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LANGUAGE STYLE AND PROCESS OF WORD FORMATION IN VISUAL

ADVERTISING SLOGANS OF WARDAH PRODUCTS

Alfiyah Hasna Nabilah 1), Nur Utami Sari’at Kurnia 2), Sari Rejeki 3)
English Literature, Faculty of Social Sciences and Humanities,
Pakuan University, Bogor, Indonesia

Correspondence
Email: [email protected] Phone: 085156693677
Submitted 18 Oktober 2024 Accepted 21 Oktober 2024 Published 28 Oktober 2024

ABSTRACT
This research entitled “Language Style and Process of Word Formation in Visual Advertising Slogans of Wardah
Products” aims to describe the form of language style and process of word formation used in slogans. The method
used in this research is descriptive qualitative method. The result indicates that there is a combination of language
style and process of word formation, four types of figurative languages, four types of rhetorical languages, and
two types of word formation processes. Personification, anaphora, and blending are more commonly found in this
research.

Keywords: Slogan, Language Style, Word Formation Process, Wardah.

BACKGROUND
Advertisements present information in the most appealing way possible to influence the
audience to be interested in purchasing the product offered. (Nurimba & Muhiddin, 2020).
Advertisers must use the right marketing strategies so that the product is easier to remember
and recognize. In the process of increasing brand awareness, advertisers sometimes use slogans
as a marketing strategy.
A slogan is a short, catchy phrase that is easy to remember and is used to inform or advertise
something. According to Sukini (2005: 162), a slogan is a short and persuasive sentence, and
its structure is not like the usual. In addition, a slogan can also serve as a representation of a
product or company. Slogans serve the function of providing an attraction so that consumers
want to know more about the marketed product. The writing of slogans is done in an appealing
form to attract the reader's attention. With a unique and catchy slogan, the advertised product
can be more easily remembered. That uniqueness is certainly inseparable from the choice of
diction or language style, word formation, and sentence structure used.
The use of language style includes diction or word choice that challenges the propriety of
using certain words, phrases, or clauses to address linguistic hierarchies, whether at the level
of individual word choice, phrases, clauses, sentences, or the discourse. (Keraf, 2006). In
expressing or conveying ideas, whether in spoken or written form, people use language styles
because it is related to social aspects.
In addition to language style, word formation is another linguistic feature used in
advertisements. Word formation techniques are used to convey ideas in a different or creative
way. New words emerge through the process of word formation, resulting in new meanings as
well. Word formation is used in advertising presentations to attract consumer interest.
Wardah beauty product advertisements are chosen as the data source of research because
they often feature slogans in several ads on Instagram. The use of slogans in every Wardah
advertisement attracts a lot of attention, especially from women, because they are presented
using appealing phrases. The slogan was taken via the official Wardah Instagram account
around 2018-2023. Then, identify and describe the language styles, word formation, and
meanings present in the visual advertising slogans of Wardah products on Instagram.

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RESEARCH METHOD
According to Moleong (2017) in qualitative research, research that aims to understand
the phenomenon of what is experienced by research subjects such as behavior, perception,
motivation, actions, and others holistically and descriptively in the form of words and language,
within a specific natural context by utilizing various natural methods.
The method used in this research is the observation and note-taking method. Sudaryanto
(2015) stated that the researcher is not involved in the communication process, so the technique
used is the non-participant observation method.
The data sources were collected from various sources; research journals, articles, books,
and theses, where the primary data source in this study is the slogans from Wardah product
advertisements on Instagram from 2018-2023. The researcher decided to collect written slogan
data that uses language style and word formation.

RESULT AND DISCUSSION

1. About Wardah
Wardah is a cosmetic (beauty) brand that has halal certification and is produced by PT.
Paragon Technology and Innovation. This brand has been established since 1995 under the
auspices of PT. PTI. Wardah itself always prioritizes high quality in each of its products. The
products released by this brand are diverse and not limited to cosmetics. In addition to
cosmetics, Wardah also releases products for facial and body care.
To be widely recognized by the public, Wardah promotes its concept in every product
advertisement through YouTube, Twitter, TikTok, Instagram, and television. Wardah's
Instagram with the username @wardahbeauty has reached 2.9 million followers. Posts on the
Wardah Instagram account vary and consist of creative images or videos. In her post, Wardah
included the writing of a slogan and a brief description of her product.
The writing of slogans and captions on Wardah's Instagram account presents creative
and engaging writing. There is a style of language used and the emergence of new words that
are created. That creative writing has become a hallmark of Wardah by incorporating a slogan.
The author realizes that the writing of this slogan and caption is interesting to research because
of its connection to linguistics, particularly in terms of language style and word formation
processes.

2. Data Analysis
From the various types of figurative language, the use of metaphor, hyperbole, and
personification was found.

Table 1. Language Style in Visual Advertising Slogans of Wardah Product

Language Style Amount
1. Personification 6
2. Metaphor 1
3. Hyperbole 3

Two word formation processes used in the slogan were also found, namely blending
and compounding.

Table 2. Words Formation in Visual Advertising Slogans of Wardah Product

Words Formation Process Amount
1. Blending 4
2. Compounding 1

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2.1 Language Style and Word Formation Process Used Simultaneously in the Slogan
of Wardah Product Advertisements
Data 1:
Your Perfect Scentsation
The slogan comes from a photo advertisement of the Eu De Toilette perfume product
from Wardah, posted on September 29, 2022. There are stylistic elements and word formation
processes used simultaneously.
In data 1, there is a word formation process of the blending type. The word "scentsation"
is a blend of two free morphemes, namely the morphemes "scent" and "sensation." Both
morphemes are free morphemes because they can stand alone as words. The blending process
involves retaining the morpheme "scent" and removing the first three letters from the
morpheme "sensation." The word "scentsation" is the result of the blending process of the two
morphemes. The two words are combined as if they form the word "sensation" in the slogan
"Your Perfect Scentsation."
In addition, there is an element of hyperbolic language. Hyperbolic language is a type
of figurative language that contains exaggerated or overstated statements. The slogan means
your perfect sensation, or it can also be interpreted as your perfect aroma. Based on the Oxford
Learners Dictionary, perfect means having everything that is necessary; complete and without
faults or weaknesses. The word "perfect" is an exaggerated expression because nothing in the
world is perfect. The phrase is used to deceive consumers into buying the advertised product.

2.2 Language Style in Visual Advertising Slogans of Wardah Product

Data 2:
Beauty Moves Youth
The slogan is from the cover of Wardah's Instagram reels posted on June 13, 2023.
Wardah promotes the Perfect Bright Super-Glow Berry Serum product. In data 2, there is an
element that uses the figure of speech known as personification. The personification language
style in the above slogan is used to depict a beauty that can move or change young people.
According to the Oxford Learners Dictionary, beauty means the quality of being pleasing to
the senses or to the mind and move means to change position or make someone or something
change position in a way that can be seen, heard, or felt. Beauty is a noun that refers to an
inanimate object, and the word move is a verb as if beauty were a living creature.
The personification style in the slogan gives life or change to society through the beauty
and elegance of using the Perfect Bright Super-Glow Berry Serum from Wardah. Logically,
beauty cannot be moved or moved anything. This variation in language style is employed by
advertisers to convey a sense of reality and motivation to the readers.
The meaning contained in the above slogan is denotative, according to the Oxford Learners
Dictionary, the word beauty means beauty or the quality of being pleasing to the senses or to
the mind, and move means to transfer; to move or to change position or make
somebody/something change position in a way that can be seen, heard, or felt. The above slogan
means that beauty can move or change someone by using the Lip Paint Colorfit product from
Wardah.

Data 3:
Fashion Meet Beauty Soiree!
The slogan is from a photo post of the Matte Lip Cream product collaboration by
Wardah with personal color Oya Miranti and Aleza Fashion Brand on Instagram, uploaded on
June 1, 2023. In data 3, there is an element that uses the style of personification. The
personification style in the above slogan is used to describe how a fashion meets a beauty
pageant. The word fashion is a noun that means mode or style. Based on the Oxford Learners

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Dictionary, fashion is a popular style of clothes, hair, etc. at a particular time or place; the state
of being popular. The word "meet" is a verb that means to meet, encounter, or come across.
Based on the Oxford Learners Dictionary, meet is to be in the same place as somebody by
chance and talk to them. The word fashion is a noun or an inanimate object, while the word
meet is a verb, or an activity performed by living beings.
The style of personification gives life or human-like treatment to the word fashion.
Logically, fashion or mode cannot move to meet or encounter. Advertisers do this to create a
strong and realistic impression for the readers.
The meaning of the slogan is denotative, according to the Oxford Learners Dictionary,
the word fashion means a popular style of clothes, hair, etc. at a particular time or place; the
state of being popular or mode. The word soiree means a formal party in the evening, especially
at somebody’s home. The slogan above means to describe when a fashion is combined with a
beautiful formal party.

Data 4:
Colors That Fly Us To Korea
The slogan is from a photo advertisement post of the Wardah Colorfit Ultralight Matte
Lipstick Korea Edition product uploaded on February 7, 2023. In data 4, there is an element
that uses the figure of speech personification. The personification style in the above slogan is
used to describe colors that can transport users of the Colorfit Ultralight Matte Lipstick Korea
Edition to Korea. The sentence "Colors That Fly Us To Korea" is an indication of the use of
the personification literary style. Based on the Oxford Learners Dictionary, colors mean colors
or the appearance that things have that results from the way in which they reflect light, and fly
means to move through air or space. Colors is a noun that refers to inanimate objects, while fly
is a verb, as if colors were living creatures.
The personification style in the slogan gives an impression that using the Colorfit
Ultralight Matte Lipstick Korea Edition can create a feeling of being in Korea. Logically, color
cannot be moved or move something. This variation in language style is employed by
advertisers to convey the impression of being in Korea to the users of the product.
The meaning contained in the above slogan is a connotative meaning. Based on the
Oxford Learners Dictionary, the word “colors” mean colors or the appearance that things have
that results from the way in which they reflect light, and “fly” means to move through air or
space. The word “colors” in the slogan refers to the various shades of matte lipstick from
Wardah. The word “Korea” refers to Wardah's new product that carries a Korean theme. The
slogan means that users can experience the Korean vibe by using the Colorfit Ultralight Matte
Lipstick Korea Edition from Wardah.

Data 5:
Eye Dare You
The slogan is from a photo post of the Brow Definer product advertisement by Wardah,
uploaded on February 19, 2022. In data 5, there is an element that uses the figure of speech
personification. The personification in the above slogan is used to invite or challenge the public
to use the Brow Definer product from Wardah. The phrase Eye Dare You is a sign of the use
of personification. Based on the Oxford Learners Dictionary, eye means either of the two
organs on the face that you see with or the organ of the body used for seeing; the sense of sight;
eye, and dare means to be brave enough to do something or to be brave. Eye is an inanimate
noun, and dare is a verb that makes it seem as if eye is a living creature. Eye is spoken of as if
it were a human capable of challenging or being brave.
The word "eye" has the same pronunciation as the vowel "I." Additionally, there is a
homophone for the word "eye." A homophone is two or more words that sound the same but

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have different spellings and meanings. "Eye" sounds the same and has a different meaning than
the word "I." The word "eye" means "mata" (eye) while "I" means "saya" (I) or the letter "I" in
the alphabet. The slogan above plays with words to create creativity as if the slogan sounds the
same as "I Dare You."
The meaning contained in the slogan is connotative. According to the Oxford Learners
Dictionary, the denotative meaning of the word "eye" is "either of the two organs on the face
that you see with." The connotative meaning of the word "eye" is the mascara or eyeliner
products from Wardah. This slogan aims to invite or challenge consumers to use Wardah's
mascara or eyeliner products.
.
Data 6:
Beauty Forward In Unity
The slogan is from a photo advertisement of Wardah products in collaboration with
Jakarta Fashion Week 2023, posted on November 1, 2022. Example data 6 contains elements
of personification. The personification style in the above slogan is used to inform the public
that beauty can be passed on through togetherness. Based on the Oxford Learners Dictionary,
beauty is kecantikan; keindahan or the quality of being pleasing to the senses or to the mind,
and forward is to send or pass goods or information to somebody. Beauty is a subject that is a
noun and forward is a verb. The word forward creates an activity performed by the subject,
making it seem as if the word beauty is a living being.
The meaning of the slogan above is denotative. According to the Oxford Learners
Dictionary, beauty is the quality of being pleasing to the senses or to the mind, and forward is
to send or pass goods or information to somebody. The word “unity” means unity or the state
of being in agreement and working together; the state of being joined together to form one unit.
The slogan aims to inform the community that there is beauty in unity.

Data 7:
Eyes are Full of Language
The slogan is from the caption of the Eyexpert mascara product advertisement by
Wardah, which was posted on October 27, 2022. In data 7, there is an element that uses
metaphorical language. The metaphorical language style in the above slogan is used to
analogize or equate the eye with language. The word "eyes" becomes component A (the one
being compared) while "full of language" is component B. (comparison). Based on the Oxford
Learners Dictionary, eye means either of the two organs on the face that you see with or mata.
Language means the system of communication in speech and writing that is used by people of
a particular country or area or bahasa. The slogan literally means "eyes full of language," but
the slogan is not consistent when viewed in terms of its meaning. Advertisers use the phrase
"full of language" to analogize the eye with language. The eyes can reflect human emotions so
that they can be understood just through eye contact.
The meaning contained in the slogan is a denotative meaning. According to the Oxford
Learners Dictionary, eyes means either of the two organs on the face that you see with.
Language means the system of communication in speech and writing that is used by people of
a particular country or area. The slogan aims to inform the public that the eyes are full of
language and eye movements can express a feeling.
.
Data 8:
A Tint A Day Keeps You Happy Everyday
The slogan is from the Instagram caption of the Everyday Cheek and Lip Tint product
by Wardah, posted on July 9, 2018. In data 8, there is an element that uses the figure of speech
known as personification. The personification in the above slogan is used to encourage the

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public to use Wardah's Liptint. The slogan "A Tint A Day Keep You Happy Everyday" is a
sign of the use of personification. Based on the Oxford Learners Dictionary, tint means a shade
or small amount of a particular colour; a small amount of colour covering a surface, and keep
means to continue to have something and not give it back or throw it away. Tint is an inanimate
noun, and keep is a verb that makes it seem as if tint is a living creature. Tint is portrayed as a
human capable of maintaining human happiness.
The meaning contained in the slogan is connotative. In denotative meaning according
to the Oxford Learners Dictionary, the word tint means color or a shade or small amount of a
particular color; a small amount of color covering a surface. The connotative meaning of the
word tint is the product Everyday Cheek and Lip Tint from Wardah. The slogan aims to inform
the public that by using Everyday Cheek and Lip Tint from Wardah, it can maintain the
happiness of its users.

Data 9:
One Shade is Never Enough
The slogan is from a photo post of the Exclusive Matte Lip Cream product
advertisement by Wardah, uploaded on February 18, 2020. In data 9, there is an element that
uses hyperbolic language. Hyperbolic language is a type of rhetorical style that contains
exaggerated statements by magnifying something. In that phrase, it means that one color of
Matte Lip Cream is never enough. In Middle English, the word enough means a sufficient
number, quantity, or amount; sufficiently for the purpose; have had enough. The phrase never
enough is an exaggeration because it is impossible to use all types of Exclusive Matte Lip
Cream products with different shades or colors.
The meaning contained in the slogan is a connotative meaning. In denotative meaning
according to the Oxford Learners Dictionary, the word shade means shadow or an area that is
dark and cool. The connotative meaning of the word shade is the color of Wardah's Matte Lip
Cream product. The slogan aims to inform the public that having just one color of Wardah's
Matte Lip Cream product is not enough.
.
Data 10:
Finest Scent in Every Drop
The slogan is from a photo of the Eu De Toilette product advertisement by Wardah,
posted on August 29, 2022. In data 10, there is an element that uses hyperbolic language. In
that phrase, it means the best aroma in every drop. Based on the Oxford Learners Dictionary,
finest is an adjective that means very good; of high quality; good, or in Indonesian. The word
finest is an exaggerated expression because there are still many better scents from other
perfume brands.
The meaning contained in the slogan is a connotative meaning. According to the Oxford
Learners Dictionary, the word drop means a droplet; a small amount of liquid that forms a
round shape; a small quantity of liquid. The connotative meaning of the word "drop" is the Eu
De Toilette product from Wardah. The slogan aims to inform the public that there is the best
fragrance in every drop of Wardah's Eau De Toilette product.

Data 11:
The Powerful Drop of Youthfulness
The slogan is from a photo advertisement of the Renew You Day Cream product by
Wardah, posted on June 29, 2022. In data 11, there is an element that indicates the use of
hyperbolic language. The slogan means strong drops of youthfulness. According to the Oxford
Learners Dictionary, powerful is an adjective that means being able to control and influence
people and events; having great power; very effective, or in Indonesian, it means kuat. The

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word powerful is an exaggerated expression because there is no drop that is strong enough or
effective enough to make one youthful.
The meaning contained in the slogan is a connotative meaning. According to the Oxford
Learners Dictionary, the word drop means a droplet; a small amount of liquid that forms a
round shape; a small quantity of liquid, and the word youthfulness means the quality of being
young; the fact of being young; the quality of looking or acting like somebody who is young
or younger than they actually are. The connotative meaning of the word "drop" refers to the
Renew You Day Cream product from Wardah, and "youthfulness" refers to the retinol content
that provides an anti-aging effect. The slogan aims to inform the public about the sophistication
of the retinol content in the Renew You Day Cream product from Wardah.

2.3 Words Formation in Visual Advertising Slogans of Wardah Product

Data 12:
No More Maskne
The slogan is from a photo advertisement post for the Acnederm facial care product
line by Wardah, uploaded on January 12, 2021. There is word formation of the blending type.
The word "maskne" consists of two free morphemes, namely "mask" and "acne." Both can be
considered free morphemes because they can stand alone as words. The blending process in
the formation of the word "maskne" occurs because the free morpheme "mask" is combined
with the free morpheme "acne." The term "maskne" has only emerged since Covid-19. Based
on the Oxford Learners Dictionary, acne means skin condition, common among young people,
that produces many pimples, especially on the face and neck. According to Merriam Webster,
the word maskne means a breakout of acne or a related skin condition that is caused by wearing
a face mask over an extended period of time. Maskne is a condition where acne develops due
to the use of masks in the areas of the face covered by the mask.

Data 13:
Colorink Your Day
The slogan is from a photo advertisement of the Lip Ink Serum Infused product by
Wardah, posted on March 27, 2022. There is a word formation of the compounding type in the
word colorink, which comes from color and ink. The word "colorink" is a combination of two
free morphemes, namely the morpheme "color" and the morpheme "ink." These two
morphemes can be considered free morphemes because they can stand alone as a word.
Compounding is a word formed from two or more units that are independent words.
Compounding contains at least two units that are words or root morphemes. Color means to
add color, and ink means ink, or a colored liquid used for writing, drawing, printing, or
duplicating. The words color and ink are combined as if they form the word coloring in the
slogan colorink your day.

Data 14:
Aloeveryday Solution
The slogan is from a photo advertisement of the Nature Daily Aloe Hydramild
Handwash product by Wardah, posted on December 19, 2020. There is word formation of the
blending type. The word aloeveryday consists of two free morphemes, namely aloe vera and
day. According to the Oxford Dictionary, aloe means a tropical plant with thick leaves that
have sharp tips and contain a lot of water, or a substance that comes from a type of aloe, used
in products such as skin creams. Both morphemes can be considered free morphemes because
they can stand alone as a word. The blending process is carried out by changing the final letter
of the morpheme aloe vera while retaining the morpheme day. The word aloeveryday is the
result of the blending process of these two morphemes.

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Data 15:
Berryliant
The slogan is from a photo of the collaboration between Wardah and English First,
which was posted on December 13, 2022. There is word formation of the blending type. The
word "berryliant" consists of two free morphemes, namely "berry" and "brilliant." Based on
the Oxford Learners Dictionary, berry means a small fruit that grows on a bush. There are
several types of berries, some of which can be eaten or small fruits that have many colors
depending on their type, and brilliant means extremely clever or impressive. Both morphemes
can be considered free morphemes because they can stand alone as a word. The blending
process involves changing the initial letter of the morpheme "brilliant" while retaining the
morpheme "berry." The word "berryliant" is the result of the blending process of these two
morphemes.
Based on the data analysis that has been conducted, out of 15 data points, 14 data points
used figurative language and five data points used word formation processes, namely six
instances of personification, one instance of metaphor, three instances of hyperbole. For the
word formation process, there are only four blendings and one compounding. Based on the
analyzed meanings, there are four denotative meanings and six connotative meanings. In this
analysis, there are four data points that do not use figurative language. Based on the analysis
that has been conducted, there is a correlation between language style and the word formation
process with the writing of slogans and captions in every Wardah product advertisement post.
This result shows that the slogan is not only meant to invite but can also be informative based
on the type of language style and its meaning.

CONCLUSION
Based on the analysis of data from the visual product advertisement slogans of Wardah
uploaded on the Wardah Instagram account from 2018 to 2023, it can be concluded that the
Wardah advertisement slogans contain linguistic styles and word formation processes within
them.
The slogan of Wardah's visual product advertisement uses figurative language and
repetition in conveying its message. Based on the analysis results, it can be concluded that out
of the eight types of figurative language styles, only four types of figurative language styles
are present. Among them are metaphors, simile, personification, and hyperbole. From the 15
data found, there are three utterances with hyperbolic figurative language, six utterances with
personification figurative language, and one utterance with metaphorical figurative language.
The slogan in the visual advertisement for Wardah products tends to use figurative language
such as personification and hyperbole. The types of language styles are used to attract public
attention, emphasize something being discussed, and also provide aesthetic value by creating
a rhythm in each word.
In the visual advertisement slogan of Wardah products, meaning is found based on the
presence or absence of value in a word. Based on the analysis results, 15 data points containing
meaning based on the presence or absence of value in a word were obtained, consisting of two
types: denotative and connotative. Out of the 15 data points found, there are four data points
containing denotative meaning and six data points containing connotative meaning.
In addition to the discovery of language style, the process of word formation in the
visual advertisement slogan of Wardah products was also found. Based on the analysis results,
four data on word formation processes have been obtained, consisting of two types, namely
blending and compounding. Out of the 15 data found, there are four data that fall under
blending and one data that falls under compounding. In addition, there is one piece of data that
uses both language style and word formation processes simultaneously.

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The process of word formation is a study of morphology that begins with understanding
the differences between base, stem, and root. From the 15 data analyzed, all the data are fully
formed words because they have undergone a series of processes until a word is finally formed.
This analysis shows that there is a relationship between the word formation process and
slogans. Slogans use words as a medium for communication. The formation of the words used
creates new words to attract public attention to the products advertised through the slogan. This
research only discusses the use of language style and word formation processes in slogans. This
research shows that advertisers pay attention to aesthetics by using language style and word
formation processes simultaneously, figurative language and word formation processes.
Besides inviting, the slogan in Wardah's advertisements is also informative about the advertised
product. The slogans displayed in every Wardah product advertisement have different
characteristics but share the same intent and purpose in slogan writing, which is to create a
positive and appealing effect so that the product is well-known by the public.

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