SKRIPSI
Submitted to fulfill one of requirements ofSarjana SastraDegree
ASIH RATNASARI 63704038
ENGLISH DEPARTMENT FACULTY OF LETTERS
INDONESIA UNIVERSITY OF COMPUTER BANDUNG
I hereby certify that the skripsi entitled AN ANALYSIS OF CIGARETTE ADVERTISEMENT SLOGANS (A Study of Syntax and Semantic) is honestly my own work. I am fully aware that I have quoted some statements and ideas from
various sources, and they are properly acknowledged in the text.
Bandung, July 2010
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conducted to describe and analyze the features of meaning build the characteristics in cigarette advertisement slogans and what the effects are made in cigarette advertisement slogans through slogan language. The theory used in this research is theory adopted from Geofrey Leech about the meaning which is more specified to denotative and connotative meaning added with theories of advertisement adopted from several references. Advertisement language is one of the linguistic phenomena, in this case slogans or taglines that have differently unique in their structures and dictions. By using good and effective language, the consumers will comprehend the delivered message of the product offered.
The method used in this research is analytic descriptive. The data collection technique is by classifying slogans into two types of meaning namely; denotative and connotative. The data were taken from internet, banners, local and foreign TV commercial programs, and billboards.
After conducting the research, the writer takes some conclusions that: (1). the features of meaning build the characteristic in the cigarette advertisement slogans are divided into denotative and connotative meaning. The denotative meaning of slogans absolutely talk about the messages delivered directly to attract consumers’ attention about the product offered. The connotative meaning will be largely explained by using the figurative of speech namely metaphor, metonymy, hyperbole, euphemism and synecdoche. Those all are used to create good slogan, so that the consumers are willing to buy the product offered. (2). the effects are made in the cigarette advertisement slogans are divided into three types namely; Declarative type is used to reveal the benefit of product, Imperative type is used to ask the consumers to do the activity as the slogan recommends, and the Interrogative types is used to get more attention or impression of consumers about the product offered.
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karakteristik slogan iklan rokok dan dampak apa yang dibuat dalam slogan iklan rokok melalui bahasa slogan. Teori yang digunakan dalam penelitian ini adalah teori yang diadaptasi dari Geofrey Leech tentang makna yang lebih difokuskan pada makna denotatif dan makna konotatif, dan teori-teori periklanan yang diadaptasi dari beberapa referensi. Bahasa iklan merupakan salah satu fenomena linguistik, dalam hal ini slogan atau tagline yang mempunyai keunikan yang berbeda dalam struktur dan diksinya. Dengan menggunakan bahasa yang baik dan efektif, konsumen akan memahami pesan yang disampaikan terhadap produk yang ditawarkan.
Metode yang digunakan dalam penelitian ini adalah deskriptif analisis. Teknik pengumpulan data adalah dengan mengklasifikasikan slogan-slogan tersebut menjadi dua jenis makna yaitu makna denotasi dan konotasi. Data diambil dari internet, banner, iklan TV lokal dan interlokal, dan billboard.
Setelah dilakukan penelitian, penulis dapat menarik simpulan bahwa: (1). fitur-fitur makna yang membentuk karakteristik pada slogan-slogan iklan rokok terbagi menjadi makna denotasi dan makna konotasi. Makna denotasi bertujuan benar-benar untuk menarik perhatian konsumen secara langsung terhadap produk yang ditawarkan, sedangkan makna konotasi akan dijelaskan secara luas lagi dengan adanya penggunaan gaya bahasa seperti gaya bahasa metaphor, metonimi, hiperbola, eupemisme, dan sinekdok. Gaya bahasa tersebut digunakan untuk menciptakan suatu slogan yang bagus sehingga konsumen berkeinginan untuk membeli produk yang ditawarkan. (2) dampak yang dibuat dari slogan-slogan iklan rokok dibagi menjadi tiga tipe yaitu tipe deklaratif digunakan untuk mengungkapkan keunggulan produk, tipe imperatif digunakan untuk mengajak konsumen melakukan kegiatan seperti yang diperintahkan di slogan tersebut, dan tipe interogatif digunakan untuk mendapatkan perhatian dan kesan yang lebih dari konsumen terhadap produk yang ditawarkan.
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ABSTRAK vi
ACKNOWLEDGEMENTS vii
CONTENTS ix
LIST OF TABLES xi
LIST OF FIGURES xii
LIST OF APPENDIX xiii
CHAPTER I INTRODUCTION
1.1 Background to the Study 1
1.2 Research Question 4
1.3 Objectives 4
1.4 Significant to Knowledge 4
1.5 The Framework of Theories 5
CHAPTER II THEORETICAL REVIEW
2.1 Theory of Semantics 8
2.1.1 Definition of Semantic 8
2.1.2 Meaning 10
2.1.3 Interpretation of Meaning 11
2.1.4 Types of Meaning 11
x
2.2.1 Definition of Advertisement 22
2.2.2 Positioning and Brand Image 24
2.2.3 The Purpose of Advertisement 24
2.2.4 Slogans/Taglines 25
2.2.5 The Understanding of the Slogans/Taglines 28
CHAPTER III RESEARCH OBJECT AND METHOD
3.1 Research Object 30
3.2 Research Method 31
3.2.1 Data Collection 32
3.2.2 Data Analysis 33
CHAPTER IV FINDING AND DISCUSSION
4.1 The Analysis of Cigarette Advertisement Slogans that have 37
Connotative Meanings
4.2 The Analysis of Cigarette Advertisement Slogans that have 58
Denotative Meanings
CHAPTER V CONCLUSIONS AND SUGGESTIONS
5.1 Conclusions 75
1
1.1 Background to the Study
Advertisement is a tool of communication which can be delivered verbally,
nonverbally, or both, to let people know about certain products. The
encyclopedia of knowledge (1991: volume 1), states that advertisement is a
message printed in the newspaper or magazine, broadcasted on radio or
television, sent to individuals through the mails, or disseminated in some other
fashion that attempts to persuade readers or listeners to buy particular product,
favor a particular organization or to agree with the particular idea.
Advertisement has become important media for people’s life today which is
used to disseminate information about the newest product. We can find
advertisements when we read a magazine and a newspaper, listen to the radio,
watch the television, browse over the internet, or just walk. The aim of the
advertisement is mostly to inform people of a new product, to introduce new
variant of old product and to maintain of old product in order to still be known,
it also creates a desire to possess the product. Nevertheless, not everyone can
which contains unique and interesting slogans. One of the elements of
advertisement is slogans or taglines. In slogans or taglines; language is the
important tool. The advertisement language aims at persuading the consumer
to buy the products. The advertiser/copywriter spreads the information of their
products by using good and effective language. By using good and effective
language, the consumers will get impression of the products offered.
As having explained before, one of the elements to mediate the language of
advertisement is slogans or taglines. Almost all products have the slogans;
Tom Altstiel (2008:165) mentioned that slogans are usually in form of a short
phrase or sentence, which gives space for readers to explore the meaning of it
freely. The advertisers choose the creative and interesting words to be the
language of their slogans. The language of slogans represents the particular
product. The slogans of a product have the characteristic that is different from
other product.
Tom Altstiel states that slogans or we call them taglines are usually the
catchphrases that appear after the logo in a print ad or at the end of the
commercial, and, in most cases, they are very forgettable. However, taglines or
slogans can be the most important element of a campaign. The language of
advertisement is divided into two types: spoken and written language,
people’s attention; it must be communicative and make people easy in
comprehending the message. Language of an advertisement aims at making
consumers be interested in products offered, so that it emerges some people’s
assumptions toward the products. Slogan is a tool to create the product offered
being interesting.
As linguistic phenomena, language in advertisement, in this case the
slogans is carefully designed and thoughtfully planned to attract many
different people’s attention toward the advertisement. However, the lack of
understanding in composing the structure of advertisement slogans causes the
diversity in meaning, such as the interlocking relationship. The intensity of
various sentence structures becomes the characteristic of a sense of the
language which occurs in advertisement slogans.
The research object is slogan’s cigarette advertisement and the data are
taken from television, banner and internet. The slogans are released from 2001
until 2010. The writer chooses slogans since slogans often play important role
in grabbing consumers’ attention among many products offered by many
companies. Cigarette advertisements are kinds of advertisement mostly are
performed by men. This may be an indication that copywriters create
advertisements by considering gender.
From the explanation above the writer is interested in conducting a
research dealing with the analysis of slogan’s cigarette advertisement as a
of meaning that build the characteristic of slogans and describes the emphasis
made in the slogans through the slogan language. The writer hopes that the
result of this research could help us to understand more on the language used
in advertisement and how the slogans can influence the society as the
consumer.
1.2 Research Questions
Problems of the present study are formulated in the following questions:
1. What features of meaning build the characteristic of the slogan?
2. What effects are made through the slogan language?
1.3 Objectives
Below are some focuses expected to be accomplished through this research:
1. To find out the features of meaning build the characteristic of the slogan.
1. To describe the effects are made in the cigarette advertisement slogan
through the slogan language?
1.4 Significance to Knowledge
The writer hopes that this study can have knowledge about what the
meaning of the cigarette advertisement slogan is by using semantic analysis as the
ground theory and the research applies the advertisement theory as supporting
of an advertisement and will help copywriter/advertiser to be able to produce a
good tagline/slogan. In addition, the writer hopes that the study can give
contribution to the theory of meaning that is to prove that the theory of meaning
which is combined with advertisement theory can give solution to the problems in
understanding some advertisements. Through a semantic analysis and
advertisement theory, the writer wants to know the process of producing the
advertisement in cigarette advertisement slogans. Moreover, the writer hopes that
the result of this study can give contribution to the students in Indonesia
University of Computer, especially the students of English Department for
understanding deeply the features of meaning and the emphasis made in cigarette
advertisement slogans by applying semantic analysis and advertisement theory.
1.5 Framework of the Theories
This research uses grand theory from Geofrey Leech (2003:19) in the book
entitled “Semantics” that he states there are seven meanings in which each of them
shows the different functions in communication. The theory actually purposes two
strategies that are denotative and connotative. The connotative meaning will be
largely explained by using Keith Allan’s theory about figurative of speech namely
metonymy, hyperbole, synecdoche, metaphor, and euphemism. Thus, the
theoretical foundation of this research is precisely directed by using syntax,
semantic and advertisement theory. The supporting theory is used from Pateda and
theories from several references added to find out the brand image and positioning
the cigarette advertisement slogans. By examining the structure of the phrase or
clause of the slogan will be known the differences structure of slogans influence
the purposes of the message delivered. There are three types namely: declarative,
imperative and interrogative. The below scheme will give a description about this
Scheme of the research
Qualitative Data Two Kinds of Meanings
Denotative meanings:
A Live with Pleasure, Fresh is Cool is, Others can Only Follow, Cool Groove, Make Up Your Today’s Mind,
Indonesia’s Unique Clove Cigarette, Slim Smooth Square, My Life My Adventure, Cool.Calm.Confident, Enjoy the Adventure, Deeply Enjoyable
Connotative Meanings:
Come to Marlboro Country, Come to Where the Flavor is, The Flavor of Adventure, Taste Me, Light Up the Night, Mild Plus for Male Plus, How Low can You Go, Think Black, King Size, It’s Time for Classic, Show Your Red, Trial Game
Statement of the problem
How is the application of the Semantic Analysis in the Cigarettes Advertisement Slogan?
Question 1:
What features of meaning build the characteristic of the slogan?
Question 2:
What effects are made through the slogan language?
The application of principles of semantic analysis (describes the lexical meaning then the representative word can be supported to determine the feature of meaning)
Analysis of the denotation or connotation word, thus it can be associated with the characteristics of slogan language structures. The using of (phrase and clause type:
Declaratives. Imperatives,
Interrogatives, and Exclamatives) to find out the purposes of the effects are made in the cigarette
advertisement slogan.
8 2. 1 Theory of Semantics
2.1.1 Definition of Semantics
In correlation to this study, it is important to know the general description
of semantics. Lyons (1997:1) said, “Semantics is generally defined as the study
of meaning, and this is the definition which we shall initially adopt”. Fromkin
and Rodman (1974: 206) said in their books that the words, phrases, and
sentences have the linguistic meaning is known as semantics. In order to
support this statement, Adrian Akmajian(1995:213) states that semantics is
generally considered to be the study of meaning (and related notions) in
languages, whereas in the field of logic, semantics is generally considered to
be the study of linguistic reference or denotation and truth conditions in
languages. Besides that, O’Grudy and Dobrovolski (1989), defines that
semantic is the study of human language.
Based on the above definition, it can be concluded that semantics is a study
in which meaning or sentence of a certain language becomes the object. In this
case semantic can be used to figure out the meaning and effects are made in
correlation between semantic and advertisement language; in this case, slogan
is one of the linguistic phenomena that has lack of understanding in composing
the structure of advertisement slogan which causes the diversity in meaning
such as the interlocking relationship. It also makes the intensity of various
sentence structures become the characteristic of a sense of the language which
occurs in advertisement slogans. For example: the slogan “Come to Marlboro
Country” begins with the words “Come to” the word’Come” lexically means
to move toward, into, etc.Semantically, the use of the word “Marlboro”in the
slogan has connotative meaning, where the phrase of Marlboro Country is
associated with the name of the state. In truth condition, Marlboro is not the
name of the state but it refers to the cigarette product on red package. Besides
that, the phrase Marlboro Country creates new characteristic as an identity,
namely: they create character of cowboys, men with their personality which
fascinate the readers and the men who race a horse. The phrase Marlboro
Country means Marlboro smokers’ association who has characteristics and
creates an image of cowboys. The slogan portrays the fresh, healthy, natural
attitude, as they also embody the image of cowboys as tough individuals who
are rugged, strong and independent. In this case, the word Marlboro involves
to metonymy in which the word Marlboro is used to replace the Marlboro
cigarette product. This image of the slogan suggests that Marlboro is for the
intimately invitation for people to be smoker theMarlboro cigarettewhich has
particular taste.
The language of advertisement is divided into two types: spoken and
written language, language used in the advertisement is arranged as good as
possible to get people’s attention; it must be communicative and make people
easy in comprehending the message. To sum up; semantic is the main
component to analyze the meaning of slogans which differently have unique
characteristic in their structures and dictions.
2.1.2 Meaning
A core issue in the field of semantics is the meaning, Lyons (1968:400) on
Pateda states semantics can be defined as the study of meaning. For that we
firstly want to answer, what is the meaning? The word ‘meaning’, in
accordance with the verb ‘mean’ is the most disputed terms in the English
language. All meanings are potentially reflected in fitness for communicative
intent.
According to O’Grady (1996:275), meaning can be defined as follows,
“meaning must be something that exist in the mind rather than the world and
that it must be more abstract than pictures and that more abstract to it than
just features. As having explained before, meaning is a process of thinking
systematically toward the core meaning of lexical words that something
of relationship between language and nature outside of language. The meaning
of slogans language is important in comprehending the messages of product
offered. The advertisers choose the creative and interesting words to be the
language of their slogans. The language of slogans represents the particular
product. The slogans of a product have the characteristic that is different from
other product.
2.1.3 Interpretation of Meaning
O’Grady (1996:284) states that “the meaning of a sentence is determined
by the meaning of its component parts and the manner in which they are
arranged in syntactic structure”.
There are several factors that can assist the interpretation of the meaning of
a sentence, namely:
The speaker’s and addressee’s background attitudes and beliefs, their understanding of the context in which a sentence is uttered, and their knowledge of how language can be used to inform, to persuade, to mislead and so forth(O’Grady, 1996:295).
2.1.4 Types of meaning
Leech in his book entitled ‘semantics’ (1974:19) divided meaning into
seven types in which each of them shows the different functions in
communication. Those are conceptual meanings, associative meaning;
including connotative, stylistic, affective, reflective, and collocative, and
meanings. They are chosen because the data found on the slogans of cigarettes
advertisement are mostly as the denotative and connotative meaning. Below
are further explanations of two meaning types stated by Geofrey Leech.
1. Denotative/Conceptual meaning
Leech (1974:20), mentioned:
The conceptual meaning has very complex and complicated compositions, which is clearly comparable and can be associated with a similar arrangement at the level of phonological language and syntactical.
Besides that, O’Grady defines that denotation is the meaning of a word or
phrase with the entities to which it refers…. (1996:273)”. For instance: the
word adventure means an unusual, exciting or dangerous experience. To
sum up; the denotative meaning is the same as the lexical meaning if the
lexeme is not associated with something outside the languages. In addition,
Keith Alan (2001:46) defines denotation is the relation between language
expression and things or events in world-not just the world we live in, but
any world and time that may be spoken. The writer takes conclusion that
denotative or conceptual meaning is meaning which contains in lexeme
without associating it with other things or the figurative meanings.
Moreover, the lexical meaning can support to define the denotative
meaning.
Kridalaksana, (1982:103) on Mansoer Pateda defines:
entah dalam bentuk dasar atau leksem turunan dan maknanya kurang lebih tetap seperti yang dapat kita lihat dalam kamus. Makna leksikal ini dipunyai unsur – unsur bahasa lepas dari penggunaanya atau konteksnya.
It means that lexical meaning is the meaning of a stand-alone lexeme
simply by dictionary, because the meaning can change if the lexeme is
situated in the sentence.
2. Connotative meaning
Leech (1974:23) defines that Connotative meaning is the communicative
value of an expression according to what is referred to, exceed the above
contents are purely conceptual. For example: the word “woman” as
conceptual meaning has three characteristics Manusia, Perempuan,
Dewasa (+HUMAN,-MALE, ADULT)’ can be more explained as the
connotative meaning comprising ‘the nature of putative’ of reference,
caused by the views received by the individual or group or all members of
society. Thus, connotative meaning is owned by the communicative value
of the expression based on what it refers, over and above that is owned by
its conceptual meaning. Additionally, O’Grady (1996:273) defines “that
connotation is “the set of associations that a word’s use can evoke that one
notion that is closely linked with the concept of meaning”. Consequently,
Connotations vary independently of sense and denotation; and they vary
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use the language style such as, hyperboles, euphe
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1. Metaphor
The basic structure of metaphor is so simple, there is something we talked
about and something used to compare with something that we talk about. A
typical dictionary definition of metaphor is “the use of a word phrase to
mean something different from the literal meaning” (Oxford Advanced
Learner’s Dictionary). As Lakoff has persuasively argued, metaphor is all
pervasive in language, and is for the most part effortlessly interpreted, so it
deserves more constructive consideration. There have been many
suggestive commentaries on metaphor, however, leaving much to be
explained. The Greek word from which the term metaphor originated
literally means “transfer”. For Aristoteles, what was transferred was the
meaning of one expression to another expression. It means a metaphorical
meaning was always the literal meaning of another expression. According
to Lakoff on Alan Cruse (2000:205), metaphors are not merely decorative
features of certain styles, but are an essential component of human
cognition. Metaphor involves: a source domain, a target domain, and a set
of mapping relations or correspondences. In addition, some experts, such
as Badudu (1981:70) said that “gaya bahasa metafora ialah gaya bahasa
yang memperbandingkan suatu benda dengan benda lain, whereas Ogden
and Richards (1972:213) mentioned:
of facilitating the discrimination of an analogous relation in another group”.
For example: life is journey, metaphor borrows structuring ideas from the
domain of a journey and applies them to life. In this case, life is being
compared to a journey because of some point similarities and some
common characteristics.
2. Metonymy
In metonymy, a word is used to stand for something that is closely related
to it. Besides that, metonymy relies on an actual, literal association
between two components within a single domain and no restructuring is
involved. As stated by Jakobson and Halle (1956) on Alan Cruse
(2000:210) who said that “metaphor was based on resemblance, whereas
metonymy was based on contiguity which we can gloss without too much
distortion as association” Metonymy contains the nearness of meaning of
two things, occasionally a thing is used to replace a purposed item. For
example: if someone said “buy Bentoel”, it means Bentoel cigarette,
lexeme Bentoel directly refers to object which is called product of the
cigarette.
3. Hyperboles
Hyperboles or overstatements are found in euphemism. A hyperbole is a
metonymy or synecdoche with more said than the writer intended the
is not to be understood as if it were literal description. For example: flight
to glorymeansdeathand the expressionthey turned the world upside down
is an exaggeration. World is used to stand for people, in this case many
people but probably not all the people in the world. The hyperbole is used
to make statements or expressions feel more interesting and polite or
deliberate exaggeration.
4. Euphemism
A euphemism is talking about something distasteful in a nice way. Larson
(1984:116) defines that a euphemism is a figurative expression, there is the
substitution of one word for another, or one expression for another. All
languages have euphemistic expression which substitute for certain words,
and euphemism is used to avoid an offensive expression or one that is
socially unacceptable, or one that is unpleasant. For example: the Jews
avoided mention of the name of God by using the word heaven. All
languages have euphemistic expressions which substitute for certain words,
especially in the area of sex, death, and the supernatural. For example
English language has a way of saying die without using the word which
has the primary meaningdiebut they uses the wordpass away.
5. Synecdoche
Figurative senses based on part-whole relationships are also quite common
in some languages and are called synecdoche. For example: in the Lord’s
breadof the classfood, is substituted forfood.The prayer is really talking
about food , not just bread which is one part of the whole class food.
Synecdoche is used to describe the specific words that cover common
words.
2.1.6 Truth Condition
The purpose of semantic theory provides an account of how speaker
has the ability to recognize the truth condition on statements. Keith Allan
(2001: 47) defines that a truth condition on a statement or proposition is the
condition that must be met for it to be assigned one of the truth values from the
range (true, false). In the meantime we rely on a common-sense understanding
of what it means for a statement to be either true or else false. For example: In
order to understand and evaluate the meaning of “It is raining or Kangaroos
are marsupials or De Gaulle was taller than Napoleon”. You need to know
the conditions under which these statements would be true. Knowing these
conditions allows you to make inference. In this case, by examining the truth
conditions of cigarette advertisement slogans are easy to determine the
condition of the features of meaning build the characteristic in the slogan.
2.1.7 The characteristic of language forms
Most languages have grammatical ways of indicating the illocutionary
1. Declaratives
The normal interpretation of this sentence would be that the speaker is
making statement. The declarative structure is probably what you would
think of as the most normal way of arranging sentence, with the subject
preceding the entire predicate. A declarative will be used, other things
being equal, to make statement. Now, obviously, a sentence in declarative
form can have a wide range of illocutionary force. Something like “He’s
leaving” can function to inform someone of the fact, to ask whether it is
true (normally with appropriate intonation), as a promise, or a threat, or a
command, or even a congratulation. In this sense, perhaps that the
declarative form can be viewed as basic, and prototypical manifestation, it
commits the speaker to the truth of the expressed propositions, and thus
belongs to the same family of illocutionary meanings as assert, state,
declare, claim, etc.
2. Interrogatives
All interrogatives, at least in their prototypical uses, express ignorance on
some points, and aim at eliciting a response from a hearer which will
remove the ignorance. The basic interrogative structure with just
subject-operator inversion gives us what is known as a yes-no interrogative is as a
question expecting the answer yes or no. Standardly assumed the
either this can be about whether something is or isn’t true or it can be a
request for more specific information.
3. Imperatives
The most common function of imperatives is to direct; so they aren’t like
statements, which can be true or false. In this case, speakers are directing
someone to do something, and this can include a range of things like
commands, requests, instruction, prohibition, permission, and even advice.
Palmer (1986:29-30) suggests that the basic meaning of the imperative is
the expression of a generally favorable attitude to the action indicated. The
prototypical use of the imperative is to elicit actions which are beneficial to
the speaker: case like ‘come in!’ in answer to knock on the door, or ‘have a
nice holiday!’ on this view would not be prototypical uses.
4. Exclamations
Exclamations cannot be performed by any performative verbs; that is,
those verbs one of whose functions is to signal specific speech acts, have a
certain peculiar properties which set them apart from non-performative
verbs,(Alan Cruse 2000:334). Exclamative sentence will typically be used
to make exclamations not surprisingly. The function of exclamative
sentence is much more restricted than that of any of the other sentence type
2.2 The Language of Advertisement
What the text in the advertisement tells the consumers and how the
message is told by the advertisers is sometimes more important than visual
aspect. The visual content and design have a very great impact on the
consumer, but it is language that helps people to identify a product and
remember it. The language of advertisement covers all aspects of advertising
languages, from the interrelation of language, image and layout to discourse
between reader and advertisement. The ultimate objective of advertisement
language is to attract consumer’s attention to the product or service on offer.
To achieve that aim, advertisers use language distinctively, they are
manipulating words or distorting their visual meanings to direct the consumers
to the action by influencing them with the written language. The
advertiser/copywriter spreads the information of their products by using good
and effective language. This causes the consumers to get impression of the
product offered. Basically the good advertisement has some elements which
are commonly used in the public media namely: headline, slogan/tagline, and
body copy. In this case, Tom Altstiel states that slogans usually are the
catchphrases that appear after the logo in a printed ad or at the end
commercial, and in most cases they are very forgettable. The advertisers
choose the creative and interesting words to be the language of their slogan.
2.2.1Definition of Advertisement
Rhenald Kasali, (1998:9) defines that advertisement is part of a
promotion mix, and the promotion mix is part of the marketing mix. The
quotations simply defines advertisement as messages that offer a product
addressed to society through a media and ads aim at persuading people to
buy the product. In addition, Frank Jefkins on Rhenald Kasali, states
“advertising aims to persuade people to buy”.
(Table 1. The origin of the advertisement and promotions word,
Rhenald Kasali, 1998:10)
Asal kata (latin) Terjemahan Fungsional
Advertere (Advertising) To run toward
Promovere (Promotion) To move forward or advance
Sasaran iklan adalah mengubah jalan pikiran konsumen untuk membeli
Sasaran promosi adalah merangsang pembelian ditempat.(Immediately stimulating purchase).
The promotion is more intended as a sales promotion, namely the
promotion of display, prizes, raffle coupon etc that is directly provided in a
variety of distribution channels. Meanwhile the definition of advertisement is
a process that involves the preparation, implementation, and monitoring
delivery of advertisements. Advertisement is then used to create people’s
awareness of the company’s product or services, immediately people’s
actually buy the products or services. In fact, advertisement is also used to
persuade people to believe in things (believe that some thoughts offered by
an advertiser is a good, right and urgent one).
2.2.2 Positioning and Brand Image
In the process of marketing a product, two fundamental aspects must be
considered. These are positioning and brand image. Advertisers must consider
how they position their products. Positioningis"what the product does, and who
it is for". The same product could be positioned several ways. For example,
consider the positioning of a new cereal called "Start". Depending on the merits
of the product, the copywriter could put this cereal to senior citizens because it
contains high energy compounds that could allow seniors to partake in more
activities. The copywriter could also put this same cereal as a children's breakfast
cereal because the name is synonymous with the high energy level of children.
The positioning of any product will determine your target audience. A second
consideration is the brand image of the product. Image means "personality" and
every product has a personality. Many things go into developing a brand image
including the name of the product, the packaging, the price and the style of its
advertisement. Consider cigarettes advertisement, everyone has different tastes as
well as smokers who certainly have a special view of a particular cigarette brand.
For example: Marlboro's image appeals particularly to men who are identified
with adventure and thrill seeking. Marlboro sponsors many car races which
promote the image of the brand through association. Virginia Slims is positioned
as a product used by independent, successful young women and Camel cigarettes,
with the Joe Camel cartoon character, presents a brand image of perhaps slight
rebellion or naughtiness, yet "coolness" and is a favorite brand among young
smokers. Once again, it should be evident that, advertisement, like all forms of
media is a constructed message containing an ideology.
2.2.3. The Purpose of Advertisement
The ultimate purpose of all commercial advertisement is to persuade people to
buy. According to the interpretation of Tom Altstiel mentions that to be effective
a good advertisement must have:
1. The ability to get our attention. Hundreds of advertisement are seen/heard
each day. Therefore, an effective advertisement must stand out from the
competition and grab the consumer's attention.
2. The ability to sustain our attention. It is important that the potential
consumer learn something about the product. An effective ad involves the
reader in the details of the ad and carries the reader's attention through the
3. The ability to transmit the message. Clarity of message is important if the
message is in limited space. So that, the consumers are demanded to
understand deeply the messages delivered.
4. The ability to convince the potential consumers to accept the message of the
advertisement and the advertisement brand. Thus, the ability of the
advertisement is to persuade, to accept and to buy the product.
2.2.4. Slogans/Taglines
It’s hard to think of well-known brand without thinking of its taglines.
Taglines were once called slogans. The origin of the word slogan came from
the Gaelic slaughaiirm, used by Scottish clans to mean ‘war cry’. Slogans
have been an integral part of consumer advertisement since the civil war. In
the later part of the twentieth century, many slogans became shorter and were
acceptable for any companies. Alina Wheeler (2003:42) states in her book
“The tagline is short phrase that captures a company’s brand essence,
personality, and positioning, and distinguishes it from its competitors”.
Additionally Debra Koonttz Traverso, aouthor, Outsmarting Goliath on Alina
Wheeler defines A tagline is a slogan, clarifer, mantra, company statement or
guiding principle that describes, synopsizes or helps create an interest”.
According to the opinion of Tom Altstiel (2006:165) explain the taglines
after the logo in a print ad or at the end of the commercial, and, in most cases,
they are very forgettable. Taglines are the most important element in the
advertisement. Some consumers typically put more expectations on the
taglines, because it usually contains a description of the company taglines and
product positioning. The main purpose of the taglines is to build and
strengthen the presence of a product.
Having been explained before, that the slogans or taglines are often short,
memorable phrases used in advertisement and often play a large part in the
interplay among rival companies, also express the aims of nature of an
organization. Taglines frequently have a shorter life span than visual identities.
Like advertisement campaigns, they are more susceptible to marketplace and
life style changes.
An effective slogan usually has basic composition as follows: a tagline
must be short, be differentiated from its competitors, unique, must capture the
brand essence and positioning, easy to say and remember, cannot have any
negative connotations, typically displayed in a small font, protected and
trademarked, evokes an emotional response, and last it is difficult to create.
Based on the writing of effective slogans, as mentioned previously, hence
it emerges the ideas that writing slogans like developing whole concepts. Tom
Altstiel (2007:169) states the concept becomes the creative tree for taglines as
the figure below illustrates a brief template for a business to business client,
(Figure 2. A creative tree template for slogan Tom Altstiel 2003:169)
Based on the explanations before, the writer can take conclusion that
advertisement slogans start from one idea which later will be developed with
including wide selection, advanced design and superior customer. So that, it
results one tagline comprehended and in order to support the existence of
advertisement product which is supported.
THE ONE THING
This company makes innovative DC fractional horsepower motors used
in automotive, lawn and garden, marine, medical and appliance applications and provides complete
design, testing, and prototyping services.
Wide Selection Advanced Design Superior Customer Support
A world of solutions
The right choice The right selection Power solution worldwide
Creating one’s future
Forward thinking Leading the way New ideas to power one’s business
Moving to the next level
2.2.5. The understanding of the slogans/taglines
Xiaosong (1998:2) an expert of advertisement and translator of English to
Chinese divided slogan discussion into three levels namely, word level, syntax
level, and semantics level. In this study, the writer will focus only to semantics
level. In the semantics level, Xiaosong said,” ad slogans have to conform to
the code of commercial practices semantic ambiguity is needed to avoid any
sensible legal liability”.
There are a few style of writing advertisement slogans in order to slogans
to be short and easy to remember, namely:
1. To achieve an emphatic effect, the advertisement slogan is just like
a headline which uses initial capitalization to attract message
mentioned or to stress every words. It says to impress the reader.
For example: Toyota I love What You Do For Me
It aims to achieve an emphasis effect, such as advertisement
slogans headlines by using a capital letter in the beginning of every
word.
2. Alliteration can help the slogans achieve the strong beating rhythm
needed to make it a repeatable sentence. Alliterations also achieve
an emphatic effect of the meaning.
For example: Greyhound Greyhound going great
3. In the present simple negative and interrogative sentence it is
more colloquial. In some occasions the auxiliary verb has totally
been left out in the questions.
For example:
Shouldn’t you company spend less on hotel bills? FT Hotel
Advertisement.
4. Comparatives and superlatives occur in almost every
advertisement, often combined with the adjectives gives the
30 3.1 Research Object
This object of this research is the cigarette advertisement slogans. In doing
the analysis, the writer uses semantic and advertisement theory to describe the
usage of advertisement language in producing the cigarette advertisement slogans.
The data are taken from the internet, banners, local, national and foreign TV
stations, and billboards. The slogans have been produced from 2001 until 2010.
The chosen objects are actually based on the interest to see the phenomena of the
use of language in the advertisement that is differently unique in their structures
and dictions.
The next focus is the choosing of the research data based on two kinds of
meaning; namely denotative and connotative meanings. Then, by observing the
slogans that appear on television, there are some questions; what are the features
of meaning reflected in the cigarettes advertisement slogans and what effects are
3.2 Research Method
Characteristically, the research method used is qualitative approach since this
study attempts to describe the linguistic phenomena in cigarette advertisement
slogans covering what features of meaning build the characteristic of the slogan
and what effects are made through the slogan language. Also, a qualitative method
is used since the writer is interested in studying how the cigarette advertisement
slogans occur, and how the advertiser/copywriter comes to certain choice of
language used in the slogans.
To analyze a thing that typically refers to the social context, Creswell (1994:1)
has assumed that.
Qualitative research is designed to be consistent with the assumptions of a qualitative paradigm. This study is defined as an inquiry process of understanding a social or human problem, based on building a complex, holistic picture, formed with words, reporting detailed views of informants, and conducted in a natural setting.
As Kutha Ratna (2004:53) mentioned:“metode deskriptif analitik dilakukan
dengan cara mendeskripsikan fakta-fakta yang kemudian disusul dengan
analisis, secara etimologis deskripsi dan analisis berarti menguraikan”.
In addition, analytic descriptive will be used as the method of this research.
This method will be operated through the analysis of research data collection so
3.2.1 Data Collection
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, local, national
and foreign TV commercial, and banners.
2. Collecting the data (cigarette advertisement slogans).
In this process, the collected cigarette advertisement slogans were released
from 2001 until 2010. The cigarette advertisement slogans were
downloaded from website then they were transcribed to phrases and
clauses, and were categorized into type of cigarettes. The data were taken
from several sources such as internet www.youtube.com and
www.tvconair.com
3. Choosing the data
In this process, the data collected are the slogans concerning with cigarette
advertisement. The 23 cigarette advertisement slogans are chosen as the
data. Then, the data are classified into two kinds of meanings namely:
denotative and connotative meanings. The classification data is purposed to
find out the difference of the characteristic and the effects are made in the
4. Specifying data
The writer classified 23 cigarette advertisement slogans into two kinds of
meanings. There are: Denotative Meanings areA Live with Pleasure, Fresh
is Cool is, Others can Only Follow, Cool Groove, Make Up Your Today’s
Mind, Indonesia’s Unique Clove Cigarette, Slim Smooth Square, My Life
My Adventure, Cool.Calm.Confident, Enjoy the Adventure, Deeply
Enjoyable and Connotative Meanings are Come to Marlboro Country,
Come to Where the Flavor is, The Flavor of Adventure, Taste Me, Light Up
the Night, Mild Plus for Male Plus, How Low can You Go, Think Black,
King Size, It’s Time for Classic, Show Your Red, Trial Game .The branded
cigarettes are promoted in a series of advertisements to provoke the
consumers about the product offered. The data classification based on the
type of meaning and they are classified into the features of meaning such
as metonymy, metaphor, synecdoche, hyperbole and euphemism.
3.2.2 Data Analysis
Analyzing data is one of steps conducted by the writer. Maxwell (1996:78)
mentioned that data analysis is probably the aspect of qualitative research that
most clearly distinguishes it from experimental and survey research. 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
based on Leech’s theory. By examining the lexical meaning of each word; it can
be found the features of meaning build the characteristic of the slogans. Next
process is by explaining what effects are made in the cigarette advertisement
slogans combining semantic, syntax and advertisement theories. Below is one of
the analysis examples.
Corpus 1
Product name : Marlboro
Slogan :Come to Marlboro Country
The phrase Marlboro Country itself raises questions like what is
Marlboro country? And where is it? The phrase is not meant to confuse the
readers or the consumers; in fact the slogan uses the phrase to evoke the
curiosity on the part of the consumers. Thus, the word Come as an
invitation is properly used in this slogan, meaning that if someone wants to
know what Marlboro Country is like, one should smoke Marlboro cigarette
and find out by himself what it is actually like. They create characters of
cowboys, men with their personalities which fascinate the readers. Thus
the cowboys are the Marlboro men with great personalities and values of
life. The slogan portrays the fresh, healthy, natural attitude, as they also
embody the image of cowboys as tough individuals who are rugged, strong
and independent. The word Marlboro is associated with the cigarette
mythical American hero and legend; the cowboys picture the ideal and
appealing American life style. This image of the slogan suggests that
Marlboro is for the people or men who love adventure in the natural word.
Semantically, the sloganCome to Marlboro Countrybegins with the words
“Come to”,the wordComelexically meansto move to, towards, into etc. a
place where the speaker or the writer is; to move in order to be with
somebody at a particular place or be present at an event.The word come
is also often used when somebody invites the other person to join him in an
occasion or to be with him. The use of word “Marlboro”in the slogan has
Connotative meaning, the Connotative meaning emerges by phrase
“Marlboro Country”, in truth condition, the word Marlboro is not a name
of country. The copywriter/advertiser uses the figure of speech which
means to offer the smokers Come to Marlboro Country to find out the taste
of Marlboro. The use of Marlboro word in a figurative sense involving
association called Metonymy. The word “Marlboro”is used to replace the
Marlboro cigarette products offered. In this case, the word Marlboro as a
form of rekayasa asosiatif where the copywriter does not use words that
refer directly to cigarette smoking was due to some ethic codes in
advertisement. It is used to refine the product offered into something
positive for consumers.
By considering the meaning of the words, it can be deduced that the
with Verb “Come”, there is no Subject here, and the intended subject in
this slogan is clearly the hearer or second person “you”, the main
component of Imperative type is to get someone to do something such as
order, command, request, etc and it means you are requested intimately to
Come to Marlboro Country. Imperative type is used to tell the consumers
37
4.1 The Analysis of Cigarette Advertisement Slogans that have Connotative meanings.
Corpus 1
Product name : Marlboro
Slogan :Come to Marlboro Country
The phrase Marlboro Country itself raises questions like what is
Marlboro country? And where is it? The phrase does not mean to confuse
the readers or the consumers; in fact the slogan uses the phrase to evoke
the curiosity on the part of the consumers. Semantically, the slogan Come
to Marlboro Country begins with the words “Come to”, the word Come
lexically meansto move to, towards, into etc. a place where the speaker or
the writer is; to move in order to be with somebody at a particular place or
be present at an event. The wordcome is also often used when somebody
invites the other person to join him in an occasion or to be with him. The
use of word “Marlboro” in the slogan has Connotative meaning, the
phrase of Marlboro Country is associated with the name of the state. In
truth condition, the word Marlboro is not a name of state, but it refers to
the cigarette product on red package,Marlborocan also be associated with
the mythical American hero and legend; the cowboys picture the ideal and
appealing American life style. The phrase Marlboro Country creates new
characteristic as an identity namely they create character of cowboys, men
with their personality which fascinate the readers and the men who races a
horse. The phrase Marlboro Country means Marlboro smokers’
association who has characteristic and creates an image of cowboys. The
slogan portrays the fresh, healthy, natural attitude, as they also embody the
image of cowboys as tough individuals who are rugged, strong and
independent. In this case, the word Marlboro involves to metonymy in
which the word Marlboro is used to replace the Marlboro cigarette
product. This image of the slogan suggests thatMarlboro is for the people
or men who love adventure in the natural world and also create intimately
invitation for people to be smoker the Marlboro cigarette which has
particular taste. The copywriter/advertiser used the figure of speech means
to offer the smokers Come to Marlboro Country to find out the taste of
Marlboro. In this case, the word Marlboro is as a form of rekayasa
asosiatif where the copywriter does not use words that refer directly to
cigarette. Smoking is due to some ethic codes in advertisement. It is used
By considering the meaning of the words, it can be deduced that the
structure of slogan is imperative type. The structure of the slogan is started
with Verb “Come”, there is no Subject here, and the intended subject in
this slogan is clearly the hearer or second person “you”, the main
component of imperative is to get someone to do something such as order,
command, request, etc and it means you are requested intimately to Come
to Marlboro Country. Imperative type is used to tell the consumers that
they should do the activity as the slogan recommends.
Corpus 2
Product name : Marlboro
Slogan :Come to where the flavor is
Once again this is the branded cigarette which is famous of their
creation of cowboys, men with their personality which fascinate the
readers. Thus the cowboys are the Marlboro men with great personalities
and values of life. The present images of Marlboro man is when he races to
the sunset on his horse with no more than a hint of the joy of adventure in
Marlboro cigarette; the brand name or the red package. The slogan
portrays the fresh, healthy, natural attitude, as they also embody the image
of cowboys as tough individuals who are rugged, strong and independent.
The word Come lexically means to move to, towards, into, etc. a place
a particular place or be present at an event. The word come is also often
used when somebody invites the other person to join him in an occasion or
to be with him. Thus, the use of the word come in this slogan implies an
invitation from the company of the cigarette to the consumers to come and
to try to smoke this brand of cigarette which delivers different tastes than
others. Semantically, the word flavor means taste and smell; a particular
type of taste.The lexical meaning shows that the company is trying to say
this brand of cigarette has a certain taste and smell which is particular or
different from the other brands of cigarettes. The phrase Where the Flavor
is creates characteristic as an identity that the flavor is in Marlboro. It
implies that Marlboro is the center of the flavor that it has characteristic the
best flavor which is distinct from any other cigarettes’ flavor. Thus, the
slogan invites people to come and to try, because Marlboro creates the best
flavor, there are taste and smell identically the flavor of image cowboys
which is different from the taste and smell or flavor of the other brands of
cigarettes. The word“flavor”has connotative meaning.The entire context
of the slogans emerges the connotative meaning as if wherever there is a
taste in this brand of cigarette, the consumers will come to try and prove it.
In truth condition, somebody will try the taste of the product and the
product offered is expected to influence the consumers to try this brand of
cigarette. The word flavor is associated with Marlboro products which
enjoyment of a cigarette products offered. In this case, the figurative sense
based on part-whole relationships is also quite common and are called
synecdoche. The slogan “come to where the flavor is” is really talking
about the taste of cigarette, not just flavor which is one part of the whole
class of cigarette. The word flavor is a part of cigarette which is used for
the whole part and one specific memberflavorof the classcigarette.
By examining slogan based on the meaning type, the slogan can be
figured asimperativetype, it emerges in the first word“come”as function
as verb, imperative differs structurally from other type: an imperative will
typically call a ‘directive’- a term that covers request, commands,
prohibitions and instructions. The imperative type used in this slogan
purposes to invite or to ask the consumers to do the activity as offered.
Corpus 3
Product name : Marlboro
Slogan :The Flavor of Adventure
The slogan begins with the word flavor; the word flavoris defined
as taste and smell, a particular type of taste and a special quality. The
wordflavorimplies that the flavor is in the Marlboro brand. It also implies
thatMarlboro is the center of the flavor that it has the best flavor which is
distinct from any other cigarette’s flavor. The taste and smell are different
lexical meaning of adventureisunusual, exciting or dangerous experience
and excitement associated with danger and taking risk. The slogan has
connotative meaning because the slogan has a figurative of sense which is
caused by a sense ofadventure, in truth conditionadventure does not have
a sense, which has a sense only the products offered. The phrase the flavor
of adventurecreates new characteristic as an identity that the smokers think
that smoking is not an adventure but an object inhaled. The copywriter uses
words figuratively to make these products attract consumers, especially the
smokers. The word adventure is associated with the sense of product
offered. It means the word adventure belongs to metaphor, the word
adventure is comparison to the product offered, and the word adventure
transferred was the meaning of one expression to another expression.
By examining the lexical and type of meaning, it can be deduced
that this slogan The Flavor of Adventure belongs to Declarativestructure.
As we have said, a declarative will be used, other things being equal to
make a statement and roughly to tell the reader or hearer about something.
In this case, the copywriter suggests that this brand has the advantages of
Corpus 4
Product name : Camel
Slogan :Taste Me!
Most current Camel cigarette contains a blend of Turkish and
Virginia tobacco. The producer uses this sort of tobacco in order to make
smoking ofCamelmore pleasant that makes this brand different from other
cigarettes, this makeCamelbrand’s taste very original, unique and smooth.
This slogan became a vagueness to understand, because the copywriter use
the word meas a reference to the wordtaste,which the word meis a form
of first person pronouns (grammatically). The lexical meaning of taste is
defined as the sense by which a flavor is recognized, causing a particular
sensation when it comes into contact with the tongue. This slogan has
connotative meaningbecause in the context, the wordmeis associated with
the kind of this cigarette namely Camel cigarette. The word me means
something that can be tasted as delicious as foods. The word me creates
new characteristic as an identity that the cigarette product which is known
has original taste, unique and smooth. The copywriter intends to further
familiarizing consumers that Camel cigarette products is very easy to
smoke because it offers a very smooth and different unique tastes with
other tobacco products where this product produced from a mixture of
Turkish and Virginia tobaccos. The copywriter suggests that the consumer
used the exclamation as the emphasis that the copywriter means to strongly
influence consumers to try the products offered. The connotative meaning
is associated with cigarette product, this premises lead to the existence of
figurative sense of the word me involvesmetonymy. The word me is used
to replace tobacco products offered.
By examining the meaning type, it can be sketched that this slogan
belongs to imperative structure; it is marked by the verb at the beginning
that aims at giving the order or solicitation to consumers to try the product
being offered. The imperative structure of slogan is purposed at making
demands or asking the consumer to do the activities by trying this product
which has particular tastes and different from other products.
Corpus 5
Product name : Pall Mall
Slogan :Light Up the Night
The slogan Light Up the Night uses the exaggerating power of the
imagery. Actually the act of lighting upa cigarette will only cause a small
flickering light, but in the imagery, it is made as if the act of lighting upa
cigarette can light up the whole darkness of the night around the entire
world. Thus the slogan suggests the exaggerating of imagery used in the
slogan by the advertisers to indicate that Pall Mall is a unique, distinctive
the dynamic night-life. The slogan is also considered persuasive since it
uses the appealing dynamic life-style for youngsters and the opportunity
for more leisure time whenever they smoke Pall Mall added with the pride
of the youngster’s personal appearance that makes better image for those
who choose Pall Mall. The word light up has several meanings, the
meanings are to make a person’s face to become right or lively; to provide
something with light; to begin to smoke a cigarette. The word night is
defined asthe time of darkness, the evening. Then we can take conclusions
that this slogan has connotative meaning. Since, the night is associated
with dark, it needs light, and thus it is necessary to light up a light to
brighten the night. The slogan suggests that this brand of cigarette is
necessary to be smoked, especially at night times. The word night creates
new characteristic as an identity namely the night-life activities such as
going clubbing, dancing, and having fun. The word night which
corresponds to darkness, can also refer to the dark moments of a person’s
life, it means the person has difficulties and problems in his life. Night life
refers to night life activities are usually liked by young people, thus the
market target of this brand of cigarette are the young people who like a
dynamic night life. The copywriter is trying to say that if somebody wants
to make his night-life complete, then he should smoke this cigarette.
Besides that, the word light up may imply the spiritual brightness. The
difficulties and sadness. Thus, this slogan may represent the time of
darkness in life. The copywriter/advertiser used the figure of speech means
to offer the smokers this slogan suggests that if one smokes this brand of
cigarette, spiritually his life will be bright and he will be able to think of
the solution of his problems or he might cheer himself up by smoking this
brand of cigarette. The use of night word in a figurative sense involving
association is calledMethapor.Using the wordnightin a figurative way to
represent the night-life activities such as clubbing, there is an associative
relationship which makes the figurative sense. The metaphor borrows
structure ideas from the domain of a night-life activities. In this case, Pall
Mall cigarette encourage the smoker to smoke this cigarette. Night-life
activity is being compared to the Pall Mall cigarette because of some point
similarities and some common characteristics. It can be concluded that the
copywriter suggests that if someone has problems, he should not be
worried, he just needs to calm down and smokes this cigarette and he
would be able to solve this problem.
By examining the type of meaning, the slogan belongs to
Imperative structure, it means the copywriter is trying to make a command
and demand to do something not very original but you get the message.
Imperative usually is started with a verb and tells command message. The
copywriter indicates that Pall Mall is unique and distinctive cigarette from
Imperative structure is used to invite the prospective consumers to do
activities as instructed in the product offered.
Corpus 6
Product name : Bentoel
Slogan :Mild Plus for Male Plus
The phrasemild plusfrom the slogan may evoke an image, creating
a mental picture in the minds of the readers of the slogan. The image of
this slogan is life of the western. Western people usually smoke mild
cigarette which has a low standard of nicotine, one may reduce the risk of
smoking. The implication of the imagery is that if one smokes the
cigarette, one may share the good quality of life of the western people.
Thus if one smokes mild cigarette, he will look like a westerner who
knows how to reduce the risk of smoking by smoking mild cigarette.
Bentoel mild offers the ultimate satisfaction and smoothness of mild
cigarette formulated through the latest technology from the best blend of
tobaccos and cloves provides the distinctive taste and aroma. Thus, the
mild plusis dedicated to the male plus. The open-ended slogan is designed
to trigger the readers and the viewers about the image of themale plus.The
male plus is the man with positive attitude. The wordplus lexical meaning
is a positive quality, and advantage. The word plus can also be associated
of the wordplusin this slogan is to tell the consumers thatBentoel mildhas
a positive quality better than other mild cigarettes. Thus, the phrase mild
plus suggests that this cigarette has positive quality in terms of the low
quality of nicotine. This slogan also mentionsmale plus,this phrase creates
characteristic as an identity that can be understood as a male person, a man
with attitude who has a positive quality better than other males. Moreover,
the slogan wants to say thatBentoel mildis not for anybody, it is for males
or man who is “plus” who also have positive qualities. S
