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Library's collection Library's IT development CancelThis Study is about semantic deviations and perceived meaning found in
Apple Inc. The Writer used several theories, such as stylistics, semantic deviations
(paradox, hyperbole, alliteration, and abbreviation), pragmatics and discourse to
help her reconstruct the meanings of Apple Inc. Advertisement slogans. In
conducting this research, the writer uses both qualitative and quantitative
approach since in this study she focuses on the process and the product. The
Writer also distributed questionnaires to 10 respondents, whose criteria are English
Department students and accustomed to Apple’s product. From the analysis, the
writer finds that semantic deviations can be found in all of ten slogans and the
most frequently semantic deviations occurs is paradox, because paradox leaves a
striking impression and can easily be remembered. In addition, most of the readers
are able to capture the perceived meaning and only some of the readers are not
able because the interpretation varies from one to one depending on the degree of
language proficiency and ability to interpret. In conclusion, some devices, such as
semantics deviations) are needed to grasp the meaning of advertisements slogan.
Hopefully, this present study can be useful in giving an insight about perceived
meaning in advertisement slogans.