Analysis of figurative language in the advertisement taglines in Indonesia tatler magazine

Figurative language is always concentrated with the aesthetic of words. The Figurative language usually concerned with any kinds of language works. Such as: poetry, advertisement, or spech text. The Figurative language which relates with the aesthetics in the language of advertisement usually concerns with non-literal meaning, such as alliteration, personification, hyperbole, metonymy, climax, etc. This research discusses the language style or figurative language that contains in advertisement taglines. The goal of advertisement is to persuade consumers to act or think in a textually determined way in order to boost sales of particular commodities and services. To give special attention, to convey the message and to persuade the consumer, advertising texts use a range of manipulative language devices such as ones which contain in figurative language. From the explanations above appear two questions such as; What kinds of figurative language found in some selected advertisement taglines in Indonesia Tatler magazine? How are the meanings of the figurative language of some selected advertisement taglines found in Indonesia Tatler magazine convey the message to the reader? To gain the objective and representative results in this research, the writer uses qualitative descriptive analysis method. That is the research which is usually done by collecting data such as; reading, selecting, observing, and analyzing the object of the research. In this research, the writer selects 20 advertisement taglines from Indonesia Tatler magazine as the object of his research by using the theories of figurative language, connotative and denotative approach about style in language. The first step is to classify the style in language such as; alliteration, personification, hyperbole, metonymy, climax, etc. which used in advertisments. The next step is to observe and analyze all the language style that applied in advertisement taglines, including the denotative and connotative meaning of the advertisements