Functions of Rhetoric and Figurative Language in Instagram Social Media Skin Care Ads

Abstract

Instagram is one of the means of information on social media to display an advertisement in the form of images or videos. Instagram is visited by many people, especially teenagers. Many advertisements are displayed on Instagram, one of which is an advertisement for skin care products. Skin care products are in great demand by Indonesian women, especially teenagers, because basically women always want to look beautiful and glowing. The use of language style and the impression that we can catch on skin care product advertisements is one of the things that influence consumers to be interested in buying them. The basis of this research begins with linguistics, namely stylistics. This study aims to examine more deeply, adequately, and comprehensively about alliteration style, hyperbole style, metaphorical style, personification style and function of language style in skin care advertisements on Instagram. The theory used in this research is stylistic theory. The method used in this research is qualitative method. Data collection techniques using documentation, reading and recording. The data analysis technique used is descriptive data analysis technique (processing, analyzing, and interpreting data). The results of the research found in Instagram social media skin care advertisements found that there were forms of rhetorical language styles including alliteration, assonance, asidenton, polysidenton, eroticism and hyperbole. In addition, figurative language styles were also found including simile, personification, synecdoche, and metonymy. The language style function found aims to explain, strengthen and bring life to inanimate objects in Instagram social media skin care advertisements.