THE STYLE OF LANGUAGE IN THE ADVERTISEMENT OF IKEA FURNITURE AND KITCHENWARE

Abstract

This research aimed to describe (1) the style of language in the advertisement of IKEA furniture and kitchenware (2) the function  of  languagestyle in the advertisement of IKEA furniture and kitchenware.This research is categorized as a qualitative descriptive research. The sources of this research is the advertisement of IKEA in internet. The data of this research are the advertisements of IKEA furniture and kitchenware that contain  languagestyle. The data are acquaired by using observation attentively method with tapping techniques and note taking techniques. The instrument of this research is the human instrument. The test of data validation uses semantics validation. The data are analyzed by using referential matching method. The reliability test uses Intrarater and Interrater.The results of this research show that (1) there are ten categories from the style of language in the advertisement of IKEA furniture and kitchenware, they are denotative meaning, assonansi, personification, asyndeton, hyperbole,ellipsis, connotatvive meaning, simile, hysteron proteron and polisindeton (2) the funcions  of languagestyle in the advertisement of IKEA furniture and kitchenware are referential and konative function. 

Keywords: languagestyle, advertisement, IKEA