Content analysis of figurative language used in newspaper advertisement slogans

Nor Jijidiana, Azmi and Saiful, Mohd Shuib (2019) Content analysis of figurative language used in newspaper advertisement slogans. Journal of Qualitative Social Sciences, 1 (1). pp. 20-28. ISSN 2637-0808

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This study aims to identify and analyse the figurative language that are used in newspaper advertisement slogans in The Star. Apart from that, this study also aims to identifythe types of industries that uses newspaper as their medium of advertising. A content analysis was used as a research method for this study. This study employs McQuarrie and Mick’s (1996) and Perrine’s (1992) theory of figurative language. The finding of this study reveals that metaphor and rhyme are the most used figurative language in newspaper advertisement slogans. The finding also shows that the industry that uses newspaper advertisement the most is healthcare and education.

Item Type: Article
Uncontrolled Keywords: advertising slogan, content analysis, figurative language, Malaysian newspaper, The Star
Subjects: H Social Sciences > HF Commerce
P Language and Literature > P Philology. Linguistics
Divisions: Faculty of Languages & Communication
Depositing User: Fatin Safura
Date Deposited: 20 Mar 2022 03:20
Last Modified: 20 Mar 2022 03:20

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