HIDDEN MEANING IN SELECTED SPOKEN SLOGANS ON TELEVISION ADVERTISMENT

ABSTRACT Wijaya, Anggun. Student Registered Number. 2813133006. 2017. Hidden Meaning in Selected Spoken Slogans on Television Advertisement. Sarjana Thesis. English Education Department. Faculty of Tarbiyah and Teacher Training. State Islamic Institute (IAIN) of Tulungagung. Advisor: Dr. Nurul Chojimah, M. Pd. Keywords: hidden meaning, slogan, television advertisement In social life, people always communicate with each other by using language. Language has an important role because it means to explain what the speaker wants the listener to do. The purpose of communication itself is informative which means an appeal to the mind that is accomplished through language. There are a variety of forms of communication on television, one of which is advertising. In this case the communication contained in the ad serves to advertise a product to viewers or buyers more precisely. The formulation of research problem is: “What is the hidden meaning which found in selected spoken slogans on television advertisement?”. Furthermore, the purpose of this research is to know the hidden meanings found in selected spoken slogans on television advertisement. The research design used in this research is Qualitative Research by using content analysis technique in which the researcher tries to analyze data and identify six spoken slogan’s utterance Relevance Theory based by Sperber and Wilson. The result of this study showed that there are six brands of gadgets that use television as their advertising medium, and all of them use implicit messages on their product slogan to attract buyers, the implicit meaning of the slogans are: (1) nokia use their internet technology connection to connect people in the world. (2) Sony shows the unity between communication and entertainment in their products. (3) LG makes your life better than before use LG products. (4) What to think as opposed to how to think, so it (Apple) makes our thinking different from others. (5) Nikon will always explore the potential for creating new value and secret images to inspire consumers to realize all the aspirations of the hearts of consumers. (6) Canon only produces something visual with high quality products. After analyzing the implicatures of the slogan based on Relevance Theory in television advertisement, the researcher would like to draw the conclusion, that to create catchy and memorable slogans, advertiser or he company should use two characteristics: (1) persuasive slogans and (2) slogans that describe advertised products either implicitly or explicitly. The researcher suggested to the next researchers who are interested in conducting the research of the same field to investigate the relevance theory in deeper and more critical analysis