Advertising is very familiar thing in this modern era. Years ago, it might be difficult to find many publications of advertisement in any media such as newspaper, magazine, or even in television or radio. But nowadays, we can see it everywhere and easily especially in television as a visual image of an advertisement. It is also very familiar to see many kinds of banner along the road. Indeed, advertising, whether print, broadcast, or any other type, is part of our everyday lives. As we know, advertising is a form of communication for marketing and used to encourage, persuade, or manipulate any audience (viewers, readers, or listeners; sometimes a specific group) to continue or take some new action (Wikipedia).
Although advertising is all around us, we do not often think about its nature as a form of discourse, as a system of language use whereby, on a daily basis, huge numbers of readers fleeting conversations" with the writers of countless texts (Goddard, 1998: 5). The communication aspects of language use in advertising can be analyzed as the connection to discourse. It focuses on the advertising text which is the most influential discourse in this century. Some advertisements which only emphasize on the such good thing of the product seems to have more powerful advertising text. One of them is smoke advertising in Indonesia's media. Smoke advertising is a controversial aspect of the modern marketing industry, due to the high health risks. Many researches have shown an increased risk of cancer, which has been established to be present with tobacco products. However, the company will not just give up on such things. They tried to advertise its smoking product as interesting as possible using some kinds of words which have the opposite function as its real effect. The discourse draws on various linguistic (particularly rhetorical and cognitive pragmatic) theories.
[...] The discourse draws on various linguistic (particularly rhetorical and cognitive pragmatic) theories. This project also analyzes the speech acts performed by utterances in the smoking ads. According to Huang (2007), assertive is “those kinds of speech act that commit the speaker to the truth of the expressed proposition, and thus carry a truth-value. They express the speaker's belief” (Huang p. 106). The examples are “asserting, claiming, concluding, reporting, and stating” (Huang p. 106) RHETORICAL FIGURE IN SMOKING ADS SLOGANS The irony things which are shown in this kind of advertising text of smoking seem to have rhetorical figure. [...]
[...] The power of such kind of positive idea on those slogans has positive impact also in people's cognitive process. Imagine if the slogans consist of its factual effect, people will process the information and accept it difficult. And the ending notice of the smoking advertisements will be less meaningful. The social view is also changed due to the positive slogans value. The society has become more familiar with those slogans so that people take it easy. People then believe that smoking is no more dangerous. [...]
[...] Intelektualitas dalam iklan rokok. Accesed on October from http://merlynacamelia.wordpress.com/2010/03/31/intertekstualitas-dalam- iklan-rokok/ - Sutarso, Yudi (2007). Rokok dan perda. Accessed on October from http://ysutarso.wordpress.com/2007/09/27/mp-rokok-dan-perda-ktr/ - Eka Prawira, Aditya (2013). Iklan Rokok Cuci Otak Anak Merokok Itu Keren. Accessed on October from http://health.liputan6.com/read/499961/iklan-rokok-cuci-otak-anak- merokok-itu-keren - Yahya, lutfi (2012). Dilematis Geliat Industri Rokok di Negeri Ini. Accessed on October from http://luthfi- yahya.blog.ugm.ac.id/2012/03/07/dilematis-geliat-industri-rokok-di- negeri-ini/ - Wikipedia. Advertising. [...]
[...] SURYA 12 Selera pemberani 6. SURYA 16 Pria punya selera 7. L.A. Enjoy aja ! 8. SAMPOERNA HIJAU Ga ada loe ga rame All of them are having rhetorical figure While the all above slogans are in the form of positive things, an irony is shown when it comes to the end of the ads. It is stated “MEROKOK DAPAT MENYEBABKAN KANKER, SERANGAN JANTUNG, IMPOTENSI, DAN GANGGUAN KEHAMILAN DAN JANIN.” This statement is actually the risks of smoking. It is (opposite) with the positive slogans which is always shown SPEECH ACT IN SMOKING ADS SLOGANS In The and are example of assertive. [...]
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