A STYLISTIC ANALYSIS OF FIGURATIVE LANGUAGE IN MARIE CLAIRE MAGAZINE’S BEAUTY PRODUCT ADVERTISEMENTS

Silvia Eka Damayanti, English Literature Study Program, Faculty of Languages and Arts, Yogyakarta State University, Indonesia

Abstract


Abstract

This study focuses on the figurative language found in Marie Claire Magazine’s beauty product advertisements issued in January to April 2017. The study first identified the type of Figurative Language found in the   magazine.   Second,   this   study   explained   the   function   of  Figurative   Language  found  in   those advertisements. This study employed the mixture of qualitative and quantitative method to analyze the data. The finding of the study shows that, first, there are 5 types of figurative language which found in Marie Claire Magazine’s Beauty Product Advertisements  which are Simile, Metaphor, Synecdoche, Personification and Hyperbole; second, from the 5 Communicative Functions proposed by Shimp (2007), there are only 4 types of function found in the magazine, which are: Informing, Influencing, Reminding and Increasing Salience, and Adding Value.

 

Keywords: figurative language, Marie Claire Magazine, advertisement.

 

Abstrak

Penelitian ini berfokus pada fenomena bahasa kiasan yang terdapat dalam iklan produk kecantikan dalam majalah Marie Claire yang diterbitkan pada Januari sampai April 2017. Penelitian ini secara khusus mengidentifikasi tipe bahasa kiasan yang ditemukan dalam majalah tersebut. Selanjutnya, penelitian ini menjelaskan fungsi bahasa kiasan yang digunakan dalam iklan majalah. Penelitian ini menggunakan metode campuran antara kualitatif dan kuantitative untuk menganalisis data. Hasil Penelitian menunjukkan bahwa ada 5 tipe bahasa kiasan yang ditemukan dalam iklan produk kecantikan pada majalah Marie Claire yakni: Simile, metafora,  sinekdoke,  personifikasi,  hiperbola,  dan  dari  ke-5  Funsi  Komunikatif  yang  diutarakan  oleh  Shimp (2007), hanya 4 fungsi yang ditemukan dalam majalah tersebut, diantaranya: Menginformasikan, Mempengaruhi, Mengingatkan dan Meningkatkan Ciri Khas, serta Menambahkan Nilai.

 

Kata kunci: bahasa kiasan, Majalah Marie Claire, iklan

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