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Library's collection Library's IT development CancelThis study is about the analysis of figures of speech used in ten hair care
advertisements published in Cosmopolitan and Cleo magazines (April 2007).
More specifically, this study discussed types of figures of speech used in those
hair care advertisements and their meanings. In finding the meanings, the writer
paid attention to the context. The writer chose this topic because there are many
hair care advertisements using figures of speech as their language style to attract
and persuade potential consumers to read the advertisements and buy the
products. The writer chose two different magazines because the writer wants to
compare hair care advertisements from these two magazines. Besides, these two
magazines are published in many countries using many languages. The main
theory used in this study was taken from Perrine and Arp (1992). Besides, in
finding out the meaning, the writer used theory proposed by Verdonk and
Widdowson (2002). In this theory, contexts are divided into two types; internal
linguistic and external non-linguistic context. These two types of context were
used for analyzing the data. The approach of the study is descriptive qualitative. It
was found that those ten hair care advertisements had fifteen statements
containing three types of figures of speech namely personification, hyperbole, and
simile. In general, these figures of speech carried one meaning, i.e. the consumer
might get benefits when he or she uses the advertised products. Furthermore, there
are three things which are emphasized by the advertisers through the language
use, the picture and the colour of the advertisements, in order to persuade or
convince the consumers. These three things are the flexibility of the product, the
results after using the product, and the convenience of the consumers when they
are using the product.