Abstract:
This research was revealed to analyze the meaning of metaphor used in women’s
skincare product/advertising with the characteristic of plants and things as a
parable with women’s skin. The objectives of this research were: (1) to analyze
the meaning of metaphor, (2) to identify the types of metaphor, and (3) to find out
the dominant types of metaphor. The using of qualitative method was applied in
this research. The data was taken from 10 PT/Brand skincare in Indonesia with
their official website (Instagram) and the researcher was collected 20
metaphorical sentences. The technique of collecting the data were searching the
official website, reading and making script of metaphorical sentence which was
collected by using documentary technique like picture (screenshot), identifying
the types of metaphor and showing the data using table. Miles and Huberman
theory was applied to analyzing the data such as selecting the data, organizing the
data in the form of table and as the result, the researcher found that they were 4
skincare product includes structural metaphor, 14 skincare product includes
ontological metaphor, and also 2 skincare product includes orientational
metaphor. Thus the types of metaphor used in women’s skincare
product/advertising were 20% structural metaphor, 70% ontological metaphor and
10% orientational metaphor. The most dominant types of metaphor is ontological
metaphor with 70%. The characteristic of rose water, flower petal, cristal, glass,
zaitun, berry, key, spotlight and orange were parabled with women’s skin. The
body lotion product was the most used in the women’s skincare
product/advertising.
