LINGUISTIC CHARACTERISTICS OF BEAUTY PRODUCT ADVERTISEMENTS

The objectives of this study are to describe the linguistics characteristics of beauty product
advertisements, to investigate the influence of buyer behaviors towards the beauty products
advertisements. The data for the study were phrases, and sentences drawn from selected
beauty products advertisemets. The linguistics characteristics of language are analysed
based on Chaer theory and the influence of the consumer behaviors is based on Rapp and
Collins theory. The results showed that (1) Based on the sentence,which is devided into(a)
naturalness and unnatural (b) Number of sentence forming clauses (c) active and passive
sentence . (2) based on phrase, which is divided into (a) basic phrase and derivative phrase,
(b) phrase function,which divided into nominal phrase, verbal phrase, adjective phrase, and
prepositional phrase.(3) Based on language functionm which divided into (a) evocative,
informative, persuasive and powered language. Based on the result of study, it can be seen
that the number of non advertisement factors presentations on on consumer buying
behavior was 62,6 %, while the advertising language factors was only 37,4 %. This means
that the language of beauty product advertising does not have a strong relationship with
consumer buying behavior. The language is only able to trigger consumer to look for more
detailed explanation and find more information from more trusted sources. Therefore, the
language of advertising has a relationship that is not strong and indirect with buying
behavior by consumers