An analysis of slogans in the beverage products  (a pragmatics approach)

Ayunda, Fatmanissa Prima

× This study aims at describing the implicature of each slogan on the package of the beverage product, knowing the meaning of the slogan related to the package of the beverage product and knowing the responses of the consumers towards the implicature of the beverage product. This research was motivated by fact that the economic level in making beverage products by the manufacturer increases rapidly since drinking is the main necessity for people. However, the consumers have the right to choose beverage products that they want to buy. For the purpose, a manufacturer must be able to create an effective, persuasive and interesting package of a product so it can help raising the sales of the product itself. A slogan becomes one of the main elements on a package that has an important role in attracting the consumers. The implicit message of a slogan can influence people to buy. However, in order to make an interesting slogan, a manufacturer often tends to violate the cooperative principles by Grice. This research is beneficial for those who are studying and working in marketing world. This study is a descriptive qualitative study. The data of this research are the slogans on the package of the beverage products collected from Luwes Swalayan on March 2010. This research employs the total sampling method, and there are 15 slogans on the various packages of beverage products used as the data. The researcher also uses 10 people who are familiar with beverage products used as the secondary source of data. This research used questionnaire as the instrument to know the responses of the consumers of the slogans. Based on the analysis, it can be concluded that each slogan on the package of various beverage products mostly constitutes the extraordinariness of the products. The manufacturers tend to violate the maxims of cooperative principles in making a slogan on a package of a beverage product. From 15 data, there are only 7 slogans (46,67%) that obey all the maxims of cooperative principles. The rest of the data violate the cooperative principles. The slogans which obey all the maxims of cooperative principles have an explicit relation with the package of the beverage products while the rest of the data (8 data or 53,33%) have an implicit relation. Based on the questionnaires that were distributed to the consumers, total average mean of comprehension level is 2.70. It indicates that the slogans are easy to understand and can help to attract them to buy the products.

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Penulis Utama	:	Fatmanissa Prima Ayunda
Penulis Tambahan	:	-
NIM / NIP	:	C0306029
Tahun	:	2011
Judul	:	An analysis of slogans in the beverage products (a pragmatics approach)
Edisi	:
Imprint	:	Surakarta - F.SSR - 2011
Program Studi	:	S-1 Sastra Inggris
Kolasi	:
Sumber	:	UNS-F.SSR Jur Bahasa Inggris-C.0306029-2011
Kata Kunci	:
Jenis Dokumen	:	Skripsi
ISSN	:
ISBN	:
Link DOI / Jurnal	:	-
Status	:	Public
Pembimbing	:	1. Drs. S. Budi Waskito, M.Pd
Penguji	:
Catatan Umum	:
Fakultas	:	Fak. Sastra dan Seni Rupa

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