LEXICAL METAPHOR IN PRINTED CAR ADVERTISEMENTS

This study dealt with the use of Lexical Metaphor in Printed Car
Advertisements. The objective of the study were:(1) to describe the types of
lexical Metaphor used in Printed Car Advertisements;(2) to describe linguistic
realization of lexical metaphor in printed car advertisements;(3) to elaborate the
reasons why those kinds of lexical metaphor used in that way. The data were
analyzed using content analysis technique by describing the kinds of lexical
metaphors. The data were obtained from the lexical items and clause which
have been mataphorize from Toyota brochure, Carvganza and motor trend
magazines. This research applied qualitative research design. The data were
collected through printed car advertisements. The findings of the study showed
that: 1) nine concepts of lexical metaphor, namely Noun-Noun as the most
frequent with 18 types the percentages was 36%,The percentage of types nounverb
was 12 (24%), The percentage of types noun-adjective was 10 (20%), The
percentage of types adjective-adjective was 8%, The percentage of types verb –
adjective was 2 (4%), The percentage of types intransitive verb-noun was 1
(2%), The percentage of types adverb-pronoun was 1 (2%), The percentage of
types noun –pronoun was 1 (2%), The percentage of types verb –pronoun 1
(2%). 2) The lexical metaphor in printed car advertisements realized into
clausal, intra clausal, inter clausal and phrasal. 3) The reasons were advertisers
construct different slogan for persuading the consumers in marketing strategy,
advertising ideology work to beautify or describe the literature, feeling and
thought. Potentially to make specific product or brand name more appealing
and memorable.