SYNTACTIC ANALYSIS ON THE SLOGAN OF YAMAHA MOTORCYCLE ON TELEVISION

1. Introduction

1.1. Background of Study

Communication is the process by which individuals exchange information and convey ideas (Owens, 1986). It is an active process requiring a sender who encodes or formulates a message. It also requires the ones who decodes or comprehends the message. Each partner must be alert to the needs of the other to ensure that message effectively conveyed and understood. People speak a language. He or she uses language as mean of communication other people. Moreover, people use language as a media to express their idea and wishes. People cannot communicate, cooperate, and send their idea with one another without language. There will be difficulties in expressing idea without language. We are societies who need communication to express ideas and emotions. Everyday, starting from opening eyes to closing eyes like or dislike, people are struck by advertisement. Advertisements are found everywhere, in newspapers, magazines, on streets, radio, brochures, and televisions. Almost each company uses these medium to increase the sales. From the media, television takes the highest rank. People are preferred to watch television than read newspapers. Televisions provide pictures, sound, movement and music (Fobey, 1997: 52-53). In Indonesia, TV advertisements improve each year. Thirteen years ago, we only had a TV channel, TVRI (Government television). Nowadays, there are 10 private televisions (ANTV, Indosiar, Trans TV, MNC TV, RCTI, SCTV, Global TV, TV One, Trans 7, Metro TV) and 4 local televisions (TV Borobudur, Semarang TV, Cakra TV, Pro TV). In this case, local televisions are not included in this research because there is a little advertisement. As the numbers of advertisement grow sharply, the competition among television becomes tighter. Advertisers present the viewers with various kinds of new advertisements. Certainly, producer competes to fill the messages of advertisements

beautifully. As a result, viewers are interested to the advertisements. Most of advertisements are performed in English. Here some examples of electronic/gadget advertisements: CROSS mobile phone (Its my pride), NOKIA (Connecting people), LG (Life is good), Panasonic (Ideas for life), Sony Ericsson (Make believe), etc. The researcher as an English Department student realizes the advertisements is good and interesting construction. It proves that English is used wider. Yet, advertisements as a means of communication between producers to consumers spread the information universally and unlimitedly. They are packed well and simply so that viewers or consumers easily remember the advertisement. The writer believes that the advertisers in communicating the message need to master the English grammar of the language used in the communication. Advertisers may interestingly to vary his/her phrases, or clause, or sentence in the advertisement he/ she using. He or she can manipulate the lexical and syntactical components to create interesting clause, phrase, or sentence so that it may attract people to buy this product. The writer is interested in the syntactical analysis on the slogan of selected product advertised on television, because it increases his knowledge about syntax. So, the writer decides to use motorcycle television advertisement as the research data due to the assumption that English language used on motorcycle television advertisements is easy to remember and interesting. For the reason above, the writer chooses Syntactic Analysis on The Slogans of Yamaha motorcycle on Television as a title of article.

1.2. Statement of The Problem