E-Journal of English Language and Literature Volume 7 No 1 E-Journal of English Language & Literature ISSN 2302-3546 Published by English Language & Literature Study Program of FBS Universitas Negeri Padang available at http://ejournal.unp.ac.id/index.php/jell ©FBS Universitas Negeri Padang THE USE OF FIGURATIVE LANGUAGES FOUND IN PRODUCT ADVERTISEMENTS FOR DIFFERENT GENDERS Willia Defisyani 1 , Hamzah 2 , Fitrawati 3 English Department Faculty of Languages and Arts Universitas Negeri Padang email: williadefisyani8@gmail.com ABSTRACT Figurative language is the use of words that make a reader have to make a good interpretation not only by seeing what the words refer to or what it is said on the text, but also by interpreting it from the context. Because of that, it can create a misinterpretation. The researcher used a descriptive method because the data were taken from the advertisements as documentation method. The data were collected by downloading the data, reading them repeatedly, identifying the data that consist of the figure of speech and putting them on table provided. The data were also analyzed by tabulating the data, categorizing the figurative language into different forms, interpreting the meaning, classifying them into different types of figurative language, and analyzing them based on theory of semantics, and language and gender so that misinterpretation cannot create. The results in this research are 3 types of figurative language found in product advertisements for different genders such as personification, simile, and hyperbole, and some differences of language between both genders such as the choice were of word, the vocabulary and the most significat types of figurative language which used by them. Keywords : figurative language, advertisements, genders A. INTRODUCTION Figurative language can be found in written and spoken language. In written language, it can be found in the book, novel, short story and advertisement while in spoken language, it can be found in song, speech, and tv program. Because of that, Hamzah (2012:41) states that good language users are supposed to be able to express themselves both written and spoken language. Figurative language or figure of speech is not only used in literary works such as novel, poetry, short story, drama and poems, but it is also used in advertisements. One of linguistic devices that are used in advertising is the use of figurative language. Figurative language is commonly used in advertisement to make the product advertised to be more interesting. Suryasa (2016) states that the figurative languages are frequently used in promoting