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Overstatement [29] appears in adjective form in the sentence. This overstatement
emphasizes the weight of product design using an exaggerated adjective, lightest.
Having a suffix –est, the word light possibly give a perception to readers that the
product is the most light among all similar products. The same case happens in overstatement [30]. In overstatement [30], the exaggeration appears in the form of
phrase.
The advertiser use phrase ‘lighter than ever’ to give the reader the
exaggerated quality perception about the product weight. Overemphasizing the word seems effective in Nike Sportswear account, since the figure is used many
times to engage the readers.
2.2.2. The Function of Rhetorical Figures in Advertisement
Relating to findings in the previous section, the researcher also notes the functions of using rhetorical figures. The researcher discusses the functions of
each figure, in order to provide a clear understanding of the readers. In general, these figures functions as a quality bias or derivation to deliberate the message
from one advertisement. However, there are some specific purposes from every figure that cause different effect for the readers of the ads.
2.2.2.1. To Intensify the Exposure
The figures of repetition has a function to intensify the advertisement by reoccurring some words, phrases, or sounds. Fahnestock 2011, figures of
repetition intensify words, in order to lead a greater memorability of the advertisements pp. 52-53. In synonymy, intensification can also recall the
selling power words advertisement by using word and its synonym as the exposure. Therefore, the readers will be more engaged with the message. As in
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one posting, the word ultra is repeated in the caption “Ultra light. Ultra Presto.”.
It is the repetition of the keyword from the caption. The word ultra is intensified.
Therefore, it creates a high emotional and expressive value in this discourse to engage the readers.
2.2.2.2. To Lead the Exposure to be More Memorable
Since memory for an advertisement is frequently very low after one exposure, advertisers often repeat the message to build a sufficiently elaborate
memory to facilitate retrieval Hawkins Mothersbaugh, 2013. One example is in the repetition on
caption “Sweeter than ever”. The reoccurrence of the vowel
-
ə in the word sweeter and ever create rhyme sound that possibly appeals the
readers. Moreover, this eases the readers to recall the message of the discourse.
Besides, figures of composition mostly puns, are memorable because they
are humorous and witty
Korčák, 2012. For instance, Nike Air Force 1 Ultra Flyknit
advertisement,
“Fly to Uptown”, is witty and it is only can be understood
for those who know about Air Force, since it twists its meaning. This advertisement also should be humorous for those understand about Air Force.
This figures give strong attraction to the readers. Korčák states that composition is
frequently used in commercial advertisement to attract the reader’s attention and
maintaining herhis interest and desire, which lead to higher memorability.
2.2.2.3. To Arouse Reader Interest by Involving the Reader in Completing
the Advertisement
The incomplete elements or missing elements in advertisement naturally engage the readers to complete the blanks. According Sigband and Bell 1986,
