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B. Data Analysis
1. Classification of language style
Figure 1. Personification
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DO YOUR EYES SAY ENOUGH?
The advertisement above is taken from Cosmopolitan Magazine in April, 2005 edition. It is an eye shadow advertisement of Clinique. This product is
made for women who have sensitive skin, because Clinique introduces New Color Surge Eye Shadow that will make your eyes remain to be healthy and
beautiful. The language style used in the headline’s advertisement above is
personification, because the sentence of Do your eyes say enough? implies
as if the eyes is personified. Like the writer explained before, personification is describing a nonliving object as if there are and lives like human being. In
this case, the sentence of headline used eyes as substitute of human being who can say enough; when the word of say itself is also one of activity that human
being always do. The headline on it has connotative meaning; because it has communicative and commercial value on expression which has been received
for the readers. In this advertisement, denotative meaning of this headline means that there
is something happened with eyes like allergy or many more that can make an eyes become not comfortable. This product wants to give the solution of your
eyes problem, and to show that these products are saving for your eyes. So, the advertiser wants to introduce their product is good, and you will never say
enough to try many colors of eye shadow that you want.
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Figure 2. Personification
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FALL IN LOVE WITH YOUR HAIR
The advertisement above is taken from Cleo Magazine in September, 2007 edition. It is a daily shampoo advertisement of Evokativ. For girls who love to
wash their hair, here is a shampoo you can lather up in every day while keeping moisture and essential nutrients in the stands.
The language style used in the headline’s advertisement above is also
personification, because the phrase of Fall in love with your hair implies as if hair are personified. In this case, the sentence of headline used hair as
substitute of human being which could be loved by human.
The headline on it contains of connotative meaning, because it has an extra meaning that arises as a result of words that are written in the advertisement.
Based on the picture, it is easy to get denotative meaning from the headline. Fall in love is to feel a sudden strong attraction for something, especially for
this case is hair, so the meaning of this phrase is the correct expression to express result of using this product, because after using this product you will
feel responsible to always give the best treatment for your hair to be healthy,
beautiful and interesting.
Therefore the headline that was made by advertiser that wants to introduce their product which can help you to make your hair more weightless forms and
natural looks movement create that reveal the healthy and sensual quality in
every day.
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Figure 3. Personification
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LOVE YOUR SHAPE
The advertisement above is taken from Cosmopolitan Magazine in April, 2005 edition. It is a fruit flavoured water drink advertising of Shape. The
mineral water has zero calories that can help you to replenish your body and balance your diet, so you will love your shape of body.
The language style used in the headline’s advertisement above is
personification; it was shown in the phrase of Love your shape implies as if
the drink is personified. In this case, it is almost the same with advertisement
2, because from the picture above the sentence of headline used shape or
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