INTRODUCTION A study of the figure of speech in cigarette advertisement slogans on the internet

of advertisement, the researcher tries to scrutinize the slogan of cigarette advertisement because it is an interesting advertisement compared to others . Since Indonesian government do not allow the scriptwriter involve both the form of cigarette and the activity of smokes the cigarette in the advertisement, it presents some illustrations which are not related to smoking cigarette activity . Sometimes, it shows another activity such as the bravery of the men who act as the talent on the advertisement itself instead of the smoking cigarette activity to show the brand of cigarette which is being advertised . The language use on cigarette advertisement slogans must have the impact more than what have been said in the slogans . Hence, it needs certain theory and method to get the meaning of the cigarette advertisement slogans . People nowadays are getting spoiled by the invention of sophisticated technology such as internet . Regarding to the media of advertisement in this globalization era, people are able to find various types of advertisements in internet . Nowadays, people are easier to find anything include the ads itself by using internet . Just by clicking, people easily get all they need in internet . Hence, the researcher chooses the internet as the source to find the slogan of cigarette advertisement as the primary data of this research . The use of figure of speech in cigarette slogans might present a connotative meaning . It does not give the direct meaning as it is cited in Fogelin 1988 that the point of figure of speech is on the use of words and expressions which employed indirect meaning and convey connotative meaning beyond that of lexical sense . As it been explained previously that the language use in advertisement is different from the daily life, it is in line with the use of figure of speech in slogan of advertisements . Hence, the researcher tries to scrutinize the language of slogan in cigarette advertisement in internet which utilizes English as the slogan . People usually consider the slogan text in advertisement as common text . People tend to grasp the meaning toward the slogan in advertisement literally instead of figuratively . Meanwhile, the cigarette advertisements in local television of Indonesia do not show the form of cigarette and smoking cigarette activity . It does not involve any “cigarette or tobacco” word as well . It needs such a deeper knowledge of meaning . Therefore, in order to get good interpretation toward the meaning of advertisement slogan, people need to know the types of meaning . They are denotative and connotative and also non-literal and intended meaning . Thus, the researcher decides to analyze cigarette advertisement slogan on the use of figure of speech in advertisement slogan through semantic theory . There is an example of cigarette advertisement slogan cool, calm, confident by S . T . DUPONT Paris . It shows that the slogan applies an alliteration which means “the repetition of the initial consonant in two or more words” wales, 14, 2001 . The slogan repeats the consonant “c” three times as the example of alliteration . It might mean that the costumer who smoke S . T . DUPONT PARIS will feel as a cool, calm and confident person . The use of adjective can describe the quality or character of something which is animate or inanimate thing . Hence, the researcher is interested to scrutinize cigarette advertisement slogan text in internet because the slogan of the advertisement and the video of the advertisement do not show any smoking activity . The use of the lexical choices will influence how people interpret the slogan’s meaning and how they get desirable emotion to consume the cigarette . B . Problem Formulations From the explanation above, the problem formulation of this research can be described in two research questions as follow: 1. What types of figure of speech are used in cigarette advertisement slogan on the internet? 2. What are the purposes on the use of figure of speech in cigarette advertisement slogans on the internet? C . Research Objectives The objectives of this research are mainly answering the question of those problem formulations above . Regarding to the problem formulation, there are two objectives of this research . The first one is to find out the figures of speech which are used in cigarette advertisement in internet . As we know that the use of language in advertising is distinctive from daily life . Hence, it has different meaning when it uses type of figure of speech . Figure of speeches are usually used in literary texts . In fact, it can be used in non-literary text such as slogan of advertisement . The second one is about the purpose and meaning on the cigarette advertisement which can be grasped by implementing figure of speech in its slogan . Probably people will guess the content of the cigarette advertisement’s slogan PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI because it does not show any smoking activity in the video advertisement itself . It uses some illustration and special dictions to construct the appearance of advertisement . Thus, the second objective of this research is to find out the meaning of those cigarette advertisement slogans which applied figure of speech . Those two elucidation will be delivered in chapter four along with some support explanation toward the problems . D . Research Benefits Advertisement and its slogan are very interesting to be analyzed . It is not only the cigarette one but the other products do have their unique slogan to be analyzed . Actually there have been many researches dealing with advertisements but they focused on different aspect of advertisement . Here, the researcher scrutinizes different part of advertisements and uses different approach in analyzing the cigarette advertisement slogan . This research gives some benefits towards the readers both theoretically and practically, especially for somebody who is interested in advertisement and research of meaning . Probably, this research will give some idea toward the readers who want to take a research in advertising . Theoretically, this research gives some information of meaning toward cigarette advertisement slogan . This research shows how to understand the meaning of figure of speech in cigarette advertisement by analyzing those slogans through semantics theory . Probably, this research will provide another point of view in conducting a research related to advertisement through different approach such as semiotics . Besides theoretical benefits, it also provides some practical PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI benefits . Practically, this research can be an example of analyzing advertisement whether it becomes a good or bad example through the utilizing of semantic theory . It also can be a reference for further researchers who want to analyze language advertisement in the future . 10

CHAPTER II LITERATURE REVIEW

This chapter provides some theories used as a source of knowledge in answering all the research formulations in the first chapter . There are three main parts in this chapter . They are literature review, review of related studies and theoretical framework . Literature review explains some theories from the experts which relate to the research question . Review of related studies discusses some similar studies on advertisements from some other researchers . Theoretical framework describes the use of some theories in literature review in solving the research question . A . Theortical Review This section provides some detail information of related theories such as figure of speech, description of meaning and advertisement which are used to answerall the research questions in this research . 1 . Figure of speech When people talk about figure of speech, what comes on their mind must be the things which are dealt with literary works such as poetry, prose, poem, and so on . In fact, it is not only literary works which use figure of speech but also another things that use figure of speech to describe their goals such as advertisements . Figure of speech can be called as figurative language rhetorical figure . Language advertisement needs PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI figure of speech when it deals with slogan which shows the objective of the advertisement . Figure of speech compares two different things . It describes something new through something which is already familiar Madden, 2002 . For instance “He is as quite as a church mouse” . It means that the person is a type of really stolid person . Some scholars present their their definition of figure of speech . Perrine 1992 reveals that figure of speech defines as a way of saying something other than ordinary way . Fogelin in Danziger and Kronrod 2013 argues that figurative language uses words and expression which which employ the connotative meaning . While Heller 2011 defines figurative language and speech refers to the alterations of words that exaggerate the usual meaning and provide the connotative expressions . The researcher conclude that figure of speech is such an expression that deliver different meaning of words. It can be the comparison between one thing with another which has such a familiar connotative meaning to the reader or listener . Hence it deals with the connotative meaning that is implied apart from explicit one instead of lexical meaning. Approximately, there are more or less than 200 types of figure of speech given by some experts . Even though there are plenty types of figure of speech, there will be some explanation on types of figure of speech which are often found in literary works or non-literary works such slogans of advertisements . a . Types of figure of speech As it has been mentioned above that there are plenty types of figure of speech . The researcher explains some types of them . Alliteration and rhyme are the most favorite figure of speech use in literary and non-literary work . For instance in cigarette advertisements slogan on the internet . Actually there are various kinds of figure of speech, but the researcher only mentions some of them which are related to the use of figure of speech in cigarette advertisement slogans . The following list will describe some types of figure of speech which are often found and used in literary works or non-literary works .

1. Alliteration

In Old English, it is known as alliterative meter Harpham and Abrams: 2009 . Meter means “the pattern of stressed and unstressed syllable in a line” Madden: 71: 2002 . It is the repetition of initial consonant of words in a sentence Harpham and Abrams: 2009 . The repetition of the initial words can be more than two words . For instance, in tongue twister “Peter Piper picked a peck of pickled pepper” . Besides that, the use of alliteration as the foregrounding sounds to emphasize and aid memorability Wales, 2001 . It is appropriate with the function of slogan in advertisement . Those, the copy researcher applies alliteration in PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI advertisement to get the memorable slogan . The examples of alliteration are: 1 I caught this morning morning’s minion, kingdom of daylight’s dauphin, dapple-dawn-drawn Falcon The Windhover taken from Wales: 2001 . 2 When to the session of sweet silent thought I summon up remembrance of things past, I sigh the lack of many a thing I sought And with old woes new wail my dear time’s waste Shakespeare taken from Harpham and Abrams: 2009: 10 .

2. Anaphora

According to Harphams and Abrams 2009:313 anaphora is the repetition of words or phrase at the beginning of a sequence sentences paragraphs, lines of verse or stanzas . The point of the repetition is the words or phrases not the initial word like alliteration . It is in line with Baldick 1996, he argues that anaphora is the same word or phrase which are repeated usually in the beginning of successive lines, clauses or sentences . The examples of anaphora are: 3 The rain fell heavily on the roof, and pattered on the ground The rain fell, heavily, drearily . It was a night of tears Dickens: Little Dorrit, ch 17 4 We said we could get more money into school ... we have, .. We said we’d sign the Social Chapter: we did ... Tony Blair, Labour Party Conference, 1 October 1997 Taken from Wales: 19 .

3. Antithesis

It gives a contrast description of ideas . Baldick 1996 reveals that antithesis is a type of figure of speech which shows the disposition of words to state the contrast or opposition ideas by the balancing of parallel grammatical construction . Wales 2001 has the same idea, she argues that antithesis provides some contrasting lexical items to show the effective contrast ideas in a formal structure of parallelism . The examples of antithesis are: 5 For contemplation he and valour formed For softness she and sweet attractive grace He for God only . she for God in him Milton’s Paradise Lost, the characteristics of Adam and Eve Taken from Baldick:1996:12 6 It was the best of times, it was the worst of times It was the age of wisdom, it was the age of foolishness ... A Tale of Two Cities . Taken from Wales: 24: 2001 .

4. Assonance

It is another type of repetition in figure of speech . It is just the same as alliteration and anaphora but actually they have different point of repetition . According to Wales 2001, assonance is the repetition of vowel sound which has the same stressed but with a different final