina

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LEMBAR PERNYATAAN PERSETUJUAN

PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIK
Yang bertanda tangan di bawah ini, saya mahasiswa Universitas Sanata
Dharma Yogyakarta:
Nama

:

Rozalina

NIM

:

111214125

Demi perkembangan ilmu pengetahuanm saya memberikan kepada
perpustakaan Universitas sanata Dharma Yogyakarta, karya ilmiah saya yang
berjudul :
LANGUAGE STYLES OF IPHONE ADVERTISEMENT SLOGANS

beserta perangkat yang diperlukan (bila ada). Dengan demikian, saya memberikan
kepada Universitas Sanata Dharma Yogyakarta hak untuk menyimpan,
mengalihkan dalam bentuk media lain, mengelolanya dalam bentuk pangkalan
data, mendistribusikan secara terbatas, dan publikasi di internet atau media lain
untuk keperluan akademis tanpa perlu meminta ijin maupun memberikan royalti
kepada saya, selama tetap mencantumkan nama saya sebagai penulis.
Demikian pernyataan ini saya buat dengan sebenar-benarnya.
Dibuat di Yogyakarta,
Pada tanggal : 21 Agustus 2015
Yang menyatakan,

Rozalina

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ABSTRACT
.
Rozalina. 2015. Language Styles of iPhone
Yogyakarta:Sanata Dharma University.

Advertisement

Slogans.

Advertisement is a medium that helps companies to promote their
products. To convince the customers, the advertisement employs certain
characteristics which can make it interesting to see. Thus, it can grab the
customers’ attention only in a glance. Advertisement slogans such as Say hello to
iPhone and the sign of design with you in mind have several lexical and syntactic
features which become the wording characteristics of advertisement language.
Moreover, added on the online advertisement, which is considered as a common
place to find an advertisement, it is interesting to analyze the language style of
advertisement, especially in lexical and syntactic features.
There were 2 research problems addressed in this research. The first was to
classify and analyze lexical and syntactic features that were contained in iPhone
advertisement slogans. The second was to find out what characterizes the uses of
lexical and syntactic features in iPhone advertisement slogans. The data were
taken from online iPhone advertisement slogan from the second version to the
latest iPhone version recently.
This research used a document analysis method and was categorized as
qualitative and quantitative research. To solve those research problems, the
researcher utilized theories from several linguists, namely, Grey (2008), Leech
(1972), and Goddard (2002). Nine lexical features and nine syntactic features
were used to classify and analyze the data, for instance, hyperbole, neologism,
weasel word, familiar language, simple vocabulary, repetition, euphemism,
humor, potency, short sentence, long noun phrase, ambiguity, imperative, simple
and colloquial, present tense, syntactic parallelism, association, and incomplete
sentence. After classifying and analyzing the data, the researcher calculated the
frequency to identity the top three mostly employ in lexical and syntactic features
used in iPhone advertisement slogans and then figure out the reason using theories
from Grey (2008), Leech (1972), and Goddard (2002).
The results of the research were there are seven lexical features and seven
syntactic features employed in iPhone advertisement slogans and the most three
top dominant lexical features are simple vocabulary with 38.4%, hyperbole
21.1%, and potency with 19.2%. The top three commonly used in syntactic
features are short sentence with 23.5%, present tense with 19.6%, and long noun
phrase with 13.7%. Those language styles are used to grab the customers’
attention.

Keywords: advertisement slogan, language styles, advertisement, iPhone

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ABSTRAK
Rozalina. (2015). Language Styles of iPhone Advertisement Slogans. Yogyakarta:
UniversitasSanata Dharma.
Iklan adalah sebuah media yang membantu perusahaan-perusahaan untuk
mempromosikan produk-produk mereka. Pembuat iklan harus meyakinkan para
konsumen melalui karakteristik tertentu yang membuat unik sehingga menarik
untuk di lihat. Hal ini dapat menarik para konsumen hanya dalam sekali
pandang. Slogan seperti , Say hello to iPhone dan the sign of design with you in
mind mempunyai fitur-fitur leksikal dan sintaks yang menjadi cirri khas bahasa
iklan. Terlebih lagi, iklan yang dipasang di internet, akan menarik untuk
menganalisis bahasa iklan khususnya dalam hal fitur leksikal dan sintaks.
Terdapat 2 rumusan masalah dalam penelitian ini, yaitu: 1. Menganalisis
dan mengklasifikasi fitur-fitur leksikal dan sintaks yang terdapat pada iklan
iPhone dan 2. Menyimpulkan alasan dari 3 fitur leksikal dan 3 fitur sintaks yang
paling sering digunakan pada iklan iPhone tersebut. Data di ambil dari iklan
iPhone yang ada di internet dari versi pertama iPhone hingga versi terakhir saat
ini.
Penelitian ini menggunakan metode dokumen analisis dan bersifat
kualitatif dan kuantitatif. Untuk menyelesaikan kedua permasalahan tersebut,
peneliti menggunakan teori-teori dari ahli terapan sepertiGrey (2008), Leech
(1972), dan Goddard (2002). Sembilan fitur leksikal dan Sembilan fitur sintaks
digunakan untu kmengklasifikan dan menganalisis data, seperti: hyperbole,
neologism, weasel word, familiar language, simple vocabulary, repetition,
euphemism, humor, potency, short sentence, long noun phrase, ambiguity,
imperative, simple and colloquial, present tense, syntactic parallelism,
association, dan incomplete sentence. Setelah mengklasifikasi dan menganalisis
data, peneliti menghitung frekuensi untuk mengidentifikasi fitur leksikal dan fitur
sintaks yang paling sering digunakan lalu dengan menggunakan teori dari Grey
(2008), Leech (1972), dan Goddard (2002), dan mencaritahu mengapa tiga fitur
dari leksikal dan tiga fitur dari sintaks tersebut menjadi fitur yang paling sering
muncul.
Hasil dari penelitian ini adalah tujuh fitur leksikal dan tujuh sintaks yang
digunakan dalam slogan iklan iPhone, ada tiga fiturleksikal yang paling sering
muncul adalah simple vocabulary sebesar 38,4%, hyperbole sebesar 21.1%, dan
potency sebesar 19.2% dan ada tiga fitur sintaks yang paling sering muncul
adalah short sentence sebesar 23.5%, present tense sebesar 19.6%, dan long
noun phrase 13.7%. semuafitur-fitur gaya bahasa digunakan untuk menarik
perhatian konsumen.

Kata kunci: advertisement slogan, language styles, advertisement, iPhone

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ACKNOWLEDGEMENTS
It has been a long-winded journey when I want to achieve my Sarjana
Pendidikan Degree. Fortunately, there were many people who walked beside me
to strengthen me in facing every single obstacle I had to face during the process of
finishing this thesis as one of the steps I had to take.
Firstly, I thank Allah S.W.T for His never ending blessing for me so
finally I can finish this thesis. I have never been in high or low spirit without His
grace. Following His path is never disappointing because He always makes
everything beautiful in His time.
Foremost, I would like to express my sincere gratitude to my thesis
advisor Drs. Barli Bram, M.Ed.,Ph.D. for his kindness in guiding me conducting
the study. I thank him for spending his valuable time to critically read my writing
and to advise my better writing. His well-known tagline; “stay alive, ya!” will not
ever be forgotten. I would like to thank Yuseva Ariyani, S.Pd.,M.Ed. as my
academic advisor who has supported and motivated me as well.
Special thanks go to my family. Words cannot express how grateful I am
to my mother Zuraida Hanum and my father Zamferleno Hariansyah for all
support and prayers that they have made on my behalf. Then, I also thank my
beloved brothers and sisters Reza, Sarah, Karin, and Mano who had entertained
me with their jokes.
My sincere gratitude also goes to all PBI friends, especially batch 2011,
for having the same struggle and sharing each other. I also thank my second
family “Royals”, Denyk, Shasa, Riri, Leo, and Mika for the valuable
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experiences all of them have given to me, they mean a lot to me. I also thank
Yosafat, Tunggul and Pandu who gave enlightments to me while discussing my
ideas for this thesis.I also thank “Humas 2014”Pandu, Badra, and Devi for our
dynamic togetherness.
At the end I would like to express my appreciation to everyone who has
supported me through the entire process. Nothing can express my gratitude.

Rozalina

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TABLE OF CONTENTS
TITLE PAGE ......................................................................................................... i
APPROVAL PAGES ............................................................................................ ii
STATEMENT OF WORK’S ORIGINALITY.................................................. iv
PERSETUJUAN PUBLIKASI KARYA ILMIAH .................................................v
ABSTRACT .......................................................................................................... vi
ABSTRAK ............................................................................................................. vii
ACKNOWLEDGEMENTS............................................................................... viii
TABLE OF CONTENTS.......................................................................................x
LIST OF APPENDICES .................................................................................... xii
LIST OF TABLES ............................................................................................. xiii
LIST OF FIGURES ........................................................................................... xiv
CHAPTER I: INTRODUCTION .........................................................................1
A. Research Background ...............................................................................1
B. Research Problems ....................................................................................4
C. Research Limitation ..................................................................................4
D. Research Objectives ..................................................................................5
E. Research Benefits ......................................................................................5
F. Definition of Terms ...................................................................................6
CHAPTER II: REVIEW OF RELATED LITERATURE .................................8
A. Theoretical Description .............................................................................8
1. Theory of Stylistics ..........................................................................8
2. Theory of Slogans ............................................................................9
3. Language Style of Advertisement ..................................................10
4. Lexical Features .............................................................................11
5. Syntactic Features ..........................................................................14
B. Related Studies ........................................................................................18
C. Theoretical Framework ...........................................................................19
CHAPTER III: METHODOLOGY ...................................................................21
A. Research Method.....................................................................................21
B. Research Setting ......................................................................................22
C. Instruments and Data Gathering..............................................................22
D. Data Analysis Technique ........................................................................25
E. Research Procedure .................................................................................27
CHAPTER IV: RESEARCH RESULTS AND DISCUSSION ........................29
A. Linguistics Features of iPhone Advertisement Slogans ..........................29
1.The Lexical Features of iPhone Advertisement Slogans ...........................30
a. Hyperbole ..........................................................................................30
b. Neologism .........................................................................................31
c. Weasel Word .............................................................................................31
d. Familiar Language .............................................................................32
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e. Simple Vocabulary ........................................................................33
f. Repetition .......................................................................................34
g. Euphemism....................................................................................35
h. Humor ...........................................................................................35
i. Potency ...........................................................................................36
2.The Syntactic Features of iPhone Advertisement Slogans ....................37
a. Short Sentence ................................................................................38
b. Long Noun Phrase ..........................................................................39
c. Ambiguity.......................................................................................39
d. The Use of Imperative ....................................................................40
e. Simple and Colloquial Language ...................................................41
f. Present Tense .............................................................................................41
g. Syntactic Parallelism ......................................................................42
h. Association .....................................................................................43
i. Incomplete Sentence .......................................................................43
B. What Characterizes the Uses of the Linguistic Features .........................47
CHAPTER V: CONCLUSIONS, IMPLICATIONS AND
RECOMMENDATIONS .....................................................................................54
A. Conclusions .............................................................................................54
B. Implications .............................................................................................56
C. Recommendations ...................................................................................57
REFERENCES .....................................................................................................59
APPENDICES ......................................................................................................61

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LIST OF APPENDICES

APPENDIX A: Data Clarification .........................................................................62
APPENDIX B: Data Analysis Lexical Features ....................................................64
APPENDIX C: Data Analysis Syntactic Features .................................................66

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LIST OF TABLES
Table 3.1 Product categorization............................................................................23
Table 3.2 Lexical Features Usage ..........................................................................23
Table 3.3 Syntactic Features Usage .......................................................................24
Table 4.3 The Frequency of Lexical Features Usage .............................................45
Table 4.4 The Frequency of Syntactic Features Usage ..........................................46

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LIST OF FIGURES
Figure 4.1 The Lexical Features Found in iPhone Ad slogans ..............................37
Figure4.2 The Syntactic Features Found in iPhone Ad slogans ............................44

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CHAPTER I
INTRODUCTION
In this chapter, the researcher discusses the background of the research
which is a general introduction to the language style of advertisements. Hence,
this chapter presents the research background, the problem formulations, the
problem limitation, the research objectives, the research formulations, the research
benefits, and the definition of terms.
A. Background of The Study
Language is used by many people to communicate with others in many
fields, including social, politics, education, entertainments, and advertisements.
By using language, people can give information to each other, in the other words,
people interacteach other physically through conversation. On the contrary, it is
also to interact in another wayby using media communication such as
advertisement, cell phone, or television.
Advertisement is a medium which helps companies to promote their
product. Keegan (2003,p.153) states that advertisement is any sponsored paid
communication placed in mass medium vehicle. It can be assumed that language
plays as the important means of communication in advertisements. An
advertisement has many terms which is one of the terms is slogan. An advertising
slogan or familiar with a jingle which is easy to remember and it seems to stick
customer’s mind for a long period of time.

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Besides, an advertisement is the well-known mass media since many
companies use advertisements for the particular aims. Taylor (1986) argues that
the main purposes of advertisement are to create customer’s awareness and
product differentiation, to create customer’s good will, and to make sales. It can
be said that many companies use advertisement to achieve those purposes for their
profit.
Mass media has an important role in social change. For example,
customers will buy a product if they are interested in the advertisement.
Therefore, an advertisement must be attractive in order to persuade people who
want to buy the advertised product. It is also supported by Goddard (1998), who
states that product manufactures would not invest in advertisements if they did not
work. It means that all companies pay more attention to everything that will be
written in the advertisement, since everything can influence the customers.
Advertisement is close enough to persuasive language where some
dictions in the advertisement could influence the customers. It is supported by
Grey (2008), who conveys that advertisement copywriter often uses persuasive
message which some linguistic feature is needed such as hyperbole, repetition,
familiar language, weasel word, simple vocabulary and syntactic features such as
short sentence, long noun phrases, and use imperative. Hyperbole is the most
common linguistic feature which can make advertisement more alive. From the
customers’ point of view, an advertisement copywriter has to be responsible to the
advertised products because advertisement can influence customers toward the
advertised company. Besides, companies have bigger responsibility to their

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advertisement because customers never judge the advertisement copywriters but
the company itself. The customers will judge or comment more to the companies
which can make good or bad image. Therefore, the importantthing in the
advertisement is diction which can be very crucial thing.
Nowadays, advertisements cannot be separated from the daily life. Based on
Lapsanska (2006), an advertisement has become a part of present daily life.
Advertisement is really near to everybody around the world. Advertisements can
be filled by slogans or more information about one particular thing. Those can be
about fashion, education, social life, technology and others. One of the common
advertisements which can be found in many places is a mobile phone
advertisement. In this research, the researcher has read Tiang and Liang’s (2004)
journal which discuss the consumers’ attitude toward mobile phone advertising.
The result finding shows that the consumers fond of the internet mobile phone
advertising. Thus, the researcher is interested in iPhone advertisement slogans
which are known as well-known mobile phone worldwide and it advertises the
product online, too.
It is relevant to English Language Education Study Program (henceforth
ELESP) students to study the nature of the advertisement language for two
reasons. The first is the wording characteristics in terms of lexical features and
syntactic

features

in

iPhone

advertisement

sloganswhich

ha s

special

characteristics. Each advertisement slogan is creative, unique, and able to attract
customer’s attention.Arens (2006, p.417) claims that an effective slogan should
grab audience attention and present the message. The second, the data in this

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research can be used as a learning material in stylistics. This research focuses on
the lexical features and syntactic features used in iPhone advertisement slogans.
Starting with The Newton MessagePad was an early handheld device
manufactured which is made by Apple in the mid 1990’s. Some of the
MessagePads’ concepts and functions have been incorporated into iPhone. The
first iPhone launched by Apple is iPhone 3G in 2007. At the moment, Apple
develops its company to update its product continuously. Based on
kreditgogo.com article which discussesiPhone sales from the first iPhone 3G to
the newest iPhone 6,states that iPhone sales starting from 3G, 3Gs, 4,4S, 5, 5S,
5C, and 6 has increased continuously. It could happen because its update products
always develop by following the new technology and it could also happen because
of the iPhone marketing advertising.

B. Research Problems
Based on the research background stated previously, the problems are
formulated as follows:
1. Which linguistic featuresare used in iPhone advertisement slogans?
2. What characterizes the uses of linguistic features?

C. Research Limitation
The limitation of this research is to find out the answer of the two research
problems which are stated in the research problems. This study discusses the
lexical and syntactic features which are found iniPhone advertisement slogans and

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figures out the reasons for using both of lexical and syntactic features which is the
researcher limits only the dominant lexical and syntactic features in iPhone
slogans. It means that every slogan is analyzed to know how many lexical and
syntactic features and how slogans are delivered to the customers. The slogans
contain English in the form of a sentence, a phrase, or even a word. This research
focuses on the slogans which are taken from search engine which is google.
Google is used because it eases the researcher to find out the iPhone
advertisement slogans variation.
D. Research Objectives
Based on the research problems above, this research aims to solve those
problems. The research aims are:
1. To identify the linguistic features of iPhone advertisement slogans
2. To find out what characterizes the linguistic features used in the iPhone
advertisementslogans.
E. Research Benefits
The researcher expects that this research will have the following benefits for:
1. ELESP Students
This research is able to enrich the students’ knowledge about advertising
language such as lexical and syntactic features. These consist of hyperbole, weasel
word, neologism, familiar language, simple vocabulary, repetition, euphemism,
humor, association, potency, short sentence, long noun phrase, ambiguity,

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imperative, simple and colloquial, present tense, syntactic parallelism, and
incomplete sentence.
2. English Teachers
This research gives contribution to the language study development. It is
expected to be an outline to teach language especially advertisements. In teaching
learning process, the advertisements can be used as the authentic material in
linguistics course related to stylistics by analyzing the advertisement language.
3. Future Researchers
This research deals with the language use in advertisement where the
advertisement includes lexical and syntactic features in iPhone advertisement
slogans. This research’s result and finding is expected to be used as an additional
reference to conduct similar research. Moreover, other researchers could conduct
further research dealing with morphology and pragmatics in the advertisement.
F. Definition of Terms
To avoid misunderstanding and to have better understanding of this
research, the researcher defines four terms in this research as follows:
1. Advertisement Slogan
Advertisement slogan is a sentence or a phrase that becomes a jargon in
the advertisement. It is used to grab people’s attention. According to
Whittier(1995), a slogan should be a sentence or phrase that shows such merit
about a product or a service that is worthy of continuous repetitive advertising.
Besides, a slogan should be easily to remember by public.

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2. Language Style
According to Verdonk (2002), style in language is a set of conscious or
unconscious choices of expression which is inspired or induced by particular
context. In this research, language is a general term which refers to linguistics,
especially lexical features and syntactic features.
3. Advertisement
Advertisement is a medium to promote a company and its product to the
public, namely advertisement on television, radio, and internet. According to
Gilson

a nd

Berkman

(1986),

advertisement

is

the

persuasive

media

ofcommunication to help companies achieve marketing object. To accomplish this
need, the companies should make best advertisement with the suitable language
style.
4. iPhone
iPhone is one of well-known mobile phones in the world. It succeeded in
attracting consumers involving the use of advertisement. The official website of
iPhone has launched the newest iPhone 6 with the advertisement slogans “iPhone
6 the two and only”.

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CHAPTER II
REVIEW OF RELATED LITERATURE
This chapter presents some important theories which are relevant to this
research. There are two main parts of this chapter, namely the theoretical
description and the theoretical framework. The theoretical description presents the
theoretical review of this research base and the theoretical framework explains the
relation between the theories and the research.
A. Theoretical Description
This section discusses the theories which are used to analyze iPhone
slogans in this research. The researcher uses theories of stylistics, theory of
slogans, language styles of advertisement, lexical features and syntactic features.
In addition, the researcher puts the second theory about advertising theories that
will discuss relevant theories about advertising cases. All of the theories are
reviewed as follows:
1. Theory of Stylistics
Language in advertising is very unique. It has power to attract the target
audience. Advertisement copywriters have many tricks of language in the
advertisement in which they make in order to stimulate sales. The language of
advertisement is usually persuasive speech in order to give the persuasive effect.
Stylistics is the study that is concerned with the style in language. Simpson
(2004, p.3) states that to do stylistics is to explore language, specifically, to
explore creativity in the language used. However, it is not clear enough what
8

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stylethatis used in the language. Thus, according to Verdonk (2002: p.4), stylistics
is a study of style and it can be defined as the analysis of distinctive expression in
language and the description of its purpose and effect. In the other words,
stylistics is on how such an analysis and description should be conducted and how
the relation between them is established in which different scholars of stylistics
disagree but will serve the purposes for the present.
Simpson (2004, p.4) states that working under stylistics is to explore
creativity in language used. This theory shows that doing stylistics enriches the
way of thinking about language and as observed; exploring language offers a
substantial purchase on understanding the texts. Hence, stylistics relates to the
language used which can be analyzed language styles in advertisement.
2. Theory of Slogans
According to Bovee and Arens (1986, p.274), advertisement slogans or
taglines are similar to headlines. An advertisement slogan is a language style
which could help the advertisement copywriters to advertise their products or
services. The purpose of advertisement slogan is to strengthen the customers’
thought about the quality and quantity of the advertised products or even services.
Borchers (2005, p.204) defines advertisement slogan as a short sentence that
represents a product or a person and that is memorable, because it establishes an
emotional connection to the customers; also, a word or a phrase or an expression
that suggests a course of an action. Borchers (2005, p.204) also claims that
advertisement slogans have some functions, for instance, advertisement
copywriters often utilize advertisement slogans to communicate with the

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customers in the media and advertisement slogans become the powerful
persuasive tools because they can quickly express a memorable aspect of the
advertisement copywriter’s message. Meanwhile, the purpose of advertisement
slogan

is

to

create

a

favorable

customers.Moreover,Janiszewski(1990)through

impression
hi s

journal

on

the

states

that

advertisement slogan is more positivelyeffective when it is placed on the right
side rather than left side, because it can influence human mind.
3. Language Style of Advertisement
Boveeand Arens (1986, p.5) state that an advertisement can be defined as
non-personal communication of information usually paid for in nature about
products, services, or ideas. Additionally, the message strategy in the
advertisement is the important thing for a company to communicate with the
customers. As stated by Bovee and Arens (1986, p.255), the message for
customers should be simple, interesting, informative, entertaining, enjoyable, and
helpful.
Cook (2001) categorizes advertisements into several criteria. First,
advertisement is categorized by its medium, namely newspaper, magazine, radio,
television, and internet. Second, advertisement is categorized by service or
product such as product advertisements versus non-product advertisements. Third,
it is categorized by its technique, namely, the soft-sell advertisement which works
through indirectness and implication and hard-sell advertisements which makes a
direct appeal to the perspective buyers. Fourth, advertisement is categorized by its

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costumer that is considered as the most important factor for an advertisement’s
succeess.
An advertisement has its own unique language style. The language style of
advertisement deals with linguistics features. Grey (2008) in his Language in Use
divides the linguistic features into lexical and syntactic features. In this research,
the researcher wants to analyze the language used in advertisement specifically in
lexical and syntactic features. The focus in this research is the choice of words and
grammatical structures in iPhone slogans.
4. Lexical Features
Based on Grey (2008), lexical is a study of all the words in language
which havea meaning and a grammatical function. It presentsan advertisement to
be more unique by using certain words. In this research, the researcher chooses
ninelexical features to be analyzed such as hyperbole, neologism, weasel word,
familiar language, simple vocabulary, repetition, euphemism, humor, and potency.
a. Hyperbole
Hyperbole is a figurative language which is presented in excessive words
or sentences. According to Leech (1972), hyperbole is often concerned with
personal values and sentiment. It is used to vary the personal feelings and opinion.
It is popularly known as an over statement. People use hyperbole in order to
exaggerate something in exaggerating manner. Based on Grey (2008), hyperbole
is often used by adjectives and adverbs, for instance,new, real, fresh, right, and
improved.

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b. Neologism
Grey (2008) states that a neologism as a new word or an expression which
is created by joining two words or more to create entirely new word. It means that
it may have a novelty impact to the customer, e.g., Volvocracyis a neologism for
people who works in the government and deals with democracy or it could be for
someone who drives Volvos.
c. Weasel Word
Based on Grey (2008) weasel word suggests a meaning without actually
being specific. There are some words that are used as weasel words. Those are
help, like, virtually, enriched, worth, fresh, and scientific. The example is “totally
different”. It makes the audience raise a question ‘different from what?’ but there
is no exact explanation of it.
d. Familiar Language
According to Grey (2008), familiar language is the use of second person
pronouns to address the audience and it could give a friendly attitude. It means
that the pronoun you is often used in the advertisement to show that the customer
feels is involved in the advertisement. For example, Ford’s slogan is Let a New
Ford take you where no road can. The use of pronoun you gives friendly attitude
to Ford’s customers.
e. Simple Vocabulary
Grey (2008) explains that the language of advertisements must enable the
audience to always remember the words. In other words, it can be said that an

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advertisement must be brief, simple, and clear. In addition, the simplicity must be
attractive, too. There is a slogan from iTunes “hear where your music takes you’.
By reading this slogan, the customers can easily understand what iTunes is
because people know music and where music takes you people can assume that
iTunesis a kind of music application.
f. Repetition
Grey (2008) states repetition is often used to make the brand’s name and
the slogan more interesting. It mostly appears in the written part. Repetition
consists of three types; alliteration, rhyme, and rhythm. Alliteration is the
repetition in the initial consonant sound of a word to produce musical effect and
rhythmical, e.g., finger of fudge the best four by four by far. That example uses
repetition of /f/ sound to make it more interesting. Rhyme is a pattern of identity
of sound between words which extends from the end to the last fully accented
vowel. The example of a rhyme is mean machine. Rhythm is a regular pattern
which produced by varying the stressed and unstressed syllables of the words,
namely drinkapintamilka day.
g. Euphemism
Based on Grey theory (2008), euphemism is a type of figurative language
that carries connotative meaning. For example, to say that someone is smelly
person, people use the euphemism body odor. Body odor sounds more polite or
even better rather than the other words because it can avoid saying unpleasant
word.

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h. Humor
Grey (2008) defines that humor is a quality in something which makes it funny.
Humor can be verbal or visual but the aims of humor is to show the product
positively. In other word, it is useful to entertain or attract the audience, e.g.,
wonderfuel. It is a fuel advertisement which actually formed from the word
wonderful and it is used as humor becomes wonderfuel.It sounds the product more
interesting because of the use of humor. Humor can raise people attention to the
advertised product because most people love humor rather than something that
very serious.
i. Potency
According to Grey (2008), potential word are those word which are able to
give new value, novelty or immediately. Potential words can influence the
audience. Grey (2008) also identifies the words free, how to, suddenly, now,
improvement, bigger, amazing, remarkable, miracle, offer, and magic as the
potential words.
5. Syntactic Features
Grey (2008) identifies that syntactic features of advertisement based on the
emergence of similar grammatical structure in form of phrase. In other words, it
can be said that syntactic features deal with the categories of words having the
same grammatical. Based on Grey’s (2008) theory, the simplicity of advertising
words can be seen from the syntactic features of slogans.

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a. Short Sentence
Grey (2008) describes a short sentence has a purpose to capture the
audience’s attention. A short sentence gives a clearness impact to the audience.
For example, when the audience hear the utterances or even read slogan in
advertisement, it can be understood easily. There is an advertisement slogan of
insurance company Arrange your insurance with NFU. That tagline uses short
sentence but it has clear and complete information for the customers to know.
b. Long Noun Phrase
Grey (2008) states that a long noun phrase explains that advertisement in
three or more words or more independent phrases to impress the customers, for
instance, First automatic chronograph with a 72-hour power-reserve and
patented compression push-buttons.From that description, the audience could
notice the specialty of the product. Long noun phrases could make the customers
know the qualities of particular product if it is compared to another similar types
of product.
c. Ambiguity
Since this research deals with slogans, there will be a phrase or a sentence
which has more than one cognitive meaning. It is called as an ambiguous phrase
or sentence. According to Leech (1972), who differentiates between lexical
ambiguity and grammatical ambiguity, lexical ambiguity consists of lexical
homonymy and lexical polysemy. The example of lexical homonymy is the word
mole. It has three meaning which are a small mammal nearly blind, a small dark
spot or lump on a person’s skin and a person who works for an organization. Next,

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the example of lexical polysemy is in the sentence Lady prefer blondes. Here, the
word prefer has meaning like better or promote. Besides, grammatical ambiguity
consists of grammatical homonymy and grammatical polysemy. The example of
grammatical homonymy is in the sentence I like moving gates. It shows
ambiguous whether moving gates are some gates that move or causing gates to
move. The last is grammatical polysemy. The example is in the sentence she eats
bread. The use of present tense in that sentence makes the audience doubtful
whether it is happening now or a habitually repeated activity.
d. Use of Imperative
According to Grey (2008), an imperative is used to make an order. The
purpose of imperative is to make the customers act or do something such as buy or
use the advertised product. The example is the phrase grab it now. It shows not
literally to grab the advertisement product, however the advertisement suggests
the audience to buy the advertised product.
e. Simple and Colloquial Language
Grey (2008) claims that colloquial expressions do not bear the meaning
they normally have. This kind of language is only used in formal expressions,
namely, it ain’t half good. The usage ain’t looks very informal and the word
ain’tindicates the presence of simple and colloquial language.
f. Present Tense
Based on Grey (2008) explanation,a present tense implies a universal
timelessness. It is because a present tense gives the condition as if in the audience
can see and hear the advertisement. The example is by watching advertisement

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Rossini, Time always follows me. That slogan shows the customers see and hear
that the sentence can be felt like in the real time.
g. Syntactic Parallelism
Leech (1972)states that syntactic parallelism is a repetition of formal
patterns of two or more similar ideas in similar structure forms, e.g., stay dry, stay
happy which is the word happy is repeated to make the sentence more interesting
because of the similar pattern.
h. Association
Grey (2008) describes that advertisements should associate the positive
side of the advertised product with something else. It is often indicated by the
wordslike and as, e, g., fresh as a mountain stream. Although, fresh and mountain
stream are the different things but the freshness is associated with a mountain
stream.
i. Incomplete Sentence
Grey (2008) defines incomplete sentence is one of the linguistic features of
advertisement. The purpose of using incomplete sentence is makingthe customers
to catch the main point of the advertisement. e.g., Nivea skin care advertisement
slogan has “For visibly smooth and touch ably soft skin”, is more interesting in an
advertisement instead of “if you want your skin visibly smooth and touch ably soft,
buy Nivea skincare”. Mostly, incomplete sentence can be found in written
advertisement rather than in visual advertisement.

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B. Related Studies
The researcher employs the related studies from English Letters students.
The first related study comes from CyrillaSetiastuti’s thesis A stylistics Study on
McDonald’s Slogan During 1960s-2008. Cyrilla’s thesis shows that the most
important thing to make a good slogan is the choices of the words. The data in this
thesis focuses on language applied on McDonald’s slogans. The purpose of this
thesis is to analyze the language style of McDonald slogans. There are the