Download 1 CHAPTER! INTRODUCTION l.l Background of Study Advertising

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CHAPTER!
INTRODUCTION
l.l Background of Study
Advertising has already been an ordioory cirrumstance in our daily life. We seem
to be surrounded by advertisement wherever we go. It has already become a public
necessity. The definition of Advertising, based on the Principles of Advertising: A Global
Perspective is "a commercial and non-personal communication about an organization
and its products which transmitted to a target market through a mass media, for example
television, radio, magazines, direct mail, outdoor ad»ertisement, or public vehicle. "
(Jolrnson & Lee, 1999: 3)
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There are several elements on advertisements, "which are the headline or
display line; the illustration or image; the body copy or text; the theme line or slogan,
trade character, seal, and ather marks; and the logotype or signature. " (l\1andell, 1984:
448)
In this paper the writer analyzes advertisement slogan from the stylistic features
to see how it is used in slogans. Before the writer discusses it further, it will be better if
we know the meaning of
"Advertisement Slogan". And the explanation of stylistic
feature will be discussed in Chapter 2.
The aim of the advertisement is to persuade or influence audience in choosing a
product Therefore an advertisement should be eye-catching to get the attention of the
audience. The text of the advertisement, in this case the slogan, should be unique,
simple, memorable and selling.
What is meant by a slogan according to Felton (1992) in the Advertising:
Concept and Copy
is "the phrase or sentence which, often cleverly, identifies the
product or corporation; it often appears at ad's end next to the logotype." (p. 158)
Advertising slogans are claimed to be, and often proved to be, the most effective
and successful means of drawing attention to one or more aspects of products.
A slogan is said to be eftective and successful if public accepts it, and most
importantly if the slogan achieves the aim of the advertisement. The discussion about
the aim of the advertisement will be discussed in chapter two.
An effective use of words in advertisement slogaus is rather uncommon, it is
unusual use in the society by the public ar,d sometime advertisers create their own
words, for example the slogan of SKI Fruit: "FruitiW!. YogurtU'I. Delicia." But slogans
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often use logical fallacies to draw attention of the audiences. The tricks of their success
are based on their choice of words to make the slogan memorable.
The slogan should have the ability to make it be recalled unaided. Generally,
the slogan is more memorable if it has a certain pattern, either in the sound or structure.
This pattern can be in a form of rhyme, alliteration or coined words.
In this paper the writer analyzes advertisement slogans to classify them. The
analysis will be based on the stylistic features of the slogan. What is meant by stylistic
features is rhyme, alliteration, and coined words, which are used in the advertisement
slogans. It will be discussed further in Chapter 2.
1.2 Statement of Problem
Statements of problem of this paper are:
What stylistic features exist in advertisement slogans?
How the stylistic features are used in advertisement slogans?
l.J Scope and Limitation
In order to reach the aim of this paper, the writer examined a range of
advertisement slogans. Fifty pieces of advertisement slogans from medium to large
sized companies were examined.
The writer classified the 50 slogans, and then she analyzed it, whether the
advertisement slogan has
stylistic features or not
and
how
they
are used
in
advenisement slogans. The analysis will be based on the use of rhyme, alliteration and
coined words in the advertisement slogans.
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1.4 Goals and Function
TI1e Goals of this paper are:
to know the criteria of good slogans;
to get the information wl!at stylistic features exist in advertisement slogans;
to know how the stylistic features are used in advertisement slogans.
By writing this paper, the writer hopes it can give benefit to aU readers who need
information about the language styles of advertisement slogans. The writer also hopes
the information can be used for the readers who want to write a paper on other related
topics or if they want to create an advertisement slogan.
1.5 Research Methodology
For the research methodology, the writer uses library-type of research and
experimental study. The writer uses two types of research because this paper needs a
theoretical background and some advertisement slogans as the research object
For the library-type of research, the writer does it at Bina Nusantara's Library,
British Council's Library, Atmajaya's Library, and do some searching on the Internet.
The writer looks for some theoretical background, which are related to the topic of the
paper, for example, what is the meaning of advertising, slogans, rhyme, alliteration, and
ooined word
And for doing the analysis, the writer ooUects at random of advertisement
slogans from medium to large-sized companies. The reason why the writer choose
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medium to large sized companies, is because they can represent the trend m
advertisement slogans, and their slogans are already well known by public.