An Analysis of Language Styles in Secondate's Instagram Captions
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Abstract
The primary objective of this study is to analyse the language patterns utilised in the captions of the Secondate Instagram account. The specific focus of this analysis is on the captions used to promote Secondate's Milky Gel Lip Tint throughout the period from November 30, 2020, to June 18, 2021. Guided by Keraf's (2006) typology of language styles based on word choice, this study discovered the deployment of all three classifications of language styles: conversational, informal, and formal. Additional findings suggest that multiple factors, including the intrinsic characteristics of Instagram as a platform, Secondate's target demographic, and its early stage as an emerging brand, could potentially influence the choice of language styles. Considering the limitation of the study, which just examines captions on Instagram from a specific cosmetic brand, it is recommended that future investigations broaden the area of analysis.
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