AN ANALYSIS OF LANGUAGE STYLE USED IN THE SLOGAN OF ADVERTISEMENT THAT FOUND IN THE INTERNET

Abstract

Abstract
The title of this thesis is An Analysis of Language Style Used in the Slogan of Advertisement
That Found in the Internet. It aims to determine the type of language style that used in each
kind of slogans. The writer examines for the meaning contained. Descriptive method used to
explain the data. Four steps exercised by the author, who has to determine the sources, collect,
analyze & present the data. The writer used Agih method (Sudaryanto: 1993). The author
employs An Introduction to Sociolinguistics theory by Holmer, Janet. (1992), Metode and
Teknik Analisis Bahasa theory By Sudaryanto (1993). The writer found the different of
language style used in the same categories of slogan. The writer make an analysis about the
data with divided the data one by one in the same categories of product..
Key words: Language Style, Slogan, Advertisement, Internet
INTRODUCTION
Advertising or advertisement
is a form of communication used to persuade
an audience (viewers, readers or listener) to
take some action with respect to products,
ideas, or services. Most commonly, the
desired result is to drive consumer behavior
with respect to a commercial offering,
although political and ideological advertising
is also common. Advertising messages are
usually paid for by sponsor and viewed via
various traditional media; including mass
media such as newspaper, magazines,
television commercial, radio advertisement
outdoor advertising or direct mail; or new
media such as websites and text messages.
Beside, Crabtree, et al
(1991:237) say that:
“Advertising is a business in
which language is used to persuade
people to do things, for examples to
buy some product or vote someone,
and / or believe thing, for example, that
some one corporation is trustworthy or
some political philosophy is good one”
Like other advertising media,
online advertising frequently involves both a
publisher, who integrates advertisements into
its online content, and an advertiser, who
provides the advertisements to be displayed
on the publisher’s content. Other potential
participants include advertising agencies that
help generate and place the ad copy, an ad
server who technologically delivers the ad
and tracks statistics, and advertising affiliates
who do independent promotional work for
the advertiser. Internet advertising is a form
of promotion that uses the Internet and
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World Wide Web for the expressed purpose
of delivering marketing messages to attract
customer. Examples of internet advertising
include contextual ads that appear on search
engine result pages, banner advertising, in
text ads, Rich Media advertising, online
classified advertising, advertising network
and e-mail marketing, including e-mail spam
and slogans.
A slogan is an advertising tagline
or phrases that advertisers create to
visually express the importance and benefits
of their product. By and large, it’s a theme to
a campaign that usually has a genuine role in
people’s lives. It has the ability to loan
people’s time and attention by putting
consumers at the heart of the solution. Every
day we see millions of messages and
catchphrase everywhere from print media to
internet advertisement.
Slogans are powerful marketing
tools that can motivate their customers to
support their brand. The best slogans are
instantly recognizable. It is an advertising
tag-line or phrase that advertisers create too
visually and verbally expresses the
importance and benefits of their product.
Internet advertisement use some
language style. It purposes to attract their
consumer. The language style has great
contribution in attracting people who
browsing the internet. So, they use language
style that interesting to the netter.
In this research the writer tries to
describe and to look for the forms of
language for her analysis in internet
advertisement. At this analysis, the writer
focuses on language style used in slogans in
internet advertisement.
Holmes (1992: 1) says
that: “Sociolinguistics is
concerned with the relationship
between language and context in
which it is used”.
In this case, the writer took some research
that have relation with language variety,
there are: The first one , Maria (2000) about
language style in some short stories as found
in Cool ’n Smart magazine in her research,
she analyzes casual style and slang which,
are found in Cool ’n Smart magazine. She
analyzes longer expressions
(which idiomatic meaning) that are
characteristic of slang usage. Another one,
Anti (1998), about non-standard Indonesian
language in teenager magazine. In her
research, she analyzes style of language in
short stories in teenager’s magazines.
Advertising or advertisement is a
form of communication used to persuade an
audience (viewers, readers or listener) to take
some action with respect to products, ideas,
or services. Most commonly, the desired
result is to drive consumer behavior with
respect to a commercial offering, although
political and ideological advertising is also
common. Advertising messages are usually
paid for by sponsor and viewed via various
traditional media; including mass media such
as newspaper, magazines, television
3
commercial, radio advertisement outdoor
advertising or direct mail; or new media such
as websites and text messages.
Beside, Crabtree, et al
(1991:237) in Arri Anti (1998 )say
that:
“Advertising is a business in
which language is used to persuade
people to do things, for examples to
buy some product or vote someone,
and / or believe thing, for example, that
some one corporation is trustworthy or
some political philosophy is good one”
According to Wikipedia, a slogan
is a memorable motto or phrase used in a
political, commercial, religious, and other
context as a repetitive expression of an idea
or purpose. A slogan is an advertising tagline
or phrases that advertisers create to
visually express the importance and benefits
of their product. By and large, it’s a theme to
a campaign that usually has a genuine role in
people’s lives. It has the ability to loan
people’s time and attention by putting
consumers at the heart of the solution. Every
day we see millions of messages and
catchphrase everywhere from print media to
internet advertisement.
Slogans are powerful marketing
tools that can motivate their customers to
support their brand. The best slogans are
instantly recognizable. It is an advertising
tag-line or phrase that advertisers create for
visually and verbally expresses the
importance and benefits of their product.
The style of language that speakers
use with friends, when one a job interview,
when talking to parents, the situational
language is called language style. According
to Holmes (1992:245), states that the
addresses and the context affect out choice of
code of variety, whether language, and
dialect. From the definition, the writer can
conclude that language style is variety of
speakers which is following the writer by
addressing and context.
According to Holmes (1992:236) a
standard variety is generally one which is
written and which has under gone some of
regularization or codification (for example,
in a grammar and dictionary), it is used for H
(high) function a long side a diversity of L
(Low) varieties.
A Standard language variation is
generally: (1) Used in the news media and in
literature (2) Described in dictionaries and
grammar (3) Taught in school and to native
speakers when they learn language as a
foreign language
According to Halim (1980) in Chaer
(2004:192) non standard language is variety
that has indication or symbol from
characteristic to set out of the way from
norm of standard language also called
informal language.
Non standard language shows greater
variety than standard language. The higher
social position of the non standard speakers,
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the more nearly do they approach the
standard language.
According to Richard, et al (1985)
non standard language is use in speaking or
writing; with differ in pronunciation,
grammar or vocabulary from the standard
language. Sometime the expression
substandard is used but linguist differ the
term non-standard as it a more neutral term.
According to Holmes (1992: 74), there are
many components of the meaning of the term
non-standard language, they are;
(1)Unstandardized or uncodified variety
(2)Refers to the way it’s acquired in the
home at first variety (3)It’s used for
relatively circumscribed the function
(4)Used in informal situation
One mark of an informal language is
the frequent occurrence of slang. Almost
everyone use slang occasions but it is not
easy to define the word. According to
Fromkin (1985:276) slang has been defined
as “one of those things that everybody can
recognize and nobody can define”.
Regardless of social position, almost
all people use slang from time to time.
According to Yeager (1981:183) slang is
another word that is difficult to define but
expresses a concept that is understood by
almost everyone; probably the fundamental
quality of a slang term is not generally
accepted. Slang words may come about by
combining to do word, by introducing a
completely new word. Slang expressions
have come and gone ever the year, some to
return again but other never does. At the
sometime, though same slang expressions
are remarkably resilient and persistent and
survive over long periods of time.
Akmadjian (1984) in Sudrawati
(1999) explain about slang as follows:
(1)Slang is part of casual informal styles of
language use (2)Slang like fashion in dotting
and popular music, changer rapidly
(3)Specific areas of slang often associated
with particular social group, and hence one
speaks teenager slang.
A daily activity has conversational language.
Generally, colloquial style is not really
attention to pronunciation, choice or words,
or sentence structure. According to
Alwasilah (1986:59) in Arry Anti (1998) that
colloquial is words or phrases that are only
used in utterances in spoken language. It
used in casual conversation. Education
native speakers of a language normally use
colloquial speech in informal situation with
friends, fellow worker and members of the
family.
In this research, the writer would like
to use some theories in order to support in
development this thesis. The theories will be
described briefly, that is language style,
formal and informal language, for example
slang and colloquial.
RESEARCH METHODOLOGY
In this research, the writer also used
the qualitative method is a processing of
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research, which is have a result descriptive
data like spoken or written language. In this
research, the writer uses this method to
analyze the language style as found in
slogans in internet advertisement
In this research, the writer took the data from
slogans in internet advertisement. In internet
advertisement the writer copying some
slogans into a flash disk and found some data
for to analyze. The data are categorized into
food and beverage, automotive, cosmetics,
electronics etc.
To collect the data, the writer uses
observation method. Observation method
itself is observes the language from the
source of data, that are some slogans in
internet advertising. In collecting the data the
writer browse the internet and uses flash disk
to save the data in both formal and informal
language which includes the words that
related to the research.
DISCUSION
Based of the analysis, language style in
advertisement can be describe into non
standard (that are slang and colloquial) and
standard language
Non Standard
Slang
1) BRYLCREEM - “A Little Dab’ll Do
Ya!”
From the example above, the slogan
is about men’s pomade or hair cream. Slang
is not based to the true meaning but to the
context. In the true meaning the word Dab’ll
same with Dabble or playing with water but
in the context meaning the word Dab’ll is
slang that means the hair is gloss or shiny on
a surface because that hair cream.
2) BURGER KING – It’ll blow your mind
away
From the example above, the word
‘blow’ in the true meaning the wind action to
make something has different position or
look. But in the context meaning the word
‘blow’ is slang version that means make your
mind only thinking about this food.
3) GOOGLE - Don’t be evil
From the example above, the word
‘evil’ in the true meaning has a negative
meaning or it is a crime or bad spirit. But in
the context meaning the word ‘evil’ is slang
version that means stupid. It is fit with the
slogan because Google is the one of many
sources of knowledge, information, social
network etc. with Google the people can
smarter not stupid anymore.
4) SUZUKI SWIFT - It’s a boy thing.
SWIFT, wanna play?
From the example above, the word
‘wanna’ in the true meaning is ‘want to’.
But in the context meaning the word
‘wanna’ is slang version that means
challenge. It is based from the slogan that
says It’s a boy thing. So are you brave to get
the challenge?
5) AUSTRALIAN TOUR – So where the
bloody hell are you?
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From the example above, it is a slogan
about the tourist industry. The word ‘bloody
hell’ in the true meaning has a negative
meaning or may be a swearword. But in the
context meaning the word ‘bloody hell’ is
slang version that means to make sure where
the place you wish will to go to
Colloquial
A daily activity has conversational
language. Generally, colloquial style is not
really attention to pronunciation, choice or
words, or sentence structure. It used in casual
conversation. Education native speakers of a
language normally use colloquial speech in
informal situation with friends, fellow
worker and members of the family.
6) KFC - Finger lickin’ Good!
From the example above, it is seen
that the word lickin’ is the colloquial version
from licking’ is the standard language by
switching the alphabet g with the symbol ’
from the word licking’ become lickin’ from
colloquial. Because this word is not about
the creation of completely new word, it is
only about the change the spelling that is
switching one alphabet with one symbol but
not change the meaning.
7) Mc D - I’m Lovin it
From the example above, it is seen
that the word Lovin is the colloquial version
from Loving is the standard language by
deleting the alphabet ‘g’ from the word
Loving become Lovin from colloquial.
Because this word is not about the creation
of completely new word, it is only about the
change the spelling that is deleting one
alphabet but not change the meaning.
8) L’OREAL - Because you’re worth it
From the example above, it is seen
that to be ‘are’ from “Because you’re worth
it” contracted with pronoun ‘you’. In English
structure it is should be ‘you are’. The word
is colloquial because this slogan is not
paying attention to grammar or the word not
about the creation of completely new words
but only about the change the spelling of the
shortened pronunciation.
9) LG - “Life’s Good”
From the example above, it is seen
that to be ‘is’ from “Life’s Good” contracted
with pronoun ‘life’. In English structure it is
should be ‘life is’. The word is colloquial
because this slogan is not paying attention to
grammar or the word not about the creation
of completely new words but only about the
change the spelling of the shortened
pronunciation.
10) Visa - “Its Everywhere you want to be”
From the example above, is same with
the above. To be ‘is’ from Its Everywhere
you want to be” contracted with pronoun ‘it’.
In English structure it is should be ‘it is. The
word is colloquial because the word not
about the creation of completely new words
but only about the change the spelling of the
shortened pronunciation.
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Standard Language
11) Canon - “See what we mean”
In example above the advertiser make
the slogan in standard language. It can be
seen through the sentence is made in good
grammar, good spelling and formal
vocabulary, so this example uses the formal
language. So this example is suitable to use
on formal language style of advertising
slogans.
12) Nike - “Just do it”
In example above the advertiser make
the slogan in standard language. It can be
seen through the sentence is made in good
grammar, good spelling and formal
vocabulary, so this example uses the formal
language. So this example is suitable to use
on formal language style of advertising
slogans.
13) Haagen-Dazs - Pleasure is the path to
joy
In example above the advertiser make
the slogan in standard language. It can be
seen through the sentence is made in good
grammar, good spelling and formal
vocabulary, so this example uses the formal
language. So this example is suitable to use
on formal language style of advertising
slogans.
14) Red Cross - “The greatest tragedy is
Indifference”
In example above the advertiser make
the slogan in standard language. It can be
seen through the sentence is made in good
grammar, good spelling and formal
vocabulary, so this example uses the formal
language. So this example is suitable to use
on formal language style of advertising
slogans.
15) Matchbox - We sell more cars than
ford, Chrysler, Chevrolet, and Buick
combined.
In example above the advertiser make
the slogan in standard language. It can be
seen through the sentence is made in good
grammar, good spelling and formal
vocabulary, so this example uses the formal
language. So this example is suitable to use
on formal language style of advertising
slogans.
CONCLUSION
Language style is the ways to
show the freedom of expression, to
comment, to express the ideas, feelings, and
give information to other people. Language
style is a part of communication. That used
usually in some situation such as on school
and internet. On this situation usually the
people mostly use variation of language
style.
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