FIGURES OF SPEECH USED IN BEAUTY PRODUCT ON TELEVISION ADVERTISEMENTS

There are three problems discussed in this research. First,to describe the types of figure of speech used in beauty product on television advertisements. Second, to elaborate the linguistic realization in texts of advertisement. Third, to explain the contexts either social or linguistic contexts of the advertisements. This reseach was conducting by using qualitative descriptive design. The data were presented by using Perrine (1991) analysis. It began from searching and selecting the data that are needed for this research, downloading the data, transcribing the data, identifying the data based on the theory of figures of speech and analyzing the data based on the theories that were used. The findings are (1) There were 8 out of 11 kinds of figure of speech were found in beauty product advertisemets. They are simile, personifications, synecdoche, metonymy, allegory, overstatement/hyperbole, understatement and verbal irony, (2) There were 1 simile, 39 personification, 1 synecdoche, 10 metonymy, 1 allegory, 30 overstatement/hyperbole, 1 understatement and 1 verbal irony. The result is also found that the dominant figures of speech used in beauty product advertisements on television were Personification which showed 47 %, Simile 1%, Synecdoche 1%, Metonymy 12%, Allegory 1%, Overstatement/Hyperbole 36%, Understatement 1% and Verbal irony 1%. Beauty product advertisements on television used peronification dominantly because personification is a style that depicts inanimate objects or goods lifeless as if it has the properties of humanity. It works by making non-human objects more relatable to humans using vivid descriptions, feeling, emotions and helps bring inanimate objects to life and makes them more appealing to audiences.For the realization of figures of speech used in beauty product on television advertisements also found that consists of 14 embedded clauses and 16 ellipsis. In addition, the figures of speech used in beauty product on television advertisements hoped can be helpful way for developing and increasing the world science especially in sociolinguistic subject. Moreover, it is the specific contribution to the language itself.