FIGURES OF SPEECH IN THE JINGLE OF CHILDREN’S MILK ADVERTISEMENT: A CASE STUDY IN INDONESIA
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Date
2021
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Widyatama University - WIBEST
Abstract
This research deals with figures of speech found in the jingle of children's milk advertisement, case study in
Indonesia. The research using qualitative description method and the object of the study is jingles milk
advertisement. The source of datawere gathered byYouTube observation. An author conducted several
research steps such as; collecting data, watching advertisements (either through television/youtube), finding
the transcripts, making data sheets, and categorizing data into data sheets. The data were analyzed by using
Stylistic theory, which consist of twelve figures of speech:
metaphor,.metonymy,.personification,.simile,.synecdoche,.paradox, litotes,.hyperbole,.parallelism, anaphora,
alliteration, repetition. The result of this study shown that metaphor, repetition, and hyperbole are used in the
jingles of children's milk advertisements. The result of the research shows that figures of speech deeply
influence jingle's.This study is important to find out the kinds of figures of speech that are used in the
advertisements jingle. By analyzing these figures of speech, it is expected that people who read this paper
will be comprehend more about figure of speech, they will be easier know kinds of figures of speech and
figures of speech of in a jingle hold a very important role in attracting children's attention.