The style of language used in advertisements is a meticulously crafted
instrument crucial for capturing attention, expressing brand essence, forging
emotional bonds, and, ultimately, motivating consumers to act in support of the
promoted product or service. It entails a meticulous curation of vocabulary, tone,
visuals, and communication strategies to construct a compelling and lasting
impression on the audience. Therefore, advertisers employ diverse styles within
their advertisements to convey a range of meanings.
In this study, descriptive qualitative was used. Furthermore, data
analysis uses three stages, namely data reduction, data display, and data verification
conclusion. The object of this study were twenty English advertisements on
Instagram. The technique of data collection used documentation.
The result of this study shows that the language style used in the twenty
advertisements observed proposed by Well is metonymy, personification,
alliteration, metaphor, hyperbole, ellipsis, prolepsis, assonance, and simile.
Furthermore, the language meaning that is found in the same twenty advertisements
proposed by Leech is conceptual, connotative, social, affective, reflective and
thematic meaning.