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AbstractThe title of this thesis is An Analysis of Language Style Used in the Slogan of AdvertisementThat Found in the Internet. It aims to determine the type of language style that used in eachkind of slogans. The writer examines for the meaning contained. Descriptive method used toexplain the data. Four steps exercised by the author, who has to determine the sources, collect,analyze & present the data. The writer used Agih method (Sudaryanto: 1993). The authoremploys An Introduction to Sociolinguistics theory by Holmer, Janet. (1992), Metode andTeknik Analisis Bahasa theory By Sudaryanto (1993). The writer found the different oflanguage style used in the same categories of slogan. The writer make an analysis about thedata with divided the data one by one in the same categories of product.Key words: Language Style, Slogan, Advertisement, InternetINTRODUCTIONAdvertising or advertisementis a form of communication used to persuadean audience (viewers, readers or listener) totake some action with respect to products,ideas, or services. Most commonly, thedesired result is to drive consumer behaviorwith respect to a commercial offering,although political and ideological advertisingis also common. Advertising messages areusually paid for by sponsor and viewed viavarious traditional media; including massmedia such as newspaper, magazines,television commercial, radio advertisementoutdoor advertising or direct mail; or newmedia such as websites and text messages.Beside, Crabtree, et al(1991:237) say that:"Advertising is a business inwhich language is used to persuadepeople to do things, for examples tobuy some product or vote someone,and / or believe thing, for example, thatsome one corporation is trustworthy orsome political philosophy is good one"Like other advertising media,online advertising frequently involves both apublisher, who integrates advertisements intoits online content, and an advertiser, whoprovides the advertisements to be displayedon the publisher's content. Other potentialparticipants include advertising agencies thathelp generate and place the ad copy, an adserver who technologically delivers the adand tracks statistics, and advertising affiliateswho do independent promotional work forthe advertiser. Internet advertising is a formof promotion that uses the Internet and2World Wide Web for the expressed purposeof delivering marketing messages to attractcustomer. Examples of internet advertisinginclude contextual ads that appear on searchengine result pages, banner advertising, intext ads, Rich Media advertising, onlineclassified advertising, advertising networkand e-mail marketing, including e-mail spamand slogans.A slogan is an advertising taglineor phrases that advertisers create tovisually express the importance and benefitsof their product. By and large, it's a theme toa campaign that usually has a genuine role inpeople's lives. It has the ability to loanpeople's time and attention by puttingconsumers at the heart of the solution. Everyday we see millions of messages andcatchphrase everywhere from print media tointernet advertisement.Slogans are powerful marketingtools that can motivate their customers tosupport their brand. The best slogans areinstantly recognizable. It is an advertisingtag-line or phrase that advertisers create toovisually and verbally expresses theimportance and benefits of their product.Internet advertisement use somelanguage style. It purposes to attract theirconsumer. The language style has greatcontribution in attracting people whobrowsing the internet. So, they use languagestyle that interesting to the netter.In this research the writer tries todescribe and to look for the forms oflanguage for her analysis in internetadvertisement. At this analysis, the writerfocuses on language style used in slogans ininternet advertisement.Holmes (1992: 1) saysthat: "Sociolinguistics isconcerned with the relationshipbetween language and context inwhich it is used".In this case, the writer took some researchthat have relation with language variety,there are: The first one , Maria (2000) aboutlanguage style in some short stories as foundin Cool 'n Smart magazine in her research,she analyzes casual style and slang which,are found in Cool 'n Smart magazine. Sheanalyzes longer expressions(which idiomatic meaning) that arecharacteristic of slang usage. Another one,Anti (1998), about non-standard Indonesianlanguage in teenager magazine. In herresearch, she analyzes style of language inshort stories in teenager's magazines.Advertising or advertisement is aform of communication used to persuade anaudience (viewers, readers or listener) to takesome action with respect to products, ideas,or services. Most commonly, the desiredresult is to drive consumer behavior withrespect to a commercial offering, althoughpolitical and ideological advertising is alsocommon. Advertising messages are usuallypaid for by sponsor and viewed via varioustraditional media; including mass media suchas newspaper, magazines, television3commercial, radio advertisement outdooradvertising or direct mail; or new media suchas websites and text messages.Beside, Crabtree, et al(1991:237) in Arri Anti (1998 )saythat:"Advertising is a business inwhich language is used to persuadepeople to do things, for examples tobuy some product or vote someone,and / or believe thing, for example, thatsome one corporation is trustworthy orsome political philosophy is good one"According to Wikipedia, a sloganis a memorable motto or phrase used in apolitical, commercial, religious, and othercontext as a repetitive expression of an ideaor purpose. A slogan is an advertising taglineor phrases that advertisers create tovisually express the importance and benefitsof their product. By and large, it's a theme toa campaign that usually has a genuine role inpeople's lives. It has the ability to loanpeople's time and attention by puttingconsumers at the heart of the solution. Everyday we see millions of messages andcatchphrase everywhere from print media tointernet advertisement.Slogans are powerful marketingtools that can motivate their customers tosupport their brand. The best slogans areinstantly recognizable. It is an advertisingtag-line or phrase that advertisers create forvisually and verbally expresses theimportance and benefits of their product.The style of language that speakersuse with friends, when one a job interview,when talking to parents, the situationallanguage is called language style. Accordingto Holmes (1992:245), states that theaddresses and the context affect out choice ofcode of variety, whether language, anddialect. From the definition, the writer canconclude that language style is variety ofspeakers which is following the writer byaddressing and context.According to Holmes (1992:236) astandard variety is generally one which iswritten and which has under gone some ofregularization or codification (for example,in a grammar and dictionary), it is used for H(high) function a long side a diversity of L(Low) varieties.A Standard language variation isgenerally: (1) Used in the news media and inliterature (2) Described in dictionaries andgrammar (3) Taught in school and to nativespeakers when they learn language as aforeign languageAccording to Halim (1980) in Chaer(2004:192) non standard language is varietythat has indication or symbol fromcharacteristic to set out of the way fromnorm of standard language also calledinformal language.Non standard language shows greatervariety than standard language. The highersocial position of the non standard speakers,4the more nearly do they approach thestandard language.According to Richard, et al (1985)non standard language is use in speaking orwriting; with differ in pronunciation,grammar or vocabulary from the standardlanguage. Sometime the expressionsubstandard is used but linguist differ theterm non-standard as it a more neutral term.According to Holmes (1992: 74), there aremany components of the meaning of the termnon-standard language, they are;(1)Unstandardized or uncodified variety(2)Refers to the way it's acquired in thehome at first variety (3)It's used forrelatively circumscribed the function(4)Used in informal situationOne mark of an informal language isthe frequent occurrence of slang. Almosteveryone use slang occasions but it is noteasy to define the word. According toFromkin (1985:276) slang has been definedas "one of those things that everybody canrecognize and nobody can define".Regardless of social position, almostall people use slang from time to time.According to Yeager (1981:183) slang isanother word that is difficult to define butexpresses a concept that is understood byalmost everyone; probably the fundamentalquality of a slang term is not generallyaccepted. Slang words may come about bycombining to do word, by introducing acompletely new word. Slang expressionshave come and gone ever the year, some toreturn again but other never does. At thesometime, though same slang expressionsare remarkably resilient and persistent andsurvive over long periods of time.Akmadjian (1984) in Sudrawati(1999) explain about slang as follows:(1)Slang is part of casual informal styles oflanguage use (2)Slang like fashion in dottingand popular music, changer rapidly(3)Specific areas of slang often associatedwith particular social group, and hence onespeaks teenager slang.A daily activity has conversational language.Generally, colloquial style is not reallyattention to pronunciation, choice or words,or sentence structure. According toAlwasilah (1986:59) in Arry Anti (1998) thatcolloquial is words or phrases that are onlyused in utterances in spoken language. Itused in casual conversation. Educationnative speakers of a language normally usecolloquial speech in informal situation withfriends, fellow worker and members of thefamily.In this research, the writer would liketo use some theories in order to support indevelopment this thesis. The theories will bedescribed briefly, that is language style,formal and informal language, for exampleslang and colloquial.RESEARCH METHODOLOGYIn this research, the writer also usedthe qualitative method is a processing of5research, which is have a result descriptivedata like spoken or written language. In thisresearch, the writer uses this method toanalyze the language style as found inslogans in internet advertisementIn this research, the writer took the data fromslogans in internet advertisement. In internetadvertisement the writer copying someslogans into a flash disk and found some datafor to analyze. The data are categorized intofood and beverage, automotive, cosmetics,electronics etc.To collect the data, the writer usesobservation method. Observation methoditself is observes the language from thesource of data, that are some slogans ininternet advertising. In collecting the data thewriter browse the internet and uses flash diskto save the data in both formal and informallanguage which includes the words thatrelated to the research.DISCUSIONBased of the analysis, language style inadvertisement can be describe into nonstandard (that are slang and colloquial) andstandard languageNon StandardSlang1) BRYLCREEM - "A Little Dab'll DoYa!"From the example above, the sloganis about men's pomade or hair cream. Slangis not based to the true meaning but to thecontext. In the true meaning the word Dab'llsame with Dabble or playing with water butin the context meaning the word Dab'll isslang that means the hair is gloss or shiny ona surface because that hair cream.2) BURGER KING – It'll blow your mindawayFrom the example above, the word'blow' in the true meaning the wind action tomake something has different position orlook. But in the context meaning the word'blow' is slang version that means make yourmind only thinking about this food.3) GOOGLE - Don't be evilFrom the example above, the word'evil' in the true meaning has a negativemeaning or it is a crime or bad spirit. But inthe context meaning the word 'evil' is slangversion that means stupid. It is fit with theslogan because Google is the one of manysources of knowledge, information, socialnetwork etc. with Google the people cansmarter not stupid anymore.4) SUZUKI SWIFT - It's a boy thing.SWIFT, wanna play?From the example above, the word'wanna' in the true meaning is 'want to'.But in the context meaning the word'wanna' is slang version that meanschallenge. It is based from the slogan thatsays It's a boy thing. So are you brave to getthe challenge?5) AUSTRALIAN TOUR – So where thebloody hell are you?6From the example above, it is a sloganabout the tourist industry. The word 'bloodyhell' in the true meaning has a negativemeaning or may be a swearword. But in thecontext meaning the word 'bloody hell' isslang version that means to make sure wherethe place you wish will to go toColloquialA daily activity has conversationallanguage. Generally, colloquial style is notreally attention to pronunciation, choice orwords, or sentence structure. It used in casualconversation. Education native speakers of alanguage normally use colloquial speech ininformal situation with friends, fellowworker and members of the family.6) KFC - Finger lickin' Good!From the example above, it is seenthat the word lickin' is the colloquial versionfrom licking' is the standard language byswitching the alphabet g with the symbol 'from the word licking' become lickin' fromcolloquial. Because this word is not aboutthe creation of completely new word, it isonly about the change the spelling that isswitching one alphabet with one symbol butnot change the meaning.7) Mc D - I'm Lovin itFrom the example above, it is seenthat the word Lovin is the colloquial versionfrom Loving is the standard language bydeleting the alphabet 'g' from the wordLoving become Lovin from colloquial.Because this word is not about the creationof completely new word, it is only about thechange the spelling that is deleting onealphabet but not change the meaning.8) L'OREAL - Because you're worth itFrom the example above, it is seenthat to be 'are' from "Because you're worthit" contracted with pronoun 'you'. In Englishstructure it is should be 'you are'. The wordis colloquial because this slogan is notpaying attention to grammar or the word notabout the creation of completely new wordsbut only about the change the spelling of theshortened pronunciation.9) LG - "Life's Good"From the example above, it is seenthat to be 'is' from "Life's Good" contractedwith pronoun 'life'. In English structure it isshould be 'life is'. The word is colloquialbecause this slogan is not paying attention togrammar or the word not about the creationof completely new words but only about thechange the spelling of the shortenedpronunciation.10) Visa - "Its Everywhere you want to be"From the example above, is same withthe above. To be 'is' from Its Everywhereyou want to be" contracted with pronoun 'it'.In English structure it is should be 'it is. Theword is colloquial because the word notabout the creation of completely new wordsbut only about the change the spelling of theshortened pronunciation.7Standard Language11) Canon - "See what we mean"In example above the advertiser makethe slogan in standard language. It can beseen through the sentence is made in goodgrammar, good spelling and formalvocabulary, so this example uses the formallanguage. So this example is suitable to useon formal language style of advertisingslogans.12) Nike - "Just do it"In example above the advertiser makethe slogan in standard language. It can beseen through the sentence is made in goodgrammar, good spelling and formalvocabulary, so this example uses the formallanguage. So this example is suitable to useon formal language style of advertisingslogans.13) Haagen-Dazs - Pleasure is the path tojoyIn example above the advertiser makethe slogan in standard language. It can beseen through the sentence is made in goodgrammar, good spelling and formalvocabulary, so this example uses the formallanguage. So this example is suitable to useon formal language style of advertisingslogans.14) Red Cross - "The greatest tragedy isIndifference"In example above the advertiser makethe slogan in standard language. It can beseen through the sentence is made in goodgrammar, good spelling and formalvocabulary, so this example uses the formallanguage. So this example is suitable to useon formal language style of advertisingslogans.15) Matchbox - We sell more cars thanford, Chrysler, Chevrolet, and Buickcombined.In example above the advertiser makethe slogan in standard language. It can beseen through the sentence is made in goodgrammar, good spelling and formalvocabulary, so this example uses the formallanguage. So this example is suitable to useon formal language style of advertisingslogans.CONCLUSIONLanguage style is the ways toshow the freedom of expression, tocomment, to express the ideas, feelings, andgive information to other people. Languagestyle is a part of communication. That usedusually in some situation such as on schooland internet. On this situation usually thepeople mostly use variation of languagestyle.BIBLIOGRAPHYAlwasilah, A. Chaedar (1986) SosiologiBahasa. Bandung: Angkasa.Anti, Arry, (1998) An Analysis of Non-Standard Indonesia Language inTeenangers Magazines. Thesis S1:Padang. Bung Hatta University.8Chaer, Abdul. (2004) Sosiolinguistik.Jakarta : PT. Rineka Cipta.Fromkin, Victoria and Rodman, Robert.1985. An Analysis to Language. LosAngeles: Holt Rinehart and Winston,Inc.Holmer, Janet. (1992) An Introduction toSosiolinguistics. New York:Longman.Http://en.wikipedia.org/wiki/Advertising_sloganHttp://en.wikipedia.org/wiki/ InternetAdvertisementHttp://en.wikipedia.org/wiki/Online_advertisingHttp://en.wikipedia.org/wiki/SloganMeri Efrina (2006) An Analysis of LanguageStyle in Advertising of CleoMagazine. Thesis S1: Padang.BungHatta University.Nurul Huda (2004) An Analysis of LanguageVariation Used in Teenlits. ThesisS1: Padang. Bung Hatta University.Richards, Jack. (1985) Longman Dictionaryof Linguistics. Longman.Spolsky, Bernard. (1998) Sosiolinguistics.Longman York press.Sudaryanto (1993) Metode dan TeknikAnalisis Bahasa. Yogyakarta: DutaWacana Uuniversity Press.Sudrawati (2004) An Analysis of casual styleof Advertisement in AnekaMagazine. Thesis S1: Padang. BungHatta University.Yeager, Edwar. (1981) An Introduction tolinguistics. Boston : Little Brown andCompany