Vaguness In Coca-Cola Advertising Slogans

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Mutmainah, Siti (2020) Vaguness In Coca-Cola Advertising Slogans. Undergraduate thesis, UIN Sunan Ampel Surabaya.

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Abstract

This thesis discussed the vagueness in Coca-Cola advertising slogans. The researcher used the theory of vagueness by Nicholas J.J. Smith and the theory of associative meaning by Geoffrey Leech. This research aims to identify the characteristics of vagueness in the advertising slogans. This research also interpreted the meaning of vagueness used the theory of associative meaning to understand the clear meaning behind the vague words or phrases contained in the advertising slogans. Therefore, two research questions answered in this study, such as (1) The characteristics of vagueness in Coca-Cola advertising slogans. (2) The meaning constructed by vagueness in Coca-Cola advertising slogans. The methodology used in this research is descriptive-qualitative methodology. By this methodology, the researcher identified the characteristics of vagueness and interpreted the meaning of vagueness related to all words and pictures in the advertising slogans. Then, the researcher identified the types of associative meaning based on the analysis. Before analyzing, the researcher collected the advertising slogans pictures from some official websites of Coca-Cola. The researcher underlined all vague words in every data then started to analyze the data. As the result, all characteristics of vagueness are found in the slogans and all types of associative meaning are applied in the slogans. Such as the word the feeling, smile, the great taste, real, go better, sign, life, Cool, things, the real thing, good, refreshed, and etc. In every slogan, there was found one or two vague word or phrase. They built imprecise meaning and caused vagueness.