Rhetorical Language Research Articles

초기 산문 우파니샤드의 재생론

[Objective] The purpose of this study is to hermeneutically compare the rebirth centered on the frame stories of three editions of the early prose Upanishads. In a macroscopic sense, it aims to academically establish the concept and characteristics of the theory of rebirth in the early Upanishads, which is evaluated as a preliminary stage of the theory of reincarnation that functions as a complex of rebirth-karman-liberation in Indian religion. [Contents] This study proceeds with the Sanskrit texts interpretation of representative rebirth phrases in the early prose Upanishads and their multi-faceted analysis. In detail, it deals with the aspects of Devayana and Pitryana described in the text, and the issue of karman of good and evil deeds, and analyzes the concept and system of rebirth by comparing and examining the similarities and differences of the three editions. [Conclusions] The conclusions of this study are as follows. First, the process of rebirth revealed in the early prose Upanishads reveals its essence through the finitude of human beings and the convention of time that attempts to transcend them. Second, while BĀU and ChU compromised the formal expressions and modes with the vedic tradition, KauṣU began to use the rhetorical language of knowledge and karman as the theme of Upaniṣad. Third, the early prose Upanishads contain hints at the fundamental modes of karman and liberation, but these are evaluated as preliminary stages of the formalized theory of reincarnation.

Scaling Globalization: The Circulation of Language Resources in Two Indonesian Global Social Movements

This study explores two social movements in Indonesia to measure the extent to which the locals mobilize towards the center. This objective departs from two contradictory statements, namely 'Global Language' (Crystal, 2003; see also the issue of Linguistic Imperialism) which argues that globalization always moves towards the center and produces uniformity, and another statement which argues that globalization results in varieties and differences (Blommaert, 2007, 2010; Machin & van Leeuwen, 2003; Pennycook, 2006). Therefore, two significant global social movements in Indonesia were chosen in this article. The first one is the social movement of Tragedi Kanjuruhan which started from specific local issues and narratives, and the second one is Global Climate Strike social movement which started from global issues shared by people worldwide. Both social movements have a specific language rhetoric. It is shown through the languages used in each social movement which reflects locality and globality. To examine this mobilization, this study employs scaling or scale measurement as a method (see sociolinguistic scales from Blommaert, 2010; scalar practice from Canagarajah & De Costa, 2016), focusing on scope and value (horizontal and vertical measurement). From the analysis, it is known that the differences in linguistic resources contribute to different elements of locality and mobility which circulates with different motives. In the end, this study can offer valuable insights into understanding how global and local are mobilized in one example of globalization.

Visual metaphors and white space: How the visual rhetorical language in advertising influences consumer responses to paradox brands

Paradoxical brands are very common in the marketplace, and increasing the appeal of paradoxical brands to consumers is not only an important challenge for marketers but also a key issue for scholars. Based on psychobiological dual system theory, the broaden-and-build theory of positive emotions, and high-low context culture theory, this study examines the effects, mechanisms, and boundary conditions of visual metaphor ads with extended white space on consumers' responses to paradoxical brands. The results of the three experiments showed that visual metaphor ads with extended (vs. limited) white space increased consumers' favorable evaluations and preferences for paradoxical brands by serially increasing their aesthetic pleasure and cognitive flexibility. In addition, these indirect effects were more pronounced in high-context cultures and were not observed in low-context cultures. This study not only makes important theoretical contributions but also provides new managerial insights into how managers can effectively promote paradoxical brands.

Fostering Creative Problem-Solving Abilities in Chinese Language and Literature Majors

This paper discusses the importance and necessity of fostering creative problem-solving abilities among Chinese language and literature majors. Traditional teaching methods such as lecturing have limitations in cultivating students' creative problem-solving abilities, lacking open-minded thinking training and interdisciplinary practices. The evolution of Chinese language and literature education from emphasizing language rhetoric to literary history is analyzed for its impact on student capability development. To effectively enhance students' creative thinking and practical problem-solving skills, the recommendation is to introduce diversified methods and interdisciplinary training in teaching, enabling students to flexibly apply literary knowledge to address real-world issues. This reform not only contributes to cultivating well-rounded professionals in the field of literature but also provides crucial support for societal and literary research advancement.

Linguistic Aspect of Black and White Rhetoric in Language (Based on the Russian and Kyrgyz Languages)

Linguistic Aspect of Black and White Rhetoric in Language (Based on the Russian and Kyrgyz Languages)

Kontra Narasi Terorisme Dalam Syair Arab: Kajian Syair Karya Muhammad bin Rasyid Ali Maktum

<p><strong>Until now, terrorism is still a big problem in society. That is why it is very necessary to carry out movements to counter acts of terrorism. One way to overcome this is by carrying out a counter-narrative of terrorism, namely by compiling a narrative that is deliberately created and framed with the aim of countering or minimizing the influence of negative narratives that have an intolerant and extreme tone. Sheikh Muhammad bin Rasyid Ali Maktum is a high-ranking official in the UAE who took part in carrying out a counter-narrative of terrorism in poetry. This study focuses on examining the counter-narrative in his poetry entitled <em>Fitnah al-Irhab</em> using a descriptive qualitative method that uses heuristic and hermeneutic reading of the poetry. This study resulted in the finding that the poem entitled <em>Fitnah al-Irhab</em> has fulfilled four steps or four points as a form of counter-narrative of terorism. Namely, first: reframing the conflict, second: counter analogy, third: counter strategic goals, and fourth: use rhetorical language style.</strong></p><p><strong><em>Keywords</em></strong> - <em>Terrorism, Counter Narrative, Arabic Poem, Muhammad bin Rasyid Ali Maktum</em>.<em></em></p>

Rhetoric of psychological measurement theory and practice.

Metascience scholars have long been concerned with tracking the use of rhetorical language in scientific discourse, oftentimes to analyze the legitimacy and validity of scientific claim-making. Psychology, however, has only recently become the explicit target of such metascientific scholarship, much of which has been in response to the recent crises surrounding replicability of quantitative research findings and questionable research practices. The focus of this paper is on the rhetoric of psychological measurement and validity scholarship, in both the theoretical and methodological and empirical literatures. We examine various discourse practices in published psychological measurement and validity literature, including: (a) clear instances of rhetoric (i.e., persuasion or performance); (b) common or rote expressions and tropes (e.g., perfunctory claims or declarations); (c) metaphors and other "literary" styles; and (d) ambiguous, confusing, or unjustifiable claims. The methodological approach we use is informed by a combination of conceptual analysis and exploratory grounded theory, the latter of which we used to identify relevant themes within the published psychological discourse. Examples of both constructive and useful or misleading and potentially harmful discourse practices will be given. Our objectives are both to contribute to the critical methodological literature on psychological measurement and connect metascience in psychology to broader interdisciplinary examinations of science discourse.

SENTUHAN NILAI ADAB DAN AKHLAK YANG TERKANDUNG DALAM KARYA PUISI MELAYU

This study discusses the exploration of the values of courtesy and morality embedded in Malay poetry. These values are intricately crafted using metaphors or direct expressions, coupled with the fusion of natural elements and positive values that depict the culture of the Malay society. Forms of Malay poetry, such as pantun, for instance, serve as expressions of advice and guidance that shape the identity of the community during that particular period. Meanwhile, Malay proverbs and sayings contain wisdom and past experiences, serving as practical guidance in facing situations, enriching the language, while preserving cultural values. There are also Malay poems that convey implicit language structures and deliver subtle meanings, such as gurindam. Poetic forms like gurindam are often depicted in rhetorical language structures through expressions of deep emotions and feelings, simultaneously fostering noble characteristics and high morality as a virtuous and humble individual. This study employs a qualitative method that focuses on a profound understanding of the phenomena and meanings behind the values and characters present in Malay poetry. Data is collected through observation and text analysis to identify and analyse patterns of cultural values in Malay literary poetry. Consequently, the results of this study can illustrate the role of Malay poetry in shaping the values and character of an outstanding society. In other words, Malay poetry contributes to a high civilization and serves as a guide, especially for the current generation facing challenges of modernity and globalization.

Vittorio Alfieri e la lingua “classica” di Simeon Marcovici: alcune considerazioni metodologiche sulle traduzioni dell’Oreste e del Filippo

"The most representative Romanian translations of the 19th century can be the subject of an aesthetic-rhetorical study, which, usually, we would devote to an original literary work. Because of their experimental character, the translations are closely linked to the contemporary “language question”: thus, they offer a tool to observe the evolution of literary Romanian in those crucial decades. In other words, we can consider translations as a ground for the reception of Western models and the development of modern literary language. In this study, we propose overcoming the two most popular approaches to Romanian translations: the exclusively lexicographical one, which mainly focuses on the collection of data related to the neological lexicon: the exclusively historical-sociological one, which considers translations as historical-literary and socio-cultural documents without dwelling on the aesthetic-rhetorical values of the literary text. On the contrary, the value of such translations lies not only in their being (useful) witnesses to certain linguistic forms or certain sociological and historical contexts, but in the fact that they are autonomous literary texts. Composed exclusively of translations of literary works and technical texts, Marcovici’s output is a typical example of the extraordinary phenomenon of Romen translations in the first half of the nineteenth century. His prose translations of two of Alfieri’s tragedies, Oreste and Filippo, in a volume published in Bucharest in 1847, mark one of the high points of interest in Alfieri’s output in the Romanian nineteenth century. Such a late interest in an eighteenth-century author like Alfieri, who had played so much part in the Italian, Greek, and Romanian Enlightenment and Preromantic temperament, often cloaked in anti-Tyrannical nationalism, should not be surprising. Marcovici’s entire cultural activity shows a strong “anachronistic” inclination toward neoclassical themes, also motivated by his being professor of rhetoric at the College of St. Sava. For Marcovici, literature is not only to be considered in the same way as a “school of moralization”, but also a model for the correct use of literary language. It follows, therefore, that there should be a determined fidelity to the needs of popularization, to the “simple” style, to the naturalness of vocabulary and to the minimization of the needs of overdeveloped rhetorical language. The contribution will therefore go through some lexicographical, stylistic and rhetorical aspects of the two Alfierian translations, focusing on the “classicism” of Marcovici’s language."

Using "Gaze Theory" to Explore the Plight of Women in Literary Rhetoric and Real Society in "Fang Siqi's First Love Paradise"

"Fang Siqi's First Love Paradise" is a novel by the late Taiwanese female writer Lin Yihan, the main content of the novel is that the junior high school girl Fang Siqi was sexually assaulted by cram school teacher Li Guohua for a long time, and finally had a nervous breakdown. "Fang Siqi's First Love Paradise" has attracted the attention not only Fang Siqi, who has been sexually assaulted but also a large number of female images under the gaze of male power ideology and male subjects, losing freedom and discourse, unconsciously being shaped into the appearance of male hope, the novel directly exposes the survival dilemma of women's reality in this regard. At the same time, Lin Yihan writes in the highly rhetorical language of literature, exposing the violence of male power in the world of rhetoric and skillfully outlining the plight of women in the world of literary rhetoric. Starting from the theory of "gaze", it focuses on analysing women's postures in both literature and reality and explores the manifestations and reasons for women's double dilemma.

Economics as a rhetorical language game

PurposeThis paper aims to argue that Economics is not a neutral science.Design/methodology/approachPost-structuralist perspective of Lyotard (1984), alongside the Pragmatics of Searle (1979) and Travis (1981) are useful for analyzing enunciations in mainstream Economics.FindingsEconomists use illocutionary acts expressed in formal language to achieve perlocutionary effects. Because of the importance attached to objectivity in mainstream Economics, the use of artificial languages is preferred to natural language. However, formal language is preferred regarding its perlocutionary effects on economists' community.Originality/valueThis paper puts together the Continental and the Analytical Philosophy and show, in an original manner, how their intersections and how they can be useful to better understand the epistemology of Economics.

Революционные идеи 1917-1918 гг. как катализатор изменения языка публицистики

The aim of the study is to determine the trends in the publicistic style of the Russian language during the October Revolution of 1917-1918. The article presents the results of the linguistic and historical understanding of the changes in the language parameters of the publicistic style in the context of the manifestation of the strongest extralinguistic factor that affected all sectors of the country’s society - a revolution aimed at changing the state system. The scientific novelty of the study lies in the fact that by a certain sample of examples from publicistics, which were derived from such sources as the newspapers “Zemlya i Volya”, “Russkiye Vedomosti”, “Krasnaya Gazeta”, trends in the publicistic style of the Russian language are determined and described, including the verbal expression of the ideological attitudes of communicative messages senders - journalists and politicians. As a result, it has been proved that the beginning of using manipulative techniques aimed at forming in the minds of recipients those images that are beneficial to the sender of a communicative message was precisely in the era of revolutionary publicistics. Journalists writing texts for the newspapers “Zemlya i Volya” (peasant newspaper of the Socialist Revolutionary Party), “Krasnaya Gazeta” (Bolshevik newspaper), “Russkiye Vedomosti” (Kadet newspaper) used the rhetorical language means in order to ensure the most effective broadcast of ideological attitudes of the parties they represented.

Музично-творчі уміння та можливості їх формування з використанням сучасної електронної техніки

The article clarifies the concept of “creative skills in music” based on a systematic analysis of the phenomenon of creative skills from the standpoint of psychology, poetics, and art pedagogy. In the psychological sense, creative skills in music are the result of the synergy of emotional-perceptive and cognitive actions of an individual, which are expressed as fantasizing and constructing relatively new musical artifacts or ways of creative activity. In the poetic aspect, creative skills in music are defined as the technique (in the broadest sense of the word) of using musical sound, musical language and means of musical rhetoric, in particular genre and style models. Based on this understanding of creative skills in music, the basic possibilities of their formation using modern electronic equipment (computer, sound synthesizer, Internet) are outlined.

Figurative and Rhetorical Language Style of the Speech of His Royal Highness Sultan Nazrin Shah the Sultan of Perak

This study is a textual analysis on the figurative and rhetorical language style used in the speeche of DYMM Sultan Nazrin Shah, the Sultan of Perak, in conjunction with the “Konvensyen Memperkukuh Pasak Negara” convention. The objective is to examine the direct and indirect language styles used by the King in his formal speech and ideas he intended to convey. Gorys Keraf and Enos & Brown’s Modern Rhetorical Theory provides the theoretical grounding for this study. Both the figurative and the rhetoric expressions were extracted and classified according to suitable types. Results of the study show that Sultan Nazrin Shah has used various figurative and rhetoric language styles in his speech. These included the use of metaphor, personification, simile, antithesis, allegory, synecdoche, alliteration, assonance, acetone, tautology, hyperbole and paronomasia. The dignity of the Sultan Nazrin Shah is very much in line with his intellectual powers. His form of articulation has thus become his trademark as a sultan and a ruler of the State of Perak, in line with his desire to uphold Malay as the national language. The study also shows the sovereignty of the Malay language that, when upheld, could be the language that bridges the royal and the people. Hence, a research on leadership discourse such as this ought to be sanctioned in order to further strengthen Malay as the national language of Malaysia.

The Art of al-Uslūb al-hakīm in Arabic Language Rhetoric and Its Reflection on Religious and Literary Texts

İfade, kişinin duygu ve fikriyatının bir tezahürüdür. Kişi maksadını muhatabına kendine özgü bir şekilde dile getirmektedir. Bu da o kişiye ait ifade tarzını yani üslubunu oluşturmaktadır. Belâgatçılar tarafından hitâbî, ilmî ve edebî olarak tasnife tabi tutulan üslup; edebiyatçı tarafından seçilen konunun biçim ve içeriğine uygun vasıta ve yöntemler kullanılmak suretiyle kendisine özgü kelimelerle anlatmasından doğan edebî değer unsuru ve ölçüsü olarak kabul edilmektedir. Doğru yerde doğru üslubu tercih etmek anlamına gelen muktezâ-yı hâle uygunlukta söz bazen edebî bir gaye için zâhirin gerektirdiği durumun dışına çıkabilmektedir. Başlangıçta “sözün muktezâ-yı zâhirin dışına çıkması” başlığı altında ele alınan el-üslûbu’l-hakîm sanatı da Arap dilinde sıklıkla kullanılan ifade araçlarından birisi olmuştur. Başta Kur'ân-ı Kerîm ve hadisler olmak üzere Arap edebiyatı literatürü içerisinde yaygın kullanıma sahip olan bu sanat, başlangıçta belâgat ilminin meânî kısmında ele alınmış, belâgat ilminin diğer ilimlerden ayrışarak müstakil bir dal haline gelmesi ve kısımlarının tam teşekkül etmesiyle birlikte bedî‘ kısmında muhassinât-ı maneviyye türlerinden birisi olarak kabul edilmiştir. Bu sanat, ikili diyaloglarda muhataba yöneltilen cevabın beklenmedik bir şekilde olması esasına dayanmaktadır. Bazen sorulan soruya bir cevap olarak gelen bu sanat, bazen de muhatap tarafından gerçekleşen bir eylem veya söze gösterilen tepkiyi ifade etmektedir. Özellikle İslâmiyet’in ilk dönemlerinde Müslümanlar merak ettikleri ve bilmeyi arzuladıkları şeyleri Hz. Peygamber’e sormakta tereddüt etmemişlerdir. Sorulan sorulara verilen cevaplar bazen o konuda verilen bilgi ile merakı giderirken bazen de sorunun uygunsuzluğuna dikkat çekmekte veya sorulma şekline bağlı olarak farklı cevaplanmaktadır. Bu cevaplama şekli de el-üslûbu’l-hakîm sanatına örneklik teşkil etmektedir. Aynı şekilde sosyal hayat içerisinde karşılaşılan problemlerin çözümüne de aracılık eden bu sanat, klasik dönem ansiklopedik mahiyetteki eserlerde kısa hikâye ve şiir şeklinde karşımıza çıkmaktadır. Bu örnekler, el-üslûbu’l-hakîm gibi belâgat sanatlarının klasik kaynaklarda yer alan birer olgudan ibaret olmadığını; bilakis hayatın içinde var olan ve insanın sosyal ilişkilerinde başvurduğu bir metot olduğu hakikatini bizlere göstermektedir. Zira kimi yerde muhataba iltifat için bir araç olarak kullanıldığında söz sahibine menfaat ve çıkar kazandırmakta kimi yerde de sıkıcı bir muhabbeti mütekellim lehine nazik bir şekilde sonuçlandırmaktadır. Bazen eğitim kastıyla daha kapsamlı bilgi içeren bu sanat, bazen de olayların nedeninden ziyade arkasındaki hikmete dikkat çekmektedir. Çalışmamız, el-üslûbu’l-hakîm sanatının Arap belâgati içerisinde ele alınış şeklini, karıştırılması muhtemel benzer sanatlarla ilişkisini ve bu sanatın Kur'ân-ı Kerîm, hadisler ve Arap edebiyatı literatüründe kullanımına dair örnekleri içermektedir. Belâgat ilminin geçirdiği evreler ve oluşan farklı ekollerden dolayı bazı sanatların isimlendirilmesi ve ele alınış şekillerinde farklılıklar mevcuttur. Bir dönemde “îhâm” adını alan bir sanat bazen farklı ekole sahip bir belâgatçı tarafından “tevriye” veya “mugâlata” adıyla işlenebilmektedir. el-Üslûbu’l-hakîm sanatı da farklı dönem ve ekollere göre farklı isimlendirmelere tabi tutulmuştur. Bu isimlendirmelerden bazısı tanım ve tasnife etki etmezken bazı isimlendirmeler ise el-üslûbu’l-hakîm sanatını doğrudan başka bir sanatın alanına sokmaktadır. Çalışmamızda benzer metot ve gayeye sahip olan el-kavlu bi’l-mûceb ve tevriye sanatlarının konumuzun esasını teşkil eden el-üslûbu’l-hakîm sanatı ile olan ilişkisine; ayrıştığı ve ortak olduğu noktalara değinilmiştir. Bu noktada başta üslûb ve hakîm kelimelerinin semantik açıdan tahlili yapılmış, ardından bu iki kelimeden müteşekkil el-üslûbu’l-hakîm terkibi lugavî ve ıstılâhî olarak açıklanarak aralarındaki irtibata değinilmiştir. Kur'ân-ı Kerîm’de yer alan el-üslûbu’l-hakîm sanatına dair örneklerin seçiminde detaylı tefsir araştırması gerektirmeyen ve belâgatçıların üzerinde ittifak ettiği ayetler tercih edilmiştir. Yine hadis rivayetlerinde de detaylı hadis tahrîc bilgisi gerektirmeyen rivayetlere öncelik verilmiştir.

Language Styles Analysis in Coffee and Tea Advertisement on Mass Media

This research aims to describe the language style used and the meanings contained in the coffee and tea advertisement on mass media. Researchers chose coffee and tea advertisement in mass media as the object of research. The method in this research was descriptive qualitative. The data collection technique was observation and notetaking. The data collected were categorized according to the type of advertisement and then analyzed one by one using language style theory and semantic theory. The results of this research found 27 data on coffee and tea advertisement containing language styles, consisting of 3 rhetorical language styles (consisting of 1 alliteration, 7 assonances, and 11 hyperboles), then 3 figurative language styles (consisting of 1 personification, 1 simile, and 2 synecdoches), and 4 denotative meaning (does not contain language style), as well as the semantic meaning contained in it. The repetition of consonant sounds always occurs in an alliteration language style. While in assonance, the style of language was in the form of repetition of the same vowel sound to achieve the goal of obtaining a beautiful effect in a sentence. Meanwhile, hyperbola was a style of language that tends to exaggerate the actual reality. In the figurative style, personification was a style of language that describes inanimate objects as if they saw a living creature. In contrast to simile, this style was comparing the similarities of something, and synecdoche was a style of language used to express a whole or a part. While denotative meaning was a language or word that was used to express something that was without any deviation from the word. Hyperbole was the most common language style found in this research. This was because the advertisement writer wants to highlight the specialty of the coffee and tea products offered by using excessive elements in the advertising language and wants to define a product in an interesting sentence through a short direct comparison. The element of exaggeration in his words was evident in the style of hyperbole.

Donald J. Trump’s Protest Response: Rhetorical Language of His Speech at the “Save America” Rally

Language is deliberately utilized by politicians. Admittedly, it can perform a purposive function: to achieve the politicians’ goals crucially in attempt to gain people’s support. This study is interested in the current political context in the U.S. In the 2020 U.S. presidential election, Donald J. Trump lost in his second election. He, therefore, delivers his response of objection at the “Save America” rally in Washington, D.C. This study is targeted to explore a political speech from the defeated candidate perspective. Recently, rhetorical language in political discourse has been commonly analysed. However, this study contributes to an analysis of rhetorical strategy used in an informal, implicit, and pursuing to protest speech by Trump. This study is designed by a descriptive qualitative approach. The data is the speech text of Trump’s speech on 6th January 2021. Technique of data collection undertakes observation of the speech and the transcript, categorization, and coding. The grand theories include Teun van Dijk’s discourse theory (1980) and Reisigl political speech’s schemes (2008). The results indicate that repetition has become Trump’s most potent strategy in his protest speech. Seemingly, he prefers to utilize the devices that are beneficial for him to emphasize something good about Us and emphasize something bad about Them. This is crucial for him since from the defeated side, it can impress the Republicans to support his objection. Nonetheless, Trump’s capability to persuade the Republicans has caused an impulse, anarchic and illegal movement, which is contrary to their ideal vision to the country.

Rhetorical Styles in Janji Jiwa’s Instagram Captions During the Transition of 2020 COVID-19 Pandemic

I undertook this study to present an analysis of the rhetorical styles utilized by Janji Jiwa in writing their Instagram captions and the similarities and differences between the two forms of rhetorical language during the transition period. The language style theory by Keraf (2006) serves as the foundation for this study. I employed a qualitative approach in this research. The findings of the study revealed that Janji Jiwa used rhetorical styles in most of their captions, employing a total of nine distinct rhetorical styles. The comparison was not significant because the company was still in the process of transitioning to the pandemic. In conclusion, Janji Jiwa is considered to have had a good start in dealing with the pandemic transition situation and is still trying to continue to adapt to it. Future research is expected to do the research on the same thing, but in other industries.

Public Theology and the linguistic turn

In response to Dirkie Smit’s inaugural lecture at the University of Stellenbosch, In Diens van die Tale Kanaäns: Oor sistematiese teologie vandag, the question is raised: what is the relationship between language and theology? Traditionally theology subsumed rhetorical language under confessional language, but this shifted in the twentieth century as theologians started to pay more attention to the ways in which even confessional language shapes human experiences and actions and reflects and constitutes power relations. This linguistic turn has implications for public theology, i.e., theology done for the sake of the public good. First, it relates to the question of the role of culture and the reality of pluralism in theology, pointing to the need for careful balance between the emphasis on the church’s own historical language, and the need for critical and pluralistic perspectives to engage that language. At the same time, while the linguistic turn rightly points to the relationship between language and violence, care should be taken not to confuse the two and, in the process, ignore concrete concerns.

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

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.