AN ANALYSIS OF FIGURATIVE LANGUAGE USED ON INSTAGRAM ONLINE SHOPPING

Figurative language is a communication style contrary to words' literal or
accurate meaning. Figurative language is frequently employed in hyperbole and
comparisons, adding artistic flair to written or spoken words or clarifying complex
concepts. This study aims to examine the language style used in Instagram captions
for online fashion purchases to identify the language style most frequently
employed by fashion brands. The Johnson hypothesis, which addresses language
style, is the main topic of this study. The researcher describes sentences categorized
under figurative language, requiring descriptive qualitative research methodology.
In the meantime, the data source was published from April to July 2023 and
gathered from WearingKlamby and H&M's online shopping Instagram accounts.
Recording is a tool used in this research to obtain more reliable data. The most
common style found in an Instagram caption for an online store is hyperbole, which
is used roughly five times. The simile style, found three times, is followed by the
idiom style, found twice, and the personification style, found once. Researchers
found that when creating beautiful phrases that can persuade or affect readers' or
viewers' attention when using their products, Instagram caption makers primarily
utilize an easy and attractive style, whether using hyperbole, similes, idioms, or
personification.