RHETORICAL DEVICES IN BRANDING AND MARKETING: A STUDY OF BALI TOURISM ADVERTISEMENTS

Abstract

Rhetorical device plays a significant role in branding and marketing by enhancing communication, shaping brand identity, and evoking emotional responses from consumers. This study examines the strategic use of rhetorical device—including metaphors, similes, personification, and hyperbole—in Bali tourism advertisements to create compelling and persuasive destination branding. Through a qualitative analysis of selected advertisements, this research explores how figurative expressions construct Bali’s image as an exotic, cultural, and idyllic tourist destination, influencing travelers' perceptions and decision-making. Findings reveal that rhetorical device strengthens Bali’s brand identity by emphasizing natural beauty, cultural richness, and unique experiences, making the destination more appealing to global audiences. The study also highlights how linguistic creativity in advertisements contributes to emotional engagement, differentiates Bali from other travel destinations, and reinforces its position as a world-class tourist attraction. By analyzing the role of rhetorical device in tourism branding, this research provides valuable insights for marketers, tourism boards, and linguists in crafting more effective and culturally resonant promotional strategies.