A Study of Types and Functions of Figurative Language in Beauty Advertisements on FOX TV Channel

Husna, Huriyatul (2025) A Study of Types and Functions of Figurative Language in Beauty Advertisements on FOX TV Channel. S1 thesis, Universitas Andalas.

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Abstract

This study examines the figurative language used in beauty advertisements on the FOX TV Channel. This study aimed to analyze the types of figurative language based on Leech’s theory (1969) and the functions of figurative language based on Hidayat’s theory (2004). The data was taken from the beauty advertisements aired in 2024, which were analyzed qualitatively and presented descriptively. The result of the research shows that 22 instances of figurative language were found across 12 beauty advertisements. These instances represent seven types of figurative language based on leech’s theory (1969): Metaphore, Simile, Personification, Hyperbole, Irony, Metonymy, Synecdoche. The dominant type found is hyperbole (7 times, 31.82%), implying that beauty advertisements strategically employ strong and exaggerated language to create an impression of product effectiveness and to persuade consumers. Other types include metaphor and personification (5 times, 22.73% each), simile (2 times, 9.09%), and alliteration, metonymy, and synecdoche (1 time each, 4.55%). Regarding the functions of these figurative language based on Hidayat’s theory (2004), the most frequently observed function is 'to persuade the reader,' accounting for 11 times (50%). While persuasion is a fundamental objective of advertising, this research specifically investigates how different figurative language are employed to achieve this and other communicative goals. The study also identified other significant functions: 'to create a certain mood' (6 times, 27.27%), 'to make the writer's idea clearer' (3 times, 13.64%), and 'to add the artistic effect of the idea being offered by the writer' (2 times, 9.09%). This indicates that the primary purpose of figurative language in these advertisements is to persuade buyers to purchase the advertised product. Assonance, ellipsis, and prolepsis were not found, suggesting a preference for direct and visually focused messaging over more complex or subtle linguistic devices in beauty advertising on FOX TV.

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