Analysis of Language Styles: Rhetoric and Figurative Language in Makeup Advertisement on Instagram

. Many digital advertisements are featured on Instagram, such as an advertisement for makeup products. One factor that attracts people to purchase makeup products is how the advertisement impression leaves on people. This study attempt to examine the language style, especially rhetoric and figurative of online makeup advertisements on Instagram. The method of this research is the qualitative descriptive method. This study used the theory of language styles proposed by Keraf (2010). The result showed there were five types of rhetorical language styles, alliteration, assonance, asyndeton, polysyndeton, hyperbole, and erotic while the figurative language styles are simile, personification, synecdoche, and metonym. The result shows that some companies use rhetoric and figurative language styles to describe their products' characteristics and produce an emphasize, appealing, and strong impression advertisement. This study attempt to fill the gap by investigating the purpose of using language styles in Instagram advertisements.