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Library's collection Library's IT development CancelAdvertisements have become important media for people?s lives today,
which are used to disseminate information about the newest products. However,
the most important thing of the advertisements is the language. Language used in
the advertisements must be stylish and persuasive, because it is aimed to persuade
the consumers to buy the products. Therefore, the advertisers use figures of
speech in their advertisement?s language in order to be persuasive. The writer sees
almost all cosmetics advertisements use figures of speech in order to attract
people?s attention and arouse the reader?s curiosity to buy the product. Hence, it
encourages the writer in conducting a study about figure of speech and its
figurative meaning used in the language of cosmetics advertisements in Cleo
magazine (February 2006 and March 2006). Here, the writer applies the theory of
figure of speech by Perrine and the theory of connotation meaning by Jackson in
order to help her in doing this research. Furthermore, she uses descriptive
approach in analyzing the data. The data is in the form of written text, and the
writer provides a description of the types of figure of speech and their figurative
meaning in the language used in cosmetics advertisements in Cleo magazine.
After doing the analysis, the writer finds the type of figure of speech mostly used
is personification. It is most often used in the language of cosmetics
advertisements in order to give a clue so that the audiences or readers can easily
capture and understand the message of the advertisement. Last but not least, she
finds out that the extensive use of figure of speech in cosmetics advertisements in
Cleo magazine is used to promote the interactive communication between the
advertiser and the audiences or consumers, so it can easily be understood.