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The Linguistic Features and Persuasion Techniques in Marlboro Cigarette Advertisement Slogans

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The Linguistic Features and Persuasion Techniques in Marlboro Cigarette Advertisement Slogans PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI THE LINGUISTIC FEATURES AND PERSUASION TECHNIQUES IN MARLBORO CIGARETTE ADVERTISEMENT SLOGANS A SARJANA PENDIDIKAN THESIS Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree in English Language Education By Astriyani Sulistyowati Student Number: 111214161 ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION SANATA DHARMA UNIVERSITY YOGYAKARTA 2017 PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI THE LINGUISTIC FEATURES AND PERSUASION TECHNIQUES IN MARLBORO CIGARETTE ADVERTISEMENT SLOGANS A SARJANA PENDIDIKAN THESIS Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree in English Language Education By Astriyani Sulistyowati Student Number: 111214161 ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION SANATA DHARMA UNIVERSITY YOGYAKARTA 2017 i PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI ヽ И Sαげα4α Pθ ″グ′どJttη″Thcsis On THE LINGUISTIC FEATURES AND PERSUAS10N TECHNIQUESIN MARLBORO CIGARETT逸 ADVERTISEMENT SLOGANS By Astriyani Sulistyowati Student Number: 11121416l Approved by Carla Sih Prabandtti,S.Pd.,M.Hum. Date: 10 May 2AI7 ― ― ― PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI DEDICATION PAGE Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful. (Herman Cain) If there is no struggle, there is no progress. (Frederick Douglass) We all make mistakes, have struggles, and even regret things in our past. But you’re not your mistakes, you’re not your struggles, and you are here right now with the power to shape your day and your future. (Steve Maraboli) I dedicate this thesis to: 1. The one and only, Allah SWT. 2. My beloved parents for praying, loving and supporting me. 3. My beloved step brother (Alm. Deni Yuniantoro), rest in peace my brother. iv PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI STATEⅣIENT OF WORK'S ORIGANILITY I honestly declare that this thesis, which is I have written, does not contain the work or parts of the work of other people, except those cited in the quotations and the references, as a scientific paper should. Yogyakarta, l l July 2017 111214161 V PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI LEⅣIBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILⅣIIAⅡ UNTUK KEPENTINGAN AKADEL/11S Yal■ g bertalllda tal■ galll di balvall ini,saya lllallasiswa Univcrsitas Salltta Dharllla: Nama :Astriyani Sulistyowtti Nomor Mahasiswa :111214161 Demi pengembangan ilmu pengetahuan? saya memberikan kepada Universitas Sanata Dharma karya ilmiah saya yang berjudul: TI{E LINC,{IISTIC FEATURES AND PERSUASION TECHNIQUES IN MARLBORO CIGARETTE ADYERTISEMENT SLO GANS beserta perangkat yang diperlukan (bila ada). Dengan demikian saya memberikan kepada perpustakaan Universitas Sanata Dharma hak untuk menyimpan, mengalihkan dalam bentuk media lain, mengelolanya dalam bentuk pangkalan data, mendistribusikan secara terbatas, dan mempublikasikannya di internet atau media lain untuk kepentingan akademis tanpa meminta ijin dari saya maupun memberi royalti kepada saya selama tetap mencantumkan nama saya sebagai penulis. Demikian pertyataan ini yang saya buat dengan sebenamya. Dibuat di Yogyakarta Pada tanggal, 11 J:uJi 2017 takalll Astriyani' Sulistjrowati Vl PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI ABSTRACT Sulistyowati, Astriyani. (2017). The Linguistic Features and Persuassion Techniques in Marlboro Cigarette Advertiment Slogans. Yogyakarta: Sanata Dharma University. In order to convince the audiences, the advertiser uses linguistic features and persuassion techniques in the slogans to persuade people to buy the products. One of the products which use linguistic features and persuasion techniques is Marlboro cigarette. Although people know that cigarette consists of toxics and some dangerrouse substances which can cause some diseases, but the selling of cigarette is increased. This phenomenon interested the writer to analyze the language style and persuassion techniques in Marlboro cigarette advertisement slogans. Thus, this study aims to solve two problems related to language style of Marlboro cigarette advertisement slogans. They were (1) What are the linguistic features used in Marlboro cigarette advertisement slogans published in the United States? (2) What kinds of persuasion techniques does Marlboro cigarette use in the slogans to influence the customers to buy the products? The research method of this study was content analysis.The researcher analyzed ten slogan images from dirfferent variants of Marlboro cigarette which representatived among other slogans of Marlboro cigarette advertisement. The researcher analyzed the linguistic features which appear in Marlboro cigarette advertisement slogans. The researcher used Grey’s (2008) theory to answer the first question. Then, the researcher also analyzed the persuasion techniques. The researcher used Kleppner’s (1986) theory in order to answer the second question. The result of this study showed 16 out of 20 linguistic features appeared in Marlboro cigarette advertisement slogans. The slogans were only had 31% of the whole of lexical features and 43% of the whole syntactic features. However, the advertiser used simple vocabulary to make the advertisement attractive and easy to remember by audiences. Besides, most of the slogans used two persuasion techniques for each slogan. Almost all of the slogans used pioneering stage and competitive stage as persuasion techniques to influence people to buy the products. This study could be an example in learning and teaching English language. Then, this study also could be a reference to advertisers in making creative and attractive advertisement. Keyword: advertisement, language style, linguistic features, persuassion techniques, slogan. vii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI ABSTRAK Sulistyowati, Astriyani. (2017). The Linguistic Features and Persuassion Techniques in Marlboro Cigarette Advertiment Slogans. Yogyakarta: Universitas Sanata Dharma. Untuk meyakinkan orang, pengiklan menggunakan aspek linguistik dan teknik persuasi di dalam slogan untuk membujuk orang agar membeli rokok. Salah satu produk yang menggunakan unsur linguistik dan tehnik persuasi adalah rokok Marlboro. Meskipun banyak orang tahu bahwa rokok mengandung racun- racun dan beberapa zat berbahaya yang dapat menyebabkan beberapa penyakit, namun penjualannya meningkat. Fenomena ini menarik peneliti untuk menganalisa gaya bahasa dan teknik persuasi dalam slogan rokok Marlboro. Penelitian ini bertujuan untuk memecahkan dua masalah terkait gaya bahasa dalam slogan rokok Marlboro, yaitu (1) Apa saja aspek linguistik yang terdapat dalam slogan rokok Marlboro yang dikeluarkan di Amerika Serikat? (2) Apa saja teknik persuasi yang digunakan slogan rokok Marlboro untuk mempengaruhi orang untuk membeli produknya? Penelitian ini menggunakan metode penelitian analisis isi. Peneliti mengambil data dengan menganalisa sepuluh gambar slogan dari beberapa macam rokok Marlboro yang berbeda yang mana sepuluh slogan tersebut mewakilkan beberapa macam slogan-slogan rokok Marlboro. Peneliti akan menganalisis aspek-aspek linguistik yang muncul dalam slogan rokok Marlboro. Peneliti menggunakan teori dari Grey (2008) untuk menjawat pertanyaan pertama. Kemudian peneliti juga menganalisis teknik pesuasi. Peneliti menggunakan teori milik Klepneer (1986) untuk menjawab pertanyaan kedua. Hasil dari penelitian ini menunjukkan terdapat hanya sedikit aspek linguistik di dalam slogan rokok Marlboro, yaitu hanya 31% dari seluruh aspek berhubungan dengan bahasa dan 43% dari seluruh aspek yang berhubungan dengan sitaksis. Bagaimanapun pengiklan menggunakan kosa kata sederhana untuk membuat iklan menjadi menarik dan mudah diingat oleh pendengar/pembaca. Selain itu, sebagian besar slogan menggunakan dua teknik untuk setiap slogan. Hampir semua slogan menggunakan teknik persuasi perintisan dan persaingan untuk mempengaruhi orang untuk membeli produk mereka. Penelitian ini dapat menjadi salah satu contoh dalam proses belajar mengajar Bahasa Inggris. Kemudian, penelitian ini juga dapat menjadi salah satu referensi untuk para pengiklan dalam membuat iklan yang kreative dan menarik. Kata kunci: iklan, gaya bahasa, aspek linguistik, teknik persuasi, slogan. viii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI ACKNOWLEDGEMENTS First of all, I would like to thank Allah SWT for everything so that I can finish my thesis and get my Sarjana Pendidikan degree. Besides, I thank Prophet Muhammad SAW who has inspired me to be good person. My special thankfulness goes to my beloved parents, Muh Robani and Wati who always love, care, prayer and support me. They really mean to me. My deepest gratitude goes to my advisor Carla Sih Prabandari, S.Pd., M.Hum. for spending her valuable time to criticize my writing and have discussion about my writing so that I can make better thesis writing. Besides, I thank my previous advisor, Made Frida Yulia, S.Pd., M.Pd. for being patient in guiding me. I thank her for her advice, guidance, support, and time at the beginning of thesis to final paper writing process. I would like to send my gratitude to Yohana Veniranda, S.Pd., M.Hum., M.A., Ph.D. for being a great chairperson and helping me in solving my problem so that I can finish my study. My gratitude is also adressed to all English Language Education Study Program lecturers who inspire me during my study process
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