Associative Meaning in the Original Slogan of Fast Food Advertisement

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