SKRIPSI Jurusan Sastra Inggris - Fakultas Sastra UM, 2017

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The Use of Figurative Language in Fast Food Advertising Slogans

Kevin Evodie Gerardo Wana Sampurna




In this modern era, the use of advertisements as a means of public communication is highly inevitable, especially in the field of business. Fast food corporation is one of the most reputable businesses which depends much on advertising sector. A lot of major fast food companies have been creating advertisements, including slogans. Fast food advertising slogans are believed to be different from others since they often involve the use of figurative language. Therefore, this research aims to investigate the types of figurative language commonly used in fast food advertising slogans and the people’s perceptions towards the effectiveness of figurative language in fast food advertising slogans.

A descriptive qualitative approach was used as a research design. Data of this study were derived from two main sources. The first data source was fast food advertising slogans obtained from several websites. The slogans chosen are based on the list of America’s favorite fast food restaurants in 2016. The total number of slogans successfully collected were 62 pieces. The second data source was drawn from the questionnaire survey. The researcher had asked 70 respondents to fill out the questionnaire. All of them are the current eighth-semester students of English Language and Literature, Faculty of Letters, State University of Malang. To support the analysis of the data, the researcher used the theoretical concept of figurative language by McQuarrie and Mick (1996) and the concept of AIDA (Attention, Interest, Desire, and Action).

From the results of this study, each of the fast food advertising slogans comprising at least one or even many types of figurative language. Ellipsis is the most dominant type of figurative language (21%), followed by metaphor in the second rank (15%), metonymy in the third rank (14%), hyperbole in the fourth rank (13%), rhyme and simile in the fifth rank (5%), anaphora, epistrophe, parison, and rhetorical question in the sixth rank (4%), alliteration, chime, personification, and imagery in the seventh rank (3%), and allusion in the last rank (1%). Furthermore, based on the results of the questionnaire, most of the respondents agree that figurative language can effectively attract attention, maintain interest, create desire, and lead to an action.


The researcher recommends this study for students, specifically for Linguistic students, that they can broaden their understanding of figurative language by using this study as a reference. For future researchers, they are expected to conduct a further and deeper research concerning the use of figurative language in advertisements. For advertisers, they should pay attention to figurative language used in advertisements.A