Figurative Language in Snack Advertising Slogan

Abstract

In the modern environment, technology is getting more advanced, particularly in the field of advertising. Slogans in advertising are also made more appealing in order to attract buyers, such as in a snack commercial. The purpose of this research is to analyze the linguistic style used in the slogans of snack advertising on television. The research focuses on the slogans of snack advertisements that are presented on television channels. The methodology used is descriptive qualitative. The qualitative technique of research generates descriptive data, such as written/oral statements from people or observed behaviour. The data gathering strategies used were observation and data collection through the website. The data was evaluated qualitatively using descriptive analysis. According to the findings of this study, there is a language style present in the slogans of snack commercials. This is because advertisements use figurative language to advertise its product to attract more customers.