A figurative language analysis of advertising furniture across five continents on IKEA's Youtube short videos

Frisyanti, Silva Vadya (2024) A figurative language analysis of advertising furniture across five continents on IKEA's Youtube short videos. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

This study examines the figurative language employed in IKEA's YouTube Short advertisements for furniture across five continents. Through a qualitative content analysis, the research identifies and analyzes the types and functions of figurative language utilized. The findings reveal that metaphors and alliteration are the predominant figures of speech, with a notable preference for these devices in promoting decoration products. Similes, hyperbole, personification, and synecdoche are also present, albeit to a lesser extent. The analysis further demonstrates the widespread use of metaphors and alliterations across all studied regions, with the USA exhibiting the highest frequency of both. The study concludes by highlighting the prevalence of a "soft sell" advertising approach and the consistent integration of figurative language across diverse advertising styles.

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