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All Journal Apollo Project: Jurnal Ilmiah Program Studi Sastra Inggris
Haruka Vasanty Manurung
Universitas Udayana
Humanities Languange, Linguistic, Communication & Media

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Associative Meaning Found in Skin Care Product Advertisements Haruka Vasanty Manurung; Ni Ketut Sri Rahayun; I Made Netra
Apollo Project: Jurnal Ilmiah Program Studi Sastra Inggris Vol. 15 No. 2 (2026): Agustus 2026
Publisher : Program Studi Sastra Inggris, Fakultas Ilmu Budaya, Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/te5nw681

Abstract

The title of this study is “Associative Meanings Found in Skin Care Product Advertisements”. Skin care product is known as the fastest-growing markets in beauty industry. Because many people are getting more aware in the importance of keeping the skin healthy. This is why it becomes an opportunity for skin care brand to promote their product. But a brand’s slogan sometimes can lead to a misinterpretation because the phrase itself can extend beyond its semantic charges. To find the meanings and their functions, this study uses the theory of associative meanings by Leech (1981). This will help to assert and convey the meaning with the ideas of the brand to reduce any misunderstanding from an advertisement’s slogan. There were eight advertisements taken from Instagram from 2020-2022 discussed in this study. It was taken from that platform because it is actively used by a brand to advertise its product online. The data itself were collected through documentation methods and note-taking techniques of the associative meanings. Similar data were eliminated to avoid any repetition. The data were analyzed using qualitative methods and presented descriptively to give a clear explanation. The result shows that there are ten associative meanings found in eight data. There are four slogans belonging to connotative meaning, two belonging to affective meaning, two belonging to reflective meaning, one belonging to collocative meaning, and one data belonging to stylistic meaning. Connotative meaning is the most used one because it communicates the overall message the brand wants to convey about the meaning of the product. It also holds an information and represents the overall message that wants to be said. Keywords: Advertisement, Associative meanings, Skin care
Co-Authors I Made Netra Ni Ketut Sri Rahayun