Stylistic Analysis of Advertising Posts of Handbags in Instagram Captions

Abstract

This study aims to present a stylistic analysis of selected brands of handbags’ advertising posts through Short & Leech's (2013) Checklist of stylistic features in their book Style in Fiction. As a study concerned with the style of a text, the suitable research design is a qualitative design where the analyzed text is described in terms of the characteristics of stylistics found in the selected Instagram captions. A textual analysis approach to the qualitative research method adopted by this research. Letters, texts, and documents are included in the text. Text is observed as letters, texts, documents, etc. containing statistical data considered a resource for social science researchers. The researchers used the data selected through the advertising language that each company offered through the captions that contained at least one stylistic feature. A total of 25 captions from five accounts (@louisvuitton, @Prada, @katespadeny, @gucci, and @chanel) are analyzed. The data were collected from advertising posts of handbags in Instagram captions which were published. It is estimated that readers, especially academicians, are more relaxed when it comes to non-literary items in language use. This study, predictably, cultivates a reference for other academics who wish to observe linguistic style. As a result, students can carry out more stylistic research using a more complex dialogue that highlights a variety of topics.