<![CDATA[This study aims to describe the use of antithetical language styles in Reizuka Ari’s TikTok Shop promotional content. This study employed a descriptive method and qualitative approach. The research data consisted of utterances in promotional videos uploaded to the TikTok account @dictionarei account. Data were collected through non-participatory observation, and data analysis was conducted by identifying, classifying, and describing the data based on Masruchin’s theory of antithetical language style. The results show that there are seven types of antithetical language styles used in Reizuka Ari’s promotional content: antithesis, paradox, hyperbole, litotes, contradiction interminus, oxymoron, and anachronism. The use of these language styles demonstrates various linguistic strategies for delivering promotional messages. Antithetical language styles are used not only to strengthen the meaning of utterances but also to create emphasis, build distinctive communication characters and attract the audience's attention. Thus, the use of antithetical language styles is one of the linguistic strategies that supports the delivery of persuasive messages in digital marketing communication through the TikTok Shop.]]>
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