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Cosmetics Advertisements in Cosmopolitan Magazine: Figurative Languages and Persuasive Techniques
Regina Sara Agustina (2018) | Tugas Akhir | -
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This study entitled Cosmetics Advertisements in Cosmopolitan Magazine: Figurative Languages and Persuasive Techniques aimed to discover types of figurative languages and persuasive techniques used in the cosmetics advertisement displayed in Cosmopolitan Magazine, March, volume 254 numbers 3, 2013 edition. Furthermore, the hidden message was analyzed as well in order to help the reader fully understand the advertisement. The advertisements selected were make-up advertisements. This project applied qualitative method to analyze the data showed in the advertisements. The results of the analysis clarified that the dominant styles of figurative languages used in the advertisements were assonance and alliteration. Those styles are used frequently, as the function of them create musical rhythm and make the text easily remembered. Meanwhile, most used persuasive techniques was intensity, as the technique can persuade the readers convincingly. Keywords: Cosmopolitan magazine, make-up advertisements, figurative languages, persuasive techniques.