An analysis of stylistics in the advertisement columns of the Jakarta post

The research is aimed to describe the kinds of figurative language and the meaning of the slogan advertisement in the column advertisement of The Jakarta Post starts from September until November 2011. The theories in this thesis are stylistics, figurative language, and meaning. From those theories, this thesis has seven categories of figure of speech; they are hyperbole, metaphor, alliteration, assonance, paradox, rhetorical question and personification. The objectives of the research are: (1) to determine what kind of figure of speech are mostly used by the slogan advertisement, (2) to find the meaning of slogan advertisement used in the advertisement column. In this research, the writer uses qualitative method of discourse analysis, explains some theories that related to figurative language, and then collects the data from The Jakarta Post newspaper. Based on the theories, the writer selects some slogan advertisements which are contained of figures of speech and analyzes them one by one to know the kinds of figures of speech used, and the meaning of them. As the result of analysis this study show that: first, there are seven kinds of figure of speech on the collected data, hyperbole, metaphor, alliteration, assonance, paradox, rhetorical question and personification; second the writer concludes the most used kind of figure of speech on the collected data is hyperbole; third the meaning of the slogan are based on Keraf?s and Vivian?s theory of meaning. The writer hopes that readers will know about the study of linguistics and its branches. Readers have to know the branches of linguistics, especially the study of stylistics. Readers are suggested not only to know literal meaning, but also know non-literal meaning in the slogan advertisement