CHAPTER III
RESEARCH METHODOLOGY
3.1Research Design
In this research,the reseacher applied descriptive qualitative approach. Bogdan and Biklen (1992:30), states that qualitative research is descriptive data. Qualitativeresearch means to find out how a theory works. It is as direct source of the data and the researcher is the key instrument,qualitative means to find out how a theory works in different phenomena whose data collected are in the form of words.
According to Bodgan and Biklen (1982), Qualitative research has the following five features: (1) the natural setting is the data source and the researcher is the key data-collection instrument; (2) it attempts primarily to describe and only secondarily to analyze; (3) the concern is with process, that is, with what has transpired, as much as with product or outcome; (4) its data are analyzed inductively, as in putting together the parts of a puzzle; and (5) it is essentially concerned with what things mean, that is, the why as well as the what. In the qualitative research, the researcher is the most important collector data instrument. Descriptive design is a simply describes what is going on what data shows. The reseacher using descriptive qualitative because it just focuses on the natural semantics of the data. In the other words,how a theory works in different semantics phenomena. The purpose of using the descriptive design is simply because through this design,the fact of the area of interests is able to gather and to describe of means in advertisements slogans. Thisresearch is designed with a
single case system,where it is always conducted in Semantics Analyis in Fast Food Advertisements Slogans.
3.2Data and Source of Data
Bogdan and Biglen, (1992:106) stated that data show is defined as the rough material collected by the reseachers from the world they are studying form in the basis of analyis data in qualitative research.
3.2.1 Data
The data of of this research is text which is Fast Food Advertisements
Slogans of KFC,Wendy‟s,Pizza Hut,Dunkin‟ Donuts,Mc Donald‟s, Burger King,
J.CO, AW, Starbucks, and BreadTalk. The data are taken from the internet, banners, and billboards.
3.2.2 Source of Data
Figure 3.1. The data source of the study are Fast Food Advertisements Slogans
No Source Slogans
1 KFC(1)
KFC(2)
KFC(3)
KFC(4)
KFC(5)
KFC(7)
2 Wendy‟s(1)
Wendy‟s(2)
Wendy‟s(3)
Wendy‟s(4)
Wendy‟s(5)
Wendy‟s(7)
3 Pizza Hut (1)
Pizza Hut (2)
Pizza Hut (3)
Pizza Hut (4)
4 Dunkin‟Donuts(1)
Dunkin‟Donuts(2)
Dunkin‟Donuts(3)
Dunkin‟Donuts(4)
Dunkin‟Donuts(5)
Dunkin‟Donuts(7)
5 Mc Donald‟s(1)
Mc Donald‟s(2)
Mc Donald‟s(3)
Mc Donald‟s(4)
6 Burger King(1)
Burger King(3)
Burger King(4)
Burger King(5)
7 J.CO(1)
J.CO(2)
8 AW(1)
AW(2)
AW (3)
AW (4)
9 Starbucks (1)
Starbucks (3)
Starbucks (4)
10 BreadTalk (1)
3.3Technique of Data Collection
The data are collected by applying descriptive reseacrch a analyze to describe types of meaning in Fast Food Advertisement slogans.The techique of the data is using qualitative research method , in this research is collected some advertisements slogans and they are related to analysis and history. This research is conducted documenter source it browsed historical data taken from Fast Food Advertisement slogans.
into seven type of meaning,there are; Conceptual, Connotative, Affective, Collocative, Stylistic, Reflective, and Thematic.
The process of collecting data goes along with some procedures. The writer follows some stages below:
1. Preparing investigation or choosing the data source (observing).
The writer did the library research and searched the homepages as well as website for some selected references, print advertisements, internet, banners and billboards. .
2. Collecting the data (fast food advertisement slogans).
In this process, the collected food fast advertisement slogans. The food fast advertisement slogans are downloaded from website then they are transcribed to phrases and clauses, and were categorized into type of fast food. The data are taken from several sources such as internet www.youtube.com ,banners,www.fastfood.advertisementsslogans.com, www.bestslogants.comand billboards.
3. Choosing the data
3.4Technique of Data Analysis
In analysing of the data, the prosedures techique used is a descriptive analysis to draw semantics in selected from Fast Food Advertisements Slogans and it is analyzed by comparing what happened during all phenomena involved are related to the theories of semantics.
The data are analysis by using interactive models. According to Miles Huberman and Saldama (2014) the analysis of qualitative data is organized around these processess,they are:
1. Data Condesation
Data Condesation refers to the process of selecting,focusing,simplying, abstacting and transformating.
a. Selecting means the way to choose the best or most suitable data. In this research, the reseacher chose the best data selection based on the data. The reseacher selected the fast food advertisment slogan has written text based on seven types of meaning in Semantic.
b. Focusing means to pay in the particular attentionto the suitable data. In this research, the selected advertisments slogans are focus to describe the seven types of meaning in fast food advertisements slogan.
d. Abstracting means to consider the data theoritically or seperately. In this research, the reseacher only used the data which is based on the existing theories about Types of Meaning (Geoffrey Leech Theory).
e. Transforming
Transforming means to make a through or dramatic change in the form and appearance. The reasecher is transform the types of meaning. Transform means making a types of meaning. In this section can be seen in appendix and also continued in the data display used cluster to make the mass grouping,there has been made based on the data that requires transforming the data.
It means that this data transforming her that is almost compete of the data then the most complete would be used in the data dispay that there were became united between the used of clauses and it could be seen Appendix.
2. Data Display
Data Display is an organized assembly of information that permits conclusion drawing.Generally,a display is an organized that allows conclussions drawing the table and action in text advertisements slogans,the process of reading ,analyze,had been selected through fast food advertisements slogans that contains the data for analysis. The Data display are displayed in tables based on the types or classification of the data:
a. Images b. Table
3. Conclusion Drawing
Conclusion drawing, the reseacher conclude the types of meaning used in fast food advertisements slogan . Conclusion drawing can be learn through decuding what the data means or finding after reading the display in this study.
- Counting the percentage of each types of meaning used infast food advertisements slogan and Describing the dominantly of types of meaning in fast food advertisements slogan.
- To described and analyis the represent the company in types of meaning found Fast Food Advertisements Slogans.
Analyzing data is one of steps conducted by the writer. Analyzing data is carried out with the purposes of analyzing the collected data in order to clarify the theory applied. The data analysis is conducted by classifying the slogans to their
meaning‟s type. Then, the data classification will be analyzed based on Leech‟s
theory. By examining the types of meaning of each word; it can be found the features of meaning build the characteristic of the slogans.
Figure 3.2. Source Data Analysis the Types of Meaning in Fast Food Advertisement Slogans
No Data Advertisements Slogans
Data (Text) Types of Meaning
KFC “It‟s finger lickin‟
Data I (Source) :Analysis the Types of Meaning in KFC
The analysis of Data I in Kfc, “It‟s finger lickin‟ good” the meaning of the text are finger has two meaning finger as noun and finger as verb. Finger as noun,it is mean any of the five parts at the end of each hand. Finger as verb,it is mean touch or feel your fingers. So,in the analysis,the writer using finger as the verb,it is relevant when the writer writing and look the picture as the data,the images support the analysis.
The basic meaning of good is having the right or desired qualities; adequate, and (of a thing) reliable, efficient. This makes good proper to embellish nouns which have high level of fashion or style or quality or type of a product. Besides the basic meaning, there are still many adjectives used to define the adjective, like enjoyable, agreeable, considerable, beneficial, valid, sound, right, and proper. These multiple definitions determine that (1) good can modify a about taste, pleasent,enjoy with the prduct food, (2) Good is high quality of the product.
Combined with lexical meaning we have known about good, it becomes their favorite adjective. By using good, the advertisers tell that: our products are good ones compared with others. And the buyers would also pay attention to these slogans with good contained.
In text data it is press release, KFC said “In line with its spirit of innovation, KFC Hong Kong unveils their new „Finger Lickin‟ Good Edible Nail Polish‟ range, keeping the brand literally at their customers‟ finger tips while
savoring their delicious signature chicken. This limited edition edible nail polish
The types of meaning in data Kfc, “It‟s finger lickin‟ good”,is Reflected Meaning. The reason, Reflected meaning is the meaning which a kind of ambiguity meaning. “It‟s finger lickin‟ good”, this is a famous slogans for Kfc‟s food product, finger lickin‟ it is together with the occurrence of an adjectival compound as a new word,there appears metonymy here with the connection finger lickin‟, it is common knowledge that after finishing eating, something
delicious, sometimes people may lick or suck their fingers.
Reflected Meaning It refers to terms which have more than one meaning surfaces at the same time, so there is a kind of ambiguity. It is as if one or more unintended meanings were inevitably thrown back rather like light or sound reflected on a surface.
“It‟s finger lickin‟good!” it is not indicate,because the word phrase refers
CHAPTER IV
DATA ANALYSIS AND FINDINGS
4.1 Data Analysis
The data analysis of this study are the types of meaning in slogans text of Fast Food Advertisement Slogans. The data are analyzed by seven types of meaning. The seven types of meaning is conducted by using Semantics (the study of meaning) theory by G. Leech (1983). The data are divided into Seven Types of meaning,they are; Conceptual meaning, Connotative meaning, Social meaning, Affective meaning, Reflected meaning, Collocative meaning, and Thematic meaning. The data source of the study are Fast Food Advertisements Slogans, they are ;
4.1.1 Seven Types of Meaning in Analysis Fast Food Advrtisement Slogans 4.1.1.1 Conceptual Meaning in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Conceptual Meaning in Fast Food Advertisement Slogans , as it can be seen table 4.1
Table 4.1 Conceptual Meaning in Fast Food Advertisement Slogans
Data Slogans Explanation
Kfc (2) Tastes is delicious, rich, spicy, flavour. Tastes so good can be considered as a hyperbole, it exaggerates the tastes so good of
Kfc‟s products.
“Today tastes So good” in this case, so good tastes and this meaning refers to the actual meaning of the sign thus,indicates Conceptual meaning. Both meanings are completely different and they come from different word classes too.
tastes so good is having the right or efficient. Like enjoyable to solution of problem. Based on the characteristics of conceptual meaning, the logical of slogans, There is a good solution for that, it is a good meaning, actual meaning for product slogans.
„good‟ is a high quality product make
the readers pleasent, enjoy with the
delicious, rich, spicy, flavour. Tasty in the phrase it is important and or good for the readers, because this advertisements slogans is a good, the best slogans for persuade the humans. Tasty can be considered as a, it exaggerates the tasty of Kfc‟s products.
Kfc (6b)So Good, in data text of Kfc, the meaning of good is a high quality, very exam results, pleasant that you enjoy or want, able to do something well. Behavior which is morally right or acceptable. Semantic/Discourse features is Hyperbole.
Kfc (7a)
“Great Tastes”
Great is a very good in ability or quality,healty fine.
Semantic/ Discourse features : Hyperbole.
Great is described the quantity of food; bigger, great is used in the adverisement slogans to persuade the readers.
Great Tastes of Kfc‟s products in slogans is exaggerates
Wendy‟s
(3)
It's waaaay better than fast food... It's Wendy's
Better is more good, excellent, pleasant, it is the best of having admirable, pleasing, superior, or positive qualities
“ waaaay better”,
Better is persuade the reader for enjoy with product fast food.
Wendy‟s persuade the reader. Because Use real in text slogans to satisfy and claim the beliefe that they only make real product and faux ones never.
Wendy‟s
(6)
“Now that's better”
Better is more good, excellent, pleasant, it is the best of having admirable, pleasing, superior, or positive qualities. Based on the c`haracteristics of conceptual meaning, based on logical, the synonym of better can be influence the reader for enjoy with the product‟s food.
Pizza Hut (2)
“Make it Great”
Great as a adjective it is (1) a very large in size,quantity or degree,of importance, (2) very good in ability or quality, (3) very good or pleasant, (4) important and impressive.
Great in the slogans is a make the readers feel happy and good when try the fast food produt slogans. Make it great in pizza hut product is actual meaning for persuade the readers.
Pizza Hut (4)
“the Flavor of Now”
Flavor on the text data slogans flavor as noun is taste. Flavor has many meaning,such us: delicious, rich, spicy, flavour, it is a especially meaning for persuade the readers. a substance or extract that provides a conceptual meaning, refers
„logical,cognitive,denotative‟, Good as
adjective it is a really meaning, a high of quality, pleasant; that your enjoy or want. Behavior which is morally right or acceptable. Semantic/ Discourse features is Hyperbole
Good is used most frequently in advertising slogans.
Dunkin‟Do
nuts
Dunkin‟Do
advertisement slogans for the persuade the readers. Where the readers have many problem and try to food the products, the reader will feel enjoy and good.
Burger King(1)
“It Just Tastes Better”
“Taste” is delicious, rich, spicy, flavour.
The semantics features use in the slogans is Hyperbole
„Better‟ is suggests that fast food
advertisement slogans has some higher quality tahn competitors.
Starbucks (1)
“The best coffee for the best You” tastes. (2) it most enjoyable;happiest.
„Best‟ suggest the fast food product,
supreme quality that there is nothing comparable to their products.
Starbucks (2)
“A Delicious Way”
It means that Delicious as a adjective,is having a very pleasant taste or smell.
Semantics features in the text slogans; Hyperbole.
Starbucks some, it is a good product slogans for persuade the readers,get used receive something and obtain something. “Receive S25 Starbucks Gift Card When You Refer A Friend” it means that Gift is a naturally ability to speak and persuasively.It means refer to something mentioned about ; (1)to describe or be connected to something, (2) look at something or ask a person
“Here‟s to the best part of your day”
Best as a adjective, of the most excellent or desirable type or quality,most enjoybale,and the most excellent. It is the best seller from fast
food product‟s.
Starbucks is the Best product when we want to enjoy with our part day, the adviters using text slogans “Here‟s to the best part of your day” because the product use for persuade the readers until want to buy the product of fast food and can be enjoy with their day. BreadTalk
(1)
“BreadTalk Delicious Freshly baked”
Delicious is a good food, Definition of delicious is affording great pleasure,
Adjective “delicious” “freshly”,
Delicious as a adjective, is having a very pleasant taste or smell.
cognitive, or denottive. Denotative is the meaning that can be found in the dictionary meaning which indicates the concepts. A language which communicated by other means than by conceptual meaning.
The function of language in fast food advertisement slogans is a very important to the slogans, lexical meaning combined with conceptual meaning, we know about the best seller for perssuasive the consemen. Becomes their favorite of adjectivical in slogans persuade, such us; tastes so good, so tasty, so good, great tastes, better, flavor, tastes better, best, and delecious. Conceptual meaning
in fast food advertisements slogans is the exaggeration effect was achieved by hyperbole. The phrase of data analysis slogans tastes so good, so tasty, so good, great tastes, better, flavor, tastes better, best, and delecious are important and or
4.1.1.2 Connotative Meaning in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Connotative Meaning in Fast Food Advertisement Slogans , as it can be seen table 4.2
Table 4.2 Connotative meaning in Fast Food Advertisement Slogans
Data Slogans Explanation
Pizza
Hut “Our Crowning Glory”
“The Crown Crust Pizza”
Crowning/ˈkraʊnɪŋ/ noun 1.
(obstetrics) the stage of labour when the in fant's head is passing through the vaginal opening crown /kraʊn/ noun 1. an ornamental headdress denoting sovereignty, usually made of gold embedded with precious stones 2. a wreath or garland for the head, awarded as a sign of victory, success, honour, etc.
AW connotative meaning, actualy the signature use in paper, but in this
The analysis of text data slogans, “I ate the bones!”It means that data text Bones in the phrase is a literal meaning, give a meaning expressions.
Based on characteristics of connotative meaning, Bones is connotative meaning “Chicken sad?”, is associates of words a literal meaning, it means that the
product‟s food gives a connotes is the claim of the product‟s food.
Actually, chicken is nonhuman, but in the context, chicken give personal feeling.
or the emotional suggestions related to that word. The connotative meanings of a word exist together with the denotative meanings.
Connotative meaning is very commonly interpreted meaning due to its nature. It associates attributes ofwords to their literal meaning. For instance, a popular cooking of product fast food on brands‟ slogan: in data Pizza Hut; crown, crowning, Aw; magic, signature dishes, tender platters, blow, ate the bones,boneless is the best connect of product slogans. Connotations of the same word make the slogan very effective and powerful. In this slogan, the slogans of the product is being presented in a poetic way. Literally, it falls under the category of stylistic meaning but by owing to its multiplicity of meaning theresearchers discuss it here.
4.1.1.3 Social Meaning in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Social Meaning in Fast Food Advertisement Slogans , as it can be seen table 4.3
Table 4.3. Social Meaning in Fast Food Advertisements Slogans
Data Slogans Explanation
Kfc (1)
“It‟s Finger lickin' good”
“It‟s finger lickin‟good”, this is
a famous slogans for Kfc‟s food
product, finger lickin‟ it is together with the occurrence of an adjectival compound as a new word, there appears metonymy here with the connection finger lickin‟, it is common knowledge that after finishing eating, something delicious, sometimes people may lick or suck their fingers.
Semantic/ Discourse features is Slang. Slang in context is based Discourse features is Slang as the fact, based on the characteristics
Love as noun (1) strong feeling of deep affection for food, (2) like very much.
Polysyllabic is lovin‟ => loving
Based on the characteristics of social meaning, The Analysis in Data of gennetive place:
a) America Runs On Dunkin
Subject Verb Prepotition Bread (as noun) (move using your legs, (into a position covering) (name of product Going faster then when you walk ) fast food)
In Social Meaning, “America Runs On Dunkin”,
America /əˈmɛrɪkə is Person from Amerika , 1) of or relating to the United States of America, its inhabitants, or their form of English
2) of or relating to the American continent.
b) “America Eats A Lot Of Dunuts”
America Eats A Lot Of Dunuts
Subject Verb (strong form) large number or amount object
(as noun) (Indefinite article) (as a product fast food) (put food into your mouth and swallow it)
America is Person from Amerika ,
1) of or relating to the United States of America, its inhabitants, or their form of English
a. What a piece of language conveys about the social circumstances of its use.
b. Dialect: the language of a geographical region or of a social class. c. Time: the language of the 18th c., etc.
d. Province: language of law, of science, of advertising, etc. e. Status: polite, colloquial, slang, etc.
f. Modality: language of memoranda, lectures, jokes, etc. g. Singularity: the style of Dickens, etc.
This type of meaning deals in slogans with socially acquired and communicated meaning by the social community. It differs from person and place to place. It,sometimes, varies among age groups. A prominent is tance of social meaning. In advertisement slogans, effectively used the languange which stylistically addresses the target audience and entails sosial assosiative meaning.
4.1.1.4 Affective Meaning in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Affective Meaning in Fast Food Advertisement Slogans , as it can be seen table 4.4
Table 4.4. Affective Meaning in Fast Food Advertisement Slogans
Data Slogans Explanation
Kfc
“Must Love Dem Chicks”
Based on the characteristics of affective meaning, “love” in the text as noun , the meaning of the love is a strong of feeling deep affection for the product fast food.
Kfc
ChickenSad?
Sad as adjective, that means is feeling unhappy (personal feeling when feel sad), sad (adjective) as down as the reflection of someone‟s feeling that arises because of product food . From both meanings, the most suitable meaning for the ambiguous word down is in a lower or less in some value because it refers to the actual meaning, in this case, it
reflects the user‟s confidence that
increased after the use of this product. Lexical meaning factor that makes down lexical ambiguity is deep affection for food, (2) like very much.
The analysis of data, the language of the slogan suggests owning the product to the viewers.
- Daddy have feel happy and enjoy when like pepperoni
- Based on characteristics of Affective mreaning, the slogan is used feel like and love to product slogans (personal feeling) make the readers enjoy with the fast food product.
Dunkin‟D
onuts
“Be Happy” Happy is a good feeling good and give a good expression.
Based on characteristics of affective meaning, Happy is expression a personal feeling when the readers like with the something.
McDonald deep affection for food, (2) like very much.
Based on the characteristics of affective meaning, it is a really feel love to the fast food product. It refers to the personal feelings
to personal feeling to prododuct‟s
food , the slogans also good give response and influence to readers. McDonald feeling deep affection for something.
loving as adjective,that means
feeling or showing love for affective meaning, it is Reflecting the personal feelings of the speaker, including his attitude to the listener, or his attitude to something he is talking about;
- The Illustration blow in the advertisements slogans is consist, if the someone/ reader have many problem (personal feeling), and try to food the product of fast food.
- So, the readers can be enjoy and feel happy beacause what the reader think/mind is lose and had been blow.
Blow is can give to move something to moved by the wind, somebody bearth. Mind as noun is a part of a
person‟s brain, it is can to make our
Burger King(2)
“We Heard you Like Burgers”
Like as a verb, like is to find something pleasant, attractive or of a good enough standard, to enjoy something.
Based on the characteristics of affective meaning:
- personal feeling - like to product‟s burger - want to eat turned up, showing amusement, happiness.
Based on characteristics of affective meaning cab give the good
expression in product‟s JCO.
Semantic/Discourse features is Part of idiomatic phrase: put a smile on affective meaning, it is Reflecting the personal feelings of the speaker, including his attitude to the listener, or his attitude to something he is talking about;
„Angus‟ is a feeling worry about the
situation,and get yours today is a something feel to enjoy with the good expression.
buy the product. The language is used advertisements in affective meaning for suggest owning the product to the readers. The slogans are like to suggestion and claims. Affective meaning is a good reality to influence the readers. Language is used by words can inspired and it shows the effectiveness of this
strategy used by advertisement slogans to win the readers‟ heart.
4.1.1.5 Reflected Meaning on Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Reflected Meaning in Fast Food Advertisement Slogans , as it can be seen table 4.5
Table 4.5. Reflected Meaning in Fast Food Advertisement Slogans
Data Slogans Explanation
Wendy‟s
(3)
“It's waaaay better than fast food... It's Wendy”
“It's waaaay better than fast food... It's Wendy”
(shock) it is miss-spelled, The insertionof the sound impression of the product enhances its efficacy and acceptability. Miss-spelling is a common trait among the youth in their written discourse. Such an expression touches the target audience as the youth habitually consume fast food.
McDonald
“Billions and Billions Served”
Billions and bilions is a number one thousand million to served what the consement want.
Wendy‟s
(7)
“It's waaaay better than fast food....” acceptability. Miss-spelling is a common trait among the youth in their written discourse. Such an expression touches the target audience as the youth habitually
indicate,because the word phrase refers to flosss. miss-spelled, The insertion of the sound impression of the product enhances its efficacy and acceptability. Miss-spelling is a common trait among the youth in their written discourse. Such an expression touches the target audience as the youth habitually consume fast food.
4.1.1.6 Collocative Meaning in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Colocative Meaning in Fast Food Advertisement Slogans , as it can be seen table 4.6
Table 4.6 Collocative Meaning in Fast Food Advertisement Slogans
Data Slogans Explanation
4.1.1.7 Thematic Meaning in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Thematic Meaning in Fast Food Advertisement Slogans , as it can be seen table 4.7
Table 4.7 Thematic Meaning in Fast Food Advertisement Slogans
Data Slogans Explanation
Kfc
“I ate the bones!”
Based on the characteristics of
thematic meaning, the
Communicated by the way in which a speaker or writer organizes the message, in terms of ordering, focus, and emphasis.
(1)“I ate the bones!” (2)“the bones ate by me” “I ate the bones!”
(1)“America Eats A Lot Of Dunuts” (2)“A Lot of Donuts is Eat by America”
America Eats A Lot Of Dunuts
Subject Verb(strong form)
(as a product fast food) (large number or amount object)
(as noun) (Indefinite article) (put food into your mouth and swallow it)
Wendy‟s
(2)
“Quality is Our Recipe”
(1) “Quality is Our Recipe” (2) “Our Recipe is Quality”
it is organized the message, in ordering, focus, and emphasis.
Burger ordering, focus, and emphasis.
Burger King
“Have It Your Way:Eat Somewhere Else”
1)“Have It Your Way Foundation” 2)“Your way foundation it be have ” The products fast food is writer organizes the message, in terms of ordering, focus, and emphasis.
Burger King
(1)“We Put Burgers in Your Burger”
McDonal d
“ I am eating at McDonald”
Based on the characteristics of thematic meaning, it is organized the message, in ordering, focus, and emphasis.
“ I am eating at McDonald” “At McDonald I am eating”
Based on the characteristics of Thematic meaning is Thematic meaning or what is communicated by the way in which a speaker or writer organizes the message, in terms of ordering, focus, and emphasis.
Samples :
1) Tomorrow I plan to have an outing. 2) I plan to have an outing tomorrow.
4.1.2 How The Types of Meaning are used in Fast Food Advertisement Slogans
4.1.2.1 How Conceptual Meaning used in Fast Food Advertisement Slogans Based on the Leech‟s theory, the anaysis of Conceptual Meaning Used in Fast Food Advertisement Slogans , as it can be seen table 4.8
Table 4.8 Conceptual Meaning used in Fast Food Advertisement Sogans
Data Slogans Explanation
Kfc 2
“ Today Taste So Good”
“ Today Taste So Good”
Tastes, so Good, Tastes is delicious, rich, spicy, flavour and good is quality of the
product‟s food.
“ Today Taste So Good”
It‟s a good food in KFC
product‟s, language in Conceptual meaning are used in fast food advertisement slogans is a very important for humans persuade, is also used to represent something of food, in this case, so good tastes and this meaning refers to the actual meaning where Today in text slogans can give the fact of everyday we can enjoy with the food.
Kfc 6
(6a) “So Tasty” (6a) “So Tasty”
Tasty is delicious, rich, spicy,
flavour , It‟s a real product and
(6b) “So Good” pleasant that you want, able to do something enjoy or well. Behavior which is morally right or acceptable. “So Tasty” “So Good”
it‟s a fast food from Kfc
products, so good used to represent of food product for persuade the readers, the language in conceptual meaning is used to persuade tastes is a delicious, rich, spicy, flavour. conceptual meaning is important to persuade the readers.
Wendy‟s
“It‟s waaaay better than fast food it‟s Wendy‟s ”
“It‟s waaaay better than fast food it‟s Wendy‟s ”
Better is a more good and
really good product‟s fast food,
quality is a product is a real,
where fast food of Wendy‟s
products is a good used to persuade the readers also important for used language.
Wendy‟s 2
“You know when it‟s real”
“You know when it‟s real”
It‟s real is a real meaning of
fast food products,
Wendy‟s 7
“It‟s waaaay better than fast food”
“It‟s waaaay better than fast food”
Better is more good, excellent, pleasant, it is the best of having admirable, pleasing, superior, or positive qualities “ waaaay better”, the expression language is used Better in fast food to persuade
a very large in size,quantity or degree,of importance of fast food product is used to slogans. Make it great in pizza hut product is actual meaning for persuade the readers.
Pizza Hut 4
“the Flavor of Now”
“the Flavor of Now”
flavor has many
meaning,such us: delicious, rich, spicy, flavour, the language used flavor in slogans of fast food is a especially meaning for persuade the readers.
Pizza Hut 5
Dunkin‟Donuts
good advertisement slogans for language in conceptual meaning to persuade the readers. Where the readers have many problem and try to food the products, the reader will feel enjoy and good. Burger King 1
“It Just Tastes Better”
“It Just Tastes Better”
„Tastes‟ „Better‟ is suggests
that fast food advertisement slogans has some higher quality tahn competitors. “It Just Tastes Better”
Used tastes better in products of fast food is a very important languange give meaning to persuade the readers for enjoy and feel good of the product.
Starbucks 1
“The Best Coffee For the Best You”
product, supreme quality that there is nothing comparable to Delicious , rich, spicy, flavour, it is a especially meaning for persuade the readers.
Starbucks 3
(3a) “Want Some Get Some”
(3a) “Want Some Get Some”
(3b) “Receive A $25 readers,get used receive something and obtain something.
(3b) “Receive A $25 Starbucks Gift Card When You Refer a Friends”
it means that Gift is a naturally ability to speak and persuasively.It means refer to something mentioned about ; (1) to describe or be connected to something, (2) look at
product„s buy until the readers
feel enjoy. Used this text
“Want Some Get Some” “Receive A $25 Starbucks Gift Card When You Refer a Friends” it is a good slogans of fast food products for persuade the readers to want to buy and will enjoy and happy with the fast food product.
Starbucks 4 “Here‟s to the Best part of
Your Day”
The best is a real good of the most excellent or desirable type or quality, most enjoybale, and the most excellent. It is the best seller from fast food
product‟s.
4.1.2.2 How Connotative Meaning Used in Fast Food Advertisements Slogans Based on the Leech‟s theory, the anaysis of Connotative Meaning Used in Fast Food Advertisement Slogans , as it can be seen table 4.9
Table 4.9 Connotative Meaning used in Fast Food Advertisement Sogans
Data Slogans Explanation
Kfc 4
“I ate the bones!”
“I ate the bones!”
It means that data text Bones in the phrase is a literal meaning, give a meaning expressions.
Bones is use of nonhuman, but in context bones eaten by human. The literal meaning on the text slogans is used to persuade the readers until will enjoy with the fast food.
Pizza Hut “Our Crowning Glory”
“The Crown Crust Pizza”
“Our Crowning Glory”
Crowning is an ornamental headdress denoting sovereignty, usually made of gold embedded with precious stones and also used for a wreath or garland for the head, awarded as a sign of victory, success, honour, etc.
“The Crown Crust Pizza”
crown is a special sign for king, the stage of labour when the infant's head is passing through the vaginal,as making something perfect or complete (special). “Our Crowning Glory” “The Crown Crust Pizza”
Burger slogans used to make our problems lose when we try to food this showing amusement,happiness. In the text slogans smile use to product promotion to persuade the readers will be enjoy and feel happy with the product of fast food. AW 1
“Signature Dishes”
“Signature Dishes”
Signature /ˈsɪɡnɪtʃə/ noun is the name of a person or a mark or sign representing his name, marked by himself or by an authorized deputy. How connotative meaning used in persuade the readers.
AW 2 “Orange Peach Magic”
4.1.2.3 How Social Meaning used in Fast Food Advertisement Slogans
Based on the Leech‟s theory, the anaysis of Social Meaning Used in Fast Food Advertisement Slogans , as it can be seen table 4.8
Table 4.10 Social Meaning used in Fast Food Advertisement Sogans
Data Slogans Explaination
Kfc
“It‟s Finger Lickin‟ good!”
“It‟s finger lickin‟good”,
this is a famous slogans for Kfc‟s food product, finger lickin‟ it is together with the occurrence of an adjectival compound as a new word, there appears metonymy here with the connection finger lickin‟, it is common knowledge that after finishing eating, something delicious, sometimes people may lick or suck their fingers.
Semantic/ Discourse features is Slang. The language used in Social meaning is slang in context is based on the characteristics.
The social meaning is used to persuade the readers for ejoy and feel happy with the products.
Dunkin‟
Donuts
“America Eats a Lot of Donuts”
“America Eats a Lot of Donuts” America is Person from Amerika. Use of or relating to the United States of America, its in habitants, or their form of English and use of or relating to the American continent.
Dunkin‟
Donuts
“America Runs on Donuts”
“America Runs on Donuts”
America is Person from Amerika. Use of or relating to the United States of America, its in habitants, or their form of English and use of or relating to the American continent.
Used social meaning in text slogans for persuade the readers until know the fast food is a good products.
McDonal‟s 2
Polysyllabic is lovin‟ => loving
which stylistically addresses the target audience and entails sosial assosiative meaning.
4.1.2.4 How Affective Meaning used in Fast Food Advertisement Slogans Based on the Leech‟s theory, the anaysis of Affective Meaning Used in Fast Food Advertisement Slogans , as it can be seen table 4.11
Table 4.11 Affective Meaning used in Fast Food Advertisement Sogans
Data Slogans Explanation
Pizza Hut
“Daddy Loves His Pepperoni”
“Daddy Loves His Pepperoni”
(1) strong feeling of deep affection for food,
(2) like very much.
the slogan is used feel like and love to product slogans (personal feeling) make the readers enjoy with the fast food product.
In affective meaning used Love is a Personal feelings, The analysis of data, the language of the slogan suggests owning the product to the viewers.
Kfc 1
“Must Love Dem Chicks”
“Must Love Dem Chicks”
“love” in the text as noun , the meaning of the love is a strong of feeling deep affection for the product fast food.
Kfc 2
“Chicken Sad”
“Chicken Sad”
Sad as adjective, that means is feeling unhappy (personal feeling when feel sad), sad (adjective) as down as the reflection of someone‟s feeling that arises because of product food. It refers to the actual meaning, in this case, it reflects the user‟s confidence that increased after the use of this product.
Dunkin‟Donu enjoy eat the food. The readers is do not be anxious about something problems. So based on the context, product of this fast food is good to food for finish our problems.
“Be Happy”
Happy is a good feeling good and give a good expression. Happy is expression a personal feeling when the readers like with the something.
“Don‟t Worry” “Be Happy” Used in affective meaning to persuade the readers will enjoy and feel good for the fast food products.
McDonald‟s “I‟m Lovin‟it ” Lovin‟
Loving Love
Love as noun (1) strong feeling of deep affection for food, (2) like very much. it is a really,
McDonald‟s
“If I‟m Lovin‟ it”
“If I‟m Lovin‟it”
lovin‟ =>loving
the meaning of love is a strong feeling deep affection for something.
loving as adjective,that means
feeling or showing love for something.
- Reflection
Feeling love or like to fast food product.
Used affective meaning Language is used by words can inspired and it shows the effectiveness of this strategy used by advertisement slogans to win the readers‟ heart. Burger King
“It‟ll Blow Your Mind Away”
“It‟ll Blow Your Mind Away”
it is Reflecting the personal feelings of the speaker, including his attitude to the listener, or his attitude to something he is talking about;
- The Illustration blow in the advertisement slogans is consist, if the someone/ reader have many problem (personal feeling), and try to food the product of fast food.
- So, the readers can be enjoy and feel happy beacause what the reader think/mind is lose and had been blow.
Blow is can give to move something to moved by the wind, somebody effectiveness of this strategy used by advertisement slogans to win the
Burger King
“We Heard You Like Burgers”
“We Heard You Like Burgers”
like is to find something pleasant, attractive or of a good enough standard, to enjoy something.
- like to product‟s burger - want to eat
Used affective meaning in the slogans are like to suggestion and claims. Affective meaning is a good reality to influence the readers. JCO
“Take a Bite for a Glazzier Smile”
“Take a Bite for a Glazzier Smile”
Smile as noun is a expression of the face with the corners of the mouth turned up, showing amusement, happiness.
Used affective meaning in fast food products is a good reality to influence the readers. Language is used by words can inspired and it shows the effectiveness of this strategy used by advertisement
slogans to win the readers‟ heart.
4.1.2.5 How Reflected Meaning used in Fast Food Advertisement Slogans Based on the Leech‟s theory, the anaysis of Reflected Meaning Used in Fast Food Advertisement Slogans , as it can be seen table 4.12
Table 4.12 Reflected Meaning used in Fast Food Advertisement Sogans
Data Slogans Explanation
Wendy‟s ” expression touches the target audience as the youth habitually consume fast food.
Used Reflected meaning is interest of product fast food slogans to persuade the readers with the expression and the readers feel happy and enjoy with the products.
Wendy‟s impression of the product enhances its efficacy and acceptability. Miss-spelling is a common trait among the youth in their written discourse. Such an expression touches the target audience as the youth habitually consume fast food. Used Reflected meaning is interest of product fast food slogans to persuade the readers with the expression and the readers feel happy and enjoy with the products.
BreadTalk
“BreadTalk Flossss”
“BreadTalk Flosss”
Flosss (Expression) it is not indicate,because the word phrase refers to flosss. miss-spelled, The insertion of the sound impression of the product enhances its efficacy and acceptability. Miss-spelling is a common trait among the youth in their written discourse. Such an expression touches the target audience as the youth habitually consume fast food.
4.1.6 How Thematic Meaning used in Fast Food Advertisement Slogans Based on the Leech‟s theory, the anaysis of Thematic Meaning Used in Fast Food Advertisement Slogans , as it can be seen table 4.13
Table 4.13 Thematic Meaning used in Fast Food Advertisement Sogans
Data Slogans Explanation
Wendy‟s 1
“Quality Food Made Fresh is Our Recipe”
(1)“Quality Food Made Fresh is Our Recipe”
(2) “Our Recipe is quality food made fresh”
it is organized the message, in ordering, focus, and emphasis. The subject position and its role and when it is replaced with the object in passive voices.
Used Thematic meaning as the strategy is an effective tool to optimize the desire results. The thematic organization is an important means is actually, required.
Wendy‟s 2
“Quality is our Recipe”
(1) “Quality is Our Recipe” (2) “Our Recipe is Quality” it is organized the message, in ordering, focus, and emphasis. The subject position and its role and when it is replaced with the object in passive voices.
“America Runs On
Dunuts” or a slogans is a great significance the readers for enjoy and feel happy with the product. The swapping of both of the clauses
might fail to capture the viewers‟s
attention.
Dunkin‟Donu
ts 7
“Amrica Eats A Lot of Donuts”
(1)“America Eats A Lot Of Dunuts”
(2)“A Lot of Donuts is Eat by America”
Based on the characteristics of thematic meaning, it is organized the message, in ordering, focus, and emphasis. The subject position and its role and when it is replaced with the object in passive voices.
CHAPTER V
CONCLUSION AND SUGGESTION
5.1 Conclusion
After analysing the data,conclusions are drawn as the following.
2. The Usage of Seven Types of Meaning in Fast Food Advertisement Slogans is very important in order to represent the advertisers tell the prospective consumer about the existence of the product fast food advertisements slogans. The advisers used language in the seven types of meaning is include in fast food advertisements slogans, advertising
language used is justified for the purpose of attracting people‟s attention,
winning their trust and swaying their thinking. The element of persuasiveness on the part of the audience remainsthe target area of interests of the slogans. Choice and arrangement of words is the art to inculcate the desired out comes.
5.2 Suggestion
With reference to the conclusions,suggestions are stages follow.
1. Study types of meaning is a very important to maintain and master,especially in study of meaning,the use of reader can understand to advertisement slogans. So,the writer suggests the owner of the readers,in the advertisements slogans,to maintain it such as document it more.
2. This study can be as the part of the study concerning to print advertisements slogans. It is suggested that further study interpret more widely and vary. It is expected to be able to uncover the message in a text through the analysis of culture context which cover the text.
