Awareness and Appreciation of Advertising Language

Trisnowati Tanto


This research focuses on advertising language in advertisement slogans of various products written in English. The grand theory used is Stylistics, which is the study of the style of language or the study of the use of distinctive linguistic expressions and how they affect the target audience. To limit the discussion, this research more specifically covered the use of rhetorical figures and doublespeak in advertising language. These language features basically have the same functions, namely the aesthetic and persuasive functions, which aim to attract the audience’s attention. This research, using an explanatory research method, was done to find out people’s awareness and appreciation of the outstanding use of advertising language by distributing questionnaires with Likert scale to the students and alumni of the English Department of a private university in Indonesia. Considering that in an advertisement there is also the visual aspect besides the textual aspect, the research was also done to find out whether or not there is a strong correlation between people’s awareness and appreciation of the visual and textual aspects.

Keywords: advertising language, awareness, appreciation




Full Text:



Bizzoca, Angela. (2017). The Incidence of Rhetorical Figures in British Print Advertisement. Retrieved from: https://

Butter taste better health. (n.d.). Retrieved from

Butts are gross. (n.d.). Retrieved from

Bly, Robert. (2005). The Copywriter’s Handbook: A Step-by-Step Guide to Writing Copy that Sells (3rd ed.). New York: Henry Holt and Company.

Kreidler, Charles. (1998). Introducing English Semantics. London: Routledge.

Leech, Geoffrey and Michael Short. (1981). Style in Fiction. New York: Longman Group Limited.

Leigh, James. (2013). The Use of Figures of Speech in Print Ad Headlines. Journal of Advertising, Vol. 23, No. 2, 17–33. Retrieved from: https://www.

McQuarrie, Edward. & David Mick. (1996). Figures of Rhetoric in Advertising Language. The Journal of Consumer Research, Vol. 22, No. 4, 424-438. Retrieved from

Merriam-Webster Dictionary. (n.d.). Retrieved from

Partington, Alan. (2009). A linguistic account of wordplay: The lexical grammar of punning. Journal of Pragmatics. Vol. 42, no. 9, 1794-1809.

Starbucks commercial propaganda site. (n.d.). Retrieved from ubMtel

Ushurova, Shachida. Translate the Pun, Sacrifice the Fun: A Comparative Case Study of the Dutch Subtitled Wordplay in an Episode of The Persuaders! (n.d.). Retrieved from Wordplay/Wordplay>

Verdonk, Peter. (2002). Stylistics. Oxford: Oxford University Press.


  • There are currently no refbacks.


Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

  Journal of Language and Literature - Department of English Letters, Universitas Sanata Dharma, Yogyakarta, Indonesia.

Flag Counter