Abstract:
This study deals with associative meaning in the original slogan of fast food
advertisement. The aims of this study were (1) to figure out the kinds of
associative meaning in the original slogan of fast food advertisement and (2) to
describe the associative meaning in the original slogan of fast food advertisement.
The technique used in this study was a library research, and was conducted at the
library UMSU at Jalan Muchtar Basri No. 3 Medan by using descriptive
qualitative method. The data of this study was taken from slogan of twelve fast
food restaurants where in restaurant there was being more than one slogan, finally
there were 25 slogans finally obtained into the data to be analyzed related with the
associative meaning. After being analyzed and based on the Leech theory. The
result showed that there were 5 types of associative meaning found in slogan of
fast food advertisement and the used of connotative meaning very worked well in
the used of the slogan. The used of Stylistic meaning was very influential of social
circumstance of language use in the slogan. The used of affective meaning was
very worked well in the slogan. The language used in the affective meaning was
to express personal feelings or attitudes to the listener. In the slogan, reflected
meaning can influent the readers with their language, so that the reader feel the
same way corresponding to the slogan. The used of collocative meaning in the
slogan resulted from the seller creation which make a word play which to state the
meaning of word change as its real meaning because its use in other context. By
using associative meaning in the original slogan of fast food advertisement in
twenty five slogans, the seller successful to attract attention and interest the
consumers, so that the consumers feel to eat their food
