METAPHORS FOUND IN CAR ADVERTISEMENTS

Abstract

This research is entitled An Analysis of Metaphors in Car Advertisements. The researchers analyzed the metaphors of slogans in car brochures. The purposes of conducting this research were to find out the metaphorical phrases of SUV car advertisement slogans, to find out the meaning of the metaphorical phrases in SUV car advertisement slogans, and to discuss the target audiences of these metaphorical phrases in SUV car advertisement slogans. The researchers used descriptive method in analyzing the slogans in car brochures. The result of the analysis shows that from nineteen slogans that are collected by researcher, nine slogans contain ontological metaphors and ten slogans use personification ontological metaphors. Based on the analysis, each metaphorical expression has its own meaning based on its target audiences.

Keywords: Metaphors, Car Advertisements