A Semantic Analysis of The Use of Figurative Speech in The Tagline of Cosmetic Products

Abstract

The aim of this research is to identify the types of figurative speech that are used in the tagline of cosmetic products and how taglines can persuade customers. This research uses qualitative descriptive method. The tagline theory used Kotler and Ketler (2007) . The total data is 30 taglines consisting of 20 figurative speech . From the results, there are 20 types of figurative speech . From 30 taglines, there are (5 ) hyperbolic as a figurative speech and followed by metonymic figures that only have (3) taglines in the thesis data attachment. Epigram as a figurative speeches have (3) taglines, and followed by several figurative speeches such as oxymoron (2), paradox (2), metaphor (2), and followed by (1) Pun, (1) Euphemism, (1) Litotes, (1) Irony, (1) Onomatopoeia, (1) Understatement, (1) Chiasmus, (1) Synecdoche, (1) Personification, (1) Simile, (1) Alliteration, (1) Anithesis, (1) Apostrophe,and (1) Circumlocution. The research results shows that taglines not only can attract the customers to buy the certain cosmetic brand from persuasion, but how information can be conveyed and how taglines as a reminder for the buyer.