DECEMBER 2021

VOlUME 04 ISSUE 12 DECEMBER 2021
The Discourse of Brand Slogans of the Best 100 Universities in Asia 2019: ASystemic Functional Grammar Analysis
1Sigit Ricahyono, 2Lusia Kristiasih Dwi Purnomosasi, 3Aglis Andhita Hatmawan,4Ridho Dewantoro
1Department of Indonesian Language and Literature Education, Graduate Program, Universitas PGRI Madiun, Jalan AURI No.14-16, Madiun 63118, East Java, Indonesia
2Department of TESOL, Faculty Teacher Training and Education, Universitas PGRI Madiun, Jalan Setiabudi No.85, Madiun 63118, East Java, Indonesia
3Department of Management, Faculty of Economics and Business, Universitas PGRI Madiun, Jalan Setiabudi No.85, Madiun 63118, East Java, Indonesia
4Department of TESOL, Faculty Teacher Training and Education, Universitas PGRI Madiun, Jalan Setiabudi No.85, Madiun 63118, East Java, Indonesia
DOI : https://doi.org/10.47191/ijsshr/v4-i12-70

Google Scholar Download Pdf
ABSTRACT

Brand slogan as a part of branding plays a defining role for universities to win fierce competition. It creates emotional bonding and memorability in the mind of potential students and stake-holders. This study investigates words choice and word arrangement used in brand slogans of 100 best universities in Asia 2019 by making use of the Systemic Functional Grammar’s Experiential Metafunction. Results indicate that words most preferred for their brand slogans are patterned and are circled around: “Truth” (4/11%), “Integrity, “sincerity” (each 3/8%), and “Act”, “creating”, “creative”, “diligence”, “excellence”, “global”, and “justice” (each 2/6%); Verb (12/48%), Noun (11/44%), Adjective (1/4%), Prepositional phrase (1/4%). They are structured in Structures of Modification (10/40%), Structures of Complementation (9/36%), word (5/20%), and Structures of Predication (1/4%).

KEYWORDS:

brand slogan, discourse, Systemic Functional Grammar, best universities in Asia

REFERENCES

1) “A new study found a promising link between the number of universities in a country and GDP, Business Insider - Business Insider Singapore.” [Online]. Available: https://www.businessinsider.sg/link-between-universities-in-a-country-and-gdp2016-8/?r=US&IR=T. [Accessed: 29-Nov-2019).

2) “World University Rankings,” Times Higher Education (THE), Sep. 26, 2018. https://www.timeshighereducation.com/world-university-rankings/2019/world-ranking (accessed Jul. 15, 2019).

3) “Internationally mobile students head for Asia,” University World News. https://www.universityworldnews.com/post.php?story=20140131102318847 (accessed Jul. 16, 2019).

4) "Up and down the table: Growth trends across major international study destinations,” ICEF Monitor - Market intelligence for international student recruitment, Aug. 29, 2018. https://monitor.icef.com/2018/08/up-and-down-the-table-growth trends-across-major-international-study-destinations/ (accessed Jul. 16, 2019).

5) S. L. Myers, J. Wu, and C. Fu, “China’s Looming Crisis: A Shrinking Population,” The New York Times, Jan. 17, 2019.

6) “Asia’s worst aging fears begin to come true,” Nikkei Asian Review. https://asia.nikkei.com/Spotlight/Asia-Insight/Asia-s worst-aging-fears-begin-to-come-true (accessed Jul. 15, 2019).

7) “Asia-Pacific steps up ambitions to attract more international students | Studyportals.” https://www.studyportals.com/blog/asia-pacific-ambitions-attract-international-students/ (accessed Jul. 15, 2019).

8) Á. Papp-Váry and M. Farkas, “A Categorization of City Slogans Drawing on Examples from Hungarian Cities,” J. Media Res., vol. 11, no. 1, pp. 20–41, Mar. 2018, doi: 10.24193/jmr.30.2.

9) B. Zeybek and D. G. Ünlü, “A view on countries’ tourism logos, slogans, contents and figural characteristics within the concept of country identity,” Valstyb. TAPATYBĖS Apžv. REMIANTIS Tur. LOGOTIPAIS Eur. ŠALIŲ Tyrimas, pp. 26– 41, Jul. 2016, doi: 10.15388/Im.2016.76.10380.

10) N. Galí, R. Camprubí, and J. A. Donaire, “Analysing tourism slogans in top tourism destinations,” J. Destin. Mark. Manag., vol. 6, no. 3, pp. 243–251, Sep. 2017, doi: 10.1016/j.jdmm.2016.04.004.

11) V. A. Mityagina and I. G. Sidorova, “Brand Slogan of Region: Valuable Aspect of Place Marketing,” SHS Web Conf., vol. 50, p. 01112, 2018, doi: 10.1051/shsconf/20185001112.

12) Gina Pipoli de Azambuja, “Influence of country brand slogan and logo in country positioning,” J. Bus., no. 2, p. 98, 2015.

13) P. Musté, K. Stuart, and A. Botella, “Linguistic Choice in a Corpus of Brand Slogans: Repetition or Variation,” Procedia - Soc. Behav. Sci., vol. 198, pp. 350–358, Jul. 2015, doi: 10.1016/j.sbspro.2015.07.454.

14) D. W. Miller and M. Toman, “An analysis of rhetorical figures and other linguistic devices in corporation brand slogans,” J. Mark. Commun., vol. 22, no. 5, pp. 474–493, Oct. 2016, doi: 10.1080/13527266.2014.917331.

15) M. Dass, C. Kohli, P. Kumar, and S. Thomas, “A study of the antecedents of slogan liking,” J. Bus. Res., vol. 67, no. 12, pp. 2504–2511, Dec. 2014, doi: 10.1016/j.jbusres.2014.05.004.

16) “Can Vague Brand Slogans Promote Desirable Consumer Responses?,” J. Prod. Brand Manag., vol. 23, no. 4/5, p. 1, Jun. 2014.

17) C. Kohli, L. Leuthesser, and R. Suri, “Got slogan? Guidelines for creating effective slogans,” Bus. Horiz., vol. 50, no. 5, pp. 415–422, Jan. 2007, doi: 10.1016/j.bushor.2007.05.002.

18) “Best universities in Asia,” Times Higher Education (THE), May 01, 2019. https://www.timeshighereducation.com/student/best-universities/best-universities-asia (accessed Jul. 12, 2019).

19) K. Krippendorff, Content Analysis: An Introduction to Its Methodology. SAGE Publications, 2018.

20) “A semiotic study of regional branding reflected in the slogans of Korean regions: Social Semiotics: Vol 28, No 2.” https://www.tandfonline.com/doi/full/10.1080/10350330.2017.1292628 (accessed Aug. 12, 2020).

21) “An Analysis of the Syntactic Complexity in Service Corporation Brand Slogans: Services Marketing Quarterly: Vol 36, No 1.” https://www.tandfonline.com/doi/full/10.1080/15332969.2015.976520 (accessed Aug. 12, 2020).

22) S. D. Bradley and R. Meeds, “Surface-structure transformations and advertising slogans: The case for moderate syntactic complexity,” Psychol. Mark., vol. 19, no. 7–8, pp. 595–619, 2002, doi: 10.1002/mar.10027.

23) B. Hendriks, F. van Meurs, and C. Poos, “Effects of Difficult and Easy English Slogans in Advertising for Dutch Consumers,” J. Curr. Issues Res. Advert., vol. 38, no. 2, pp. 184–196, Jul. 2017, doi: 10.1080/10641734.2017.1291384.

24) M. Lever and R. Abbas, “Albania (Go Your Own Way!) to Zimbabwe (A World of Wonders): A rhetorical analysis of the world’s country tourism slogans,” J. Vacat. Mark., vol. 25, no. 3, pp. 320–333, Jul. 2019, doi: 10.1177/1356766718778878

VOlUME 04 ISSUE 12 DECEMBER 2021

Indexed In

Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar