14 Advertisement is essential and crucial form of communication Nicholl, 1973.
Advertisement is used not only to advertise something but also to communicate and deliver new information to the public. Advertisement itself is a marketing
appliance that helps sell and advertise brands of such products and help to build confidence in companies and institutions by conveying accurate and compelling
information to consumers about the brand Weilbacher, 1984, p. 8. Mostly, people in this world use advertisement to show their products to the public and
they generally make such slogan or tagline to grab people’s attention to buy their products. People construct slogans or taglines in their advertisement to make the
advertisement more interesting so that people have more desire to see or buy the product.
b. The Function of Advertisement
The main function of advertisement is not only to show the public about what the seller or company has. Beside its advantage to help the seller or company
to promote their products, advertisement has many other functions. The basic function of advertisement is to identify products and differentiate them from the
others Bovee Arens, 1982, p. 8. Countries and states in this world have different slogans. They construct their own slogan in a different way from the
other because they wanted to show their uniqueness. Besides, Bovee Arens 1982 also state that the advertisement functions to communicate information p.
8. In countries’ and states’ slogan, generally, the identity of the country itself is
conveyed. The advertisement of country and state slogan is used by the country and state to communicate with the foreigners and to show them what they can find
15 in the country implicitly. Another function of advertisement is to induce or
persuade consumers to buy new product. Hence, the advertisement of countries’
and states’ slogan intended to persuade the public or foreigner to come to the countries.
Besides those functions, Bovee Arens 1982 propose the functions of advertisement in several aspects.
1 Marketing function
As marketing function, advertising itself includes presenting the message or communication, mostly through the mass media, to a large group of
people known as the target audience. 2
Communication function In the aspect of communication, advertisement had its own beginnings in
society a long time ago. 3
Education function From its education function, people could learn about the products that are
available for them and they can also learn how to make their lives better. 4
Economic function Advertisement makes people aware of products, services, or ideas, and
advertisement promotes sales and commerce as well. 5
Social function In social function, advertising is one of the major forces that have helped
the society to improve the standard of living in this country and around the world.
16 Although the data which are going to be discussed in this research are in a
form of a list of countries’ and states’ slogans, it does not mean that they have no
relation with advertisement. Still, countries and states in this world need advertisement to publicize their tourism so that people in this world would know
about the existence of the countries and states. Without advertisement, people would not know about the things that available or the newest information in this
world Nicholl, 1973. Therefore, if there are no such advertisements that could broadcast the existence of a country or state, there will be no one who knows
about the country.
c. Language in Advertisement
