Personification Types and the meaning of Non-literal meaning Found in Reader’s Digest Magazine

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CHAPTER IV ANALYSIS AND FINDING

The data to be analyzed in this thesis are taken from Reader Digest Magazines Advertisements published on July-August 2012, October 2012 and February 2013. The analysis focused on non-literal meanings are explained before in chapter II. After analyzing the data there are 6 kinds of non literal meaning known as Personification, Irony, Simile, Litotes, Hyperbole and Metaphor. This analysis consists of advertisements which are categorized as non-literal meaning. Therefore, this analysis is used to show the meaning of the phrases or the sentence of the advertisements which are categorized as non-literal meaning. The non-literal meaning found in the advertisements will be analyzed to get the literal meaning.

4.1 Types and the meaning of Non-literal meaning Found in Reader’s Digest Magazine

4.1.1 Personification

1 What did your blood sugar meter tell you today? New One Touch Verio IQ. The first meter ever with PatternAlert Technology. Every time you test, it looks for hidden patterns of high and low blood sugar, and alerts you when it finds one-right or screen. Reader Digest, July-August 2012. The advertisement above uses figurative meaning, which is ‘personification’. The advertisers use ’New One Touch Verio IQ” as a verb of subject. The word “what did your blood sugar meter tell you today? The word is an activity that shows how is the condition of the blood sugar meter not to tell like a human being. Literally “tell” Universitas Sumatera Utara 42 means something that can be spoken by somebody. But in this advertisement they use the product to tell somebody about the measure of blood sugar. 2 A Healthy Heart is a Happy Heart. Reader Digest, February 2013. This advertisement is absolutely using the figurative language. Figurative language used in this advertisement above is “Personification”. In the advertisement above, the word “happy” indicates a “personification” since it is regarded as the living thing that has ability to make you feel something or make you in a good mood. Happy means feeling enjoy. Actually the advertisers want to inform the product of “Sundown Naturals” as in the advertisement is a medicine. So figuratively, the advertisement above means if we eat the Sundown Naturals Product, it will keep our heart healthy without afraid for being sick. 3 Let’s get Moving for a Healthier Heart. Reader Digest, February 2013. This advertisement uses the figurative meaning which is ‘Personification’. It can be seen from the word “moving”. Literally moving means we go to another place. But in this advertisement means that we can do something good in our life so it will keep us stay healthy. It means that we have to make our self better than before for the healthier life. Universitas Sumatera Utara 43 4 Help make that jump from the floor to your lap feel easier. Reader Digest, February 2013. This advertisement uses figurative language. The figurative language used is ‘personification’. That can be seen from the word ‘jump’ from the floor is something that can only be performed by live objects. Meanwhile this advertisement is just a food for a cat. A food is not be able to make something that can be done by humans but, as food is something that can be eaten into the human body. The advertisers want to make so much interested in this advertisement to be seen by consumers. 5 This Medical alarm may save your life. Lifeline can provide you the help need in any emergency. It’s simple, reliable and affordable-one of the best values on the market today. Don’t wait until it’s too late. Reader Digest, February 2013. In the advertisement above, the word ‘save’ indicates a ‘personification’ that has a literal meaning to make you feel better from the place before and can be done by human being. Figuratively, it means that this medical alarm can make us save from everything. The word ‘save’ is the characteristic of human being that intent to help something. But in this case, ‘driving’ is attached to inanimate objects. The third line also shows us that have a figurative language which is hyperbole. It can be seen from the word one of the best values on the market today. The advertisers really want to make the advertisement more interested to be seen by the consumers. Universitas Sumatera Utara 44 6 Kick out your worst symptoms; Get back to your best self. Reader Digest, February 2013. In this sentence is ‘personification’. Actually, the word ‘kick out’ is a human personal quality. But in this sentence, the medicine is describe can be kick out on something. It is impossible that medicine can kicked out on something. Kick out is human qualities, the advertiser use it to personify the medicine. The word ‘kick out’ can be defined as to cure. And the word ‘kick out’ means to cure a sickness of pressure and pain of worst symptoms. 7 Looking for a better way to remember things? Remember life’s DHA. DHA is one of the good Omega 3 fats that help keep your brains running optimally as we age. Just like we need calcium for strong bones we need DHA for strong brains look for all natural JulyAugust 2012. Reader Digest, JulyAugust 2012. In the advertisement above, the word ‘running’ means help to maintain the work of brains. While, running means with high going fast with high speed to another place that can be done by human being or human’s personality qualities. In conclusion the advertisement above can be categorized as ‘personification’ because it has human characteristic. The advertiser above wants to describe about the medicine which is life’s DHA that can be used for our brain. Universitas Sumatera Utara 45

4.1.2 Irony