Analysis Of The Language Style In Japanese Language Cosmetic Advertising Slogan

Abstract

In communicating, humans as social beings can use language as a means of communication to convey information, both verbal and non-verbal communication. To reach something desire, thoughts, and desires language is used as a medium to achieve these goals (Sutedi Dedi, 2004 : 2). One example is the use of language in advertising slogans. Advertising language contained in this slogan must be considered in order to cause good meaning for the reader. This can be caused through language in order to create an impression or image of the product in the eyes of consumers. This study aims to describe or explain the various types, as well as the forms of language use found in the slogans of Japanese magazine cosmetics products. The main data source is the advertisement slogan of Maquia cosmetics magazine, April 2019 Edition. The object of this research is rhetorical style and figurative language contained in the slogan of Maquia cosmetics magazine advertisement, April 2019 edition. The research method used is descriptive, then through this research method, will produce descriptive data in the form of written / spoken words from people or observed behavior. Data collection techniques are done by listening and note taking techniques. The results of this study stated that in the advertising slogan of the April 2019 edition of Maquia magazine, there were (1) six categories of rhetorical language styles on 11 data consisting of 1 alliterative language style, 2 asindenton language styles, 2 polisindeton language styles, 2 perifrasis language styles , 3 hyperbolic language styles, and 1 paradoxical language style (2) six categories of figurative language styles on 11 data consisting of 1 equation or simile language style, 4 personification language styles, 2 sinekdoke language styles, 3 metonemical language styles, and 1 style the language of irony, cynicism, and sarcasm.
Keywords: Language Style, Ad Slogan, Japanese