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In contrast to simile, according to Fahnestock 2011, metaphor implicitly
compares one object to another object, but it still intends to strengthen emotional presentation of the object targeted. There are 86 captions found using this figure
to engage the readers.
[23] Modern track star. Appendix B, 9.3, p. 76 [24] The gold standard. Appendix B, 9.44, p. 79
In metaphor [23], the phrase modern track star can be interpreted that if
somebody uses the product, it will turn them into the fastest runner in the modern world. The advertiser represents one object using other objects. In this case, the
advertisement represents the person who uses the shoes using ‘track star’. It gives
a perspective that the one who use the shoes will be capable to run as fast as a track star. Metaphor [
24] is in caption ‘the gold standard’. This metaphor biases
the perception of the shoes quality. The advertiser compares the ability of anyone who uses the shoes with the first winners of the game. Therefore, the readers
possibly build an expectation of winning a competition by using the promoted product.
2.2.1.10. Overstatement
Overstatement is a rhetorical figure which is mostly expressed by
adjectival and adverbial modifications on words Fahnestock, 2011. The researcher finds 121 findings from the data. These occurrences appear in
excessive degree of wording that signals ironic intention. [29] The womens Air Force 1 Ultra Flyknit Low reimagines the hoop icon
in its lightest design for the modern day. Appendix B, 12.61, p. 86 [30] Its back and lighter than ever. Appendix B, 12.66, p. 86
24
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
