LANGUAGE STYLES IN THE ONLINE ADVERTISEMENTS ON INSTAGRAM

This study was aimed at discovering (1) the types of language styles used in the online advertisements (2) the way how the messages of online advertisements were conveyed and (3) the reason why language styles were used in online advertisements on Instagram. This research was conducted by using descriptive qualitative method. The data of this study were the advertisements on Instagram which were taken from three local cosmetic’s brands namely Wardah, Pixy and La tulipe. Totally, there were 30 cosmetic’s advertisements to be analyzed from those three cosmetic brands. The data were analyzed by using interactive model of Miles and Huberman. The results of this study were: (1) The types of language styles in cosmetic’s online advertisements found on Instagram were hard sell, soft sell, demonstration, the straightforward and the problem solution style. (2) The ways of conveying the messages were rational and emotional ways found in online cosmetic’s advertisements on Instagram. (3) The reason why language styles were used in online advertisements can be described as (a) hard sell style is to induce a rational thinking of the customers and to emphasize a sales orientation in advertising its products (b) soft sell style is to emphasize and to induce an affective (feeling) reaction from the customers (c) the straightforward style is to provide basic information about the brand without employing feelings or special tricks (d) demonstration style is to show the actual working of the product (e) problem solution style in advertisements is to present an everyday situation where a person is faced with a consumption problem that occurs in daily life.