The Use of Hyperbole in Dove Shampoo Advertisement on Youtube

Abstract

This research uses qualitative descriptive analysis and Norman Fairclough's three-dimensional theory to explore the use of hyperbole in Dove Shampoo advertisements on YouTube. It identifies exaggerated claims like “profoundly repairs hair bonds” and “repairs up to 100% of hair damage,” which reveal how hyperbole serves as a marketing tool to craft persuasive and memorable messages. The study highlights the ethical considerations surrounding such advertising practices, urging consumers to be aware of overstated claims and calling on marketers to adopt more responsible messaging approaches. The research deepens the understanding of linguistic strategies in advertising, particularly the role of hyperbole as a rhetorical device to shape consumer perceptions. Examples from other studies, such as “Hyperbole in Television Advertisements" by (Maya et al., 2004), show that hyperbole can be categorized into visual and verbal forms. Additionally, the (Aljadaan, 2018) work, "Understanding Hyperbole," highlights how hyperbole differentiates literal from intended meanings more clearly than metaphors or irony. The findings underline these hyperboles' significance for consumers and marketers, advocating for more ethical and transparent communication in marketing practices.