THE CONCEPTUAL MEANING IN A BANNER
The meaning of words in a language is related to their referents in the real world. At above words there are eleven words which will be elaborated each of its referent: LIFE, APPLE,WAS, MUCH, EASIER, WHEN, APPLE, AND, BLACKBERRY, WERE, JUST and FRUITS. Those words can be described as follows:
At first there is a word of “Life”. This word as the part of message of that slogan is given by human being aimed at the same kind of creature. So, the word “Life” in this case refers to the life of human being in living their daily life. Then it is stated that “Life was much easier” which means that human life in the past time was assumed as “lesser difficulty or “much easier”. The life of human being will be predictably easier if “Apple and Blacberry were just fruits”. In this context the communicator try to propose a problem by delivering a direct comparison between the entity of Apple and Blackberry as the real fresh fruits and Apple and Blackberry as modern technological gadget findings.
In addition, the word “Apple” denotatively refers to a round fruit with firm juice flesh a skin that is green, red and yellow when the fruit is ripe. In addition, in the context of modern era the word “Apple” refer to the Steve job’s famous brand of computer and electronic gadget like iMac, iPod, iPhone and iPad. People around the world mostly youngsters in urban area will have this famous brand in mind when they hear someone saying the word “Apple”.
Besides that the word “BlackBerry” denotatively refers to the small berry which when it ripe, it grows wild on bushes. Similar to the case of the modern context of the word “Apple”, this word associate to the company of RIM issued this famous product all over the world.
The most interesting thing from that slogan is the hidden or implicit effort of the communicator of this slogan to say how hard the competition companies which want to promote their product brands and how the use of sophisticated gadget of famous brand will also create competition of the pride in social and cultural status. Most teenagers will be happy and feel proud if the can buy and use both famous technological gadgets. They will ready to stand in line to buy the newest release of Apple and Blackberry as their favorite products.
The communicator of the slogan has been successfully proposes the idea of the hard battle of rivalry among the fans of the product of Apple and BlackBerry. Before the existence of both new reference, they were just fruits as a part of a tree or plant that is used as food like bananas, grapes or apples.