In this era,
advertisements become familiar thing that people always find whenever or
wherever they are. They will find them on radio, billboard, and mostly on
media television. Here, it is impossible for advertising maker does not use the
language as the tool for communicating to audience or listener. In advertising,
the unique and good slogan is slogan that makes people more interested in,
phisticated, not easy to convince and fastidious.
In the advertising activity, language
is not mere tool of communication rather it has become commodity to earn money.
As cited by ( Emodi, 2011) stated that
the most influential device of publicity owning in the business world is
its attractive nature. Advertising makers use the words or language in an
economic way in order to beautify their products by using slogan on TV
commercials. Further more, the audience will be multiple interested in watching
the commercial break during the program
that their like.
As cited by (kostavora, 2008) stated
that the study of mastery is semantic
that has function as an imparting meaning which has purpose as marketing
efficacy of a commercial. The elements of commercials is a slogan that use
unique and memorable words for audiences, then it can comes to lead to outcome
for owners or company itself. So, the copywriters of commercial try to make persuade
the audiences about the products which promote to in many ways. The point of
their purpose is to make combination of words for their products as if their
products are always recalled by audiences. They usually maintain in mind for
their target audience and put expectations towards new idea modifying product,
is stated by (Dada, 2010).
Principally, the language bombarded on
TV’s commercials no matter informal and conventional but sometime it will find
some elements of intertextuality in such composition. As cited by (Schmidt
& Kess, 1986.) they stated that some other key ingredients are rhythm and
poetic element. The researcher will intend to analyze stylistic social meaning
according to leech’s (1981) Stated type: associative meaning. The researcher
aims this study to analyze the meaning of Indonesian’s slang languages that are
used in TV commercials slogan. The study is unique all the way because
Indonesia itself is labelled as
multicultural country that has also many languages each ethnic and the use
of Indonesian’s slang words on TV
commercial slogans in Indonesia, in fact it accepting by all societies .
Identification of the study
identification of the research proposal
is needed to give clarification about the
investigated, the writer arranged the identification of the problem
referred to the
background of the problem above as follows:
1. The field
The field of
study from this research is ‘Linguistics’, especially semantics
2. The Kinds of
research is qualitative that is to
collect, to arrange, to
analyze, to conclude, to make decision, to interpret the data to
valid, and reasonable, also to control the situations.
1.2. The Main
Most of the
people have difficulties to understand the meaning of
English Slogan on Television
Limitation of the study
research, the writer will analyze semantic of
Indonesian’s slang word
commercials slogan. There are some Indonesian’s slang words of advertisement
will be analyzed in semantic analysis
especially in the stylistic social meaning of the words.
1. What kinds of
advertisements that use I Indonesian’s
slang word on Television commercial slogans?
2. How does
analyze the semantic meaning by using Indonesian’s slang word on TV commercial
the famous media, especially for business world
in this era because it can give and influence information to the viewers
in very short time. Simple, attractive and unique are characteristic of
advertisement has to have.
(2015) states that semantic underpinning has been found in and it is very rich
also in the language of TV commercials’s slogan. The research aims to analyze
the linguistic tools that is used by the copywriter of TV commercial slogans to
influence the target viewers.
translation vocative teks, semantic and communicative strategies are popular
ways to get attention from the viewers is stated by (Cojocaru,2015). This
research focuses on the strategies are used in translating vocative texts that
highlight can introduce cultural context in order to achieve their overall
purpose to the main target viewers.
The way of this
qualitative research is descriptive in nature. The data is taken by researcher
during watching televisions program at 9 p.m to 12 p.m a month. The selection
of the products is chosen to Indonesian’s famous brand of the product for the
samples themselves. The data can be categorized as specific products that sell
the products for specialization of gender or some community, for the instant;
tobacco’s product, facial men’s wash and snack.
The way of data analysis is analyzing
associative meaning of Leech, especially
in the social meaning.
4. Data Analysis
Nowadays, we can see the copywriters
of TV’s commercials have kept their eyes
for processing language’s intervention with slang word in their daily life.
They try to cover their product that is offered to society with unique word. If
we keep attention, TV’s commercials in Indonesia have their taglines or slogans
with adopting slang words. People concern to remember and attract with products
that have unique taglines or slogans. Logically, the more famous slogan of the
products, the more people have attract to buy the products also. Under investigation,
the process of making meaning of TV’s
commercial’s slogan is done by the researcher. The way of selecting data
is with analyzing on the basis of associative meaning, especially social
meaning of Leech.
Social Meaning refers to usage the
language in and by society which has big
proportions in determining the meaning that certain speaker has to use
and wants to convey, those factors include social class of the speaker and
hearer and the degree of formality. Only part of the social meaning of a
conversation is carried by the words. Take saying hello or taking about weather
is, often such a talk has little dictionary meaning. It is a way of being
friendly or polite ( Leech, 1981).
This type of association meaning deals
with socially acquired and communicated meaning by social community.it depends
on individual to individual or place to place. It also depends on varieties of
gender or age of the group of community. For the instant, we can take a look on
the slogan of tobacco’s product.
Hijau : ”GAK ADA LOE GAK RAME”
The aim of this product is men who
smoke cigarrete. the informal language of phrase in the slogan ‘ gak da loe gak
rame’ it means ‘no you are not noisy’. it implies that the target of the
product are familiarity and closeness among the users. So, the copywriter uses
the informal language or slang words to address the target audiences and it has
social meaning in the gender or some community base on its product.