AN ANALYSIS OF FIGURATIVE LANGUAGE IN SERVICE SLOGAN ADVERTISEMENT IN JAKARTA POST NEWSPAPER Trindika Awaliyah 1, Siska M.Pd 2, Edwar Kemal M.Hum 3 English Education Program, STKIP PGRI West Sumatra. Jln. Gunung Pangilun Padang trindika30@gmail.com siskafahlevi@yahoo.com edwarkemal@yahoo.co.id ABSTRACT This research is aimed to determine what types of figurative language that used in service slogan advertisement in Jakarta post newspaper started from April 3-9, 2015. The research included into the study of linguistic using content analysis as the research design. The data that used in the research are cited from Jakarta post newspaper and service advertisement. The technique of data analysis, the researcher read and wrote the data that cited from newspaper, choose and selected slogans. Then, categorized the types of figurative language that used in service advertisement in Jakarta Post Newspaper. To analyzed the types of figurative language in service slogan advertisement in Jakarta post newspaper, the researcher used the definintion and theories from experts and used context. The finding of this study showed that there are 5 types of figurative language in 8 slogan in service advertisement. Those, types are 2 data for hyperbole, 2 metaphor, 1 repetition, 1 alliteration, and 2 paralellism. It can be concluded that the using of types of figurative language is significantly used in the slogn of service advertisement in order to increase the interest of people to used the service than being offered by the advertisement. Penelitian ini bertujuan untuk menentukan tipe-tipe apa saja yang digunakan dalam iklan layanan jasa dalam Koran Jakarta Post dari tanggal 3-9 April 2015. Penelitian ini termasuk dalam kajian linguistic dengan menggunakan konten analisis sebagai research design. Data yang digunakan dalam penelitian ini adalah Koran Jakarta Post dan iklan layanan jasa. Teknik untuk menganalisa data, peneliti membaca dan menulis data yang didapatkan dalam Koran, memilih dan menyeleksi slogan dan kemudian mengkategorikan tipe figurative language yang digunakan dalam iklan layanan jasa dalam Koran Jakarta post. Untuk menganalisa tipe dari figurative language dalam iklan layanan jasa dalam Koran Jakarta post peneliti menggunakan pengertian dari teori ahli dan juga menggunakan konteks. Hasil dari penelitian ini menunjukkan bahwa ada 5 tipe dari figurative language serta ditemukan 8 slogan iklan layanan jasa. Tipe tersebut yaitu 2 data untuk hyperbola, 2 metafor, 1 repetisi, 1 alliterasi dan 2 paralelisme. Dapat disimpulkan bahwa tipe penggunaan figurative language perlu digunakan dalam slogan iklan layanan jasa untuk membuat calon pengguna layanan jasa lebih tertarik untuk menggunakan jasa yang advertiser tawarkan. Key Word: Figurative Language, Advertisement, Slogan, Newspaper. INTRODUCTION Language is an important role in human communication. Without language is a tool of communications to facilitate a message sending process. One ways to convey message and information is newspaper. Newspaper gives information to the reader by verbal language, one of them is advertisement. Advertisement is an important tool to sell products or service. Advertising is one of a variety of marketing communication from identified organization. It means that without advertisement, the company cannot be more maximal in selling their product and service. Advertisement usually used slogan, and the slogan used figurative language. Slogan can give bridge the advertisement about the image of the product. It means that, in slogan there are short words, often 1
memorable to send a message of the advertisement to the people. However, figurative language in slogan must be used to makes the reader of newspaper more interesting to the slogan and then buy or using the service. There are so many types of figurative language that the advertisement used to makes the slogan look more interesting. For example, hyperbole, repetition, metaphor, alliteration, etc. Thus, in this research, the focus is on analyzing the types of figurative language. The research question which were explored in this research is what types of figurative language that used in service slogan advertisement in Jakarta post newspaper? LITERATURE REVIEW a. Figurative Language Figurative language is one of important things in making slogan in advertisement. By using figurative language, the slogan look more interesting for the reader. Gluckberg (2001:1) states that figurative language is the intended meaning does not coincide with literal meanings of word; sentence or other had an eye to specific purpose. Meanwhile, Dry Paul (2002:293) explains that figurative language include from deviation, either in thought or expression. The deviation would make the people move from their first statement toward the word or sentences. Usually, the word or sentences used figurative language more liveliness and vividness. In addition, Jevandeep (2010:89) states that figurative language is a way by the people who make something with expression, by means the expression out of the real expression to get more emphatic effect. The expression of figurative language is used on word; sentences or other that is not appropriate to the real meaning of the word and sentences itself. Next, Deignan et al (2013:3) state that figurative language is used in speaking and writing to express idea and emotion, and to affect the views and attitudes or other. It means that the word used figurative language on it could give an affection to the reader so that the reader more interesting to the word or sound that used figurative language. Last, Barron s (2000) argues that figurative language is using the choice of words to bring imagery of word or sentences. In addition, figurative language can be divided into three main categories. First are figures of thought. This is the meaning a word refers to change or turn, in other words, using a word in other than its literal sense such as in comparison. Second is figure of speech. Dealing with this sentence, figures of speech also called schemes by means the rhetorical figures depart, not from the literal meaning of the word, but from the standard usage or order of the word and then making a special effect in the word or the sentences. Last is figure of sound; it is include the sound effects discussed in the section on form for example called alliteration, assonance, and consonance. From some definitions above, it can be simplified that figurative language is a word or a sentence which has a different meaning with its origin. It is aimed to attract reader or listeners attention. Figurative language also has the essence of style and beauty, it often provides a more effective means of saying what we mean than direct statement. In specific sense, figurative language may take the form of figurative of speech. b. Types of Figurative Language There are 21 types of figurative language according to Javandeep (2010), but in this study only focused on five types of figurative language that tend to be used in service slogan advertisement in Jakarta post Newspaper; there are hyperbole, alliteration, repetition, metaphor, parallelism. Hyperbole is a word, sentence or statement with over or exaggeration, alliteration is a pleasant or musical repetition of sound characterized by a letter or by a syllable in two or more words, repetition is a word or phrases or a line which is significant is repeated for effect, metaphor is made between two unlike objects without use so, like, and as. Last, parallelism is a figurative language which using word/ phrases/ clause equally. RESEARCH METHOD This study is a kind of qualitative research that is designed in content analysis. According to Ary et al (2009:29) states that content analysis is a part of qualitative research that is used to analyzed content in public record, textbook, letters, films, tapes, diaries, themes, report, or other documents. Also, content analysis refers to a general set of techniques use for analyzing and understanding collection of content in document. Thus, the researcher used content 2
analysis because in this research the researcher analyzed content of newspaper especially types of figurative language in service slogan advertisement in Jakarta post newspaper. Source of data of this research are slogan advertisement in Jakarta post newspaper that was published from 3-9 April 2015. The researcher analyzed the language in service slogan advertisement in Jakarta post newspaper as source in this research. Meanwhile, Technique of data collection in this research the researcher used some steps. They are; the researcher collecting Jakarta post newspaper from 3-9 th April 2015. Then, the researcher saw and read all of the advertisements particularly observed the slogan. By reading the slogan repeatly we canunderstand the types of figurative language. According to Endraswara (2011:162) pengadaan data karya sastra, dilakukan melalui pembacaan secara cermat. Pembacaan berulang-ulang akan membantu peneliti mengadakan data. Next, the researcher select the advertisement in Jakarta Post Newspaper. Finally, the researcher select the advertisement that used service slogan advertisement. Last, technique of data analysis in this research according to Seidel in Moleong (2010:248) there are three steps in collecting data. They are; 1. Give a code of service advertisement that used slogan based on the types of figurative language. 2. Categorizing the types of service slogan advertisement then 3. Explained the service slogan advertisement based on types and context. other variety of announcement. However, in this research, the researcher only found 8 data of service slogan advertisement that used figurative language. They are; a. Hyperbole Always by your side This is a slogan by BCA Bank. In the slogan, the advertiser uses the type of figurative language called hyperbole. According to Javandeep (2010:92) hyperbole is a word or sentence with dramatic or over effect. The uses hyperbole in this slogan is showed in service with a smile. It is impossible if BCA Bank always by the people side, it means that BCA make the slogan excessive because in context, BCA Bank with all of the service like; Halo BCA, Internet Banking, Cell Center, and ATM will always facilitate the costumers in accessing the BCA Bank. Service with a Smile FINDINGS AND DISCUSSION The purpose of this research was to know the types of figurative language in service slogan advertisement in Jakarta Post Newspaper. There are five types of figurative language that the researcher used in this research they are; hyperbole, metaphor, alliteration, repetition, and parallelism. After read all of the data, the researcher found 33 service advertisement. To know that was service slogan advertisement, the researcher analyzed based on characteristic of service advertisement by Hjelmare (2014). They are; generally application data service, has provider service and channel info, rates address, also support Best car rental service is a car rental service. The advertiser uses the type of figurative language called hyperbole. Javandeep states that hyperbole is a word or sentence with dramatic or over effect. In slogan service with a smile, it is impossible that best car rental just giving a smile. Best car rental want them feeling happy and comfort with the service from best car rental. Thus, in the slogan, advertiser uses hyperbole to make their consumers to be 3
more interested to use the service. Beside, based on context, the service which given by best car rental are chauffeured service, also in best car rental the chauffeurs are able to speak English and knowledge of their local area. It will make people become interested with their service. b. Metaphor The Ultimate Partner using of metaphor in the slogan showed in phrase tons of fun. Fun is an object that cannot be counted. Meanwhile, the word ton is obviously can be counted. Thus, it is explained clearly that the happiness of students who joining Tutor Time will explode. In fact, it is also explained in context that Tutor Time s activities which only existing in summer, such as drama, cooking, science, art, music, sport, nature and animal will make their students fell glad in joining the activities. A True Reflection of Global Connection Groovy is a pet shop. In the slogan, the advertiser uses a types of figurative language called metaphor. As it is explained by Javandeep that metaphor is an implicit comparison is made between two unlike object without used like, as, and so. Thus, it is known that partner means close with people or human. However, groovy as a pet shop wants to convince that pet also will treated special. Moreover, according context, groovy which has some service such as friendly staff experienced in handling pets, drivers trained in pet first aid, fully air conditioned cars, crates are provided and pet sitter too. It could be recognize through the slogan The Ultimate Partner they will give priority to their consumer while doing the service. It s Going to be Tons of Fun This is a slogan by Singapore Management University. The advertiser uses a type of figurative language called metaphor. The using of metaphor in this slogan are true reflection and global connection. By comparing true reflection and global connection it is deal that global connection is the confirmation of true reflection. In fact, it is also explained in context that Singapore Management University which located in center of Singapore was in line with the Singapore Government s commitment to business and education and also in accordance with the urban redevelopment authority s vision for the development of the brass and basah district will give some good descriptions for the Students who study in the University. c. Parallelism Be a Global Citizen This is a slogan by Tutor time. In the slogan, the advertiser uses metaphor. It is explained that metaphor is an implicit comparison is made between two unlike object without used like, as, and so. The 4
This is a slogan by Jakarta Multicultural School. In the slogan, the advertiser uses the type of figurative language called Parallelism. According to Keraf (2010:19) parallelism is a figurative language which using word/ phrases/ clause equally. In the slogan, the words global and citizen is the bigger one. Citizen means group of place that will be global. It means, the advertiser want to show the student of JMS will be more competent in global environment. The students will be competent in global environment because children benefitted from a multicultural society, they tend to have different perspectives, more understanding of other culture, respectful of other view also have more cultural acceptance. d. Alliteration Smart Stylish Experience This is a slogan by HW Bali Hotel. By the slogan Smart Stylish Experience the slogan indicates Alliteration. Javandeep (2010:93) states alliteration is pleasant or musical repetition of sound characterized by a letter or by a syllable in two or more word. Discovering s in Smart, and s in Stylish. The slogan could be considered as Alliteration. Moreover, in context, Smart Stylish Experience explain that HW Bali Hotel have some good places and service. This is the reason why the advertiser uses the slogan. e. Repetition Imagine Create Innovate This is a slogan by Beacon academy. The advertiser uses one types of figurative language called Repetition. According to Javandeep (2010:92) repetition is a word or phrase or rhyme which is significant is repeated for effect. The effect of repetition is able to be seen in words Imagine/ Create/ Innovate. Moreover, in context, the advertiser uses the slogan in order to describe that Beacon Academy provides the students to promise and commit to be motivate and hardworking students. CONCLUSION Based on the purpose of this research was to discover the types of figurative language in service slogan advertisement, the researcher found 33 data of service advertisement. However, the researcher only found 8 data that used service slogan advertisement. The types are hyperbole, metaphor, alliteration, repetition, and parallelism. The data that has figurative language in service slogan advertisement in Jakarta post newspaper are 2hyperboles, 3 Metaphor, 1 parallelism, 1 alliteration, and 1 repetition. It can be indicated, that the dominant types of figurative language in service slogan advertisement is metaphor. By using metaphor in the service slogan advertisement, Jakarta post newspaper wants to show and make it more interesting to make people or reader have a desire to use the service in every advertisement. Based on the analysis, it can be concluded that figurative language has some important roles in making service slogan advertisement. That is why the advertiser used figurative language in their slogan. It makes the advertisement become more interesting to read, and use their service. ACKNOWLEDGEMENT The researcher would like to thank for both of advisors, Siska,S.S, M.Pd and Edwar Kemal, M.Hum, thank for the time, chance, patient, guidance and advice that carried on the researcher until finished this thesis. REFERENCES Ary, Donald et al. 2010. Introduction To Research In Education. 8 th Ed. New York: Nelson Education. 5
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