Zakiyah Kusumaningtyas


This research is a descriptive-qualitative research with the aim to describe the metaphorical football- expressions in Volkswagen advertisements and the meaning of them. The researcher conducts read and write technique in collecting the data from 11 Freunde and Der Spiegel magazines. The data- collecting bases on Pragglejaz Metaphor Identification Procedure and metaphor classification from Wahab. The result of this research shows that the metaphors in Volkswagen advertisements consist of nominative metaphor, sentence-metaphor and predicative metaphor. Those metaphors are analogy between the excellence of Volkswagen products and football. The meaning of those metaphors is persuasive and poetic, aimed to persuade the readers softly to buy the Volkswagen products advertised.

Keywords: metaphor, football, Volkswagen advertisement

Full Text:



Eka, Andreas. 2011. Teknik Offensive Dalam Sepak Bola. http://www.becomeafamous- -offensive-dalam-sepak-bola.html?m=l. Diunduh pada tanggal 7 Maret 2015.

Mglovesfun. 2013. In_a_league_of_one’s_own. of_ones_own. Diunduh pada tanggal 3 Maret 2015.

Redaksi. 2012. Jahresranking: Die Lieblingsautos der Deutschen 2012. http://www.manager- 19681.html. Diunduh pada tanggal 3 Maret 2015.

Sudaryanto. 1993. Metode dan Aneka Teknik Analisis Bahasa, Pengantar Penelitan Wahana Kebudayaan Secara Linguistik. Yogyakarta: Duta Wacana University Press.

Sunardi, ST. 2002. Semiotika Negativa. Yogyakarta: Kanal.

Yobot. 2015. European Car of The Year. _of_The_Year. Diunduh pada tanggal 3 Maret 2015.



  • There are currently no refbacks.