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omission figures make the readers to engage in such spontaneous closure suggests that highlighting the absence of an ad element will lead viewers to think of the
missing element themselves. In general, figures of omission function to arouse reader interest by involving the reader in completing the advertisement and these
figure also create the sense of informality. Figures of omission intentionally omit words and phrases in advertisement discourse Vaičenonienė, 2006. The
omission of words and phrases are exciting for some people. This attracts the addressee’s attention to the missing elements; arouses interest and emotions
Sengupta Gorn, 2002. Sengupta and Gorn explain that self-generation effect has direct implications for incomplete element omission in one advertisement.
2.2.2.4. To Create the Sense of Informality
The informality in communication to the consumers can create remarkably degree on interpersonal chemistry and warmth as the key of trust. It put the
readers at ease, since informality is the best exposure for persuasion Sigband Bell, 1986. Ellipsis, one of omission figures, can create the sense of informality
in advertisement. Some captions in Nike Sportswear Instagram postings are trying to engage the reader using ellipsis. Mostly in their postings, they use ellipsis
which refers to the omission of words or syllables readily implied by the context. For instance,
it’s that occurs in the caption fragment, “Its back and lighter than ever
”. Instead of using it is, the advertiser uses it’s, in order to sound informal to
the readers. Furthermore, figures of omission, as Hawkins and Mothersbaugh 2013 mention, requires the involvement of readers increases the recalling effects
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of an advertisement. Therefore, the advertisements that uses figures of omission are possibly remarkable for readers.
2.2.2.5. To Engage Reader’s Emotions and Creations
The dominant function of figures of composition is to engage the emotions and creations of an aesthetic feeling which contributes to memorability of the
advertisement message K oženiauskienė as cited in Vaičenonienė, 2006. The
example is polysemy on caption “Fly to Uptown” that promotes Nike Air Force 1 Ultra Flyknit
. The advertiser intentionally uses the caption, in order to
emphasize the dual meaning in the product name, Air Force and FlyKnit. It
possibly recalls experience of flying above the sky, which is comfortable for some people.
2.2.2.6. To Create Perception Bias
Figures of tropes function to colour the words to create perception bias by making the words more appealing. The advertisers mostly use tropes on the
semantic level of the advertisement exposure Leech, 1969. They can turns an ordinary word into an artful deviation that is strongly persuasive for readers. For
instance, the occurrence of overstatement in the caption: The Nike Air legend is reimagined in its lightest form with a dynamic
Flyknit upper for the first time ever.
The phrase “for the first time ever” is overstated in promoting the product. This overstatement gives a special exposure to the product which appears more
appealing, since t ropes functions to “color” the words to build biased perception
of one product. Maurin 2013 explains that tropes bias the exposure into plausible at the first time. They bias what people perceive about the qualities of
