We can find the implementation of the influence of choice of words in advertisements. Advertisements is a small part of the day life of business,
governments and of the people who work in and with it endless excitement, fascination, and frustration. Advertising is the only one of several selling products
such as goods, services, etc. It is also said as the keystone in the arch of sales. Nowadays, advertisements play a great role in business which can be the best way
in getting the consumers attention. This thesis is focused on the analysis of diction used in advertisements.
We find many advertisements of various kinds of product in magazine. It still needs choice of words to communicate the messages from the product. They
motivate the readers confronted with shelves of front covers competing for their attention to buy or magazine rather than another. So every single word with the
appropriate words is very significant and influencing. Finally, realizing the existence of words in advertisement is very crucial; I
would like to analyze the diction or choice of words used in advertisements in magazine. The main concern is whether the advertisement uses literal or non
literal language to convey the intended message.
1.2 Problem of the Analysis
This thesis focuses on the following problems:
What are the diction or word choice and the meaning of the diction used in the magazine’s advertisement?
What kinds of figurative language used in magazine’s
advertisements
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How are they used figurative language used in magazine’s
advertisements?
1.3 Objectives of the Analysis
This thesis is focused on the diction used in magazine’s advertisement. The objectives of analysis can be classified as follows:
First, in analyzing the selected data of advertisements in
magazines, we are expected to find the diction and the meaning of advertisements. We know that there are two kinds of meaning,
denotative and connotative meaning. Therefore, in this analysis the first aim is to find the meaning of advertisements in magazines.
Second, in expressing the idea, those advertisements usually apply
the figurative language such as personification, metonymy, simile, hyperbole, allusion, and so on. Thus, this analysis is to find the
figurative language of such expression used in the advertisements.
Third, in order to explain the using of the figurative language so it can be pointed out using such kinds of the figurative language.
1.4 Scope of the Analysis
This thesis is focused on the diction or choice of words used in advertisements in magazine. The writer restricts the analysis merely on those
concerns with meaning and the figurative language found in magazine’s advertisement. There are some of figurative languages used in advertisements,
such as personification, metonymy, simile, hyperbole, allusion, and so on. This
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analysis is to find the key words in determining the figurative language of each expression.
In this thesis, the writer will analyze 20 advertisements from some types of products such as Food and Beverage, Beauty and Health, Automobile, Electronic
Tools,
1.5 Significances of the Analysis
This significance theoretically is to enrich linguistics studies especially diction in advertisements. Those objectives are expected to give some significance
to readers especially for those who are interested in analyzing and learning the diction used in advertisements. The significances practically are:
This thesis will give accurate information about the diction or word
choice used in advertisements in magazine.
By reading this thesis, hope the reader will know some figurative languages applied in advertisements.
By reading the thesis, the reader will also be able to differentiate
the figurative language used in magazine’s advertisements then in any other media such as newspaper, radio, internet, etc.
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CHAPTER II REVIEW OF LITERATURE
2.1 The Definition of Diction 2.1.1 Diction
