Figurative speech on product advertisement, By: Aziz, Tiara, Angga, Aliyani & Yana

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IVE THE ANALYSIS OF FIGURATIVE SPEECH ON PRODUCT ADVERTISEMENT Muh. Azizurrahman; Tiara Tiffani; Aliyani; Mulyanawati; Angga Hardianto Abstract The aim of this study is to (1) investigate the use of figures of speech in printed advertisement and internet advertisement from food advertisement until men’s product and women’s product, (2) analyze which type of figurative speech that use in product advertisement like Alliteration, Anaphora, Assonance, Euphemism, Metonymy, Paradox, Oxymoron, Hyperbole, Personification and Simile. It means that in order to the reader can know what kinds of figurative speech that uses in the products advertisement. Key words: Figure of speech; product; Advertisement 1

Transcript of Figurative speech on product advertisement, By: Aziz, Tiara, Angga, Aliyani & Yana

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IVE THE ANALYSIS OF FIGURATIVE SPEECH ON PRODUCT

ADVERTISEMENT

Muh. Azizurrahman; Tiara Tiffani; Aliyani; Mulyanawati; Angga Hardianto

Abstract

The aim of this study is to (1) investigate the use of figures of speech in printed

advertisement and internet advertisement from food advertisement until men’s

product and women’s product, (2) analyze which type of figurative speech that use

in product advertisement like Alliteration, Anaphora, Assonance, Euphemism,

Metonymy, Paradox, Oxymoron, Hyperbole, Personification and Simile. It means

that in order to the reader can know what kinds of figurative speech that uses in the

products advertisement.

Key words: Figure of speech; product; Advertisement

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INTRODUCTION

Language plays an important role in human communication. Without

language, we cannot communicate each other. Wardhaugh (1972:3) states that

language is a system of arbitrary vocal symbols used for human communication. The

main function of language is as a tool of communication. As a main tool of

communication, language has a very important role in human’s life. Language is a

specific human’s characteristic that makes them different from other. By using

language, people can say their intents, wants, messages and information to other

people.

Language is everything which is produced by sounds, words, sentences, and

it has meaning. According to Fromkin, Blair, and Collins (2000), it is language that

consists of all sounds, words, and sentences. When we know what language is, we

know the sounds, the words, and the rules for their combination. Similar to Fromkin,

et al., Celce-Murcia and Freeman (1998) explain that there are three components of

language, they are sound, structure, and vocabulary, and those are should be

learned by people in doing communication. From those quotations above, the writer

concludes that language skills and language components are integrated one

another. As a result, when studying language, especially English, students have to

study both of language skills and language components.

Figurative speech is a way to deliver meaning other than the literal meaning

of the words. Sometimes, the words are used to describe thing or condition by

comparing it to something else. In short, figurative language is a kind of language

which employs various figures of speech. Using figurative language is a way to

captivate readers’ interest. It allows us to deliver our idea and imagination in more

entertaining way.

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There are several kinds of figurative speech that we will discuss like;

Alliteration (a figurative speech that use repetition of initial consonants), Anaphora

(a figurative speech that use repetition of the same words at the beginning),

Assonance (a figurative speech that use repetition of vowel sounds), Euphemism (a

figurative speech that use of substitution of a less versifies or more agreeable form

for another), Hyperbole (a figurative speech that use of exaggerated term for

emphasize), Metonymy (a figurative speech that use substitution of a word to

suggest what is really mend), Oxymoron (a figurative speech that using two terms

together that normally contradict each other), Paradox (a figurative speech that use

of contradictory ideas to point out some underline truth), Personification (a

figurative speech that use attributing of a personality to impersonal objects), and

Simile (a figurative speech that use an explicit comparison between two things).

Advertising is something that we are all exposed to. It is also something that

is likely to affect most of us in a number of different spheres of our lives. It is

reasonable to say that we live in a world of advertising. As potential consumers, we

are always bombarded with all kinds of product or service information from various

media, including newspapers, magazines, television, radio, Internet, etc. Advertising

indicates the difference that exists between brands of products and alternative

services. Advertising also tells the consumer what a specific product, brand or

service should do when it is used, thus helping him or her to understand and

evaluate experience with the products and services that he or she uses.

On the other hand, by making people aware of products, service and ideas,

advertising promotes sales and profits. Therefore, the forms of advertising are very

important. Advertising has many forms, but in most of them language is of crucial

importance. The words in advertisements are carefully crafted to meet particular

needs.

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Finally, advertising is one of the major forces that are helping improve the

standard of living around the world. Combined with all these communicational,

marketing and social functions, advertising becomes indispensable in the modern

world.

A figure of speech is figurative language in the form of a single word or

phrase. It can be a special repetition, arrangement or omission of words with literal

meaning, or a phrase with a specialized meaning not based on the literal meaning of

the words. There are mainly five figures of speech: simile, metaphor, hyperbole,

personification and synecdoche. Figures of speech often provide emphasis,

freshness of expression, or clarity. However, clarity may also suffer from their use, as

any figure of speech introduces an ambiguity between literal and figurative

interpretation. A figure of speech is sometimes called a rhetorical figure or a

locution.

LITERATURE REVIEW

As known for decades, advertisement is one of the main strategies in

marketing either a product or service. It can be defined as “ An Advert that does not

create a buying response, or at least produce a desire to wa nt to know more is not

an advert” (Quinn, 1985). The Table 2.1 holds the summary to t he types of

advertising being exercised (Aaker and Mayers, 1975).

Advertising is a form of communication intended to persuade an audience

(viewers, readers or listeners) to purchase or take some action upon products, ideas,

or services. It includes the name of a product or service and how that product or

service could benefit the consumer, to persuade a target market to purchase or to

consume that particular brand. These messages are usually paid for by sponsors and

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viewed via variousmedia. Advertising can also serve to communicate an idea to a

large number of people in an attempt to convince them to take a certain action. The

meaning of word advertising inprevious century was limited only ‘to give notice of’

but in modern world it is used in specific commercial form. So advertising means to

inform the public about the item or quality and price and motivate the public to

invest money to help increase the sale of commodity. In other words it is pictorial

salesmanship presented through printed or written words.

Types of Advertisement Targeted on Customers

1. To Inform

a. Telling the market about the new product

b. Suggesting new user for the product

c. Informing the market of a price change

d. Explaining how the product works

e. Describing available service

f. Building company image

2. To Persuade

a. Building brand preference

b. Encouraging switching brand

c. Changing customers perception of a product attribute

d. Persuading customers to purchase

e. Persuading a customer to receive a sales call

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3. To Remind

a. Reminding consumers that the product may be needed in near future

b. Reminding them where to buy it

c. Reminding how to check for quality (originality)

d. Keeping in their minds during off seasons

e. Maintaining its top-of-mind awareness

A good, idea, method, information, object or service created as a result of a

process and serves a need or satisfies a want. It has a combination of tangible and

intangible attributes (benefits, features, functions, uses) that a seller offers a buyer

for purchase. For example a seller of a toothbrush not only offers the physical

product but also the idea that the consumer will be improving the health of their

teeth.

In general, a product is defined as a "thing produced by labor or effort" or

the "result of an act or a process. " The word "product" stems from the verb

"produce", from the Latin prōdūce(re) "(to) lead or bring forth. " Since 1575, the

word "product" has referred to anything produced.

In marketing, a product is anything that can be offered to a market that

might satisfy a want or need. In retail, products are called merchandise. In

manufacturing, products are purchased as raw materials and sold as finished goods.

Commodities are usually raw materials such as metals and agricultural products, but

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the term can also refer to anything widely available in the open market. In project

management, products are the formal definition of the project deliverables that

form the objectives of the project.

An expression that uses language in a nonliteral way, such as a metaphor or

synecdoche, or in a structured or unusual way, such as anaphora or chiasmus, or that

employs sounds, such as alliteration or assonance, to achieve a rhetorical effect.

A figure of speech is figurative language in the form of a single word or

phrase. It can be a special repetition, arrangement or omission of words with literal

meaning, or a phrase with a specialized meaning not based on the literal meaning of

the words. There are mainly five figures of speech: simile, metaphor, hyperbole,

personification and synecdoche. Figures of speech often provide emphasis,

freshness of expression, or clarity. However, clarity may also suffer from their use, as

any figure of speech introduces an ambiguity between literal and figurative

interpretation. A figure of speech is sometimes called a rhetorical figure or a

locution.

DISCUSSION

Types of figurative language were collected from slogan in advertisement as

found in internet. The whole data were gotten from slogan of advertisement in

internet. There were 50 examples, it was consists of five examples of Alliteration,

five examples of Anaphora, five examples of Assonance, five examples of

Euphemism, five examples of Hyperbole, five examples of Metonymy, five examples

of Oxymoron, five examples of Paradox, five examples of Personification, and the

last is five examples of Simile. The data were analyzed and classified into types of

figurative language. The slogans are in advertisements of man’s product and

woman’s product, foods, beverages, etc.

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1. Alliteration

Alliteration is kinds of figurative speech that use repetition of initial consonant.

For the examples of alliteration;

a. Dunkin Donuts

b. Candy Crush

Both sentences are alliterative because the same firs letter of words (D & C)

occurs close together and produce alliteration in both of the product advertisement.

An important point to remember here is that alliteration does not depend on the

letters but on sounds. In our daily life, we notice alliteration in the names of

different companies. It makes the name of a company catchy and easy to memorize.

Here are several common alliteration examples.

a. Dunkin Donuts (Dunkin Donuts)

b. LiLT Fruit Crush (The Totally Tropical Taste)

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c. Car (Today Tomorrow Toyota)

d. Game (Candy Crush)

e. Beverage (Coca Cola)

All of the examples above us categorize into Alliteration because all of the

examples above use repetition consonants like; on “Dunkin Donuts” (D & D), on fruit

crush “The Totally Tropical Taste” (T,T,T & T), on car products “Today Tomorrow

Toyota” (T,T & T), on game “Candy Crush” (C & C), and on beverage “Coca Cola” (C &

C).

2. Anaphora

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Anaphora is a repetition of the same words at the beginning and the end.

Anaphora, possibly the oldest literary device, has its roots Biblical Psalms used to

emphasize certain words and phrase. Gradually, Elizabethan and Romantic writers

brought this device into practice.

For examples:

a. Chocolate (Have a break Have a kitkat)

b. Food (Tomato Soup) (Good food Good people)

c. Snack (always tasty, always there)

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d. Elzea Snacks (Share the Fun, Share the flava!)

e. Shampoo (love the earth, love your hair)

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Anaphora because all of the examples above use repetition words like; the

first on chocolate “Have a break Have a Kit Kat”, the second on Food (Tomato Soup)

“Good food products Good People, the third on snack ‘’always tasty, always there’’,

the fourth on Elzea Snacks product “Share the Fun, Share the Flava”, and the last on

shampoo ‘’Love your hair, love your earth.

3. Assonance

Assonance is the repetition of vowel sounds to create internal rhyming within

phrases or sentences, and together with alliteration and consonance[1] serves as one

of the building blocks of verse. Assonance does not have to be a rhyme; the identity

of which depends merely on sequence of both vowel and consonant sounds. Thus,

assonance is a resemblance of units that are generally less than a syllable.

Assonance takes place when two or more words close to one another repeat the

same vowel sound but start with different consonant sounds.

Similar to any other literary device, assonance also has a very important role to

play in both poetry and prose. Writers use it as a tool to enhance a musical effect in

the text by using it for creating internal rhyme, which consequently enhances the

pleasure of reading a literary piece. In addition, it helps writers to develop a

particular mood in the text that corresponds with its subject matter.

The words do share the same vowel sounds but start with different consonant

sounds unlike alliteration that involves repetition of the same consonant sounds.

Below are a few assonance examples that are more common on products

advertisement:

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a. Beverage (Coca Cola)

b. MP3 Player (Bigger Bitter)

c. Shoes (Lighter Tighter)

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d. Morton Salt (When it rains it pours)

e. Mineral waters (Aqua Pura)

Assonance because all of the examples above use repetition the same sound

vowel like; the first sound /a/ in coca-cola, the second and the third are the same

sound /ə/ in MP3 Player (Bigger & Better) and in Shoes (Lighter & Tighter), the

fourth sound /s/ in Morton Salt (When it rains it pours) and the last is sound /a/

Mineral Water (Aqua Pura).

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4. Euphemism

A Euphemism is a generally innocuous word or expression used in place of one

that may be found offensive or suggest something unpleasant. Euphemism is an

agreeable or inoffensive expression for one that may offend or suggest something

unpleasant.

Some euphemisms are intended to amuse in while other use bland, inoffensive

terms of four things the user wises to downplay. Euphemisms are used to refer to

taboo (such as disability, sex, excretion, and death) in a polite way, or to mask

profanity.

There are three antonyms of Euphemism: dysphemism, cacophemism, and

loaded language. Dysphemism can be either offensive or merely ironic;

cacophemism is deliberately offensive. Loaded language evokes a visceral response

beyond the meaning of the words.

For the examples in products advertisement;

a. Food (Burger) (Crispy Frickin’ Chicken)

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b. Anti-virus (Broccoli, admittedly more interesting than explaining hacker-proof

passwords)

In logic broccoli just kinds of vegetables that cannot hold a hacker in access our

website.

c. Alcoholic drink

d. Inhaler products

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e. Mobile Phone (Samsung)

We categorize all of the advertisement above because all of them that use more

polite words in their products advertisement.

5. Hyperbole

Hyperbole is the use of exaggeration as a rhetorical device or figure of speech. It

used in poems to create emphasis on a situation. It may be used to evoke strong

feelings or to create strong impression, but is not meant to be taken literally.

Hyperboles are exaggerations to create emphasis or effect. As a literary device,

hyperbole is often used in poetry, and is frequently encountered in casual speech.

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According to Harry (1976:138) “hyperbole is obvious and deliberate

exaggeration; an extravagant statement. Hyperbole is a figure of speech that not

intended to be taken which has a way of abundant to express something”.

Hyperbole is a figurative statement exaggerated (exaggeration), intended to obtain

certain effects, not the truth.

For examples;

a. Food (It’ll blow your mind away)

b. Food (Breakfast on Mars)

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c. Detergent (Rinso gives the whitest wash)

d. Toothpaste (Formula build strong teeth)

e. Car (For the money, it’s the most fun you can have sitting down)

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All of the examples above we categorize into Hyperbole because all of the

advertisement is use exaggerated words like in example (a) that show a food that

not really have a great taste, and in the example (b) that show a place that not can

reach in breakfast, if we bring the example (b) in a logic no one can have breakfast

on Mars they have to pay more expensive for go to space and to Mars.

6. Metonymy

Metonymy is substitution of a word to suggest what is really mean. ULLMANN

(1964) states that "two objects or ideas may be associated with one another in two

ways: by similarity or by contiguity. (....) Simile and metaphor arise from the

latter."27 JAKOBSON (1969) calls the process of association by similarity the

metaphoric process and the process of association by contiguity the metonymy

process.

According to BREDIN, metonymy is the application of the name of a thing to

something else, whenever the two things are closely associated in common

experience, in such a way that the name refers to both simultaneously. In MOISES'

opinion metonymy is the use of one word instead of another, with which it

establishes a constant und logic relation of contiguity.

Examples;

a. Adidas (Impossible is nothing)

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b. Nike (Just do it)

c. Panasonic (Ideas for life)

d. BMW (The ultimate driving machine)

e. McDonald’s (I’m lovin’ it)

Because if we hear their slogan we can faster know their products and that’s

their characters.

7. Oxymoron

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Oxymoron is using two terms together that normally contradict each other.

Examples;

a. Soap (the cleaner you are, the dirty you get)

b. Balsam (icy, hot)

c. Juice ( have a cool summer )

d. AC ( silent thunder)

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e. Earphone (The Good News, The Bad News)

All of the examples above we categorize into Oxymoron because all of the

advertisement is contradict each other words like in example (a) the example show

word the cleaner you are, the dirty you get. Cleaner and dirty is contrast. (b) the

product says icy hot, that’s contrast words. (c) the product says ‘’have a cool

summer’’ cool and summer is contrast. (d) the product says thunder silent, that’s

contrast words. (e) the product says the good news, the bad news. Good and bad is

contrast.

8. Paradox

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Paradox is use of contradictory ideas to point out some underlying truth.

Examples;

a. Oak (kills hungry thirsty dead, then informs its next of skin via text)

b. Handbody lotion (stop the sun and you stop time)

c. Facial foam (just ask your boyfriend what to do. Oh, that’s right, you

don’t have a boyfriend.)

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d. Soft drink (Red Bull gives you wings)

e. Baby roller (never forget your first time, who loves you baby)

All of the examples above we categorize into Paradox because all of the

advertisement is contradictory ideas to point out some underlying truth like in

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example (a) the product says” kills hungry thirsty dead, then informs its next of skin

via text” the ideas for the product is contrast (b) the product says “stop the sun and

you stop time” that’s contrast ideas. (c)the product says “Red Bull gives you wings”

that’s contrast ideas (d) the product and the words is contrast, there is no

relationship. (e) the product and the words is contrast.

9. Personification

Personification is attributing a personality to impersonal object.

a. Car (The road to happiness has many curves)

b. Hugo ( The skyline is the limit )

c. Mineral Water (Your Source Energy)

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d. Nokia ( Harmony in the palm your hand )

e. Dunkin’ Donuts (America Runs on Dunkin’)

All of the examples above we categorize into Personification because all of

the advertisement is attributing a personality to impersonal object like in example

(a) the product says ”The road to happiness has many curves” this is personification

because the product says the road to happiness, there is no road happiness (b) “The

skyline is the limit” because skyline is something that don’t have limit (c) the product

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says “Your Source Energy” because that is something like a human characteristic

that has energy(d) the product says “Harmony in the palm your hand” because that

is like human that has harmony (e) the product says “America Runs on Dunkin’’

because America runs, that like human characteristic. In logic America can not run.

10. Simile

Simile is an explicit comparison between two things, always use like and as.

a. Netea product ( Exotic and powerful like an Italian sports car in your

mouth)

b. Silverado Car ( The truck like a rock)

c. Roof (A roof without Harvey tiles is like being burnt in hell without a

saviour)

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d. Vacuum Cleaner (Nothing sucks like an Electrolux)

e. Loreal (Like a lot of us, Preference just keeps getting and better. And I’m

worth it)

All of the examples above we categorize into Simile because all of the

advertisement is an explicit comparison between two things, always use like and as

like in example (a) the product says “Exotic and powerful like an Italian sports car in

your mouth” because the words use like, like the example above (b) “The truck like a

rock” because also has word like (c) “A roof without Harvey tiles is like being burnt in

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hell without a saviour” because has word like, comparison two things (d) “Nothing

sucks like an Electrolux” because use word like, that’s comparison things. (e) “Like a

lot of us, Preference just keeps getting and better. And I’m worth it” because use

word like, like the character of simile.

CONCLUSION

After analyzing the data, it can be concluding that figurative language is not

only use in literary work such; novel, poetry, short story, drama, and poems, but is

also used in advertisement. In order to make these advertisements more exciting

and interesting, the advertisers used figurative language to make the product

become alive. The use of figurative language in advertisement like in internet

advertisement, gives big influence in promoting the product. It is easier the

producers deliver the message of their product to the consumers.

The producers use figurative language to deliver the message of the product.

By using figurative language, the producers persuade the consumers to buy their

products. Figurative language enables the producers to sale the product quickly

because they use the memorable sentence and distinguishing it from the competitor

products.

Figurative language has more than 10 types, but in analyzing this paper was

focused to analyze 10 types, they are: alliteration, anaphora, assonance,

personification, oxymoron, paradox, euphemism, hyperbole, simile, and metonymy

that tend to be used in internet advertisements. The advertisements were classified

into food, male, female products and other. These classifications are in order to

show types of figurative language in products advertisement in our life.

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REFERENCES

Fromkin. V., Blaire, D., and Collins, P.C. (2000). An Introduction to Language. Sydney:

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Wardaugh, Ronald. 1986. An Introduction to Sociolinguistic. United Kingdom:Blackwell Publishing Ltd.

Celce-Murcia, M., and Freeman, D.L. (1998). The Grammar Book: an ESL/EFL

Teacher's Course. Massachusetts: Newbury House Publisher, Inc.

www.Literrarydevice.net/alliteration.htm ( June 08, 2015 : 13:54 )

www.Literrarydevice.net/anaphora.htm

www.Literrarydevice.net/hiperbole.htm

http://repository.um.edu.my/64/4/Chapter2.pdf

http://www.businessdictionary.com/definition/product.html

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