75 Additionally, antisthecon aims to give a rhyme or rhythm in a sentence. There was
only one English advertisement headline which used antisthecon. The headline was mentioned as below.
[82] BODY bee-autiful The Body Shop Honeymania, MRCH14 Headline [82] wanted to say BODY beautiful. However, the headline
replaced the word beautiful with bee-autiful. This replacement changed the sound from
′
bju:
t
ɪ.fəl into
′
bi:
əutifəl, but the meaning stayed the same as very attractive
. The advertiser put the word bee since the advertisement was about body shop honeymania
. Specifically, bee represented the word honey from the
brand. Therefore, the existence of the word bee did not change the meaning of the headline as The Body Shop Honeymania makes people look very attractive and
interesting.
18. Simile
Corbett 1990 and Leech 1969 describe simile as a figurative language which gives an explicit comparison between two things of unlike nature that yet
have something in common. In simple words, simile is comparing one object to another. The English advertisement headlines which used simile were as follows.
[83] COLD as YOU Nail Polish Great White, MRCH14 [84] Bright as snow Sulwhasoo Shampoo in ELLE Beauty Focus,
APRL14 Headline [83] wanted to associate the word you with the word white.
Literally, the word white is described as the color of snow. Moreover, in this advertisement headline [83], the word white borrowed the quality of the snow
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
