Hyperbole in Jollibee Advertisement on Instagram

Khairunnisa, Al Izzati (2023) Hyperbole in Jollibee Advertisement on Instagram. Diploma thesis, Universitas Andalas.

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Abstract

This research discussed the analysis of hyperbolic expression in Jollibee advertisement on Instagram. This research aimed to find out the form of hyperbole used in the Jollibee advertisement on Instagram and its function. The source of the data were taken from Jollibee advertisements posted on April 2021 until March 2023. This research was conducted using a descriptive qualitative method. Thus, in doing this research, library research was applied to analyzing the data. The data collection were analyzed based on the types of hyperbole theory by Maria Christodoulidou (2011), the form of hyperbole using theory by Claridge (2011), and the function of hyperbolic expression using purposive sampling. The data are hyperbolic expressions in the form of words, phrases, and sentences in Jollibee advertisements on Instagram. The results of the analysis are presented descriptively and using tables. The author found 34 hyperbolic expression data categorized into two types: overstatement of numbers and quantity and impossible description. The forms of hyperbole found in Jollibee advertisement were single word hyperbole, phrasal hyperbole, causal hyperbole, numerical hyperbole, superlative, comparison, and repetition. The most hyperbolic form found was single word hyperbole. Eighteen advertisements contain single word of hyperbolic form, seven advertisements contain superlative hyperbolic form, four advertisements contain clausal hyperbolic forms, two advertisements contain comparison hyperbolic form, and the last, numerical, repetition, and phrasal only happen in one advertisement each. Furthermore, there are some hyperbolic functions in terms of food advertisement that occur in the finding data. They are exaggerated taste, amplified benefits, excessive visuals, and dramatic language.

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