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All Journal Journal Business Administration (JBA): Entrepreneurship and Creative Indutry
Fikry Prastya, Syahputra
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Hyperbole and Personification Used by Food Reviewers on TikTok Application as Promotion Strategy Fikry Prastya, Syahputra
Journal Business Administration: Entrepreneurship and Creative Industry Vol. 2 No. 2 (2023): Journal Business Administration: Entrepreneurship and Creative Industry
Publisher : Talenta Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32734/jba.v2i2.12418

Abstract

The increasingly advanced digital world also has an impact on shifting the way the world community trades. One of them is promotional media which is increasingly being carried out on social media such as Facebook, Instagram and TikTok. This research examines various language styles in food reviewers in promoting Eat Sambel. This research data focuses on comparative language styles (personification) and contradiction language styles (hyperbole). The purpose of this research is to describe and explain the style of language used and its meaning by food reviewers in promoting Eat Sambel products. The research method used in this study is qualitative descriptive. Data collection techniques use documentation techniques. Based on the results of data analysis found in several food reviewer videos on the TikTok application, the figure of contradiction (hyperbole) was more dominant than the figure of comparative (personification). In other words, these food reviewers prefer to highlight the products they are reviewing rather than comparing them with other products which will later lead to debating.
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