COMMUNICATIVE FUNCTIONS AND THE MEANINGS OF SLOGANS IN PUBLIC SERVICE ADVERTISEMENTS

This research aims at describing the communicative functions and the meaning of Slogans in Public Service Advertisements (PSA). This is a descriptive-qualitative research. The data derived from 20 PSA videos downloaded from Youtube. Then, they are collected through document analysis and analyzed with content analysis. There are only four types of meaning stated by Leech (1985) e.i 12 slogans with conceptual meanings, 7 slogans with connotative meanings, 7 slogans with affective meanings and 1 slogan with social meanings. Based on the Illocutionary acts, some communicative functions found in PSA slogans are 1) to invite society to do something, 2) to inform people, 3) to report or to state something important, 4) to express emotion, and 5) to convince people doing something in the future.


INTRODUCTION
In communication, people will use different ways in speaking directly by using media such as through telephone, letter, internet, slogan, poems, song lyrics, etc.
They can be everywhere and anywhere in people's life. People will be easier to catch the meaning or intention of something from those media.
A slogan is any form of business branding plan which involves the creation (Rueb, 2016:5). It is one of the basic elements necessary in building an effective brand campaign.
A slogan typically consists of a short sentence or a phrase that serve to reinforce the business name or logo. They are frequently used with a main trade mark or house mark to create a positive sentiment, aura or cachet to be associated with that brand of goods or services. Slogan is found in different kinds of advertisements. It is made uniquely and creatively because the function is to attract people. Commercial organizations spend a lot of effort and money on naming products, devising slogans, and creating messages that will be meaningful to the buying public (Kreidler, 1998:2). Advertisement slogans are commercial tools to promote something. Therefore, the language has to be simple, attractive and economic (Noor, Mustafa, Muhabat &Kazemian, 2015:8).
The Address term baby means an intimate term to call someone with close relationship.
This advertisement strategy is to make the audience who see feel closer to the product and wish to buy.
This advertisement has a purpose on issues that impact society on a larger scale, such as family planning, national integration, polio eradication, pollution control, smoking, alcohol, safety, other health diseases (Manickavelan, n.d.). In addition, Public service advertising is using the techniques of commercial advertising for non-commercial purposes (Suresh & Srinivasan, 2008:1). It is mainly used as a tool to promote social welfare.  (Paul, 2011;Siuyi, 2006) through words, images, and symbols, (Farwell, 2012

RESEARCH METHOD
The study was a descriptive study.
Descriptive study involves gathering data that describe events and then organizes, tabulates, depicts, and describes the data collection (Glass & Hopkins, 1984:285

FINDINGS AND DISCUSSION
This section presents the results and the discussion of the research. The first finding is the types of PSA slogans meaning and the second is the types of communicative function of PSA slogans in illocutionary acts.

The meaning of PSA Slogans
According to Leech (1985:9), there are seven types of the language meaning, namely, conceptual meaning, connotative meaning, social meaning, affective meaning, reflected meaning, collocative meaning, and thematic meaning. The connotative meanings were the communicative value an expression has by virtue of what it refers to, over and above its purely conceptual content (Leech, 1985:12 The slogan in a there is a word predator that means animal who prey for another animal such as lion, tiger, wolf, etc.
In the slogan predator is used to refer a criminal who after children through the internet such as social media and email. Inching means get closer and so close. It means if we do not exercise people will grow fat and fatter that will cause many diseases. The slogan asks people to prevent obesity caused by junk food and life without exercising. Therefore, bad health must be avoiding through good life habit.
The third is affective meaning relates to consideration of how language reflects the personal feelings of the speaker, including his attitude to the listener or his attitude to something he is talking about (Leech, 1985:15). It means the slogan have to reflect the personal emotion that contain the messages which have to be stated or informed to audience or society. who see a bullying at school to her friend.
The narrator stated this slogan to state and emphasize that everybody can see bullying but they just keep silent. It is emotional enough to say that the victim of bullying needed to be protected.

In a beauty PSA, there is
Remember-Nobody's perfect that contain the message about the beauty of women.
The word remember is strong stated to emphasize that women must always remember and bless that human is born with beauty. And also to remind that human is not God that nobody is perfect.
In a safety PSA, there slogan there is a safe life which is emotionally stated to audience to remind people for not become busy and must remember the people at home. Safe life means some people or family member that waiting for another member to come home safely that will gather with the family. It is a reminder to people don't get too busy.
The last slogan contains social meaning, namely, It helped us, make it up PA!. The slogan has social meaning because the language conveys about the social circumstances of its use (Leech, 1985: 14 Expressive act is the least found in PSA slogans based on the data analysis. As Yule (2006) state that expressive act contains the expression of emotion such as pain, joy, sorrow, pleasure. Only one slogan that express the emotion namely: 'Online predators know how they're doing, do you?' This slogan was stated by a girl who worried and cared so much about other girls at her age who are being preyed by online predators. Her utterance shows the emotion that she was feeling.

CONCLUSION
In summary, Slogan in Public service advertisement (PSA) has different meaning in the form of its expression. We need to describe the speech acts in slogan in order to know what the meaning is delivered to the audience. The finding from this research, there are 12 slogans with conceptual meanings, 7 slogans with connotative meanings, 7 slogans with affective meanings and 1 slogan with social meanings. Most of slogan in this research is conceptual meaning which has the real meaning without any second meaning. So, the meaning can be understood by the audience from its denotation. Great advertising must be memorable, state a mission, predictable, effective and long lasting for the audience. Slogan is not just a tagline but it must attract the audience believe of the product so it can give a good feeling to the audience.