THE STUDY OF ASSOCIATIVE MEANING IN THE SLOGAN OF SKINCARE ADVERTISEMENT

Haryani Haryani, Ainur Rosyidah Azmie Putry, Dhion Meitreya Vidhiasi

Abstract

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 www.littletreeorganics.com.au. 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.

Keywords

Associative Meaning; Advertisement Slogan; Semantics

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