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LANGUAGE STYLES USED IN ADVERTISEMENT OF THE JAKARTA POST NEWSPAPER

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Pengarang RIFKA FANI SYUHADA - Personal Name

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The educational advertisements are displayed in various media; printed or electronic media. The advertisements are set in many types, forms, and styles of language use to persuade the customers. However, they are not clearly investigated yet until there are no certain determinates to these case, especially, the language styles use. This research aims to describe the style of language in the educational advertisement of The Jakarta Post newspaper published from May 2018 to August 2019. The theory used in this study was the theory put forward by Moriarty, Mitchell, and Wells (2012). This research used a descriptive qualitative method. The results showed that there were three language styles from twenty-four advertisements that appeared in the educational advertisement on The Jakarta Post newspaper. These are Hard-sell style, Straightforward style, and The combination of Hard-sell and Straightforward. However, the most dominant language style appearing in the educational advertisement of The Jakarta Post newspaper in May 2018 to August 2019 edition is hard-sell style because the language style of this advertisement provided detailed information in which it is very often used in displayed advertisements. Keywords: Language style, educational advertisement, The Jakarta Post newspaper.

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