- A SOCIOLINGUISTIC STUDY OF SLOGAN OF COMMERCIAL PRODUCTS PUBLISHED IN INDONESIAN DAILY NEWSPAPER

By

Nelya
05304241

ABSTRACT

This research entitled “A Sociolinguistic Study of Slogan of Commercial Products Published in Indonesian Daily Newspaper” is intended to describe the factors that affect the occurrence of the slogans of commercial products, to describe the forms of the slogans of commercial products, to describe the themes of the slogans of commercial products raised by the advertiser, to describe sociolinguistic aspects of language statement used in slogan of commercial product taken from newspaper (Kompas and Kedaulatan Rakyat).

This is descriptive qualitative research which applies sociolinguistic study and method. By using the method, the writer analyzes the forms, the factors, the themes and sociolinguistic aspects of slogan of commercial products. The data collecting technique is noting technique. It is used to write the data. The analysis of this data is descriptive analysis. This analysis is used to analyze the phrases and sentences.

The result of this study shows the form of the slogan consists of two forms. The forms are sentences and phrases. The forms of sentence divided into three types are; imperative sentence, declarative sentence and interrogative sentence. The forms of phrase are; noun phrase, adjective phrase, gerund phrase and adverb phrase. The factor of slogan can be classified into three types namely; segmentation factor, targeting and positioning. The types of segmentation factor are divided into four types namely; geographical factor, demographical factor, psycho graphical factor and behavior factor. There are five types of the theme of slogan, they are; superiority of the product or service, uniqueness of the product or service, people wistfulness, safety and artistic touch. There are four sociolinguistic aspects of slogan, they are; discourse origin level, age level, education level and culture level.