Rhyme Rhetorical Devices in English Advertisement Headlines

69 [64] Your life, your canvas. Make your mark Samsung Galaxy Note 10.1, JAN14 [65] New Temples New Pilgrims Camper, FEB14 [66] A new Attitude. So bold, so modern, so sensational Maybelline Lipstick Collection, MAY14 [67] I selfie, I style Samsung NX, JUNE14 [68] Two flavors, two personalities Magnum Pink Black, AGST14 [69] The front tells the time. The back tells the story Swatch Watch, NOV14 [70] Bright day bright night PIXY, DEC14 The main purpose of employing anaphora is to lay emphasis on the idea the advertisers want to carry Corbett, 1990. Moreover, headline [64] wanted to emphasize that we are the doers who have the absolute choice to do whatever we want in this life . This was proven when headline [64] repeated the word your three times. The word your indicated the state of owning something and something in this headline was pictured in Samsung Galaxy Note. Therefore, people could interpret the headline as people could do anything they wanted in their life by using the gadget . The other headlines [65], [66], [67], [68], [69] and [70] had similar patterns to headline [64]. The difference was only the words being repeated in each headline. Headline [65] uttered new temples new pilgrims. The repetition of the word new aims to lay an emphasis on Camper new products. The readers might interpret the headline as Camper new collection will bring people to experience something new . Further, headline [66] said so bold, so modern, so sensational. The headline repeated the word so to indicate the strong effect of using Maybelline lipsticks . Moreover, headline [67] repeated the word I to emphasize that we are the one who makes change in our lives using Samsung NX. Headline [68] gave repetition to the word two in order to state the idea that Magnum Pink and Black 70 give different sensation for each flavor. Meanwhile, headline [69] said “The front tells the time. The back tells the story . ” The repetition of words the and tells gave the idea that each side of Swatch watch provides people with different satisfaction. Headline [70] said bright day bright night gave the repetition to the word bright in order to emphasize the effect of using PIXY products. Based on the word repeated, headline [70] could be interpreted as PIXY cosmetic is going to make all women have bright looks all the time .

12. Periphrasis

Periphrasis is defined as a substitution of a descriptive word or phrase for a proper name or of a proper name for a quality associated with the name Corbett, 1990. There were four editions of ELLE magazines issued in 2014 which used periphrasis in the English advertisement headlines. The followings are the headlines which used periphrasis. [71] HELP ME THANKS CERA Ceramidin, MRCH14 [72] She‟s in VAGUE Vague Eyewear, APRL14 [73] JUKE, definitely Nissan JUKE, MAY14 [74] Every day we wear KicKers KicKers Accessories and Apparel, DEC14 All those headlines mentioned the names of the products. In case [71], CERA represented the brand CERAmidin, which could overcome any skin irritation. The advertisement showed that CERA is the savior for those who have problems with their skin . This was strongly proven when the headline said HELP ME that indicated someone is having a problem with their skin, and then the next clause said THANKS CERA that indicated CERA has successfully helped the person . Then, headline [72] used the word she to symbolize all women and