CONTENT ANALYSIS OF FIGURATIVE LANGUAGE USED IN NEWSPAPER ADVERTISEMENT SLOGANS
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Keywords

advertising slogan
content analysis
figurative language
Malaysian newspaper
The Star

Abstract

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.

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