ABANG AZZIFA ZAMANI, (NIM. 5031811033) (2025) An Analysis Of Metaphor In Instagram’s Account Advertisement. Other thesis, Universitas Bangka Belitung.
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Abstract
A metaphor is a creative way to communicate in advertising that describes a product or services. It involves the use of one idea, image, or concept that helps to convey the value, appeal, or emotional meaning of a product. This research analyzes metaphors from three Instagram accounts: @pringles, @doritos, and @kfc, each consisting of three advertisements per account. The study applies Zoltan Kövecses theory by using semantic analysis that outlines four types of metaphors. The purpose of this study is to identify sentences in nine advertisements that contain metaphorical expressions as described by Kövecses. Zoltan Kövecses categorizes metaphor not only as linguistic expressions but as complex cognitive constructions influenced by various factors such as Conceptual Metaphor, Embodied Metaphor, Cultural Metaphor, and Situational Metaphor. This analysis also explains how metaphors shape customers perspectives regarding their engagement with the products in the nine advertisements, explaining the relationship between the meaning of metaphorical advertisements and Instagram users responses to the photo sentences featured in the advertisements. This study uses qualitative research methodology to analyze data related to metaphorical sentences or phrases. This research reveals nine data related to metaphors, found types of metaphors including nine conceptual metaphors, five embodied metaphors, four cultural metaphors, and six situational metaphors. This research shows that conceptual metaphors play a dominant role in advertisements. For the analysis of the Instagram user comments, it was concluded that the responses received from the users showed that they were interested in buying product, gave humorous comments and many of them gave positive comments regarding the intention of the advertisements.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | doritos, kfc, metaphor, pringles, semantics |
| Subjects: | P Bahasa dan Sastra > PR English literature |
| Divisions: | FAKULTAS ILMU SOSIAL DAN POLITIK > SASTRA INGGRIS > SKRIPSI |
| Depositing User: | Mrs Suci Rhomana Sari |
| Date Deposited: | 20 Aug 2025 08:00 |
| Last Modified: | 20 Aug 2025 08:00 |
| URI: | https://repository.ubb.ac.id/id/eprint/12120 |
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