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AN ANALYSIS OF FIGURE OF SPEECH ON THE TAGLINES
OF DRINKING WATER ADVERTISEMENTS
MAULIDIA KAMILA
1112026000052
ENGLISH LETTERS DEPARTMENT
ADAB AND HUMANITIES FACULTY
SYARIF HIDAYATULLAH STATE ISLAMIC UNIVARSITY
JAKARTA
2017
i
ABSTRACT
Maulidia Kamila, An Analysis of Figure of Speech on the Taglines of Drinking
Water Advertisements. Thesis: English Letters Department, Faculty of Letters and
Humanities, State Islamic University of Syarif Hidayatullah Jakarta, 2017.
Advertisement is a tool to promote a product. Advertisement usually uses mass
media like a TV station because human considers that TV is a unique and
powerful element. In promoting a product, advertisement also needs language
style to make consumers attracted to the products. The language style itself is an
unusual way for communication. The aim of using language style is to make
audience attracted to what the speaker is saying. Language style is made as
attractive as possible so that consumers attracted to the products that are
advertised. This research focuses on Figures of Speech used on the taglines of
drinking water advertisements in some TV stations in 2014 until 2015.
Furthermore, the writer uses 17 advertisements as the objects to be analyzed. The
Figures of Speech used are Metaphor, Metonymy, Personification, Hyperbole,
Paradox, Ellipsis, Rhetorical Question, and Repetition. In addition, hyperbole and
paradox are mostly used in the taglines of drinking water advertisements, because
the purpose of hyperbole itself is exaggerating something and situation.
Furthermore, hyperbole is used in order to obtain the deepest impression for the
listener. While paradox gives a true meaning.
Keywords: language style, figure of speech, advertisement
APPROVAL SHEET OF THE ADVISOR
ANANALYSIS OF FIGURE OF SPEECH ON TI{E TAGLINES'OF
DRINKING \MATER ADVERTISEMENTS
A Thesis
Submitted to Adab and Humanities Faculty
In Partial Fulfillment of the Requirements
For Strata I Degree (S1)
Maulidia Kamila
11uA26AA0A52
ENGLISH LETTERS DEPARTMENT
ADAB AND HUMANITIES FACULTY
S YARIF HIDAYATULLAH STATE ISLAMIC TINIVARSITY
JAKARTA
24fi
Advisor
ncI/,,J-''-Y
f,'auziwa Imma R. S.S. M.A
LE'GALIZATIOI\
Name : Maulidia I(amila
NIM : 1112026000052
Title : An Analysis of Figure of Speech on the Taglines of Drinking water
Adverlisements
The thesis entitled above has been defencled before the Letters and
Humanities Faculty's Examination Committee on April 18th, 2017. It has already
been accepted as a parlial fulfillment of the requirements for the degree of strata
one.
Jakarta. April 18t1', 2017
Exarniuatiou Cornurittee
Signature Date
t'/g 'lDrs. Sefudin. M.Pd.NIP. 19640710 199303 1 006
Elve Oktafi lrani. M.Hum.NIP. i9781003 2001 t2 2 002
Fauziy.vah Imma R.. S.S.. M.A.
Alfi Slzahrilzani. M.HumNrP. 19890424 20ts03 2 006
Dr. M. Farkhan. M.Pd.NrP. 196s09t9 200003 1 a02
I
w(Chair Person&21.
2.
aJ.
4.
Q-+=-+--r
5.
(Secretary)
(Advisor)
(Examiner I) dilLa wn \
y'u:(Examiner II)
iv
DECLARATION
I hereby declare that this submission is my own work and that, so to the best of my
acknowledgement and belief, it do not contain any material previously published or
written by another person, or any material which to a substantial extent has been
accepted for the award of any other degree or diploma of the university or other
institutes of higher learning.
Jakarta, April 18th, 2017
Maulidia Kamila
vi
TABLE OF CONTENTS
ABSTRACT ........................................................................................... i
APPROVEMENT ................................................................................. ii
LEGALIZATION ................................................................................ iii
DECLARATION ................................................................................... iv
ACKNOWLEDGEMENT .................................................................... v
TABLE OF CONTENTS ...................................................................... vi
CHAPTER I.INTRODUCTION......................................................... 1
A. Background of the Study ............................................................. 1
B. Focus of the Research ................................................................. 3
C. Research Questions ..................................................................... 3
D. Objective of the Research ........................................................... 4
E. Significances of the Research ..................................................... 4
F. Research Methodology................................................................ 5
1. Method of the Study .............................................................. 5
2. Unit of Analysis .................................................................... 5
3. Instrument of the Research ................................................... 5
4. Technique of Collecting Data .............................................. 5
5. Techniques of Data analysis ................................................ 6
G. Time and Place ............................................................................ 6
CHAPTER II.THEORETICAL FRAMEWORK............... .............. 7
A. Previous Research ....................................................................... 7
B. Semantics ................................................................................... 9
C. Stylistics ...................................................................................... 9
D. Figures of Speech ........................................................................ 10
1. Metaphor ............................................................................... 12
2. Metonymy ............................................................................. 13
3. Hyperbole .............................................................................. 14
4. Repetition .............................................................................. 15
5. Rhetorical Question ............................................................... 16
6. Comparison ........................................................................... 17
7. Paradox .................................................................................. 18
8. Ellipsis ................................................................................... 18
E. Advertisement ............................................................................. 19
CHAPTER III.RESEARCH FINDINGS ............................................ 21
A. The Description of Table Data .................................................... 21
vii
B. Data Analysis .............................................................................. 22
C. Result of Data analysis ................................................................ 36
CHAPTER IV.CONCLUSION AND SUGGESTION. ..................... 38
A. Conclusion .................................................................................. 38
B. Suggestion ................................................................................... 39
REFERENCE ........................................................................................ 40
APPENDIX ............................................................................................ 42
1
CHAPTER I
INTRODUCTION
A. Background of the Study
In daily life, it cannot be denied that people cannot be separated
from language because it has an important role for human’s life and
theyare very dependent on it certainly. In addition,languageis also as a tool
to express human’s feelings. By using language, people can share their
opinions and exchange their minds. In addition, they are also able to tell
what they feel. It can be said that almost the entire scopes of human’s life
are related to language.Without language, people cannot interact with
others, and also people cannot deliver what they mean, because language
is as a bridge in communication.According to Meyer, language is a system
of communication that is to compare with other systems of
communication(3). Language originates from the structure of words in a
larger construction. One of the ways carried out by people in
communication with othersareusing language tools.
Language consists of spoken and written form. Both spoken and
written one have different ways in style and grammar. In communication,
humans often use different language style with each other, without taking
care of grammar and structure. Language style at least can appreciate
personality and personal ability in using a specific language. When people
usea good language, they will get a good image in using the language
2
itself. In the other side, when people use a bad language, they will get a
bad image in using the language itself (Keraf 113). If a speaker
deliversinformation without using language style, the information does not
have anyappeal to the hearer. In fact, the first assessment is the language
style itself. If a speaker uses a usual or monotonous language, the hearer
will be bored. For instance, the language styleused in writing poetries can
make the readers enjoy the poetries creation and indeed they can imagine
the tone in that situation.It happensnot only in theliterary field but also in
business which has language style too. For example, an advertisement uses
a language style to promotea product, so it can attract consumers to buy
the product.
Advertisement is animportant communication system for producers
and consumers. The language used in advertisement is expectedlycan be
understood by the readers and hearers, so it can makethem interested in
buying the products. The language style in advertisement is made different
and as interesting as possible with slogans and taglines which symbolize
the products, so that consumers are able to remember the characteristics of
the products. Advertisement is deliberately created to influence people’s
mindset and behaviors, so that people believe in the image of the
advertisement.
The media, usually understood to refer to the press, radio and
television broadcasting, have become one of the most pervasive
phenomenon (Thomas and Wareing 50). Mass media such as newspapers,
3
magazines, radio, and television become a tool to promote advertisement.
In fact, language style not only gives some effects of selling the products
but also has a great impact of the successful sale of the products.
Moreover, in this modern era humans always access on mass media to get
information, and thus it has the biggest role in social life.
From the description above, the writer feels attracted to language
style contained on the taglines of drinking water advertisements because
each advertisement has its own and different style. Therefore, the writer
would like to discuss more about language style and uses Leech’s theory
on figures of speech as a primary theory in analyzing them.
B. Focus of the Research
Based on the background of the study, the writer will focus on
analyzing language style especially figures of speech on the taglines of
drinking wateradvertisementsthat appeared onsome TV stations from 2014
to 2015.
C. Research Questions
Based on the explanation on the background above, the writer has
found some research questions as follows:
1. What kinds of figures of speech used on the taglines of drinking
water advertisements?
4
2. What is figure of speech mostly used on the taglines of drinking
water advertisements?
D. Objectives of the Research
The objectives of the research are:
1. To know the kinds of figures of speech used on the taglines of
drinking water advertisements.
2. To know figure of speech mostly used on he taglines of
drinking water advertisements.
E. Significances of the Study
There are two significances in this study, they are:
1. Theoretically
This research is expected to give a contribution in the
field of Semantics. In addition, the study is also expected to
enrich the previous research.
2. Practically
Practically, this study is expected to make the
audiences understand more about the meaning of taglines on
advertisements that probably makes them confused when they
watch the advertisement.
5
F. Research Methodology
1. Method of the Study
Based on the research questions and objectives of the study,
the method that is used in this research is qualitative method which is
to analyze data, and to identify every figure of speech on the taglines
used in advertisements in semantics filed.
2. Unit of Analysis
Unit of analysis of this research is the taglines of drinking
water advertisements played on some TV stations from 2014 to 2015.
The writer finds out 18 taglines played on some Indonesian TV
stations which also use the English language.
3. Instrument of the Research
In this technique, the writer as a primary instrument listens and
writes carefully to the data sources. Then, relevant data are taken
based on the context of the sentence.
4. Techniques of Data Collecting
The stages in this study are as follows:
1. Watching drinking water advertisements.
2. Collecting data of drinking water advertisements
which use English taglines in 2014 to 2015.
3. Looking for picture of the drinking water
advertisements.
6
5. Techniques of Data Analysis
In this research, the writer will analyze by using qualitative
methodology. The stages in this study are follows:
1. Selecting and making a list of figure of speech was which
found in the drinking water advertisement.
2. Analyzing figure of speech on the tagline of drinking
water advertisement by applying theory of figure of
speech from Leech.
3. Concluding the research.
G. Time and Place
This research is conducted on March 2016 and will be ended in
November 2016. All the sources of this research are taken from several
libraries, such as the main library of SyarifHidayatullah State Islamic
University of Jakarta, the library of Adab and Humanities Faculty, the
library of Catholic University of Atmajaya, and the library of University of
Indonesia.
7
CHAPTER II
THEORETICAL FRAMEWORK
A. Previous Research
The research of Language Style has been examined before. This
section presents several previous researches. Here are the researches which
explained as follow:
First, a relevant research conducted by Dorifa which entitled
“Language Style of Didek Text in the Islands of Selayar, South Sulawesi
Province”. His article is focused on a discussion of the aesthetic language
of the didek text including the use of language style: diction and figures of
speech.The use of language style is not only found in written texts but also
on oral works, such as the didek. The speaker of didek, beyond their
awareness, has made use linguistic elements, which become its
peculiarities, in their speech. The use of language style in didek indirectly
makes didek fulfill a language function named a poetic function. The style
found in didek includes diction and figure of speech. Diction itself includes
the selection of denotative, connotative, and suggestive meanings.
Second, AnamariaMirabela’s research. Her research titled “The
Style in the Language of Promotional Literature”. She discusses about
advertisement and she said that the purposes of advertisement are to
interacted people and to make people remember, because advertisement
uses a special language and the language in advertisement uses unusual
8
ways in communication. In the other side, advertisement also uses a simple
language. Advertisement often contravenes grammar.In addition,
advertisers use quite distinctivelanguage. There are advantages in making
bizarre and controversial statements in unusual ways as well as
communicating with people using simple, straightforward language. Copy-
writers are well-known for playing with words and manipulating or
distorting their everyday meanings. They break the rules of language for
effect, use words out of context and even make up new ones.
And the last previous research was conducted by
RavichandranVengadasamywhich entitled “Metaphors as Ideological
Constructs for Identity in Malaysian Short Stories”, he illustrateshow to
use metaphors as constructs of ideology. His paper is based on a study of
two short stories that posit land as a metaphor foridentity. Working on a
sociological view of ideology, the study employed Lakoff’s Conceptual
Metaphor Theory to conduct a cognitive analysis of the concepts and ideas
inherent in the metaphors in both short stories. By identifying and
explaining the structural mappings that exist between the source and target
domains that underlie the metaphors, the paper reveals some of the key
concerns and social and cultural beliefs of the writer. The relevance of
these concerns and beliefs to the general theme of the story and to the
theme of nationhood is highlighted in the closing argument.
9
This research is different from the previous research. The
difference is in term of the data. It used drinking water advertisement as a
corpus.
B. Semantics
Semantics is the study of linguistics meaning (Murphy 1). It can be
said that semantics is one of the richest of linguistics, because it studies
about meaning. In addition, semantics is the most fascinating parts of
linguistics field.
Without semantics, people cannot differentiate objects. With
presence of semantics, people well-know differences and similarities
among the objects to others. So it makes the semantics become an
important part of the study of linguistics.
Semantics itself is often used in daily life. Semantics also relate to
many linguistics fields. When people communicate with others,
automatically the conversation has a meaning to be conveyed through the
structure of the language. So, meaning is very important in a language,
because if people speak without meaning the same as talking without
purpose.
C. Stylistics
According to Leech in his book Style in Fiction, he explained,
“Stylistics, simply defined as the (linguistics) study of style, is rarely
10
undertaken for its own sake, simply as an exercise in describing made of
language” (13). Thus, language style does not have to use the arrangement
of good grammar and structure of the sentence.
Stylistics is the study of varieties of language in the context.
Language varieties are very needed for communication. Moreover, they
can make the hearers believe in what the speakers are saying. Language
style is usually used in the literary field in the making of literary works,
like poem and prose. In addition, advertising language is the one discussed
in the stylistics that uses language style to attract hearers’ attention. In
advertising, a producer makes the language style as interesting as possible
in order that consumers believe and buy the product.
Style is being a relational concept. The aim of literary stylistics is
to be relational in a more interesting sense that is already mentioned: to
relate the critic’s concern of aesthetic appreciation with the linguist’s
concern of linguistic description (Leech, Short 13). Language style itself is
to make the language interesting, so that the hearers can imagine what they
are listening and reading. Moreover, language style also conveys a
message to the hearers implicitly or explicitly.
D. Figures of Speech
Figures of speech (FSP) are also called rhetorical figures or figures
of rhetoric. The termfigure of speech will be used in its broadest sense,
including both tropes, and figures of speech in the narrow sense, that is,
11
figures of diction and figures of thought. It can be briefly defined as the
output of discourse strategies for creating communicatively adequate texts
(Kienpointner 1).
Figures of speechare the output of discourse strategies used to
select unit from linguistic paradigms of different levels to create texts (in
the sense of both written and spoken genres of discourse) which are
adequate as far as communicative purpose in some context is concerned
(7).
Figures of speech are any way of saying something other than the
ordinary way (Perrine 16). People have many ways to express their
feeling. Many of them use extraordinary ways to state what they mean,
like using figure of speech in a daily conversation.
The ancient perspective concerning FSP has been taken up and
refined by some modern linguistic theories of style and poetic language.
FSP occur ‒ and are sometimes even extremely frequent ‒ in many
instances of everyday language: in conversation, political speeches,
advertising texts, fairy tales, slogans, idioms and proverbs (Kienpointner
4).Figures of speech are highly important communicative tools as far as
the interpersonal dimension of language use is concerned. They are often
used for expressing communicative intentions indirectly.
12
1. Metaphor
The choice of words affects the reader’s response to the
message and no doubt to the writer as well. The use of
contractions tends to close the distance between the writer and
reader. Another technique for closing that distance is the use of
metaphor, the application of words from one sphere to another
(Kolln, Gray 137).
Leech explained that metaphor of style is as some kind
of ‘adornment’ or ‘covering’ of thought or meaning in style
implicitly (15).Metaphor is for most people a device of the
poetic imagination and rhetorical flourish−a matter of words
rather than ordinary language. Moreover, metaphor is typically
viewed as the characteristic of language alone, a matter of
words rather than thought or action (Lakoff and Johnson 3).
Metaphor is the verbal assertion, or discovery, of
likeness between two things that are ordinarily seen as
dissimilar (Booth, Gregory 245). Metaphor does not use
standard of comparison words (like, as, etc). In metaphor case,
the word “like” is used implicitly, or the word is not written.
For example:
(1) Time is money.
This sentence means that time is like money that has an
important role in human’s life.
13
(2) Time is a thief.
This sentence means thattime is not really stealing anything.
This metaphor just indicates that time passes quickly and lives
pass by.
2. Metonymy
Metonymy is a figure of speech consisting of the use of
the name of one thing for that of another of which it is an
attribute or with which it is associated (Leech, 54). It can be
said that metonymy is the substitution of a word for a related
word, such as substituting the container for the thing contained
(Booth, Gregory 255).
Similar to the metaphor, most metonymic expressions
are not isolated but come in larger groups that are
characterized by a particular relationship between one kind of
entity and another kind of entity (George and Mark 172).
Metonymy involves transpositions between associated
concepts and this commonly results in transfer between the
part and the whole, a producer and the produced, an institution
and its location and so on. Metonymy is contextually
dependent for interpretation. A metonymy upgrades certain
salient characteristics from a single domain to represent that
domain as a whole (Simpson 43).
14
Like metaphor, metonymy finds the expression in
everyday discourse practice and metonymy has an important
stylistic function. A metonymy became briefly popular in
Britain some years ago when a notoriously combative
midfielder, employed by a wealthy English football club,
criticsed certain of that club’s fan for their less than committed
support of the team (44).An example of metonymy is:
The pen is mightier than the sword.
The word “pen” is not always standing in for the written word;
often, it does not refer to the physical object of a pen.
3. Hyperbole
Hyperbole is the use of expression of exaggeration as a
rhetorical device or figure of speech. It may be used to evoke
strong feelings or to create a strong impression, but it is not
meant to be taken literally (Leech 32).
Like all other figures of speech, hyperbole can be an
affective but it must be used judiciously. It is such a strong
spice that a little of it goes a long way (Booth,Gregory
254,255). Hyperbole in British humor seems to be the absurd
kind, but literary uses of hyperbole must be manifold. For
example in parody and satire, hyperbole provides the
evaluative clues (Claridge 265).
15
Hyperbole is not only used in the literature, but
sometimes unintentionally humans also use it in their daily
conversation. Hyperbole is used in order to obtain the deepest
impression for the listener. In advertising, it has been found
that as many as 23 percent of all advertisement use hyperbole.
It might be supposed that creative, humorous and visual
hyperbole is more successful in this genre than straightforward
exaggeration (266). It is a natural thing that advertising puts
hyperbole on taglines to promote the product, although the
sentence is unreasonable. The general usage and functions of
hyperbole have been investigated by taking both the speaker's
perspective and the hearer's perspective into account (263). For
example:
I’ve been waiting for hours and you’re always late.
Although he is late, he is not always late.And although she has
been waiting, in fact she does not necessarily wait for three
hours or all day. Using hyperbole can give a dramatic
impression and attract the hearer’s attention.
4. Repetition
Repetition is the simple repeating of a word, within a
sentence or a poetic line, with no particular placement of the
words, in order to emphasize (Leech 62).
16
The real data involves more repetition, both lexically
and grammatically, than the constructed version. Real speech,
perhaps even expects and needs it, as a support to memories. In
writing, repetition is a part of stylistic elegance (Goddard 43).
Repetition has a positive and negative sense. On the
positive side, repetition asserts a sentence. Meanwhile, the
negative side of repetition has no purpose. It means that the
reader does not get new information. Repetition certainly sends
a message to the reader that the writer has crafted the work
with care (Kolln and Gray 213,214). For example:
Good night Mom, good night Dad.
5. Rhetorical Question
A rhetorical question is a question (such as "How could
I be so stupid?") that is asked merely for an effect with no
answer expected. The answer may be obvious or immediately
provided by the questioner or the question may require no
answer. The purpose of the question is to create an effect. It is
also known as erotesis,erotema, interrogation, questioner, and
reversed polarity question (RPQ). According to Edward P.J.
Corbett, A rhetorical question can be an effective persuasive
device, influencing the kind of response one wants to get from
an audience and asks the listener or viewer something in a way
17
that makes them feel positive about the product. In English,
rhetorical questions are commonly used in speech and in
informal kinds of writing (such as advertisements). Rhetorical
questions appear less frequently in academic
discourse(http://grammar.about.com/od/rs/g/rhetquesterm.htm)
In another definition, a rhetorical question is a question
that is not expected by anyone to answer questions explicitly,
but only implicitly. In addition, if not used in just the right
spot, this figure can make the writer sound stilted, awkward, or
pompous. However, it is sometimes useful as a way to open up
an issue at the beginning of an essay to bring an essay to a
climax (Booth and Gregory 225). For example:
(1) Do you really want to be like everybody else?
(2) Don’t you have better things to do?
6. Comparison
Comparison is a rhetorical or literary device in which a
writer compares or contrasts two people, places, things or
ideas. In advertising, the second term of comparison is hardly
ever stated; it is left to audience to decide, and thus comparison
is unqualified.By using comparison, the writer increases his
chance of catching the attention and interest of the audience
(http://literarydevices.net/comparison/).For example:
18
(1) Stronger than dirt.
(2) You are the most beautiful in this class.
7. Paradox
Paradox is a seemingly true statement or a group of
statementscausing a contradiction or a situation which seems to
defy logic or intuition (Leech 62). The term is also used for an
apparent contradiction which actually expresses the true
premise.
Paradox does not imply a real contradiction and the
puzzling result can be rectified by demonstrating that one or
more of the premises themselves are not really true, play on
words faulty, and cannot all be true together. For instance:
If you didn’t get this message, call me.
8. Ellipsis
Ellipsis gets rid of a word/ words in a sentence. Usually
the sentence goes directly to the verb and the object, without
the subject. By using ellipsis or removing part of the sentence,
the reader usually understands what the sentence says
becausethe missing element of the sentence can easily be filled
or interpreted by the reader or listener, making grammatical or
19
sentence structure meets the prevailing pattern. For instance:
Go Ahead.
E. Advertisement
Advertising is simply the promotion of goods and services through
various media. Advertising comes in a number of different forms, draws
on a vast range of linguistic strategies and is targeted at a host of (very
carefully researched) potential consumer groups (Simpson, Mayr 34).
According to Leech, advertising is directed towards a mass
audience with the aim of promoting sales of a commercial product or
service. Meanwhile, Ralph S. Alexander said in her book Marketing
Definition that advertising is any paid form of non-personal
communication about an organization, product, service, or idea by
identified sponsor(Morissan 17). Advertising is often used to promote and
sell products and services consumed by people.
Advertising is not only about marketing but also about
communication activities because advertising delivers information to the
hearers and indirectly asks them to buy the products. Advertising appeal
refers to the approach used to attract the attention of consumers or
influence their feelings about a product (Belch 275). Advertising is the
most famous promotion form and the most widely discussed by people and
it draws attention tothe characteristics of the brand name, including the
headlines, taglines and others, in order to get responses from consumers.
20
It’s main function appears to be to persuade consumers to buy, achieving
this partly by differentiating brands from one another in the marketplace
that may not have obvious differences or strapline that often offers
memorable endorsement of the product or values associated with it. At the
same time, advertising conveys information, so that consumers know what
is available, who makes it, and where and how they get it (Durant and
Lambrou 93).
The tools of public relations advertising are newspapers,
magazines, radios, televisions, direct emails, transportation, and motion
pictures. However, television is the fastest-growing and leading national
advertising medium (C.H. Sandade, V. Fryburger 451). In addition, TV is
a unique and powerful advertising medium that contains the element of
sight, sound and motion, which can be combined to create a variety of
advertising appeals and execution (Durant and Lambrou 302,303)
21
CHAPTER III
RESEARCH FINDINGS
A. The Description of Table Data
In this description of data, the writer chooses 17 advertisements are
taken from some taglines appearing on TV in 2014 and 2015. The research
tries to tabulate the collected data through the following table:
1. The product
2. The tagline of the product
3. Figure of speech
Table 1: Data Description
No The product The Tagline of the product Figure of speech
1. Big Cola Think Big Hyperbole
2. Magnum For Pleasure Seekers Hyperbole
3. Tebs Tea with Shoking Soda Hyperbole
4. Campina Express The Moment to
Everyday Hyperbole
5. Torabika Creamy
Latte It’s So Creamy Paradox
6. WRP Sure You Can Do Paradox
7. Love Juice Love Your Health Paradox
8. L-Men Trust Me it Works Paradox
22
9. Country Choice So Juicy So Natural Repetition
10. Minute Maid Pulpy You Shake, Shakes You Repetition
11. Hemaviton Get Fresh Get Energy Repetition
12. Luwak White Coffe Healthy and So Refreshing Metonymy
13. You C 1000 Healthy Inside Fresh Outside Metonymy
14. Nutrilon Royal 3 Life is an Adventure Metaphor
15. Buavita Does You Good Rhetorical
Question
16. Pocari Sweat Go ION Ellipsis
17. Vitamin Water More Than Just Water Comparison
B. Data Analysis
From the data which have been collected above, the writer has
analyzed the data thoroughly as being described in the following analysis.
In this analysis, the writer uses Leech’s theory to figures of speech on the
taglines to answer the research questions.
Datum 1 : Big Cola
Tagline : Think Big
Explanation :
Present in Indonesia in 2010, the brand BIG Cola is now able to
control 45 % market carbonation in the country. Unmitigatedly, in the
Global AJE - principal of the brand BIG - Cola Indonesia could contribute
23
up to 18%. Moreover, Indonesia ranks sixth among dozens of countries
that have entered the Global AJE.
The tagline “Think Big” of the advertisement uses Hyperbole as a
figure of speech. The phrase or the sentence is exaggerated situation or
condition, because the fact that Think should use “realistic, logic” word
and the other related words. Clearly, this tagline is so exaggerated because
it does not mean that after drinking Big Cola, people automatically have
great thinking. In fact, human’s thinking is limited.
Datum 2 : Magnum Ice Cream
Tagline : For Pleasure Seekers
Explanation :
According to Magnum Ice Cream’s Instagram, since 1989 people
have enjoyed Magnum, rich chocolate with Smooth ice cream. The classic
combination of thee ice cream is always pleasure.
A figure of speech used in the tagline of the advertisement is
Hyperbole. The meaning of the tagline is that people who want to be
happy can consume Magnum Ice Cream. In fact, Magnum not always can
give a solution for people that have trouble.
Datum 3 : Tebs
Tagline : Tea with Shocking Soda
Explanation :
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Sosro is known as a pioneer of ready to drink tea products in the
packaging. Sosro is taken from the name of its founder, namely
Sosrodjojo. The company was founded in 1940 in Slawi,Central Java. At
first the SosroCompanysold dry tea with tea brand Bottle Cap. Dried tea
products were sold around the Central Java. 1953, Bottle Cap dried tea
products were introduced in Jakarta. In 1969, Sosro had the idea of
producing tea in bottles, and since 1974, PT SinarSosrohas distributed its
products throughout the archipelago. In addition, they also have sold their
products abroad such as Malaysia, Singapore, Brunei Darussalam, most of
the Middle East, Africa, Australia, and America.
Tebs is a beverage brand products owned by PT Sinar Sosro. This
drink is already widely known by the people of Indonesia. Tebs is a
carbonated drink, a blend of tea beverage with soda. The beverage
products were launched in 2004 with glass bottles packing (230 ml).
Furthermore, these beverages were packed in cans (318 ml). This drink has
become popular with their famous tagline,“Tea with Shocking Soda”.
The next figure of speech used in the tagline is hyperbole. The
tagline is “Tea with Shocking Soda”. The phrase is very abundant. In fact,
the soda cannot give a surprise to consumers. In addition, the size or the
volume of soda is in normal size. It is not as what the producer said in the
tagline ‘Shocking Soda’.
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Datum 4 : Campina Ice Cream
Tagline : Express the Moment to Everyday
Explanation :
The next figure of speech is Hyperbole. The tagline used seems
exaggerate something and condition. The word Everyday is used although
in fact people do not always express their moment everyday. In fact, life
does not always have bad and good impression, sometimes it is flat.
Perhaps, if people are in a happy situation, they will express their moments
because it cannot be forgotten by themselves. Similarity, if people in a
very sad situation they will express their moments because it cannot be
forgotten by themselves too. Thus, many of them will express their
moment if they are in very bad and happy situations. Instead, when they
are in a standard moment, they tend to forget to express their moments.
Datum 5 : Torabika
Tagline : It’s So Creamy
Explanation :
Torabika shows its dedication for coffee lovers by serving coffee
latte with sugar separately. This is done to address the needs and tastes of
consumers in the consumption of instant coffee.Torabika is a business unit
owned by coffee producer Mayora Group. Now it becomes one of the
largest coffee-producer in ASEAN and has exported coffee products to
more than 90 countries. Latte is a coffee made from a mix of espresso and
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hot milk. It is derived from the Italian caffè latte or Caffellatte which
means coffee with milk.
The figure of speech that is used in the advertisement is Paradox.
The tagline has a true meaning. The taste of the coffee is creamy when a
consumer drinks it. The taste is made deliberately by the producer in order
that creamy lover can enjoy the sensation of the coffee without going to
café. In addition, Torabica is cheaper than the coffee which is sold in café.
Datum 6 : WRP
Tagline : Sure You Can Do
Explanation :
WRP is a healthy nutrition diet for those who want to have a slim
and perfect body. WRP diet products are available in the form of snacks,
juices and milk containing nutrients needed by human’s body. Each WRP
diet productis made with a special formulation that fits their body, so it is
safe to be consumed at any time. With WRP diet product, healthy diet
program will become easier and more enjoyable. People will experience
the ease of a healthy diet that is practical to lose weight and shrink their
belly. They can get a slim body easily.
The figure of speech above is Paradox. The tagline has a true
meaning, but not implicit. The products convince consumers that
consumers can have a slim body. The model used in this advertisement is a
business woman who has a slim body without exercise in her busy time. It
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can convince consumers that without exercise, they will get a slim body by
changing their meal with WRP.
Datum 7 : Love Juice
Tagline : Love Your Health
Explanation :
Original Love Juice presents a series of Original Love Juice
Premium products, in order to answer the needs of society for healthy
beverage with the delicious taste which is affordable. Typically, Original
Love Juice Premium only can be found in hotels, but specifically for
customers of KALBE Home Delivery and KALBE e - Store, they can get
the Original Love Juice which is very tasty in their own home.
The tagline “Love Your Health” is categorized into Paradox. The
phrase “Love Your Health” has a true statement. In fact, everybody
certainly loves their health and this product, and they can take care of their
health by consuming the Love Juice. Love Juice also has the same taste
and same function of original juice. In addition, Love Juice is more
practical because the consumers just need to open the bottle cap, pour it
into the glass and the juice is ready to drink. They do not need to occupy
making juice by themselves.
Datum 8 : L-Men
Tagline : Trust Me It Works
Explanation :
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L-MEN is a supplement which has high protein. L-MEN can lose
weight, burn fat and add muscle mass for men who consume by rules. L-
Menisa meal-replacement supplement that is proven effective to lose
weight up to 1.5 kg / week. It is also demineralized water with L-Carnitine
formula that works to burn fat. For maximum results, people can drink L-
Men Water just before and after exercise. In addition, it is a high-protein
supplement of 15 grams / serving Protein Isolate which meets the needs of
daily protein intake. L-Men Advanced Formula is completed with good
taste.
The tagline above is categorized in Paradox. The phrase Trust Me
It Works has a true meaning. The tagline asks the consumer to believe
what the advertisement says. The advertisement used a muscular guy as a
talent to promote the product and the producer try to convince consumers
that if they drink L-MEN they will look like the model on TV that has
good muscles desired by women.
Datum 9 : Country Choice
Tagline : So Juicy So Natural
Explanation :
Country Choice is a brand of fruit juice which is fresh and healthy.
Country Choice, introduced in 2008, is a real juice with many benefits.
This drink contains nutrition which is good for health. With the
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composition of various vitamins and fresh fruit flavors, this drink is
favored by children and adults.
The tagline of the advertisement is “So Juicy, So Natural”. The
tagline uses Repetition as a figure of speech that represents the
composition of the product. On the tagline, there is a repetition of word.
The advertisement deliberately puts a pressure on the phrase. The purpose
of the repetition is to make a consumer knows the benefits of the product,
although the repetition is not too important for consumers because
repetition does not give more information about the product. The producer
uses repetition in order to stress to the tagline that is used “So Juicy So
Natural”.
The tagline above also represents juicy fruits, because it has much
water as said in the tagline and has the same taste as natural juice,
homemade juice. It means that, Country Choice can change natural juice in
a simple pack, so people do not need to bother making the juice
themselves in a busy time. Furthermore, the product also mentioned one
effect of consuming the product. In addition, the composition in the
drinking water will give a natural effect for the body.
Datum 10 : Pulpy
Tagline : You Shake, Shake You
Explanation :
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Minute Maid is one of the world's largest juice and juice drink
brands. The history of the Minute Maid brand goes as far back as 1945
when the Florida Food Cooperation developed orange juice powder. They
branded it Minute Maid, a name connoting the convenience and the ease of
preparation (in a minute).
This advertisement uses Repetition as a figure of speech that
symbolizes its characteristic. Repetition is deliberately applied, in order to
push the sentence and the meaning. The tagline repeats word “You Shake,
Shake You” where the product gives a push in this sentence. If a consumer
shakes the product, then the beverage will shake them, or it seems that the
product gives back to the consumer.
Datum 11 : Hemaviton
Tagline : Get Fresh, Get Energy
Explanation :
Hemaviton is a supplement that consists of components of
multivitamins macronutrient (carbohydrate, protein), without caffeine, and
usually containsherbs such as ginger and the liquid dosage forms in
bottles. Hemaviton is also energy drink that gives and keeps stamina to
consumers, either men or women.
The advertisement uses the tagline “Get Fresh Get Energy”. The
tagline represents the benefit of the product. The figure of speech of the
tagline is Repetition.There is stressing on the word ‘Get’. When a
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consumer drinks this product, he feels fresh and gets more energy. It has
benefits not only on the inside but also on the outside of the body. If a
consumer gets fresh, indirectly he will get energy too. Thus, the advantage
of the product gives two effects.
The purpose of repetition is to make consumers remember the
products easily. In fact, repetition is not always important in a sentence or
phrase, because the consumer does not get new information or the
information may make them bored. On the other hand, many producers use
repetition to assert the product. For instance, the tagline above insists that
the purpose of the product is that a consumer consuming Hemaviton will
get fresh and more energy.
Datum 12 : Luwak White Coffe
Tagline : Healthy and So Refreshing
Explanation :
Luwak White Coffee is more than regular 3 in 1 instant coffee.
Luwak White Coffee is a full-flavored 3 in 1 instant coffee that is acid
neutralized (LOW ACID). You can enjoy some pleasure you may have
been missing if you are one of the millions of people who suffer from acid
indigestion or other types of stomach disorders due to drinking coffee.
With LUWAK WHITE KOFFIE you can take coffee off your list of foods
to avoid.
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“Healthy and Refreshing” is the tagline used in the advertisement.
The figure of speech of this product is Metonymy. The phrase healthy and
refreshing are very close or interconnected. If the body feels fresh, the
body is healthy. Healthy and fresh body is needed to do activities. Thus,
many people who are coffee-lovers, but have stomach disorder can drink
the coffee. It means that they can begin their days with health and fresh
body after consuming Luwak White Coffee.
Datum 13 : UC 1000
Tagline : Healthy Inside Fresh Outside
Explanation :
YOU C1000 is one of the vitamin drink product produced by PT.
Djojonegoro C -1000. The talentof YOU C1000 product is Miss Universe.
Miss Universe has become the icon of YOU C -1000 products since the
product has appeared on the market in 2005 until now. Since 2004, YOU
C1000 has beenintroduced by the winner of Miss Universe. In keeping
with its tagline, namely 1000 mg of vitamin C, You C 1000 actually
contains 1000 mg of vitamin C.
The tagline “Healthy Inside Fresh Outside” is categorized into
Metonymy. The tagline above can also be categorized into metonymy.
The words ‘healthy’ and ‘fresh’, because healthy and fresh are very close
and interconnected. If audience or consumers drink this product, they will
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get positive effects. They do not only feel healthy inside, but also get fresh
outside. Automatically, if the body is healthy so the body is also fresh.
Datum 14 : Nutrilion Royal 3
Tagline : Life is an Adventure
Explanation :
Nutrilon Royal is milk formulated to help meet the proper intake
for children aged 1-3 years. The product range Nutrilon Royal is
formulated to provide the intake of energy, protein, and lactose as a source
of carbohydrates that are tailored to each stage of age. It is formulated to
help growth, strength, and enthusiasm for learning the baby to begin life
with a better start because a good start is very important for long-term
health and success in the future.
The figure of speech in this advertisement is Metaphor. Metaphor
is a verbal assertion, or discovery, of likeness between two things that are
ordinarily seen as dissimilar. Metaphor does not use standard comparison
words such as like and as. In metaphor, in fact the word uses “like”
implicitly, but actually the word does not appear. The tagline is Life is an
Adventure. The sentence is in fact uses the word like.Life is an Adventure
means Life is like an Adventure. Life is like an adventure because people
do not know what will happen in the future. Life is not always happy and
sad. Life is also never flat.
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Datum 15 : Buavita Juice
Tagline : Does You Good?
Explanation :
Buavita has been present in Indonesia since 1971. Buavita is the
pioneer and expert in packaging fruit drinks that are hygienic and ready to
drink with food processing technology.Buavitais always committed to
product innovation so that all users can get benefits of the nutrients
provided anytime and anywhere.
The figure of speech used in the tagline is Rhetorical Question,
because the phrase of the tagline includes question mark (?) and the tagline
uses an interrogative sentence. The meaning of the sentence is that the
product gives information that the producer thinks what the consumer feels
about. The consumer does not need to answer directly because the answer
is already implied. The purpose of the rhetorical question is to make
consumers think the positive side of the product so that they do not need to
hesitate to the benefit of the product, because rhetorical question tries to
convince the consumers.
Datum 16 : Pocari Sweat
Tagline : Go ION
Explanation :
Pocari Sweat is a health drink that contains a balance of ions that
resembles the natural fluid balance in the human body. Pocari Sweat is a
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scientifically formulated health hydration drink which helps to manage
dehydration due to the loss of fluids through sweat. Pocari Sweat is also
the most popular sport drink in Japan.
The figure of speech used in the tagline is Ellipsis. In the figure of
speech, it gets rid of the subject in the sentence. It goes directly to the verb
and object. By using ellipsis or removing subject, the reader or consumer
understands what the tagline says. This figure of speech removes an
element of a sentence that can easily be filled or interpreted by the reader
or listener, making grammatical or sentence structure meets the prevailing
pattern.
Datum 17 : Vitamin Water
Tagline : More than Just Water
Explanation :
The tagline above is taken from an advertisement on TV from 2014
to 2015 edition. The product is drinking water that has many vitamins. It
can be called supplement water and vitamin water because there are many
vitamins in the composition of the product, especially vitamin C. When
you drink and consume, you will feel difference between mineral water
and Vitamin Water.
The language used in the tagline of the advertisement above is
Comparison. As seen from the tagline above, there is ‘Than’ to compare
two things. The tagline is comparing mineral water and Vitamin Water.
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The difference is very significant. It can be seen from the taste, effect and
color. First, the product has different taste. Vitamin Water has a little of
fruit’s taste. It is very different from mineral water. Mineral water does not
have fruit taste. It has no taste. Moreover, Vitamin Water has a better effect
than mineral water. It can be seen from the composition of the product.
There are many vitamins from Vitamin Water, vitamin C specially. In
addition, Vitamin Water will give impacts for health. Human’s body needs
many vitamins and Vitamin Watercan give it. Finally, Vitamin Water is
more attractive than mineral water. It has orange color and mineral water
has no color. The explanations above can become reasons why producer
used the word ‘Than’ on the tagline and compare mineral water and the
Vitamin Water.
C. Result of Data Analysis
This chapter describes the result and data analysis. The description
of table data from 17 advertisements is taken from some taglines appearing
on TV in 2014 and 2015. The data are then analyzed by focusing on the
figures of speech.
No Figure of Speech Appearing
1 Hyperbole 4 times
2 Paradox 4 times
3 Repetition 3 Times
4 Metonymy 2 Times
5 Metaphor 1 Time
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6 Rhetorical Question 1 Time
7 Ellipsis 1 Time
8 Comparison 1 Time
According to the table above, there are seven types of figures of
speech found in the advertisements, including metaphor, metonymy,
paradox, ellipsis, hyperbole, repetition, comparison and rhetorical
question. And the data show that hyperbole and paradox are the figures of
speech mostly used on the taglines of the 17 advertisements.
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CHAPTER IV
CONCLUSION AND SUGGESTION
A. Conclusion
This research discusses the language style used in the taglines of
drinking water advertisements in some TV stations. Many producers
promote their products in mass media such as newspapers, magazines,
radio, television, direct email, transportation, and motion picture.
However, TV station is the fastest-growing and leading national
advertising medium is the greatest tool of the success of the product sales.
In advertisement, language style is made as interesting as possible because
it is very needed to determine the success of product sales. It can attract
the consumers and make them buy the products. In short, the purpose of a
language style is to attract audience to what speakers say.
From the table of data analysis showed in chapter III, the writer has
found 8 kinds of figures of speech: Metaphor, Metonymy, Hyperbole,
Paradox, Ellipsis, Rhetorical Question, and Repetition in the taglines of
drinking water advertisements. In addition, the writer concludes that
HyperboleandParadox are the most frequently used in many
advertisements in some TV stations, because the purpose of hyperbole is to
express something in an exaggerated way. Hyperbole is also used in order
to obtain the deepest impression for the listeners and using hyperbole can
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give dramatic impression and attract hearers’ attention, while paradox
gives a true meaning.
B. Suggestions
Through this research, the writer suggests that figure of speech is
the interesting topic to be analyzed for the next researchers, especially for
student of English Letters in State Islamic University. In addition, the
writer suggests to the next researchers to take more interesting topic of
figure of speech such an doing research on the influence of figure of
speech on sale effects.
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APPENDIX
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