ix ABSTRACT
Language Style in Advertising Slogan: A Case Study of Advertisements in Cosmopolitan Magazine
Masdar Gunako 14111184
This research was designed to find out the language style that used as slogan in advertisements and it was also revealing the direct or indirect meaning implied through the slogan. Further, this research aims to identify the types of language style contained in slogan of advertisements in cosmopolitan magazine. This research used the theory of Mandell and Kriszner (2003) that devided language style into four types, they are formal, informal, colloquial, and slang style. The writer used stylistics approach in doing this research and to support the analysis, the writer also applied descriptive qualitative method to help the writer to analyze the data. Moreover, library research also applied to figure out the relevant sources of the analysis. In this research, the writer analyzed the data in form of word, phrase and sentence consisting of language style.The writer found 63 slogan of advertisement that contain language style as the data of analysis, such as formal, informal, colloquial and slang style. First, the writer found 24 data of formal style.
Second, the writer found 35 data of informal style. Then, the writer also found 3 data of colloquial style. Last, the writer found only 1 datum characterized as slang style. Based on the result of the analysis, the most dominant language style used as slogan of advertisement in Cosmopolitan Magazine is Informal style, mostly the advertiser used it in order to emphasize the important point of the advertisements directly by using incomplete sentence or phrase. Finally, it will make the readers or audiences become familiar about the slogan, then the slogan will remain easily in their mind.
Keywords: Advertisement, Language Style, Magazine, Slogan.
