FANI, Farhah Citra (2025) Figurative Language in Technology Advertising: A Study of Samsung Campaigns. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

Figurative language uses non-literal linguistic elements to convey complex meanings imaginatively. In advertising, specifically Samsung's video advertisements, figurative language strengthens the message through figurative expressions that creatively compare or illustrate. This language strategy allows the presentation of technological features to be more engaging, emotional, and memorable for consumers. This study aims to determine the types of figurative language used in Samsung video advertisements uploaded to YouTube. The objects of this study are utterances, words, sentences, or phrases in video advertisements that contain elements of figurative language. The research method used is descriptive qualitative with a semantic approach. Data were collected from eight Samsung video advertisements, focusing on expressions containing figurative language, with 35 data points collected through observation and transcription. The data were analysed by identifying and categorizing figurative language in the advertisements, then interpreting them through Perrine’s (2018) framework, which outlines their types and functions. This study's final results indicate that six types of figurative language are used: hyperbole, metaphor, personification, simile, metonymy, and paradox. Of the six types, hyperbole is the most commonly used. In addition, figurative language's most frequently found function is increasing emotional intensity, followed by imaginative pleasure, and several other functions such as bringing additional imagery and saying in brief compass.

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