74
16. Epanalepsis
Epanalepsis is repeating an initial word or words of a sentence or clause at the end of a same sentence or clause. The purpose of using this rhetorical device is
to draw people‟s attention by emphasizing a certain idea Corbett, 1990.
Furthermore, there were only two advertisements that used this rhetorical device in ELLE magazines issued in 2014.
[80] ASHES to ASHES ELLE Basic Style, MRCH14 [81] Curiouser AND curiouser LILY Basic Style, JUNE14
Headline [80] repeated the word ashes. Ashes represented the color of grey since the color of ashes was grey as well. Moreover, grey represented the color of
ELLE Basic Style as shown in the visual images which captured a woman wearing
grey dress. Therefore, through the headline, the advertiser might want to say that ELLE basic style invites people to have grey color in all their new outfit
collections. Further, headline [81] mentioned the word curiouser which came from
word curious as the root. The word curious showed a meaning of being interested in knowing something. Then, curiouser in headline [81] symbolized the bigger
willingness to know more about something. Therefore, through the headline, the
advertiser wanted to announce that LILY basic style makes people curious to know deeper about style.
17. Antisthecon
Antisthecon was the next rhetorical device found in English advertisement headlines in ELLE magazines. Corbett 1990 says this device changes the sound
of a word but the changing does not change the meaning of the word itself.
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
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