20 Vaičenonienė, 2006. In this study, researcher only finds 2 captions that use
homophony.
[18] We found your sole mate. Are you ready to go the distance?
Appendix B, 7.1, p. 75 [19] The world is our track with no boundaries or borders, no instructions
or restrictions, with our hearts and our soles. Appendix B, 7.2, p. 75 In this two findings, the researcher finds the shifting of the word ‘soul’ into ‘sole’,
that has the same sound, but different meaning. Homophony [18] should be
‘soul mate’, instead of ‘sole mate’. Soul mate
usually represents the closest relation to somebody, but, since shoes has no soul, then the advertiser use sole, which is a lower part of the shoes. In homophony [19],
the word ‘soul’ also changes into ‘sole’. People usually hear the phrase ‘our heart and our soul
’ as the representation of their tenacity about something. However, in this case, in order to relate it to the product, the advertiser changes it
into ‘our heart and our sole’. This figure gives a unique experience that gain a
lot of attention from the readers. Getting this kind of exposure, the readers possibly recall this kind of advertisement easily.
2.2.1.6. Wordplay
Researcher only finds five wordplays while analyzing the data. According to
Vaičenonienė 2006, wordplay intentionally composes and selects words that results on rhyming words in the sentence. Therefore, since it is rhyming, it also
categorized as repetition but only on the ending sound of words.
[20] Strike fast like hazardeden_10. Appendix B, 8.2, p. 75 [21] Sweeter than ever. Appendix B, 8.4, p. 76
[22]
Kiss ‘em or hug ‘em. What’s your first move? Appendix B, 8.5, p. 76
21
Wordplay [20] repeats the sound -
aɪk on the end of the word strike and like.
Then, wordplay [21] repeats the sound -
ə on the end of the word sweeter and ever
. In wordplay [22], it repeats the sound -em on the end of the phrase kiss ‘em and hug ‘em. The advertiser intentionally makes rhyme in these occurrence
by picking similar words that have similar ending sound. Rhyming the words, the advertisement draws attention from the readers.
Drawing readers’ attention, wordplay can persuade the reader to make purchase over their products.
2.2.1.7. Personification
Personification is a figure that give inhuman object the living ’s quality.
Therefore, it can ease the message, yet also gain the attention of the readers Vaičenonienė, 2006. In this study, the researcher finds 30 captions that are
modified with this figure.
[25] More than three decades of hoop tradition is interwoven through the strands of the icons new DNA.
Appendix B, 10.2, p. 82
[26] Now back with a perforated upper, the icon delivers breathable
comfort off the track. Appendix B, 10.27, p. 83 In this research, all the products are inhuman objects; therefore, the advertiser
deviates the quality of the product by giving human and livings quality. Personification [25] gives human quality to the product, by stating that they have
DNA. DNA is a chemical substance in living things which controls the structure and purpose of each cell, which also usually derives from one generation to the
next generation. Giving a human quality exposure to the object, the advertiser aims the enhancement in the quality of the product.
The other one is personification [26] that gives the breathing ability to the shoes. Meanwhile, shoes is inhuman object; therefore, they do not have ability for
