How to Attract Viewers through Advertisement Slogans? A Case on Figurative in Semantic Study

Abstract

An advertisement is the promotion of a product, brand, or service to customers in order to pique their attention and increase sales. Advertisement comes in many forms, like video, picture, and song. The main purpose of advertising is to make the product or brand known to the public and bought by people. In advertising, the producer or company will use the slogan as the product identity itself. Slogan can give bridge the advertisement about the image of product. In slogan there are short words, often memorable to send a message of the advertisement to the people. This study aimed to analyze the type of figurative language used in advertisement slogan. The design of this research is descriptive qualitative method. In this research, the researchers focused on English slogan of Indonesia advertising. The data were collected from internet, newspaper and television. Furthermore, the collected data were analyzed by Kennedy’s (1983) theory. The researchers found there were 15 English slogan of advertisement. Based on the data analysis, the result of the research showed that the most types figurative language used in advertisement slogan was Metaphor (33,33%) or 5 slogans, personification (26,66%) or 4 slogans, hyperbole (26,66% ) or 4 slogans and symbol (13,33%) 2 slogans. The researchers did not found type of figurative language Simile, Litotes, Synecdoche, Allusion, Paradox, Irony, Ellipsis and Metanymy in advertisement slogans. As we can see, the dominant type of figurative language used in advertisement slogan was Metaphor with total amount 5 slogans (33,33%) from the data.