Mood System of the Advertisement Slogans; A Comparison of Food and Cigarette Slogans

Abstract

This study described the mood system applied in food and cigarette slogan advertisement. The objectives of the study were (1) to describe the types of mood system applied in food and cigarette slogan, (2) to describe the use of slogans in food and cigarette advertisement. The design of the research was qualitative approach. The data of this research were consist of ten food and cigarette slogans advertisement which were written in English and published in television in year 2016 up to 2017. The analysis of the data used the following steps: firstly, watched advertisement from television, selected the slogan of food and cigarette advertisement which were published in English only then transcribing them on the paper, analyzed each slogan based on the Mood and Residue Element, described the function of slogan. The last, researcher drew the conclusion of this study. The result of data analysis show that there are four types of mood system found in food and cigarette slogans advertisement namely declarative, interrogative, imperative and exclamative mood. Declarative mood found in food and cigarette slogan functions to give brief information about the product offered Imperative mood found in cigarette slogan functions to ask the customer trying the product or ask the customer in this case is the man to act like how the man should be while imperative in food slogan functions to ask the customer to buy and try the product offered. Interrogative mood just found in food slogan and functions to challenge the customer whether or not they want to taste the product. Exclamative mood just found in cigarette slogan and functions to express emotion of launching new product