22
breathing. To breathe means to inhale and exhale the air to lungs. The advertiser gives this human ability to illustrate the air circulation that happens in the shoes.
This personification ease the message to the readers; therefore, they have a clear illustration of the product use.
2.2.1.8. Simile
There are six occurrences that the researcher finds in the Nike Sportswear. This figure compares one object to another object in explicit way, in order to
strengthen emotional presentation of the object targeted. It usually signals with the words like or as
Vaičenonienė, 2006; Fahnestock, 2011.
[27] superllalla sees Air Max kicks as classics that never age, just like an iconic hip-hop album
. Her students call her the Sneaker Teacher. Appendix B, 11.2, p. 83
[28] Strike fast like hazardeden_10. Appendix B, 11.3, p. 83 In simile [27], the advertiser compares the phrase classics that never age with
iconic hip-hop album . In this case, iconic means the very popular or famous.
Then, if a hip- hop album is iconic, it will always remain in people’s mind.
Therefore, phrase
‘classics that never age ’ can be described like the hip-hop
album that remain in people’s mind. Next, simile [28] compares the ability of ball striking of anyone who uses the shoes with striking ball ability of professional
football player. hazardeden_10 is the Instagram account of Eden Hazard, a professional football player. Simile gives the captions
‘colours’. Similar to metaphor, this simile biases the perception of the product quality by giving a
comparison.
2.2.1.9. Metaphor
23
In contrast to simile, according to Fahnestock 2011, metaphor implicitly
compares one object to another object, but it still intends to strengthen emotional presentation of the object targeted. There are 86 captions found using this figure
to engage the readers.
[23] Modern track star. Appendix B, 9.3, p. 76 [24] The gold standard. Appendix B, 9.44, p. 79
In metaphor [23], the phrase modern track star can be interpreted that if
somebody uses the product, it will turn them into the fastest runner in the modern world. The advertiser represents one object using other objects. In this case, the
advertisement represents the person who uses the shoes using ‘track star’. It gives
a perspective that the one who use the shoes will be capable to run as fast as a track star. Metaphor [
24] is in caption ‘the gold standard’. This metaphor biases
the perception of the shoes quality. The advertiser compares the ability of anyone who uses the shoes with the first winners of the game. Therefore, the readers
possibly build an expectation of winning a competition by using the promoted product.
2.2.1.10. Overstatement
Overstatement is a rhetorical figure which is mostly expressed by
adjectival and adverbial modifications on words Fahnestock, 2011. The researcher finds 121 findings from the data. These occurrences appear in
excessive degree of wording that signals ironic intention. [29] The womens Air Force 1 Ultra Flyknit Low reimagines the hoop icon
in its lightest design for the modern day. Appendix B, 12.61, p. 86 [30] Its back and lighter than ever. Appendix B, 12.66, p. 86
