SKRIPSI Jurusan Sastra Inggris - Fakultas Sastra UM, 2017

Ukuran Huruf:  Kecil  Sedang  Besar


Qonita Nur Fithriyani




Fithriyani, QonitaNur. 2017. Sound Techniques and Figurative Languages of Food and Drink Commercial Break Taglines. Thesis, English Department, Faculty of Letters, UniversitasNegeri Malang. Advisors: (I) Dr. Suharyadi, M.Pd.; (II) Maria Hidayati, S.S., M.Pd.


Key Words: tagline, sound techniques, and figurative languages.

This study opens up the sound techniques and figurative languages found in American’s food and drink commercial break taglines which are aired throughout 2016. The aim of this study is the better comprehension of linguistic aspects especially sound techniques and figurative languages.

The study investigates the occurrences of sound techniques and figurative languages found in the collected data by utilizing descriptive-qualitative method. In this research, the researcher referred to theories of sound techniques and figurative languages of Skračić and Kosović’s (2016). The instrument of this study is the researcher herself assisted by several websites, dictionaries, and the screenshots of the advertisements.

Sixty six taglines were collected from the websites accessed by the researcher. Sound techniques and figurative languages were identified in 42 out of 66 taglines. Eighteen out of 42 data applied sound techniques while the other 24 taglines applied figurative languages. This study results in the five types of sound techniques that occurred in food and drink commercial break taglines which are consonance, assonance, alliteration, onomatopoeia, and rhythm. With 44% appearance of all time, assonance sits on the first rank. Sitting on the second rank, alliteration appeared five times out of 18 taglines, its rate is 28%. Next comes consonance and onomatopoeia which share the same percentage i.e. 11%. The least of the list is rhythm, its percentage is only 6%. Eight aspects of figurative language found in the taglines are metaphor, pun, homonymy, personification, hyperbole, synecdoche, antithesis, and polysemy. Hyperbole appeared often than the other types, whose rate is 20%. Pun, homonymy, personification, and antithesis share the same percentage which is 17%. The percentage of metaphor, synecdoche, and polysemy is 4%.


The conclusion of this study is the theories of prior similar studies are not universal since it do not entirely matches the result of the current study. The different media and object affect the universality of a theory. Linguistic teacher are suggested to apply this study in the teaching and learning process as a reference to enrich any English courses materials. Future researchers could use this study as a reference in conducting similar studies and are expected to investigate the taglines from other linguistic aspects.