This qualitative study aims to determine the types of figurative expressions and functions used in cosmetic advertisements advertised on Indonesian television. The words used are very unique and creative in the slogan, especially the use of figure of speech or diction. There are many meanings to the figure of speech contained in any cosmetic commercial on television.
Based on the background of the study, the researcher will focus on analyzing the speech in the cosmetic advertisements shown on TV, especially cosmetics that are used on the face, which is limited to examine 10 cosmetic advertisements. What type of figure of speech is used in the slogan for cosmetic advertisements on television. What is the purpose and meaning of using figure of speech in cosmetic advertising slogans on television.
To identify the type of figure of speech used in the slogan of cosmetics advertisements on television. To determine the purpose and meaning of the use of figure of speech in cosmetic advertising slogans on television. In studying the figure of speech used in cosmetic advertisements on television, the researcher offers several benefits to the readers, both theoretically and practically.
This research shows how to understand the meaning of figures of speech in cosmetic advertisements by examining these slogans through semantic theory.
INTRODUCTION
- Background of the Study
- The Identification of the Problem
- The Scope and Limitation
- The Formulation of the Problem
- The Objective of the Study
- The significance of the Study
The following list will explain some of the types of speech commonly found and used in cosmetic advertising. Synecdoche is a figure of speech in which a part of an object is used to represent the whole thing (Yanti Ester Sitompul, 2018). Apostrophe is a figure of speech used to express an exclamatory statement (Greek apostrophe, "turning away"; the final e is spoken).
The use of figure of speech in a slogan advertisement serves specific functions for the researcher. It is a kind of concept or thought reference from a particular sign. The second is the signifier. The figure-of-speech form contained in the discourse of cosmetics advertisements on television.
Metaphor is a figure of speech used to equate something else, or known as a figure of speech. Metaphor is a figure of speech used to equate something else, or known as a figure of speech.
REVIEW OF LITERATURE
Theoretical Framework
- The concept of Figure of Speech
- Definition of Figure of Speech
- Type of Figure of Speech
- Features of Figure of Speech
- The Purpose of Using Figure of Speech
- The Concept of Language Style
- Definition of Language Style
- The Language Styles in Advertisement
- Types of Advertisements
- Language of Advertisements
- Purpose of Advertising
- The Concept of Television
- Definition of Television
- Characteristics of Television
- Types of Television Programs
- Cosmetic
- Slogan
- Pragmatics
- Semantics
- Stylistics
Although there are many other forms of speech, the researcher will explain here only some of the many figures of speech that are often used in literary and non-literary works. Actually, there are different types of imagery, but the researcher mentions only a few of them related to the use of imagery in cosmetic advertising slogans. A figure of speech that refers to inanimate objects, abstract concepts or animals as if they were people (Baldick, 2001).
Some patterns of figures of speech repeat vowel and consonant sounds, phrases containing words and rhymes. The characteristics of a figure of speech can be characterized by repetition and other effects in its use that are consistent with the term schema and tropes. The word "schema" refers to the figure of speech that deals with word repetitions and word order.
As a structuring element in speech, the scheme includes rhythmic repetition, phoneme sequences, grammatical structures or words with similar meaning (Alm-Arvius, 2003). Regarding the intention behind the use of figures of speech in slogan advertising, there are different views. Stern (1988) argues that literary standards of imagery and figures of speech are used to study language in service advertising.
From the above explanation, the researcher concludes that the use of figure of speech in advertisements can influence the language itself to be more expressive, imaginative, memorable and interesting. Traditional definitions of figure of speech, which include metaphor, irony, metonymy, hyperbole, and alliteration, refer to the use of language in semantics that has non-literal meanings (Chandra, 2013). This research is a descriptive qualitative research, that is, the researcher aims to analyze the types of figure of speech and the purpose of the figure of speech used in cosmetic advertisements broadcast on television.
Data sources in this study are taken from several cosmetic commercials on television, and only a few slogans that contain speech will be selected as the subject of this research. Thus, the next step is to analyze the types of figures of speech used in cosmetic advertising slogans on TV and divide them into groups based on the figure of speech. The data in this study focused on the form of the use of language in advertisements for facial skin care beauty products on television.
Similar figures of speech describe a state of being by making a comparison or comparing one thing to other things in one sentence. Researchers need to learn more about the speech found in other types of advertising, especially the speech found in cosmetic advertising, to better understand it.
RESEARCH METHOD
Research Design
Qualitative data is defined or can also be referred to as data that approaches and characterizes something. This type of data is collected through observational methods, conducting focus groups and similar methods. According to Moleong (2005:6), qualitative research is research that aims to understand phenomena about what is experienced by research subjects such as behaviour, perceptions, motivations, actions etc.
The method used in this paper is used in the identification of data sources, data collection and data analysis.
Source of Data
Technique of Data Collection
Technique of Data Analysis
In this step, the writers described the research results and organized them in narrative form. The language used in broadcasting advertisements on television serves as a promotional tool, namely language which is a tool for games and manipulation by television to sell the manufactured goods to viewers in the form of advertisements. Linguistic creativity can be demonstrated by the use of words and the use of attractive language styles in an advertisement.
The analysis of the use of language style in television advertisements, which became the corpus of this study, amounted to 10 units. Advertising data for facial care beauty products on television No data Product advertising Figurative language. The repetition is intended to convince viewers that Pixi Cushion can make the face shine.
After analyzing the data obtained in Cosmetic advertisements on television, there are 5 imagery in Cosmetic advertising. Based on the exposure to data analysis, there are things that were found in the research that require discussion. Data requiring discussion, namely the public's response to the language used in advertisements for facial skin care beauty products on television. Some things that make people interested in trying it after seeing commercials for facial skin care beauty products on TV include language.
The main purpose of advertising is to make the advertised product sell well in the market. In order to attract attention, the ad is as attractive as possible, from using very attractive language to being supported by the appearance of a beautiful model star. Of course, it indirectly proves that the advertiser has a white and clean facial skin by using the advertised beauty products, as the language used in the advertisement of the facial beauty products on television.
There are five types of figurative language used in Cosmetic Advertising namely: Personification, Repetition, Hyperbole, Metaphor and Simile. The reason for using figurative language in cosmetic advertisements on television is to soften the delivery, so it is not directly stated, although the meaning of the figurative language in the end is the same, but it explains what the advertisement says in the delivery. So the use of figurative language in cosmetic advertisements does not make the listener feel bored even though the meaning of the sentence is similar.
Teachers should take advantage of television media advertisements and print media advertisements as one of Indonesian language lessons. Wii will shock you!" The Use and Effect of Figurative Language on Consumer Reviews of Hedonic and Utilitarian Consumption.
DATA ANALYSIS,FINDINGS AND DISCUSSION
Data
Data Analysis
Repetition is the repetition of sounds, syllables, or phrases that are considered important to provide stress in an appropriate context. Hyperbole is a language style that contains statements that are exaggerated in number, size or nature with the intention of emphasizing a statement or situation in order to intensify its impression and increase its influence.
Findings
Discussion
According to Abrams (1999), Simile, Synecdoche, Metaphor, Metonymy, Hyperbole, Personification, Paradox, Sarcasm, Allegory, Allusion, Antithesis, Apostrophe, Epithet, Euphemism, Symbol and Repetition are some examples of literary devices. After analyzing the data obtained in Cosmetic advertisements on television, there are 5 imagery in Cosmetic advertisements. Dominant Type The figurative language in Cosmetic Advertisement is mostly hyperbole, ie words that are used more than once.
Students should be able to take advantage of advertising discourse, both television and print media, to provide insight into the development of language in society. The researcher also suggests that those interested in analyzing figurative language should be more careful in identifying the types of figurative language.
CONCLUSIONS AND SUGGESTIONS
Conclusion
Suggestions
