Slogans in Airlines Advertisement: A Semantics Study

Abstract

Slogan is an essential part in advertising a product or service. Airlines companies use
different types of slogans in promoting and representing the image of the airline. This article
investigates the types of slogan employed by the airline’s companies and the types of meaning
carried by the slogan. The research uses descriptive analysis method, which takes the steps of
collecting, categorizing, analyzing then drawing conclusion. The results show the dominant
types of slogan used is descriptive slogan (57%), the second is superlative (28,5%), and
finally, is imperative slogan (14,2%). Meanwhile, the type of meaning which are mostly
employed is affective meaning (57%), followed by collective meaning (28,5%) and the last is
conceptual meaning (14,2%).