English students' understanding on computer brand's slogan

Pratiwi, Nur Laili (2018) English students' understanding on computer brand's slogan. Diploma thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

The writer analyzes the interpretation of English Literature students of the computer brand’s slogan. The writer selectes 13 respondents to provide the necessary data. The writer focuses on the types of meaning in semantics and uses Leech's theory as the main theory. This research aims to find out how the students of English Literature interpret a meaning of slogan in the advertisment and how the students understand the meaning of slogan itself. The research question are what type of meaning do students understand of slogan and how do students understand the computer brand’s slogan. The theory which is used is the theory of types of meaning according to Geofrey Leech (1981) which consists of conceptual meanings, connotative meanings, social meanings, affective meanings, relfective meaning, collocative meaning and thematic meanings. Data is taken from an open-ended questionnaire of 13 respondents and analyzed data based on qualitative analysis. The result of the research shows that in the respondent understanding of slogan tend to understand 4 types of meaning such as, conceptual meaning, connotative meaning, affective meaning and thematic meanings. The conceptual meaning arises because the interpreation the word based on the real meaning of the slogan and defined in terms of synonymy, antonymy, or homonymy. The connotative meaning is expressed based on the meaning behind the original meaning, the affective meaning based on feelings and the thematic meanings based on particular emphasis. Type of meaning that most understand from all respondents are conceptual meaning and connotative meaning, 5 respondents tend to understand conceptual meaning, 4 respondents tend to understand connotative meaning and 4 respondents is balance to understand of both types. The writer concludes that in the understanding of slogan the student do unterstand the slogan based on the interpretation of conceptual and connotative meaning.

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