ANALYSIS OF FIGURATIVE LANGUAGE IN THE ADVERTISEMENT TAGLINES IN INDONESIA TATLER MAGAZINE THESIS BY : ZAKIYAH
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1 ANALYSIS OF FIGURATIVE LANGUAGE IN THE ADVERTISEMENT TAGLINES IN INDONESIA TATLER MAGAZINE THESIS BY : ZAKIYAH STUDY PROGRAM OF ENGLISH DEPARTMENT OF LANGUAGES AND LITERATURE FACULTY OF CULTURAL STUDIES UNIVERSITY OF BRAWIJAYA 2015
2 ANALYSIS OF FIGURATIVE LANGUAGE IN THE ADVERTISEMENT TAGLINES IN INDONESIA TATLER MAGAZINE THESIS Presented to Universitas Brawijaya In partial fulfillment of the requirements For the degree of Sarjana Sastra BY : ZAKIYAH STUDY PROGRAM OF ENGLISH DEPARTMENT OF LANGUAGES AND LITERATURE FACULTY OF CULTURAL STUDIES UNIVERSITY OF BRAWIJAYA 2015
3 ABSTRACT Zakiyah Analysis of Figurative Language in the Advertisement Taglines in Indonesia TatlerMagazine. Study Program of English, University of Brawijaya. Supervisor: Iis Nur Rodliyah; Co-supervisor: Didik Hartono Keywords: figurative language, advertisement, Indonesia Tatler magazine. Figurative language is related to the aesthetic of words. The writer conducted a research about figurative language in the advertisement taglines in Indonesia Tatler magazine. This study is aimed to identify: (1) the kinds of figurative language found in some selected advertisement taglines in Indonesia Tatler magazine. (2) the meanings of the figurative language of some selected advertisement taglines found in Indonesia Tatler magazine. In this research, the writer uses qualitative approach. The data source is Indonesia Tatler magazine August 2013 edition, the taglines of analysis are from advertisement in Indonesia Tatler magazine. There were several steps to collect the data: taking advertisement from Indonesia Tatler August 2013 edition, Selecting, listing, identifying advertisement taglines which contain figurative language related with theory of Keraf. The writer analyzed it trough the following steps identifying what kinds of figurative language used in the advertisement taglines with related theories, classifying the data and putting it into table, analyzing the meaning of the figurative language of some selected advertisement taglines. The writer selected 20 advertisement taglines from Indonesia Tatler magazine as the object of her research by using the theories of figurative language, connotative and denotative approach about style in language. The writer has been finding: alliteration, personification, hyperbole, metonymy, and climax. Personification is prefered to use in some advertisements in Indonesia Tatler magazine. Personification is assumed to be the most effective way than others, this figurative language can support and create an interesting meaning since it is reflecting human s characteristics into the thing. The writer suggests that the next researchers conduct similar research about figurative language by using different point of view or objects. Moreover, the next researchers are able to find other theories concerning the idea of figurative language.
4 ABSTRAK Zakiyah Analysis of Figurative Language in the Advertisement Taglines in Indonesia TatlerMagazine. Study Program of English, University of Brawijaya. Supervisor: Iis Nur Rodliyah; Co-supervisor: Didik Hartono Kata kunci: bahasa kiasan, iklan, majalah Indonesia Tatler. Bahasa kiasan selalu terkait dengan estetika kata. Penulis melakukan penelitian tentang bahasa kiasan dalam slogan iklan di majalah Indonesia Tatler. Penelitian ini bertujuan untuk mengidentifikasi: (1) jenis-jenis bahasa kiasan yang ditemukan di beberapa slogan iklan yang dipilih di majalah Indonesia Tatler. (2) arti dari bahasa kiasan beberapa slogan iklan pilihan yang ditemukan di majalah Indonesia Tatler. Dalam penelitian ini, penulis menggunakan pendekatan kualitatif. Sumber data adalah majalah Indonesia Tatler edisi Agustus 2013, beberapa slogan yang dianalisis berasal dari iklan di majalah Tatler Indonesia. Ada beberapa langkah untuk mengumpulkan data: mengambil iklan dari Indonesia Tatler edisi Agustus 2013, memilih, mendaftar, mengidentifikasi slogan iklan yang mengandung bahasa kiasan yang berkaitan dengan teori Keraf. Penulis menganalisis dengan langkah-langkah berikut: mengidentifikasi jenis bahasa kiasan yang digunakan dalam slogan iklan dengan teori-teori yang terkait, mengelompokkan data dan memasukkannya ke dalam tabel, menganalisis makna bahasa kiasan di beberapa slogan iklan yang telah dipilih. Penulis memilih 20 slogan iklan dari majalah Tatler Indonesia sebagai data penelitiannya dengan menggunakan teori bahasa kiasan, pendekatan konotatif dan denotatif tentang gaya bahasa. Penulis telah menemukan: aliterasi, personifikasi, hiperbola, metonimia, dan klimaks. Personifikasi lebih disukai untuk digunakan dalam beberapa iklan di majalah Indonesia Tatler. Personifikasi diasumsikan menjadi cara yang paling efektif daripada yang lain, bahasa kiasan ini dapat mendukung dan menciptakan makna menarik karena mencerminkan karakteristik manusia dalam suatu benda. Penulis menyarankan para penulis berikutnya untuk melakukan penelitian serupa tentang bahasa kiasan dengan menggunakan sudut pandang yang berbeda atau obyek. Selain itu, para peneliti selanjutnya dapat menemukan teori lain tentang gagasan bahasa kiasan.
5 REFERENCES Ary, et all. (2002). Introduction to research in education, Sixth Edition.Belmonth: Wadsworth Anonymus.INAtatler.Retrived May 27 th 2014 From Edipresseasia.com Belch, G.E. and Belch, M.A (2003). Advertising and promotion: An integrated marketing communications perpective. New York: Mc. Graw-Hill. Bradshaw, I. (1997). Figures of speech. Retrived on Desember 12, 2014, from Borbala, Richter (2006). First Step in Theoritical and Applied Linguistics. Budapest: BolcseszKonzorcium Encyclopaedia-Britanica.(1913). Advertising-definition. Retrieved on May 27 th 2014 from http/ Jeffries, Lesley (2006) Discovering Language. Retrived on May 26 th 2014 From booksgogle.co.id Keraf, G (2010) Diksidan Gaya Bahasa. Jakarta: PT. GramediaPustakaUtama Malmkjaer.Kristen (2002).The Linguistics Ecyclopedia, Second Edition. London: Routledge Muttaqien, Zainal (2013) The Denotative and Connotative Meaning In the Axe advertisement. Unpubliseed.Universitas Islam Jakarta Nordquist, Richard.(2010) Top 20 figure of speech. Retrieved May 25 th 2014 From grammar.about.com
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