The Use of Verbal Language in Wardah Cosmetic Advertising
- 10.2991/assehr.k.211226.024How to use a DOI?
- Indonesian; Foreign Language; Advertising Language Style; Wardah Cosmetics
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.
- © 2021 The Authors. Published by Atlantis Press SARL.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
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 -