The Meaning Of The Use Adidas Slogans : A Semantics Study

Abstract

In this study, the researcher examines the types of meaning and explains the meaning of Adidas product slogans using semantic studies and based on Geoffrey Leech's theory, he divides the types of meaning into seven types, namely conceptual, connotative, stylistic, affective, reflective, collocative and thematic. The researcher analyzed the meaning of the slogan using a descriptive qualitative method with tables and the arrangement of categories of meaning types. The data analyzed were taken from two sources, namely the Adidas Official Web and the Internet. In the final result, the researcher concluded that from the Adidas slogan data, only two types of meaning were found, namely conceptual and connotative. There are 11 types of conceptual meaning and 7 types of connotative meaning. The final result shows that the conceptual type is often used in Adidas slogans.Key Word : , Meaning, Slogans, Adidas, Semantic