50
The slogan of Marlboro Blue Ice is open the new world of fresh taste. Besides the use of short sentence and present tense, Marlboro Blue Ice slogan also
used use of imperative. The word open was imperative. Advertiser wanted consumers to open the new world by consuming fresh taste of Marlboro Blue Ice.
The other syntactic feature used to make the slogan interesting in Marlboro Blue Ice was incomplete sentence. The advertisers wanted to show the main point of
the slogan to audiences so they omitted some words. The slogan could be arranged in complete sentence as, “You are able to open the new world by
smoking Marlboro Blue Ice which is produced with fresh taste.”
f. Syntactic Features of Marlboro Black
Variant Syntactic Features
Marlboro Black Short Sentence
Use of Imperative
Present Tense Incomplete
Sentence
Marlboro Black slogan used five syntactic features. As other slogans, Marlboro Black use short sentence and present tense. The advertiser also used use
of imperative in Marlboro Black, Be bold, get black. The word be bold was imperative. People were invited to be bold by consuming Marlboro Black. Ellipsis
feature appeared in Marlboro Black. Ellipsis is used to create informality language by omitting some parts of the structure without influencing the meaning of the
language. If the slogan did not use ellipsis feature, it should be, If you want to be bold, you have to get Marlboro black in the market. The last was the use
incomplete sentence in Marlboro Black. If the advertisers used complete sentence, PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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
