The use of metaphor in advertisement: a case Study of Asean Tourism destination

Metaphor gets much attention especially in advertisement, which metaphor can influence the customer to interest with goods promote in advertisement. This thesis examines metaphor through slogan tourism in ASEAN which is concentrated in the content of slogan. Content of slogan is included about text and picture. In addition, type of metaphor in advertisement is investigated in research. And language uses in slogans tourism are also evaluated with discourse aspect, which the text is become the primary subject.Forceville’s theory of type of metaphor in advertisement is applied. Forceville (2008) are explained that there are three type metaphors in advertisement. Besides, Lakoff and Johnson (1980) and Kovecses (2010)’s theory of coherence discourse in metaphor are also used to analyze the text of slogan tourism in ASEAN. Qualitative content analysis and descriptive research are chosen to investigate slogan tourism in ASEAN which consist of the text and the picture. The researcher herself becomes the only instrument or human instrument. Reading and selecting the entire text and picture of slogan tourism and video promotion tourism in ASEAN becomes the steps of data collection. Then, the procedures of data analysis contain identifying, classifying, and describing the data. The conclusion is also drawing in the last step to make understanding.10 slogan of tourism destination in ASEAN is found that there are 2 slogans of verbal’s type in metaphor and 8 slogans of verbo-pictorial’s type in metaphor. Moreover, there are also 2 slogans intertextual’s type in coherence discourse and 8 slogans intratextual’s type in coherence discourse. Those results eventually proving that slogan tourism in ASEAN is commonly used verbo-pictorial type in slogan. Slogan tourism in ASEAN also majority applied intratextual’s type of coherence discourse in metaphor