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
78 Corbett, 1990. There was only one advertisement headline which employed this
rhetorical device. The English advertisement was mentioned as follows. [87] She is a jeanious Denim Jeans, NOV14
Since the advertisement was from Denim Jeans, the advertiser deliberately added the syllable ious to the word jeans. The adding process aimed to show that
everyone who wears Denim Jeans is genius since the word jeanious and genius
are pronounced in the same way as ˈdʒiː.ni.əs.
B. Advertisement Headlines Using More Than One Rhetorical Device
As already explained in Chapter II, there are two groups of rhetorical devices, namely scheme and trope. Scheme deals with word arrangements or word
constructions, whereas trope focuses on deviation of word meanings Corbett; 1990, Leech; 1969. Specifically, there were 14 members of scheme found in
English advertisement headlines of ELLE magazines issued in 2014. Those members were free verbal repetition, alliteration, asyndeton, parallelism,
assonance, aphaeresis, rhyme, anaphora, prosthesis, polyptoton, epanalespsis, antisthecon, proparalepsis, and epenthesis. Moreover, there were 7 members of
trope found in the English advertisement headlines. Those members were metaphor, personification, hyperbole, periphrasis, rhetorical question, simile, and
oxymoron. Moreover, through this study, it was also found that a headline could
produce more than one rhetorical device using the same text. There were 35 advertisement headlines found in ELLE magazines which could produce more
than one rhetorical device. Those headlines are shown in Table 4.1 as follows.
