Gaining Attention Advertisement Headlines Using More Than One Rhetorical Device

86 [66] “A new attitude. So bold, so modern, so sensational”, this repetition aimed to smooth audiences‟ way to interpret the meaning. The word so put an emphasis on the great impact of using the product. Further, the embellishment of the word so gave “a pleasurable degree of arousal” Berlyne in McQuairre and Mick, 1996. This pleasurable degree of arousal could make the audiences believe in what Maybelline lipstick could do for their lips. Similarly, polyptoton and epanalepsis also contributed repetitions in headlines [79], [80], and [81]. The headlines used repetition in order to help the audience to understand the advertisement messages. However, those three headlines did not mention the product quality explicitly. The headlines gave the audiences a space to digest the advertisement message, for example, headline [79] which said ashes to ashes, the readers probably would not understand the meaning of the words directly, but they needed several times to repeat reading the advertisement to get the meaning. Moreover, the existence of visual image would also help the readers in understanding what the advertisement was trying to tell. However, McQuairre and Mick 1992 state that giving too much repetition in advertisements will reduce the persuasive impact of the sentences. Therefore, the repetitions should be given in an adequate number. Otherwise, the advertisements will create negative responses. Moreover, this negative response refers to the difficulty in processing the message from the advertisements.

4. Leading to Greater Memorability and Recall

The use of resonance in an advertisement will give “a higher level of recall and more positive attitudes”. Resonance refers to any rhetorical device that gives 87 more than one meaning of a word or words in a sentence, phrase, or clause McQuairre Mick, 1996. Moreover, pun and metaphor are types of rhetorical devices which are able to give more than one meaning of a word or words in a sentence, clause, or a phrase. Headline [37] gave the proof how metaphor successfully carried two meaning of the word jeanious in the advertisement written “She is a jeanious”. The word jeanious was associated with genius that represented great smartness. Thus, people might have an understanding that the product is the greatest choice to have. Additionally, the word jeanious itself represented the name of the product which was Denim Jeans. Likewise, alliteration, assonance, and rhyme are other rhetorical devices which have same ability as puns and metaphor which is to enhance recall in advertisements McQuairre Mick, 1996. This could be seen in headline [46] which was written Truly Asian Beauty. The readers got recall from the advertisement in two possible ways. The two possible ways were created by paying attention to the repetition of u: in words truly and beauty and paying attention to the similar ending sound of i in the words truly and beauty. Moreover, this kind of repetition was able to make the audience remember the advertisement words easily. Referring to Corbett 1990, rhetorical devices which focus on repetition such as alliteration, assonance, and rhyme will give the audience mnemonic device. This mnemonic device aims to give dramatic effects of the products and make the messages more memorable. Subsequently, it was not surprising that all ELLE magazines issued in 2014 was employing alliteration in the advertisement headlines. Moreover, the example of alliteration could be seen