LANGUAGE STYLE OF BEAUTY PRODUCT IN COMMERCIAL ADVERTISEMENT DISPLAYED ON JAPANESE TELEVISION

This study examines the diction and style of language in commercial advertisements for Nivea beauty products aims to describe explore meanings expressions written advertisements. Data form phrases, sentences, images are analyzed using a qualitative descriptive analysis. The results show that dictions Nivea-UV (予防美容ケア) all directly related vocabulary care. There also borrowed words from English clarify offered. advertisement consists eight hyperboles, two metaphors, one synecdoche, metonymy, repetition, onomatopoeia, respectively. appears exaggeration, presenting something clearly, repeating words, emphasizing certain showing same word order, having express relationship, represent associations or attributes. To refine language, there is politeness forms kenjou teinei. have their own characteristics, namely firmness solidity, so intentions meaning can be understood by target audience.