skip to main content

An Analysis of Phonological Stylistic Repetition in Slogans of International Products Marketed in Indonesia

English Diploma Program, Vocational School, Universitas Sebelas Maret, Jl. Kolonel Sutarto 150K Jebres, Surakarta, Central Java, Indonesia 57126., Indonesia

Received: 13 Dec 2023; Published: 23 Aug 2024.
Open Access Copyright (c) 2024 PAROLE: Journal of Linguistics and Education under http://creativecommons.org/licenses/by-sa/4.0.

Citation Format:
Abstract
The slogan creation process has always been a scourge for product manufacturers since they need to make something that is concise while being able to catch the consumers’ attention. One of the most used methods in creating slogans is by utilizing stylistic linguistics. This paper focuses on phonological aspects of repetition used in slogans of international brands marketed in Indonesia, and compares both the original and the Indonesian versions of the slogans. Out of 432 slogans gathered, the analysis results revealed that the most used style in both languages is rhyming. On the other hand, the least used are epiphora and epizeuxis. The domination of rhyming style usage in both languages is influenced by cultural history, especially in literary artworks. Although rhyming dominates the type of stylistic used in creating slogans, the percentage of slogans using phonological stylistic repetitions is quite low. In the original version, the percentage of slogans using phonological stylistic repetition is only 17.13%. Meanwhile, the Indonesian counterpart only shows 17.82% of phonological stylistic repetition.
Fulltext View|Download
Keywords: Slogan; Phonology; Stylistic; Repetition; Indonesian; English
Funding: Universitas Sebelas Maret under contract No. 194.2/UN27.22/PT.01.03/2024

Article Metrics:

  1. Al-Jashami, R. A. (2009). The Use of Phonological Repetition in the Texts of English Proverbs. Journal of the College of Languages, Issue 20, 156-171. ISSN: 2047-9279. e-ISSN: 2520-3517
  2. Andriani, T. (2012). Pantun Dalam Kehidupan Melayu (Pendekatan historis dan antropologis). Sosial Budaya, Vol. 9, No 2 (2012). DOI: 10.24014/sb.v9i2.383
  3. Bougie, R., & Sekaran, U. (2019). Research methods for business: A skill building approach. John Wiley & Sons
  4. Hodges, B., Estes, Z., & Warren, C. (2023). Intel Inside: The Linguistic Properties of Effective Slogans. Journal of Consumer Research. DOI: 10.1093/jcr/ucad034
  5. Lowrey, T. M., & Shrum, L. J. (2007). Phonetic Symbolism and Brand Name Preference. Journal of Consumer Research, 34(3), 406-414. DOI: 10.1086/518530
  6. Luelsdorff, P. A. (1968). Repetition and Rhyme in Generative Phonology. Linguistics, 6(44), 75–89. DOI: 10.1515/Ling.1968.6.44.75
  7. Miller, D. W., & Toman, M. (2015). An Analysis of the Syntactic Complexity in Service Corporation Brand Slogans. Services Marketing Quarterly, 36(1), 37-50. DOI: 10.1080/15332969.2015.976520
  8. Musté, P., Stuart K. & Botella, A. (2015). Linguistic Choice in a Corpus of Brand Slogans: Repetition or Variation. Procedia - Social and Behavioral Sciences, 198, 350-358 DOI: 10.1016/j.sbspro.2015.07.454
  9. Ufot, B. G. (2013). Phonology and Stylistics: A Phonaesthetic Study of Gray’s ‘Elegy Written in a Country Churchyard’. English Linguistic Research, 2(2), 110-125. DOI: 10.5430/elr.v2n2p110
  10. Wales, K. (2011). A dictionary of stylistics. Harlow: Pearson Longman
  11. (2020, November 23). 10 Jenis Rokok di Indonesia, Perhatikan Perbedaannya. Merdeka.com. Retrieved June 17, 2023, from https://www.merdeka.com/jabar/10-jenis-rokok-di-indonesia-perhatikan-perbedaannya-kln.html

Last update:

No citation recorded.

Last update: 2024-10-06 19:15:44

No citation recorded.