[ ABSTRAK
Pada masa kini, manusia semakin menginginkan hal yang instan, mudah, dan praktis, termasukdalam hal makanan. Oleh karena itu, banyak bermunculan restoran cepat saji, salah satunya adalahrestoran asal Amerika, McDonald. Dalam memasarkan produknya, peranan iklan sangatlahpenting sehingga diperlukan pembuatan iklan yang kreatif dan atraktif, salah satunya denganmenggunakan gaya bahasa iklan. McDonald menggunakan beberapa alat retorik untuk menyokongiklan mereka. Penelitian ini bertujuan untuk membahasa bagaimana alat retorik tersebut digunakandalam 10 iklan McDonald berbahasa Jerman di tahun 2014 untuk menarik para konsume.Berdasarkan hasil penelitian, ditemukan alat retorik yang digunakan, yakni Positionsfiguren,Wiederholungsfiguren, Erweiterungsfiguren, Kürzungsfiguren, dan Appelfiguren. Penggunaan alatretorik tersebut membuat iklan McDonald lebih menarik namun tetap singkat dan padat.

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ABSTRACT In this era, people are getting more into instant and practical things, including food. And thus,

nowadays there are more and more restaurants that serve variety of fast foods, one of them is a

fast-food restaurant from The United States, McDonald. To spread the products widely, creating a

creative yet attractive advertisement plays an important role, such as using a language style in

commercial advertisement. McDonald use some of the rhetorical figures to support their

commercial. Thus, this study explain how those rhetorical figures are used in 10 McDonald􀂶􀁖􀀃

german advertisements in year 2014 to attract the consuments. Based on the result of the study, the

rhetorical figures that are found in the advertisements are Positionsfiguren, Wiederholungsfiguren,

Erweiterungsfiguren, Kürzungsfiguren, and Appelfiguren. The use of those rhetorical figures make

the advertisement of McDonald look more creative and attractive in brief and simple way., In this era, people are getting more into instant and practical things, including food. And thus,

nowadays there are more and more restaurants that serve variety of fast foods, one of them is a

fast-food restaurant from The United States, McDonald. To spread the products widely, creating a

creative yet attractive advertisement plays an important role, such as using a language style in

commercial advertisement. McDonald use some of the rhetorical figures to support their

commercial. Thus, this study explain how those rhetorical figures are used in 10 McDonald􀂶􀁖􀀃

german advertisements in year 2014 to attract the consuments. Based on the result of the study, the

rhetorical figures that are found in the advertisements are Positionsfiguren, Wiederholungsfiguren,

Erweiterungsfiguren, Kürzungsfiguren, and Appelfiguren. The use of those rhetorical figures make

the advertisement of McDonald look more creative and attractive in brief and simple way.]