The Use of Verbal Language in Wardah Cosmetic Advertising

DOI

10.2991/assehr.k.211226.024How to use a DOI?

Keywords

Indonesian; Foreign Language; Advertising Language Style; Wardah Cosmetics

Abstract

Advertising language is the language of communication between producers and consumers. Advertising language has the form of verbal and nonverbal language. Verbal language is the spoken and/or written language used in advertisements. Verbal language in advertising uses the form of sentences, persuasion diction which has a communicative function. Diction in advertising prioritizes belief, trust, and the ability to persuade readers to use the advertised product. This study aims to examine the diction and style of verbal language in Wardah cosmetic advertisements. The diction in wardah cosmetic advertisements is directly related to the vocabulary of cosmetics and beauty tools. It is suspected that the use of diction in Wardah cosmetic advertisements comes from the absorption of foreign languages. In this regard, the results of this study include (a) the use of diction and vocabulary in the language of wardah cosmetics advertisements, (b) the delivery of message content, in the form of information appeals, emotional appeals, and motivational appeals. (c) the use of message style, in the form of association, metaphor, personification, allegory, simile, synecdoche, symbolic, and metonymy. With the right style of language, it can make the process of delivering product information from producers to consumers easier to understand.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

Download article (PDF)

TY  - CONF
AU  - Somadi
AU  - dan Ikhwan M. Said
PY  - 2021
DA  - 2021/12/27
TI  - The Use of Verbal Language in Wardah Cosmetic Advertising
BT  - Proceedings of the International Congress of Indonesian Linguistics Society (KIMLI 2021)
PB  - Atlantis Press
SP  - 111
EP  - 115
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211226.024
DO  - 10.2991/assehr.k.211226.024
ID  - 2021
ER  -