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one posting, the word ultra is repeated in the caption “Ultra light. Ultra Presto.”.
It is the repetition of the keyword from the caption. The word ultra is intensified.
Therefore, it creates a high emotional and expressive value in this discourse to engage the readers.
2.2.2.2. To Lead the Exposure to be More Memorable
Since memory for an advertisement is frequently very low after one exposure, advertisers often repeat the message to build a sufficiently elaborate
memory to facilitate retrieval Hawkins Mothersbaugh, 2013. One example is in the repetition on
caption “Sweeter than ever”. The reoccurrence of the vowel
-
ə in the word sweeter and ever create rhyme sound that possibly appeals the
readers. Moreover, this eases the readers to recall the message of the discourse.
Besides, figures of composition mostly puns, are memorable because they
are humorous and witty
Korčák, 2012. For instance, Nike Air Force 1 Ultra Flyknit
advertisement,
“Fly to Uptown”, is witty and it is only can be understood
for those who know about Air Force, since it twists its meaning. This advertisement also should be humorous for those understand about Air Force.
This figures give strong attraction to the readers. Korčák states that composition is
frequently used in commercial advertisement to attract the reader’s attention and
maintaining herhis interest and desire, which lead to higher memorability.
2.2.2.3. To Arouse Reader Interest by Involving the Reader in Completing
the Advertisement
The incomplete elements or missing elements in advertisement naturally engage the readers to complete the blanks. According Sigband and Bell 1986,
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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
