Slogan Syntactic Patterns of Suzuki Car Advertisement in Conventional Vs Digital Era: A Comparative Study

Abstract

_{The rapid development of technology and digital media has transformed communication patterns and corporate promotional strategies, including the linguistic forms used in advertising. This study examines how the shift from conventional to digital media influences the syntactic structures of Suzuki’s advertising slogans. The purpose of this research is to analyze and compare the syntactic patterns found in Suzuki car slogans across the conventional and digital eras, and to identify the resulting changes in sentence form and function. This study employs a qualitative descriptive approach with a syntactic analysis method. The data consist of 40 Suzuki advertising slogans, 19 from the conventional era and 21 from the digital era, collected through documentation techniques as presented by Apriliyani (2023) from print media, television, and Suzuki’s official digital platforms. The analysis includes the identification, classification, and comparison of inter-clause relationship patterns (hypotactic and paratactic) and sentence forms (declarative, imperative, exclamatory, and interrogative). The findings reveal that conventional-era slogans predominantly exhibit hypotactic patterns with longer and more informative sentence structures. In contrast, digital-era slogans tend to employ concise and communicative paratactic patterns. The digital era also shows an increased use of imperative forms, indicating a shift toward more interactive and participatory communication strategies.}