The Beauty Advertising Slogans

Zainul Muttaqin, zen (2018) The Beauty Advertising Slogans. THE 4TH HAMZANWADI INTERNATIONAL CONFERENCE ON EDUCATIO (PROCEEDING). pp. 719-725.

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Abstract

Abstract: The use of language style is often done by advertisement users. Each advertisement is eager to create slogans with their own style and meaning in their products. It is used to influence, seduce and lead the mindset and interest of the audience to buy their products, because advertising on television is a medium for delivering the most appropriate products to consumers. This research was conducted on hand and body lotion and facial cream advertisements on different tv channels. The method used is qualitative descriptive with observation and note-taking techniques. The observations are carried out gradually on different television channels every day for one week. The results of this study found 29 advertisement slogans data which are 4 metaphor language styles, 7 hyperbolic language styles, 4 personification language styles, 1 alliteration style language, 2 synecdoche language styles, 1 epithet language styles, 1 denotative meaning, 1 ellipsis language styles and 1 assonate language styles. Hyperbole language style is the most dominant style of language because advertisers want to highlight the features of beauty products offered by using excessive elements in the language of the ad. Besides that, advertisers want to define their products in one interesting sentence through direct and short comparisons. Keywords: Language styles, Advertising, Beauty slogans, meanings

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