Wordplay in Advertisements of „HighEnd‟ Magazine”

Abstract

This study concerned with the analysis of wordplay in advertisements of HighEnd magazine. The objective of this study was to find out the kinds and determine the dominant kind of wordplay realized in advertisements on HighEnd magazine. The data in this study was taken from advertisements of HighEnd magazine issued in May 2017. The data consisted of seventeen advertisements. The result showed that there were 10 types of wordplay found the advertisement, which are vocative function, aesthetic function, hyperbole, rhyme, onomatopoeia, homonymic, assonance, alliteration, homophonic, and homographic. Vocative function is mostly appears in advertisement. This wordplay is in the first rank because it is appears four times from 17 advertisements. The second rank is Aesthetic function appears three times. And then Hyperbole, Rhyme, Onomatopoeia, and Homonymic appear two times. And the last Assonance, Alliteration, Homophonic, and Homographic appear one times. Descriptive qualitative method was applied to analyze the data. The wordplay found in HighEnd magazine was imitate or adopted from many sources to memorize readers about something famous then remember about products that promote use the another source words. All these wordplay marks are effective methods to build an wordplay link in advertisements. Thus, the application of intertextual wordplay related in vividness humor, and uniqueness, which could attracted readers‟ attention.