THE USE OF FIGURATIVE LANGUAGE IN THE TOUR EAST TRAVEL AGENT BOOKLET AND ELEPHANT SAFARI PARK LODGE BALI WEBSITE

Abstract

This study aims to explain the role of figurative language in tourism advertisements, focusing on the Tour East booklet and the Elephant Safari Park Lodge Bali website. Descriptive methods were used to collect and analyze samples of tourism promotional advertisements, with an emphasis on the use of figurative language such as similes, metaphors, metonymy, personification, and hyperbole. The data analysis method tabulates the phrases and sentences included in figurative language, categorizes figurative language into words, phrases, and sentences, interprets the meaning of figurative language, and classifies it into various types of figurative language. From the results of the data, it is known that the number of figurative phrases found is 30, including: 3 similes, 9 metaphors, 5 metonymies, 6 personifications, 6 hyperbole, and 1 rhetorical question. The results show that figurative language is used to create vivid images and convey unique experiences to the audience. The use of figurative language not only adds depth and emotion to the promotional content but also makes it more memorable and impactful for potential travelers. Few studies discuss figurative language in tourism advertisements. This research analyses figurative language in advertising slogans, using Tour East and Elephant Safari Park.