ABSTRACT
Wardhani, Maria Priska Tyas Ayu, (2015). Linguistic Forms and Implicature Meanings of English Slogan in Mobile Phone Advertisements. Yogyakarta: English Language Education Study Program, Sanata Dharma University.
Advertisement language employs certain characteristics and forms which make its usage unique so that it is interesting to read. The language of the English slogan used in the advertisements is essential to attract the consumers’ attention. For this reason, the researcher intends to analyze the linguistic forms and the implicature meanings of the English slogan in mobile phone advertisements.
This research is aimed at describing the linguistic forms and the implicature meanings of each slogan in mobile phone advertisements. There are two research problems in this research: (1) What are the linguistic forms of the English slogan used in mobile phone advertisements? (2) What are the implicature meanings of the English slogan in mobile phone advertisements?. In order to answer those two research problems, the researcher applied Warriner (1982) theory about linguistic forms. In describing the implicature meanings of the slogan, the researcher used pragmatic analysis especially implicature theory by Yule (1996).
To answer those research problems, the researcher applied qualitative research, namely document analysis. The object of this research is the slogan used in mobile phone advertisements. The data are the forms of phrases, clauses, and sentences of mobile phone advertisements. The sources were taken from printed and electronic media. All the data found were taken from the internet sources.
The document analysis was carried out after the researcher completed selecting the slogans from internet sources. Based on the analysis, the researcher found the data based on the linguistic forms of the slogans. From 21 slogans studied, the researcher discovered six linguistic forms used by the English slogan in mobile phone advertisements. There are a noun phrase, a verb phrase, an adjective phrase, a gerund phrase, a prepositional phrase, and a declarative sentence. Besides, the researcher found that the implicature meanings of the English slogan in mobile phone advertisements is as an additional conveyed meaning to attract the consumer’s attention to buy their products.
ABSTRAK
Wardhani, Maria Priska Tyas Ayu, (2015). Linguistic Forms and Implicature Meanings of English Slogan in Mobile Phone Advertisements: English Language Education Study Program, Sanata Dharma University.
Bahasa iklan menggunakan karakteristik serta bentuk tertentu yang membuat penggunaannya yang unik sehingga menarik untuk dibaca. Bahasa dari slogan bahasa Inggris yang digunakan dalam iklan sangat penting untuk menarik perhatian konsumen. Dengan alasan ini, linguistic forms dan makna implikatur dari slogan Inggris dalam iklan ponsel dianalisis dalam penelitian ini.
Penelitian ini bertujuan untuk menggambarkan linguistic forms dan makna implikatur pada setiap slogan dalam iklan ponsel. Ada dua rumusan masalah dalam penelitian ini: (1) Linguistic forms seperti apakah yang digunakan dalam slogan Bahasa Inggris pada iklan ponsel? (2) Apa makna implikatur slogan Bahasa Inggris dalam iklan ponsel? Untuk menjawab dua rumusan masalah tersebut, peneliti menerapkan teori Warriner (1982) tentang linguistic forms. Dalam menggambarkan makna implikatur dari slogan tersebut, peneliti menggunakan analisis pragmatis khususnya teori implikatur oleh Yule (1996).
Untuk menjawab dua rumusan masalah tersebut, peneliti menerapkan penelitian kualitatif, yaitu analisis dokumen. Obyek penelitian ini adalah slogan yang digunakan dalam iklan ponsel. Datanya adalah dalam bentuk frase, klausa dan kalimat iklan ponsel. Sumber diambil dari media cetak dan elektronik. Semua data yang ditemukan diambil dari sumber internet.
Analisis dokumen dilakukan setelah peneliti selesai memilih slogan dari sumber internet. Berdasarkan hasil analisis, peneliti menemukan data berdasarkan pada linguistic forms dari slogan-slogan. Dari 21 slogan yang dikaji, peneliti menemukan enam linguistic forms yang digunakan oleh slogan bahasa Inggris di ponsel iklan. Terdapat a noun phrase, a verb phrase, an adjective phraset, a gerund phrase, a prepositional phrase, dan a declarative sentence. Selain itu, peneliti menemukan bahwa makna implikatur dalam slogan bahasa Inggris di iklan ponsel adalah sebagai makna tambahan yang disampaikan untuk menarik perhatian konsumen untuk membeli produk mereka.
Kata kunci: pragmatik, slogan, iklan, linguistic forms, implikatur.
LINGUISTIC FORMS AND IMPLICATURE MEANINGS OF
ENGLISH SLOGAN IN MOBILE PHONE ADVERTISEMENTS
A SARJANA PENDIDIKAN THESIS
Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree
in English Language Education
By
Maria Priska Tyas Ayu Wardhani Student Number: 111214135
ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION
SANATA DHARMA UNIVERSITY YOGYAKARTA
This thesis is dedicated to:
My savior, Jesus Christ
My beloved parents Bp. ST. Bambang Wisnu W. and Ibu
Yustina Sumiyatun
My dearly brother and sister, Kelvin and Nanda
My beloved man, Ariyo Rhamdoni
My besties, vini, ayu, rita, nadia, tusita, arum
My all friends indeed for the honesty and kindness you pour in.
You are the best.
Trust Yourself, You Know More than You Think You Do
(Benjamin Spock)
ABSTRACT
Wardhani, Maria Priska Tyas Ayu, (2015). Linguistic Forms and Implicature Meanings of English Slogan in Mobile Phone Advertisements. Yogyakarta: English Language Education Study Program, Sanata Dharma University.
Advertisement language employs certain characteristics and forms which make its usage unique so that it is interesting to read. The language of the English slogan used in the advertisements is essential to attract the consumers’ attention. For this reason, the researcher intends to analyze the linguistic forms and the implicature meanings of the English slogan in mobile phone advertisements.
This research is aimed at describing the linguistic forms and the implicature meanings of each slogan in mobile phone advertisements. There are two research problems in this research: (1) What are the linguistic forms of the English slogan used in mobile phone advertisements? (2) What are the implicature meanings of the English slogan in mobile phone advertisements?. In order to answer those two research problems, the researcher applied Warriner (1982) theory about linguistic forms. In describing the implicature meanings of the slogan, the researcher used pragmatic analysis especially implicature theory by Yule (1996).
To answer those research problems, the researcher applied qualitative research, namely document analysis. The object of this research is the slogan used in mobile phone advertisements. The data are the forms of phrases, clauses, and sentences of mobile phone advertisements. The sources were taken from printed and electronic media. All the data found were taken from the internet sources.
The document analysis was carried out after the researcher completed selecting the slogans from internet sources. Based on the analysis, the researcher found the data based on the linguistic forms of the slogans. From 21 slogans studied, the researcher discovered six linguistic forms used by the English slogan in mobile phone advertisements. There are a noun phrase, a verb phrase, an adjective phrase, a gerund phrase, a prepositional phrase, and a declarative sentence. Besides, the researcher found that the implicature meanings of the English slogan in mobile phone advertisements is as an additional conveyed meaning to attract the consumer’s attention to buy their products.
ABSTRAK
Wardhani, Maria Priska Tyas Ayu, (2015). Linguistic Forms and Implicature Meanings of English Slogan in Mobile Phone Advertisements: English Language Education Study Program, Sanata Dharma University.
Bahasa iklan menggunakan karakteristik serta bentuk tertentu yang membuat penggunaannya yang unik sehingga menarik untuk dibaca. Bahasa dari slogan bahasa Inggris yang digunakan dalam iklan sangat penting untuk menarik perhatian konsumen. Dengan alasan ini, linguistic forms dan makna implikatur dari slogan Inggris dalam iklan ponsel dianalisis dalam penelitian ini.
Penelitian ini bertujuan untuk menggambarkan linguistic forms dan makna implikatur pada setiap slogan dalam iklan ponsel. Ada dua rumusan masalah dalam penelitian ini: (1) Linguistic forms seperti apakah yang digunakan dalam slogan Bahasa Inggris pada iklan ponsel? (2) Apa makna implikatur slogan Bahasa Inggris dalam iklan ponsel? Untuk menjawab dua rumusan masalah tersebut, peneliti menerapkan teori Warriner (1982) tentang
linguistic forms. Dalam menggambarkan makna implikatur dari slogan tersebut, peneliti menggunakan analisis pragmatis khususnya teori implikatur oleh Yule (1996).
Untuk menjawab dua rumusan masalah tersebut, peneliti menerapkan penelitian kualitatif, yaitu analisis dokumen. Obyek penelitian ini adalah slogan yang digunakan dalam iklan ponsel. Datanya adalah dalam bentuk frase, klausa dan kalimat iklan ponsel. Sumber diambil dari media cetak dan elektronik. Semua data yang ditemukan diambil dari sumber internet.
Analisis dokumen dilakukan setelah peneliti selesai memilih slogan dari sumber internet. Berdasarkan hasil analisis, peneliti menemukan data berdasarkan pada linguistic forms dari slogan-slogan. Dari 21 slogan yang dikaji, peneliti menemukan enam linguistic forms yang digunakan oleh slogan bahasa Inggris di ponsel iklan. Terdapat a noun phrase, a verb phrase, an adjective phraset, a gerund phrase, a prepositional phrase, dan a declarative sentence. Selain itu, peneliti menemukan bahwa makna implikatur dalam slogan bahasa Inggris di iklan ponsel adalah sebagai makna tambahan yang disampaikan untuk menarik perhatian konsumen untuk membeli produk mereka.
ACKNOWLEDGEMENTS
For all the amazing things happened in my life, I would like to praise my
savior, Jesus Christ. Because of His never-ending love and grace in my life I could accomplish this thesis. I know that my Jesus always guides me in every single step I take.
Completing this Sarjana Pendidikan thesis was not an easy thing for me. There were many people who walked beside me to strengthen me in facing every
single obstacle during the process of finishing this thesis. I would like to express
my gratitude to those who have helped and supports me. My deepest gratitude
goes to my advisor, Paulus Kuswandono, Ph.D., for his advice and guidance in the completion of my thesis. I am very indebted to have him as my advisor.
I thank all of the lecturers of the English Language Education Study Program, Sanata Dharma University, who indirectly inspired me along my study
process. Also, I thank all of the staff for helping me during the years of my study. I would like to express my deepest gratitude to my beloved parents,
Yustina Sumiyatun, S.Pd. and ST. Bambang Wisnu Wardana, and my sibling
Nanda for their prayer, love and continuous support throughout my life. This thesis is simply impossible without them, especially my mother who always be
my inspiration.
encouragement. He is an awesome best friend, an admirable brother, and a
fabulous boyfriend.
I would like to express my biggest gratefulness to my very best friends,
Vini, Ayu, Rita, Nadia, Tusita, and Arum, Sandra, Agatha, for the courage and motivation in sharing life experiences through good and bad times. I also
would like to thank those who had the same advisor as me, Siska, Denyk, Mike,
Vianney, Vitha, Fani, and Inka for the support in finishing my thesis. A bunch of thanks is also given to my friends of PBI batch 2011 for all the fun we have had in the last four years.
Finally I thank everyone whose names I cannot mention one by one. I am
grateful for everyone who has supported me especially during the entire process
of finishing my thesis. May God bless them all.
Sincerely,
TABLE OF CONTENTS
TITLE PAGE ... i
APPROVAL PAGE ... ii
DEDICATION PAGE ... iv
STATEMENT OF WORK’S ORIGINALITY ... v
PERNYATAAN PERSETUJUAN PUBLIKASI ... vi
ABSTRACT ... vii
ABSTRAK ... viii
ACKNOWLEDGEMENTS ... ix
TABLE OF CONTENTS ... xi
LIST OF TABLES ... xiv
CHAPTER I. INTRODUCTION A. Research Background... 1
B. Research Problems ... 5
C. Problem Limitation ... 5
D. Research Objectives ... 6
E. Research Benefits ... 6
F. Definition of Terms ... 8
CHAPTER II. REVIEW OF RELATED LITERATURE A. Theoretical Description ... 12
1. Theories of Pragmatics ... 13
2. Speech Act… ... 14
3. Implicature ... 17
4. Context of Language ... 19
5. Linguistic Forms ... 21
a. Phrase ... 21
c. Sentence ... 23
6. Theories of Advertisements and Slogan ... 24
a. Advertisements ... 24
b. Slogan ... 25
c. Characteristic of Advertisement ... 26
B. Related Studies ... 27
C. Theoretical Framework ... 29
CHAPTER III. RESEARCH METHODOLOGY A. Research Method ... 31
B. Research Objects ... 33
C. Research Setting ... 33
D. Research Instrument and Data Gathering Technique ... 34
E. Data Analysis Technique ... 36
F. Research Procedure ... 39
CHAPTER IV. RESEARCH FINDINGS AND DISCUSSIONS A. Linguistics Forms of the English Slogan in Mobile Phones ... 41
1. Noun Phrase ... 44
2. Verb Phrase ... 46
3. Gerund Phrase ... 47
4. Adjective Phrase ... 48
5. Prepositional Phrase ... 48
6. Sentence ... 49
B. The Implicature Meanings of the English Slogan in Mobile Phones... 51
CHAPTER V. CONCLUSIONS, IMPLICATIONS, AND RECOMMENDATIONS A. Conclusions ... 61
B. Implications ... 62
REFERENCES ... 66
APPENDICES ... 69 A. List of the English Slogan Classification used by Mobile Phone Products
in Advertisements ... 70
LIST OF TABLES
Table 2.1 Factors of Context Language... 20
Table 3.1 The English Slogan in Mobile Phone Advertisements………… 35
Table 3.2 Linguistic Forms Which form Phrase………..… 37
Table 3.3 Linguistic Forms Which form Clause………. 37
Table 3.4 Linguistic Forms Which form Sentence………. 37
Table 3.5 The Checklist of Linguistic Forms Used in English Slogans……... 38
Table 4.1 The Occurrence of Linguistic Forms Used
CHAPTER I
INTRODUCTION
This chapter which consists of six parts discusses the introduction of this
research. They are the research background, the research problems, the problem
limitation, the objectives, the benefits, and the definition of terms. The
background of the research concerns with the reason of choosing the topic.
Moreover, it also presents why the topic is worth studying. The research problems
deal with the problems that will be analyzed in Chapter four. The problem
limitation is the scope and the focus of the research. The objectives of the study
provide the purpose of this research. The next part is the benefits of the research.
The last part is the definition of terms which contain the important information
needed to be explained further.
A. Research Background
Nowadays, technology and commercial economy develop at a fast phase,
especially in the design and the type of advertisements of such common media of
advertising as posters, banners, stickers, paintings, radio and TV ads, web, video,
etc. Those media are all around us at any given time and day. By nature,
advertisements have an attractive compelling power which is able to manipulate
the consumer because they can encourage, announce, and deeply influence
The competition in selling products becomes very tight, particularly in
mobile phone products which nowadays become inseparable in human life. An
advertisement has become one of the best means to help the companies promote
their products. Product manufacturers would not invest in advertisements if they
did not work (Goddard, 1998:2). It means that a company would advertise their
product to get a positive response from the public. The company must pay
attention to the details of what will be written in the advertisement to capture the
consumer’s attention. According to Goddard (1998), an advertisement is so
familiar to modern readers that it is necessary to ask what an advertisement is
(p.5). Generally, an advertisement is a written or oral medium employed by the
companies to persuade people to purchase their products. Therefore, an
advertisement is one of the marketing styles in the commercial world.
As a special form of communication, the commercial advertisement is
actually a persuasive speech act. Abdul (2004) states that the purposes of
advertisements are to attract, inform, motivate, and evoke curiosity of the public
to buy and use the products or services (p.67). In other words, the aim is to
persuade the potential consumers to follow the companies’ ideas or accept and
buy their products or services. In order to capture attention, convey the message
and persuade the consumers, advertisements texts use a range of manipulative
language devices. Therefore, the companies try to create interesting
advertisements by using a slogan which makes the advertisements more powerful
A slogan is a memorable motto or phrase in an advertisement that can be
found in a product. It has been commonly used in political, commercial, religious,
and other contexts in the form of a repetitive expression of an idea or a purpose.
The aim of a slogan is to make a product becomes more interesting and influence
the consumers’ attention to choose the product. A slogan consists of a group of
words that promise a reward in a dramatic way. It is easy to read, to say and to
remember. The language of a slogan represents a particular product. A slogan
becomes an image of a product that cannot be used by others. A slogan has a
special characteristic that is different from one to the other products. Cook (1998)
adds that a slogan should be used by a company to sell a particular product which
will tie in closely with the descriptions used in the advertising copy (p.106). The
advertisers often choose attractive words although the words might initially not be
familiar to the consumers.
The English advertisement exploits a high adaptability of the English
language. The high adaptability means the English language that can be easily
adapted in an advertisement. Sometimes, the consumers find it difficult to
understand the messages behind the slogan. The reason is that the slogan has not
only explicit but also implicit meaning. The meaning of the slogan is directly
expressed in the utterances and sometimes it is not. Indonesians who do not have
good English would find it difficult to interpret the slogan that presumably has
other meanings. Moreover, the consumers mostly read the slogan repeatedly to
understanding on how the English structure and the English speech act works, it
will be easier for them to understand the meaning of slogans.
An advertisement, as a special form of communication, is a dynamic
process. Understanding the advertisement language is a process of decoding and it
needs context. Thus, the researcher believes that a pragmatic field would be the
ideal one to carry out this particular research. The reason is that this research has a
close relationship to the study of utterance meanings in sentences which are used
in communication, and also the study of meanings in the language context and
interaction. The meaning of the English slogan itself is expressed explicitly and
implicitly. Explicitly means that the meaning is expressed what is actually stated
in the conversation. On the other hand, implicitly means that the meaning is
expressed more than what is actually said by the speaker. The conversation carries
meaning more than what is stated in the speaker’s utterance. It is what is called by
implicature. From the explanation above, the reason why the topic is chosen is
because the researcher wants to analyze the implicature meanings of the English
slogan used in mobile phone advertisements by applying a pragmatic approach.
Besides, the researcher tries to analyze the linguistic forms of the English slogan
in mobile phone advertisements.
The analysis of the linguistic forms and the implicature meanings of the
English slogan in mobile phone advertisements and its result can be beneficial to
enrich the linguistics and pragmatics knowledge of advertisements language
especially it is a part of people’s daily life. The language used in advertisements
that the language features of advertisements indeed play an important role in the
society, especially for the consumers. Therefore, this research can help them in
knowing and choosing the products.
B. Research Problems
The researcher formulates the research problems as follows:
1. What are the linguistic forms of English slogan used in mobile phone
advertisements?
2. What are the implicature meanings of English slogan in mobile phone
advertisements?
C. Problem Limitation
In order to focus on the explanation of the linguistic forms and the
implicature meanings, the researcher limits her research problems in discussing
the English slogan used only in the mobile phone products. Since nowadays the
slogan in the products are mostly written in English. Therefore, non English
speaking consumers might get confused or do not understand the content of each
product. In this research, the researcher would like to give more explanation about
the implicature meanings of the slogan in mobile phone products in order to get
better understanding of the slogan.
The researcher concentrates on the linguistic forms of each slogan and the
advertisements. The data source is limited to commercial advertisements of the
English slogan in mobile phone products. This research focuses on the slogans
which were taken from search engine using Google because it is easier for the researcher to find out the variation slogan of mobile phone products. The
explanation used pragmatic approach and theories of linguistic forms limited to
the ones used in mobile phone advertisements. The researcher used her own
subjective opinion and perception to decide the cases of the slogan which used as
the data in this research. The researcher chose 21 versions of the English slogan in
mobile phone advertisements because those particular slogans are the most
appropriate representative among other versions.
D. Research Objectives
The aim of this research is to describe how the English slogan’s forms
and the implicature meanings are employed in mobile phone products in
advertisements. This research is expected to; first discover the linguistic forms of
the English slogan used in mobile phone products. Second, this study aims to
find out an additional conveyed meaning (implicature meanings) of English
slogan which is used in mobile phone products.
E. Research Benefits
The researcher expects that the research can contribute and be beneficial
1. English Language Education Study Program Students
This study will be useful for the study of English linguistics as it will help
the students know more about the linguistic forms of the English slogan. By
means of this study, the researcher believes that the students will get useful
information and add insight understanding about pragmatics, particularly the
implicature meanings of the English slogan in electronic products. Moreover, this
study is also expected to enrich the students’ knowledge of pragmatic and
context language.
2. English Teachers
This study is expected to be a contribution and an additional source for
teaching English linguistics or other related subjects. Hopefully, this study can be
a learning medium to give the example of an interesting learning. Particularly, it is
expected to be an outline in teaching the language elements which are used in
advertisements. For example, the findings of this study can be one of the materials
in the teaching-learning process in linguistics and pragmatics class as they cover
the areas of the linguistic forms and the implicature meanings. The teachers may
use advertisements as the subject materials in linguistics and pragmatics course to
analyze advertisements language.
3. Future Researchers
This study hopefully could become a good reference for other researchers
if they wish to conduct further research on linguistics. This study may also give
valuable information to help the future researchers in conducting research under a
the advertisement features. In practical terms, the researcher expects that the study
can contribute to the development of a pragmatic study, especially for people who
are interested in context meanings and advertisements language.
4. Advertising Companies and Consumers
The topic of this research is suitable for other parties such as advertising
companies, especially those who advertise similar products. The result of this
research can be used as a reference in making or producing a good advertisement
by looking at the linguistic forms and the implicature meanings of the slogan.
Thus, it will be beneficial for the advertising companies to make an interesting
slogan that may influence the consumers’ attention to buy the product.
Besides, this research will give insight to the consumers when they want
to buy a product by looking at the companies’ slogan. By reading this research,
the consumers will be able to identify the linguistic forms and the implicature
meanings in the slogan so that they can easily know the companies’ intention or
the information of the product behind the slogan.
F. Definition of Terms
In this part, to avoid misinterpretation and to have a better understanding
of this research, the researcher would like to give the definition of terms used,
namely pragmatics, implicature, linguistic forms, slogan, advertisement and
1. Pragmatics
Pragmatics is the study of the relation between language and its
context that is basic to an account of language understanding (Thomas, 1995,
p.21). Besides, “Pragmatics is the study of how language is used to communicate”
(Leech, 1992, p.19). This study concerns with meaning as communicated by a
speaker (or a writer) and interpreted by a listener (or a reader), and it has more to
do with the analysis of what people mean by their utterances. The ability of
pragmatics is to communicate more than what is explicitly stated.
2. Implicature
Implicature refers to imply, suggest or convey some meanings indirectly
by means of language (Thomas, 1995, p.58). The aspect of meaning that a speaker
conveys, implies, or suggests without directly expressing. In other words, it is a
process by which such a meaning is conveyed, implied, or suggested. Implicature
can be considered as an additional conveyed meaning (Yule, 1996, p.35). It is
attained when a speaker intends to communicate more than just what the words
mean.
3. Linguistic Forms
Linguistic forms are a meaningful unit of language, such as an affix, a
word, a phrase, or a sentence (Warriner, 1982, p.90). The meaning of the
linguistic forms is represented in terms of a checklist of conditions that have to
4. Slogan
A slogan is a familiar statement that is commonly regarded to particular
advertisements. It is a word or a phrase that is easy to remember, used for example
by a political party or in an advertisement to attract people’s attention or to
suggest an idea quickly (Arens, 2006, p.424). A slogan is used by a company to
sell a particular product that will tie in closely with the descriptions used in the
advertising copy (Cook, 1998, p.106). The language of the English slogan that
they used must be simple and attractive to prove that their product is better than
the others.
5. Advertisement
An advertisement is described as an announcement or a persuasive
message placed in the mass media in paid or donated time or space by an
identified individual, a company, or an organization to serve a number of audience
about the products and persuade or remind them of buying, to convey information
about the organization itself or an important issue to the organization in order to
create or enhance perception of the quality or reliability of a product, thus
encouraging a consumer loyalty and repeat purchases (Brown, 1998, p.54). It means advertisements as the persuasive media of communication to help a
company achieve marketing objectives. A company must create the best
advertisements with an interesting and a creative slogan.
6. Mobile Phone Advertisement
A mobile phone advertisement is the communication of products or
is the communication of messages or media content to one or more potential
consumers who use mobile devices. A mobile advertisement ranges from a simple
text messaging to intelligent interactive messages. The key parts of a mobile
advertisement system include the advertiser, a mobile network, and a mobile
CHAPTER II
REVIEW OF RELATED LITERATURE
The content of this chapter describes the important and the relevant
theories of the research. It is divided into two parts, namely the theoretical
description and the theoretical framework. The theoretical description provides
the theoretical review of this research and the theoretical framework explains the
relation between the theories and the research.
A. Theoretical Description
There are two research problems in this research that need to be answered
to reach an acceptable scientific result and a conclusion. For that purpose, the
researcher finds theories and related studies which are relevant to this research.
The researcher uses a pragmatic field. Pragmatics is an important study as it is
closely related to the meaning in a context. The term of pragmatics used here is
described as a particular way for expressing ideas and feelings. The other terms to
be used in this research include the linguistic forms and the implicature meanings
of the English slogan in mobile phone advertisements. This section elaborates the
definitions, descriptions, and elaborations as the theoretical foundation of the
1. Theories of Pragmatics
This research uses a pragmatic approach to analyze the English slogan in
mobile phone advertisements. The focus of a pragmatic analysis is on the meaning
of a speaker’s utterances rather than on the meaning of words or sentences. There
are some definitions which proposed by linguists regarding to pragmatics.
Levinson (1983) states that “pragmatics covers both context-dependent aspects of
language structure and principles of language usage and understanding that have
nothing or title to do with linguistic structure” (p.9). Further, he defines
pragmatics as “the study of relations between language and context that are
grammatically, or encoded in the structure of a language” (p.10). In other words,
pragmatics covers language usage as the basic concept in understanding language
itself within contexts. The focus of pragmatics is how a speaker uses language to
convey the information. It concentrates on the aspects of meanings that cannot be
predicted by linguistic knowledge alone.
Besides, Leech (1992) mentions, “pragmatics is the study of how language
is used to communicate” (p.19). It concerns itself by how people use language
within context and why they use language in particular ways. This implies that
pragmatics focuses on how a speaker uses language for communication to convey
meaning in particular contexts. In other words, pragmatics tends to fill the gap
between the theoretical and the functional use of language.
Whereas, Thomas (1995) states that pragmatics is the study about the
relation between language and context that are the basics to an account of
related to the consumer’s understanding of a meaning, especially in understanding
the advertisement language. Yule (1996) states that pragmatics is the study about
relationship between the linguistic forms and the uses of those forms (p.4). In an
advertisement, people can find many slogans that draw the attention of the
consumers. In the advertisement, a slogan is the speaker and a consumer is the
hearer. A slogan contains powerful words that make the consumer to understand
the meaning of the advertisement’s goal.
The study of pragmatics concerns a number of principles. There are five
principles or scopes of pragmatics. Yule (1996) suggests the principles of
pragmatics being Deixis, Presupposition, Entailment, Speech Act, and Implicature
(p.9). In this research, the researcher only uses two of the aforementioned
principles. Those are speech act and implicature which will be used to analyze the
English slogan in mobile phone advertisements.
2. Speech Act
Communication is not just a matter of the language use. Yule (1996)
defines that speech acts are simply things people do through language or actions
performed via utterances (p.16). It means that speech acts cannot be separated
from the speaker’s intention to utter something as they determine what the speaker
means. The speaker needs to perform, to act, and to say something. Further, Searle
(1987) states that speech acts consists of three things, namely an act of saying
something, act of doing something, and act of affecting someone (p.22). It can be
do things. Speech acts theory said that the action performed can be analyzed on
three different levels when the utterance is produced. As stated by Searle (2010),
speech act has three levels of meaning, namely locutionary, illocutionary, and
perlocutionary (pp.20-25).
a. Locutionary
Locutionary means the act of saying something or the literal meaning of the
utterance (Searle, 2010, p.21). For example: “the weather is too hot” means that the speaker gives performance to the hearer about the weather or the temperature
that is really high.
b. Illocutionary
Illocutionary means the act of doing something (Searle, 2010, p.21). It
refers to what the speakers intend to say from the utterance they produce in such a
way that the hearer understand. The act of stating, promising, apologizing,
threatening, complaining, predicting, ordering, refusing, and requesting are
included in illocutionary acts. For example: “It is hot in here,” which could mean that the speaker asks someone (the hearer) to open the windows, the meaning that
there has a specific purpose that the speaker has in mind.
Searle (2010) gives classification of the illocutionary act in five kinds of
speech acts: directive utterance, commissive utterance, expressive utterance,
declarative utterance, and assertive utterance (p.22).
1. Directive
Directive is a speech act that makes the hearer takes a particular action
the hearer. The kinds of directive are: ordering, commanding, requesting,
advising, and recommending. For example “Give me your pen,” which means the speaker asks the hearer to lend his pen to him.
2. Commissive
As stated by Searle (2010), commissive is a speech act that commits the
speaker to some future action such as promises or threat (p.22). The kinds of commissive are: promising, vowing, and offering. For example “I promise I’ll do anything, which means that the speaker promises to the hearer that she/he will do anything to the hearer.
3. Assertive
Assertive is a speech act that commits a speaker to the truth of the expressed
proposition. The kinds of assertive are: stating, suggesting, boasting, complaining and claiming (Searle, 2010:23). For example “The roses are cheap” means that the speaker commits to the hearer in her truth of speech that the roses are cheap.
4. Declarative
Declarative is a speech act that changes the reality based on the proposition of
the declaration. Declarative is kind of speech act which correlates the content of
speech with the fact. The acts include passing sentence, blessing, firing, bidding,
and excommunicating. For example “You are fired”, it shows the example of firing (Searle, 2010, p.24).
5. Expressive
Expressive is speech act which expresses or shows the speaker’s attitudes and
congratulating, pardoning, blaming, praising, and condoling. For example: “Look, I’m sorry, I didn’t mean that.” (pardoning).
c. Perlocutionary
Based on Searle (2010), perlocutionary means that the effect of the
utterances on the hearer depends on specific circumstances (p.25). It contains acts
of persuading, embarrassing, intimidating, imitating, or inspiring the hearer. For
example: “Come on, give it a try” which means that the speaker persuades the hearer by using language to utter something and do what the speaker is urging to
do. Moreover, Sealer (1987) says that:
The speech act or acts performed in the utterance of a sentence are in general a function of the meaning of the sentence. The meaning of the sentence does not in all cases uniquely determine what speech act is performed in a given utterance of that sentence, for a speaker may mean more that what he actually says, but it is always in principle possible for him to say exactly what he means (p.18).
It can be said that the meaning of a sentence may mean more and it
determine of what speech act is performed and given in the speaker’s utterance.
Therefore, the hearer can catch the meaning based on the speaker’s speech acts
performed.
3. Implicature
People exchange meanings and intentions in their communication. They
express their ideas and feelings. They do this to get information from their
surrounding discourse. The study of implicature has developed very well and now
proposition that implied by the utterance of a sentence in a context. Wagiman
(2008) states that implicature is something which is implied in a conversation that
is something left implicit in an actual language use (p.54). The speaker does not
express the meaning explicitly. For example, in the class, a teacher says to the
students “The exam is close!” It may imply that the teacher reminds the students that they must prepare for the exam. If the utterance above is made by a father to
their son, the utterance has the same purpose to advise the children not to waste
time because they have to study hard for the exam.
As stated by Yule (1996), implicature is an additional conveyed meaning.
It is something that is more than just what the word means (p.40). It means that
implicature is implied meaning that can be considered as an additional conveyed
meaning. It is attained when a speaker intends to communicate more than just
what the words mean. It is the speaker who communicates something via
implicature and the hearer recognizes those communicated meanings via
inference. Implicature is inferred based on the assumption that the speaker
observes or flouts from some principles of cooperation.
Based on Peccei (1997), implicature is inferences that cannot be made
from isolated utterances (p.43). They depend on the context of the utterance and
shared knowledge between the speaker and the hearer. Grice (1983) states the
word “implicature” for theory use of speaker’s meaning (p.127). Moreover,
implicature will be habitual associated with the relevant expression in all ordinary
contexts. Therefore, the hearer is able to hypothesis about the speaker’s meaning
assumptions and, last but not least, the general communicative principles which
the speaker is expected to observe.
Implicature denotes either the act of meaning, implying, or suggesting one
thing by saying something else, or the object of that act. Grice (1983) divides
types of implicature into two, namely conventional and conversational implicature
(pp.127-128). Conventional implicature is an implicature determined by the conventional meaning of the words used. Conventional implicature is non-truth
conditional inferences that are not derived from super ordinate pragmatics
principle like maxim, but are simply attached by connection to particular lexical
items or expressions (Levinson, 1983, p.127). Conversational implicature is related to the knowledge of what the speaker and the hearer in understanding the
utterances said that the speaker and the hearer must also comply with all the rules.
4. Context of Language
In a pragmatic study, a context cannot be ignored by the researcher as it is
a very important element in language used. To show how important the context is,
Searle, Kiefer, and Bierwich (2009) assert that “Pragmatics is concerned with the
way in which the particular conditions of their conditions of their use in the
context” (p.4). The definition of a context by Leech (1983, p.13) in Nadar
(2009:6) is “Background knowledge assumed to be shared by a speaker and a
hearer and which contributes to the hearer’s interpretation of what is meant by a
known by the speaker and the hearer so the hearer can interpret the speaker’s
utterance. In short, understanding context is important in a pragmatic study.
A language context consists of several factors. According to Leech
(1983), the elements of communication include:
Table 2.1 Factors of Context Language
Context Definition
The addresser
It is the person who originates the message
The addressee It is the person to whom the message is addressed
The channel It is the medium through which the message travels, sound wave, marks on paper, telephone wires, words processor screens.
The message form It is the particular grammatical and lexical choices of the message.
The topic It is the information carried in the topic.
The code It is the language and the dialect.
The setting It is the social or physical context.
(Leech, 1983, p.23)
From the table above, we know that in communication there are many
elements involved. It means that each element gives its contribution in
communication. The language is a medium used to deliver the utterance’s goal in
5. Linguistic Forms
The researcher analyzed the forms of the English slogan in electronic
products using the linguistic forms theory proposed by Warriner (1982). The
linguistic forms deal with the form of phrase, clause, and sentence.
a. Phrase
A phrase is a group of words that is used as a single part of a speech and
does not contain a verb and its subject (Warriner, 1982, p.92). It means that a
phrase is compound words that have a meaning but does not have a subject and a
predicate. This classification consists of the following eight kinds of phrases:
Table 2.2 Kind of Phrases, Definitions, and Examples The kinds of phrase Definition Example
Prepositional phrase Prepositional phrase is a group of words that contain no verb and begin with preposition and end with a noun of pronoun.
After the seminar With blonde hair. With beautiful dress
Adverb phrase An adverb phrase is a
prepositional phrase that modifies a verb, an adjective or adverb.
Tom will see her later in the day. (In the day) is an adverb modifying the adverb later.
Participle phrase A participle phrase consists of a participle and its related words, such as modifiers and complement, all of which act together as an adjective
Rina is swimming quickly. (Participle with adverb modifier quickly)
Gerund phrase A gerund consists of a gerund together with its complement and modifiers, all of which act together as a noun.
The kinds of phrase Definition Example
Infinitive phrase An Infinitive phrase consists of an infinitive together with its complement and
Noun phrase Noun phrase is a phrase
composed of head and modifiers that the headword is a noun. The function of noun phrase in a sentence is as subject, object and complement
He buys a red hat Roni is a doctor
Verb phrase It is formed by verb and modified by adverb and may have a complement
He had finished his job by the time.
Adjective phrase It is prepositional phrase that modifies a noun or pronoun. An adjective phrase is a group of words including an adjective and
From the definitions and examples of the linguistic forms in the table
above, the researcher categorized and analyzed the English slogan in mobile
phone advertisements where the slogan belongs to.
b. Clause
A clause is a group of words which contains a verb and its subject and is
used as a part of a sentence (Warriner, 1982:93). There are two types of clause offered by Warriner (1982), being independent and dependent clause (p.94). An
by itself as a sentence. For example: I baked her cake. In an independent clause in this sentence “Since it was my mother’s birthday, I baked her cake”. On the other hand, a dependent clause does not express a complete thought and cannot
stand by itself. It begins with words like for, since, when, if, or as. For example:
Since most plants die without light, we moved our houseplants closer to the window.
c. Sentence
A sentence is a group of words expressing a complete thought (Warriner,
1982, p.95). He states that a sentence begins with a capital letter and concludes
with an end mark, a period, a question mark, or an exclamation point. Every
sentence has its classification sentence to make it essay to understand by people.
The sentences may be classified according to their purpose. There are four kinds
of sentences:
Table 2.3 Sentence Classification
Classifying sentences Definition Example
A declarative sentence It’s making a statement. It is followed by a period.
The shop is closed at night.
There are tigers at the zoo now.
An interrogative sentence An interrogative sentence asks a question. It is followed by question mark.
What are you eating? It is delicious, isn’t it?
An exclamatory sentence An exclamatory sentence shows excitement or expresses strong feeling. It is followed by an exclamation point.
What a sight the sunset is!
Perfect!
(Warriner, 1982, pp.95-96)
From the table above it can be concluded that every sentence has its
meaning and it can express the purpose of the sentence. Every single word and a
simple phrase can be meaningful since it carries the emotion expressed by the
speaker or the writer.
6. Theories on Advertisement and Slogan
Since the researcher analyzes the English slogan in mobile phone
advertisements, this study is related to an advertisement. In the theories of
advertisements, the researcher provides the definition of an advertisement, the
function of an advertisement, the definition of a slogan, and the characteristics of
a slogan.
a. Advertisement
An advertisement, as a special form of communication, is a dynamic
process. Understanding an advertisement language is a process of decoding and
also needs context. Thus, the pragmatic approach might be the ideal approach to
the analysis of advertisements. The implicature in advertisements have so many
typical and good examples. An advertisement is so familiar to modern readers that
employs using creative and powerful words to persuade people to purchase the
products.
An advertisement becomes a medium to publish the companies’ offer to
the society. Hornby (1995) defines an advertisement as a public notice which is
offering or asking for products and services (p.43). In this case, the companies are
trying to gain society’s attention to buy their products. Therefore, an
advertisement is a device to connect the companies to their consumers. An
advertisement is identified as the texts that do their best to get people’s notice to
make them turn toward them. The purposes of advertisements are to attract,
inform, motivate, and appear curiosity of the public to buy and use the products or
services (Abdul, 2004, p.67). The main function of an advertisement is not only to show the public about what the seller or company has, but also to help the seller
or the company to promote their products.
b. Slogan
A slogan is the most important means and condensed message that
advertisers would like to convey to their customers. Generally, the companies
want to advertise their products using an advertisement which is drawn in a
slogan. A slogan is the image of a company. It is a phrase that comes and goes
with particular lines of products on all its adverts whatever the campaign
(Goddard, 1998, p.105). A slogan is needed in such advertisements because it
helps the companies grab the society’s attention. In other words, Goddard (1998)
states that the slogan used by a company in selling a particular product will tie in
Granat (2003) asserts that a slogan has three functions in the advertisement
(p.76). First, the slogan must embrace a story indicated by the reader. Second, the
slogan is a piece of identification and it helps people to consider the enterprise
label. Third, the slogan helps people increase the image of the enterprise in the
target audience. Therefore, the slogan itself could make the products more
fascinating. Besides, the slogan also helps the companies persuade the consumers
to buy their products.
c. Characteristic of Advertisement
A good advertisement should have four criteria; attracts attention, arouses
interest, creates desire and stimulates action (Brown, 1998, pp.97-99). A sharp
and intelligent slogan can help advertisers leave unforgettable impressions on
their potential customers’ minds.
1) Attention
A good advertisement should attract the consumers to direct their attention
to the product. To achieve this, advertisers always try to make their
advertisements special in some ways, even it is awkward. This is because striking
things remain longer in human minds than normal ones. It means that a slogan
must give quality attention to the public.
2) Interest
The introduction and the publicity of an advertisement should arouse the
consumers’ great interest. The interest may be caused by an eye-catching image, a
pleasant jingle, a funny advertising plot or a surprising slogan. When they are
confidence in the product will be gradually achieved. It means that a slogan must
be interesting to the public and easy to remember.
3) Desire
The publicity of an advertisement should stimulate the consumers’ desire
to buy the product, and make them realize that this product is just what they want.
It means that a slogan draws out the public to choose the product.
4) Action
An advertisement makes the consumers respond to the advertisement
information and evokes them to take the action of purchasing. It is the most
important task of advertising to be fulfilled. It means a slogan must exploit the
consumers to love the product.
Therefore, the charming specialty and the exquisite form of the slogan
advertisement language contribute considerably to the product sale.
B. Related Studies
This research is expected to enrich the examples of phenomenon related to
English slogan’s features. An analysis of the English slogan in mobile phone
advertisements is an interesting topic of pragmatics to discuss. There are some
researchers who had been doing pragmatics analysis investigation. The followings
are some previous and similar studies which are relevant to the topic on
pragmatics to prove the originality of this research. The first one was written by
and Food Products”. His research emphasis was on the linguistic forms, the types,
and the meaning of English slogan by using semantic approach. He concluded that
the slogan used in cosmetic products has mostly conceptual meaning. Besides, the
slogan used in food products applied the connotative meaning. The second
research is written by Ni’mah (2012) entitled “A Semantic Analysis of English
Slogan on Mobile Phone and Car advertisement”. She analyzed the linguistic
forms and the lexical meanings of English slogan in mobile phone and car
advertisements by using a semantic approach. She concluded that the English
slogan used in mobile phone and car advertisements are in the forms of a clause is
in the lowest data. In the middle data is a sentence and the most data are in form
of a phrase and it is high categories. Furthermore, the lexical meaning of all the
data in her research in mobile phone and car products is given by dictionary. The
third researcher is Pratiwi (2008) who wrote “A Pragmatic Study on Clothes
Advertisement Slogans in Aneka Magazine Issued in January - September 2006”.
In this research, her focus was on a pragmatic analysis in directive utterance. In
the problem statement, it is just found that the writer elaborated the pragmatic
meaning in utterances.
Having reviewed the related studies on pragmatics, the researcher was
aware that those three studies above have some similarities with mine. The
similarity between the previous researchers and mine is the use of slogan that
occurs in a certain context which has a unique use. The uniqueness of the slogan
can be seen in the words and the language features used and it may attract people
linguistic units or the linguistic forms of the English slogan. Their researches
studies have led the researcher to analyze English slogan’s features used by
mobile phone products. The differences are the researcher put this study focusing
on the percentage of the linguistic forms and the implicature meanings of the
English slogan implied in slogan mobile phone advertisements.
C. Theoretical Framework
This part explains the theories that were used in analyzing the data of this
study. All major theories are summarized and synthesized. It also explains the
reasons why the theories were needed and how this study applied the theories in
the analysis. Based on the theoretical description, the researcher wraps up the
appropriate theories to accomplish the objectives of this research. In this
theoretical framework, the researcher would like to present how the theories are
connected to the two research problems: Firstly, what are the linguistic forms of
the English slogan used in mobile phone advertisements?. Secondly, what are the
implicature meanings of the English slogan in mobile phone advertisements?.
Nowadays, the companies try to promote their products or services to the
consumers by using a creative and an interesting slogan in advertisements.
Therefore, English slogans have their special characteristics and forms. In order to
answer the research problem number one, the researcher applied Warriner’s
theory. Warriner (1982) states that there are several linguistic forms, namely
phrase, clause, and sentence. Those forms are relevant and directly related to the
advertisements. Therefore, the theories and reviews of related studies about
linguistic forms of advertisements are also used to support the answer more
accurately. As stated in the previous section, there are the following specific
linguistic forms according to Warriner (1982) that can be used to identify the
linguistic forms of the English slogan in mobile phone advertisements. The eight
forms of phrases, four forms of sentences, and two forms of clauses. Following
that, the researcher tries to identify which linguistic forms is the most frequently
used in the mobile phone products in advertisements. Then, the researcher
explains what the dominant linguistic forms in the slogan of mobile phone’s
advertisements.
This research used pragmatic approach in answering and analyzing the
implicature meanings of English slogans in mobile phones advertisements. The
researcher used the theoretical review of concept pragmatic study in answering the
second research question. It consists of pragmatics proposed by Thomas (1995,
p.21) and Yule’s theories (1996, p.4). The researcher presents the principle of
pragmatic; implicature based on the theories which are proposed by Yule
(1996:40) and seconded by Grice (1983, p.127). Those theories are relevant
theories for analyzing the implicature meanings of each slogan and the theories of
an advertisement slogan which are proposed by Goddard (1998) and Granat
(2003). The researcher uses a pragmatic theory because it fills the gap between
the theoretical and the functional use of language. It draws closer to the reality of
CHAPTER III
METHODOLOGY
This chapter discusses the appropriate research methodology used in
conducting this research. This methodology aims to answer the research problems
that have been formulated by the researcher. This chapter consists of the research
method, the research objects, the research setting, the research instrument, the data
gathering technique, the data analysis, and the research procedure.
A. Research Method
Research is a systematic effort to attain answers to the questions
(Tuckman, 1987, p.4). It means that there is a problem about something that needs
to be clarified or something that has yet to be discovered. Besides, basic research
is carried out for the purpose of investigating and identifying a problem. The
problems examined with the selected relevant variables and theories through a
literature review. This part was aimed to find out the methods to answer the
research questions as stated in Chapter 1.
The purposes of this research are to identify the linguistic forms of the English slogan in mobile phone advertisements and explain the implicature
meanings conveyed on it. The methodology of this research is to employ
qualitative research. This research discusses the linguistic forms and the
In conducting this research, the researcher applied qualitative research. According to Ary, Jacobs, and Razavieh (2002), the goal of qualitative research is
depth of understanding rather than the numerical data (p.481). Moreover,
qualitative research allows the researcher to gain access to the motives, meanings,
actions, and reactions of people in the context of their daily life. Besides, the data
analysis in qualitative research is often done concurrently or simultaneously with
the data collection. Therefore, the researcher did the data analysis while collecting
the slogans. In addition, “qualitative data might be quantitized by counting the
number of times a particular word is used or the number of times a particular
theme is identified” (Ary et al, 2010, p.564). That is why the researcher used
percentage and frequency list to expose the data in this research. This kind of
research is called mixed method because the data collection is qualitative but the
data analysis is quantitative.
Talking about the source of data, following what according Loftland (1996), the sources of qualitative research data are sentences or utterances,
actions, written texts, photographs and statistics. By using this approach, the
researcher did the analysis in the written text in the mobile phones’ slogan. The
qualitative research was used in this study because the researcher intended to
analyze the English slogan in mobile phone advertisements.
Since this research dealt with the English slogan language in mobile
phone advertisements, the researcher conducted the document analysis to collect
the data. Chris (2010) defines that “content or document analysis is a research
television programs, advertisements, musical compositions, or any of a host of
others types of document)” (p.21). Therefore, the researcher gathered the data by
using the document analysis applied on advertisements. The researcher collected
the data by listing the English slogan found in mobile phone advertisements that
available in printed and electronic media and categorized them into the specific
linguistic forms proposed by Warriner (1982). Then, the researcher analyzed and
identified the English slogan used in those mobile phone advertisements.
B. Research Objects
This research dealt with the linguistic forms and the implicature
meanings of the English slogan in mobile phone advertisements. According to
Sudaryanto (1993), data are the research objects derived from a selection process
of any kind of resources which in this the research are available in the printed and
electronic media, including the internet (p.56). The researcher analyzed some
brands of the English slogan in mobile phone advertisements taken from printed
and the electronic media, mostly from the internet sources. The researcher focuses
on the English mobile phone products which are widely used in the society.
C. Research Setting
In this research, the object of this research is the English slogan in
mobile phone advertisements. The researcher analyzed the kinds of English
and electronic media, mostly from the internet sources. The researcher gathered
and analyzed the data in February to May 2015, in Yogyakarta. The data analyzed
in this study was not taken from billboards on the street because of the time
constraint. The researcher focused on picking up the data from the internet. The
researcher analyzed and focused on mobile phones’ slogans from the online
sources which can be found by searching in Google. The researcher used the internet as nowadays more and more companies use internet to advertise their
products. After finding the data sources, the researcher selected and picked up 21
slogans.
D. Research Instrument and Data Gathering Technique
In this research, the researcher acts as human instrument. It is because
the researcher “is more responsive to the situation and he or she is able to adapt to
the changing condition” (Guba & Lincoln, 1994, p.12). It means that the
researcher can process the data immediately and confirm the source or related
references if there is uncertainly. In addition, it is only humans who can collect
the confusing data and then process it so that it becomes available and easier for
others to understand it. Therefore, the researcher did the analysis then interpreted
the data in easier way so that the readers can get the meaning of the data.
There were several steps used by the researcher to obtain the data. The
first one was by collecting the English slogan in mobile phone advertisements
from the printed media, such as newspapers, magazines, and also electronic media
data of the English slogan in mobile phone advertisements which were available
on the internet. The researcher chose 21 versions of the English slogan in mobile
phone advertisements because they are the most appropriate representative among
other versions.
There were several tables which were used in this research. The first
table was table 3.1 which is the sample data of the mobile phone slogan that will
be analyzed. It was used to divide and categorize the data into several categories.
Table 3.1 helped the researcher in simplifying the process of analyzing linguistic
forms.
Table 3.1 The Example of English Slogans in Mobile Phones Advertisements Mobile Phones
Product Slogan
Acer Explore beyond limits
Apple Think different
Asia fone Connecting your world
Asus Inspiring innovation
Beyond Infinite communication Blackberry Not just for windows anymore ….. ….
From the data, the researcher analyzed the linguistic forms and the
implicature meanings of the English slogan in mobile phone advertisements from
the websites (See Appendix 2). The researcher used Warriner’s (1982) theories to
identify which slogan belongs to the specific kind of linguistic forms. The
researcher took notes the slogan that contained phrases, clauses, and sentences of
E. Data Analysis Technique
The most important stage of research is the data analysis process because
it determines the success of the research. At this stage, all collected data were
analyzed and examined until the researcher comes to a conclusion. In this
analysis, the researcher answered the problem statements that had been
formulated.
This research was the document analysis which is one of qualitative
research types. Thus, the researcher needed some references and the objects of the
research. This research analyzed the data in form of words slogan. It aimed to
make this research more effective. The first thing the researcher did was to find
out the samples of the English slogan in mobile phone advertisements in the
printed and electronic media, mostly from internet source. The researcher used the
slogan to answer the problems stated in the previous chapter. To reach the goal of
this research, the researcher applied some theories. The researcher used
Warriner’s theory (1982) to find out the linguistic forms used of the English
slogan in mobile phone advertisements. Next, Yule’s theory (1996) was used to
answer the implicature meanings of the English slogan in mobile phone
advertisements.
The researcher did the analysis while also collecting the data. After the
slogans were collected, the researcher placed the slogan into a table. The tables
