A STYLISTIC-PRAGMATIC ANALYSIS OF FIGURATIVE LANGUAGE IN HARPER’S BAZAAR MAGAZINE ADVERTISEMENT

Widyanti, Nurita (2013) A STYLISTIC-PRAGMATIC ANALYSIS OF FIGURATIVE LANGUAGE IN HARPER’S BAZAAR MAGAZINE ADVERTISEMENT. S1 thesis, Universitas Negeri Yogyakarta.

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Abstract

This research is aimed at describing the figurative language used in Harper’s Bazaar Magazine advertisements. There are three objectives of this research. The first is to identify the types of figurative language used in the advertisements in Harper’s Bazaar Magazine. This research explores six types of figurative language: simile, metaphor, metonymy, synecdoche, personification and hyperbole. The second is to find out how figurative language is used in the organization of Harper’s Bazaar Magazine advertisements. The last is to provide a brief description and discussion of the speech act related to the use of figurative language. The data source of this research was advertisements from Harper’s Bazaar Magazine published in November 2012 to January 2013. The data of this research were taken from the text of those printed advertisements. The data of this research were some phrases and sentences written in those advertisement texts. The data were then analyzed using a descriptive qualitative method. It gave a sufficient description of the factual data of the phenomena and provided its logical and rational interpretation based on relevant theories. Data trustworthiness was achieved through credibility, reliability, and conformability. The research findings show that there are six types of figurative language that commonly appear in advertisement found in Harper’s Bazaar Magazine advertisement: metaphor, hyperbole, personification, simile, metonymy, and synecdoche. Among those types of figurative language, metaphor ranks first. The application of metaphor does not only make advertisements attractive, but also make them informative and persuasive. Next, figurative language mostly appears in the headline of advertisement. The headline is more preferable since it is the theme and center of the advertisement. The description of speech act is presented through the analysis of figurative language. There are some aspects that can be seen: (a) locutionary act: the occurrence of declarative, imperative, interrogative, and exclamative. The use of declarative is common in Harper’s Bazaar Magazine advertisement since it is aimed at providing the readers with the information about the products. (b) illocutionary act: the appearance of representative, directive, verdictive, and commissive. Representative ranks first in Harper’s Bazaar Magazine ads since advertising has a main purpose to introduce the product and service by making some claims and assertions about the quality of the product. (c) perlocutionary act of advertisement deals with the expected effect from the consumer towards the product being advertised.

Item Type: Thesis (S1)
Uncontrolled Keywords: stylistic-pragmatic, figurative language, organization of advertisement text, speech-act, Harper’s Bazaar Magazine advertisement
Subjects: Bahasa dan Sastra > Bahasa dan Sastra Inggris
Divisions: Fakultas Bahasa, Seni dan Budaya (FBSB) > Pendidikan Bahasa Inggris > Sastra Inggris
Depositing User: Admin Pendidikan Bahasa Inggris FBS
Date Deposited: 23 Jun 2015 01:45
Last Modified: 29 Jan 2019 23:53
URI: http://eprints.uny.ac.id/id/eprint/21176

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