The Meaning of Slogan in Cosmetics Advertisement: Semantics Study

Asila Gustavia Kurman, Ida Zuraida

Abstract


Advertising is one of the most influential media for selling a product, especially in this digital era. Advertising has a huge impact on a company or individual to market their products. When opening social media, there are so many ads that appear, and it is the quirky ads that can attract the attention of people who see it. One of the interesting advertisements is that there is a slogan that makes readers curious about the product. The most of the sentences in the slogan are difficult for readers to understand which makes readers curious and want to find out more about the product. This study used a qualitative method where the process and meaning are more highlighted in this study. The theoretical basis is used as a guide so that the research focus is in accordance with the facts. The main theory used in this paper is the Seven Types of Meaning by Leech (1981). The result of this study finds that five data in this paper, all of them contain associative meanings, three of them are affective meanings and two of them are connotative meanings.


Keywords


Advertisement; Slogan; Cosmetic; Semantics; Associative Meaning

Full Text:

PDF

References


Alexander, F. (2018). The Meaning of Meaning: Leech’s Seven Types of Meaning in Comparison to Palmer’s and Lyon’s Approaches. University of Erlangen-Nurnberg

Asmuni, et al. (2020). Implementation of the principle of sale and purchase transactions through MLM in Brand Branch (BC) PT. Herba Penawar Alwahida Indonesia (HPAI) Tanjungbalai. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Volume 3, No. 4, Page: 3376-3385

Aziz, Zulfadi A. (2019). An Analysis of Associative Meaning in Two Song’s Albums of Lorde. BandaAceh: Universitas Syiah Kuala.

Hossain, MD. Redwan. (2021). Seven Types of Meaning in Semantics with Examples.https://skillavid.com/seven-types-of-meaning-in-semantics. Accesed on 6 June 2022 at 11.31.

Lesmana, Intansary. (2018). A Semantic Analysis on Online Cosmetic Advertisements. Medan:University of Sumatera Barat.

Marlizar, et al. (2020). The Role of Market Orientation and Creativity in Affecting the Marketing Performance of Market Traders in Aceh Market Banda Aceh City. Budapest International Research and Critics Institute-Journal (BIRCI-Journal).P. 1114-1127

Meaning, Reflected Meaning, Collocative Meaning, Thematic Meaning. http://deddisetiawan1.blogspot.com/2014/11/conceptual-meaning-connotative-meaning.html?m=1. Accesed on 7 June at 10.24.

Oktaviani, Tiara. (2019). An Analysis of Methapor in Cosmetics Advertisement Slogan. Surabaya: UIN Sunan Ampel.

Romdonny, J., Rosmadi, M. L. N. (2019). Factors Affecting Customer Loyalty in Products. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Volume 2, No 1, Page: 337-343

Setiawan, Dedi. (2014). Conceptual Meaning, Connotative Meaning, Social Meaning, Affective

Simatupang, Ervina CM & Adzani, Aulia Gita. (2019). Syntactic and Semantic Analysis on Slogans of Aviation Companies in Asean Countries. English Journal Literacy Utama Vol. 3 No. 2.

Suppriyoso, Patria; Nirwana Ria; Cahyani, R. (2020). The Meaning in English Airplane CompanySlogan: Semantics Study. Bandung: English Department, Faculty of Letters.

Yunira, S; Pradlina, S; Sumbayak, M; Putri, N; Derin, T. (2019). Re-Visits Grand Theory of Geoffrey Leech: Seven Types of Meaning. Pekanbaru: U-Raise Academy.




DOI: https://doi.org/10.33258/birci.v5i3.5888

Article Metrics

Abstract view : 44 times
PDF - 74 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.