76 which was cold. Therefore, headline [83] wanted to emphasize that Nail Polish
Great White can give a very cold sensation for the nails. Since headline [84] which was introducing a brand of shampoo, the
advertiser firstly wanted to make the audiences associate the word shampoo with hair
. By doing this, the audiences knew that hair was also involved in the advertisement. In this case, hair was resembled to the word snow which had a
bright look. Moreover, the brand was placed as the thing which made the hair have the quality of snow. To be more precise, headline [84] carried the meaning
of the advertisement as Sulwhasoo Shampoo makes the hair have a shiny look like snow.
19. Oxymoron
The next rhetorical device found in this study was oxymoron. Corbett 1990 and Leech 1969 note that this rhetorical device uses contradiction in a
manner that oddly makes sense. By combining contradictions, the write will be able to produce a startling effect. There was only one issued magazine which
employed this rhetorical device. The English advertisement headline was mentioned as follows.
[85] Dark Paradise ELLE Black Accessories, JULY14 Headline [85] put oxymoron in order to dramatize the product quality. As
people know, paradise is the place everybody wants to stay after the death. All religions describe paradise or heaven as the most wonderful and pleasing place
given to all the members who are loyal to God. Moreover, there is no darkness in
77 paradise, but excellence. However, headline [85] mentioned the word dark before
the word paradise. This completely showed the contradiction. Specifically, the word dark in headline [85] represented the word black
from ELLE Black Accessories. The word paradise represented how paradise looks like.
For that reason, the advertiser might want to state that ELLE black accessories give glorious and outstanding looks to all human beings who wear it.
20. Proparalepsis
Proparalepsis is a member of scheme which adds a syllable at the end of a word. However, the adding process does not change the meaning. Moreover, the
function of using propanalepsis is to create a rhyme or rhythm in a sentence Corbett, 1990. There was only one English advertisement headline which
employed this rhetorical device. The headline was found in July‟s issue and
mentioned as below. [86] A, B, Chic ELLE Accessories Collection, JULY14
Headline [86] put proparalepsis in the third letter of English alphabet, which was C. The placement of propanalepsisi was to bring the chic effect of
ELLE accessories. This headline mentioned the letter A, B, C exactly the same as
mentioned 1, 2, 3 that aimed to state readiness or command to do something or to see something. Therefore, headline [88] carried the meaning from the headline as
Be ready for new-chic accessories from ELLE
21. Epenthesis
Epenthesis is a process of adding syllable in the middle of a word. However, the adding process does not change the meaning of the word itself
