73 [78] Chromattitude Alexander Christie Passion Color Edition, MRCH14
Headline [78] added Chrom to the word attitude. The adding process aimed to construct the word Chromatic. However, the adding process did not
change the meaning of the word attitude itself. Since chromatic had a literal meaning as relating to colors, the word chromatic in the headline was used to
represent the new colorful product from Alexander Christie. Moreover, the word attitude
represented the state of having a new look. Therefore, it could be concluded that the advertiser wanted to say that New Chromatic Design of
Alexander Christie will give a new colorful look to all people who wear it.
15. Polyptoton
The next rhetorical device found in this research was polyptoton. Polyptoton is a repetition of a word derived from the same root. Moreover, the
words being repeated in polyptoton employ both grammatical inflections and derivations Corbett, 1990. Moreover, there was only one English advertisement
headline which used polyptoton and mentioned as below. [79] Whiter than white ELLE Style Guide, MRCH14
Headline [79] had employed polyptoton in the word white as the derivational word. The word white was repeated as whiter in order to show a
comparison. The word white in headline [79] represented white as a color that people already know. Meanwhile, the word whiter indicated very strong color of
white. Therefore, headline [79] tried to reveal that ELLE style guide invites people to have new-variant look of white luxurious outfits.
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16. Epanalepsis
Epanalepsis is repeating an initial word or words of a sentence or clause at the end of a same sentence or clause. The purpose of using this rhetorical device is
to draw people‟s attention by emphasizing a certain idea Corbett, 1990.
Furthermore, there were only two advertisements that used this rhetorical device in ELLE magazines issued in 2014.
[80] ASHES to ASHES ELLE Basic Style, MRCH14 [81] Curiouser AND curiouser LILY Basic Style, JUNE14
Headline [80] repeated the word ashes. Ashes represented the color of grey since the color of ashes was grey as well. Moreover, grey represented the color of
ELLE Basic Style as shown in the visual images which captured a woman wearing
grey dress. Therefore, through the headline, the advertiser might want to say that ELLE basic style invites people to have grey color in all their new outfit
collections. Further, headline [81] mentioned the word curiouser which came from
word curious as the root. The word curious showed a meaning of being interested in knowing something. Then, curiouser in headline [81] symbolized the bigger
willingness to know more about something. Therefore, through the headline, the
advertiser wanted to announce that LILY basic style makes people curious to know deeper about style.
17. Antisthecon
Antisthecon was the next rhetorical device found in English advertisement headlines in ELLE magazines. Corbett 1990 says this device changes the sound
of a word but the changing does not change the meaning of the word itself.
