xi ABSTRACT
Ruslinah, 2017. A Study of Figure of Speech in Cigarette Advertisement Slogans on the Internet. The Graduate Program in English Language Studies, Sanata Dharma University Yogyakarta
This research concern on the figure of speech in cigarette advertisement slogans on the internet with two research questions. The first research question is what the types of figure of speech are used in cigarette advertisement slogan in the internet? It mainly describes the various types of figure of speech in cigarette advertisement slogans on the internet. The second research question is what are the purposes on the use of figure of speech in cigarette advertisement slogans on the internet? It presents some purposes on the use of figure of speech in cigarette advertisement slogans.
The first research question explores various type of figure of speech in cigarette advertisement slogans on the internet. The second research question presents the result of the purposes on the use of figure of speech on cigarette advertisement on the internet. The semantic theories by Leech (1981), figure of speech and advertisement are required in this research to answer the two research questions. The data sources in this research are English cigarette advertisement slogan texts on the internet which were taken from the Wikipedia, particularly from http://id.wikiquote.org/wiki/daftar_slogan_iklan. The researcher found more than a hundreds cigarette slogan texts but not all of them are in English. After collecting and observing the data found, the researcher eliminate all slogan texts do not use English and do not have any figure of speech on the slogan texts. Finally the researcher got 85 English slogan texts which contained figure of speech to be analyzed.
The result of this research shows that there are nine types of figure of speech used in cigarette advertisement slogans. They are (1) epithet 22.25 % (2) alliteration 14.83 % (3) assonance 12.08 % (4) metonymy 12.08 % (5) hyperbole 10.98 % (6) anaphora 8.79 % (7) asyndeton 8.79 % (8) personification 8.79 % (9) antithesis 1.09 %. The purpose on the use of figure of speech in cigarette advertisement can be categorized into four. They are (1) making the slogan memorable29.375 %, (2) creating strong impression and attractive 22.5 (3) giving characteristics and symbol 36.25 and the last is (4) offering experience 11.875 %.
xii
ABSTRAK
Ruslinah, 2017. A Study of Figure of Speech in Cigarette Advertisement Slogans on the Internet. The Graduate Program in English Language Studies, Sanata Dharma University Yogyakarta
Penelitian ini berfokus pada figure of speech dalam slogan iklan rokok di internet dengan menggunakan dua pertanyaan penelitian. Pertanyaan pertama adalah ada figure of speeches apa saja di dalam slogan iklan rokok di internet? Ini akan menggambarkan macam ragam figure of speech dalam slogan iklan rokok di internet. Pertanyaan kedua tentang tujuan dari penggunaan figure of speech dalam slogan iklan rokok di internet.
Pertanyaan pertama mengeksplorasi berbagai jenis figure of speech yang ada dalam slogan iklan rokok di internet. Pertanyaan kedua menjelaskan tujuan penggunaan figur of speech dalam slogan iklan rokok di internet. Penelitian ini menggunakan teori Semantics yang dikemukakan oleh Leech (1981), figure of speech, dan periklanan. Peneliti menggunaka 85 data slogan iklan rokok yang di ambil dari internet yaitu Wikipedia dan terutama dari website berikut ini: http://id.wikiquote.org/wiki/daftar_slogan_iklan. Peneliti menemukan lebih dari 100 slogan rokok tetapi tidak semuanya berbahasa Inggris. Setelah mengumpulkan dan mengamati data, peneliti menyisihkan semua slogan yang tidak berbahasa Inggris dan tidak mengandung figure of speech. Akhirnya penelti mendapatkan 85 slogan rokok berbahasa Inggris dan mengandung figure of speech.
Hasil dari penelitian ini menunjukkan ada sembilan figure of speech yang ada di slogan iklan rokok yaitu antara lain: (1) epithet dengan persentase 22.52 % (2) alliteration sebanyak 14.83 % (3) assonance (4) metonymy dengan persentase 12.08 % (5) hyperbole sebesar 10.98 % (6) anaphora dengn presentasi 8.79 % (7) asyndeton sebanyak 8.79 % (8) personification persentasenya 8.79 % dan (9) antithesis sebesar 1.09 %. Untuk tujuan penggunaan figure of speech di bagi menjadi 4 kelompok yaitu (1) membuat slogan lebih mudah diingat yaitu dengan persentase 29.375 % (2) menciptakan kesan, pendapat atau pengaruh yang kuat dan menarik sebanyak 22.55 % (3) memberikan karakteristik dan lambang sebesar 11.875 % dan (4) memberikan pengalaman dengan persentase sebesar 11.875 %.
i
A STUDY OF THE FIGURE OF SPEECH IN CIGARETTE
ADVERTISEMENT SLOGANS ON THE INTERNET
A THESIS
Presented as a Partial Fulfillment of the Requirements to Obtain the Magister Humaniora (M.Hum.)Degree
in English Language Studies
by
Ruslinah
Student Number: 116332020
THE GRADUATE PROGRAM IN ENGLISH LANGUAGE STUDIES
SANATA DHARMA UNIVERSITY
YOGYAKARTA
i
AETurly
or rnp
udunp
oF
ffEECH
rN
crcAnr"irn
,.aB-IrEnrffiGE{EIlm's
qI{,
,mffimf
, , .
" ,t,: ,.:
',,i: ''11,.
:
Studeut Nuurber 116332020
f
{.a
.JE
rn
r.
r;Jg {1-!
6a +1
dI; ,. .*{-J *
' f
i.EFE.B "'Ymvskc 27 Fe[iuarJ]Of?:a
8te Progran mrGctor
STATEMENT OF ORIGINALITY
This is to certifu that all the ideas, phrase, and sentences, unless otherwise stated, are
the ideas, phrases, sentences
of
the thesis writer. The writer understands the fullconsequences including degree cancellation
if
she took somebody else's ideas, phrase, orsentences without proper references.
: Ruslinah
vi
ACKNOWLEDGEMENT
Finally I could accomplish this thesis after the hardest time which I was passed by for
some couple of years. It is such an achievement in my life because I need to struggle on
completing this responsibility. Therefore, I would like to present my greatest gratitude to
all who have given great part and favor in completing this writing.
Alhamdulillahirabbil ‘aalamiinand praised is presented to the Almighty Allah SWT,
the Most Gracious and Most Merciful. My deepest gratitude and respect goes to my thesis
advisor the honorable Dr. B.B. Dwijatmoko, M.A. He provided all his time, supports,
efforts and ideas in improving my thesis. A bunch of thank for his patient, the time in
reading this writing and also for the supporting comments. I would like to show the
appreciation to Prof. Dr. Soepomo Poedjodarmo, to Dr. Fr. B. Alip, M.Pd., M.A., to Dr. J.
Bismoko, to Dr. F.X. Siswadi, M.A, to Prof. Dr. F. Bakdi Soemanto, S.U., to Dr. Alb.
Susanto, S.J., to F.X. Mukarto, Ph.D, to Dr. Novita Dewi, M.S., to Paulus Sarwoto, Ph.D.,
and Dr. E. Sunarto, M.Hum For their academic assistance and also their life teaching in my
studies. thank you very much to Mbak Marni and pak Mul for the help and their patient.
Special ton of thanks go to my beloved parents (Pak Rusno and Mamak Sani), lovely
relatives, my classmates, my thesis fighter companions (Gondes, Ayu & Nita) and all KUI
vii
TABLE OF CONTENTS
TITLE PAGE ... i
ADVISOR’S APPROVAL PAGE ... ii
DEFENSE APPROVAL PAGE ... iii
STATEMENT OF ORIGINALITY ... iv
LEMBAR PERNYATAAN PUBLIKASI... v
ACKNOWLEDGEMENT ... vi
TABLE OF CONTENTS ... vii
LIST OF TABLES ... ix
LIST OF APPENDICES ... x
ABSTRACT ... xi
ABSTRAK... xii
CHAPTER I : INTRODUCTION ... 1
A.Background of the Study ... 1
B.Problem Formulation ... 8
C.Research Objectives ... 9
D.Research Benefits ... 9
CHAPTER II : LITERATURE REVIEW ... 10
A. Theoretical Review ... 10
1. Figure of speech ... 10
a. Types of figure of speech ... 12
b. Characteristics of figure of speech ... 24
c. Purposes of figure of speech... 25
viii
a. Language of Advertisement ... 30
b. Slogan in Advertisement ... 31
c. Cigarette in Advertisement ... 33
d. Advertisement on the internet... 34
e. Goals of Advertisement ... 35
3. Meaning in Semantics ... 37
B. Review of Related Studies ... 42
C. Theoretical Framework ... 46
CHAPTER III : RESEARCH METHODOLOGY ... 48
A. Type of Research ... 48
B. Research Data ... 49
C. Data Analysis ... 50
D. Test (Result Verification) ... 51
CHAPTER IV : RESULTS AND DISCUSSION ... 53
A.The Figure of Speech ... 53
B.The Purpose of Figure of speech ... 69
CHAPTER V : CONCLUSION AND SUGGESTION ... 82
A.Conclusions ... 82
B.Suggestion ... 85
BIBLIOGRAPHY ... 86
ix
LIST OF TABLES
TABLE 4.1: THE USE OF FIGURE OF SPEECH IN ADVERTISEMENT SLOGANS IN
INTERNET ... 54
x
LIST OF APPENDICES
APPENDIX 1. LIST OF FIGURE OF SPEECH IN CIGARETTE
ADVERTISEMENT SLOGANS... 89
xi ABSTRACT
Ruslinah, 2017. A Study of Figure of Speech in Cigarette Advertisement Slogans on the Internet. The Graduate Program in English Language Studies, Sanata Dharma University Yogyakarta
This research concern on the figure of speech in cigarette advertisement slogans on the internet with two research questions. The first research question is what the types of figure of speech are used in cigarette advertisement slogan in the internet? It mainly describes the various types of figure of speech in cigarette advertisement slogans on the internet. The second research question is what are the purposes on the use of figure of speech in cigarette advertisement slogans on the internet? It presents some purposes on the use of figure of speech in cigarette advertisement slogans.
The first research question explores various type of figure of speech in cigarette advertisement slogans on the internet. The second research question presents the result of the purposes on the use of figure of speech on cigarette advertisement on the internet. The semantic theories by Leech (1981), figure of speech and advertisement are required in this research to answer the two research questions. The data sources in this research are English cigarette advertisement slogan texts on the internet which were taken from the Wikipedia, particularly from http://id.wikiquote.org/wiki/daftar_slogan_iklan. The researcher found more than a hundreds cigarette slogan texts but not all of them are in English. After collecting and observing the data found, the researcher eliminate all slogan texts do not use English and do not have any figure of speech on the slogan texts. Finally the researcher got 85 English slogan texts which contained figure of speech to be analyzed.
The result of this research shows that there are nine types of figure of speech used in cigarette advertisement slogans. They are (1) epithet 22.25 % (2) alliteration 14.83 % (3) assonance 12.08 % (4) metonymy 12.08 % (5) hyperbole 10.98 % (6) anaphora 8.79 % (7) asyndeton 8.79 % (8) personification 8.79 % (9) antithesis 1.09 %. The purpose on the use of figure of speech in cigarette advertisement can be categorized into four. They are (1) making the slogan memorable29.375 %, (2) creating strong impression and attractive 22.5 (3) giving characteristics and symbol 36.25 and the last is (4) offering experience 11.875 %.
xii
ABSTRAK
Ruslinah, 2017. A Study of Figure of Speech in Cigarette Advertisement Slogans on the Internet. The Graduate Program in English Language Studies, Sanata Dharma University Yogyakarta
Penelitian ini berfokus pada figure of speech dalam slogan iklan rokok di internet dengan menggunakan dua pertanyaan penelitian. Pertanyaan pertama adalah ada figure of speeches apa saja di dalam slogan iklan rokok di internet? Ini akan menggambarkan macam ragam figure of speech dalam slogan iklan rokok di internet. Pertanyaan kedua tentang tujuan dari penggunaan figure of speech dalam slogan iklan rokok di internet.
Pertanyaan pertama mengeksplorasi berbagai jenis figure of speech yang ada dalam slogan iklan rokok di internet. Pertanyaan kedua menjelaskan tujuan penggunaan figur of speech dalam slogan iklan rokok di internet. Penelitian ini menggunakan teori Semantics
yang dikemukakan oleh Leech (1981), figure of speech, dan periklanan. Peneliti menggunaka 85 data slogan iklan rokok yang di ambil dari internet yaitu Wikipedia dan terutama dari website berikut ini: http://id.wikiquote.org/wiki/daftar_slogan_iklan. Peneliti menemukan lebih dari 100 slogan rokok tetapi tidak semuanya berbahasa Inggris. Setelah mengumpulkan dan mengamati data, peneliti menyisihkan semua slogan yang tidak berbahasa Inggris dan tidak mengandung figure of speech. Akhirnya penelti mendapatkan 85 slogan rokok berbahasa Inggris dan mengandung figure of speech.
Hasil dari penelitian ini menunjukkan ada sembilan figure of speech yang ada di slogan iklan rokok yaitu antara lain: (1) epithetdengan persentase 22.52 % (2) alliteration
sebanyak 14.83 % (3) assonance(4) metonymydengan persentase 12.08 % (5) hyperbole
sebesar 10.98 % (6) anaphoradengn presentasi 8.79 % (7) asyndetonsebanyak 8.79 % (8)
personification persentasenya 8.79 % dan (9) antithesis sebesar 1.09 %. Untuk tujuan penggunaan figure of speechdi bagi menjadi 4 kelompok yaitu (1) membuat slogan lebih mudah diingat yaitu dengan persentase 29.375 % (2) menciptakan kesan, pendapat atau pengaruh yang kuat dan menarik sebanyak 22.55 % (3) memberikan karakteristik dan lambang sebesar 11.875 % dan (4) memberikan pengalaman dengan persentase sebesar 11.875 %.
Mempelajari figure of speech bisa dilakukan dengan cara menganalisanya di dalam slogan iklan karena pengunaan bahasa dalam iklan sangat berbeda dengan bahasa yang digunakan dalam kehidupan sehari-hari dan di dalam bahasa iklan pasti ada pesan yang tersembunyi. Peneliti berharap bahwa penelitian ini dapat memberikan beberapa informasi sehubungan dengan slogan iklan rokok dan juga teori semantik terutama figure of speech.
1
CHAPTER 1 INTRODUCTION
There are five parts in this introductory chapter
.
The first one is thebackground of the research which talks about the reason why the researcher takes
this research
.
The second one is the problem formulation which delivers theresearch questions of this research and must be answered through the applicable
theories
.
The third one is the objective of the research which delivers someobjectives of the research regarding to the problem formulations
.
The last one is thebenefits of the research which talks about the contribution of this research
theoretically and practically
.
A
.
Background of the StudyCommunication through the use of certain type of language cannot be
separated from human daily life
.
In doing communication, people need language todeliver messages, feeling, emotion and knowledge
.
Through the use of language,people are able to express feelings, self-actualization, deliver messages,
correspondence and so on
.
Hence, language is one of the central parts of humanlife even for the single second as Chaika (1982) says almost of our contact with
others is involved speaking which utilized language
.
It means that communicationthrough the use of language is urgently needed in human life thus Collins et
.
al(2002: 2) argue that “we live in a world of language”
.
In other words, languageRegarding to the use of language, the researcher considers advertisement as
one of type of communication means which utilize language as the main core to
deliver its message through the use of slogan and so on
.
White (1988) reveals thatwhen we talk about advertising, we have to use word as the act to sell goods
.
Asmany people believe that advertisement is a medium to promote or sell a product or
services, it gives much information toward the product through illustration, picture
and also languages
.
In other words, advertisement gives information of product toother people (Dyer, 2009)
.
It is also crucially relied on the use of language namelyadvertisement as Wang and Ke (2013) state that 50 or 75 percent of power selling
advertisement are lies on the use of words, hence it can be called as business of
words
.
Their statements are strengthen by Kazemian, Muhabat, Mustafa and Noor,Mehwish
.
They reveal that nowadays language is already being one valuablethings to earn money instead of just being a mean to communicate between people
(2015)
.
The use of language in advertisements is different from the daily language
.
To construct the language of advertisements, the copywriters create their own
languages to make the advertisements to be distinctive and be more interesting to
the audience
.
It brings such a meaning in advertisement which persuades theaudience, listener, reader or viewer
.
Thus, clever use of language in advertisementswill engage the reader’s attention (McEneryet al: 2009)
.
To some extent, the copyresearchers use some pun words in order that people will be curious and interested
economic way is the beauty of TV commercial slogans innovation” (Kazemian,
Muhabat, Mustafa and Noor, Mehwish, 2015)
.
People mostly find commercial advertising in printed and electronic media
as well
.
Leech in Wang and Ke (2013) argues that commercial consumeradvertising takes great affect to society because it frequently appears in media
.
Advertisements are easily found in the daily life even when people are spending
leisure time such as reading a magazine, newspaper, or when operating internet for
fun
.
For instance, when people walk out from house and see such a brochure ofchurch in a wall, but people do not recognize it as an advertisement
.
Even it doesnot sell any brand, but it does informing idea of church ideology
.
It means thatpeople do not realize that there are plenty of advertisements around them
.
As citedby Goddard (2001) because it is around us, so we never try to stop our work to think
about it for a while
.
There are five parts of printed ads
.
They are headline, copy, signature andtypeface
.
From those big parts, there is a slogan as a small part in advertisementwhich is included in signature
.
It means that slogan shows the signature of thebrand which is being advertised (Goddard, 2003)
.
In this study, the researcher willnot talk about the slogan in printed ads
.
It will deal with the cigarette slogan textson the internet
.
Advertising slogan can be described as a short phrase which is catchy,
pleasant to be heard, memorable and define the specific brand or the advertising
advertising helps the brand to be more popular and it will affect the sale of the brand
which is advertised
.
Brown (2011) states that “ads with slogans that are part ofjingle have slightly higher enjoyment as well as higher branding”
.
Most of advertisements have their own slogan text as cited in Goddard
(2003) that advertising text occur in newspaper, magazines and TV which ask
people to be desirable toward the product which is being presented
.
It is such acatchy phrase which promotes the product
.
Slogan is memorable statement towardthe brand or service which is advertised
.
Leech in Wang and Ke (2013) says thatslogan is an iconic phrase which is used over and over again in advertisement and
reinforces the product identity
.
A slogan, albeit simple, can be an effectivepersuasion in an ads if it is relevant and meaningful (Brown, 2011)
.
There are many types of commercial advertisements that people can find in
daily life
.
They are cigarette, perfume, fashion, cosmetics, gadget, householdappliance, food and beverage, and so on
.
From those type of commercialadvertisement, for the researcher, cigarette advertisement is the most interesting
advertisement
.
In Indonesia, cigarette advertisement is being famous with thecreativity of the copywriter
.
In Indonesian cigarette advertisements which arepresented in television do not show the activity of smoking
.
The cigaretteadvertisement plays the power of words which are applied in effective slogans
.
Besides that, the copywriter utilizes some pun, tricky and catchy phrases on the ads
to get the costumer’s attention
.
It is very unique and creative because it relies on theof advertisement, the researcher tries to scrutinize the slogan of cigarette
advertisement because it is an interesting advertisement compared to others
.
Since Indonesian government do not allow the scriptwriter involve both the
form of cigarette and the activity of smokes the cigarette in the advertisement, it
presents some illustrations which are not related to smoking cigarette activity
.
Sometimes, it shows another activity such as the bravery of the men who act as the
talent on the advertisement itself instead of the smoking cigarette activity to show
the brand of cigarette which is being advertised
.
The language use on cigaretteadvertisement slogans must have the impact more than what have been said in the
slogans
.
Hence, it needs certain theory and method to get the meaning of thecigarette advertisement slogans
.
People nowadays are getting spoiled by the invention of sophisticated
technology such as internet
.
Regarding to the media of advertisement in thisglobalization era, people are able to find various types of advertisements in internet
.
Nowadays, people are easier to find anything include the ads itself by using
internet
.
Just by clicking, people easily get all they need in internet.
Hence, theresearcher chooses the internet as the source to find the slogan of cigarette
advertisement as the primary data of this research
.
The use of figure of speech in cigarette slogans might present a connotative
meaning
.
It does not give the direct meaning as it is cited in Fogelin (1988) that thepoint of figure of speech is on the use of words and expressions which employed
As it been explained previously that the language use in advertisement is different
from the daily life, it is in line with the use of figure of speech in slogan of
advertisements
.
Hence, the researcher tries to scrutinize the language of slogan incigarette advertisement in internet which utilizes English as the slogan
.
People usually consider the slogan text in advertisement as common text
.
People tend to grasp the meaning toward the slogan in advertisement literally
instead of figuratively
.
Meanwhile, the cigarette advertisements in local televisionof Indonesia do not show the form of cigarette and smoking cigarette activity
.
Itdoes not involve any “cigarette or tobacco” word as well
.
It needs such a deeperknowledge of meaning
.
Therefore, in order to get good interpretation toward themeaning of advertisement slogan, people need to know the types of meaning
.
They are denotative and connotative and also non-literal and intended meaning
.
Thus, the researcher decides to analyze cigarette advertisement slogan on the use of
figure of speech in advertisement slogan through semantic theory
.
There is an example of cigarette advertisement slogan cool, calm, confident
by S
.
T.
DUPONT Paris.
It shows that the slogan applies an alliteration whichmeans “the repetition of the initial consonant in two or more words” (wales, 14,
2001)
.
The slogan repeats the consonant “c” three times as the example ofalliteration
.
It might mean that the costumer who smoke S.
T.
DUPONT PARISwill feel as a cool, calm and confident person
.
The use of adjective can describe thequality or character of something which is animate or inanimate thing
.
Hence, thebecause the slogan of the advertisement and the video of the advertisement do not
show any smoking activity
.
The use of the lexical choices will influence howpeople interpret the slogan’s meaning and how they get desirable emotion to
consume the cigarette
.
B
.
Problem FormulationsFrom the explanation above, the problem formulation of this research can
be described in two research questions as follow:
1. What types of figure of speech are used in cigarette advertisement slogan on the
internet?
2. What are the purposes on the use of figure of speech in cigarette advertisement
slogans on the internet?
C
.
Research ObjectivesThe objectives of this research are mainly answering the question of those
problem formulations above
.
Regarding to the problem formulation, there are twoobjectives of this research
.
The first one is to find out the figures of speech whichare used in cigarette advertisement in internet
.
As we know that the use of languagein advertising is distinctive from daily life
.
Hence, it has different meaning when ituses type of figure of speech
.
Figure of speeches are usually used in literary texts.
In fact, it can be used in non-literary text such as slogan of advertisement
.
The second one is about the purpose and meaning on the cigarette
advertisement which can be grasped by implementing figure of speech in its slogan
.
because it does not show any smoking activity in the video advertisement itself
.
Ituses some illustration and special dictions to construct the appearance of
advertisement
.
Thus, the second objective of this research is to find out the meaningof those cigarette advertisement slogans which applied figure of speech
.
Those twoelucidation will be delivered in chapter four along with some support explanation
toward the problems
.
D
.
Research BenefitsAdvertisement and its slogan are very interesting to be analyzed
.
It is notonly the cigarette one but the other products do have their unique slogan to be
analyzed
.
Actually there have been many researches dealing with advertisementsbut they focused on different aspect of advertisement
.
Here, the researcherscrutinizes different part of advertisements and uses different approach in analyzing
the cigarette advertisement slogan
.
This research gives some benefits towards thereaders both theoretically and practically, especially for somebody who is
interested in advertisement and research of meaning
.
Probably, this research willgive some idea toward the readers who want to take a research in advertising
.
Theoretically, this research gives some information of meaning toward
cigarette advertisement slogan
.
This research shows how to understand themeaning of figure of speech in cigarette advertisement by analyzing those slogans
through semantics theory
.
Probably, this research will provide another point ofview in conducting a research related to advertisement through different approach
benefits
.
Practically, this research can be an example of analyzing advertisement(whether it becomes a good or bad example) through the utilizing of semantic
theory
.
It also can be a reference for further researchers who want to analyze10
CHAPTER II
LITERATURE REVIEW
This chapter provides some theories used as a source of knowledge in
answering all the research formulations in the first chapter
.
There are threemain parts in this chapter
.
They are literature review, review of relatedstudies and theoretical framework
.
Literature review explains some theoriesfrom the experts which relate to the research question
.
Review of relatedstudies discusses some similar studies on advertisements from some other
researchers
.
Theoretical framework describes the use of some theories inliterature review in solving the research question
.
A
.
Theortical ReviewThis section provides some detail information of related theories such
as figure of speech, description of meaning and advertisement which are
used to answerall the research questions in this research
.
1
.
Figure of speechWhen people talk about figure of speech, what comes on their mind
must be the things which are dealt with literary works such as poetry,
prose, poem, and so on
.
In fact, it is not only literary works which usefigure of speech but also another things that use figure of speech to
describe their goals such as advertisements
.
Figure of speech can be calledfigure of speech when it deals with slogan which shows the objective of
the advertisement
.
Figure of speech compares two different things
.
It describessomething new through something which is already familiar (Madden,
2002)
.
For instance “He is as quite as a church mouse”.
It means that theperson is a type of really stolid person
.
Some scholars present their theirdefinition of figure of speech
.
Perrine (1992) reveals that figure of speechdefines as a way of saying something other than ordinary way
.
Fogelin inDanziger and Kronrod (2013) argues that figurative language uses words
and expression which which employ the connotative meaning
.
WhileHeller (2011) defines figurative language and speech refers to the
alterations of words that exaggerate the usual meaning and provide the
connotative expressions
.
The researcher conclude that figure of speech is such an expression
that deliver different meaning of words. It can be the comparison between
one thing with another which has such a familiar connotative meaning to
the reader or listener
.
Hence it deals with the connotative meaning that isimplied apart from explicit one instead of lexical meaning.
Approximately, there are more or less than 200 types of figure of speech
given by some experts
.
Even though there are plenty types of figure ofare often found in literary works or non-literary works such slogans of
advertisements
.
a
.
Types of figure of speechAs it has been mentioned above that there are plenty types of figure
of speech
.
The researcher explains some types of them.
Alliteration andrhyme are the most favorite figure of speech use in literary and
non-literary work
.
For instance in cigarette advertisements slogan on theinternet
.
Actually there are various kinds of figure of speech, but theresearcher only mentions some of them which are related to the use of
figure of speech in cigarette advertisement slogans
.
The following list willdescribe some types of figure of speech which are often found and used in
literary works or non-literary works
.
1. Alliteration
In Old English, it is known as alliterative meter (Harpham and
Abrams: 2009)
.
Meter means “the pattern of stressed and unstressedsyllable in a line” (Madden: 71: 2002)
.
It is the repetition of initialconsonant of words in a sentence (Harpham and Abrams: 2009)
.
Therepetition of the initial words can be more than two words
.
For instance, intongue twister “Peter Piper picked a peck of pickled pepper”
.
Besides that,the use of alliteration as the foregrounding sounds to emphasize and aid
memorability (Wales, 2001)
.
It is appropriate with the function of sloganadvertisement to get the memorable slogan
.
The examples of alliterationare:
(1) I caught this morning morning’s minion, kingdom of daylight’s
dauphin, dapple-dawn-drawn Falcon (The Windhover taken
from Wales: 2001)
.
(2) When to the session of sweet silent thought
I summon up remembrance of things past,
I sigh the lack of many a thing I sought
And with old woes new wail my dear time’s waste
(Shakespeare taken from Harpham and Abrams: 2009: 10)
.
2. Anaphora
According to Harphams and Abrams (2009:313) anaphora is the
repetition of words or phrase at the beginning of a sequence sentences
paragraphs, lines of verse or stanzas
.
The point of the repetition is thewords or phrases not the initial word like alliteration
.
It is in line withBaldick (1996), he argues that anaphora is the same word or phrase which
are repeated usually in the beginning of successive lines, clauses or
sentences
.
The examples of anaphora are:(3) The rain fell heavily on the roof, and pattered on the ground
The rain fell, heavily, drearily
.
It was a night of tears (Dickens:Little Dorrit, ch 17)
(4) We said we could get more money into school
...
we have,..
(Tony Blair, Labour Party Conference, 1 October 1997)
(Taken from Wales: 19)
.
3. Antithesis
It gives a contrast description of ideas
.
Baldick (1996) reveals thatantithesis is a type of figure of speech which shows the disposition of words
to state the contrast or opposition ideas by the balancing of parallel
grammatical construction
.
Wales (2001) has the same idea, she argues thatantithesis provides some contrasting lexical items to show the effective
contrast ideas in a formal structure of parallelism
.
The examples of antithesisare:
(5) For contemplation he and valour formed
For softness she and sweet attractive grace
He for God only
.
she for God in him(Milton’s Paradise Lost,the characteristics of Adam and Eve)
(Taken from Baldick:1996:12)
(6) It was the best of times, it was the worst of times
It was the age of wisdom, it was the age of foolishness
...
(A Tale of Two Cities
.
Taken from Wales: 24: 2001).
4. Assonance
It is another type of repetition in figure of speech
.
It is just the sameas alliteration and anaphora but actually they have different point of
repetition
.
According to Wales (2001), assonance is the repetition of vowelconsonant
.
Sometimes, it is called as vowel rhyme or vocalic rhyme(Baldick:1996)
.
In the other hand, Madden (2002) has the same opinion thatis a half rhyme which is used in a poetic language with the repetition of
vowel sounds
.
There are examples of assonance:(7) Thou still unravished bride of quietness,
Thou foster child of silence and slow time
...
(taken from Harpham and Abrams: 2009: 11)
5. Asyndeton
It is about the omission of conjunction between clauses
(Baldick:1996)
.
Some experts argue that the most common form of theomission is “and” (Baldick:1996)
.
The examples of this figure of speech aretaken from Baldick, 1996)
(8) Vini, Vidi, Vici (Julius Caesar’s boast)
(9) “An empty stream, a great silence, an impenetrable forest”
“The air was thick, warm, heavy, sluggish”
(Conrad’s Heart of Darkness)
6. Chiasmus
It is derived from Greek which is for “crossover” (Harpham and
Abrams:2009)
.
It is the reversion of the order of the terms in the first of twoparallel clauses (Baldick:1996)
.
On the contrary, Harpham and Abrams(2009:314) reveal that chiasmus is the sequence of two phrases or clause
which are parallel in syntax
.
Examples of chiasmus are:(11) The years to come seemed waste of breath
A waste of breath the years behind
.
(taken from Harpham and Abrams, 2009)
7. Climax
It is about the repetition of the sequence terms which are linked by
chain
.
Sometimes, the sequence is based on the ascending order ofimportance (Baldick:1996)
.
The example is:(12) for want of a nail, the shoe was lost: for want of a shoe the horse
was lost: for want of a horse the rider was lost
.
(taken from Baldick: 1996)
8. Epithet
It uses adjective to describe the character of person or thing as cited
in baldick (1990: 74) reveals that “an adjective or adjectival phrase used to
define a characteristic quality or attribute of some person or thing”
.
Abramsand Harpham have the same opinion about epithet
.
They said that epithet asa term in criticism
.
It represents the different quality of a person or thingthrough the use of an adjective or adjectival phrase (2009)
.
While Wales(2001) has a little bit different opinion of epithet
.
She said that epithet isknown as appellation which is used to characterize someone and it might
often use as abusive (you clumsy idiot, fatso, and soon) and might become a
nickname as well
.
The examples for epithet are:(14)Silver snarlingtrumpets (John Keats’s The Eve of St
.
Agnes)(15) The glittering forfex(Alexander Pope’s)
9
.
euphemismIt means “well-speak” in Greek
.
It substitutes words or phrase ortaboo phrase which felt impolite into some more polite
.
It substitutes the thetaboo subject to be more polite if they are used in society
.
Abrams (1993)reveals that euphemism is “an inoffensive expression used in place of a blunt
one that is felt to be disagreeable or embarrassing
.
Wales argues thateuphemism is “the substitution of an inoffensive or pleasant expression for a
more unpleasant one” (2001:137)
.
Harphams and Abrams reveal that itshows an inoffensive expression which is felt to be disagreeable or
embarrassing
.
The examples are:(16) “pass away” instead of “die”
(17) “To sleep with” instead of “to have sexual intercourse”
.
(18) “Comfort station” instead of “toilet”
10
.
HendiadysIt comes from Greek which means ‘one thing by two’
.
It describesthe emphasis of phrase which connected two nouns by and (Wales: 2001)
.
The example is:
11. Hyperbole
It is included in trope
.
It is bold or the extravagant exaggeration offact or of possibility (Harpham and Abrams: 2009)
.
It gives overstatement ofsomething and make it bigger, more important or worse than it really is
.
Inother words, hyperbole is exaggerating or overstatement toward something
or someone
.
Cuddon in Duboviciene and Skorupa (2015) states that it iscontaining exaggeration for emphasis
.
The example of hyperbole fromOthello “Iago says gloatingly of othello” III
.
iii.
330ff:(20) Not Poppy nor Mandragora,
Nor all the drawsy syrups of the world,
Shall ever medicine thee to that sweet sleep
Which thou ou”dst sleep yesterday
.
(taken from Harpham and Abrams)
12. Irony
It is the next type of figure of speech
.
It can be a phrase or wordwhere the situation is contradictory towards the word or the phrase itself
.
The meaning of the words or phrases are not to be taken literary (Wales:
2001)
.
Irony often appears in daily conversation when something iscontradictory from the reality then people give their argument through
indirect speech
.
It is appropriate with Wales (2001: 224) who reveals that“Irony is major rhetorical strategy, and it is often be the characteristic of
means a dissembler (Harpham and Abrams: 2000)
.
The examples for thisfigure of speech are:
(21) What lovely weather (when it is raining)
.
(22) It’s a truth universally acknowledge that a single man in
possession of a good fortune must be in want of a wife
(ironically, it is a single woman is in want of rich husband)
.
It istaken from Pride and Prejudice by Jane Austin
.
13
.
IsocolonIt is a type of figure of speech with phrases or clauses in which they
have equal length and parallel in syntax and rhythm (Wales: 2001)
.
Theexample for this figure of speech is:
(23) It takes a licking, but it keeps on ticking
.
15. Litotes
According to Wales (2001), litotes cames from Greek “small” or
“meagre”
.
It expresses a positive side of something using the opposite.
Inother words, litotes uses negative expression to show the opposite whether
praising or damning
.
Wales also argues that “litotes is often a useful indirectstrategy for reasons of modesty or politeness”
.
There is another opinion formAbrams and Harpham (2009)
.
They reveal that litotes comes from Greek“plain” or “simple”
.
Litotes is the assertion of an affirmative by negating itscontrary
.
The following sentence is the example of litotes:The example means the man is stupid because it used an expression of
saying something through the contrary
.
16. Metonymy
It is a figure of speech which can replace one thing to other things
which are closely associated (Baldick: 1996)
.
Sometimes it is used fordescribing an object through another object but they still closely related each
other
.
Baldick (1996) also states that an important kind of metonymy issynecdoche
.
The examples are:(25) Pen is mightier than the sword (means writing is more powerful
than warfare)
.
(26) The press replacement for journalism
(27) Mozart for Mozart’s Music
.
17
.
MetaphorIt is almost the same as metonymy but it describes an object
[image:34.595.87.515.248.608.2]through another object which have the same characteristic
.
Metaphor is afigure of speech that tries to describe one thing, idea or action through using
another which have similar characteristics (Baldick: 1996)
.
In another word,Harpham and Abrams (2000) argue that metaphor is a word or expression
which represent one thing to a distinctly different kind of thing but without
asserting any comparison
.
The examples for metaphor are :(28) John is a pig
(29) O my love is a red, red rose
18
.
OnomatopoeiaIt also called as “echoism” by Harpham and Abrams (2000: 236)
.
People more likely know onomatopoeia as the imitation sound of object’s
noises which heard similar to
.
In contradictory, Baldick (1996) reveals thatonomatopoeia is the use of words or combination of words which seem to
duplicate the sound they refer to
.
According to Harpham and Abrams (2000)there is no exact imitation of sound because the perceived similarity is due as
much as to the meaning
.
The examples are:(31) People in the audience were hissingtheir disapproval
.
(32) She bangedher first angrily on the table
.
19
.
OxymoronIt consists of two paradoxical contrary
.
It is usually “a figure ofspeech that combines two contradictory terms in a compressed paradox”
(Baldick: 1996: 157)
.
It uses two contradictory words in a sentence to showany idea
.
It is cited in Harpaham and Abrams (2000) that oxymoron containsthe paradoxical utterance that in ordinary usage are contraries
.
The examplesfor oxymoron are:
(33) Why then, O brawling love, O loving hate
O anything of nothing first create
O heavy lightess, serious vanity
(34) Mishappen chaos of well-seeming forms
Still waking sleep, that is not what it is!
20. Paradox
It is a surprising expression which cause people to look for another
reason in which it would be true (Baldick:1996)
.
It contains two oppositecharacteristics which is difficult to understand
.
Meanwhile, Harpham andAbrams (2000) declare that paradox is a statement which seems
contradictory or absurd, yet turns out to be interpretable in a way that makes
sense
.
Another book of Abrams (1993) tells that paradox is the “statementwhich seems on its face to be self-contradictory or absurd yet turns out to
make good sense”
.
The examples are:(35) the childis the fatherof the man
.
(36) One short sleeppast, we wake eternally
.
(37) The truest poetry is the feigning
.
21
.
PersonificationIt is a thing which can act or express like human being
.
Thus basedon Baldick (1996) thing which the imagery of an idea, abstract things or
inanimate things which are referred as if they are human
.
It is calledprosopopeia in Greek term which means the abstract concepts or inanimate
things were given with all human characterization
.
The example forpersonification is:
(38) Sky lowered, and muttering thunder, some sad drops
.
22. Simile
It is an expression of comparing one thing to another using “as” or
“like” as coined in Harpham and Abrams (2000) that simile compares two
distinct different things which pointed by the word “like” or “as”
.
Baldick(1996) declares that simile is used in both prose and verse
.
It also moretentative and decorative than metaphor
.
The examples are:(39) I wandered lonely asa cloud
.
(40) O my love, likea red, red rose
.
(41) As green asemerald
.
23
.
SynecdocheIt gives a name toward something is referred only some parts or
constituent of it indirectly (Baldick: 1996)
.
In Greek, synecdoche means“taking together” (Harpham and Abrams: 2000: 120)
.
It is to identify that thewhole for a apart of something is used to be a sign of the whole or vice verse
.
The examples are:
(42) “ten hands” for “ten workers”
.
(43) A hundred sails for “ships”
.
(44) Wheels for “automobile”
.
The use of figure of speech in language shows that the meaning of
slogans in advertisements are based on figurative meaning instead of
while figure of speech provides the other side of meaning which might be
an imaginative, attractive, more memorable and the like
.
b
.
Characteristics of figure of speechSome figure of speech use repetition of consonants, vowel sounds,
words and rhymes within the phrases
.
Meanwhile another figure of speechhas non-literal meaning or connotative meaning
.
Repetition and othereffect on the use of figure of speech can be called as the character of figure
of speech which is in line with the term of scheme and tropes
.
Scheme is associated with the figure of speech which deals with the
repetitions and word order in figure of speech
.
It is associated with achange in standard word order or pattern
.
McQuarrie and Mick (1996)reveals that scheme are overcode and add internal redundancy to
advertising message
.
Scheme involves rhythmic repetition, phonemesequences, syntactic constructions, or words within similar sense as a
structuring character of figure of speech (Arvius: 2003)
.
Hence, it helpsslogans to be more memorable and attractive by giving repetition and
some other kind of effects on the entire slogan text
.
Tropes have an unexpected twist in the meaning of words
.
It dealswith the use of a word, phrase, or image in a way not intended by its
normal signification
.
It is undercode and invite the elaboration by thereader (McQuarrie and Mick: 1996)
.
For instance, make fun of the road.
Itthe slogan because it has intended meaning instead of just having a
syntactic construction or rhythmic repetition
.
It can be said that metaphor, simile, metonymy, hyperbole,
onomatopoeia, and the like are included in tropes because they have twist
of meaning on phrase or words
.
Antithesis, asyndenton, ellipses, climax,alliteration, assonance are being a part of scheme
.
As it is cited byMcQuarrie and Mick (1996) that familiar example of schematic figures
include rhyme and alliteration,while metaphor and puns are familiar
examples of tropic figures
.
Hence, scheme and tropes give distinguisheffect and taste toward advertisement slogans
c
.
Purposeson the use of figure of speechEvery figure of speech has their own meaning and depends on the
context of the sentence
.
Besides that, figure of speech also has their ownpurposes when they are used in the sentences
.
The use of figure of speechin slogan advertisement has special purposes why the copy researcher use
that figure of speech
.
Webster in Deighton (1985) reveals the function ofadvertising is to convey meanings
.
Mean while Puto and Wells inDeighton (1985) argue that the language used in advertising is to
embellish the consumption experience
.
Generally, language ofadvertisement are built for persuading the audience in order that they have
point of the advertising is to persuade people to buy
.
So what will happenwhen language advertisement meet the figure of speech?
There are some opinions about the purpose on the use of figure of
speech in slogan advertisement
.
Firstly, to instruct and entertain peoplethrough the play of language
.
Secondly, to persuade people of the truth orvalue of the message that a figure conveys
.
Thirdly, to help people [image:40.595.84.517.195.629.2]remember both the meaning of the message and its figurative expressions
.
Figure of speech provides the meaning toward a word or sentence
in a non literal way, so that the use of figure of speech in slogan
advertisement has intended meaning
.
According to Stern (1988), the useof figure of speech in advertisement is to give the service message
.
Meaning to say that the purpose on the use figure of speech in advertising
is to help in delivering the message or the idea
.
The other opinions aboutthe purpose on the use of figure of speech come from Ownie and
Aritonang (2000)
.
They are (1) it gives the reader imaginative pleasures,(2) it is a way of bringing additional image, (3) it is very useful to add
emotional intensity to a statement, (4) an effective means of
concentration
.
On the contrary, Stern (1988) argues that the creative uses of figure
of speech are able to create an interesting language which are expressively
alive, rationally appealing and memorable
.
She also reveal that “figure ofinteresting”
.
Deighton (1985) presents his opinion toward the purpose onthe use of figure of speech in term of “experience” which uses in
advertisement
.
He says experience in advertisements should be attributedto heuristic-driven
.
It expresses such a method of teaching and learningwhich is involving or allowing the learners to learn by discovering things
themselves and learning from their own experience rather than by telling
them things
.
In other words, the use of figurative in advertisements mustinvite the costumers to have an experience of using the product
.
From those explanations, the researcher concludes that the purpose
on the use of figure of speech in advertisement are able to impact the
language itself in order to be more expressive, more imaginative,
memorable and also interesting
.
3
.
AdvertisementsPeople need many things to fulfill their needs in daily life
.
Sometimesthey feel confused how to find their needs because there are many choices
with different brands and different features
.
They need some information tochoose the best one that suitable with their needs
.
Hence, there is anadvertisement which provides much information in the product which are
advertised
.
The information in advertisement is constructed throughdifferent language which is different from daily language
.
When people want to sell something, there must be a thing to do as
order that the other person might know that he or she is selling something
.
Itis an advertisement which helps people, company, institution, government,
and soon in promoting their products
.
In the modern era like now days on,people are being helpful by the advertisement services
.
People can findadvertisement in the form of pamphlet, brochure, leaflet, card, billboard, etc
.
it is easy to find advertisement in our daily life
.
It can be seen in television,matchbox cover, trash container, magazine, on buses and taxicab, etc
.
Sincethose advertisements can be found easily, sometimes people do not ever
pause awhile to think about it (Goddard 2003)
.
In means that advertisementcannot be apart from people’s daily life
.
Advertisement and advertising originally come from Latin word
“advertere” meaning “turn towards” (Goddard 2003)
.
It is a medium topromote something which can be in the form of product or service
.
Somescholars argue that advertisement is “any paid form of interpersonal
presentation of ideas, goods, or services by an identified sponsor”
(Berkman& Gilson:11: 1980)
.
Advertising means “drawing attention tosomething” or to notify somebody about someone who offers product or
service)
.
Advertisement is the non personal communication of informationusually paid for and persuasive in nature about products, services, or ideas
by identified sponsors through the various media (Arens&Bovee, 1986)
.
Advertisement is a method of communication for marketing which is
promotes a brand, a product, services, institution, company, etc
.
Therefore itcan be said that advertisement is a marketing tool that helps to sell brands of
product and helps to build confidence in companies or institution by
conveying accurate and compelling information to consumers about the
brand or company and institution (Weilbacher 1984)
.
In other words,advertisement does not only promote a product like in a TV program, it also
promotes a service such as security services, cleaning services, hairstyling,
motorcycle repairs, etc
.
Most of advertising is intended to persuade, butsome adds such a legal announcement (from government, hospital,
government institution, legal companies, etc) are only intended to inform not
to persuade
.
There are some opinions from the experts aboutadvertisements
.
According to Durant &Lambrou in Li (2009)“advertisingconveys information, so that consumers know what is available, who makes
it, and where and how they can get it”
.
They are still advertisement becausethey satisfy all the other requirement of the definition (Arens: 2009)
.
Increasingly, advertising is used to advocate a wide variety of ideas whether
economic, political, religious, or social ideas (Arens and Bovee 1986)
.
There are the basic functions of advertisement based on Arens and
Bovee (1986)
.
Firstly is to identify products and differentiate them fromothers
.
Secondly is to communicate information about the products, itsfeatures, and its location of sale
.
Thirdly is to induce customers to try newto build brand preference and loyalty
.
In other words, advertisements do notonly promote the product and persuade the public but also to get the huge
benefit towards the use of the product
.
a. Language of Advertisement
There is a slogan of a chip namely Chittato
.
its advertisement inIndonesia utilizes English “life is never flat”
.
What makes the audiencesinterested is the word “flat”
.
According to dictionary, flat means with nocurved, high or hollow part
.
If the word flat compares to the shape of thechips which is wavy or curve shape, it means that they are not compatible
.
From the slogan which says “life is never flat”, it can be assumed that life is
just like the shape of Chittato which is wavy and curvy
.
On the other hand, tointerpret the meaning of advertisement of chittato, we can not just interpret
the meaning based on dictionary because sometimes it uses pun words as
well
.
Hence, the language of advertising used here vague, unpredictable,ambiguous, confusing, evasive, unclear, certain and inexact (Kehinde,
2005)
.
Getting reader’s or viewer’s attention is also the most important thing
in creating advertisement
.
The language use in advertisement is differentfrom the language use in science book, academic book, movie script, and so
on
.
Sometimes it uses pun words to attract people’s attention.
Language inthe product selling, benefit point of the product selling the promotion of the
product, and so on
.
The language use in advertisement might pay attention toward the
audience target
.
It is in line with the statement of Dattamajumdar (2006) thatadvertising language is already defined as an organization of text which
suggest some cohesion or meaningful interpretation to the target consumers,
demands description of its functional and formal aspects with reference to
the semantic and pragmatic interpretation
.
Therefore, the language use indemonstration must be as clear, simple, graphic, and as relevant as possible
because it will influence much part on it
.
The advertiser use special languageto show the strength and special features of the product
.
According Kehinde(2005) the language in advertisement is generally laudatory, positive,
unreserved, and emphasizing the uniqueness of a product
.
Hence, thelanguage use in advertisement will bring both good and positive image
toward the product which advertised
.
b. Slogan in Advertisement
When the researcher was a kid, she liked to repeat the slogan of
cigarette by A Mild
.
The slogan is “others can only follow”.
It is memorablebecause it used a good tone and the way one dubbed the slogan
.
It means thatto produce a good advertising, there is an important part in advertising that is
slogan
.
Some scholars say that slogan is the short easily remembered phraseviewers or the customers
.
According to Irandoust and Abdi (2013) Slogan isa phrase which is short and memorable to state the idea and intention
.
Actually, people already used slogan since long years ago but now it
mostly uses advertising or trading
.
Slogan derives from slough-ghairm fromScottish Gaelic which means battle cry
.
It means a shout given by soldiers asthey run towards the enemy or a phrase or word shouted by people as they
start to fight which is intended to give them the strength and wish to fight
harder
.
From the definition above, the similarity between slogan in past andnow is it provides information to others
.
Nowadays, slogan do not only provide information but also has a
function of persuading the hearer
.
Some cigarette slogans in this researchprovide both information and persuasion on the slogans
.
As we know thatcigarette advertisement slogans are unique, they convey the message of the
slogan in indirect meaning
.
Thus, they utilize figure of speech inside of theirslogans
.
On the function of persuasion, slogans through either spoken orwritten language has powerful influence towards people and their behaviour
by giving explanation to the potential costumers what is the best for them
(Dubovicience and Skorupa,2015)
.
The use of slogan in advertisements has huge influence since it also
identified the company and the brand as well
.
Even though it must beabout the product or service because long slogan might be not interested, not
attractive and boring
.
Thus nowadays, the copywriter should create evenmore interesting, attractive, noticeable and memorable slogan (Skorupa and
Dubovicience, 2014)
.
c. Cigarette Advertisement
Advertisement tries to persuade people to purchase the product and
most advertisement show the product which are being advertised
.
Hence, thecostumers will see and know the shape of the product
.
Unfortunately, it cannot be applied in cigarette advertisement
.
Indonesian government prohibitthe cigarette advertisement showing the cigarette and prohibit the activity of
smoking as well
.
Cigarette advertisements which are presented in IndonesiaTV channel should wait until 10 P
.
M to be advertised. It is the strict rule oflaw which is provide by Indonesian government
.
On Indonesian television channels, the advertisers present some
challenging activity and having adventure which are played by some talents
on the advertisements
.
Those activity in cigarette advertisements do nothave any correlation with the cigarette itself
.
In fact, the advertisement andthe product are contradictory
.
For instance, Djarum Super shows the talenthaving an adventure activity in a jungle and in the end it informs the
Thus, since there are some prohibition on cigarette advertisement, the
advertisers should be more creative and innovative in creating the
advertisements
.
They have their own languages when it deals with theslogans
.
They use some puns, rhyme, and repetition to create the slogansbeing ear catching, memorable, impressive and attractive
.
It makes thecigarette advertisements are being more interested than others kind of
advertisements as it is cited by Mandracchia in Kusumaningtyas and
Suwarto (2013)
.
She reveals that cigarette advertising has a very pleasantand interesting way in persuading the customers
.
Hence, the researcher isinterested in analyzing the slogans of cigarette advertisements
.
d. Advertisement on the Internet
There are two types of advertisements based on the media which is
used in delivering advertisement (Arens & Bovie, 1986)
.
Firstly, it is printedadvertisement as can be seen at those advertisements in newspaper,
magazine, leaflet, brochure, billboard, and so on
.
Secondly, it is electronicadvertisement as can be seen in television, radio, internet, and the like
.
Thereare some electronic medium which can be used to advertise the product
.
An advertising medium is any paid means used to present an
advertisement to its target audience (Arens, 2006)
.
In other words, in doingthe advertisement must be suitable for the target audience
.
Regarding toelectronic media, it is in line with the term electronic production which
radio, TV, or digital media (Arens, 2006)
.
Today’s sophisticated technologyenables advertisements to reach us efficiently through a variety of very
simple media which can be operate by children as well (such as direct mail)
and interactive media (internet: facebook, twitter, yahoo, and the like)
.
Nowadays, modern citizens have been popular with shopping online
.
It is much more easier in accommodate the shopping activity
.
People justneed one click to get what they want
.
People are able to fulfill their desire ingetting their daily needs including to find the various types of
advertisements which provide various types of products
.
Besides that.
People are able to advertise and promote their own product without facing
any complicated procedures
.
Considering this easiness, the researcher utilizes internet as the media
to collect the data via wikipedia
.
The researcher tries to collect the data ofcigarette advertisement slogan through some cigarette advertisement which
are presented in Indonesian’s TV channel. Unfortunately, the researcher
finds some difficulties in collecting the data through TV because the
movement on the video is too fast, it makes the researcher could not get the
moment on the cigarette advertisement’s video. Thus, the researcher took
advantage of internet in finding and collecting the data.
e. Goal of Advertisement
When people need something new in their life, for example they need
advertisement on the recent gadget in television, magazine, internet and so
on
.
It is so because they need some information toward the newest gadget.
Itcan be said that before people decide to purchase the product, they need to
know what the are the benefits of the product
.
Generally, the objectives ofadvertisement are to promote and persuade people to purchase the product
.
Besides that, there are supporting goals of advertising instead of just
promoting and persuading
.
The followings are the goals of advertisementsHarichandan and Welukar (2011) state some specific objectives of
the advertisements are: (1) To introduce a new product by creating interest
for it among the prospective customers
.
(2) To support personal sellingprogramme
.
(3) To reach people inaccessible to salesman.
(4) To enter anew market or attract a new group of customers
.
(5) To light competition inthe market and to increase the sales as seen in the fierce competition between
Coke and Pepsi
.
(6) To enhance the goodwill of the enterprise by promisingbetter quality products and services
.
(7) To improve dealer reactions.
(8) Towarn the public against imitation of an enterprise’s products
.
There are some objectives of advertising by Grideanu (2014)
.
Shedivides the objectives based on the intention namely information, persuasion
and reminding