Vol. 3, No. 1, August’20 - February‘21 ISSN 2622-8823

TROPES ANALYSIS OF NEWSPAPERS ADVERTISING ON JANUARY- APRIL 2020

Rika Hasibuan 1), Novita Christianti Hutabarat 2), Lamma Sihotang 3) 1 English Department, Sisingamangaraja XII Tapanuli University email:rikahasibuan97 @gmail.com 2 English Department, Sisingamangaraja XII Tapanuli University email: [email protected] 3 English Department, Sisingamangaraja XII Tapanuli University email: [email protected]

Abstract - A trope is a word or expression used in a figurative sense. A newspaper is a periodical publication containing written information about current events and is often typed in black ink with a white or gray background. Advertising is an efficient way to reach numerous geographically dispersed buyers at a low cost per exposure. The writers intend to understands : What types of tropes are found in the language advertising use in Newspapers? This article found that there are only five kinds of tropes that are found in Newspaper advertising in January – April 2020, they are: hyperbole, metaphor, metonymy, personification, and synecdoche. The types of total tropes sentence that found in advertisement is 26 tropes. The total of hyperbole are 14 sentences, the total of Metaphor is 1 sentence, the total of Metonymy are 2 sentence, the total of Personification 5 sentences , and the total of Synecdoche are 4 sentences.

Keywords: Figurative meaning, tropes, newspaper advertising.

There are seven tropes that are commonly used I. INTRODUCTION in advertisement: Hyperbole, irony, metaphor, metonymy, personifications, simile, and The word Tropes is derived from the Greek synecdoche. Harmon and Holman (1986:203). tropein, to turn is a word or phrase that changes Advertising is commonly used to promote a the general meaning of words. A trope is a word product or services in which the sponsor pays or expression used in a figurative sense (Corbett, the newspapers (the writers used), magazines, 1971). Tropes can be found in many literary etc. Tropes are used to convey information in a works such as poetry, drama, novel, song, non – standard way, where they imply rather advertisement, etc. advertising is a business in than state the claimed intend conclusion in the which the language is to persuade people to do extant literature, it is argued that by fully things, for example to buy some product. That is understanding the effect of certain types of why they commonly used tropes in tropes, in terms how each type may influence advertisements to convey information in non thoughts, advertiser may better apply their standard way (Adam and Stella, 2005). persuasive massages. The writers intend to understands : What types of tropes are found in the language advertising use in Newspapers? Page | 14 ojs-unita.com Vol. 3, No. 1, August’20 - February‘21 ISSN 2622-8823

type of trope that suggests that one object or concept is or like unrelated object or concept. II. DISCUSSION “The lake was a smooth as glass” is a metaphor. Another type of trope is hyperbole, which uses Newspaper. Newspaper advertising can promote obvious and intentional exaggeration to convey your business to a wide range of customers. its massage. “We had to wait an eternity” is A figurative language is a writing that embodies hyperbole (McQuarrie and Mick, 1996). one or more of various figures of speech. These figures of speech are often divided into two From the examples above, He or she does not classes. Rhetorical (Scheme) in which the words think that the lake is actually made up of glass or retain literal but their rhetorical patterns in that the wait actually lasted forever. But the changed (Harmon and Holman, 1986:203) and reader understand the dramatic comparison that trope, literary meaning “Turns” in which words highlights the similarities between the object are used in a way which changes their meaning. compared; that the lake is incredibly smooth in Knowles and Moon (2003:123) divided the the way that that a pane of glass is incredibly figurative language in to two parts: Schemes and smooth, or that the wait lasted an extremely long Tropes. time in the same way that an eternity is an extremely long time. Scheme is figures of speech that add color and interest to language. Corbett Types of Tropes (www.rhetorica.net) says that a scheme is a 1. Irony change in standard word order or pattern. Irony is a figure of speech where words are „Schemes‟ come from the Greek schema means taken in the opposite way from their literal form or shape. It is the mayor category figures meaning or the opposite of what it as usually of speech which involves changing the pattern of says. Irony may thus reflect the opposite of the words in a sentence. Scheme is not the focus of thought or feelings of the speakers or writer as this study but it is important to mention them when somebody says “I love it” when she/he briefly, as for many scholars think nowadays, hates it or the opposite of the truth about the the differences between scheme and tropes are external reality (as in “there‟s a crowd here not considered to have a clear. when it‟s deserted). 2. Hyperbole While the “Trope” comes from the Greek word, A hyperbole is a trope or figure of speech that tropein which means “to turn or twist, to direct, uses an exaggeration statement to create a strong to alter, to change". Hawkes in Chandler emotional response or to get its point across. (www.aber.ac.uk) states that in rhetoric, a trope Harmon and Holman (1986:246) also state that is a figure of speech involving a “turn” or hyperbole is a figure of speech in which changes of sense the use of a word in a sense conscious exaggeration is used without the other than the literal, in this sense figure of intent of literal persuasion. Example: He‟s been comparison as well as ironical expression are here hundreds of times, she has tons of money. tropes of figure of speech. Tropes can be seen as The statement hundreds of times and tons of offering as a variety of saying “this (or is like) money here is exaggeration statements and not that”. literal meaning. These statements exactly purpose to state that he has been there for a long Tropes are also used extensively in advertising. time and she has much money. Tropes require the readers to engage with them 3. Metonymy to make sense of the words in context of the Metonymy is a figure of speech used in rhetoric advertisement. For example, a metaphor is a in which thing or concept is not called by its Page | 15 ojs-unita.com Vol. 3, No. 1, August’20 - February‘21 ISSN 2622-8823

own name, but by name of something intimately lonely as a cloud that floats on high o‟er vales associated with that thing or concept and hills. Like a lobster boiled, the morn from (http://en.wikipedia.org/wiki/Metonymy), and black to red began to turn. the figure that substitutes the name of one thing 7. Synecdoche for the name of another thing with which it is Synecdoche is the use of a member of a class to connected in some way. The part of something is represent the whole class as in the expression used to refer to the whole, or else the whole is “meat and potatoes” in referring to food. referred in terms of something associated with it, (Allsopp and Hunt (1964:249), Synecdoche is a for example: we are loyal to the throne. Please figure which uses to the name of part for the show more respect for grey hairs. Throne and name of the whole and the name of the whole grey hairs have been substituted for “royal for the name of the part, for example, a character authority” and “old age. might be consistently described by a single body part, such as the eyes, which come to represent 4. Metaphor the character. This is often used when the main A figure of speech often adds punch to a character does not know or care about the names sentence. Metaphor can help a speaker or writer of the character that he/she is referring to. Some paint a clear picture through comparison or limited synecdoche further to cases where one contrast. It is comparison of two dissimilar element is physically part of other. Here are things which does not use like” or “as”. some examples: a) Part for whole: we need to Metaphor is also an explanation of an object or hire some more hands (workers), “two heads are idea through juxtaposition of disparate things better than one”. b)Whole for part : I was with a similar characteristic, such as describing a stopped by the law – where the stands for a courageous person as having a "heart of a lion". police officer, The market is very crowded ( 5. Personification costumer), c)Species for genus (hypernymy) – Personification is a trope which gives human the use of a member of a class (hyponymy) for attributes to things that are not human. Harmon the class (Super ordinate) which includes it and Holman, 1986:396) state that, (example : a mother for motherhood, bread for personification is a figure of that endows ideas, food, hover for vacuum – cleaner‟); d) Genus for abstraction, and inanimate object with human species (Hyponymy) – the use of super ordinate form, character, or sensibilities; the representing for a hyponym (example: “vehicle” for “car”, or of imaginary creatures or things as having “machine” for “computer”). human personalities, intelligence and emotions. For examples: The pizza disagreed with me, the A newspaper is a periodical publication flowers nodded their heads and the old car containing written information about current wheezed and complained. events and is often typed in black ink with a 6. Simile white or gray background. Advertising is an Simile is a formal comparison of one thing with efficient way to reach numerous geographically another, introduced by like, as, or some other dispersed buyers at a low cost per exposure. comparing word. Certain forms of advertising, such as TV (http://wikipedia.org/wiki/simile), a simile is a advertising, can require a large budget, while figure of speech comparing two unlike things, other forms, such as newspaper advertising, can often introduced with the word “like” or “as”. be done on a small budget (Kotler, 1984:624). Even though simile and metaphor are both forms of comparison, but simile allow the two ideas to This article used descriptive qualitative. remain distinct in spite of their similarities, According to Mayer and Greenwood, descriptive whereas metaphors compare two things without qualitative intend to identify characteristics using “like” or “as”. For example: I wandered which differentiate characteristic a group of Page | 16 ojs-unita.com Vol. 3, No. 1, August’20 - February‘21 ISSN 2622-8823

people, things, or events. Descriptive qualitative from the others design involves conceptualization process, and in the word produce classification of schemes, this different. Truly description is the beginning of any discipline the taste of this development. The writer took tropes which are product is used on Newspaper advertising only on January different with - April 2020 . This article attempted to describe the others. The the seven types of tropes. The data can shown as advertisement follows: intends to inform Date Tropes Sentences Meaning and promote the 01/01 1. Frappuccino. The statement is product and “However-you- type of trope persuade the want-it- metonymy. reader to buy. Frappuccino” Frappuccino is one of drink Date Tropes Meaning trade mark. Here Sentences the 24/02 1. No English This advertisement 2. Mirage. advertisement No job is the type of trope Rainbow Your purpose to metaphor by the Life inform and sentence no English persuade the no job in the words readers to buy English and job. the product. This statement Based on the compare two 3. Sour Sally. Try advertisement, unrelated things, it! It‟s different this they are English and from the others advertisement is job. The the type of trope advertisement hyperbole, doesn‟t intend that because of the no job without sentence English. But this rainbow your statement purpose to life in the word state that many jobs rainbow. The need skill in English advertisement and often skill in purpose to English be a inform the requirement in apply performance of a job. The purpose the car. of advertisement is The statement in to persuade the this readers to join the advertisement is course in double the type of trope eight English, where hyperbole, in this course we because in the will learn more sentence try it! about English. It‟s different Page | 17 ojs-unita.com Vol. 3, No. 1, August’20 - February‘21 ISSN 2622-8823

Date Tropes Meaning the user. Sentences 25/02 1. Sony. This advertisement Date Tropes Sentences Meaning Make is the type of trope 29/03 1. Honda. Now, Freed here is believe personification, by it‟s time to describe the statement make freed something is free. believe. The The advertisement statement in this want to state that advertisement does the user will feel not want to state that 2. AVEO. When comfortable in use this mobile will was the last this car. This 2. Samsung. make believe but the time you did advertisement is Be creative, advertisement just something for type of trope be stylish want to inform and the first time? synecdoche. promote the This advertisement superiority of the purpose to tell the mobile and persuade 3. Suzuki. The market the the readers to use. exciting superiorities of the 3. Hp. This advertisement supremacy in product (car). The Designed to is the type of trope fuel statement the last take your hyperbole. The efficiency! time for the first breath advertisement is not time is the away. directly state that the description of type mobile is creative 4. Outlander trope hyperbole. but the Sport. The The statement Fuel advertisement legend meets efficiency here is purpose to inform urban soul the description of the qualities of this qualities and mobile. superiority of the From the sentence in vehicle. This this advertisement advertisement is designed to take the type of trope your breath away, hyperbole. this advertisement is The word meets in the type of trope this advertisement personification. The is type of trope advertisement does personification. not intend to state This advertisement that the product will purpose to inform take the user breath the readers about away, but the the performance of advertisement the car. purpose to inform the superiorities of Date Tropes Meaning the product where Sentences the product has 30/03 1. Honda This advertisement many benefits for Blade. is the type of trope Page | 18 ojs-unita.com Vol. 3, No. 1, August’20 - February‘21 ISSN 2622-8823

The true hyperbole by the thinnest. the superiority of racing spirit sentence the true the product where catch it! racing spirit in the the user can phrase the true. The operate it at home. statement the true The statement the here is an world thinnest is exaggeration the type of trope statement. True synecdoche. This relates to advertisement does accordance with not purpose to state 2. Seiko. The fact and agrees with that the world is measure of reality. Here Honda thin, but this is the greatness. blade is stated as description of the the true because of product, the its superiorities and product is thin but the advertisement it has great intends to persuade functions. the readers to use Honda blade Date Tropes Sentences Meaning especially for the 02/4 1. Konica The word cheers is racers. Minolta. Say an expression for a The measure of cheers! good health and greatness is the type for this of trope hyperbole. advertisement this The advertisement is the trope of does not want to hyperbole. The state that the watch statement say of Seiko is the 2. Hotel Polonia. cheers here as the greatness but the Your comfort expression for a advertisement we care. lucky moment purpose to inform where if the user the readers about buy the product, qualities of this they will get a watch and persuade 3. Asus. The camera freely. readers to have it. world at your The statement finger tips your comfort we Date Tropes Sentences Meaning care in this 01/4 1. Hp pavilion. Your paradise of advertisement is Your paradise fun starts at home the type of trope of fun starts at is the type of trope synecdoche. It can home hyperbole. Paradise be shown from the is condition of picture in this great of perfect advertisement satisfaction or only present the happiness. Here the 4. Alba. A good type of room. 2. Lenovo. The advertisement day begins This world‟s purpose to inform with alba. advertisement is Page | 19 ojs-unita.com Vol. 3, No. 1, August’20 - February‘21 ISSN 2622-8823

the type of trope word good relate hyperbole, by the to the appearance statement the of the watch that world at your will increase user finger tips. This is self confidences. an exaggeration Gives you a quick statement. The preview to ensure advertisement you won‟t miss does not purpose any details is the that the world is statement of 5. Samsung. at finger tips, but hyperbole. Gives you a the advertisement Samsung will not quick preview intend to inform directly remind to ensure you the readers the something before won‟t miss any superiorities or the user make it details. qualities of the firstly, but here the product , in this advertisement advertisement the purpose to inform product is a laptop the quality of or computer which Samsung and is operated by suggest the readers finger tips. to use it. The statement in this advertisement Date Tropes Meaning is the type of trope Sentences metonymy, 06/4 1. Seiko. This advertisement because in the Brilliant is the type of trope sentence a good design. hyperbole, because day begins with Hidden the sentence alba, in the word strength. brilliant design, alba. Here the hidden strength. advertisement The word brilliant substitute the here is exaggeration name of a watch statement. The with alba, or it advertisement could be intends to inform mentioned that the readers about alba is a part of qualities of the watch trademark. watch and its The advertisement performance. intends to inform and persuade the Date Tropes Sentences Meaning reader to purchase 07/4 1. Lenove. Great Great season, great and use watch season, great experience is the with trademark of experience statement of this alba. In the phrase advertisement to a good day, the inform the readers Page | 20 ojs-unita.com Vol. 3, No. 1, August’20 - February‘21 ISSN 2622-8823

2. Swift. Swift about superiorities readers about the your mind of the product and swiftness of this car. this is the type of The statement trope hyperbole. emotion in motion in Mind is part of a this advertisement is person‟s brain the type of trope where your hyperbole. The thoughts are. This advertisement does statement does not not intend to state mean that just that there emotion mind, but it when the vehicle is represents the moving. But this is whole of our body the expression of the (synecdoche). Here superiority of the the advertisement vehicle. state that the vehicle swift your This writer found that the seven types of tropes mind is the used on Newspapers advertising are : description of the Hyperbole, Irony, Metaphor, Simile, swiftness of the Personification, Metonymy, and Synecdoche, vehicle. and it can shown as follows: Tropes Types of tropes No Date Tropes Meaning Sentences 1 2 3 4 5 6 7 Sentences Frappuccino. √ 09/4 1. Mazda. Steals your attention “However- 1 Steals your is the type of trope you-want-it- attention personification. The Frappuccino” advertisement is not Mirage. √ directly state that 2 Rainbow this vehicle will Your Life steals your attention. Sour Sally. √ But the Try it! It‟s 2. Lancer Ex. advertisement 3 different The new purpose to inform from the breeds of the superiority of the others speed vehicle and persuade No English √ 4 the readers to use. No job Breed is related to Sony. Make √ 5 reproduce or to bring believe forth from the womb Samsung. Be √ 3. Tucson. or hatch (young) 6 creative, be Emotion in from the egg. This stylish motion advertisement is the Hp. √ type of trope Designed to personification. Here 7 take your the statement breeds breath away. of speed inform the Page | 21 ojs-unita.com Vol. 3, No. 1, August’20 - February‘21 ISSN 2622-8823

Honda. Now, √ day begins 8 it‟s time to with alba. freed Samsung. √ AVEO. √ Gives you a When was quick the last time 20 preview to 9 you did ensure you something won‟t miss for the first any details. time? Seiko. √ Suzuki. The √ Brilliant exciting 21 design. 10 supremacy in Hidden fuel strength efficiency Lenove. √ Outlander √ Great season, 22 Sport. The great 11 legend meets experience urban soul Swift. Swift √ 23 Honda √ your mind Blade. Mazda. √ 12 The true 24 Steals your racing spirit attention catch it! Lancer Ex. √ Seiko. The √ The new 25 13 measure of breeds of greatness. speed Hp pavilion. √ Tucson. √ Your 26 Emotion in 14 paradise of motion fun starts at Total 26 sentences/ 14 - 1 2 5 - 4 home 26 Tropes Lenovo. The √ Note: 15 world‟s Types of Tropes thinnest. 1. Hyperbole Konica √ 2. Irony 16 Minolta. Say 3. Metaphor cheers! 4. Metonymy Hotel √ 5. Personification Polonia. 6. Simile 17 Your 7. Synecdoche comfort we care. Asus. The √ III. CONCLUSION 18 world at your finger tips This article found that there are only five kinds 19 Alba. A good √ of tropes that are found in Newspaper Page | 22 ojs-unita.com Vol. 3, No. 1, August’20 - February‘21 ISSN 2622-8823

advertising in January – April 2020, they are: [8] Knowles, M. and Moon. R. 2003, hyperbole, metaphor, metonymy, Introducing Metaphor. New York: personification, and synecdoche. The types of Taylor and Francis Group. total tropes sentence that found in advertisement is 26 tropes. The total of hyperbole are 14 [9] Macquarrie, E.F. And Mick, D.E. 1996. sentences, the total of Metaphor is 1 sentence, Figures of Rhetoric in advertising the total of Metonymy are 2 sentence, the total Language: Journal of Consumer of Personification 5 sentences , and the total of Research. Synecdoche are 4 sentences . [10]http://lsb.scu.edu/~emcquarrie/rhetjcr.htm. Accessed on 2020. [11]http://academic.brooklyn.cunyedu/english/m REFERENCES elani/lit.term.html accessed on 2020

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