a. Hyperbole
Hyperbole means exaggerating something, so the meaning should not be taken literally. Hyperbole is used to emphasize the meaning so it will affect
people more than without hyperbole. Hyperbole is not only used in the story or conversation, but it is also can be used in advertisements.
In Revlon’s printed advertisements, there are 7 sentences that have hyperbole in them. Most of them contain superlative words like most and latest.
There is comparison word like more adjective than, which comparing something to the other thing. There are also words which have hyperbole feature in the
meaning, they are luscious, flawless, and ravishing. The clauses that contain hyperbole in form of superlative words are
“Undeniably, the most romantic feminine shades under the sun”, “The most luxurious lipstick ever created”, “Get the latest in luxe looks”, “Pasionate,
sensual, and seductive, get your fix of the latest in couture colour”, and “The
5 10
15 20
25
Simple Vocabulary; 17
Hyperbole; 8 Glamorization; 7
Familiar Language; 5
Repetition; 5
Potency; 5 Weasel Word; 3
Neologism; 2 Euphemism; 1
Humor; 0
Lexical Features of Advertisement
season,s most innocent colors create a look that’s pure seduction”. The comparison word that means hyperbole is in the clause “This weightless gloss
makes lips pop with color and 5x more shine than patent leather”. The word luscious, that means
“very sexually attractive” Quirk; 2001; the word flawless, that means “having no mistakes, marks, or weaknesses” Quirk; 2001; and the
word ravishing which means “very beautiful” Quirk; 2001 have hyperbole
feature in them. The word luscious is in the clause “… you’ll have hours and hours of luscious, feel-good colour in one smooth step”. The word flawless is in
the clause “…give you flawless skin in any light”. The word ravishing is in the clause “Behold ravishing new collection of vibrant violets, burnished brown, and
glowing golds”.
b. Neologism
Neologism is a term for new word that made from some words. It means that some words are combined to make a new word. In the beginning, the new
word may sound strange, but it is a good strategy to get readers attention. The advertisers of Revlon also use neologism in the word liquid-y. The
word liquid is commonly used to describe thing that have shape like water and its part of speech is noun. But Revlon makes it into a new word, liquid-y, by adding
the suffix –y so it changes the part of speech, which does not exist before, and also changes the meaning into having liquid characteristic. This word is in two
clauses which are “Liquid-y smooth” and “Liquid-y sexy”. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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