Syntactic And Semantic Analysis On Slogans Of Aviation Companies In Asean Countries
DOI:
https://doi.org/10.00000/ijlcl.v2i1.34Keywords:
slogan, syntactic level, word, phrase, clause, literal meaning, semi-idiomatic meaning, idiomatic meaning, aviation, ASEANAbstract
This study is entitled Syntactic and Semantic Analysis on Slogans of Aviation Companies in ASEAN Countries based on 30 data. The aim of this study is to analyze and describe slogans of aviation companies in ASEAN countries syntactically and semantically. The method applied is a descriptive analysis method. Data sources are collected from official websites of various aviation companies in ASEAN countries and Wikipedia, which provides airline profiles in tabular form. The syntactic theories adopted are from O'Grady (1993), Kies (1995), and Azar (2002), while semantic theories are from Downing (2006) and Hurford (2007). The findings reveal three syntactic levels: word, phrase, and clause, with noun phrase being the most dominant form at the phrase level. Semantically, slogans are classified into three categories: literal meaning, semi-idiomatic meaning, and idiomatic meaning. The dominant semantic type found is semi-idiomatic meaning, consistent with the communicative purpose of airline slogans which aim to be both persuasive and comprehensible to target consumers.
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