Language Center of UPI, Bandung 19 – 20 August 2015 26 LEXICAL ANALYSIS ON INDONESIAN UNIVERSITIES SLOGAN Anita Dwi Hapsari UNISDA Language Center, Universitas Islam Darul Ulum, Lamongan, Indonesia anitadwihapsari@gmail.com Abstract Communication as the main function of language is divided into verbal communication and non-verbal communication. Promotion of a university through their brand is an example of non-verbal communication. Along with it, brand is becoming more popular in academic settings, in order to generate the icon of the university to public. A brand is conceptually equivalent to a slogan or motto statement. Slogan as memorable motto is used to provoke the consumer to remember their product or their purpose. Slogan shows the characteristics of the product since it becomes the original identity of product’s image. This study is specified on the analysis of lexical features, as a part of stylistics, of language on universities slogan in Indonesia. Lexis is used as a more general technical term for vocabulary or diction (Wales, 1995: 275). This study had two aims, i.e.: what types of lexis are used by Indonesian universities and how the lexis are used on Indonesian universities slogan. The writer took some universities slogans from internet as sources of data. Then, the data are analyzed in the form of words or descriptively. It is found that there were Articles, Prepositions, Conjunctions, Pronouns and To be as the lexis used in the slogans. The ways they are used are vary from one and another. Keywords: Brand, University Slogan, Lexis 1. INTRODUCTION Language in its use tends to take various forms depending on the context of situation. In line with those statement, one of the obvious ways of thinking about language is as a systematic way of combining smaler units into larger units for the purpose of communication (Thomas and Wareing, 2005:5). Therefore, the most important function of language is as a communication media. Communication as a means transmission of ideas, thoughts or feelings is in two major categories-the verbal and non-verbal (Sharndama and Mohammed, 2013: 60). The example of non-verbal communication is a university promote their vision and mission through the university brand. Brand are becoming more popular in academic settings, in order to generate the icon of the university to public. At its most basic, the goal of branding is to get the institution included in the choice set. A brand or known as tag-line operationally defined for this research is conceptually equivalent to a slogan, motto statement, saying, credo, catch-phrase, axiom, of operating philosophy that is in use within and beyond the university’s wall (McKnight and Paugh, 1999: 50). It is not uncommon for universities to develop and market their “brand”. Slogan itself is a memorable motto or phrase used in a political, commercial, religious and other context as a repetitive expression of an idea or purpose (Khulel, 2012: 3). Advertising slogans take on more important role as the most effective means of drawing attention to one or more aspects of a product, as the media to provoke the consumer to remember their product or their purpose and as the original identity of product’s image. Concerning those statements above, the researcher tried to analyze university slogan through linguistic stylistic (stylolinguistic). Stylistics, on the other hand, is the branch of general linguistics that focuses on style ( i.e. the manner of a speaker's or writer's linguistic expression), particularly in works of literature (Allan B. et al: as quoted by Yeibo, 2011:197). This study is specified on the lexical analysis of stylistic feature of language on university slogan in Indonesia. This study had two aims, i.e.: what types of lexis are used by Indonesian universities and how the lexis are used on Indonesian universities slogan. Then, the researcher was interested in Indonesian best universities based on Indonesian Ranking Web of Universities, especially the universities which include in the best 50. The data were taken on July 11 th 2014 at http://www.webometrics.info/en/asia/indonesia. Since university slogan has a primary goal of matching an institution’s philosophy and culture with the potential student-customer. Though the slogan is made by different universities, but actually the slogans have general characteristics and meaning that is promotes their universities. 2. THEORETICAL REVIEW 2.1 Stylistics In the general sense, style refers to the way something is made or done. Style in language can be seen as variation in language use, whether literary or non-literary (Wales, 1995: 436). Some scholars see stylistics as a branch of linguistics that studies style, which defines different styles. At its simplest, style refers to the manner of expression in writing or speaking (Wales, 1995: 435). Kamil on the view that Stylistics can be by and large described as the study of style of language usage in different contexts, either linguistic, or situational (as quoted by Sharndarma and Mohammed, 2013: 63). More specific, stylistics is the study of the devices in languages such as rhetorical terms and syntactical devices that are taken to produce expressive or literary style (Bilal and Cheema, 2012:26). According to Short and Leech (2007:11) stylistics is the (linguistic) study of style, is rarely undertaken for its own sake, simply as an exercise in describing what use is made of language. They also said that the major aim of studying the stylistics is to explore the meanings and understand the linguistic features of the text. From those definitions above, the researcher conclude that stylistics as a branch of linguistics therefore analyzes how speakers or writers created spoken and written text as well as how effect is made or achieved.