SKRIPSI Jurusan Sastra Inggris - Fakultas Sastra UM, 2017

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An Analysis of Persuasive Language in Cosmetic Advertisements

Ina Isnaini




Isnaini, Ina, 2017. An Analysis of Persuasive Language in Cosmetic Advertisements.Thesis, English Department, Faculty of Letters, State University of Malang. Advisor: (1) Dr. Suharyadi, M.Pd, (II) Dr. Hj. Emalia Iragiliati, M.Pd.


Keywords: persuasive language, cosmetic advertisements, figure of speech, positive politeness

A persuasive language in advertisements is a memorable motto or phrases that always attaches in our daily. Persuasive language also as a repetitive expression of an idea or purpose which is usually used in public business that functions to attract readers’ attentions. One of the representations of persuasive language can be seen in cosmetic advertisements. Cosmetics is one of the most useful to people, especially women. They use persuasive language to attract the consumers by using advertisements. The uniqueness is in the structures and meanings of persuasive language as the expressions of ideas and opinions. In this study, the researcher identifies: (a) what types of figures of speech are found in persuasive language in cosmetic advertisements and (b) what are the sociopragmatic meanings of the words of persuasive language in cosmetic advertisements.

There are several steps needed to obtain the proper data. First, after downloaded data taken from the transcription were filtered based on cosmetic advertisements. The next step is analyzing the languages in cosmetic advertisements based on Lapsanska (2006) of the use of figures of speech in the slogan. After that, the researcher explained the meanings of each cosmetic advertisement used in the data related the persuasive language.

The research findings show that the cosmetic advertisements use three types of figures of speech. Those three figures of speech are hyperbole, synecdoche, and apostrophe. Moreover, there are four persuasive language which use positive politeness strategy no.11: be optimistic.


This study is expected to give new sight and information about the persuasive language in cosmetic advertisements. Meanwhile, despite providing the explication of persuasive language, figures of speech, and positive politeness strategies as the references, future studies may develop this study deeper, especially on the aspect of language which explains more deeply about advertisements.