LEXICAL FEATURES IN LAPTOP ADVERTISEMENT SLOGANS

Abstract

The purposes of conducting this research are to find out (1) the linguistic features (2) the function of linguistic features, and (3) to discuss the target audiences of laptop advertisement slogans. The data in this study were analyzed through the following steps: (1) taking some slogans that correspond to the lexical analysis criteria, (2) classifying and categorizing the data into categories of lexical features, and (3) interpreting the functions and the target audiences in laptop advertisement slogans. In this study, the researchers found 7 kinds of lexical features in laptop slogans. 2 slogans containing monosyllabic verbs, 1 slogan containing weasel word, 7 slogans containing adjective words, 2 slogans containing noun words, 1 slogan containing comparative degree, 2 slogans containing superlative degree, 3 slogans containing coinage, and the last 2 slogans containing personal pronouns. The function of slogans is to represent the meaning of each word and to show how the meanings of the words in the slogans are connected to each other. Each slogan has its own meaning based on its target audience (individual and industrial consumers).

Keywords: Lexical Features, Advertisements, and Slogans.