FUNCTIONAL INTERPRETATION OF SLOGAN IN ADVERTISEMENT BILLBOARD

The objectives of this study are to find out the functional interpretation which used in the Medan advertisement billboard, the realization of advertisement slogan in linguistics form, and the reason of using more picture in the advertisement. It is a descriptive qualitative research design. The data of this research are the advertisement billboard which is located in the surrounding of Capital Medan. From the finding, it is concluded that all the advertisement dominantly are covered by the material process (64.93%) which means the advertisement showing the physical activity in realization, as advertisement that is selling things/services, modal of certainty dominantly shows in all the advertisement reach 64.29% which means the advertisement persuades the customers to buy without making any doubt. Meanwhile, the advertisement uses topical theme, marked and unmarked theme as showing their products/services. And to make the customers easier to understand the purposes of the advertisement the advertisement creator chooses constant theme pattern in the advertisement. In addition, the advertisement creator shows that the advertisement billboard uses more picture than verbal coding because it is easier to spread ideas and get attention using picture, and the verbal coding make the customers understand to identify and remember the product.