The Meaning in English Airplane Company Slogans : Semantic Studies

Abstract

The aims of this study were to find out the types of meaning, and advertising objectives in airplane company slogans. Based on the research phenomenon, public does not understand the meaning of the message of the English slogan of the airline company as an advertising medium for the public. This research was conducted by using descriptive qualitative design. The data consisted of 42 airplane company which operated in Indonesia. The data were analysed by using the seven types of meaning theory by G. Leech (1981) and advertising objective theory by (Kotler, Philip&Keller, Kevin Lane : 2009). The data were divided into Seven Types of meaning, they were Conceptual meaning, Connotative meaning, Social meaning, Affective meaning, Reflected meaning, Collocative meaning, and Thematic meaning. The data were also analysed by using advertising objective, they were to inform, to persuade, and to remind. The final results of analyzing the activities of 42 English slogans of airplane company slogans operating in Indonesia were found using Thematic meaning.The main theme that is usually carried is usually always related to safety, so it's not surprising that there are many words of "safety" that are the focus and emphasis in their slogans. Some other airplane company try to say in their slogan that the company is better, more friendly, warmer in terms of comfort in traveling using their airplane company.The final result of the analysis of 42 English slogans of airplane company operating in Indonesia that the researcher found that the company's goal of advertising slogans were to inform customers.