Arliza Aprilia Ningtyas, 2201417019 (2023) LANGUAGE FEATURES AND GENDER DIFFERENCES IN SELECTED INSTAGRAM ADVERTISEMENT. Under Graduates thesis, Universitas Negeri Semarang.

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Abstract

This study aimes to find out the language features and style with regards to gender differences. The data were obtained from Instagram advertisements and were analyzed by using qualitative method, especially thematic analysis consisting of identifying, analyzing, and reporting the themes or patterns contained in the data. The findings show that the language used by 30 selected Instagram advertisement has its own distinctive characteristics and features that were shown in their text. Thus each gender has distinguished characteristics of language shown despite the fact that they were advertising on their own personal account. The language features include color terms, offensive language, hedges, empty adjectives, intensifiers, slang, rapport and report talk, direct and indirect, opinions that quote others, and the use of a wide vocabulary. The differences of the use of language and images between men and women shows that the intent and purpose of the influencer, but viewers and followers get different perceptions and views.

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