headlines, the captions of cartoons, and the family or institutions motto. They are made catchy and funny.
In the Dyer‟s book Advertising as Communication 1982:152, figures of speech are generally classified in five major categories, those are:
2.5.1 Figures of Resemblance or Relationship
There are five figures of resemblance or relationship, they are:
1. Metaphor
Metaphor is a figure of speech in which a word or phrase literally denoting one kind of object or ideas is used in place of another to suggest a likeness or
analogy between them www.meriem-webster.com. It is an explicit comparison w
hich imaginatively identifies one thing with another. The word “metaphor” derives from Greek word “meta” means “over” and “pherein” means “to carry”,
which states an analogy, similarity and relation between two things. Holman in Cameron 2003:2 states that:
Metaphor is not just a surface ornamentation of language but a phenomenon of human thought processes, then metaphor in real
word language becomes an investigative focus. Understanding how metaphor used may help us understand better how people think,
how they make sense of the world and each other, and how they communicate.
The metaphor makes a qualitative leap from a reasonable, perhaps prosaic comparison, to an identification or fusion of two objects, to make one new entity
partaking of the characteristics of both. It compares two things without uses comparative words such as like, as, than, similar to or resembles.
Example:
Your diamond eyes amaze me.
In the sentence above, it can be seen that there is comparison between „eyes‟ and „diamond‟. The „eyes‟ which is compared is the ordinary human eyes;
and the „diamond‟ means the characteristic of eyes. That sentence has meaning
that someone eyes like a diamond.
2. Metonymy
Metonymy is figure of speech in which the name of an object or concept is replaced with a word closely related or suggested by the original, as crown for
king. Metonymy has the effect of creating concrete and vivid images in place of generalities, as in the substitution of a specific grave for the abstraction death.
Shaw 1972:238 stated that metonymy is standard journalistic and headline practice as in the use of city hall for municipal government, the White House for
the President of the United States, or Kremlin for the government of Soviet Nation.
3. Personification
