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4.1.2 Irony
There is no case of irony in the Reader Digest Magazine’s Advertisements. The advertisers didn’t make it, because Irony is facetious, sarcastical way of speaking. According to
advertisers irony is incompatible in advertisements. Advertisers want their advertisement become interesting to the consumers with using figurative meanings.
4.1.3 Simile
1 The best Stuff in the Joint. Like calcium Supplements can help your bones, Osteo Bi-
Flex can help your joints. Reader Digest, February 2013. The advertisement above uses ‘Simile’. It is shown with the second sentence, ‘like
calcium supplements can help your bones, osteo Bi-Flex can help your joints. The advertiser compare the phrase ‘calcium supplements’ and ‘osteo Bi-Flex’ with using
conjunction ‘like’, because simile is expressed by a direct comparison between two things, which have one or more points in common and be recognized by the use of the
word ‘like and as’. The advertisers use these sentences only to make this advertisement interested to be read.
4.1.4 Litotes
There is no case of litotes found in the Reader Digest Magazine’s Advertisements. Litotes is a form of understatement, always deliberate and with the intention of subtle emphasis. The
advertisers don’t want their advertisements use this form, because in writing the advertisements the advertisers have to make the positive meaning of their advertisements to
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make their product interesting, not negative meaning like in this form. Because in litotes consists of negative expression to express the meaning or has opposite meaning.
4.1.5 Hyperbole
1 See yourself in Paradise. Enter the sight of the Day. Photo contest for your chance to
win the Ultimate Sightseeing Dream Vacation. Reader Digest July-August 2012. Figurative meaning used in this advertisement above is ‘hyperbole’. Shown with the
first sentence “See yourself in paradise”. This sentence consists of exaggeration. When we read the advertisement, the advertisers exaggerate something from their
product. Actually the product is photo contest. The advertiser want to emphasize that the photo contest can bring us to heaven and it is impossible for us to see our self in
heaven just because of the photo contest.
2 Here’s a sweet solution. Enjoy the luscious fruit flavor of Smucker’s Sugar Free
Preserves, sweetened with Splenda. Reader Digest July-August 2012. The advertisement above consists of ‘Hyperbole’. We can see it in the first sentence
Here’s a sweet solution. We know that sweet is something nice or something that can be eaten by human being. But in this advertisement, they said that the solution is
something sweet. For sure the solution is something make changes to others and make the people can find the easy way out for their problem.
3 New to diabetes? CONTOUR is the right choice. Bayer’s contour meter is easy to
learn and use, so you can test with confidence. Reader Digest, July-August 2012.
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When we read the advertisement above, we know that this advertisement uses figurative meaning. This advertisement wants to show us that Contour is the one
product to know your diabetes and seems like the other product is a wrong choice. We can see the sentence” The right choice” use the ‘hyperbole’. Contour is just the
product to measure our diabetes. The advertisers exaggerate the product and they want to make us believe that their product is much better than others.
4 The most complete mouthwash. Reader Digest July-August 2012
When we read this advertisement, we know that it uses figurative meaning. The advertisers use “hyperbole”. This advertisement above consist of exaggerate. The
phrase ‘The most complete mouthwash’ is too exaggerate. Literally most complete means that it can wash all inside the mouth and make it clean. In fact Listerine total
care just a mouthwash for people. But the advertisers make this advertisement more interesting and it will get the attention from the consumer.
5 The Potty. Somehow, we all learned how to use it. The first time was terrifying. The
second time was gratifying and every time since has been child’s play. For all the times we’ve been there. Clorox has been trusted to keep it clean and to kill germs
since 191. Reader Digest July-August 2012 The figurative meaning used in this advertisement is “hyperbole”. It is shown by the
sentence ‘For all times we’ve been there’. The advertisers exaggerate the fact too much. It’s impossible; the product can’t go to every time by “the potty”. Literally, the
potty is just the toilet wand. And to kill germs since 1913, it uses figurative language
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too. Literally kill means the things done by the people. The advertisers exaggerate this fact to persuade the consumers and get their attention.
6 Dare to go barefoot again. For clear, healthy-looking nails use NONYX NAIL GEL.
There should be more companies like you that guarantee such an amazing product. Reader Digest July-August 2012.
The advertisement above uses the figurative language. If we look at the advertisement above, it is clear that the advertisers use figurative meaning ‘hyperbole’. The
advertisers exaggerate the advertisement with the sentence ‘There should be more companies like you that guarantee such an amazing product. Actually the product is
nail gel. So the advertisers use this sentence to persuade consumers. The advertisers consider that their product is nicer than the other, and can make business more
interesting.
7 Tried and truly delicious. It’s amazing what soup can do. Reader Digest, February
2013. In this case, the advertisers exaggerate the fact in order to influence the consumer
about their qualities. The advertisement above is ‘hyperbole’. Figuratively the words of It’s amazing soup mean that the nice thing of the product. But, for some people
“SOUP” isn’t fine. This depends on the people who consume it.
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8 And now give your dishwasher the power of oxiclean. New oxiclean Dishwashing
Booster There’s nothing like it. Reader Digest October 2012 This advertisement uses figurative ‘hyperbole’ because advertising is very
exaggerating a product. It can be seen from the sentence theres nothing like us. The actual product is dishwasher. So advertisers only want to make their advertisements
so much nicer than the other and attract the attention of consumers.
9 My heart my energy my life. Live your life to the fullest with Qunol. Reader Digest,
February 2013. This advertisement uses ‘hyperbole’. The advertisers really want to show us how to
live our life with qunol. This advertisement is full of exaggeration because of the sentence live your life to the fullest. The real product is a vitamin. Our life is good not
just because of the vitamin but the effect of lifestyle is the key. How we maintain our heart, energy and life, it’s depends on us not on the vitamin itself.
10 TV that changed the world. Five iconic programs that made us quippy, safe, healthy,
and tuneful. Reader Digest, February 2013. This advertisement consists of ‘hyperbole’ because it can be seen from the word ‘Tv
that changed the world’. Literally, a television cannot change the world just because of other programs. The programs just want to entertain us and to make us happy but
not to change our world. The advertiser wants to catch our attention so we want to watch their programs.
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11 No Contract. No Risk. Great Value. Affordable cellular service including FREE
activation. Reader Digest July-August 2012. The advertisement above is categorized as a ‘hyperbole’ because it shows
exaggeration. We know it from the first sentence No contract. No Risk. Great Value. No Contract No Risk Great value means perfect situation for something. And it is
impossible the product if in this advertisement is a hand phone cannot get any broken for some parts. The advertisers want to make this advertisement more interested for
the consumer.
12 Try cooking rice in your campbell’s soup. A delicious meal for two minutes. Cmpbells
it’s an amazing what soup can do. Reader Digest October 2012 This sentence is categorized as ‘hyperbole’, because a soup just a soup cannot turn to
an amazing soup. We all know that a soup is just a simple food. And the sentence shows us ‘a delicious meal for two minutes. It is impossible to make a food take 2
minutes. It is not guaranteed that the product can do it. These advertisements want to make this product interesting. The advertisers exaggerate the fact to get their
attention.
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4.1.6 Metaphor
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