期刊名称：English Education Journal: Jurnal Pengembangan Pendidikan dan Pengembangan Pengajaran Bahasa
印刷版ISSN：2085-3750
出版年度：2020
卷号：11
期号：4
页码：512-528
语种：English
出版社：Universitas Syiah Kuala
摘要：Advertisement is one of the essential types of mass communication expected to persuade people to buy products or services. In advertisement,language use should be persuasive because it intends to influence the customers to purchase the items. Using figurative expression in advertisement is one way to attract consumers ‘attention. This qualitative research was aimed at finding out the types of figurative expression and its function used in cosmetic advertisements advertised on Indonesian television. The data of this research were the cosmetic advertisements showed on Indonesian television in 2018 that employed English figurative expression in slogan of the advertisement. From 23 data identified,the researchers found that all of them deployed figurative expressions in various types. The most dominant figurative expression found in this research was hyperbole. It was found that out of 23 advertisements,twelve of advertisements used hyperbole expression,whereas personification expression was found in one advertisement. Besides,the researchersfound five advertisements using repetition expression,two advertisements employing metaphor expression,two slogans of advertisement using simile expression,and one parallelism expression found in advertisement.
关键词：figurative language;types of figurative language;cosmetic advertisement;slogan
