Associative Meaning In Cosmetics Avertisement

Dian, Mardhiyyah (2022) Associative Meaning In Cosmetics Avertisement. Diploma thesis, Universitas Andalas.

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Abstract

This research aims to analyze of associative meaning types that emerge in cosmetic advertisement. Associative meaning is the theory proposed by Leech (1981). The associative meaning type in this research is limited into three types, namely connotative meaning, affective meaning and collocative meaning. The purposes of this research are to identify the types of associative meaning in cosmetic advertisement and find out the dominant type of meaning of associative meaning that appears. The data source of this research is five cosmetic brands which the advertisements data is taken from each brands' website. The brands are Bobbi Brown, Clinique, L'Oreal Paris, Maybelline and Estee Lauder. The data form of this research are the phrases, clauses, and sentences from cosmetic advertisements. The results of this research found that the most frequent type of associative meaning found in the data is connotative meaning with 21 data, then followed by affective meaning with 9 data and collocative meaning with 3 data. The advertiser or the author of every cosmetic brand constructs the associative meanings in order to attract the attention of the customers, give the special sense to readers so that they will buy the products offered.

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