THE STUDY OF FIGURES OF SPEECH USED IN COCA COLA SLOGANS

Yusuf , Yustya and Dr. Ahmad Idris Asmaradhani, M. Pd and Drs. H. Wijayadi, M.Pd (2012) THE STUDY OF FIGURES OF SPEECH USED IN COCA COLA SLOGANS. Other thesis, Universitas Muhammadiyah Surabaya.

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Abstract

This paper is entitled The Study of Figures of Speech Used in Coca Cola Slogans. Slogan is one of language phenomena. It is an essential part of verbal presentations of an advertisement. It is a few words that are repeated in every ad in the series. It is short, simple, memorable, easy to repeat and most important, helpful in differentiating the product or the company from its competitors. Hence, sometimes the ellipsis occurred in the language of slogan. Generally, the language usually used in a slogan is seen differently with the daily language. It is created in such way that it can attract the reader’s attention and buy the product. Advertising language attracts is colorful and imaginative, and sometimes involves stretching or breaking the conventions of normal language. These use of this kind language called figures of speech. They offer another way of adding extra dimension to language, which can attract the reader’s attention. In other words, it means that figures of speech are an additional way of saying something than the usual. Therefore the language of Coca cola slogans is chosen to be analyzed. The objectives of the analysis are to find out the possible full sentences for the ellipted Coca cola slogans, the types of figures of speech used in the Coca Cola slogans and the intended meaning of the figures of speech occurred in Coca Cola slogans. The theories of figures of speech by Perrine (1992) also supported by Asmaradhani (2012) are used to analyzed the figures of speech. Moreover, the theory of Pragmatics by Yule (1996) is used to analyze the intended meaning also supported by the context and schemata. In the manner of determining the co-text, the possible full sentences of the ellipsis slogans also become a consideration. After doing the analysis there are some ellipsis occurred then by doing the analysis of the possible full sentences of the elliptical slogans also help to interpret the intended meaning trough the context. Furthermore the figure of speech mostly occurs in Coca cola slogans is metaphor. Last but not least, the extensive use of figures of speech in Coca cola slogans is used to promote the interactive communication between the advertiser and the consumer to get the message and finally buy the product. Keywords: stylistics, figures of speech, slogans, schemata, ellipsis,

Item Type:	Thesis (Other)
Subjects:	L Education > L Education (General)
Divisions:	06. Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Bahasa Inggris
Depositing User:	b b putri
Date Deposited:	10 Nov 2017 13:10
Last Modified:	10 Nov 2017 13:10
URI:	http://repository.um-surabaya.ac.id/id/eprint/559

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