THE USE OF SWEAR WORDS IN COMMERCIAL BRANDS

Santoso, Nina Shelia (2019) THE USE OF SWEAR WORDS IN COMMERCIAL BRANDS. Other thesis, UNIKA SOEGIJAPRANATA SEMARANG.

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Abstract

Swear word is a part of the casual language in Sociolinguistics which usually deals with negativity and dirty words. However, it has been found out that some brands break marketing rules by employing this linguistic expression to draw customers’ attention. This study analyzes the types and functions of swear words in a brand by using a theoretical framework from Swan (2005) and Mortimer (2007). The researcher used a qualitative method to gather and analyze those swear words in brands. The result of this study showed that those swear words in brands can be categorized based on their types and functions, and it also showed that all of the target customers are from teenagers to adults. The finding suggests that the major employed type of those brands is sexual activity type with 21 samples (48%) while the major employed function is shock with total 14 samples (32%). Keywords: swear word, brand.

Item Type: Thesis (Other)
Subjects: > 650 Management > 659 Advertising and public relations > Brands
Divisions: Faculty of Language and Art > Department of English Literature
Depositing User: Mr Lucius Oentoeng
Date Deposited: 03 Dec 2019 08:44
Last Modified: 03 Dec 2019 08:44
URI: http://repository.unika.ac.id/id/eprint/20542

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