Advertisement is a tool to promote a product. Advertisement usually uses mass media like a TV station because human considers that TV is a unique and powerful element. In promoting a product, advertisement also needs language style to make consumers attracted to the products. The language style itself is an unusual way for communication. The aim of using language style is to make audience attracted to what the speaker is saying. Language style is made as attractive as possible so that consumers attracted to the products that are advertised. This research focuses on Figures of Speech used on the taglines of drinking water advertisements in some TV stations in 2014 until 2015. Furthermore, the writer uses 17 advertisements as the objects to be analyzed. The Figures of Speech used are Metaphor, Metonymy, Personification, Hyperbole, Paradox, Ellipsis, Rhetorical Question, and Repetition. In addition, hyperbole and paradox are mostly used in the taglines of drinking water advertisements, because the purpose of hyperbole itself is exaggerating something and situation. Furthermore, hyperbole is used in order to obtain the deepest impression for the listener. While paradox gives a true meaning.

SI1715

SKR BSI 2017 15

Perpustakaan FAH (Skripsi BSI)

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