R.A. DIAH KUSUMA INDAH HANDAYANI, 129910036
(2004)
AN ANALYSIS OF FIGURES OF SPEECH FOUND IN ADVEIlTISEMENTS IN COSMOPOLITAN AND MEN'S HEALTH.
Skripsi thesis, Universitas Airlangga.
Abstract
Men and women use language to communicate or to send a message or information to the other people. The way they use the language is considered the same. However, some researches prove that men and women use different language. The difference is also found in the use of language in advertisement. In this study, the writer tries to analyze it by using figures of speech. Since the advertisement is designed for certain targets, the language is also suited for them. The advertisements in Cosmopolitan are about the products and services, which are designed for women. On the other hand, the advertisements in Men's Health are designed for men. Therefore, the writer will analyze the different language use for women and men, which are framed by using figures of speech as the data taken from advertisements in Cosmopolitan and Men's Health. The objective of this study is to fmd out the types of figures of speech used in advertisements in Cosmopolitan and in Men's Health and the differences and the similarities of the use of figures of speech in advertisements in those magazines. To analyze the data the writer use descriptive qualitative method and use 10 types of figures of speech from 3 groups of figures of speech; figures of comparison: simile, metaphor, personification, figures of contradiction: hyperbole, litotes, paradox and figures of association or relationship: metonymy, synecdoche, erotema and asyndeton. The writer finds out that the types of figures of speech used in advertisements in Cosmopolitan are simile, metaphor, personification, hyperbole, litotes, paradox, metonymy, synecdoche, erotema and asyndeton and the types of figures of speech used in advertisements in Men's Health are simile, personification, hyperbole, paradox, metonymy, erotema and asyndeton. The writer also finds that the language of advertisement in both Cosmopolitan and Men's Health tends to use personification. However, the language of advertisement in Cosmopolitan tends to use figures of comparison, simile and metaphor, hyperbole, asyndeton and synecdoche because women like to see something in detail so they often compare, verbose, use less 'and' and state whole for part. Thus, the language of advertisement in Cosmopolitan has long sentences, detail and around the bushes. On the other hand, the language of advertisement in Men~., Health tends to use erotema because men like something get across to the point without any detail by using erotema and need to be shown big pictures so the language use m advertisements in Men:., Health are firm, direct and have many big pictures.
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