THE ROLE OF FIGURATIVE LANGUAGE IN CONTEMPORARY ADVERTISING
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Keywords: Figurative Language, Advertising, Metaphor, Simile, Hyperbole, Personification, Consumer Behavior, Persuasion, Marketing Strategy, Brand IdentityAbstrak
Annotation: Figurative language has been an essential part of contemporary
advertising, as it helps brands communicate messages effectively, engage consumers
emotionally, and distinguish themselves in a competitive market. This article explores
the various forms of figurative language used in advertising, including metaphors,
similes, personification, hyperbole, and others. It also discusses how these devices
contribute to the impact and success of advertisements by making them memorable,
persuasive, and relatable to audiences. Through analysis, the paper highlights the
power of figurative language in shaping consumer perceptions and influencing
purchasing behavior.
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