A STUDY ON THE LANGUAGE USED ON ADVERTISEMENTS IN COSMOPOLITAN MAGAZINE

Abstract

Advertisement is an announcement that is shown to the public to help selling a product. Advertisement is a form of communication that bridges the communication between the producer and the consumer. The massive circulation of electronic and printed advertisements in society becomes an interesting thing. Concerning the case, the purposes of this study are to analyze the characteristics and the purposes of the words used on advertisements in Cosmopolitan magazine. This study was conducted by using deskwork or library research method. While, descriptive method is used to analyze the problems. The first result of this study shows that there are forty words of particular meaning found in the advertisement sentences. Twenty three words are categorized in denotative meaning. Meanwhile, seventeen words are categorized in connotative meaning. The second result of this study shows that the purposes of words used on those advertisements were to represent the target market or the image of the advertised product.