Semantic Analysis of Fast Food Advertisement Slogans Chapter III V
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CHAPTER III
RESEARCH METHODOLOGY
3.1 Research Design
In this research,the reseacher applied descriptive qualitative approach.
Bogdan and Biklen (1992:30), states that qualitative research is descriptive data.
Qualitativeresearch means to find out how a theory works. It is as direct source of
the data and the researcher is the key instrument,qualitative means to find out how
a theory works in different phenomena whose data collected are in the form of
words.
According to Bodgan and Biklen (1982), Qualitative research has the
following five features: (1) the natural setting is the data source and the researcher
is the key data-collection instrument; (2) it attempts primarily to describe and only
secondarily to analyze; (3) the concern is with process, that is, with what has
transpired, as much as with product or outcome; (4) its data are analyzed
inductively, as in putting together the parts of a puzzle; and (5) it is essentially
concerned with what things mean, that is, the why as well as the what. In the
qualitative research, the researcher is the most important collector data instrument.
Descriptive design is a simply describes what is going on what data shows.
The reseacher using descriptive qualitative because it just focuses on the natural
semantics of the data. In the other words,how a theory works in different
semantics phenomena. The purpose of using the descriptive design is simply
because through this design,the fact of the area of interests is able to gather and to
describe of means in advertisements slogans. Thisresearch is designed with a
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single case system,where it is always conducted in Semantics Analyis in Fast
Food Advertisements Slogans.
3.2 Data and Source of Data
Bogdan and Biglen, (1992:106) stated that data show is defined as the
rough material collected by the reseachers from the world they are studying form
in the basis of analyis data in qualitative research.
3.2.1 Data
The data of of this research is text which is Fast Food Advertisements
Slogans of KFC,Wendy‟s,Pizza Hut,Dunkin‟ Donuts,Mc Donald‟s, Burger King,
J.CO, AW, Starbucks, and BreadTalk. The data are taken from the internet,
banners, and billboards.
3.2.2 Source of Data
The Source of Data of this study are Fast Food Advertisement slogans.
Which are taken from several sources such us
internet, www.youtube.com,
www.fastfood.advertisementsslogans.com, www.bestslogans.com , banners, and
billboards. The reseacher used purposive sampling to choose some Fast Food
Advertisement slogans . The reason for choosing the Advertisements are related to
a project research; that is to find out the differrences of conveying the semantics
means in each Advertisements Slogans. The data source of the study are Fast
Food Advertisement Slogans,they are ;
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Figure 3.1. The data source of the study are Fast Food Advertisements
Slogans
No
1
Source
KFC(1)
Slogans
KFC(2)
KFC(3)
KFC(4)
KFC(5)
KFC(6)
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KFC(7)
2
Wendy‟s(1)
Wendy‟s(2)
Wendy‟s(3)
Wendy‟s(4)
Wendy‟s(5)
Wendy‟s(6)
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Wendy‟s(7)
3
Pizza Hut (1)
Pizza Hut (2)
Pizza Hut (3)
Pizza Hut (4)
Pizza Hut(5)
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4
Dunkin‟Donuts(1)
Dunkin‟Donuts(2)
Dunkin‟Donuts(3)
Dunkin‟Donuts(4)
Dunkin‟Donuts(5)
Dunkin‟Donuts(6)
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Dunkin‟Donuts(7)
5
Mc Donald‟s(1)
Mc Donald‟s(2)
Mc Donald‟s(3)
Mc Donald‟s(4)
6
Burger King(1)
Burger King(2)
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Burger King(3)
Burger King(4)
7
Burger King(5)
J.CO(1)
J.CO(2)
J.CO(3)
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8
AW(1)
AW(2)
AW (3)
AW (4)
9
Starbucks (1)
Starbucks (2)
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Starbucks (3)
Starbucks (4)
10
BreadTalk (1)
3.3 Technique of Data Collection
The data are collected by applying descriptive reseacrch a analyze to
describe types of meaning in Fast Food Advertisement slogans.The techique of
the data is using qualitative research method , in this research is collected some
advertisements slogans and they are related to analysis and history. This research
is conducted documenter source it browsed historical data taken from Fast Food
Advertisement slogans.
The advertisement are taken from the selected published collectionFast
Food Advertisement slogans. By using a documentary technique the researcher
will do the data collection. The technique of data collection in this research are
shown bellow,the Types of Meaning inFast Food Advertisement slogans,dived
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into seven type of meaning,there are; Conceptual, Connotative, Affective,
Collocative, Stylistic, Reflective, and Thematic.
The process of collecting data goes along with some procedures. The
writer follows some stages below:
1. Preparing investigation or choosing the data source (observing).
The writer did the library research and searched the homepages as well as website
for some selected references, print advertisements, internet, banners and
billboards. .
2. Collecting the data (fast food advertisement slogans).
In this process, the collected food fast advertisement slogans. The food fast
advertisement slogans are downloaded from website then they are transcribed to
phrases and clauses, and were categorized into type of fast food. The data are
taken
from
several
sources
such
as
,banners,www.fastfood.advertisementsslogans.com,
internet
www.youtube.com
www.bestslogants.comand
billboards.
3. Choosing the data
In this process, the data collected are the slogans concerning with textfast food
advertisement slogans. The 10 fast food advertisement slogans are chosen as
thedata. Then, the data are classified theory of Leech (1983) that classified Seven
Types of Meaning, they are Conceptual meaning, Connotative meaning, Social
meaning, Affective meaning, Reflected meaning, Collocative meaning, Thematic
meaning.The classification data is purposed to find out the difference of the
characteristic and the effects are made in the slogan.
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3.4 Technique of Data Analysis
In analysing of the data, the prosedures techique used is a descriptive
analysis to draw semantics in selected from Fast Food Advertisements Slogans
and it is analyzed by comparing what happened during all phenomena involved
are related to the theories of semantics.
The data are analysis by using interactive models. According to Miles
Huberman and Saldama (2014) the analysis of qualitative data is organized
around these processess,they are:
1. Data Condesation
Data Condesation refers to the process of selecting,focusing,simplying,
abstacting and transformating.
a. Selecting means the way to choose the best or most suitable data. In this
research, the reseacher chose the best data selection based on the data. The
reseacher selected the fast food advertisment slogan has written text based
on seven types of meaning in Semantic.
b. Focusing means to pay in the particular attentionto the suitable data. In
this research, the selected advertisments slogans are focus to describe the
seven types of meaning in fast food advertisements slogan.
c. Simplifying means make the data simpler or easier to understand. In
taking of some texts and then giving them some codes,for the italic and
bold texts or clause in the criteria call as when it has foundthe text or
words. it n this research, the reseacher is simplied the types of meaning
process.
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d. Abstracting means to consider the data theoritically or seperately. In this
research, the reseacher only used the data which is based on the existing
theories about Types of Meaning (Geoffrey Leech Theory).
e. Transforming
Transforming means to make a through or dramatic change in the form and
appearance. The reasecher is transform the types of meaning. Transform means
making a types of meaning. In this section can be seen in appendix and also
continued in the data display used cluster to make the mass grouping,there has
been made based on the data that requires transforming the data.
It means that this data transforming her that is almost compete of the data
then the most complete would be used in the data dispay that there were became
united between the used of clauses and it could be seen Appendix.
2. Data Display
Data Display is an organized assembly of information that permits
conclusion drawing.Generally,a display is an organized that allows conclussions
drawing the table and action in text advertisements slogans,the process of reading
,analyze,had been selected through fast food advertisements slogans that contains
the data for analysis. The Data display are displayed in tables based on the types
or classification of the data:
a.
b.
c.
d.
Images
Table
Flowchart Conceptual Framework
Grafic
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3. Conclusion Drawing
Conclusion drawing, the reseacher conclude the types of meaning used in
fast food advertisements slogan . Conclusion drawing can be learn through
decuding what the data means or finding after reading the display in this study.
-
Counting the percentage of each types of meaning used infast food
advertisements slogan and Describing the dominantly of types of meaning
in fast food advertisements slogan.
-
To described and analyis the represent the company in types of meaning
found Fast Food Advertisements Slogans.
Analyzing data is one of steps conducted by the writer. Analyzing data is
carried out with the purposes of analyzing the collected data in order to clarify the
theory applied. The data analysis is conducted by classifying the slogans to their
meaning‟s type. Then, the data classification will be analyzed based on Leech‟s
theory. By examining the types of meaning of each word; it can be found the
features of meaning build the characteristic of the slogans.
Figure 3.2. Source Data Analysis the Types of Meaning in Fast Food
Advertisement Slogans
No
Data
Advertisements
Data (Text)
Types of Meaning
Slogans
KFC
“It‟s finger lickin‟
good”
Reflected
meaning
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Data I (Source) :Analysis the Types of Meaning in KFC
The analysis of Data I in Kfc, “It‟s finger lickin‟ good” the meaning of the
text are finger has two meaning finger as noun and finger as verb. Finger as
noun,it is mean any of the five parts at the end of each hand. Finger as verb,it is
mean touch or feel your fingers. So,in the analysis,the writer using finger as the
verb,it is relevant when the writer writing and look the picture as the data,the
images support the analysis.
The basic meaning of good is having the right or desired qualities;
adequate, and (of a thing) reliable, efficient. This makes good proper to embellish
nouns which have high level of fashion or style or quality or type of a product.
Besides the basic meaning, there are still many adjectives used to define the
adjective, like enjoyable, agreeable, considerable, beneficial, valid, sound, right,
and proper. These multiple definitions determine that (1) good can modify a about
taste, pleasent,enjoy with the prduct food, (2) Good is high quality of the product.
Combined with lexical meaning we have known about good, it becomes
their favorite adjective. By using good, the advertisers tell that: our products are
good ones compared with others. And the buyers would also pay attention to these
slogans with good contained.
In text data it is press release, KFC said “In line with its spirit of
innovation, KFC Hong Kong unveils their new „Finger Lickin‟ Good Edible Nail
Polish‟ range, keeping the brand literally at their customers‟ finger tips while
savoring their delicious signature chicken. This limited edition edible nail polish
was created as a tribute to the world famous “It‟s Finger Lickin‟ Good” slogan.
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The types of meaning in data Kfc, “It‟s finger lickin‟ good”,is Reflected
Meaning. The reason, Reflected
meaning is the meaning which a kind of
ambiguity meaning. “It‟s finger lickin‟ good”, this is a famous slogans for Kfc‟s
food product, finger lickin‟ it is together with the occurrence of an adjectival
compound as a new word,there appears metonymy here with the connection
finger lickin‟, it is common knowledge that after finishing eating, something
delicious, sometimes people may lick or suck their fingers.
Reflected Meaning It refers to terms which have more than one meaning
surfaces at the same time, so there is a kind of ambiguity. It is as if one or more
unintended meanings were inevitably thrown back rather like light or sound
reflected on a surface.
“It‟s finger lickin‟good!” it is not indicate,because the word phrase refers
to “ It‟s finger licking good‟‟, good In the advertising slogans, this point is
particularly critical because advertisement is performed in pubic, it must use right
adjectives to make good advertising effect come true.
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CHAPTER IV
DATA ANALYSIS AND FINDINGS
4.1 Data Analysis
The data analysis of this study are the types of meaning in slogans text of
Fast Food Advertisement Slogans. The data are analyzed by seven types of
meaning. The seven types of meaning is conducted by using Semantics (the study
of meaning) theory by G. Leech (1983). The data are divided into Seven Types of
meaning,they are; Conceptual meaning, Connotative meaning, Social meaning,
Affective meaning, Reflected meaning, Collocative meaning, and Thematic
meaning. The data source of the study are Fast Food Advertisements Slogans,
they are ;
4.1.1 Seven Types of Meaning in Analysis Fast Food Advrtisement Slogans
4.1.1.1 Conceptual Meaning in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Conceptual Meaning in Fast
Food Advertisement Slogans , as it can be seen table 4.1
Table 4.1 Conceptual Meaning in Fast Food Advertisement Slogans
Data
Kfc (2)
Slogans
Explanation
Tastes is delicious, rich, spicy,
flavour. Tastes so good can be
considered as a hyperbole, it
exaggerates the tastes so good of
Kfc‟s products.
Based on the meaning, the most
suitable meaning of the slogans
symbol used to represent something,
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Kfc (5b)
Kfc (6a)
in this case, so good tastes and this
“Today tastes So good” meaning refers to the actual meaning
of the sign thus,indicates Conceptual
meaning.
Both
meanings
are
completely different and they come
from different word classes too.
tastes so good is having the right or
desired qualities; quality type of
product.
The basic meaning good is a solution
for that is having the right or desired
qulities and (of a thing) reliable,
efficient. Like enjoyable to solution of
problem. Based on the characteristics
of conceptual meaning, the logical of
slogans, There is a good solution for
that, it is a good meaning, actual
meaning for product slogans.
“There‟s A So Good
„good‟ is a high quality product make
Solution For That!”
the readers pleasent, enjoy with the
product.
Tasty has many meaning,such us:
delicious, rich, spicy, flavour. Tasty in
Kfc( 6a)“So tasty”
the phrase it is important and or good
for the readers, because this
advertisements slogans is a good, the
best slogans for persuade the humans.
Tasty can be considered as a, it
exaggerates the tasty of Kfc‟s
products.
Kfc (6b)
Kfc (6b)“So good”
Kfc (6b)So Good, in data text of Kfc,
the meaning of good is a high quality,
very exam results, pleasant that you
enjoy or want, able to do something
well. Behavior which is morally right
or acceptable. Semantic/Discourse
features is Hyperbole.
Good is used most frequently in
advertising slogans.
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Kfc (7a)
Wendy‟s
(3)
Wendy‟s
(4)
“Great Tastes”
Great is a very good in ability or
quality,healty fine.
Semantic/ Discourse features :
Hyperbole.
Great is described the quantity of
food; bigger, great is used in the
adverisement slogans to persuade the
readers.
Great Tastes of Kfc‟s products in
slogans is exaggerates
Better is more good, excellent,
pleasant, it is the best of having
admirable, pleasing, superior, or
positive qualities
“ waaaay better”,
Better is persuade the reader for enjoy
with product fast food.
It's waaaay better than
fast food... It's Wendy's
“You know when it‟s
real”
Wendy‟s
(6)
“Now that's better”
Based on the characteristics and
logical real in the text data can
persuade the reader. Because Use real
in text slogans to satisfy and claim the
beliefe that they only make real
product and faux ones never.
Better is more good, excellent,
pleasant, it is the best of having
admirable, pleasing, superior, or
positive qualities. Based on the
c`haracteristics
of
conceptual
meaning, based on logical, the
synonym of better can be influence the
reader for enjoy with the product‟s
food.
Better is persuade the reader for enjoy
with product fast food.
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Great as a adjective it is (1) a very
large in size,quantity or degree,of
importance, (2) very good in ability or
quality, (3) very good or pleasant, (4)
important and impressive.
Great in the slogans is a make the
readers feel happy and good when try
the fast food produt slogans. Make it
great in pizza hut product is actual
meaning for persuade the readers.
Pizza Hut
(2)
“Make it Great”
Flavor on the text data slogans flavor
as noun is taste. Flavor has many
meaning,such us: delicious, rich,
spicy, flavour, it is a especially
meaning for persuade the readers.
a substance or extract that provides a
particular taste; flavoring it is the
means of characteristic quality of a
thing favor.
Pizza Hut
(4)
“the Flavor of Now”
Pizza HuT
(5)
Dunkin‟Do
nuts
“Gather‟Round the
Good Stuff!”
Based on the characteristics of
conceptual
meaning,
refers
„logical,cognitive,denotative‟, Good as
adjective it is a really meaning, a high
of quality, pleasant; that your enjoy or
want. Behavior which is morally
right or acceptable. Semantic/
Discourse features is Hyperbole
Good is used most frequently in
advertising slogans.
Enjoy your moment is get pleasure, be
happy, be lucky to have something
good it moment. This product slogans
is a good persuade the readers for try
the fast food slogans, it is a good and
actual meaning on advertisement
slogans.
“Enjoy your moment”
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Dunkin‟Do
nuts
“Tastes of Good
Moments”
Burger
King(1)
In the data analysis, Tastes so many
meaning, such us: delicious, rich,
spicy, flavour.
Tastes of
good moments in
Dunkin‟Donuts slogan is a good
advertisement slogans for the persuade
the readers. Where the readers have
many problem and try to food the
products, the reader will feel enjoy and
good.
“Taste” is delicious, rich, spicy,
flavour.
The semantics features use in the
slogans is Hyperbole
„Better‟ is suggests that fast food
advertisement slogans has some higher
quality tahn competitors.
“It Just Tastes Better”
Starbucks
(1)
Best as a adjective, (1) it the most of
excelent type or quality, (2) it most
enjoyable;happiest.
Semantics/
Discourse features in the slogan is
Hyperbole.
Best as a adjective, (1)it the most of
excelent type or quality. For the
example; the best dinner i have ever
tastes. (2) it most enjoyable;happiest.
“The best coffee for the
„Best‟ suggest the fast food product,
best You”
supreme quality that there is nothing
comparable to their products.
Starbucks
(2)
It
means that
Delicious as a
adjective,is having a very pleasant
taste or smell.
Semantics features in the text slogans;
Hyperbole.
Delicious , rich, spicy, flavour, it is a
especially meaning for persuade the
readers.
“A Delicious Way”
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Starbucks
(3a)
3a) “Want Some?
Get Some”
Starbucks
(3b)
3b) “Receive S25
Starbucks Gift Card
When You Refer A
Friend”
Starbucks
(4)
BreadTalk
(1)
When we want some, we can get
some, it is a good product slogans for
persuade the readers,get used receive
something and obtain something.
“Receive S25 Starbucks Gift Card
When You Refer A Friend” it means
that Gift is a naturally ability to speak
and persuasively.It means refer to
something mentioned about ; (1)to
describe or be connected to something,
(2) look at something or ask a person
to something information
This fast food product is persuasive
the consumen with gift card as the
concept of product„s buy until the
readers feel enjoy.
Best as a adjective, of the most
excellent or desirable type or
quality,most enjoybale,and the most
excellent. It is the best seller from fast
food product‟s.
Starbucks is the Best product when we
want to enjoy with our part day, the
adviters using text slogans “Here‟s to
the best part of your day” because the
“Here‟s to the best part product use for persuade the readers
until want to buy the product of fast
of your day”
food and can be enjoy with their day.
Delicious is a good food, Definition of
delicious is affording great pleasure,
Adjective
“delicious”
“freshly”,
Delicious as a adjective, is having a
very pleasant taste or smell.
Based on logical and actual meaning
delicious , rich, spicy, flavour, it is a
especially meaning for persuade the
“BreadTalk Delicious readers.
Freshly baked”
Based on the characteristics of conceptual meaning, slogans in fast food is
combine with meaning. In order to make the fast advertisement slogans it is the
best and interest on conceptual meaning. Where conceptual is refers to logical,
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cognitive, or denottive. Denotative is the meaning that can be found in the
dictionary meaning which indicates the concepts. A
language which
communicated by other means than by conceptual meaning.
The function of language in fast food advertisement slogans is a very
important to the slogans, lexical meaning combined with conceptual meaning, we
know about the best seller for perssuasive the consemen. Becomes their favorite
of adjectivical in slogans persuade, such us; tastes so good, so tasty, so good,
great tastes, better, flavor, tastes better, best, and delecious. Conceptual meaning
in fast food advertisements slogans is the exaggeration effect was achieved by
hyperbole. The phrase of data analysis slogans tastes so good, so tasty, so good,
great tastes, better, flavor, tastes better, best, and delecious are important and or
good for the readers, because this advertisements slogans is a good, it is the best
slogans for persuade the humans.
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4.1.1.2 Connotative Meaning in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Connotative Meaning in Fast
Food Advertisement Slogans , as it can be seen table 4.2
Table 4.2 Connotative meaning in Fast Food Advertisement Slogans
Data
Pizza
Hut
Slogans
“Our Crowning Glory”
Pizza
Hut
“The Crown Crust Pizza”
Kfc
“it‟s finger lickin‟ good”
Explanation
Crowning/ˈkraʊnɪŋ/ noun
1.
(obstetrics) the stage of labour
when the in fant's head is passing
through the vaginal opening
crown /kraʊn/ noun 1. an
ornamental headdress denoting
sovereignty, usually made of gold
embedded with precious stones 2.
a wreath or garland for the head,
awarded as a sign of victory,
success, honour, etc.
Crowning in text slogans is not
denote meaning, crown is a
special sign for king but,in
product fast food text slogans
using crown for food. It real
connotative meaning as a literal
meaning.
Crown in the text data is put a
crown on a new king or queen.
the stage of labour when the
infant's head is passing through
the vaginal,as making something
perfect or complete (special).
Crown in text slogans is not
denote meaning, crown is a
special sign for king but,in
product fast food text slogans
using crown for food. It real
connotative meaning as a literal
meaning.
“It‟s Finger Lickin‟ Good”
slogan. their new „Finger Lickin‟
Good Edible Nail Polish‟ range,
keeping the brand literally at their
customers‟
fingertips
while
savoring their delicious signature
chicken.
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AW
“Orange Peach Magic”
Aw
“Signature Dishes”
Kfc
“I ate the bones!”
Kfc
“Chicken sad?”
„Magic‟ is the art of producing
illusions as entertainment by the
use of sleight of hand, deceptive
devices.
In the data used “Orange Peach
Magic”
as a product‟s food
slogans, it is a really literally
meaning for persuade the reader
until the reader is enjoy with the
product‟s food.
Signature /ˈsɪɡnɪtʃə/ noun is the
name of a person or a mark or
sign representing his name,
marked by himself or by an
authorized deputy.
Based on the characteristics of
connotative meaning, actualy the
signature use in paper, but in this
context signature use in fast food
product slogans. It is a really a
literal meaning.
The analysis of text data slogans,
“I ate the bones!”It means that
data text Bones in the phrase is a
literal meaning, give a meaning
expressions.
Based on characteristics of
connotative meaning, Bones is
use of nonhuman, but in context
bones eaten by human.
Based on the characteristics of
connotative meaning “Chicken
sad?”, is associates of words a
literal meaning, it means that the
product‟s food gives a connotes is
the claim of the product‟s food.
Actually, chicken is nonhuman,
but in the context, chicken give
personal feeling.
The Connotative Meaning in the analysis text data slogans This kind of
meaning is beyond the conceptual/denotative meaning of words. It is attached to
the dictionary meaning of words
(what is communicated by virtue of what
language refers to) It refers to the associations that are connected to a certain word
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or the emotional suggestions related to that word. The connotative meanings of a
word exist together with the denotative meanings.
Connotative meaning is very commonly interpreted meaning due to its
nature. It associates attributes ofwords to their literal meaning. For instance, a
popular cooking of product fast food on brands‟ slogan: in data Pizza Hut; crown,
crowning, Aw; magic, signature dishes, tender platters, blow, ate the
bones,boneless is the best connect of product slogans. Connotations of the same
word make the slogan very effective and powerful. In this slogan, the slogans of
the product is being presented in a poetic way. Literally, it falls under the category
of stylistic meaning but by owing to its multiplicity of meaning theresearchers
discuss it here.
The slogan becomes meaningful with its different connotations to different
sorts of audience. The target reader ship of such slogans remains mothers who are
the biggest consumers. Such kinds of slogans with their effective connotations
really inspire them.
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4.1.1.3 Social Meaning in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Social Meaning in Fast Food
Advertisement Slogans , as it can be seen table 4.3
Table 4.3. Social Meaning in Fast Food Advertisements Slogans
Data
Kfc (1)
Slogans
“It‟s Finger lickin' good”
McDonald
(3)
“I‟m gainin‟ it”
McDonald
“I'm lovin' it”
Explanation
“It‟s finger lickin‟ good”, this is
a famous slogans for Kfc‟s food
product, finger lickin‟ it is
together with the occurrence of an
adjectival compound as a new
word, there appears metonymy
here with the connection finger
lickin‟, it is common knowledge
that
after
finishing eating,
something delicious, sometimes
people may lick or suck their
fingers.
Semantic/ Discourse features is
Slang. Slang in context is based
on the characteristics of social
meaning.
“I‟m gainin‟ it” , gain as a verb
where gain is obtain wanted and
needed;
experience
is
an
adventage and gaining is a obtain
for wanting something.
“I‟m gainin‟ it” inSemantic/
Discourse features is Slang as the
fact, based on the characteristics
of sosial meaning.
Lovin‟ indicated (slang)
Loving
Love
Love as noun (1) strong feeling of
deep affection for food, (2) like
very much.
Polysyllabic is lovin‟ => loving
Semantic/Discourse features is
Slang. “I'm lovin' it”is based on
characteristics of social meaning
is a language slang.
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Based on the characteristics of social meaning, The Analysis in Data of
gennetive place:
a) America
Subject
Runs
On
Verb
Prepotition
Dunkin
Bread
(as noun) (move using your legs, (into a position covering) (name of product
Going faster then when you walk )
fast food)
In Social Meaning, “America Runs On Dunkin”,
America /əˈmɛrɪkə is Person from Amerika ,
1) of or relating to the United States of America, its inhabitants, or their form of
English
2) of or relating to the American continent.
b) “America Eats A Lot Of Dunuts”
America
Eats
A Lot Of
Dunuts
Subject Verb (strong form) large number or amount
(as noun)
(Indefinite article)
object
(as a product fast food)
(put food into your mouth and swallow it)
America is Person from Amerika ,
1) of or relating to the United States of America, its inhabitants, or their form of
English
2) of or relating to the American continent .
The focus of characteristics in Social meaning, they are:
Social meaning is the meaning which an expression conveys about the
contexts or social circumstances of its use. It chiefly includes stylistic meaning of
an utterance. It is the formality of the expression.
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a. What a piece of language conveys about the social circumstances of its
use.
b. Dialect: the language of a geographical region or of a social class.
c. Time: the language of the 18th c., etc.
d. Province: language of law, of science, of advertising, etc.
e. Status: polite, colloquial, slang, etc.
f. Modality: language of memoranda, lectures, jokes, etc.
g. Singularity: the style of Dickens, etc.
This type of meaning deals in slogans with socially acquired and
communicated meaning by the social community. It differs from person and place
to place. It,sometimes, varies among age groups. A prominent is tance of social
meaning. In advertisement slogans,
effectively used the languange which
stylistically addresses the target audience and entails sosial assosiative meaning.
4.1.1.4 Affective Meaning in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Affective Meaning in Fast
Food Advertisement Slogans , as it can be seen table 4.4
Table 4.4. Affective Meaning in Fast Food Advertisement Slogans
Data
Kfc
Slogans
“Must Love Dem Chicks”
Explanation
Based on the characteristics of
affective meaning, “love” in the text
as noun , the meaning of the love is a
strong of feeling deep affection for
the product fast food.
Love is a Personal feelings, The
analysis of data, the language of the
slogan suggests owning the product
to the viewers.
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Kfc
ChickenSad?
Pizza Hut
“Daddy Loves his
pepperoni”
Dunkin‟D
onuts
“Be Happy”
Dunkin‟D
onuts
“Don‟t Worry”
Sad as adjective, that means is
feeling unhappy (personal feeling
when feel sad), sad (adjective) as
down as the reflection of someone‟s
feeling that arises because of product
food . From both meanings, the most
suitable meaning for the ambiguous
word down is in a lower or less in
some value because it refers to the
actual meaning, in this case, it
reflects the user‟s confidence that
increased after the use of this
product. Lexical meaning factor that
makes down lexical ambiguity is
Homonymy.
Loves as noun (1) strong feeling of
deep affection for food, (2) like very
much.
The analysis of data, the language of
the slogan suggests owning the
product to the viewers.
- Daddy have feel happy and enjoy
when like pepperoni
- Based on characteristics of
Affective mreaning, the slogan is
used feel like and love to product
slogans (personal feeling) make
the readers enjoy with the fast
food product.
Happy is a good feeling good and
give a good expression.
Based on characteristics of affective
meaning, Happy is expression a
personal feeling when the readers
like with the something.
The meaning of the text
data“Don‟t Worry” is the readers
will be fine when feel enjoy eat the
food. The readers is do not be
anxious about something problems.
So based on the context, product of
this fast food is good to food for
finish our problems.
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McDonald
(2)
“I'm lovin' it”
McDonald
(4)
“If I‟m Lovin‟ it, Then
I‟m Eating at
McDonald‟s”
Burger
King(1)
“It‟ll Blow Your Mind
Away”
Lovin‟
Loving
Love
Love as noun (1) strong feeling of
deep affection for food, (2) like very
much.
Based on the characteristics of
affective meaning, it is a really
feel love to the fast food product.
It refers to the personal feelings
to personal feeling to prododuct‟s
food , the slogans also good give
response and influence to readers.
The analysis of data slogans
McDonald,
lovin‟ =>loving
the meaning of love is a strong
feeling deep affection for something.
loving as adjective,that means
feeling or showing love for
something.
- Reflection
- Feeling love or like to fast food
product.
Based on the characteristics of
affective meaning, it is Reflecting
the personal feelings of the speaker,
including his attitude to the listener,
or his attitude to something he is
talking about;
- The Illustration blow in the
advertisements slogans is consist,
if the someone/ reader have many
problem (personal feeling), and
try to food the product of fast
food.
- So, the readers can be enjoy and
feel happy beacause what the
reader think/mind is lose and had
been blow.
Blow is can give to move something
to moved by the wind, somebody
bearth. Mind as noun is a part of a
person‟s brain, it is can to make our
problems lose when we try to food
this product.
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Burger
King(2)
“We Heard you Like
Burgers”
JCO
“Take A Bite For A
Glazzier Smile”
McDonald
Like as a verb, like is to find
something pleasant, attractive or of a
good enough standard, to enjoy
something.
Based on the characteristics of
affective meaning:
- personal feeling
- like to product‟s burger
- want to eat
Smile as noun is a expression of the
face with the corners of the mouth
turned up, showing amusement,
happiness.
Based on characteristics of affective
meaning cab give the good
expression in product‟s JCO.
Semantic/Discourse features is Part
of idiomatic phrase: put a smile on
someone‟s face
Based on the characteristics of
affective meaning, it is Reflecting
the personal feelings of the speaker,
including his attitude to the listener,
or his attitude to something he is
talking about;
„Angus‟ is a feeling worry about the
situation,and get yours today is a
something feel to enjoy with the
good expression.
“The Angus Third
Pounder...Get Yours
Today!”
In text data analysis, the reseacher based on the fact of characteristics
affective meaning, it refers to the speaker‟s or writer‟s attitute or feeling towards
what is said. It also belongs to exlamatory feelings of the speaker/ writer. It is a
very important sort of assosiative meaning which directly effects on the listener/
vviewers response.
Affective meaning in advertisement sogans, it is the actually speak out
their own attitudes towards the products and do to the assosiation of emotive
meaning try to spawn a world view, means; the advisters invite the consumer to
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buy the product. The language is used advertisements in affective meaning for
suggest owning the product to the readers. The slogans are like to suggestion
and claims. Affective meaning is a good reality to influence the readers.
Language is used by words can inspired and it shows the effectiveness of this
strategy used by advertisement slogans to win the readers‟ heart.
4.1.1.5 Reflected Meaning on Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Reflected Meaning in Fast
Food Advertisement Slogans , as it can be seen table 4.5
Table 4.5. Reflected Meaning in Fast Food Advertisement Slogans
Data
Wendy‟s
(3)
Slogans
Explanation
“It's waaaay better than fast
food... It's Wendy”
(shock) it is missspelled, The insertionof the sound
impression of the product
enhances
its
efficacy and
acceptability. Miss-spelling is a
common trait among the youth in
their written discourse. Such an
“It's waaaay better than fast expression touches the target
audience as the youth habitually
food... It's Wendy”
consume fast food.
McDonald
Billions and bilions is a number
one thousand million to served
what the consement want.
Semantic/Discourse features is
Hyperbole. Such an expression
touches the target audience as the
youth habitually consume fast
“Billions and Billions
food.
Served”
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Wendy‟s
(7)
“It's waaaay better than fast
food...
(shock) it is missspelled, The insertion
of the sound impression of the
product enhances its efficacy and
acceptability. Miss-spelling is a
common trait among the youth in
their written discourse. Such an
“It's waaaay better than fast
expression touches the target
food....”
audience as the youth habitually
consume fast food.
BreadTalk
(1b)
“BreadTalk Flosss”
“BreadTalk Flosss”
(Expression) it is not
indicate,because the word phrase
refers to flosss. miss-spelled, The
insertion of the sound impression
of the product enhances its
efficacy and acceptability. Missspelling is a common trait among
the youth in their written
discourse. Such an expression
touches the target audience as the
youth habitually consume fast
food.
4.1.1.6 Collocative Meaning in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Colocative Meaning in Fast
Food Advertisement Slogans , as it can be seen table 4.6
Table 4.6 Collocative Meaning in Fast Food Advertisement Slogans
Data
Aw
Slogans
“Signature Dishes”
Explanation
„Signature‟ is the name of a person
or a mark or sign representing his
name, marked by himself or by an
authorized deputy.
Consists of the assosiation a word
acquaires on account of the meaning
of word which tend to occur in its
environment.
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4.1.1.7 Thematic Meaning in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Thematic Meaning in Fast
Food Advertisement Slogans , as it can be seen table 4.7
Table 4.7 Thematic Meaning in Fast Food Advertisement Slogans
Data
Kfc
Slogans
“I ate the bones!”
Explanation
Based on the characteristics of
thematic
meaning,
the
Communicated by the way in which
a speaker or writer organizes the
message, in terms of ordering, focus,
and emphasis.
(1)“I ate the bones!”
(2)“the bones ate by me”
“I ate the bones!”
S V3 Inf N
The product‟s writer had been
organized the message, in ordering,
focus, and emphasis.
(1)“America Eats A Lot Of Dunuts”
(2)“A Lot of Donuts is Eat by
America”
Dunkin‟
Donuts
America Eats A Lot Of Dunuts
Subject
“America Eats A Lot Of
Dunuts”
Verb(strong form)
(as a product fast food)
(large number or amount object)
(as noun)
(Indefinite article)
(put food into your mouth and
swallow it)
Based on the characteristics of
thematic meaning, it is organized the
message, in ordering, focus, and
emphasis.
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(1) “Quality is Our Recipe”
(2) “Our Recipe is Quality”
it is organized the message, in
ordering, focus, and emphasis.
Wendy‟s
(2)
“Quality is Our Recipe”
Burger
King
“Have It Your Way”
Burger
King
“Have It Your Way:Eat
Somewhere Else”
“Have It Your Way
Foundation”
Burger
King
(1) “Have It Your Way”
(2) “Your Way is Have It”
it is organized the message, in
ordering, focus, and emphasis.
1) “Have It Your Way:Eat
Somewhere Else”
2) “Eat somewhere else, have it
your way”
writer organizes the message, in
terms of ordering, focus, and
emphasis.
1)“Have It Your Way Foundation”
2)“Your way foundation it be have ”
The products fast food is writer
organizes the message, in terms of
ordering, focus, and emphasis.
(1)“We Put Burgers in Your
Burger”
(2) “ in your burger we put burgers”
The writer is organizes the message,
in terms of ordering, focus, and
emphasis.
“We Put Burgers in Your
Burger”
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McDonal
d
Based on the characteristics of
thematic meaning, it is organized the
message, in ordering, focus, and
emphasis.
“ I am eating at McDonald”
“At McDonald I am eating”
“ I am eating at
McDonald”
Based on the characteristics of Thematic meaning is Thematic meaning
or what is communicated by the way in which a speaker or writer organizes the
message, in terms of ordering, focus, and emphasis.
Samples :
1) Tomorrow I plan to have an outing.
2) I plan to have an outing tomorrow.
3) (S1) seems to answer the question: When will you have an outing?;
(S2) What will you do tomorrow.
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4.1.2 How The Types of Meaning are used in Fast Food Advertisement
Slogans
4.1.2.1 How Conceptual Meaning used in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Conceptual Meaning Used in
Fast Food Advertisement Slogans , as it can be seen table 4.8
Table 4.8 Conceptual Meaning used in Fast Food Advertisement Sogans
Data
Slogans
Explanation
“ Today Taste So Good”
Kfc 2
“ Today Taste So Good”
Kfc 6
(6a) “So Tasty”
Tastes, so Good, Tastes is
delicious, rich, spicy, flavour
and good is quality of the
product‟s food.
“ Today Taste So Good”
It‟s a good food in KFC
product‟s,
language
in
Conceptual meaning are used
in fast food advertisement
slogans is a very important for
humans persuade, is also used
to represent something of food,
in this case, so good tastes
and this meaning refers to the
actual meaning where Today in
text slogans can give the fact of
everyday we can enjoy with
the food.
(6a) “So Tasty”
Tasty is delicious, rich, spicy,
flavour , It‟s a real product and
famous fast food used to
represent something, in this
case, so good tastes and this
meaning refers to the actual
meaning.
(6b) “So Good”
Good, the meaning of good is a
high quality, very exam results,
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(6b) “So Good”
Kfc 7
“Great Tastes”
Wendy‟s
“It‟s waaaay better than
fast food it‟s Wendy‟s ”
pleasant that you enjoy or
want, able to do something
well. Behavior
which is
morally right or acceptable.
“So Tasty” “So Good”
it‟s a fast food from Kfc
products, so good used to
represent of food product for
persuade the readers, the
language
in
conceptual
meaning is used to persuade
the readers.
“Great Tastes”
Great is a very good in ability
or quality, healty fine. And
tastes is a delicious, rich, spicy,
flavour.
Great is described the quantity
of food; bigger, great tastes is
used in the adverisement
slogans to persuade the
readers. The used language in
conceptual
meaning
is
important to persuade the
readers.
“It‟s waaaay better than fast
food it‟s Wendy‟s ”
Better is a more good and
really good product‟s fast food,
quality is a product is a real,
where fast food of Wendy‟s
products is a good used to
persuade the readers also
important for used language.
“You know when it‟s real”
Wendy‟s 2
“You know when it‟s
real”
It‟s real is a real meaning of
fast food products,
Use the real of fast foodin text
slogans to satisfy and claim the
beliefe that they only make real
product and faux ones never.
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Wendy‟s 7
Pizza Hut 2
Pizza Hut 4
Pizza Hut 5
“It‟s waaaay better than fast
food”
Better is more good, excellent,
pleasant, it is the best of
having admirable, pleasing,
superior, or positive qualities
“ waaaay
better”,
the
expression language is used
Better in fast food to persuade
“It‟s waaaay better than
the reader for enjoy with
fast food”
product fast food.
“Make It Great”
a very large in size,quantity or
degree,of importance of fast
food
product is used to
persuade the readers to will
enjoy of food‟s product. Great
in the slogans is a make the
“Make It Great”
readers feel happy and good
when try the fast food produt
slogans. Make it great in pizza
hut product is actual meaning
for persuade the readers.
“the Flavor of Now”
flavor
has
many
meaning,such us: delicious,
rich, spicy, flavour, the
language used flavor in slogans
of fast food is a especially
meaning for persuade the
“the Flavor of Now”
readers.
“Gather „Round the Good
Stuff!”
Good as adjective it is a really
meaning, a high of quality,
pleasant; that your enjoy or
want. Behavior which is
morally right or acceptable.
“Gather „Round the Good Good is used most frequently
in advertising slogans for
Stuff!”
persuade the readers.
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Dunkin‟Donuts
6
Burger King 1
“Taste of Good Moments”
Tastes of good moments in
Dunkin‟Donuts slogan is a
good advertisement slogans for
language
in
conceptual
meaning to persuade the
readers. Where the readers
have many problem and try to
food the products, the reader
“Taste of Good Moments” will feel enjoy and good.
“It Just Tastes Better”
“It Just Tastes Better”
Starbucks 1
“The Best Coffee For the
Best You”
Starbucks 2
“A Delicious Way,
to Start Your Day”
Starbucks 3
(3a) “Want Some Get
Some”
„Tastes‟ „Better‟ is suggests
that fast food advertisement
slogans has some higher
quality tahn competitors.
“It Just Tastes Better”
Used tastes better in
products of fast food is a very
important languange give
meaning to persuade the
readers for enjoy and feel good
of the product.
“The Best CoffeeFor the Best
You”
Best is the most of excelent
type or quality and it most
enjoyable; happiest. Best in
text slogans of products fas
food is used a real meaning for
persuade the readers
„Best‟ suggest the fast food
product, supreme quality that
there is nothing comparable to
their products.
“A Delicious Way, to Start
Your Day”
Delicious as a adjective, is
having a very pleasant taste or
smell.
“A Delicious Way,
to Start Your Day” Used is
Delicious , rich, spicy, flavour,
it is a especially meaning for
persuade the readers.
(3a) “Want Some Get Some”
When we want some, we can
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Starbucks 4
get some, it is a good product
slogans for persuade the
readers,get
used
receive
something
and
obtain
something.
(3b) “Receive A $25 Starbucks
Gift Card When You Refer a
Friends”
it means that Gift is a naturally
ability
to
speak
and
persuasively.It means refer to
something mentioned about ;
(3b) “Receive A $25
(1) to describe or be connected
Starbucks Gift Card
to something, (2) look at
When You Refer a
something or ask a person to
Friends”
something information
This fast food product is
persuasive the consumen with
gift card as the concept of
product„s buy until the readers
feel enjoy.
Used this text
“Want Some Get Some”
“Receive A $25 Starbucks Gift
Card When You Refer a
Friends” it is a good slogans
of fast food products for
persuade the readers to want to
buy and will enjoy and happy
with the fast food product.
“Here‟s to the Best part of
Your Day”
The best is a real good of the
most excellent or desirable
type or quality, most enjoybale,
and the most excellent. It is
the best seller from fast food
product‟s.
Used the best in the product
use for persuade the readers
until want to buy the product of
“Here‟s to the Best part of fast food and can be enjoy with
their day.
Your Day”
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4.1.2.2 How Connotative Meaning Used in Fast Food Advertisements Slogans
Based on the Leech‟s theory, the anaysis of Connotative Meaning Used in
Fast Food Advertisement Slogans , as it can be seen table 4.9
Table 4.9 Connotative Meaning used in Fast Food Advertisement Sogans
Data
Slogans
Explanation
“I ate the bones!”
Kfc 4
“I ate the bones!”
Pizza Hut
“Our Crowning Glory”
It means that data text Bones in
the phrase is a literal meaning, give
a meaning expressions.
Bones is use of nonhuman, but
in context bones eaten by human.
The literal meaning on the text
slogans is used to persuade the
readers until will enjoy with the fast
food.
“Our Crowning Glory”
Crowning is an ornamental
headdress denoting sovereignty,
usually made of gold embedded
with precious stones and also used
for a wreath or garland for the
head, awarded as a sign of victory,
success, honour, etc.
“The Crown Crust Pizza”
crown is a special sign for king, the
stage of labour when the infant's
head is passing through the
vaginal,as
making
something
perfect or complete (special).
“Our Crowning Glory”
“The Crown Crust Pizza”
In the product of fast food text
slogans using crown for food. It is
a real connotative meaning as a
literal meaning. Style is used to
persuade the readers for enjoy with
the products.
“The Crown Crust Pizza”
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“It‟ll Blow Your Mind Away”
Burger
King
“It‟ll Blow Your Mind
Away”
JCO
“Take A Bite For A
Glazzier Smile”
AW 1
“Signature Dishes”
AW 2
“Orange Peach Magic”
It is just illustration, Blow is can
give to move something to moved
by the wind, somebody bearth.
Mind as noun is a part of a person‟s
brain, The product of fast food
slogans used to make our problems
lose when we try to food this
product.
“Take A Bite For A Glazzier
Smile”
This context is illustration of the
something. Smile as noun is a
expression of the face with the
corners of the mouth turned up,
showing amusement,happiness. In
the text slogans smile use to
product promotion to persuade the
readers will be enjoy and feel
happy with the product of fast food.
“Signature Dishes”
Signature /ˈsɪɡnɪtʃə/ noun is
CHAPTER III
RESEARCH METHODOLOGY
3.1 Research Design
In this research,the reseacher applied descriptive qualitative approach.
Bogdan and Biklen (1992:30), states that qualitative research is descriptive data.
Qualitativeresearch means to find out how a theory works. It is as direct source of
the data and the researcher is the key instrument,qualitative means to find out how
a theory works in different phenomena whose data collected are in the form of
words.
According to Bodgan and Biklen (1982), Qualitative research has the
following five features: (1) the natural setting is the data source and the researcher
is the key data-collection instrument; (2) it attempts primarily to describe and only
secondarily to analyze; (3) the concern is with process, that is, with what has
transpired, as much as with product or outcome; (4) its data are analyzed
inductively, as in putting together the parts of a puzzle; and (5) it is essentially
concerned with what things mean, that is, the why as well as the what. In the
qualitative research, the researcher is the most important collector data instrument.
Descriptive design is a simply describes what is going on what data shows.
The reseacher using descriptive qualitative because it just focuses on the natural
semantics of the data. In the other words,how a theory works in different
semantics phenomena. The purpose of using the descriptive design is simply
because through this design,the fact of the area of interests is able to gather and to
describe of means in advertisements slogans. Thisresearch is designed with a
32
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single case system,where it is always conducted in Semantics Analyis in Fast
Food Advertisements Slogans.
3.2 Data and Source of Data
Bogdan and Biglen, (1992:106) stated that data show is defined as the
rough material collected by the reseachers from the world they are studying form
in the basis of analyis data in qualitative research.
3.2.1 Data
The data of of this research is text which is Fast Food Advertisements
Slogans of KFC,Wendy‟s,Pizza Hut,Dunkin‟ Donuts,Mc Donald‟s, Burger King,
J.CO, AW, Starbucks, and BreadTalk. The data are taken from the internet,
banners, and billboards.
3.2.2 Source of Data
The Source of Data of this study are Fast Food Advertisement slogans.
Which are taken from several sources such us
internet, www.youtube.com,
www.fastfood.advertisementsslogans.com, www.bestslogans.com , banners, and
billboards. The reseacher used purposive sampling to choose some Fast Food
Advertisement slogans . The reason for choosing the Advertisements are related to
a project research; that is to find out the differrences of conveying the semantics
means in each Advertisements Slogans. The data source of the study are Fast
Food Advertisement Slogans,they are ;
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Figure 3.1. The data source of the study are Fast Food Advertisements
Slogans
No
1
Source
KFC(1)
Slogans
KFC(2)
KFC(3)
KFC(4)
KFC(5)
KFC(6)
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KFC(7)
2
Wendy‟s(1)
Wendy‟s(2)
Wendy‟s(3)
Wendy‟s(4)
Wendy‟s(5)
Wendy‟s(6)
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Wendy‟s(7)
3
Pizza Hut (1)
Pizza Hut (2)
Pizza Hut (3)
Pizza Hut (4)
Pizza Hut(5)
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4
Dunkin‟Donuts(1)
Dunkin‟Donuts(2)
Dunkin‟Donuts(3)
Dunkin‟Donuts(4)
Dunkin‟Donuts(5)
Dunkin‟Donuts(6)
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Dunkin‟Donuts(7)
5
Mc Donald‟s(1)
Mc Donald‟s(2)
Mc Donald‟s(3)
Mc Donald‟s(4)
6
Burger King(1)
Burger King(2)
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Burger King(3)
Burger King(4)
7
Burger King(5)
J.CO(1)
J.CO(2)
J.CO(3)
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8
AW(1)
AW(2)
AW (3)
AW (4)
9
Starbucks (1)
Starbucks (2)
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Starbucks (3)
Starbucks (4)
10
BreadTalk (1)
3.3 Technique of Data Collection
The data are collected by applying descriptive reseacrch a analyze to
describe types of meaning in Fast Food Advertisement slogans.The techique of
the data is using qualitative research method , in this research is collected some
advertisements slogans and they are related to analysis and history. This research
is conducted documenter source it browsed historical data taken from Fast Food
Advertisement slogans.
The advertisement are taken from the selected published collectionFast
Food Advertisement slogans. By using a documentary technique the researcher
will do the data collection. The technique of data collection in this research are
shown bellow,the Types of Meaning inFast Food Advertisement slogans,dived
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into seven type of meaning,there are; Conceptual, Connotative, Affective,
Collocative, Stylistic, Reflective, and Thematic.
The process of collecting data goes along with some procedures. The
writer follows some stages below:
1. Preparing investigation or choosing the data source (observing).
The writer did the library research and searched the homepages as well as website
for some selected references, print advertisements, internet, banners and
billboards. .
2. Collecting the data (fast food advertisement slogans).
In this process, the collected food fast advertisement slogans. The food fast
advertisement slogans are downloaded from website then they are transcribed to
phrases and clauses, and were categorized into type of fast food. The data are
taken
from
several
sources
such
as
,banners,www.fastfood.advertisementsslogans.com,
internet
www.youtube.com
www.bestslogants.comand
billboards.
3. Choosing the data
In this process, the data collected are the slogans concerning with textfast food
advertisement slogans. The 10 fast food advertisement slogans are chosen as
thedata. Then, the data are classified theory of Leech (1983) that classified Seven
Types of Meaning, they are Conceptual meaning, Connotative meaning, Social
meaning, Affective meaning, Reflected meaning, Collocative meaning, Thematic
meaning.The classification data is purposed to find out the difference of the
characteristic and the effects are made in the slogan.
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3.4 Technique of Data Analysis
In analysing of the data, the prosedures techique used is a descriptive
analysis to draw semantics in selected from Fast Food Advertisements Slogans
and it is analyzed by comparing what happened during all phenomena involved
are related to the theories of semantics.
The data are analysis by using interactive models. According to Miles
Huberman and Saldama (2014) the analysis of qualitative data is organized
around these processess,they are:
1. Data Condesation
Data Condesation refers to the process of selecting,focusing,simplying,
abstacting and transformating.
a. Selecting means the way to choose the best or most suitable data. In this
research, the reseacher chose the best data selection based on the data. The
reseacher selected the fast food advertisment slogan has written text based
on seven types of meaning in Semantic.
b. Focusing means to pay in the particular attentionto the suitable data. In
this research, the selected advertisments slogans are focus to describe the
seven types of meaning in fast food advertisements slogan.
c. Simplifying means make the data simpler or easier to understand. In
taking of some texts and then giving them some codes,for the italic and
bold texts or clause in the criteria call as when it has foundthe text or
words. it n this research, the reseacher is simplied the types of meaning
process.
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d. Abstracting means to consider the data theoritically or seperately. In this
research, the reseacher only used the data which is based on the existing
theories about Types of Meaning (Geoffrey Leech Theory).
e. Transforming
Transforming means to make a through or dramatic change in the form and
appearance. The reasecher is transform the types of meaning. Transform means
making a types of meaning. In this section can be seen in appendix and also
continued in the data display used cluster to make the mass grouping,there has
been made based on the data that requires transforming the data.
It means that this data transforming her that is almost compete of the data
then the most complete would be used in the data dispay that there were became
united between the used of clauses and it could be seen Appendix.
2. Data Display
Data Display is an organized assembly of information that permits
conclusion drawing.Generally,a display is an organized that allows conclussions
drawing the table and action in text advertisements slogans,the process of reading
,analyze,had been selected through fast food advertisements slogans that contains
the data for analysis. The Data display are displayed in tables based on the types
or classification of the data:
a.
b.
c.
d.
Images
Table
Flowchart Conceptual Framework
Grafic
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3. Conclusion Drawing
Conclusion drawing, the reseacher conclude the types of meaning used in
fast food advertisements slogan . Conclusion drawing can be learn through
decuding what the data means or finding after reading the display in this study.
-
Counting the percentage of each types of meaning used infast food
advertisements slogan and Describing the dominantly of types of meaning
in fast food advertisements slogan.
-
To described and analyis the represent the company in types of meaning
found Fast Food Advertisements Slogans.
Analyzing data is one of steps conducted by the writer. Analyzing data is
carried out with the purposes of analyzing the collected data in order to clarify the
theory applied. The data analysis is conducted by classifying the slogans to their
meaning‟s type. Then, the data classification will be analyzed based on Leech‟s
theory. By examining the types of meaning of each word; it can be found the
features of meaning build the characteristic of the slogans.
Figure 3.2. Source Data Analysis the Types of Meaning in Fast Food
Advertisement Slogans
No
Data
Advertisements
Data (Text)
Types of Meaning
Slogans
KFC
“It‟s finger lickin‟
good”
Reflected
meaning
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Data I (Source) :Analysis the Types of Meaning in KFC
The analysis of Data I in Kfc, “It‟s finger lickin‟ good” the meaning of the
text are finger has two meaning finger as noun and finger as verb. Finger as
noun,it is mean any of the five parts at the end of each hand. Finger as verb,it is
mean touch or feel your fingers. So,in the analysis,the writer using finger as the
verb,it is relevant when the writer writing and look the picture as the data,the
images support the analysis.
The basic meaning of good is having the right or desired qualities;
adequate, and (of a thing) reliable, efficient. This makes good proper to embellish
nouns which have high level of fashion or style or quality or type of a product.
Besides the basic meaning, there are still many adjectives used to define the
adjective, like enjoyable, agreeable, considerable, beneficial, valid, sound, right,
and proper. These multiple definitions determine that (1) good can modify a about
taste, pleasent,enjoy with the prduct food, (2) Good is high quality of the product.
Combined with lexical meaning we have known about good, it becomes
their favorite adjective. By using good, the advertisers tell that: our products are
good ones compared with others. And the buyers would also pay attention to these
slogans with good contained.
In text data it is press release, KFC said “In line with its spirit of
innovation, KFC Hong Kong unveils their new „Finger Lickin‟ Good Edible Nail
Polish‟ range, keeping the brand literally at their customers‟ finger tips while
savoring their delicious signature chicken. This limited edition edible nail polish
was created as a tribute to the world famous “It‟s Finger Lickin‟ Good” slogan.
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The types of meaning in data Kfc, “It‟s finger lickin‟ good”,is Reflected
Meaning. The reason, Reflected
meaning is the meaning which a kind of
ambiguity meaning. “It‟s finger lickin‟ good”, this is a famous slogans for Kfc‟s
food product, finger lickin‟ it is together with the occurrence of an adjectival
compound as a new word,there appears metonymy here with the connection
finger lickin‟, it is common knowledge that after finishing eating, something
delicious, sometimes people may lick or suck their fingers.
Reflected Meaning It refers to terms which have more than one meaning
surfaces at the same time, so there is a kind of ambiguity. It is as if one or more
unintended meanings were inevitably thrown back rather like light or sound
reflected on a surface.
“It‟s finger lickin‟good!” it is not indicate,because the word phrase refers
to “ It‟s finger licking good‟‟, good In the advertising slogans, this point is
particularly critical because advertisement is performed in pubic, it must use right
adjectives to make good advertising effect come true.
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CHAPTER IV
DATA ANALYSIS AND FINDINGS
4.1 Data Analysis
The data analysis of this study are the types of meaning in slogans text of
Fast Food Advertisement Slogans. The data are analyzed by seven types of
meaning. The seven types of meaning is conducted by using Semantics (the study
of meaning) theory by G. Leech (1983). The data are divided into Seven Types of
meaning,they are; Conceptual meaning, Connotative meaning, Social meaning,
Affective meaning, Reflected meaning, Collocative meaning, and Thematic
meaning. The data source of the study are Fast Food Advertisements Slogans,
they are ;
4.1.1 Seven Types of Meaning in Analysis Fast Food Advrtisement Slogans
4.1.1.1 Conceptual Meaning in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Conceptual Meaning in Fast
Food Advertisement Slogans , as it can be seen table 4.1
Table 4.1 Conceptual Meaning in Fast Food Advertisement Slogans
Data
Kfc (2)
Slogans
Explanation
Tastes is delicious, rich, spicy,
flavour. Tastes so good can be
considered as a hyperbole, it
exaggerates the tastes so good of
Kfc‟s products.
Based on the meaning, the most
suitable meaning of the slogans
symbol used to represent something,
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Kfc (5b)
Kfc (6a)
in this case, so good tastes and this
“Today tastes So good” meaning refers to the actual meaning
of the sign thus,indicates Conceptual
meaning.
Both
meanings
are
completely different and they come
from different word classes too.
tastes so good is having the right or
desired qualities; quality type of
product.
The basic meaning good is a solution
for that is having the right or desired
qulities and (of a thing) reliable,
efficient. Like enjoyable to solution of
problem. Based on the characteristics
of conceptual meaning, the logical of
slogans, There is a good solution for
that, it is a good meaning, actual
meaning for product slogans.
“There‟s A So Good
„good‟ is a high quality product make
Solution For That!”
the readers pleasent, enjoy with the
product.
Tasty has many meaning,such us:
delicious, rich, spicy, flavour. Tasty in
Kfc( 6a)“So tasty”
the phrase it is important and or good
for the readers, because this
advertisements slogans is a good, the
best slogans for persuade the humans.
Tasty can be considered as a, it
exaggerates the tasty of Kfc‟s
products.
Kfc (6b)
Kfc (6b)“So good”
Kfc (6b)So Good, in data text of Kfc,
the meaning of good is a high quality,
very exam results, pleasant that you
enjoy or want, able to do something
well. Behavior which is morally right
or acceptable. Semantic/Discourse
features is Hyperbole.
Good is used most frequently in
advertising slogans.
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Kfc (7a)
Wendy‟s
(3)
Wendy‟s
(4)
“Great Tastes”
Great is a very good in ability or
quality,healty fine.
Semantic/ Discourse features :
Hyperbole.
Great is described the quantity of
food; bigger, great is used in the
adverisement slogans to persuade the
readers.
Great Tastes of Kfc‟s products in
slogans is exaggerates
Better is more good, excellent,
pleasant, it is the best of having
admirable, pleasing, superior, or
positive qualities
“ waaaay better”,
Better is persuade the reader for enjoy
with product fast food.
It's waaaay better than
fast food... It's Wendy's
“You know when it‟s
real”
Wendy‟s
(6)
“Now that's better”
Based on the characteristics and
logical real in the text data can
persuade the reader. Because Use real
in text slogans to satisfy and claim the
beliefe that they only make real
product and faux ones never.
Better is more good, excellent,
pleasant, it is the best of having
admirable, pleasing, superior, or
positive qualities. Based on the
c`haracteristics
of
conceptual
meaning, based on logical, the
synonym of better can be influence the
reader for enjoy with the product‟s
food.
Better is persuade the reader for enjoy
with product fast food.
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Great as a adjective it is (1) a very
large in size,quantity or degree,of
importance, (2) very good in ability or
quality, (3) very good or pleasant, (4)
important and impressive.
Great in the slogans is a make the
readers feel happy and good when try
the fast food produt slogans. Make it
great in pizza hut product is actual
meaning for persuade the readers.
Pizza Hut
(2)
“Make it Great”
Flavor on the text data slogans flavor
as noun is taste. Flavor has many
meaning,such us: delicious, rich,
spicy, flavour, it is a especially
meaning for persuade the readers.
a substance or extract that provides a
particular taste; flavoring it is the
means of characteristic quality of a
thing favor.
Pizza Hut
(4)
“the Flavor of Now”
Pizza HuT
(5)
Dunkin‟Do
nuts
“Gather‟Round the
Good Stuff!”
Based on the characteristics of
conceptual
meaning,
refers
„logical,cognitive,denotative‟, Good as
adjective it is a really meaning, a high
of quality, pleasant; that your enjoy or
want. Behavior which is morally
right or acceptable. Semantic/
Discourse features is Hyperbole
Good is used most frequently in
advertising slogans.
Enjoy your moment is get pleasure, be
happy, be lucky to have something
good it moment. This product slogans
is a good persuade the readers for try
the fast food slogans, it is a good and
actual meaning on advertisement
slogans.
“Enjoy your moment”
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Dunkin‟Do
nuts
“Tastes of Good
Moments”
Burger
King(1)
In the data analysis, Tastes so many
meaning, such us: delicious, rich,
spicy, flavour.
Tastes of
good moments in
Dunkin‟Donuts slogan is a good
advertisement slogans for the persuade
the readers. Where the readers have
many problem and try to food the
products, the reader will feel enjoy and
good.
“Taste” is delicious, rich, spicy,
flavour.
The semantics features use in the
slogans is Hyperbole
„Better‟ is suggests that fast food
advertisement slogans has some higher
quality tahn competitors.
“It Just Tastes Better”
Starbucks
(1)
Best as a adjective, (1) it the most of
excelent type or quality, (2) it most
enjoyable;happiest.
Semantics/
Discourse features in the slogan is
Hyperbole.
Best as a adjective, (1)it the most of
excelent type or quality. For the
example; the best dinner i have ever
tastes. (2) it most enjoyable;happiest.
“The best coffee for the
„Best‟ suggest the fast food product,
best You”
supreme quality that there is nothing
comparable to their products.
Starbucks
(2)
It
means that
Delicious as a
adjective,is having a very pleasant
taste or smell.
Semantics features in the text slogans;
Hyperbole.
Delicious , rich, spicy, flavour, it is a
especially meaning for persuade the
readers.
“A Delicious Way”
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Starbucks
(3a)
3a) “Want Some?
Get Some”
Starbucks
(3b)
3b) “Receive S25
Starbucks Gift Card
When You Refer A
Friend”
Starbucks
(4)
BreadTalk
(1)
When we want some, we can get
some, it is a good product slogans for
persuade the readers,get used receive
something and obtain something.
“Receive S25 Starbucks Gift Card
When You Refer A Friend” it means
that Gift is a naturally ability to speak
and persuasively.It means refer to
something mentioned about ; (1)to
describe or be connected to something,
(2) look at something or ask a person
to something information
This fast food product is persuasive
the consumen with gift card as the
concept of product„s buy until the
readers feel enjoy.
Best as a adjective, of the most
excellent or desirable type or
quality,most enjoybale,and the most
excellent. It is the best seller from fast
food product‟s.
Starbucks is the Best product when we
want to enjoy with our part day, the
adviters using text slogans “Here‟s to
the best part of your day” because the
“Here‟s to the best part product use for persuade the readers
until want to buy the product of fast
of your day”
food and can be enjoy with their day.
Delicious is a good food, Definition of
delicious is affording great pleasure,
Adjective
“delicious”
“freshly”,
Delicious as a adjective, is having a
very pleasant taste or smell.
Based on logical and actual meaning
delicious , rich, spicy, flavour, it is a
especially meaning for persuade the
“BreadTalk Delicious readers.
Freshly baked”
Based on the characteristics of conceptual meaning, slogans in fast food is
combine with meaning. In order to make the fast advertisement slogans it is the
best and interest on conceptual meaning. Where conceptual is refers to logical,
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cognitive, or denottive. Denotative is the meaning that can be found in the
dictionary meaning which indicates the concepts. A
language which
communicated by other means than by conceptual meaning.
The function of language in fast food advertisement slogans is a very
important to the slogans, lexical meaning combined with conceptual meaning, we
know about the best seller for perssuasive the consemen. Becomes their favorite
of adjectivical in slogans persuade, such us; tastes so good, so tasty, so good,
great tastes, better, flavor, tastes better, best, and delecious. Conceptual meaning
in fast food advertisements slogans is the exaggeration effect was achieved by
hyperbole. The phrase of data analysis slogans tastes so good, so tasty, so good,
great tastes, better, flavor, tastes better, best, and delecious are important and or
good for the readers, because this advertisements slogans is a good, it is the best
slogans for persuade the humans.
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4.1.1.2 Connotative Meaning in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Connotative Meaning in Fast
Food Advertisement Slogans , as it can be seen table 4.2
Table 4.2 Connotative meaning in Fast Food Advertisement Slogans
Data
Pizza
Hut
Slogans
“Our Crowning Glory”
Pizza
Hut
“The Crown Crust Pizza”
Kfc
“it‟s finger lickin‟ good”
Explanation
Crowning/ˈkraʊnɪŋ/ noun
1.
(obstetrics) the stage of labour
when the in fant's head is passing
through the vaginal opening
crown /kraʊn/ noun 1. an
ornamental headdress denoting
sovereignty, usually made of gold
embedded with precious stones 2.
a wreath or garland for the head,
awarded as a sign of victory,
success, honour, etc.
Crowning in text slogans is not
denote meaning, crown is a
special sign for king but,in
product fast food text slogans
using crown for food. It real
connotative meaning as a literal
meaning.
Crown in the text data is put a
crown on a new king or queen.
the stage of labour when the
infant's head is passing through
the vaginal,as making something
perfect or complete (special).
Crown in text slogans is not
denote meaning, crown is a
special sign for king but,in
product fast food text slogans
using crown for food. It real
connotative meaning as a literal
meaning.
“It‟s Finger Lickin‟ Good”
slogan. their new „Finger Lickin‟
Good Edible Nail Polish‟ range,
keeping the brand literally at their
customers‟
fingertips
while
savoring their delicious signature
chicken.
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AW
“Orange Peach Magic”
Aw
“Signature Dishes”
Kfc
“I ate the bones!”
Kfc
“Chicken sad?”
„Magic‟ is the art of producing
illusions as entertainment by the
use of sleight of hand, deceptive
devices.
In the data used “Orange Peach
Magic”
as a product‟s food
slogans, it is a really literally
meaning for persuade the reader
until the reader is enjoy with the
product‟s food.
Signature /ˈsɪɡnɪtʃə/ noun is the
name of a person or a mark or
sign representing his name,
marked by himself or by an
authorized deputy.
Based on the characteristics of
connotative meaning, actualy the
signature use in paper, but in this
context signature use in fast food
product slogans. It is a really a
literal meaning.
The analysis of text data slogans,
“I ate the bones!”It means that
data text Bones in the phrase is a
literal meaning, give a meaning
expressions.
Based on characteristics of
connotative meaning, Bones is
use of nonhuman, but in context
bones eaten by human.
Based on the characteristics of
connotative meaning “Chicken
sad?”, is associates of words a
literal meaning, it means that the
product‟s food gives a connotes is
the claim of the product‟s food.
Actually, chicken is nonhuman,
but in the context, chicken give
personal feeling.
The Connotative Meaning in the analysis text data slogans This kind of
meaning is beyond the conceptual/denotative meaning of words. It is attached to
the dictionary meaning of words
(what is communicated by virtue of what
language refers to) It refers to the associations that are connected to a certain word
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or the emotional suggestions related to that word. The connotative meanings of a
word exist together with the denotative meanings.
Connotative meaning is very commonly interpreted meaning due to its
nature. It associates attributes ofwords to their literal meaning. For instance, a
popular cooking of product fast food on brands‟ slogan: in data Pizza Hut; crown,
crowning, Aw; magic, signature dishes, tender platters, blow, ate the
bones,boneless is the best connect of product slogans. Connotations of the same
word make the slogan very effective and powerful. In this slogan, the slogans of
the product is being presented in a poetic way. Literally, it falls under the category
of stylistic meaning but by owing to its multiplicity of meaning theresearchers
discuss it here.
The slogan becomes meaningful with its different connotations to different
sorts of audience. The target reader ship of such slogans remains mothers who are
the biggest consumers. Such kinds of slogans with their effective connotations
really inspire them.
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4.1.1.3 Social Meaning in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Social Meaning in Fast Food
Advertisement Slogans , as it can be seen table 4.3
Table 4.3. Social Meaning in Fast Food Advertisements Slogans
Data
Kfc (1)
Slogans
“It‟s Finger lickin' good”
McDonald
(3)
“I‟m gainin‟ it”
McDonald
“I'm lovin' it”
Explanation
“It‟s finger lickin‟ good”, this is
a famous slogans for Kfc‟s food
product, finger lickin‟ it is
together with the occurrence of an
adjectival compound as a new
word, there appears metonymy
here with the connection finger
lickin‟, it is common knowledge
that
after
finishing eating,
something delicious, sometimes
people may lick or suck their
fingers.
Semantic/ Discourse features is
Slang. Slang in context is based
on the characteristics of social
meaning.
“I‟m gainin‟ it” , gain as a verb
where gain is obtain wanted and
needed;
experience
is
an
adventage and gaining is a obtain
for wanting something.
“I‟m gainin‟ it” inSemantic/
Discourse features is Slang as the
fact, based on the characteristics
of sosial meaning.
Lovin‟ indicated (slang)
Loving
Love
Love as noun (1) strong feeling of
deep affection for food, (2) like
very much.
Polysyllabic is lovin‟ => loving
Semantic/Discourse features is
Slang. “I'm lovin' it”is based on
characteristics of social meaning
is a language slang.
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Based on the characteristics of social meaning, The Analysis in Data of
gennetive place:
a) America
Subject
Runs
On
Verb
Prepotition
Dunkin
Bread
(as noun) (move using your legs, (into a position covering) (name of product
Going faster then when you walk )
fast food)
In Social Meaning, “America Runs On Dunkin”,
America /əˈmɛrɪkə is Person from Amerika ,
1) of or relating to the United States of America, its inhabitants, or their form of
English
2) of or relating to the American continent.
b) “America Eats A Lot Of Dunuts”
America
Eats
A Lot Of
Dunuts
Subject Verb (strong form) large number or amount
(as noun)
(Indefinite article)
object
(as a product fast food)
(put food into your mouth and swallow it)
America is Person from Amerika ,
1) of or relating to the United States of America, its inhabitants, or their form of
English
2) of or relating to the American continent .
The focus of characteristics in Social meaning, they are:
Social meaning is the meaning which an expression conveys about the
contexts or social circumstances of its use. It chiefly includes stylistic meaning of
an utterance. It is the formality of the expression.
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a. What a piece of language conveys about the social circumstances of its
use.
b. Dialect: the language of a geographical region or of a social class.
c. Time: the language of the 18th c., etc.
d. Province: language of law, of science, of advertising, etc.
e. Status: polite, colloquial, slang, etc.
f. Modality: language of memoranda, lectures, jokes, etc.
g. Singularity: the style of Dickens, etc.
This type of meaning deals in slogans with socially acquired and
communicated meaning by the social community. It differs from person and place
to place. It,sometimes, varies among age groups. A prominent is tance of social
meaning. In advertisement slogans,
effectively used the languange which
stylistically addresses the target audience and entails sosial assosiative meaning.
4.1.1.4 Affective Meaning in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Affective Meaning in Fast
Food Advertisement Slogans , as it can be seen table 4.4
Table 4.4. Affective Meaning in Fast Food Advertisement Slogans
Data
Kfc
Slogans
“Must Love Dem Chicks”
Explanation
Based on the characteristics of
affective meaning, “love” in the text
as noun , the meaning of the love is a
strong of feeling deep affection for
the product fast food.
Love is a Personal feelings, The
analysis of data, the language of the
slogan suggests owning the product
to the viewers.
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Kfc
ChickenSad?
Pizza Hut
“Daddy Loves his
pepperoni”
Dunkin‟D
onuts
“Be Happy”
Dunkin‟D
onuts
“Don‟t Worry”
Sad as adjective, that means is
feeling unhappy (personal feeling
when feel sad), sad (adjective) as
down as the reflection of someone‟s
feeling that arises because of product
food . From both meanings, the most
suitable meaning for the ambiguous
word down is in a lower or less in
some value because it refers to the
actual meaning, in this case, it
reflects the user‟s confidence that
increased after the use of this
product. Lexical meaning factor that
makes down lexical ambiguity is
Homonymy.
Loves as noun (1) strong feeling of
deep affection for food, (2) like very
much.
The analysis of data, the language of
the slogan suggests owning the
product to the viewers.
- Daddy have feel happy and enjoy
when like pepperoni
- Based on characteristics of
Affective mreaning, the slogan is
used feel like and love to product
slogans (personal feeling) make
the readers enjoy with the fast
food product.
Happy is a good feeling good and
give a good expression.
Based on characteristics of affective
meaning, Happy is expression a
personal feeling when the readers
like with the something.
The meaning of the text
data“Don‟t Worry” is the readers
will be fine when feel enjoy eat the
food. The readers is do not be
anxious about something problems.
So based on the context, product of
this fast food is good to food for
finish our problems.
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McDonald
(2)
“I'm lovin' it”
McDonald
(4)
“If I‟m Lovin‟ it, Then
I‟m Eating at
McDonald‟s”
Burger
King(1)
“It‟ll Blow Your Mind
Away”
Lovin‟
Loving
Love
Love as noun (1) strong feeling of
deep affection for food, (2) like very
much.
Based on the characteristics of
affective meaning, it is a really
feel love to the fast food product.
It refers to the personal feelings
to personal feeling to prododuct‟s
food , the slogans also good give
response and influence to readers.
The analysis of data slogans
McDonald,
lovin‟ =>loving
the meaning of love is a strong
feeling deep affection for something.
loving as adjective,that means
feeling or showing love for
something.
- Reflection
- Feeling love or like to fast food
product.
Based on the characteristics of
affective meaning, it is Reflecting
the personal feelings of the speaker,
including his attitude to the listener,
or his attitude to something he is
talking about;
- The Illustration blow in the
advertisements slogans is consist,
if the someone/ reader have many
problem (personal feeling), and
try to food the product of fast
food.
- So, the readers can be enjoy and
feel happy beacause what the
reader think/mind is lose and had
been blow.
Blow is can give to move something
to moved by the wind, somebody
bearth. Mind as noun is a part of a
person‟s brain, it is can to make our
problems lose when we try to food
this product.
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Burger
King(2)
“We Heard you Like
Burgers”
JCO
“Take A Bite For A
Glazzier Smile”
McDonald
Like as a verb, like is to find
something pleasant, attractive or of a
good enough standard, to enjoy
something.
Based on the characteristics of
affective meaning:
- personal feeling
- like to product‟s burger
- want to eat
Smile as noun is a expression of the
face with the corners of the mouth
turned up, showing amusement,
happiness.
Based on characteristics of affective
meaning cab give the good
expression in product‟s JCO.
Semantic/Discourse features is Part
of idiomatic phrase: put a smile on
someone‟s face
Based on the characteristics of
affective meaning, it is Reflecting
the personal feelings of the speaker,
including his attitude to the listener,
or his attitude to something he is
talking about;
„Angus‟ is a feeling worry about the
situation,and get yours today is a
something feel to enjoy with the
good expression.
“The Angus Third
Pounder...Get Yours
Today!”
In text data analysis, the reseacher based on the fact of characteristics
affective meaning, it refers to the speaker‟s or writer‟s attitute or feeling towards
what is said. It also belongs to exlamatory feelings of the speaker/ writer. It is a
very important sort of assosiative meaning which directly effects on the listener/
vviewers response.
Affective meaning in advertisement sogans, it is the actually speak out
their own attitudes towards the products and do to the assosiation of emotive
meaning try to spawn a world view, means; the advisters invite the consumer to
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buy the product. The language is used advertisements in affective meaning for
suggest owning the product to the readers. The slogans are like to suggestion
and claims. Affective meaning is a good reality to influence the readers.
Language is used by words can inspired and it shows the effectiveness of this
strategy used by advertisement slogans to win the readers‟ heart.
4.1.1.5 Reflected Meaning on Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Reflected Meaning in Fast
Food Advertisement Slogans , as it can be seen table 4.5
Table 4.5. Reflected Meaning in Fast Food Advertisement Slogans
Data
Wendy‟s
(3)
Slogans
Explanation
“It's waaaay better than fast
food... It's Wendy”
(shock) it is missspelled, The insertionof the sound
impression of the product
enhances
its
efficacy and
acceptability. Miss-spelling is a
common trait among the youth in
their written discourse. Such an
“It's waaaay better than fast expression touches the target
audience as the youth habitually
food... It's Wendy”
consume fast food.
McDonald
Billions and bilions is a number
one thousand million to served
what the consement want.
Semantic/Discourse features is
Hyperbole. Such an expression
touches the target audience as the
youth habitually consume fast
“Billions and Billions
food.
Served”
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Wendy‟s
(7)
“It's waaaay better than fast
food...
(shock) it is missspelled, The insertion
of the sound impression of the
product enhances its efficacy and
acceptability. Miss-spelling is a
common trait among the youth in
their written discourse. Such an
“It's waaaay better than fast
expression touches the target
food....”
audience as the youth habitually
consume fast food.
BreadTalk
(1b)
“BreadTalk Flosss”
“BreadTalk Flosss”
(Expression) it is not
indicate,because the word phrase
refers to flosss. miss-spelled, The
insertion of the sound impression
of the product enhances its
efficacy and acceptability. Missspelling is a common trait among
the youth in their written
discourse. Such an expression
touches the target audience as the
youth habitually consume fast
food.
4.1.1.6 Collocative Meaning in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Colocative Meaning in Fast
Food Advertisement Slogans , as it can be seen table 4.6
Table 4.6 Collocative Meaning in Fast Food Advertisement Slogans
Data
Aw
Slogans
“Signature Dishes”
Explanation
„Signature‟ is the name of a person
or a mark or sign representing his
name, marked by himself or by an
authorized deputy.
Consists of the assosiation a word
acquaires on account of the meaning
of word which tend to occur in its
environment.
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4.1.1.7 Thematic Meaning in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Thematic Meaning in Fast
Food Advertisement Slogans , as it can be seen table 4.7
Table 4.7 Thematic Meaning in Fast Food Advertisement Slogans
Data
Kfc
Slogans
“I ate the bones!”
Explanation
Based on the characteristics of
thematic
meaning,
the
Communicated by the way in which
a speaker or writer organizes the
message, in terms of ordering, focus,
and emphasis.
(1)“I ate the bones!”
(2)“the bones ate by me”
“I ate the bones!”
S V3 Inf N
The product‟s writer had been
organized the message, in ordering,
focus, and emphasis.
(1)“America Eats A Lot Of Dunuts”
(2)“A Lot of Donuts is Eat by
America”
Dunkin‟
Donuts
America Eats A Lot Of Dunuts
Subject
“America Eats A Lot Of
Dunuts”
Verb(strong form)
(as a product fast food)
(large number or amount object)
(as noun)
(Indefinite article)
(put food into your mouth and
swallow it)
Based on the characteristics of
thematic meaning, it is organized the
message, in ordering, focus, and
emphasis.
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(1) “Quality is Our Recipe”
(2) “Our Recipe is Quality”
it is organized the message, in
ordering, focus, and emphasis.
Wendy‟s
(2)
“Quality is Our Recipe”
Burger
King
“Have It Your Way”
Burger
King
“Have It Your Way:Eat
Somewhere Else”
“Have It Your Way
Foundation”
Burger
King
(1) “Have It Your Way”
(2) “Your Way is Have It”
it is organized the message, in
ordering, focus, and emphasis.
1) “Have It Your Way:Eat
Somewhere Else”
2) “Eat somewhere else, have it
your way”
writer organizes the message, in
terms of ordering, focus, and
emphasis.
1)“Have It Your Way Foundation”
2)“Your way foundation it be have ”
The products fast food is writer
organizes the message, in terms of
ordering, focus, and emphasis.
(1)“We Put Burgers in Your
Burger”
(2) “ in your burger we put burgers”
The writer is organizes the message,
in terms of ordering, focus, and
emphasis.
“We Put Burgers in Your
Burger”
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McDonal
d
Based on the characteristics of
thematic meaning, it is organized the
message, in ordering, focus, and
emphasis.
“ I am eating at McDonald”
“At McDonald I am eating”
“ I am eating at
McDonald”
Based on the characteristics of Thematic meaning is Thematic meaning
or what is communicated by the way in which a speaker or writer organizes the
message, in terms of ordering, focus, and emphasis.
Samples :
1) Tomorrow I plan to have an outing.
2) I plan to have an outing tomorrow.
3) (S1) seems to answer the question: When will you have an outing?;
(S2) What will you do tomorrow.
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4.1.2 How The Types of Meaning are used in Fast Food Advertisement
Slogans
4.1.2.1 How Conceptual Meaning used in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Conceptual Meaning Used in
Fast Food Advertisement Slogans , as it can be seen table 4.8
Table 4.8 Conceptual Meaning used in Fast Food Advertisement Sogans
Data
Slogans
Explanation
“ Today Taste So Good”
Kfc 2
“ Today Taste So Good”
Kfc 6
(6a) “So Tasty”
Tastes, so Good, Tastes is
delicious, rich, spicy, flavour
and good is quality of the
product‟s food.
“ Today Taste So Good”
It‟s a good food in KFC
product‟s,
language
in
Conceptual meaning are used
in fast food advertisement
slogans is a very important for
humans persuade, is also used
to represent something of food,
in this case, so good tastes
and this meaning refers to the
actual meaning where Today in
text slogans can give the fact of
everyday we can enjoy with
the food.
(6a) “So Tasty”
Tasty is delicious, rich, spicy,
flavour , It‟s a real product and
famous fast food used to
represent something, in this
case, so good tastes and this
meaning refers to the actual
meaning.
(6b) “So Good”
Good, the meaning of good is a
high quality, very exam results,
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(6b) “So Good”
Kfc 7
“Great Tastes”
Wendy‟s
“It‟s waaaay better than
fast food it‟s Wendy‟s ”
pleasant that you enjoy or
want, able to do something
well. Behavior
which is
morally right or acceptable.
“So Tasty” “So Good”
it‟s a fast food from Kfc
products, so good used to
represent of food product for
persuade the readers, the
language
in
conceptual
meaning is used to persuade
the readers.
“Great Tastes”
Great is a very good in ability
or quality, healty fine. And
tastes is a delicious, rich, spicy,
flavour.
Great is described the quantity
of food; bigger, great tastes is
used in the adverisement
slogans to persuade the
readers. The used language in
conceptual
meaning
is
important to persuade the
readers.
“It‟s waaaay better than fast
food it‟s Wendy‟s ”
Better is a more good and
really good product‟s fast food,
quality is a product is a real,
where fast food of Wendy‟s
products is a good used to
persuade the readers also
important for used language.
“You know when it‟s real”
Wendy‟s 2
“You know when it‟s
real”
It‟s real is a real meaning of
fast food products,
Use the real of fast foodin text
slogans to satisfy and claim the
beliefe that they only make real
product and faux ones never.
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Wendy‟s 7
Pizza Hut 2
Pizza Hut 4
Pizza Hut 5
“It‟s waaaay better than fast
food”
Better is more good, excellent,
pleasant, it is the best of
having admirable, pleasing,
superior, or positive qualities
“ waaaay
better”,
the
expression language is used
Better in fast food to persuade
“It‟s waaaay better than
the reader for enjoy with
fast food”
product fast food.
“Make It Great”
a very large in size,quantity or
degree,of importance of fast
food
product is used to
persuade the readers to will
enjoy of food‟s product. Great
in the slogans is a make the
“Make It Great”
readers feel happy and good
when try the fast food produt
slogans. Make it great in pizza
hut product is actual meaning
for persuade the readers.
“the Flavor of Now”
flavor
has
many
meaning,such us: delicious,
rich, spicy, flavour, the
language used flavor in slogans
of fast food is a especially
meaning for persuade the
“the Flavor of Now”
readers.
“Gather „Round the Good
Stuff!”
Good as adjective it is a really
meaning, a high of quality,
pleasant; that your enjoy or
want. Behavior which is
morally right or acceptable.
“Gather „Round the Good Good is used most frequently
in advertising slogans for
Stuff!”
persuade the readers.
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Dunkin‟Donuts
6
Burger King 1
“Taste of Good Moments”
Tastes of good moments in
Dunkin‟Donuts slogan is a
good advertisement slogans for
language
in
conceptual
meaning to persuade the
readers. Where the readers
have many problem and try to
food the products, the reader
“Taste of Good Moments” will feel enjoy and good.
“It Just Tastes Better”
“It Just Tastes Better”
Starbucks 1
“The Best Coffee For the
Best You”
Starbucks 2
“A Delicious Way,
to Start Your Day”
Starbucks 3
(3a) “Want Some Get
Some”
„Tastes‟ „Better‟ is suggests
that fast food advertisement
slogans has some higher
quality tahn competitors.
“It Just Tastes Better”
Used tastes better in
products of fast food is a very
important languange give
meaning to persuade the
readers for enjoy and feel good
of the product.
“The Best CoffeeFor the Best
You”
Best is the most of excelent
type or quality and it most
enjoyable; happiest. Best in
text slogans of products fas
food is used a real meaning for
persuade the readers
„Best‟ suggest the fast food
product, supreme quality that
there is nothing comparable to
their products.
“A Delicious Way, to Start
Your Day”
Delicious as a adjective, is
having a very pleasant taste or
smell.
“A Delicious Way,
to Start Your Day” Used is
Delicious , rich, spicy, flavour,
it is a especially meaning for
persuade the readers.
(3a) “Want Some Get Some”
When we want some, we can
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Starbucks 4
get some, it is a good product
slogans for persuade the
readers,get
used
receive
something
and
obtain
something.
(3b) “Receive A $25 Starbucks
Gift Card When You Refer a
Friends”
it means that Gift is a naturally
ability
to
speak
and
persuasively.It means refer to
something mentioned about ;
(3b) “Receive A $25
(1) to describe or be connected
Starbucks Gift Card
to something, (2) look at
When You Refer a
something or ask a person to
Friends”
something information
This fast food product is
persuasive the consumen with
gift card as the concept of
product„s buy until the readers
feel enjoy.
Used this text
“Want Some Get Some”
“Receive A $25 Starbucks Gift
Card When You Refer a
Friends” it is a good slogans
of fast food products for
persuade the readers to want to
buy and will enjoy and happy
with the fast food product.
“Here‟s to the Best part of
Your Day”
The best is a real good of the
most excellent or desirable
type or quality, most enjoybale,
and the most excellent. It is
the best seller from fast food
product‟s.
Used the best in the product
use for persuade the readers
until want to buy the product of
“Here‟s to the Best part of fast food and can be enjoy with
their day.
Your Day”
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4.1.2.2 How Connotative Meaning Used in Fast Food Advertisements Slogans
Based on the Leech‟s theory, the anaysis of Connotative Meaning Used in
Fast Food Advertisement Slogans , as it can be seen table 4.9
Table 4.9 Connotative Meaning used in Fast Food Advertisement Sogans
Data
Slogans
Explanation
“I ate the bones!”
Kfc 4
“I ate the bones!”
Pizza Hut
“Our Crowning Glory”
It means that data text Bones in
the phrase is a literal meaning, give
a meaning expressions.
Bones is use of nonhuman, but
in context bones eaten by human.
The literal meaning on the text
slogans is used to persuade the
readers until will enjoy with the fast
food.
“Our Crowning Glory”
Crowning is an ornamental
headdress denoting sovereignty,
usually made of gold embedded
with precious stones and also used
for a wreath or garland for the
head, awarded as a sign of victory,
success, honour, etc.
“The Crown Crust Pizza”
crown is a special sign for king, the
stage of labour when the infant's
head is passing through the
vaginal,as
making
something
perfect or complete (special).
“Our Crowning Glory”
“The Crown Crust Pizza”
In the product of fast food text
slogans using crown for food. It is
a real connotative meaning as a
literal meaning. Style is used to
persuade the readers for enjoy with
the products.
“The Crown Crust Pizza”
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“It‟ll Blow Your Mind Away”
Burger
King
“It‟ll Blow Your Mind
Away”
JCO
“Take A Bite For A
Glazzier Smile”
AW 1
“Signature Dishes”
AW 2
“Orange Peach Magic”
It is just illustration, Blow is can
give to move something to moved
by the wind, somebody bearth.
Mind as noun is a part of a person‟s
brain, The product of fast food
slogans used to make our problems
lose when we try to food this
product.
“Take A Bite For A Glazzier
Smile”
This context is illustration of the
something. Smile as noun is a
expression of the face with the
corners of the mouth turned up,
showing amusement,happiness. In
the text slogans smile use to
product promotion to persuade the
readers will be enjoy and feel
happy with the product of fast food.
“Signature Dishes”
Signature /ˈsɪɡnɪtʃə/ noun is