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CHAPTER IV RESEARCH FINDINGS AND DISCUSSION
This chapter consists of two parts, they are findings and discussion. There are two sections in this chapter. The first section discusses the linguistic features
of Marlboro cigarette slogans. The second section explains the persuasion techniques of Marlboro cigarette slogans.
A. The Linguistic Features of Marlboro Cigarette Advertisement Slogans
According to Grey 2008, there are two major features of the advertisement language style. They are lexical features and syntactic features.
Marlboro cigarette advertisement slogans had some parts of those elements in the language. They used linguistic features to influence consumers to buy the
products.
1. The Lexical Features of Marlboro Cigarette Advertisement Slogans
The lexical features of Marlboro cigarette advertisement slogans deal with the diction used in the advertisements. In this research, the words were contained
in the slogans of Marlboro cigarette advertisements. The writer only chose ten Marlboro cigarette advertisement slogans from different variants. Those ten
slogans were the most representative among other slogans of Marlboro cigarette advertisement. The words can represent what the company wants to persuade
consumers. The diction can reinforce people to believe the words in slogans through advertised products. The result of the data analysis dealing with the
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lexical features of Marlboro cigarette advertisement slogans can be seen in The Table 4.1
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Table 4.1. The Lexical Features of Marlboro Cigarette Advertisement Slogans
Variant Hyperbole
Neologism Weasel
Word Familiar
Language Simple
Vocabulary Repetitio
n Euphemism
Humor Glamorization
Potency
Marlboro 1924
Marlboro 1950
Marlboro 1977
Marlboro Gold
Pack 100’s
Marlboro Blue Ice
Marlboro Black
Marlboro Lights
Marlboro Earth
Marlboro Skyline
Marlboro
Blend No. 54
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a. Lexical Features of Marlboro 1924 Variant
Lexical Features
Marlboro 1924
Weasel Word Simple Vocabulary
Repetition Potency
Marlboro 1924 was the first product of Marlboro cigarette. The slogan of Marlboro 1924 is Mild as May. The image of the slogan was a woman. There
were four lexical features in Marlboro 1924. First, Marlboro 1924 used weasel word. According to Grey 2008, a weasel word suggests a meaning without being
specific. By using of weasel word in the advertisement, people will miss some information and ask some questions based on the advertisement. Marlboro 1924
used weasel word because from the slogan people would ask “What kind of mild sensation which I will taste.” then they buy the product. Second, Marlboro 1924
used simple vocabulary. The slogan Mild as May was simple, clear, and brief so people were easy to remember. The next feature was repetition. The slogan used
rhyme type because a pattern of identity of the sound between words extending from the end to the last fully accented vowel. The last lexical feature in Marlboro
1924 was potency. Mild as May used potency because people could see that the slogan offered mild cigarette product which gives a new sensation taste to
consumers.
b. Lexical Features of Marlboro 1950 Variant
Lexical Features
Marlboro 1950 Weasel Word
Simple Vocabulary Potency
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Marlboro 1950 released on the similar year with the slogan the filter cigarette with the unfiltered taste. This cigarette variant used three lexical
features. The first feature was weasel word. After reading the slogan, people could raise a question, “How the taste of filter cigarette with the unfiltered taste.” Then,
people would be curious to the product. They would buy the product to know the taste which made them curious. Beside, Marlboro 1950 also used simple
vocabulary. The slogan was easy to remember because clear and simple. People did not find any difficulties to understand the slogan. Last, Marlboro 1950 used
potency feature. The filter cigarette with the unfiltered taste showed that the product of Marlboro 1950 gave new taste of cigarette to consumers.
c. Lexical Features of Marlboro 1977 Variant
Lexical Features
Marlboro 1977 Simple Vocabulary
Potency
There were only vocabulary and potency features appearing in Marlboro 1977. The slogan, come to where the flavor is, come to Marlboro country meant
that people should come to Marlboro country to taste Marlboro flavor. It used simple vocabulary in order to make people understand easily. The potential word
which used by advertiser in Marlboro 1977 was come. The advertiser tried to invite people to taste Marlboro 1977 so that consumers tasted the real taste of
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