Nurwinda Agika S. Buane. 2023. NIM 321416065. Associative Meaning in Beauty Products Advertisement Slogan. Skripsi. English Language Education Study Programme, Faculty of Letter and Culture, Universitas Negeri Gorontalo. Advisor (1) Dr. Syarifuddin Ahmad, M.Pd (2) ) Dr. Rahman Taufiqrianto Dako, S.S, M.Hum. This study is conducted to analyze the meaning behind the slogan of an advertisement. Moreover, this study main focus is the Associative meaning that are found in Beauty products advertisement slogan. The data for this study are 8 beauty product advertisements slogan. Using qualitative method, the data were collected using documentation process, and were analyzed by using Geoffrey Leech (1981) theory on associative meaning which can be categorize into five types, such as connotative meaning, social meaning, affective meaning, reflected meaning and collocative meaning. As the result, there were three out of five types proposed by Leech (1981) appeared in the slogan, they were connotative meaning, affective meaning and reflected meaning. Meanwhile, two other types of Associative meaning that did not appear were social meaning and collocative meaning. Hence, it can be concluded that the language meaning in Beauty product advertisement slogan often associate with positive emotions, happiness, confidence, and often indirectly refer to the idea, concept and value of the brand itself. Keywords. Associative Meaning, Beauty Products Advertisement Slogan,