A study of the figure of speech in cigarette advertisement slogans on the internet

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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

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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 full

consequences including degree cancellation

if

she took somebody else's ideas, phrase, or

sentences without proper references.

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: Ruslinah

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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

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vii

LIST OF TABLES

TABLE 4.1: THE USE OF FIGURE OF SPEECH IN ADVERTISEMENT SLOGANS IN

INTERNET ... 54

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x

LIST OF APPENDICES

APPENDIX 1. LIST OF FIGURE OF SPEECH IN CIGARETTE

ADVERTISEMENT SLOGANS... 89

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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 %.

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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 %.

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1

CHAPTER 1

INTRODUCTION

There are five parts in this introductory chapter

.

The first one is the

background of the research which talks about the reason why the researcher takes

this research

.

The second one is the problem formulation which delivers the

research questions of this research and must be answered through the applicable

theories

.

The third one is the objective of the research which delivers some

objectives of the research regarding to the problem formulations

.

The last one is the

benefits of the research which talks about the contribution of this research

theoretically and practically

.

A

.

Background of the Study

Communication through the use of certain type of language cannot be

separated from human daily life

.

In doing communication, people need language to

deliver 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 human

life even for the single second as Chaika (1982) says almost of our contact with

others is involved speaking which utilized language

.

It means that communication

through 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, language

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Regarding 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 that

when we talk about advertising, we have to use word as the act to sell goods

.

As

many 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 to

other people (Dyer, 2009)

.

It is also crucially relied on the use of language namely

advertisement 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 valuable

things 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 the

audience, listener, reader or viewer

.

Thus, clever use of language in advertisements

will engage the reader’s attention (McEneryet al: 2009)

.

To some extent, the copy

researchers use some pun words in order that people will be curious and interested

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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 consumer

advertising 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 of

church in a wall, but people do not recognize it as an advertisement

.

Even it does

not sell any brand, but it does informing idea of church ideology

.

It means that

people do not realize that there are plenty of advertisements around them

.

As cited

by 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 and

typeface

.

From those big parts, there is a slogan as a small part in advertisement

which is included in signature

.

It means that slogan shows the signature of the

brand which is being advertised (Goddard, 2003)

.

In this study, the researcher will

not talk about the slogan in printed ads

.

It will deal with the cigarette slogan texts

on 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

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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 of

jingle 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 a

catchy phrase which promotes the product

.

Slogan is memorable statement toward

the brand or service which is advertised

.

Leech in Wang and Ke (2013) says that

slogan 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 effective

persuasion 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, household

appliance, food and beverage, and so on

.

From those type of commercial

advertisement, for the researcher, cigarette advertisement is the most interesting

.

In Indonesia, cigarette advertisement is being famous with the

creativity of the copywriter

.

In Indonesian cigarette advertisements which are

presented in television do not show the activity of smoking

.

The cigarette

advertisement 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 the

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of 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 cigarette

advertisement 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 the

cigarette advertisement slogans

.

People nowadays are getting spoiled by the invention of sophisticated

technology such as internet

.

Regarding to the media of advertisement in this

globalization 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, the

researcher 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 the

point of figure of speech is on the use of words and expressions which employed

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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 in

cigarette 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 television

of Indonesia do not show the form of cigarette and smoking cigarette activity

.

It

does not involve any “cigarette or tobacco” word as well

.

It needs such a deeper

knowledge of meaning

.

Therefore, in order to get good interpretation toward the

meaning 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 which

means “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 of

alliteration

.

It might mean that the costumer who smoke S

.

T

.

DUPONT PARIS

will feel as a cool, calm and confident person

.

The use of adjective can describe the

quality or character of something which is animate or inanimate thing

.

Hence, the

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because 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 how

people interpret the slogan’s meaning and how they get desirable emotion to

consume the cigarette

.

B

.

Problem Formulations

From 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 Objectives

The objectives of this research are mainly answering the question of those

problem formulations above

.

Regarding to the problem formulation, there are two

objectives of this research

.

The first one is to find out the figures of speech which

are used in cigarette advertisement in internet

.

As we know that the use of language

in advertising is distinctive from daily life

.

Hence, it has different meaning when it

uses 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

.

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because it does not show any smoking activity in the video advertisement itself

.

It

uses some illustration and special dictions to construct the appearance of

.

Thus, the second objective of this research is to find out the meaning

of those cigarette advertisement slogans which applied figure of speech

.

Those two

elucidation will be delivered in chapter four along with some support explanation

toward the problems

.

D

.

Research Benefits

Advertisement and its slogan are very interesting to be analyzed

.

It is not

only the cigarette one but the other products do have their unique slogan to be

analyzed

.

Actually there have been many researches dealing with advertisements

but they focused on different aspect of advertisement

.

Here, the researcher

scrutinizes different part of advertisements and uses different approach in analyzing

the cigarette advertisement slogan

.

This research gives some benefits towards the

readers both theoretically and practically, especially for somebody who is

interested in advertisement and research of meaning

.

Probably, this research will

give 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 the

meaning of figure of speech in cigarette advertisement by analyzing those slogans

through semantics theory

.

Probably, this research will provide another point of

view in conducting a research related to advertisement through different approach

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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 analyze

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10

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 three

main parts in this chapter

.

They are literature review, review of related

studies and theoretical framework

.

Literature review explains some theories

from the experts which relate to the research question

.

Review of related

studies discusses some similar studies on advertisements from some other

researchers

.

Theoretical framework describes the use of some theories in

literature review in solving the research question

.

A

.

Theortical Review

This 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 speech

When 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 use

figure of speech but also another things that use figure of speech to

describe their goals such as advertisements

.

Figure of speech can be called

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figure of speech when it deals with slogan which shows the objective of

the advertisement

.

Figure of speech compares two different things

.

It describes

something new through something which is already familiar (Madden,

2002)

.

For instance “He is as quite as a church mouse”

.

It means that the

person is a type of really stolid person

.

Some scholars present their their

definition of figure of speech

.

Perrine (1992) reveals that figure of speech

defines as a way of saying something other than ordinary way

.

Fogelin in

Danziger and Kronrod (2013) argues that figurative language uses words

and expression which which employ the connotative meaning

.

While

Heller (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 is

implied 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 of

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are often found in literary works or non-literary works such slogans of

advertisements

.

a

.

Types of figure of speech

As it has been mentioned above that there are plenty types of figure

of speech

.

The researcher explains some types of them

.

Alliteration and

rhyme are the most favorite figure of speech use in literary and

non-literary work

.

For instance in cigarette advertisements slogan on the

internet

.

Actually there are various kinds of figure of speech, but the

researcher only mentions some of them which are related to the use of

figure of speech in cigarette advertisement slogans

.

The following list will

describe 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 unstressed

syllable in a line” (Madden: 71: 2002)

.

It is the repetition of initial

consonant of words in a sentence (Harpham and Abrams: 2009)

.

The

repetition of the initial words can be more than two words

.

For instance, in

tongue 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 slogan

(25)

advertisement to get the memorable slogan

.

The examples of alliteration

are:

(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 the

words or phrases not the initial word like alliteration

.

It is in line with

Baldick (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,

..

(26)

(Tony Blair, Labour Party Conference, 1 October 1997)

(Taken from Wales: 19)

.

3. Antithesis

It gives a contrast description of ideas

.

Baldick (1996) reveals that

antithesis 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 that

antithesis provides some contrasting lexical items to show the effective

contrast ideas in a formal structure of parallelism

.

The examples of antithesis

are:

(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 same

as alliteration and anaphora but actually they have different point of

repetition

.

According to Wales (2001), assonance is the repetition of vowel

(27)

consonant

.

Sometimes, it is called as vowel rhyme or vocalic rhyme

(Baldick:1996)

.

In the other hand, Madden (2002) has the same opinion that

is 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 the

omission is “and” (Baldick:1996)

.

The examples of this figure of speech are

taken 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 two

parallel 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:

(28)

(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 of

importance (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”

.

Abrams

and Harpham have the same opinion about epithet

.

They said that epithet as

a term in criticism

.

It represents the different quality of a person or thing

through the use of an adjective or adjectival phrase (2009)

.

While Wales

(2001) has a little bit different opinion of epithet

.

She said that epithet is

known 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:

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(14)Silver snarlingtrumpets (John Keats’s The Eve of St

.

Agnes)

(15) The glittering forfex(Alexander Pope’s)

9

.

euphemism

It means “well-speak” in Greek

.

It substitutes words or phrase or

taboo phrase which felt impolite into some more polite

.

It substitutes the the

taboo 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 that

euphemism is “the substitution of an inoffensive or pleasant expression for a

more unpleasant one” (2001:137)

.

Harphams and Abrams reveal that it

shows 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

.

Hendiadys

It comes from Greek which means ‘one thing by two’

.

It describes

the emphasis of phrase which connected two nouns by and (Wales: 2001)

.

The example is:

(30)

11. Hyperbole

It is included in trope

.

It is bold or the extravagant exaggeration of

fact or of possibility (Harpham and Abrams: 2009)

.

It gives overstatement of

something and make it bigger, more important or worse than it really is

.

In

other words, hyperbole is exaggerating or overstatement toward something

or someone

.

Cuddon in Duboviciene and Skorupa (2015) states that it is

containing exaggeration for emphasis

.

The example of hyperbole from

Othello “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 word

where 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 is

contradictory 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

(31)

[image:31.595.84.516.163.614.2]

means a dissembler (Harpham and Abrams: 2000)

.

The examples for this

figure 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 is

taken from Pride and Prejudice by Jane Austin

.

13

.

Isocolon

It 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)

.

The

example 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

.

In

other words, litotes uses negative expression to show the opposite whether

praising or damning

.

Wales also argues that “litotes is often a useful indirect

strategy for reasons of modesty or politeness”

.

There is another opinion form

Abrams and Harpham (2009)

.

They reveal that litotes comes from Greek

“plain” or “simple”

.

Litotes is the assertion of an affirmative by negating its

contrary

.

The following sentence is the example of litotes:

(32)

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 for

describing an object through another object but they still closely related each

other

.

Baldick (1996) also states that an important kind of metonymy is

synecdoche

.

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

.

Metaphor

It is almost the same as metonymy but it describes an object

[image:32.595.87.515.248.608.2]

through another object which have the same characteristic

.

Metaphor is a

figure 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

(33)

18

.

Onomatopoeia

It 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 that

onomatopoeia 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

.

Oxymoron

It consists of two paradoxical contrary

.

It is usually “a figure of

speech that combines two contradictory terms in a compressed paradox”

(Baldick: 1996: 157)

.

It uses two contradictory words in a sentence to show

any idea

.

It is cited in Harpaham and Abrams (2000) that oxymoron contains

the paradoxical utterance that in ordinary usage are contraries

.

The examples

for 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

(34)

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 opposite

characteristics which is difficult to understand

.

Meanwhile, Harpham and

Abrams (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 “statement

which 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

.

Personification

It is a thing which can act or express like human being

.

Thus based

on Baldick (1996) thing which the imagery of an idea, abstract things or

inanimate things which are referred as if they are human

.

It is called

prosopopeia in Greek term which means the abstract concepts or inanimate

things were given with all human characterization

.

The example for

personification is:

(38) Sky lowered, and muttering thunder, some sad drops

.

(35)

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 more

tentative 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

.

Synecdoche

It 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 the

whole 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

(36)

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 speech

Some figure of speech use repetition of consonants, vowel sounds,

words and rhymes within the phrases

.

Meanwhile another figure of speech

has non-literal meaning or connotative meaning

.

Repetition and other

effect 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 a

change 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, phoneme

sequences, syntactic constructions, or words within similar sense as a

structuring character of figure of speech (Arvius: 2003)

.

Hence, it helps

slogans 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 deals

with 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 the

reader (McQuarrie and Mick: 1996)

.

For instance, make fun of the road

.

It

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the 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 by

McQuarrie 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 distinguish

effect and taste toward advertisement slogans

c

.

Purposeson the use of figure of speech

Every figure of speech has their own meaning and depends on the

context of the sentence

.

Besides that, figure of speech also has their own

purposes when they are used in the sentences

.

The use of figure of speech

in slogan advertisement has special purposes why the copy researcher use

that figure of speech

.

Webster in Deighton (1985) reveals the function of

advertising is to convey meanings

.

Mean while Puto and Wells in

Deighton (1985) argue that the language used in advertising is to

embellish the consumption experience

.

Generally, language of

advertisement are built for persuading the audience in order that they have

(38)

point of the advertising is to persuade people to buy

.

So what will happen

when 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 people

through the play of language

.

Secondly, to persuade people of the truth or

value of the message that a figure conveys

.

Thirdly, to help people [image:38.595.85.516.207.631.2]

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 use

of 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 about

the 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 of

(39)

interesting”

.

Deighton (1985) presents his opinion toward the purpose on

the use of figure of speech in term of “experience” which uses in

.

He says experience in advertisements should be attributed

to heuristic-driven

.

It expresses such a method of teaching and learning

which 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 must

invite 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

.

Advertisements

People need many things to fulfill their needs in daily life

.

Sometimes

they feel confused how to find their needs because there are many choices

with different brands and different features

.

They need some information to

choose the best one that suitable with their needs

.

Hence, there is an

advertisement which provides much information in the product which are

advertised

.

The information in advertisement is constructed through

different language which is different from daily language

.

When people want to sell something, there must be a thing to do as

(40)

order that the other person might know that he or she is selling something

.

It

is 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 find

advertisement 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

.

Since

those advertisements can be found easily, sometimes people do not ever

pause awhile to think about it (Goddard 2003)

.

In means that advertisement

cannot 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 to

promote something which can be in the form of product or service

.

Some

scholars 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 to

something” or to notify somebody about someone who offers product or

service)

.

Advertisement is the non personal communication of information

usually 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

(41)

promotes a brand, a product, services, institution, company, etc

.

Therefore it

can 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, but

some 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 about

advertisements

.

According to Durant &Lambrou in Li (2009)“advertising

conveys information, so that consumers know what is available, who makes

it, and where and how they can get it”

.

They are still advertisement because

they 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 from

others

.

Secondly is to communicate information about the products, its

features, and its location of sale

.

Thirdly is to induce customers to try new

(42)

to build brand preference and loyalty

.

In other words, advertisements do not

only 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 in

Indonesia utilizes English “life is never flat”

.

What makes the audiences

interested is the word “flat”

.

According to dictionary, flat means with no

curved, high or hollow part

.

If the word flat compares to the shape of the

chips 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, to

interpret 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 different

from the language use in science book, academic book, movie script, and so

on

.

Sometimes it uses pun words to attract people’s attention

.

Language in

(43)

the 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) that

advertising 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 in

demonstration must be as clear, simple, graphic, and as relevant as possible

because it will influence much part on it

.

The advertiser use special language

to 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, the

language 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 memorable

because it used a good tone and the way one dubbed the slogan

.

It means that

to produce a good advertising, there is an important part in advertising that is

slogan

.

Some scholars say that slogan is the short easily remembered phrase

(44)

viewers or the customers

.

According to Irandoust and Abdi (2013) Slogan is

a 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 from

Scottish Gaelic which means battle cry

.

It means a shout given by soldiers as

they 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 and

now 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 research

provide both information and persuasion on the slogans

.

As we know that

cigarette advertisement slogans are unique, they convey the message of the

slogan in indirect meaning

.

Thus, they utilize figure of speech inside of their

slogans

.

On the function of persuasion, slogans through either spoken or

written 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 be

(45)

about the product or service because long slogan might be not interested, not

attractive and boring

.

Thus nowadays, the copywriter should create even

more 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, the

costumers will see and know the shape of the product

.

Unfortunately, it can

not be applied in cigarette advertisement

.

Indonesian government prohibit

the cigarette advertisement showing the cigarette and prohibit the activity of

smoking as well

.

Cigarette advertisements which are presented in Indonesia

TV channel should wait until 10 P

.

M to be advertised. It is the strict rule of

law 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 not

have any correlation with the cigarette itself

.

In fact, the advertisement and

the product are contradictory

.

For instance, Djarum Super shows the talent

having an adventure activity in a jungle and in the end it informs the

(46)

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 the

slogans

.

They use some puns, rhyme, and repetition to create the slogans

being ear catching, memorable, impressive and attractive

.

It makes the

cigarette 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 pleasant

and interesting way in persuading the customers

.

Hence, the researcher is

interested 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 printed

advertisement as can be seen at those advertisements in newspaper,

magazine, leaflet, brochure, billboard, and so on

.

Secondly, it is electronic

advertisement as can be seen in television, radio, internet, and the like

.

There

are 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 doing

the advertisement must be suitable for the target audience

.

Regarding to

electronic media, it is in line with the term electronic production which

(47)

radio, TV, or digital media (Arens, 2006)

.

Today’s sophisticated technology

enables 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 just

need one click to get what they want

.

People are able to fulfill their desire in

getting 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 of

cigarette 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

(48)

advertisement on the recent gadget in television, magazine, internet and so

on

.

It is so because they need some information toward the newest gadget

.

It

can 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 of

advertisement 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 advertisements

Harichandan 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 selling

programme

.

(3) To reach people inaccessible to salesman

.

(4) To enter a

new market or attract a new group of customers

.

(5) To light competition in

the 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 promising

better quality products and services

.

(7) To improve dealer reactions

.

(8) To

warn the public against imitation of an enterprise’s products

.

There are some objectives of advertising by Grideanu (2014)

.

She

divides the objectives based on the intention namely information, persuasion

and reminding

.

It is being informative advertisement when the

advertisement is in the pioneer period

.

It provides some information that

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the most important goal of advertisement

.

Advertisement tries to attract and

persuade the costumers to face the competitive stage

.

The last is reminding

.

It can be applied for the advertisement which are being in the maturity stage

.

It means that the goal is mainly to convince the customers that they already

made a good decision by choosing the product

.

Considering the aim of advertisement above, the copywriters of

advertisement should be more creative and innovative in creating the

.

Hence, it can change the costumers’ perception, attitudes,

feelings and opinion then purchase the product which is being advertise as it

is the original aim of advertisements

.

2

.

Meaning in Semantics

Language is the vehicle of communication

.

Every word of each

language has its own meaning

.

As we know that a word might have more

than one meaning

.

Thus we have synonym, polysemy, and so on

.

When we

talk about meaning, it must be connected with the term of semantics which

means the research of the relations of signs to the objects to which the signs

are applicable (Morris in Levinson, 1984)

.

It means that the word meaning

depends the following word which come after the key word such as in

phrase

.

Regarding to a word meaning, the meaning of words in

advertisement slogan are different even sometimes they use the same words

.

(50)

meaning and purpose of figure of speech which appear in cigarette

advertisement slogans on the internet

.

Semantics is the branch of linguistics which is related to meaning

based on the logic and truth rather than context

.

Leech (1981) says that the

whole point of semantics is giving a definition of meaning

.

In the other hand,

semantics is the research of “the relation between sign and the object to

which the signs are applicable” (Levinson: 1983: 1)

.

Hence people use

semantic to catch the research of meaning on language because everything

and anything is communicated through language

.

The word meaning in

cigarette advertisement slogans in this research is related with the use of

lexical meaning which is used in figure of speech

.

It will concern to two type

of meaning which are connotative and denotative meaning

.

There are seven

types of meaning which given by Leech (1981)

.

They are conceptual

meaning, connotative meaning, social meaning, affective meaning, reflected

meaning, collocative meaning, associative meaning and thematic meaning

.

The first one is conceptual meaning which is sometimes called as

“denotative or cognitive” meaning

.

It can be said that conceptual meaning

is the central factor and the essential function of communication language

(Leech: 1981)

.

It gives the meaning toward the word based on the dictionary

or states directly to the meaning itself

.

In other word, conceptual meaning

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learns the real meaning of word but not the figurative meaning one

.

Hence,

the baby needs the conceptual meaning

.

The second one is connotative meaning

.

It is the opposite of

conceptual meaning

.

According to Leech (1981: 12) connotative meaning is

“the communicative expression value an expression has by what it refers to,

over and above its purely conceptual content”

.

In the other hand, it reveals

the word meaning based on wha it is refer to or not just its meaning based on

dictionary as in conceptual meaning

.

Sometimes it carries cultural and

emotional associations as well. Leech (1981) has another opinion on

connotative meaning

.

There are three crucial distinctions between

connotative and conceptual meaning

.

Firstly, they are like between

“language” and the “real world”

.

It means that connotative meaning is not

specific to language, but it is also used in other communication system such

as visual art and music

.

Secondly, connotations are relatively unstable to

culture, historical period and the experience of the individual

.

Thirdly,

connotative meaning is indeterminate and open-ended in a sense in which

conceptual meaning is not

.

The third one is social meaning

.

It is about the piece of language

which expresses the social events where there is the use of language

.

It has

relation with the term of illocutionary force because in this case, the

utterances can be interpreted as a request, an assertion, an apology, a threat,

(52)

Gambar

TABLE 4.2: THE DISTRIBUTION ON THE PURPOSES OF FIGURE OF SPEECH 70

figure of speech in advertisement slogan through semantic theory.

figure of speech but also another things that use figure of speech to

Figure of speech compares two different things. It describes

+7

Referensi

Unduh sekarang ( PDF - 109 Halaman - 3.18 MB )

Garis besar

A study of the figure of speech in cigarette advertisement slogans on the internet

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