Email this article 
LEXICAL FEATURES OF ENGLISH ADVERTISEMENT TAGLINES DURING PRIME TIME
(1) Sanata Dharma University
(*) Corresponding Author
Abstract
Advertisement language employs certain characteristics which make its usage unique so that it is interesting to explore. There are 2 research problems addressed in this study. The first is to classify and analyze lexical features which are contained in English advertisement taglines during prime time moment. The second is to figure out what triggers the dominant lexical features used in English advertisement taglines during prime time. The data were taken from English advertisement taglines during the period of prime time in any local television stations in Indonesia. This study used document analysis method and was categorized as a qualitative research. Six lexical features were proposed to classify and analyze the data, namely colloquial words, coinages, loanwords, use of verbs, use of adjectives, and frequent use of compounds. The results of the study were there are six lexical features used in English advertisement taglines during prime time and the most three dominant features are colloquial words with 40%, use of verbs with 28.57%, and use of adjectives with 18.57%. There is a similarity between three of them that all of them employ monosyllabic words so it makes easier to catch by the audiences.
Keywords
Full Text:
PDFReferences
Adyaningtyas, F. D. (2013). An analysis on word formation used in Pepsi and Coca-cola advertisements published in United Stated from 1950 until 2012. Yogyakarta: Universitas Sanata Dharma.
Arens, W. (2006). Contemporary advertising. Boston: McGraw-Hill.
Ary, D., Jacobs, L. C., & Razavieh, A. (2002). Introduction to research in education (6th ed.). Belmont, CA: Wadsworth.
Bazlik, M. (2009). Common errors committed in translating (not only) legal documents. Bratislava: Department of English and American Studies, Faculty of Arts, Comenius University.
Berger, W. (2001). Advertising today. New York: Phaidon Press.
Bovee, C. L. & Arens, W.F. (1986). Contemporary advertising. Homewood, IL: Irwin.
Bovee, C. L. & Thill, J. V. (1995). Business communication today. New York: McGraw-Hill.
Cook, G. (2001). The discourse of advertising (2nd ed.). New York: Routledge.
Faldana, R. (2011). Manajemen perusahaan. Retrieved on January 21, 2013, from http://bisnisdankeuangan.com/manajemen-perusahaan/tarif-iklan-di-tv
Fan, Y. (2013). The lexical features of English advertisement. International Conference on the Modern Development of Humanities and Social Science, 341-343. Kaifeng: Kaifeng University.
Frankel, J. R. & Wallen, N. E (2003). How to design and evaluate research in education (5th ed.). Boston: McGraw Hill.
Geis, M. L. (1982). The language of television advertising. London: Academic Press Inc. Ltd.
General Accounting Office. (1989). Content analysis: A methodology for structuring and analyzing written material.
Gilson, C. & Berkman, H. W. (1980). Advertising, concepts and strategies. New York: Random House, Inc.
Gisbergen, M. S., Ketelaar, P. E., & Beentjes, H. (2004). Changes in advertising language. Nijmegen: NWO.
Goddard. A. (2003). The language of advertising: Written texts (2nd ed.). London: Routledge.
Guowen, H. (2000). Analysis of advertising text. Guangdong: Sun Yat-sen University.
Hajeeyusoh, R. (2010). The influence of English borrowings in the Bahasa Indonesia in mobile phone advertisements. Bandung: Universitas Padjajaran.
Hillard, F. (2009). Marketers views remain bright on the topic of sustainability, despite gloomy economy. Business Strategy Series, 13, 427-431.
Lane, W. R. (2009). Kleppners advertising procedure. Upper Saddle River, NJ: Pearson Education, Inc.
Lapsanska, J. (2006). The language of advertising with the concentration on the linguistic means and the analysis of advertising slogans. Bratislava: Univerzita Komenskho V Bratislave.
Leech, G. N. (1966). English in advertising. London: Longman.
Lund, J. V. (1947). Newspaper advertising. New York: Prentice-Hall.
Matt. (2008). 10 principles of effective advertising. Retrieved on October 11, 2012, from http://www.spoonfeddesign.com/10-principles-of-effective-advertising.
McCracken, G. (1988). The long interview. Newbury Park, CA: SAGE Publications.
Myers, G. (1994). Words in ads. London: Green Gate Publishing Services.
Patton, M. Q. (2002). Qualitative research and evaluation methods. Thousand Oaks, CA: Sage Publications.
Popescu, C. (2005). Aesthetics of persuasion. Bucharest: Editura Universitati.
Ryanurti, R. (2013). Etika pariwara Indonesia dan iklan televisi. Surakarta: FISIPOL USM.
Sperber, D. & Wilson, D. (1986). Relevance: Communication and cognition. Oxford: Blackwell.
Sanayei, A. (2012). Evaluating the effectiveness of TV advertisement and analyzing its influence on attraction of saving deposit accounts of Ansar Bank in the city of Isfahan. Journal of Business Administration and Management Sciences Research, 2, 53-58.
Taylor, T. (1981). Linguistic theory and structural stylistics. Oxford: Pergamon Press.
Trijanto, A. (2001). Copywriting: Seni mengasah kreativitas dan memahami bahasa iklan. Bandung: Remaja Rosdakarya.
Vestergaard, T. & Schroder, K. (1985). The language of advertising. Oxford: Basil Blackwell Publisher Ltd.
Wahyuningsih, Y. V. (2013). The use of rhetorical devices in English advertisement headlines found in teenage girl magazine. Yogyakarta: Universitas Sanata Dharma.
Whittier, C. (1955). Creative advertising. New York: Henry Holt and Company.
Xiaosong, D. (2006). Stylistic features of the advertising slogan. Retrieved on November 7, 2013, from http://www.translationdirectory.com/article49.htm
Xuan, C. (2000). An analysis of language features in English advertisements. Retrieved on December 09, 2012, from http://www.writework.com/essay/analysis-language-features-english-advertisements.
DOI: https://doi.org/10.24071/uc.v1i1.2846
Refbacks
- There are currently no refbacks.
Copyright (c) 2020 Gregorius Aditya Christianto
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
UC Journal is indexed in:
UC Journal Sinta 4 Certificate (S4 = Level 4)
We would like to inform you that UC Journal: ELT, Linguistics and Literature Journal, or UC Journal has been nationally accredited Sinta 4 by the Ministry of Education, Culture, Research and Technology of the Republic of Indonesia based on the decree No. Surat Keputusan 152/E/KPT/2023. Validity for 5 years: Vol 2 No 1, 2021 till Vol 6 No 2, 2025
DOI: https://doi.org/10.24071/uc
e-ISSN (validity starting Vol 1, No 2, November 2020): 2774-9401
This work is licensed under CC BY-SA.
Creative Commons Attribution-ShareAlike 4.0 International License
UC Journal: ELT, Linguistics and Literature Journal, a scientific peer-reviewed journal, was established in 20 May 2020 and is published twice a year, namely in May and November, by the English Language Education Study Programme (S1/Sarjana PBI) in collaboration with the English Education Master's Programme (S2/Magister PBI) of Sanata Dharma University, Yogyakarta, Indonesia.