The linguistic features and persuasion techniques in Marlboro cigarette advertisement slogans

THE LINGUISTIC FEATURES AND PERSUASION

TECHNIQUES IN MARLBORO CIGARETTE

ADVERTISEMENT SLOGANS

A SARJANA PENDIDIKANTHESIS

Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana PendidikanDegree

in English Language Education

By

Astriyani Sulistyowati Student Number: 111214161

ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION

SANATA DHARMA UNIVERSITY YOGYAKARTA

i

THE LINGUISTIC FEATURES AND PERSUASION

TECHNIQUES IN MARLBORO CIGARETTE

ADVERTISEMENT SLOGANS

A SARJANA PENDIDIKANTHESIS

Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana PendidikanDegree

in English Language Education

By

Astriyani Sulistyowati Student Number: 111214161

ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION

SANATA DHARMA UNIVERSITY YOGYAKARTA

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DEDICATION PAGE

Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful.

(Herman Cain)

If there is no struggle, there is no progress. (Frederick Douglass)

We all make mistakes, have struggles, and even regret things in our past. But you’re not your mistakes, you’re not your struggles, and you are here right now

with the power to shape your day and your future. (Steve Maraboli)

I dedicate this thesis to:

1. The one and only, Allah SWT.

2. My beloved parents for praying, loving and supporting me.

vii ABSTRACT

Sulistyowati, Astriyani. (2017). The Linguistic Features and Persuassion Techniques in Marlboro Cigarette Advertiment Slogans. Yogyakarta: Sanata Dharma University.

In order to convince the audiences, the advertiser uses linguistic features and persuassion techniques in the slogans to persuade people to buy the products. One of the products which use linguistic features and persuasion techniques is Marlboro cigarette. Although people know that cigarette consists of toxics and some dangerrouse substances which can cause some diseases, but the selling of cigarette is increased. This phenomenon interested the writer to analyze the language style and persuassion techniques in Marlboro cigarette advertisement slogans.

Thus, this study aims to solve two problems related to language style of Marlboro cigarette advertisement slogans. They were (1) What are the linguistic features used in Marlboro cigarette advertisement slogans published in the United States? (2) What kinds of persuasion techniques does Marlboro cigarette use in the slogans to influence the customers to buy the products?

The research method of this study was content analysis.The researcher analyzed ten slogan images from dirfferent variants of Marlboro cigarette which representatived among other slogans of Marlboro cigarette advertisement. The researcher analyzed the linguistic features which appear in Marlboro cigarette advertisement slogans. The researcher used Grey’s (2008) theory to answer the first question. Then, the researcher also analyzed the persuasion techniques. The researcher used Kleppner’s (1986) theory in order to answer the second question.

The result of this study showed 16 out of 20 linguistic features appeared in Marlboro cigarette advertisement slogans. The slogans were only had 31% of the whole of lexical features and 43% of the whole syntactic features. However, the advertiser used simple vocabulary to make the advertisement attractive and easy to remember by audiences. Besides, most of the slogans used two persuasion techniques for each slogan. Almost all of the slogans used pioneering stage and competitive stage as persuasion techniques to influence people to buy the products. This study could be an example in learning and teaching English language. Then, this study also could be a reference to advertisers in making creative and attractive advertisement.

Keyword: advertisement, language style, linguistic features, persuassion techniques, slogan.

viii ABSTRAK

Sulistyowati, Astriyani. (2017). The Linguistic Features and Persuassion Techniques in Marlboro Cigarette Advertiment Slogans. Yogyakarta: Universitas Sanata Dharma.

Untuk meyakinkan orang, pengiklan menggunakan aspek linguistik dan teknik persuasi di dalam slogan untuk membujuk orang agar membeli rokok. Salah satu produk yang menggunakan unsur linguistik dan tehnik persuasi adalah rokok Marlboro. Meskipun banyak orang tahu bahwa rokok mengandung racun-racun dan beberapa zat berbahaya yang dapat menyebabkan beberapa penyakit, namun penjualannya meningkat. Fenomena ini menarik peneliti untuk menganalisa gaya bahasa dan teknik persuasi dalam slogan rokok Marlboro.

Penelitian ini bertujuan untuk memecahkan dua masalah terkait gaya bahasa dalam slogan rokok Marlboro, yaitu (1) Apa saja aspek linguistik yang terdapat dalam slogan rokok Marlboro yang dikeluarkan di Amerika Serikat? (2) Apa saja teknik persuasi yang digunakan slogan rokok Marlboro untuk mempengaruhi orang untuk membeli produknya?

Penelitian ini menggunakan metode penelitian analisis isi. Peneliti mengambil data dengan menganalisa sepuluh gambar slogan dari beberapa macam rokok Marlboro yang berbeda yang mana sepuluh slogan tersebut mewakilkan beberapa macam slogan-slogan rokok Marlboro. Peneliti akan menganalisis aspek-aspek linguistik yang muncul dalam slogan rokok Marlboro. Peneliti menggunakan teori dari Grey (2008) untuk menjawat pertanyaan pertama. Kemudian peneliti juga menganalisis teknik pesuasi. Peneliti menggunakan teori milik Klepneer (1986) untuk menjawab pertanyaan kedua.

Hasil dari penelitian ini menunjukkan terdapat hanya sedikit aspek linguistik di dalam slogan rokok Marlboro, yaitu hanya 31% dari seluruh aspek berhubungan dengan bahasa dan 43% dari seluruh aspek yang berhubungan dengan sitaksis. Bagaimanapun pengiklan menggunakan kosa kata sederhana untuk membuat iklan menjadi menarik dan mudah diingat oleh pendengar/pembaca. Selain itu, sebagian besar slogan menggunakan dua teknik untuk setiap slogan. Hampir semua slogan menggunakan teknik persuasi perintisan dan persaingan untuk mempengaruhi orang untuk membeli produk mereka. Penelitian ini dapat menjadi salah satu contoh dalam proses belajar mengajar Bahasa Inggris. Kemudian, penelitian ini juga dapat menjadi salah satu referensi untuk para pengiklan dalam membuat iklan yang kreative dan menarik. Kata kunci: iklan, gaya bahasa, aspek linguistik, teknik persuasi, slogan.

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ACKNOWLEDGEMENTS

First of all, I would like to thank Allah SWT for everything so that I can finish my thesis and get my Sarjana Pendidikan degree. Besides, I thank Prophet Muhammad SAWwho has inspired me to be good person.

My special thankfulness goes to my beloved parents, Muh Robani and Watiwho always love, care, prayer and support me. They really mean to me.

My deepest gratitude goes to my advisor Carla Sih Prabandari, S.Pd., M.Hum. for spending her valuable time to criticize my writing and have discussion about my writing so that I can make better thesis writing. Besides, I thank my previous advisor, Made Frida Yulia, S.Pd., M.Pd.for being patient in guiding me. I thank her for her advice, guidance, support, and time at the beginning of thesis to final paper writing process.

I would like to send my gratitude to Yohana Veniranda, S.Pd., M.Hum., M.A., Ph.D.for being a great chairperson and helping me in solving my problem so that I can finish my study.

My gratitude is also adressed to all English Language Education Study Program lecturers who inspire me during my study process in the English Language Education study program of Sanata Dharma University. I also thank all of the stafffor helping me during the years of my study.

I would like to thank all my best friends, namely Sisca Meilin, Lia, Maya, Oxky, Steve and Erhard for craziness and togetherness. Spending time with those people give me lots of experiences and lessons in my life.

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I also thank my boyfriend, who gives me support and encouragement so that I can finish my thesis. I also thank him for being patient and awesome person in my life.

Then, my thankfulness goes to Burjo family for helping and supporting me. They are amazing best friends and I hope our concord friendship stay forever.

Thanks to all my friends from PBI batch 2011, especially class C for precious experinces and moments.

Last but not least, I also thank all who help and support me which I cannot mention their name here.

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TABLE OF CONTENTS

Page

TITLE PAGE ... i

APPROVAL PAGES ... ii

DEDICATION PAGE... iv

STATEMENT OF WORK’S ORIGINALITY ... v

PERNYATAAN PERSETUJUAN PUBLIKASI... vi

ABSTRACT... vii

ABSTRAK... viii

ACKNOWLEDGEMENTS ... ix

TABLE OF CONTENTS... xi

LIST OF APPENDIX ... xiii

CHAPTER I. INTRODUCTION A. Research Background ... 1

B. Research Problem ... 5

C. Problem Limitation ... 5

D. Research Objective ... 6

E. Research Benefit ... 6

F. Definition of Term ... 8

CHAPTER II.REVIEW OF RELATED LITERATURE A. Theoretical Description... 12

1. Linguistic Features in Advertisement ... 12

a. Lexical Features ... 12

b. Syntactic Features ... 15

2. Advertising ... 18

a. Definition of Advertisement ... 18

b. The Functions of Advertisement ... 19

xi

Page

3. Persuasion Technique in Advertisement ... 20

B. Theoretical Framework ... 22

CHAPTER III. METHODOLOGY A. Research Method... 26

B. Research Setting ... 27

C. Research Subject ... 27

D. Research Instruments and Data Gathering Techniques ... 28

E. Data Analysis Techniques ... 30

F. Reseach Procedure ... 32

CHAPTER IV. RESEARCH FINDINGS AND DISCUSSIONS A. The Linguistic Features of Marlboro Cigarette Advertisement Slogans... 34

1. The Lexical Features of Marlboro Cigarette Advertisement Slogans... 34

2. The Syntactic Features of Marlboro Cigarette Advertisement Slogans... 44

B. The Persuasion Techniques of Marlboro Cigarette Advertisement Slogans... 53

CHAPTER IV. CONCLUSIONS, IMPLICATIONS, AND RECOMMENDATIONS A. Conclusions ... 57

B. Implications... 59

C. Recommendations ... 61

REFERENCES... 63

xii

LIST OF TABLES

Tables

4.1.The Lexical Features of Marlboro Cigarette

Advertisement Slogans... 36 4.2.The Syntactic Features in Marlboro Cigarette

Advertisement Slogans... 45 4.3.The Persuasion Techniques in Marlboro Cigarette

Advertisement Slogans... 54 Page

1 CHAPTER I INTRODUCTION

This research is going to analyze the use of linguistic features in the slogans of cigarette advertisement. This chapter consists of six parts. The first part is research background, the second is research questions, the third part is problem limitation, the fourth part is research objectives, the fifth is research benefits, and the sixth part is definition of term.

A. Research Background

Advertisement, which is derived from Medieval Latin verb advertere, aims to direct one’s attention to the availability, qualities, and/or cost of the specific commodities or services (El-daly, 2011). Advertisement focuses on how to gain consumers’ attention toward the specific product(s). The form of advertisement can be in visual or printed form and every advertisement has a slogan of the product. A slogan sums up what one stand for, one’s specialty, the benefit: one’s marketing position, and one’s commitment. The advertising slogan is always short and epigrammatic in nature. It makes the advertisement more impressive and memorable, Ding Xiaosong, (2003, P. 206). That is why advertisement slogan is made brief, clear, and meaningful. The slogan of such merit of a product service should be worthwhile and easy to remember in public. There are many advertisement slogans use linguistic features in order to make the advertisement interesting and to persuade the customers to buy the product. Hence, the use of

linguistic features in advertisement shows the expression of emotion in order to change customer’s opinions and to persuade them to buy the product(s).

Besides, cigarette companies need persuasion techniques to sell their product to the customers. Ross (1994, P. 168) says, “Persuasion is a process of skillfully and ethically using logical thoughts, effective appeals, credibility and ethical proof to influence and motivate others to responds as you wish them to.” In other words, persuasion technique is a strategy of persuading people. The persuasion can change people’s mind but they can choose whether they want to accept or not. According to Trimmer and Nancy (1984), persuasion is verbal communication which makes people change their previous judgment to accept the new one which people do not believe before. One of persuasion activity can be found in advertisement. Advertisements can convince audiences by giving statements, commands, suggestions, and rhetorical questions about the products which shows the quality and guarantee of the products directly.

This phenomenon also happens in Marlboro cigarette advertisement slogans. The company makes a slogan for each cigarette variety. Marlboro cigarette has slogan come to where the flavor is. The word come means an invitation. The use of the word comein Marlboro slogan means that the Marlboro cigarette company invites the customers to come and try to smoke their brand product(s). Whereas, the meaning of the word flavor are smell and taste. In Marlboro cigarette slogan, the word flavor means that they want to say that their product has different smell and taste from other cigarette brands. Then, the phrase where the flavor is implies that Marlboro has the best flavor of cigarette instead of

others. Therefore, the slogan means that the Marlboro Company wants to invite people to come and try their products because they create the best cigarette flavor and their products’ smell and taste are different from other brands of cigarette. The slogan above uses linguistic features in order to make the advertisement more attractive.

Actually, smoking cigarette is bad for health. Michelle Roberts as the Health editor of BBC News (2012) says that in 2012, there were 967 million people smoking every day compared with 721 million people in 1980. The data was taken from 187 countries. Globally, an estimated 6.25 trillion cigarettes were smoked by people during the year 2012 compared with 4.96 trillion in 1980. People also know that cigarette consists of toxics and some dangerous substances that can cause some diseases, such as cancer, heart disease, tuberculoses, sterility, and impotent, but the selling of cigarettes is increased. The slogan of cigarette advertisement influences the consumers indirectly. There are many smokers in the world, even the smokers are growing every year.

There are many discussions about language style in advertisement. In this research the researcher is going to discuss the linguistic features and persuasion techniques of Marlboro cigarette advertisement. The researcher takes some varieties of Marlboro cigarette advertisement slogans which are published in the United State. Marlboro cigarette was created by Philip Morris there. The research focuses on discussing the linguistic features and persuasion techniques of Marlboro cigarette advertisement slogans. Linguistic feature refers to language style. According to Verdonk (2002), style in language is a set of conscious or

unconscious choices of expression, inspired or induced by particular context. In this research, the language style is a general term that refers to linguistic features used in Marlboro cigarette advertisement slogans. It deals with the use of linguistic features which consist of lexical features and syntactic features in Marlboro cigarette advertisement slogans, such as hyperbole, weasel words, imperative and long noun phrases.

Besides discussing linguistic features of Marlboro cigarette advertisement slogans, the researcher is going to discuss the use of persuasion technique in Marlboro cigarette advertisement slogan. In selling the products, a company needs a strategy to advertise their products. There are many techniques which are used to persuade the customers to buy the product(s). Ross (1994: 168) says, “Persuasion is a process of skillfully and ethically using logical thoughts, effective appeals, credibility and ethical proof to influence and motivate others to responds as you wish them to.” In other words, persuasion technique is a strategy of persuading people. Based on Kleppner’s (1986) theory, the classification of persuasion techniques is divided based on marketing situation and human characteristics. There are three persuasion techniques. They are pioneering stage, competitive stage, and retentive stage. In order to make an advertisement, the producers should know the classification of the persuasion techniques to get attention from the public easily. In this research, the use of persuasion techniques in Marlboro cigarette slogans is to invite and convince people to buy the products.

The researcher chose Marlboro cigarette advertisement slogans because Marlboro is the largest cigarette selling brand in the world. This brand was created

by Philip Morris in the United States. Besides, the language of the slogans uses English. Marlboro cigarette advertisement slogans cover language style, especially linguistic features. The researcher wants to know the influence of linguistic features and the persuasion techniques used in Marlboro cigarette advertisement slogans to the audiences. Smoking is not good for people’s health but the selling products are growing.

B. Research Problem

Based on background, this research is conducted to answer two questions. 1. What linguistic features are used in Marlboro cigarette advertisement slogans

published in the United States?

2. What kinds of persuasion techniques does Marlboro cigarette used to influence the customers to buy the products in the slogans?

C. Problem Limitation

The research attempts to discover the answer to the two research problems. The researcher is going to analyze the linguistic features which appear in Marlboro cigarette advertisement slogans. The reason for choosing Marlboro cigarette as the data is because Marlboro is the biggest cigarette company in the world. Besides, the researcher prefers to use Marlboro cigarette advertisements which are published in the United States because the language that is going to analyze uses is English. In this research, the researcher uses Grey’s (2008) theory to answer the first question, which is a linguistic feature. There researcher

categorizes the linguistic features of Marlboro advertisement slogans into two parts; they are lexical and syntactic features. There are many persuasion techniques theories but the researcher uses Kleppner’s (1986) theory in order to answer the second question. In analyzing the research, the researcher uses images of Marlboro cigarette advertisement slogans.

D. Research Objectives

Based on the problem formulation, the aim of the research divided into two parts.

1. To analyze the linguistic features used in Marlboro cigarette advertisement slogans published in the United States.

2. To identity the kinds of persuasion techniques used in Marlboro cigarette advertisement slogans to influence the customers to buy the products.

E. Research Benefits

This part presents the benefits of the research for advertisers, English teachers, English language learners and the future researchers.

1. Advertisers

Nowadays, the advertising field has been developed quickly. It raises many companies that want to make the best advertisement and slogan for their product(s). That is why the competence of making advertisement, especially slogan is needed to make it attractive. The researcher hopes that this research will

help advertisers to create the best quality of advertisement which can attract consumers to buy the product(s).

2. English Teacher

This findings research is expected useful for English teachers. They can use this research as a material to teach the students about language style, especially linguistic features and advertisement. It will help teachers to develop their authentic material in linguistics course by using advertisement. This research is expected can contribute as one of material which is used by English teachers in learning process related to analyzing the advertising language.

3. English Language Learners

From this study, the researcher wishes that this research can give some benefits for English language learners. The English language learners are expected to understand about linguistic features deeper. They can learn about linguistic features through advertisement slogans which are widely published. Besides, this research will help English language learners as the reference for them in learning linguistics course.

4. Future Researchers

Linguistics and advertisement are widely used in the society because they are related of each other. From this research, the researcher hopes that it will useful for the future researchers. They can conduct the research about linguistic feature in advertisement. Therefore, the research expects that in the future research there will be more ideas in studying this field.

F. Definition of Terms

In conducting the research, definition of the terms are needed to explain the terms that are used in the research so it helps the reader in understanding the terms. This section defines the terms that are used in the research. They are definition of advertisement, slogan, Marlboro cigarette, linguistic features, and persuasion techniques.

1. Advertisement

El-daly (2011) said that advertisement is derived from Medieval Latin verb advertere, aims to direct one’s attention to the availability, qualities, and cost for the specific commodities or services. While, Gilson and Berckam (1986) define advertisement as the persuasive media of communication to help companies achieve marketing objectives. Advertisement is one way to attract consumers’ attention. The product companies make the best advertisement with the most suitable language style. In this research, the researcher chooses Marlboro cigarette advertisement slogans published in United States. The researcher analyses the language style that consists in those slogans. The linguistic features and the persuasion techniques of Marlboro cigarette advertisement slogans are the main subjects that are going to be analyzed.

2. Slogan

Slogan is important tool in advertisement because slogan is one element of advertisement. Tom Altstiel (2008: 165) states that slogans are usually in the form of a short phrase or sentence, which gives space for readers to explore the meaning of it freely. The language of the slogan represents the particular

product(s). Therefore, the advertiser chooses the interesting and creative words to be the language of the slogan. Tom Altstiel (2008) said that slogans are usually the catchphrases that appear after the logo in a print ad or at the end of the commercial, and, in most cases, they are very forgettable. The slogan must be communicative to make people easy to understand the message. Slogan is a tool to create the product offered being interesting. This research is going to analyze the slogans of Marlboro cigarette advertisement to know the linguistic features and persuasion techniques that are used.

3. Marlboro Cigarette

Terry Martin (2014) states a cigarette is a cyndrical roll of shredded or ground tobacco that is wrapped in paper or another substance that does not contain tobacco. Many manufactured cigarette have filter on the one end intended to trap some of toxic chemicals contained cigarette smoke. Cigars contain nicotine, the substance in tobacco that makes people addicted.

Marlboro is the largest of cigarette selling brand in the world. This brand is created by Philip Morris from the United States. He launched Marlboro brand in 1924. At the first time, Morris launched Marlboro cigarette as woman’s cigarette based on the slogan “Mild as May” in the 1920s. The marketing targets on that time were women, so the image of that cigarette was a woman. In 1950s, Philip Morris repositioned Marlboro as men’s cigarette in order to fit a market niche of men who were concerned about lung cancer. The red and white package was designed by the designer Frank Gianninoto. The purposed company was to present a lineup of manly figure; sea captains, weightlifters, war correspondents,

construction worker. The first series of Marlboro cigarette was cowboy. The Marlboro cigarette became best-selling brand. Now, Marlboro cigarette has many varieties such as; Marlboro Red Label, Marlboro Gold Pack, Marlboro Silver Pack, Marlboro Black, Marlboro Blend, and so on. This research focuses on the language style of Marlboro cigarette advertisement slogans. The images of the slogans will be the data source during gathering data and data analysis.

4. Linguistic Features

Linguistic feature refers to language style. According to Verdonk (2002), style in language is a set of conscious or unconscious choices of expression, inspired or induced by particular context. It deals with the use of linguistic features which consist of lexical features and syntactic features in Marlboro cigarette advertisement slogans, such as hyperbole, weasel words, imperative and long noun phrases. In this research, the research will analyze the linguistic features used in Marlboro cigarette advertisement slogans which influence the customers through the use of persuasion technique.

5. Persuasion Techniques

Ross (1994: 168) says, “Persuasion is a process of skillfully and ethically using logical thoughts, effective appeals, credibility and ethical proof to influence and motivate others to responds as you wish them to.” In other words, persuasion technique is a strategy of persuading people. In this research, the use of persuasion techniques in Marlboro cigarette slogans is to invite and convince people to buy the products. This research is going to analyze the persuasion techniques that are

used in Marlboro cigarette advertisement slogans in influencing people to buy the products.

12 CHAPTER II

REVIEW OF RELATED LITERATURE

This chapter tries to explain the theories related the research. This chapter consists of two parts, which are theoretical description and theoretical framework. The theoretical description explains the theory of linguistic features, advertising and also persuasion techniques which are become the foundation of the research. The theoretical framework explains the main theories used in this research to solve the problems of the research.

A. Theoretical Description

This part is going to explain two major theories which are description of the linguistics features and advertising, and persuasion techniques theory. The theoretical theory begins from the definition of the linguistics features. The advertising theory discusses about theory which are related to advertising term namely; the definition, the function, and the type of advertisement.

1. Linguistic Features in Advertisement

An advertisement usually uses linguistics features to make the advertisement more interesting. According to Grey (2008) in his Language in Use, linguistic features of advertisement language style divided into two parts. The first part is lexical features and the second part is syntactic features.

a. Lexical Features

The use of lexical features in advertisements is to make advertisements become more unique. Advertisers use lexical features in advertisements to grab consumers’ attention and willingness through the dictions they make. There are ten lexical features based on Grey’s (2008) theory. They are hyperbole, neologism, weasel word, familiar language, repetition, euphemism, humor, glamorization, and potency.

1) Hyperbole

Hyperbole is used to vary the expression of personal feelings and opinion. Leech (1972) says that “hyperbole concerned with personal values and sentiments.” Hyperbole is used to exaggerate something, especially in describing something in exaggerating manner. For example, more, new, real, fresh, and improved. Those words are often used in advertisement slogans.

2) Neologism

According to Grey (2008), a neologism is an expression or new word which is created by joining two or more word parts together to create a new word. For example,Volvocracy. It is a neologism of people in the government who deal with democracy and control Volvos.

3) Weasel Word

Grey (2008) says, “a weasel word suggests a meaning without being specific. Some words which use weasel words, such as help, like, virtually, enriched, worth, fresh, tested, guaranteed, and scientific.” The example of weasel word is totally different, from that example the consumers will have a question

about the product, what aspect which differentiates the product from other products but the question will not be answered.

4) Familiar Language

In advertisement, the advertisers usually use the pronoun youit is because the advertisers want to feel more friendly and close to the customers. Grey (2008) states that by using pronoun in advertisements, it makes the audience feel that they are involved within the advertisement. The example is Hyundai’s slogan, Drive You Away. Pronoun youshows a friendly attitude to Hyundai’s consumers. 5) Simple Vocabulary

The language of advertisements must be simple, brief, and clear in order to make audience remember easily. Besides, the simple vocabulary should be attractive, too. For example, a sloganScott makes it better for you.That slogan is easy to be understood by the audience because the slogan is simple. They know what Scott is.

6) Repetition

In order to make a slogan more interesting, the advertisers use repetition. Usually, repetition appears in written slogan. Based on Grey’s theory, repetition has three types. They are alliteration, rhyme, and rhythm. First, alliteration is the repetition in the initial consonant sound of a word to produce rhythmical and musical effect. Example: finger of fudge the best four by four by far uses the repetition of /f/ sound to make it more interesting. Second, rhyme is a pattern of identity of sound between words extending from the end to the last fully accented vowel. Example, Mean machine. Third, rythm is a regular pattern produced by

varying the stressed and unstressed syllables of the words. “drinka pinta milka day”is rhythm example.

7) Euphemism

Grey (2008) explains that euphemism is a figurative language type which brings connotative meaning. The example of euphemism is, body odor.People use the words body odor because they want to avoid the use of unpleasant words. Using body odorsounds better instead of bad smell

8) Humor

Humor is useful to attract and entertain the audience. The use of humor makes something funny. By using humor, the customers will be more interesting and happy. They prefer humor advertisement instead of serious advertisement. For example, the use humor word in the word wonderfuel. Actually, the word wonderfuel is wonderful. Moreover, the advertiser wants to make humor from that word and it makes customers more interested to the product.

9) Glamorization

Grey (2008) gives an example of glamorization; old house becomes charming, characterful, olde, worlde or unique house. The use of those words will make thehouse become more valuable. By saying charming house instead ofold house will make the house more valuable.Glamorization is used to give excessive effect for the advertisement.

10) Potency

Grey (2008) states that potential words are words which are able to give new value, novelty or immediacy. Potential words can influence the audience.

Ogilvy as is quoted by Grey (2008) identifies the words free, now, how to, suddenly, announcing, introducing, it’s here, just arrived, important development, improvement, amazing, sensational, remarkable, revolutionary startling, miracle, magic,andofferas the potential words.

b. Syntactic Features

According to Grey (2008), syntactic features of advertisement based on emergence of similar grammatical structure in the form of phrase. It means that syntactic features deal with categories of words which have similar grammatical properties. The language of advertising is simple. It can be easily seen from the syntactic features of advertisement.

1) Short Sentence

The purpose of the use short sentence in advertisement is to grasp audiences’ attention. Short sentence makes advertisement clearer to be understood by audiences. For example, a slogan of insurance company is always listening, always understanding. That slogan language is short and simple. Moreover, the audience gets clearness and they want to know more about the advertisement. 2) Long Noun Phrase

Based on Grey (2008), the advertisement product uses a long noun phrase in three or more words or two or more independent phrases to catch the audiences’ attention. For example, a description of a product saysFirst automatic chronograph with a 72-hour power-reserve and patented compression push-buttons.From that advertisement description, the audiences think that the product

has special automatic chronograph. Besides, audiences’ perception is the product is better from other products because the advertisement uses long phrase that is not used in other product advertisements.

3) Ambiguity

A phrase or a sentence which has more than one cognitive meaning is called an ambiguous phrase or sentence. According to Leech (1972), there is contradiction between lexical ambiguity and grammatical ambiguity. Lexical ambiguity consists of lexical homonymy and lexical polysemy, while grammatical ambiguity consists of grammatical homonymy and grammatical polysemy. While according to Grey (2008), ambiguity maybe syntactic or semantic (puns for example). The use of ambiguity is to make a phrase memorable. The example of ambiguity is the Electrolux slogan, “Nothing sucks like an Electrolux”The word sucks sounds negative but it is positive in this slogan because sucks is the primary function of vacuum cleaner. The use word sucks is to grab audiences’ attention. 4) Use of Imperative

Many advertisers use an imperative to make the audience act or do something, like buy or use the advertised product. The use of imperative is to order something. For example, the imperative which is used in LA cigarettes slogan, talk less, do more. That imperative suggests the audience to buy the product.

5) Simple and Colloquial Language

Grey (2008) defines that colloquial expressions do not bear the meaning normally have. Simple and colloquial is only used in informal sentence. For

example, It ain’t half good. That sentence uses simple and colloquial language because the word ain’tis informal word.

6) Present Tense

Grey (2008) says that a present tense implies a universal timelessness. The use of present tense in advertisement is to make the advertisement looks real whenever the audience sees or hears. Example of present tense is the slogan of Rossini, Time always follows me. From that slogan whenever the audience sees or hear, they will feel like in the real time.

7) Syntactic Parallelism

The use of syntactic parallelism is to interest audience. Leech (1972) says that parallelism is a repetition of formal patterns of two or more similar ideas in similar structural forms. Example,stay dry, stay happy. From the example people can see the repetition in similar pattern of word stay. The word stay makes the phrase more interesting.

8) Association

Sometimes, an advertisement uses words like and as. It is because the advertisement should associate a positive side toward the product and other. Example, fresh as a mountain stream. That example shows that freshness is associated with a mountain stream although they are two different things.

9) Ellipsis

Goddard (2002, p. 123) describes ellipsis as “the omission of part of a structure.” While according to Cook (1996), one of ellipsis purpose is to create the sense of informality. An ellipsis is the omission of words which still can be

understood to make advertisement more interesting and simple, (Grey, 2008). The example is the utterance Nespresso, what else? Actually, the grammatical rules should be “You’ll take Nespresso. Then, what else would you like to drink?”If the slogan uses grammatical rules it will become long sentence and it looks too formal so the advertiser uses ellipsis to make the slogan interesting and simple. 10) Incomplete Sentence

Sometimes, the audience does not pay attention carefully to the sentence of the advertisement. Grey (2008) says that an incomplete sentence is one kind of the linguistic features of advertisements. The use of incomplete sentence is to make audience grasp the main point of the advertisement. An example of incomplete sentence is in L’Oréal slogan, “Because you’re worth it”. The slogan is more interesting in an advertisement instead of the use of complete sentence “We want you to use L’Oréal products as your make up products because you are worth it.”

2. Advertising

This part is going to explain about advertising and advertisement. There are several things which related to advertising and advertisement. They are the definition of advertisement and the functions of advertisement.

a. The Definition of Advertisement

“Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media.” Bovée and Arens (1986, p. 5).

That is why advertisement and advertising cannot be separated. Advertisement should be made as the public communication by involving companies as a message sender in order to persuade the consumers as a message receiver. While according to Leon Quera (1973), “Advertising customarily considered as an effort to present a persuasive message about a product by an individual company.” It can be said that advertisement is form of communication used to persuade or attract the audience. This part is going to explain about advertising and advertisement. There are several things which related with advertising and advertisement. They are the definition of advertisement, the functions of advertisement and types of advertisement.

b. The Functions of Advertisement

Bovée and Arens (1986, p. 9) divide the function of the advertising into five functions. The first function is marketing function, this function is to increase the sales or profit, to make money, sell products and also companies develop marketing strategies. Second function is communication function, this function had beginnings in ancient civilization. Communication of information is one of the basic functions of the advertising. The third function is education function, people learn from advertising. People learn about the product, selling, and marketing. Moreover, advertising must be educational to be successful. Fourth, economic function, advertising promotes sales and commerce is to make people aware of the products, services, and ideas. The last function is social function, advertising is one of the major things to raise the standard of living in the

countries around the world. An advertisement can also motivate people to buy the products through give an attractive picture of the product.

c. Types of Advertisement

Based on Gilson and Berkman (1986) the classification advertisement is divided into four types. They are printed media (e.g.: newspaper and magazine), broadcasted media (e.g.: television and radio), direct and special media (e.g.: catalogue, mail package, pen, and calendar), and out-of-home and directory media (e.g.: poster in the bus shelter).

3. Persuasion Techniques in Advertisement

“Persuasion is a symbolic activity whose purpose is to effect the internalization or voluntary acceptance of few cognitive states or patterns of overt behavior through the exchange of message.” Ross (1994, p. 8). It can be said that people have a choice toward the persuasion. The persuasion can exchange people’s mind but they can choose whether they want to accept it or not. Besides, Hornby (1995, p. 864) defines that “persuasion refers to the action of persuading or being persuaded.” It means that a persuasion have a characteristics to spurred people to act or do something. The persuasion has to have a quality in persuading people.

According to Kleppner (1986), the classification of persuasive techniques is divided marketing situation and human characteristics. There are three persuasive techniques. They are pioneering stage, competitive stage, and retentive stage.

a. Pioneering Stage

Pioneering stage technique is used to introduce a new variant product which has been released in the market. This technique is used by advertisers to convince customers that their products have good quality and it can satisfy the customers. The advertisers also show their products to the customers and they can find their needs by using the products. Based on Kleppner’s (1986) theory, there are some purposes of pioneering stage, they are; to educate consumers about new product or service, to show that people have a need they did not appreciate before and that advertised product fulfill their need, to show that a product now exist although it already had been recognized but previously cannot have been fulfilled. It can be said that this technique aims to convince the consumers about their new variant product which can fulfill consumers’ need instead of their previous product in market. The example is Nike shoes. At the first time Nike sold running shoes with sonar detectors which could tell them how far and fast they had run. Then, Nike introduced Nike + shoes system of running which had sensor to calculate the speed of runners.

b. Competitive Stage

Many advertisements compete with others’ products. They want to make people interested with their product. In competitive stage, the advertisers guide the people to choose their product which is available in the market. Then, people will think which the best one product so they will choose it. The advertisers have to show their product quality and uniqueness to make customers buy their product. Kleppner (1986) says that the purpose of competitive stage is to

communicate the products’ position or differentiate it to consumers. It means that the advertisers tell their products’ position in the market to the consumers and also tell their superiority of their products from other products so the consumers will choose their products. For instant, there is a better way to smooth your skin (Nivia Lotion). So Nivia lotion claims that their product is better from other product to smooth skin.

c. Retentive Stage

Retentive stage is used to remind the customers about the product which still exists in the market. The product usually exists for long time, so that the advertisers have to remember their product. This technique is to maintain the existence of a product because over the year, many successful product companies stop their advertising and it makes the public forgot about their product quickly. Besides, there are other products challenge the leadership position so this technique has to use as long as possible to maintain the products. Example of retentive stage is Coca-Cola product. Coca-Cola has effectively used magazine advertisement for years. Some of Coca-Cola advertisement only shows the bottle of coke and company logo but it reminds the readers of the product and then they buy it.

B. Theoretical Framework

This section provides the theories used to answer the research questions. In this research, the researcher used theories about linguistic features in cigarette advertisement slogans. In order to answer first research question, the researcher

used theory from Bovée and Arens, (1986, p. 5) “Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media.”

Hence, in advertising the companies used linguistic features in order to make the advertisement more interesting. This way was effective because by watching, reading, or listening the advertisement the consumers would influence to buy the product(s) through the advertisement which was made. Besides, the researcher used Grey’s theory (2008). His theory had specific description about linguistic features which were used in advertisement and the researcher did not find the theory as complete as Grey’s (2008) theory about linguistic features.

Grey (2008) said that linguistics features of advertisement language style divided into two parts. The first part was lexical features and the second part was syntactic features. The lexical features were hyperbole, neologism, weasel word, familiar language, simple vocabulary, repetition, euphemism, humor, glamorization, and potency. While syntactic features consisted of short sentence, long noun phrase, ambiguity, use of imperative, simple and colloquial language, present tense, syntactic parallelism, association, ellipsis, and incomplete sentence. Advertisement is a form of communication used to persuade or attract the audience. It was why the advertisement used linguistic features to attract the consumers.

Additionally, linguistic features were needed in cigarette advertisement slogan because it persuaded and attracted the audience to buy the product(s).

Basically, cigarette is bad for health but by using interesting advertisement, it can influence audience to buy the product(s). The other theory was from Bovée and Arens, which was about the function of advertisement.

Second, the researcher used Kleppenes’s (1986) theory. This theory could answer the second question about persuasion techniques. According to Kleppner (1986) there are three persuasion theories. They are pioneering stage, competitive stage, and retentive stage. Kleppner (1986) divided the persuasion techniques based on the marketing situation and human characteristics. The researcher used this theory because Kleppner’s theory had clear explanation about the type of persuasion techniques.

26 CHAPTER III METHODOLOGY

This chapter consists of six parts. The first part is research method implemented to conduct the research. The second part is research setting or the place and the time that the research was conducted. The third is research of data. The fourth is research instruments which were collected data. The fifth is data analysis. The last subtopic is the procedure of the research.

A. Research Method

This research had two questions. They were (1) What are the linguistic features used in Marlboro cigarette advertisement slogans published in the United States? (2) What kinds of persuasion techniques does Marlboro cigarette use through the slogans to influence the customers to buy the products? In order to answer these questions, the researcher conducted qualitative research. Brown and Rodgers (2002, p. 12) state that qualitative research is “research which is based on non-numerical data predominantly, it can be subdivided into various different non-numerical qualitative research techniques for gathering data, for example observations/field notes, case studies, diaries, etc.” Moreover, this research did not deal with numerical data because this research focused on descriptive research. Best and Kahn (1989) state that a type of research describes what are the describing, recording, analyzing, interpreting conditions that exist. This research analyzed the linguistic features in Marlboro cigarette advertisement slogans.

The research method was content analysis. According to Fraenkel and Wallen (2008), content analysis is “a technique that enables researchers to study in human behavior indirect way through an analysis of their communication” (p. 472). In this research, the content analysis was indirect research. The researcher took the data by analyzing slogan images. According to Ary, Jacobs, and Razevieh (2002), the material can be taken from public records, textbooks, letters, films, tapes, diaries, reports, themes, and so on. Impinging this study, the researcher wanted to analyze the content of Marlboro cigarette advertisement slogans. In this research, the data sources were Marlboro cigarette advertisement slogans which were published in the United States.

B. Research Setting

The research was conducted from September 2014 to March 2017. The researcher looked for the data sources on September 2014 until October 2014. After finding the data sources, the researcher gathered the data and then analyzed the data. This part took the longest time because the data analysis needed to be rechecked and revised for several times. It was from October 2014 until March 2017. The researcher selected ten Marlboro cigarette advertisement slogans which are published in the United States to be the sample of this research.

C. Research Subject

Ten Marlboro cigarette advertisement slogans were the subject of this research. The researcher collected the data from online source, www.google.com.

There were many cigarette advertisement slogans used linguistic features. However, the researcher chose ten Marlboro cigarette advertisement slogans from different variants. Those ten slogans were the most representative among other slogans of Marlboro cigarette advertisement. They are Mild as May (Marlboro 1924), The filter cigarette with the unfiltered taste (Marlboro 1950), Come to where the flavor is, come to Marlboro country (Marlboro 1977), The Longhorns come to Marlboro country (Marlboro Gold Pack 100’s), Open the new world of fresh taste (Marlboro Blue Ice), Cool menthol cool finish (Marlboro skyline), Be bold be black (Marlboro black), The spirit of Marlboro in a low tar cigarette (Marlboro Lights), Mother earth needs you (Marlboro Earth), and Richer, bolder (Marlboro Blend No. 54)

According to Leedy and Ormrod (2005), purposive sampling is the most appropriate method to select the appropriate sample because the samples should yield the greatest amount of information about the topic under the research. Those ten representatives of Marlboro cigarette advertisement slogans were used as purposive sample in this research. The purpose of choosing those ten samples was to analyze the linguistic features and persuasion techniques were contained in those cigarette advertisement slogans deeply. The researcher chose the written form of Marlboro cigarette slogans as the data of the research.

D. Research Instruments and Data Gathering Technique

In this research, the researcher used two instruments. The instruments are human instrument and document.

a. Researcher as the Human Instrument

Merriam (2002) says that in qualitative research, “the researcher becomes the primary instrument for data collection and data analysis. It means that the researcher is the key person to conduct the research.” In this research, the researcher chose ten slogans of Marlboro advertisement to be analyzed.

b. Images and Written Forms of Marlboro Cigarette Advertisement Slogans as Document Instruments

According to Ary et al. (2002), in qualitative research, especially in content analysis, the material of analyzed can be in the form of public records, textbooks, letters, films, tapes, and many more. In this research, the document was the images and written forms of Marlboro cigarette advertisement slogans which gathered from www.google.com. Those ten slogans of Marlboro cigarette advertisement were used to answer the research questions. The images and written forms were useful to obtain the research data. The researcher analyzed the slogans which were written in the Marlboro cigarette advertisement.

The research was qualitative. In gathering data, the researcher took the data from www.google.com. The technique of gathering data in online sources was similar to Merriam’s study that “...with the advent of computer technology and the World Wide Web, data can also be collected on-line” (Merriam, 2002). The researcher used ten slogans of Marlboro cigarette advertisement to solve those two research questions by analyzing those ten Marlboro cigarette advertisement slogans. In this research, the researcher conducted some steps in collecting data. First, the researcher collected the data from online source that was from

www.google.com. Then, the researcher chose some data to be analyzed the linguistic features and persuasion technique contained in Marlboro cigarette advertisement slogans.

E. Data Analysis Technique

The research of the study was qualitative research and the type of the research was content analysis. Ary et al. (2002) said that content analysis learned about the phenomena by studying the documents. The phenomenon was linguistic features and persuasion technique used in Marlboro cigarette advertisement slogans. The data used in this research were linguistic features and persuasion technique case used in Marlboro cigarette advertisement slogans. The research began from collecting the data from online source, www.google.com. After selecting ten Marlboro cigarette advertisement slogans the researcher prepared two tables to analyze the linguistic features and persuasive techniques. The first that was table 3.1 prepared to categorize the linguistic features were going to be analyzed. It consisted of 10 lexical features and 10 syntactic features. Those features were based on Grey’s (2008) theory about linguistic features in advertisement. Those linguistic features were hyperbole, neologism, weasel word, familiar language, simple vocabulary, repetition, euphemism, humor, glamorization, potency, short sentence, long noun phrase, ambiguity, use of imperative, simple and colloquial language, present tense, syntactic parallelism, association, ellipsis, and incomplete sentence. The second table was table 3.2 showed the checklist of the persuasion techniques in Marlboro cigarette

advertisement slogans. The researcher used Kleppner’s (1986) theory about classification persuasion technique to answer the second research question.

After preparing two tables (table 3.1, and 3.2), the researcher analyzed the linguistic features and persuasion techniques of the Marlboro cigarette advertisement slogans. The researcher explained the meaning of the linguistic features for each slogan. Then, the researcher explained the persuasion technique used in Marlboro cigarette advertisement slogans. By explaining the meaning of the linguistic features in Marlboro cigarette advertisement slogans the researcher knew the reason of linguistic features and persuasion technique in cigarette advertisements which influenced consumers.

Table 3.1 The Checklist of (Feature X) in Marlboro Cigarette Advertisement Slogans

Slogan Variants (Feature X)

Table 3.1 was used to answer first research problem regarding the linguistic features used in the data. The linguistic features are based on Grey’s (2008) theory. There are ten lexical features and ten syntactic features for categorizing the data.

Table 3.2 The Checklist of Persuasion Techniques in Marlboro Advertisement Slogans

Variety

Persuasion Techniques

Pioneering Stage Competitive Stage Retentive Stage

Table 3.2 was to check persuasion techniques used in Marlboro cigarette advertisement slogans. The researcher analyzed the persuasion techniques based on the theory from Kleppner (1986).

F. Research Procedure

There were six steps done by the researcher to accomplish the study in conducting this research. They are:

1. Deciding the topic

The researcher decided the topic that was going to be discussed. The researcher chose to analyze the linguistics features used in Marlboro cigarette advertisement slogans.

2. Formulating the problems

The researcher formulated the problems regarded the topic. The researcher formulated two problem questions in conducting the research.

3. Searching the theories

After formulating problem, the researcher searched theories which related to the topic. The researcher selected some appropriate theories that could support the research.

4. Collecting data

The researcher collected the data from internet. The website address was www.google.com. The researcher chose ten Marlboro cigarette advertisement slogans published in the United States. The form of the slogans was written form. 5. Analyzing the data

After collecting the data, the researcher analyzed the data. The researcher analyzed the linguistic features and persuasion techniques used in Marlboro advertisement slogans by preparing the tables and checklist. The use of tables and checklist were very helpful for the researcher to analyze the linguistic features and persuasion techniques used in Marlboro cigarette advertisement slogans. In order to answer the research questions, the researcher used Grey’s theory (2008) about linguistic features and Kleppner’s (1986) theory about persuasion techniques. 6. Writing the report

Finally, the researcher wrote the report related to the research. The report was about the process and the result of the research. The researcher hoped that the report could be understood by the readers.

34 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 product(s).

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

lexical features of Marlboro cigarette advertisement slogans can be seen in The Table 4.1

36

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

a. Lexical Features ofMarlboro 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 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 countrymeant 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 cigarette.

d. Lexical Features of Marlboro Gold Pack 100’s

Variant Lexical Features

Marlboro Gold Pack 100’s

Simple Vocabulary

Euphemism Potency

The Longhorns come to Marlboro country is the slogan of Marlboro Gold Pack 100’s. This slogan used three lexical features. First, Marlboro Gold Pack 100’s used simple vocabulary as previous slogans which were simple and clear. Afterward, Euphemism appeared in this slogan. The word Longhorns was connotative word which meant a type of cow from Texas, United State which is big, tall, and strong. The slogan used the word “The longhorns” because it sounded better instead of used “long, big, or strong”. Moreover, the use of the word Longhorns in the slogan of Marlboro Gold Pack 100’s meant that the producer created new variant cigarette which was longer, bigger and more solid than other variants of Marlboro cigarette which produced before so it made consumers wanted to taste different variant cigarette. The last feature was potency. The advertiser wanted to introduce a variant product which bigger, longer and more solid cigarette.

e. Lexical Features of Marlboro Blue Ice

Variant Lexical Features

Marlboro Blue Ice

Hyperbole

Weasel Word

Marlboro Company also releases Marlboro Blue Ice in market. They want to give many cigarette variants to consumers so consumers can choose their favorite variants. The slogan of Marlboro Blue Ice is Open the world of fresh taste.Some of lexical features appeared in Marlboro Blue Ice. In this slogan, the advertiser used hyperbole feature. Hyperbole is used to exaggerate the product in order to attract consumers’ attention toward the product. The word newmeant that the advertiser wanted to emphasize that they had new variant product of Marlboro cigarette. The other word which indicated the use of hyperbole was fresh. By using that word the advertiser wanted the consumers would find fresh sensation which was different from other products. The use of hyperbole in Marlboro Ice Blue slogan was to influence consumers to taste the product.

Beside, the slogan used weasel word to make people curious about what kind of new world it was. Then, they bought the product. The slogan of Marlboro Blue Ice was clear that is why the slogan used simple vocabulary. Last, the slogan used potency. From the slogan people could draw a conclusion that Marlboro cigarette had new product in the market and that new product was fresh.

f. Lexical Features of Marlboro Black

Variant Lexical Features

Marlboro Black Simple Vocabulary Potency

There were only two lexical features in Marlboro Black. They were simple vocabulary and potency features. The slogan of Marlboro Black is Be bold, get

black. The advertiser used simple vocabulary to the slogan to make it memorable and easy to understand by people. The slogan also used potency feature to give new value to the product so people will be influenced by the slogan.

g. Lexical Features of Marlboro Lights

Variant Lexical Features

Marlboro Lights Simple Vocabulary Potency

As the previous slogan, Marlboro Light also used simple vocabulary and potency features. The slogan of Marlboro Light is the spirit of Marlboro in a low tar cigarette. The slogan meant that the consumers could try a low tar cigarette but the taste was still similar with Marlboro cigarette. The slogan was easy to understand because the use of vocabulary in the slogan was simple, clear, brief. Then, the slogan used potency feature. The potential word was spirit. The slogan showed that the product give spirit of Marlboro cigarette to the consumers in the low tar variant of Marlboro cigarette.

h. Lexical Features of Marlboro Earth

Variant Lexical Features

Marlboro Earth

Weasel Word

Familiar Language

Simple Vocabulary

Euphemism Glamorization Potency

Many lexical features appeared in Marlboro Earth. The slogan of Marlboro earth used six lexical features. They were weasel word, familiar language, simple vocabulary, euphemism, glamorization, and potency. First, Marlboro Earth used

weasel word because from the slogan Mother Earth needs you people would curious and ask “How they can contribute to mother earth.” It made people bought the product. Second, Marlboro Earth used familiar language. The use of pronoun “you” in the advertisement is to be more friendly and closer between advertisers and consumers. The slogan of Marlboro Earth is Mother Earth needs you. The use of pronoun you in the slogan showed friendly attitude the consumers. Simple vocabulary also appeared in Marlboro Earth as other variants. The advertiser also entered euphemism feature in Marlboro Earth. The word mother earthindicated a planet as a woman or a goddess. The producers preferred to use “Mother earth” because they wanted to avoid the use of unpleasant word. Using “Mother earth” was better than used “Planet”. Marlboro Earth slogan indicated that the cigarette was environmentally friendly so people would consume the product without worrying bad effects to the environment. The connotative meaning of slogan could be used to give ideas about what the Marlboro cigarette taste like and to avoid unpleasant words. Besides, using euphemism made audiences interested to buy the products.

The use of glamorization appeared in Marlboro Earth. The uncommon word in Marlboro Earth was mother earth. The word mother earthmeant a planet as a woman or a goddess. The use word mother earth was to make the slogan more interesting instead of using the word earth. Glamorization is used to give glamour effect toward the advertisement. Besides, glamorization is to exaggerate the thing which is advertised. The word choice of the advertisement could influence people’s point of view. The last lexical feature which appeared in

Marlboro Earth was potency. The use word needs to make people feel that they are invited to involve in keeping the world.

i. Lexical Features of Marlboro Skyline

Variant Lexical Features

Marlboro Skyline Simple Vocabulary Potency

The slogan of Marlboro skyline is cool menthol, cool finish. The slogan was clear and simple so the advertiser used simple vocabulary in Marlboro skyline. The advertiser was smart to choose memorable word. Everyone who read the slogan will remember easily. Then, Marlboro Skyline used potency feature. The slogan meant that consumer would get cool menthol sensation until the last puff.

j. Lexical Features of Marlboro Blend No. 54

Variant Lexical Features

Marlboro Blend No. 54

Weasel Word Simple Vocabulary Potency

Marlboro Blend No. 54 is the last cigarette slogan in this research. There were three lexical features appeared in Marlboro Blend No. 54. Weasel word appeared in the slogan, richer, bolder. People would have a question after watch or read the slogan, “Can somebody tells the meaning of richer and bolder related to the product?” The slogan also used simple vocabulary. The last was Marlboro Blend No. 54 used potency. The advertiser wants to introduce new variant of

Marlboro cigarette which the ingredients and taste of cigarette were richer and bolder than other variants.

2. The Syntactic Features of Marlboro Cigarette Advertisement Slogans Based on Grey (2008) theory, there are two kind of linguistic features. They are lexical feature and syntactic feature. The lexical features focus on diction of language style, while the syntactic features focus on the grammar. The syntactic features show the simplicity language style should be used in the advertisement. The result of the analysis of syntactic features in Marlboro cigarette advertisement slogans described in The Table 4.2

45

Table 4.2 The Syntactic Features in Marlboro Cigarette Advertisement Slogans

Variant Short Sentence

Long Noun Phrase

Ambiguity Use of Imperative Simple and Colloquial Language Present Tense Syntactic

Parallelism Association Ellipsis

Incomplete Sentence

Marlboro 1924      

Marlboro 1950   

Marlboro 1977     

Marlboro Gold

Pack 100’s    

Marlboro Blue Ice    

Marlboro Black     

Marlboro Lights   

Marlboro Earth   

Marlboro Skyline     

Marlboro Blend

a. Syntactic Features of Marlboro 1924

Variant Syntactic Features

Marlboro 1924

Short Sentence

Ambiguity

Present Tense

Association Ellipsis

Incomplete Sentence

The slogan of Marlboro 1924, Mild as May used six syntactic features. One of them was short sentence. The use of short sentence in slogans is to make it more clearly so it could be understood by the people easily. Short sentence is easy to grab people’s attention to the advertised products. The slogan used ambiguity too. There are two type of ambiguity; they are lexical ambiguity and grammatical ambiguity. The slogans used lexical ambiguity. In Marlboro 1924, Mild as May could make people confused with the word May because the word May could mean month or possible. The other syntactic feature was present tense. Present tense can be used whenever the advertisement published because it looks real whenever the audience see or hear. Grey (2008) states that a present tense implies a universal timelessness. It also happened in Marlboro 1924.

The association feature indicated in Marlboro 1924, Mild as May. The slogan showed that mild associated with May although they were two different things. The advertisers wanted to tell that Marlboro cigarette was very mild so it could be smoked by women. According to Grey (2008) association is the way how advertisers connect a positive side of a product to something else. The advertisers use association when they use word as or like. The word as or like can

be conjunctions to connect the specialty of the products to the things which are familiar in the daily life in order to gain audiences’ willingness and interest.

Ellipsis also appeared in Marlboro 1924. Ellipsis is used to create informality language by omitting some parts of the structure without influencing the meaning of the language. There were four slogans of Marlboro cigarette advertisement slogans used this feature. Actually the grammatical rules of Mild as May should be “You will find mild sensation as may if you smoke Marlboro cigarette.” The use of ellipsis in that slogan was to make the slogan simple and interesting. The slogan of Marlboro 1924 also used incomplete sentence which the structure of the slogan was not complete. Actually the grammatical rules should be “You will find mild sensation as may if you smoke Marlboro cigarette.”

b. Syntactic Features of Marlboro 1950

Variant Syntactic Features

Marlboro 1950 Short Sentence Present Tense Incomplete Sentence

The filter cigarette with the unfiltered taste is the slogan of Marlboro 1950. This slogan used short sentence, present tense and incomplete sentence. The slogan of Marlboro 1950 was very simple but easy to be understood by audience. Then, Marlboro 1950 also used simple present tense although the slogan published in past tense. It was to make the slogan looked real whenever people watch or hear. Besides, the advertiser used incomplete sentence in this slogan. Using incomplete sentence was good way to deliver the message to audiences because if the slogan use complete sentence, the audience will not pay attention.

c. Syntactic Features of Marlboro 1977

Variant Syntactic Features

Marlboro 1977

Short Sentence

Use of Imperative

Present Tense

Syntactic Parallelism

Incomplete Sentence

Five of syntactic features appeared in Marlboro 1977 slogan. As the slogan before, Marlboro 1977 used short sentence to make it clear and easy to remember when people read or hear. The slogan itself is come to where the flavor is, come to Marlboro country. The slogan was not only used short sentence but also used present tense. The slogan was published in 1977 but the advertiser used present tense because the advertiser wanted to give pictorial of real situation whenever the audiences read it. Moreover, most of advertisers use syntactic parallelism in written advertisement. The slogan of Marlboro 1977, Come to where the flavor is, come to Marlboro countryused imperative feature. The word comeindicated that the consumers should consume Marlboro cigarette which had good taste.

The use of syntactic parallelism appeared in the slogans. The advertiser used the word come as syntactic parallelism. The repetition was in similar word come. The use of syntactic parallelism feature in Marlboro 1977 slogan was to make the slogans more interesting. The incomplete sentence feature also appeared in Marlboro 1977. The slogan should be “If you want to come to where the flavor is, you have to come to Marlboro country.”

d. Syntactic Features of Marlboro Gold Pack 100’s

Variant Syntactic Features

Marlboro Gold 100’s

Sort Sentence Ambiguity Present Tense

Incomplete Sentence

At least, four of syntactic features appeared in Marlboro Gold Pack 100’s slogan. The slogan, The Longhorns come to Marlboro countryused short sentence and present tense. Besides, ambiguity also appeared in this slogan. The word Longhorns would make people doubtful because the real meaning of Longhorns was a type of cow from Texas, United State which was big, tall, and strong. In this case, the advertisers used the word Longhorns to show their new product which different from the other variants of Marlboro cigarette. The cigarette was taller and bigger than other variants. The use of the word Longhorns in the slogan was to make it good and interesting. Other syntactic feature which appeared in this slogan was incomplete sentence. If the slogan used complete sentence feature should be “The Longhorns come to Marlboro country so you must try new Marlboro new variant which taller and bigger cigarette like Longhorns.”

e. Syntactic Features of Marlboro Blue Ice

Variant Syntactic Features

Marlboro Blue Ice

Sort Sentence

Use of Imperative

Present Tense

Incomplete Sentence

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,

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Appendix

THE IMAGES OF MARLBORO CIGARETTE SLOGANS

(Marlboro 1924) (Marlboro 1950)

(Marlboro 1977) (Marlboro Gold Pack 100’s)

(Marlboro Blue Ice) (Marlboro Black)

(Marlboro Lights) (Marlboro Earth)

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THE SLOGANS OF MARLBORO CIGARETTE ADVERTISEMENT Variety Slogan

Marlboro 1924 Mild as May

Marlboro 1950 The filter cigarette with the unfiltered taste.

Marlboro 1977

Come to where the flavor is, come to Marlboro country.

Marlboro Gold Pack 100’s The Longhorns come to Marlboro country.

Marlboro Blue Ice Open the new world of fresh taste.

Marlboro Black Be Bold, Get Black.

Marlboro Lights The spirit of Marlboro in a low tar cigarette.

Marlboro Earth Mother earth needs you.

Marlboro Skyline Cool menthol, cool finish.

Marlboro Blend No. 54 Richer, Bolder.