21
Wordplay [20] repeats the sound -
aɪk on the end of the word strike and like.
Then, wordplay [21] repeats the sound -
ə on the end of the word sweeter and ever
. In wordplay [22], it repeats the sound -em on the end of the phrase kiss ‘em and hug ‘em. The advertiser intentionally makes rhyme in these occurrence
by picking similar words that have similar ending sound. Rhyming the words, the advertisement draws attention from the readers.
Drawing readers’ attention, wordplay can persuade the reader to make purchase over their products.
2.2.1.7. Personification
Personification is a figure that give inhuman object the living ’s quality.
Therefore, it can ease the message, yet also gain the attention of the readers Vaičenonienė, 2006. In this study, the researcher finds 30 captions that are
modified with this figure.
[25] More than three decades of hoop tradition is interwoven through the strands of the icons new DNA.
Appendix B, 10.2, p. 82
[26] Now back with a perforated upper, the icon delivers breathable
comfort off the track. Appendix B, 10.27, p. 83 In this research, all the products are inhuman objects; therefore, the advertiser
deviates the quality of the product by giving human and livings quality. Personification [25] gives human quality to the product, by stating that they have
DNA. DNA is a chemical substance in living things which controls the structure and purpose of each cell, which also usually derives from one generation to the
next generation. Giving a human quality exposure to the object, the advertiser aims the enhancement in the quality of the product.
The other one is personification [26] that gives the breathing ability to the shoes. Meanwhile, shoes is inhuman object; therefore, they do not have ability for
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
