Haryani Haryani, Ainur Rosyidah Azmie Putry, Dhion Meitreya Vidhiasi


Abstract: To promote and market a product, many companies try to create a good slogan for their advertisement. However, due to the existence of the language variety used, it made people difficult to obtain the meaning of the advertisement content. Thus, the researchers were encouraged to analyze the type of associative meaning based on the theory of Geoffrey Leech and the slogan itself was only focused on the link of skincare product website In this research, a descriptive qualitative method, and a predefined set of procedures were employed to answer the questions and to collect the evidence as well. The results of the study revealed that there were some associative meanings found in the little tree organics advertisement slogan. It was involving connotative meaning (3 data), affective meaning (3 data), reflective meaning (5 data), collocative meaning (1 data) and no social meaning. Here, the researchers also provided an intense reason why those slogans belong to each meaning of the associative meanings. Based on the data above, this indicated that the advertiser aimed to explain the intrinsic aspect of language within the advertisement slogan, which could be seen from the dominant meanings appeared. They were reflective meaning, affective meaning, connotative meaning, and followed by collocative meaning. But on the other hand, the reflective meaning is the highest one from all.


Associative Meaning; Advertisement Slogan; Semantics

Full Text:



Chaer, A. (2012). General Linguistics. Jakarta: Rineka Cipta.

Courtland L, B., & William F, A. (1982). Contemporary Advertising. United States of Amerika: Richard D.IRWIN,INC.

Geoffrey, L. (1981). Semantic: The Study of Meaning. England: Penguin Books Ltd.

Heriyawati, D. F., & Febriyanti, Fitria. (2019). Semantic Analysis on Advertisement Slogan's. Elite Journal: Journal of English Linguistics, Literature, and Education,1(1),43-50.

Karsita, Vindi dan Aulia Apriana. (2012, May 4). Syntactic Patterns in Advertisement Slogan. Retrieved from rtikel/artikelC1ED3192A3BD0D9 33F05E4658BEE8B23.pdf.

Mihalicek, V., & Wilson, C. (2011). Language files,7th edition. USA: The Ohio State University Press Columbus.

Noor, M., Mustafa, Raza.-e., Muhabat, F., & Kazemian, B. (2015). The Language of TV Commersials' Slogans: A Semantic Analysis. Communicaton and Linguistcs Studies, 1(1), 7-12.

Nuryuliawati, S., & Bakhti, K. Y. (2017). “Students Perception towards the Indonesianization of Politeknik Negeri Bandung Slogan as an Effort to Dignify Indonesian Language”. Proceedings in International Seminars on Language, Education, and Culture. Faculty of Letter. Universitas Negeri Malang.

Pilatova, B. A. (2015, March). The Language of Advertising: Analysis of Advertising Slogans in Fast Food Industry. Retrieved from m/The_Language_of_Advertising_final.pdf.

Rais, B., & Widodo, Pratomo. (2019). Semantic Analysis of Fraudulent Ads in Facebook. Lingua, 14(1). DOI: 10.18860/ling.v14i1.6114.

Samosir, Dian Kristiani, et al. (2016). Hemogini Penggunaan Bahasa Inggris Dalam Slogan Perguruan Tinggi (Analisis Wacana Kritis Fairlough Pada Slogan Dua Universitas Swasta di Kota Bandung). Jurnal Sosioteknologi. 15 (1), 124-135.


  • There are currently no refbacks.