THE ANALYSIS OF FOOD PRODUCT ADVERTISEMENT BY USING TEN TYPES OF

FIGURE OF SPEECH

Merlyn Sakina Has Israil (A 121 15 024)1, Sitti Zahra Muslaeni (A 121 15 027)2,
Fadlillah Ulfa (A 121 15 040)3
Abstract
The aim of this research was to analyze the use of figures of speech in
food product advertisement, and to investigate which type of figures of speech
are most frequently used in food product ads. In analyzing the ads, the
reseachers use ten types of figure of speech namely alliteration, anaphora,
assonanance, asyndeton, euphemism, hyperbola, metonymy, oxymoron,
personification and simile in order to analyze what types of figure of speech are
used in the food ads. The finding revealed that the most frequently used Figure
of speech in food product advertisement based on order are alliteration,
anaphora, hyperbola, assonance, personification, asyndeton, simile, metonymy,
oxymoron, and euphemism. Furthermore, oxymoron, and euphemism are hard
to find in food ads because of the way to attract the consumer’s attention is
unusual and they commonly use in drugs ads. This was shown that the using of
figure of speech in ads can influence consumer’s attention, arouse their interest
and finally buy the food product.

Keywords: advertisement, figure of speech, food

Introduction

Semantics as one of linguistics branches is defined as the scientific study

of meaning that contains the relationship between sentences or words and their
meanings. It includes the study of how meaning is constructed, interpreted,
clarified, obscured, illustrated, simplified, negotiated, contradicted and
paraphrased. Meaning itself, is idea exists and coded in language, whether it is a

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word, phrase, clause, or sentence. In this case, meaning is understood as
linguistic meaning, which is generated through language, not the meaning
generated through other signs like traffic lamp, pictographs, body expressions,
and so on. Meaning has closed relation to figures of speech.
Figure of speech is related to the aesthetic of words. According to
Lawrence, Perrine, Sound, and Sense (1991:61), “Figure of speech is anyway of
saying something other than ordinary way”. It means that whenever an author
expresses his conscience through writing, the figures of speech can help him to
reveal his idea become more interesting and more memorable to read by many
people, so the effect of figure of speech can mean different things to different
people. Moreover, Figure of speech is more effective to use rather than direct
speech due to some reasons. Basically, it gives the readers imaginative pleasure.
Then, it can become a way of bringing additional image. Thirdly, it is very useful
to add emotional intensity to a statement. Lastly, it is an effective way of saying
something shortly but briefly. There are more than 250 different figures of
speech in English, but in this research, there are only ten common figures of
speech that will be discussed. They are alliteration, anaphora, assonance,
asyndeton, euphemism, hyperbole, metonymy, oxymoron, personification, and
simile. Those figures of speech have different way to convey something and have
their own characteristics than another. It is used in imaginative sense rather than
in literal sense. Figurative language is often used in daily communication, literary
works (novel, poems, poetry, song and short story) and also in advertisements.
Related to the usage of figure of speech, advertisements are known
as media of communication where an advertiser delivers some messages to the
consumers through both figurative language and literal language. In addition, to
make the advertisement more interesting, the advertiser uses two
components of the advertisement, verbal (text) and non verbal language
(context). Commonly, the figure of speech is a tool for selling ideas, goods, or
services by using media to capture consumers’ attention. In foreign language

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education, learning figurative language of the advertisements is beneficial such
as the one used in advertisements. The students can learn language in a real life
via advertisements as the authentic material. For instance, “Flavors that get your
lettuce dancing on the salad bar”,in this case, the advertiser use personification
technique to create an imaginative movement of lettuce as a human ability in
the message. This way of creating the message is more interesting and dynamic
than using a simple sentence with literal meaning. Furthermore, an
advertisement is also called ads or advert which is used for advertising things,
such as a notice on a wall, or in a newspaper, or short film shown on television.
There are many kinds of advertisements. All of them have a power in attracting a
customer’s attention and persuading them to be interested and to buy the
products. Among the many types of advertisements, the researchers have
chosen advertisements on food product to be analyzed.
Food advertisement is an ads that communicates powerful on food
consumption cues, including images of attractive models eating, and positive
emotions that linked to food consumption. This research focuses on food
product advertisement. It is because the researchers believed that each type of
food product has its own uniqueness and its own way to present itself in the
message and style. Because of food product advertisement deals with language,
the researchers will use the tenth types of figure of speech which is chosen to
analyze the text of advertisement.

Literature Review
1. Semantics

Semantics, according to Griffiths (2006), is the study of the sentence meaning

coded in the overall sentence based on the elementary meaning of the sentence
units. Being in line with the statement Hornby (1972 : 789) has defined
“Semantics is branch of linguistics concerned with studying the meaning of
words and sentences.”The focus of the general study of semantics is on studying

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the meaning, changes in the meaning and the principles that govern the
relationship between sentences or words and their meanings (Jackson,
1988:491). Semantics figure of speech is meaning related figures. It is a
rhetorical device used in order to achieve a special effect; it may convey
meanings in fresh unexpected ways. Leech (1966:183) said: “Figurative language
also has a striking and memorable quality which suits it for slogans and
headlines”. Further this research will deal with ten figures of speech that used in
advertising.
2. Figures Of Speech
Figure of speech plays an important role in the advertising message as it can
make messages more outstanding and effective. According to Corbett
(1990:424), “Figures of speech are a form of speech artfully varied from common
usage”. It can also be called figurative language or rhetorical figure. Furthermore,
Perrine and Arp state there are several causes about the importance of figure of
speech. Those are first, figure of speech induces people imagination. Imagination
is the ability of the mind to jump from one point to another, just like when
someone leaps up from the bottom right into the top of the stair. Second,
figurative language brings additionally imagery, where the abstract becomes
more concrete, and making more pleasure for the sense in poetry. Third, figure
of speech is a way of increasing emotional intensity to otherwise only
informative statement and of conveying attitudes along information. Fourth,
figure of speech is a tool of focusing and method of saying much in short
statement. Being in line with the statement, Alberts , Katz, Cacciari, Gibs and
Turner (1998:131) add that figurative language is a language of imagination that
helps convey meaning in an artistic manner. Moreover, It is an imaginative
relationship of language and thought which is not literal meaning. Brummett
(2008:116) also defined figure of speech as the sum total of language habits
distinguishing one message from another. It breaks language rules, uses colorful
words imaginatively or even makes up new words.

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 From the definitions above, the researchers can conclude that figure of
speech is language which produced by using different words metaphorically or
changing sentece structure to create a message to be more vivid in an
imaginative way. The meaning of the sentence may present in a figurative way
that the reader or viewer must use their imagination to comprehend the whole
meaning. It also can render reader or viewer thought vividly concrete and they
can stir emotionally responses easier than literal language.

There are more than 250 different figures of speech in English, but in this
research there are only ten common figures of speech that will be discussed.

1.) Alliteration

, Alliteration is the repetition of usually initial consonant sounds in two or

more neighboring words or syllables. (Meriam Webster Dictionary, 4th Edition)

Example: Through three cheese trees three free fleas flew.

2.) Anaphora

According to Muchtar (2006 : 103), Anaphora means the use of a word or

phrase which refers back to another word or phrase which was used earlier in
the text or conversation.

Example: My life is my purpose. My life is my goal. My life is my inspiration

3.) Assonance

Assonance is the agreement in the vowel sounds of two or more words,

when the consonant sounds preceding and following these vowels. (J.W. Bright,
1910).

Example: Try to light the fire.

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 4.) Asyndeton

Asyndeton is omission of the conjunction that ordinarily join coordinate

words or clauses. (Meriam Webster Dictionary, 4th Edition).

Example: They spent the day wondering, searching, thinking, understanding.

5.) Euphemism
Barret (1997) defines “euphemism is an evasive tactic we resort to when we
feel that literal accuracy in somehow indelicate.” From the statement, it can
help copywriters to avoid harsh or unpleasant words or phrases and replace
them by the mild and pleasant.
For example: Passed away instead of died

6.) Hyperbole
Hyperbole is exaggeration but exaggeration in the serve of truth (Perrine,
1974:86). Being in line with the statement Wales (2001:190) states, “It is used in
order to create strong impression and strong emotional response as well as for
humorous purposes.” In the advertising the hyperbole is referred to as
dramatizing the selling point.
Example: It’s a good time for the great taste of McDonalds.
Great taste can be considered as a hyperbole, it exaggerates the taste of
McDonald’s products.

7.) Metonymy

We use metonymy where we say something closely related idea for the idea
itself (Perrine, 1974: 51). From Perrine statement, it is clear that metonymy
substitutes one word of phrase for another which is closely related to the original
one.
Example: Rudi went to college with his Suzuki.
In the sentence, Suzuki substites a motorcycle.

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 8.) Oxymoron
The Oxford English Dictionary defines oxymoron as "An expression that in its
superficial or literal meaning is self-contradictory or absurd, but involving a
point.”

Example: I must be cruel only to be kind.

9.) Personification

Personification is a rhetorical figure when human features and nature are

assigned to inanimate objects or animals (Wales 2001:294). Companies are
heavily trying to personalize their slogans and advertisements to be better
memorized. They try to create their brands into something real that would help
consumers to personalize their brands with the real life figure.
Example: Get the door. It’s Domino’s (Domino’s Pizza).
Obviously, behind the door would not be standing anyone whose name is
Domino’s but a person who would bring pizza from Domino’s.

10.) Simile

Simile is a kind of figure of speech that used explicit comparison between

two things that are essentially unalike (Perrine, 1969:49). It draws resemblance
with the help of the words “like” or “as”.

Example: “My loves is like a red rose”.

In this sentence, the writer wants to describe his beautiful loves like a red
rose which has an aromatic smell, beautiful, and good looking. Therefore, it
becomes an icon of love.

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 3. Advertisement

According to businessdictionary.com advertising is something that is paid, it

is supposed to be nonpersonal, it is public communication about goods, services,
ideas, organizations, people, places, causes, through means of communication
such as direct mail, print, TV, and internet. Advertisements are public notices
that inform and motivate perspective customers; they are an integral part of
marketing. Their aim is to persuade customers to take the action that is intended
by the advertiser.
In this research, the researchers focus on food product advertisiment that is
an ads which communicates powerful on food consumption cues, including
images of attractive models eating, and positive emotions that linked to food
consumption. The advertiser uses two components of the advertisement, verbal
(text) and non verbal language (context). The verbal language is the language
expressions which say, “Big meal awesome deal”. While the non verbal
languages of food product advertisement are pictures, facial expressions,
gestures and colors. It will make the advertisements look interesting.
Besides, the usage of non verbal language in this advertisement is to
describe the product which will be sold.

Discussion

TYPES OF ADS EXAMPLE ANALYZATION PICTURE

FIGURE OF
SPEECH
1. 1. Big. Beefy. This is the ads from
Alliteratio Bliss. McDonald’s. We
n categorize it as
alliteration. Due to
repetition of initial

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 consonant word B
that shows in the
highlight words.
2. Round, This is the ads from
ready, Bologna Meat. We
right! categorize it as
alliteration. Due to
repetition of initial
consonant word R.

3. Saucy. This is the ads from

Simply. Minute Rice. We
Satisfying. categorize it as
alliteration. Due to
repetition of initial
consonant word S.
that shows in the
highlight words.

9
 4. Fruit This is the ads from
flavored Trix Cereal. We
frosted categorize it as
corn puffs. alliteration. Due to
repetition of initial
consonant word F
that shows in the
highlight words.

5. Bigger, This is the ads from

Better, Burger King. We
Burger King categorize it as
! alliteration. Due to
repetition of initial
consonant word B
that shows in the
highlight words.

2. 1. Have a This is the ads from

Anaphora break, have KitKat. We
a kit kat. categorize it as
anaphora because
the use of word
which refers back
to another word
which was used
earlier. There is a
word “have” that

10
 uses twice.
2. Any Pizza This is the ads from
Any Size Pizza Hut. We
Any Crust categorize it as
Any Toppings. anaphora because
the word “any”
repeated 4 times
at the beginning of
the the phrase.
3. It looks like This is the ads from
chicken, it KFC. We categorize
smells like it as anaphora
chicken, so because the word
let’s just “it” repeated
call it twice at the
chicken. beginning of the
the phrase.
4. So moist! This is the ads from
So Duncan Hines
delicious. Muffins. We
And so categorize it as
much anaphora because
more. there is repetition
of the word “so”
that appears 3
times at the
beginning of the
phrase.

11
 5. Love to This is the ads from
Love it Lays. We
categorize it as
anaphora because
the word “love”
repeated twice at
the beginning of
the phrase.
3. 1. If its’s bell This is the ads from
Assonance It’s swell! Bell Brand. We
categorize it as
assonance because
there is repetition
in the vowel
sounds of two
words using vowels
sound /ɛ/.
2. Big meal, This is the ads from
awesome KFC. We categorize
deal. it as assonance
because there is
repetition in the
vowel sounds of
two words using
vowels sound /i/.

12
3. Dare to go This is the ads from
bare . Del Monte. We
categorize it as
assonance because
there is repetition
in the vowel
sounds of two
words using vowels
sounds /ɛ/.

4. Good This is the ads from

Mood Arby’s’. We
Food. categorize it as
assonance because
there is repetition
in the vowel
sounds of three
words using vowels
sound /ʊ/.
5. Our meat This is the ads from
can’t be Dreamstime. We
beat! categorize it as
assonance because
there is repetition
in the vowel
sounds of two
words using vowels
sound /i/.

13
 4. 1. Twist lick This is the ads from
Asyndeton dunk. Oreo. We
categorize it as
asyndeton because
there is no
coordinating
conjunction.
2. Crunchy, This is the ads from
Meaty, Meow Mix. We
Wholesom categorize it as
e. asyndeton because
there is no
coordinating
conjunction.
3. Hold me This is the ads from
right here, Hardees. We
bite me categorize it as
right there! asyndeton because
there is no
coordinating
conjunction.
4. We dont This is the ads from
just flavor Little Friskies. We
it... we use categorize it as
real liver, asyndeton because
seafood, there is no
chicken. coordinating
conjunction.

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 5. Hours of This is the ads from
gaming, Hardees. We
playing, categorize it as
snacking asyndeton because
fun! there is no
coordinating
conjunction.

5. 1. It’s not for This is the ads from

girls!
Euphemis Nestle. We
m categorize it as
euphemism
because the
highlight words
mean sexist.
2. Protein bar This is the ads from
L-Men. We
categorize it as
euphemism
because the
highlight words
mean food energy.

15
3. Crowd This is the ads from
pleasers Wienerschnitzel
Hot Dogs. We
categorize it as
euphemism
because the
highlight words
mean favorite food
4. Weight This is the ads from
control Heart Healthy. We
categorize it as
euphemism
because the
highlight words
mean count
calories.
5. It’ll blow The ads from
your mind Burger King. We
away categorize it as
euphemism
because the
highlight words
mean their
products will
surprise and awe
you. The highlight
words is a
subtitution of less
fancy word that

16
 only use in
informal situation.
6. 1. Your mouth This is the ads from
Hyperbole may water California Pizza.
enough to We categorize it as
start a hyperbole because
garden. there is
exaggeration which
shows in the
highlight words.

2. The one This is the ads

turkey that Shady Brook
can feed a Farms. We
million categorize it as
people. hyperbole because
there is
exaggeration which
shows in the
highlight words.
3. Too good This is the ads from
to be Contessa chicken
frozen. and beef. We
categorize it as
hyperbole because
there is
exaggeration which
shows in the
highlight words.

17
 This is the ads from
4. It’s music Pizza Hut. We
to your categorize it as
mouth. hyperbole because
there is
exaggeration which
shows in the
highlight words.

5. The This is the ads from

ultimate Toll House Nestle.
indulgence, We categorize it as
inside and hyperbole because
out. there is
exaggeration which
shows in the
highlight words.
7. 1. Hungry? The ads from
Metonymy Grab a American company
snickers Mars,
incorporated. We
categorize it as
metonymy because
it closely related
idea for the idea
itself. In this case,
the word Snickers
is a subtitution of

18
 chocolate bar.
2. I am an This is an ads of
Iams cat Iams. We
categorize it as
metonymy because
the word Iams is a
subtitution as cat’s
food.

3. Have a This is an ads of

break, have KitKat. We
a Kit Kat. categorize it as
metonymy because
the word the Kit
Kat is a subtitution
of chocolate bar.
4. Don’t give This is an ads of
your cat a Tender Vittles. We
leftovers, categorize it as
cold from metonymy because
the can. the word Tender
Give him Vittles is a
Tender subtitution of cat’s
Vittles, food.
fresh from
the pouch.

19
 5. Eat like a This is an ads of
king not a Burger King. We
clown. categorize it as
metonymy because
the word a king is a
subtitution of
Burger King while a
clown is a
subtitution of
Mcdonald’s .

8. 1. Eat This is the ads from

Oxymoron something Scores Salad. We
good categorize it as
without oxymoron because
feeling bad. this ads using 2
terms together
that normally
contradict each
other. In this case,
the word good is
contradict to the
word bad.

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2. Always This is the ads from
more for Seedless Navel
less Oranges. We
categorize it as
oxymoron because
the word more is
contradict to the
word less.

3. Sweet and This is the ads from

Salty Nut. Nature Valley. We
categorize it as
oxymoron because
the word sweet is
contradict to the
word salty.

21
 4. Bitter This is the ads from
Sweet Ghirardelli. We
Chocolate categorize it as
oxymoron because
the word bitter is
contradict to the
word sweet.

5. Freeze This is the ads from

dried simply. We
veggies. categorize it as
oxymoron because
the word freeze is
contradict to the
word dried.

9. 1. America This is the ads of

Personifica runs on Dunkin Donuts. We
tion dunkin categorize it as
personification
because of the
attribution of
human
characteristics to
things, and
representation of

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 an abstract quality
or idea are exist in
the ads. In this
case, the word
America which is
inanimate can runs
as human being.
2. Recipes that This is the ads of
works Bob Evans. We
weekends. categorize it as
personification
because of the
word recipes which
is inanimate can
work as human
being.
3. Let the This is the ads of
food speak newman owns. We
for itself. categorize it as
personification
because the word
food which is
inanimate can
speak like human
being.

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 This is the ads of
4. Fruit Del Monte. We
undressed categorize it as
chilling in personification
your because the word
produce fruit undressed
section. which is inanimate
can chilling as
human being.
5. Flavors that This is the ads of
get your Newman’ Own. We
lettuce categorize it as
dancing on personification
the salad because the word
bar. lettuce which is
inanimate can
dancing as human
being.
10. simile 1. Whole This is ads from
grain
Duncan Hines
muffins can
taste like Muffin. We
cardboard.
categorize it as
Or choclate
chunck. simile because it
Your
used explicit
choice.
comparison
between two
things that are
essentially unalike.
It shows with word

24
 “like” as in the
highlight word.
2. Tastes like This is ads from
awesome
Doritos Snack. We
feels.
categorize it as
simile because It
shows with word
“like” as in the
highlight word.
3. Soup that This is ads from
eat like a
Campbells’. We
meal.
categorize it as
simile because It
shows with word
“like” as in the
highlight word.

4. Eat like a This is ads from

king not a
Burger King. We
clown.
categorize it as
simile because It
shows with word
“like” as in the
highlight word.
5. Sometimes This is ads from
you feel
Almond Joy. We
like a nut,
sometimes categorize it as
you don’t.
simile because It
shows with word

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 “like” as in the
highlight word.

Conclusion

Based on the data analysis, the researchers conclude that figurative

language is not only use in literary work, but it is also used in advertisement
especially in food advertisment. The advertiser uses the figurative language in
food ads because it has a power to attract and to influence consumer’s attention
by delivering aesthetic and catchy words. Besides that it also will persuade and
convince the consumers about the quality of the product, so their interest will
increase and finally buy the product.

Figurative language has 250 types, but in analyzing this research we only
use ten types of figure of speech, they are alliteration, anaphora, assonance,
asyndeton, euphemism, hyperbole, metonymy, oxymoron, personification, and
simile. Furthermore, the researchers found out that the most frequently Figure
of speech which used in food product advertisement based on order are
alliteration, anaphora, hyperbola, assonance, personification, asyndeton, simile,
metonymy, oxymoron, and euphemism. Furthermore, oxynmoron, and
euphemism are hard to find in ads due to some reasons. Firstly, oxymoron is
hard to persuade the customer because it using contradict words. Then,
euphemism is hard to understand by the reader because it needs high literal
sense and it commonly use in drugs ads.

References

Albert, N.,Katz, A. N., Cacciari, C., Gibbs, R., & Turner, M. (1998). Figurative
Language And Figurative Thought. New York: Oxford University Press.

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Brummett, B. (2008). A Rhetoric Of Style. Carbondale: Southren Illinois University
Press.

Corbett, E.P.(1990). Classical Rhetoric For The Modern Student. New York: Oxford
University Press.

Laurence, Perrine, Sound And Sense.(1991).An Introduction to Poetry, 6th Edition.

San Diego, California: Harcourt Brace College Publisher.

Leech, Geoffrey N. English In Advertising: A Linguistic Study Of Advertising In

Great Britain. 1st Ed. London: Longmans, 1966. Print.
Wales, Katie. A Dictionary of Stylistics. 2nd ed. Harlow, Eng.: Longman, 2001.
Print.

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