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The taglines have contributed to the strength of a brand itself. This is indicated by the diversity of the construction of the formation of verbal phrases and noun phrase. The results of this study indicate that the use of the noun phrase, noun phrase and combination phrase. In terms of providing research data, the qualitative method is used with basic and advanced techniques. The result showed that from those data analyzed, there are three types of phrases noun phrase, verb phrase and combination of noun-verb phrases. This research put five data to be analyzed it consists of five different taglines taken from various tagline of fast-food restaurants. Linguistics stand as the medium to comprehend the function and the structure of phrases involved in tagline. The use of these lexicons is closely related to the geographical of Japan, which is a country of four seasons.Tagline is one of the essential elements in building perception consumers, and it is basically formed in short phrases that provide a description or information from a brand. Abiotic lexicon to show beauty of Japanese girls uses the lexicon of Mount Fuji and snow. The type of animal used as a comparison that shows Japanese beauty is karasu 'crow' while the plant used to show beauty in Japanese are shakuyaku (flower), yuri no hana (tulip). The biotic lexicon consists of animals and plants. The results showed that there are metaphors that use biotic and abiotic lexicon in Japanese to express the beauty of Japanese girls. The data are collected from digital sources. The purpose of this study is to identify the types of Japanese lexicon used in expressing beauty according to the Japanese people's perspective. The focuses of the problem are: 1) what is kind of lexicon beauty of Japanese girls, 2) what is the meaning of lexicon to express the beauty of Japanese girls. This research discusses about metaphors to express the beauty based on Japanese people perspective.
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Metaphor is one of figurative language to express something by comparing a subject with another subject. Metaphors can express the culture conditions or perspectives of speakers of a language. Languages ?in every country have many expressions called metaphors.
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