Functional stylistics in cigarette advertisements slogans

Cigarette advertisements have been a great controversy among the advertisers and the governments. As governments put warnings of the health hazard in the cigarette advertisements, the advertisers, thus, should create effective advertisements by using slogans. In order to create good slogans, the advertisers needs to use certain style that would make the slogans catchy, easy to understand, and easy to repeat (Kirkpatrick, 1964). Stylistics forms are used to serve this purpose, and the devices such as the sound pattern, lexical selection, and imagery are functioned in the slogans. As stylistics is the product of abstraction (Spencer, 1964:59), thus, the stylistics theory used are those by Wellek and Warren(1965), Short (1996), and Ullman ( 1973). For the related theories, this study uses the review of theories by Wells, Burnett and Moriarty (2000), Russel and Lane(l999), and by Kirkpatrick (1964) for the principles of slogans in advertisements. Qualitative approach is used in this study to describe the linguistics phenomenon in the cigarette advertisements slogans as it investigates the interesting part of the making process of the slogans as well as the slogans resulted from it. From the analysis of functional stylistics, the stylistics forms are used well in the slogans as they are influenced greatly by the style-forming factors, such as the application of principles of advertisements, language and slogans, and other factors discovered in the analysis, such as the use of appeals, the use of symbolic characters, and the claim of certain qualities of the cigarette.