A semantic analysis of shoes advertisement’s slogan in online shop

Advertisement is a part of send messages in human communication, many models of communicated such us a product of brand is the process communications used verbal or non-verbal depend on communication media that uses. The slogan used for give information about the product to the consumer. The slogan always has words meaning that represented a product. The study of semantic is one of important thing in linguistic when we analyze about word or sentence meaning. Accordingly the researcher proposed two research questions. There are: 1) What is the meaning of slogan in shoes advertisements; and 2) What are the characteristic of slogans in shoes advertisements. In this research, the researcher used Kreidler’s (2002) theory of kinds of meaning, Riemer’s (2010) theory of word meaning, Hackley’s (2009) theory of advertisement and Foster’s (2001), and also other theories to analyze the data and find the meaning of such word meaning. The researcher used descriptive qualitative method in this research. The method contains identification, classification, and description the data. The data were used in this research is the slogan in shoes advertisement. The researcher then analyzed and interpreted the data. The result that found about meaning in slogans twenty seven data that analyze used reference and denotation meaning, connotation, sense relation, lexical and contextual meaning. The researcher also found characteristic of slogan it should be memorable, recall the brand name, simple, strategic, and impart positive feeling for the brand. Based on the findings it, the researcher concluded that every slogan has meaning and have different characteristic. An advertisement have unique picture which connected with the slogan. The slogan that uses indirect style becomes dominated almost of every advertisement not show the aim was direct