Figures of Speech in Advertisement Taglines on Non-Printed Media

ABSTRACT Baharudin, Rifqy. 2015. Figures of Speech in Advertisement Taglines on Non-Printed Media. Thesis English Department, Faculty of Letters, State University of Malang. Advisor: EvynurulLaily Zen, S.S., M.A. Keywords: figures of speech, advertisement, tagline Nowadays, advertisement becomes a part of human everyday life. The growth of advertising is very rapid since human need is also increasing. Many kinds of advertisements from various brands try to conquer our attention. They try to persuade us by making attractive and unique advertisements. One of the best ways to make a persuasive advertisement is by using catchy taglines. Catchy taglines will help the brands to get more potential buyers. The advertisers often use figure of speech to convey the message of the product. The industry of advertisement is very dynamic, so does language that is used in advertisement. That was the reason why the researcher decides to do research on figures of speech used in advertisements’ taglines. This study aims at finding out the various use of figures of speech in advertisement taglines. The research design of this study is descriptive qualitative. The research instrument of this research is the researcher himself. It is because he is the one who collects and analyzes the data. In collecting the data, the researcher took sixty advertisements from non-printed media, such as television, youtube and official website of the brands. In analyzing the data, the researcher classified the data into three groups there are foods and drinks product, fashion products and health insurance companies. Then, the researcher investigated the tagline so that the use of figure of speech will be discovered. The researcher found that the most-frequently used figures of speech in taglines of foods and drinks’ advertisements are hyperbole and metaphor. Both have the same number of appearance, which is four times (17%). On the other hand, metaphor also becomes the most frequently used figure of speech in the second group, fashion brands. At this time, metaphor is found in four taglines or 18%. The last group of health insurance companies, pun is crowned as the most frequent figure of speech applied in tagline. Pun is found in four out of 20 taglines or 19%. Besides hyperbole, metaphor and pun, the researcher also found other kinds of figures of speech; they are personification, simile, irony, rhetorical question, enthymeme, anaphora, epiphora, consonance, assonance, allusion, alliteration, antithesis, homonymy, polysemy, rhyme and repetition. It is proven by most of the brands use this technique in their taglines. Using figure of speech in tagline is very beneficial since it will make the tagline more beautiful and powerful to attract the future buyers’ attention. The more unique the language, the more attractive the tagline will be. The researcher hopes that this study can give benefits to lecturers and students of linguistics as the reference to give more knowledge and better understanding in learning figure of speech. By reading this research, the readers are expected to understand and aware about the use of figure of speech, especially in advertisement. This research can also be used as a reference for future researchers who would like to do a research about this topic