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.
