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Library's collection Library's IT development CancelThis thesis is an analysis of figures of speech used in the body care
advertisements. The writer chooses this topic because as the reader, the writer sees
body care advertisements which use figures of speech in their language and that
advertisements arise the readers? curiosity to buy the product. Almost all body care
advertisements use figurative language as a way to attract the people to buy or believe
in the product. Besides that, both of the advertisers and the readers are expacted to
have the same interpretation on the message of advertisement. That is why the writer
also analysis the literal and figurative meaning in the advertisement so that the
readers may not misinterpret or misunderstand about the idea or the message of the
advertisements. In this analysis, the writer wants to know how are figures of speech
used in language of body care advertisements for adults in Cosmopolitan and Men?s
Health magazines. The writer uses Perrine?s theory to analyze the figures of speech.
Moreover, she uses Linda?s thesis about An Analysis of The figures of Speech Used in
Language of Body Care Advertisements on Television Programes as the review of
related studies.
The approach of this research was qualitative descriptive. The data took the
form of words and the researcher was the main instrument. The data for this research
are taken from body care advertisements in several editions of Cosmopolitan
(October 2003 until April 2004) and Men?s Health ( Desember 2003 until April 2004)
magazines that are using Bahasa Indonesia (Indonesian edition). The writer collects
twenty body care advertisements randomly (ten advertisements from Cosmopolitan
and ten advertisements from Men?s Health) because there were several editions of
magazine put the same advertisements and there were few number of body care
advertisements in Men?s Health magazine in one edition.
From the data analysis, the writer found that body care advertisements in
Cosmopolitan and Men?s Health magazines use several figures of speech. They are
metaphor, simile, personification, metonymy, and hyperbole. Among those figures of
speech, the most often used figures of speech is hyperbole because hyperbole gives
intensifying devices by exaggerating the language of the advertisement in advertising
the product to attract the reader?s attention. Besides that, in the advertisement,
hyperbole refers to the quality of the product by intensifying the quality of the
product in a bigger way so that it can arise the curiosity of the reader to buy the
product.