51
the audience would not pay attention carefully so the advertisers preferred to use incomplete sentence in ordered to make audience got the main point.
g. Syntactic Features of Marlboro Lights Variant
Syntactic Features
Marlboro Lights Short Sentence
Present Tense Incomplete Sentence
The researcher only found three syntactic features in Marlboro Lights. They were short sentence, present tense, and incomplete sentence. The slogan is
the spirit of Marlboro in a low tar cigarette. The aim of the use short sentence and present tense was to grasp people’s attention by reading or listening the slogan
because it was clear and brief. The use of incomplete sentence was to deliver the message of the slogan of Marlboro Lights. If the slogan use complete sentence
should be, “If you smoke Marlboro Lights, you will taste the spirit of Marlboro in a low tar cigarette.”
h. Syntactic Features of Marlboro Earth Variant
Syntactic Features
Marlboro Earth Short Sentence
Present Tense Incomplete Sentence
Marlboro Earth slogan used many lexical features but there were only three syntactic features used in Marlboro Earth. As previous slogan, Marlboro
Earth only used short sentence and present tense. Mother Earth needs you is the slogan of Marlboro Earth. The use short sentence was easy to deliver the message
of the advertisement to the people. Grey 2008 states that a present tense implies PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
52
a universal timelessness. It also happened in Marlboro Earth slogan so that slogan could be use whenever published. Then, the complete sentence of Marlboro earth
slogan should be, “Mother Earth needs you so you have to smoke Marlboro Earth to keep the earth.”
i. Syntactic Features of Marlboro Skyline
Variant Syntactic Features
Marlboro Skyline Sort
Sentence Present
Tense Syntactic
Parallelism Ellipsis
Incomplete Sentence
The slogan of Marlboro Skyline is cool menthol, cool finish. Short sentence and present tense were found in this slogan. Then, the researcher also
found syntactic parallelism in Marlboro Skyline. Leech 1972 says that parallelism is a repetition of formal patterns of two or more similar ideas in
similar structural forms. The word cool was syntactic parallelism feature. The word cool made the phrase of slogan more interesting. Marlboro Skyline also used
ellipsis, Cool menthol, cool finish. The grammatical rules should be You will get cool menthol sensation until you finish the last puff. Last, incomplete sentence
feature appeared in this slogan.
j. Syntactic Features of Marlboro Blend No. 54
Variant Syntactic Features
Marlboro Blend No. 54
Short Sentence
Present Tense
Syntactic Parallelism
Ellipsis Incomplete
Sentence PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
