Language Style in Beauty Advertisement Marie Claire Magazine


  • Hamira Dwi Putra
  • Arman Arman


Language Style, Marie Claire Magazine, beauty, Advertisement


This research aims to describe the language style used in Marie Claire Magazine advertisements. The objectives of this research are: (1) to describe the kinds of language style and how they are used in the advertisements, and also (2) to find out the dominant language style used in Marie Claire Magazine. This research uses a descriptive qualitative method. The data source of this research was beauty advertisements from Marie Claire Magazine that issued in November and December 2017. The data were taken from the text of those printed advertisements. The data were analyzed by using a descriptive qualitative method. It gave a sufficient description of the factual data of the phenomena and provided its logical and rational interpretation based on relevant theories. The research findings showed that there were seven types of language styles that commonly appear in advertisement found in Marie Claire Magazine beauty advertisement based on William Well’s theory: simile, metaphor, personification, alliteration, assonance, ellipsis, and hyperbole. Hyperbole was the most used language style in a beauty advertisement Marie Claire Magazine. The application of hyperbole did not only make advertisements attractive and informative but also made them persuasive. Hyperbole also appears because the language of advertisement might be aiming to persuade the consumers to buy the products.


Archibald, J., Aronoff, M., O'Grady, W., & Rees-Miller, J. 2010. Contemporary linguistics: An introduction (6th ed). New York: St. Martin's Press.

Arens, W. F. 2006. Contemporary advertising (10thed.). New York: McGraw- Hill/Irwin.

Bovee, C. L. 1982. Advertising concepts and applications: A student supplement. Glenview: Richard D. Irwin, Inc.

Bovee, C. L. & Arens, W. F. 1986. Contemporary advertising (2nded.) Glenview: Richard D. Irwin, Inc.

Byrne, B. 2004. Relevance theory and the language of advertising, Centre for Language and Communication Studies, Occasional paper No.31, Trinity College, Dublin, and Ireland.

Chaika, Elaine. 1982. Language the Society Mirror. Rewley Massachusetts: New House Publisher Inc.

Fishmanand Ramos 1970. Sociolinguistics a Brief introduction. Roully MassachuSetts: New Burry House Publisher Inc.

Habibah. 2010.Language Styles in Phone Conversation of the Broadcaster and the Callers in the “English Expression Program” of Mas FM Radio.

Hidayat. 2011.Language Styles of Advertisement in Jawa Pos.

Keraf, Gorys. Diksi dan Gaya Bahasa. Jakarta: Gramedia Pustaka Utama, 2006

Leech, G. N. 1972. English advertising: A linguistic study of advertising in Great Britain. London: Longman.

Mott, G.F. 2004. New Survey of Journalism. New York: Warnes and Noble Inc.

O’Guinn, T.C.,,. 2000. Advertising. South-Western College Publishing, USA.

Sinclair, G. 2007. An Introduction to Language. Fourth Edition Australia: Horcurt Australia Pte. Ltd.

Trimmer, J.F & Nancy, L.S. 1984. Writing with a purpose. Boston: Houghton Mifflin Company.

Verdonk, P. 2002.Stylistics. Oxford University Press, UK.

Wardhaugh, Ronald. 196. An Introduction to Sociolinguistics. New York; Basil Blackwell.

Wells, W. 1995. Advertising Principle and Practice. United States of America: a salmon & Schuster Company.

Wereing 2005.Language, Society, and Power. London and New York: Routledge.

Zahra. 2003. Language Style Used by Bloggers in the Blogosphere. (access on February, 18th 2019) (access on February, 19th 2019




How to Cite

Putra, Hamira Dwi, and Arman Arman. 2023. “Language Style in Beauty Advertisement Marie Claire Magazine”. ELITE: Journal of English Language and Literature 4 (1):45-55.



Vol. 4 No.1 June 2019