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5. What I need is investment banking-redefined
Commerz Bank
The fifth bank advertisements is from Commerz Bank. This advertisements appeared on April 12, 2014 in The Economist magazine. There is no lexical
elements found in the advertisements. This advertising sentence is not included in any lexical elements; proper noun, repetition, synonymy, polysemy and
euphemism.
The figurative expression uses in this advertising sentence is synecdoche.
Synecdoche is a figure of speech concerned with parts and wholes McArthur, 1996:1014
. In this sentence “What I need is investment banking-redefined”, the
word “I” represent a part of a person or the readers who need the investment
banking which express in the sentence.
According to the meaning this sentence has denotative meaning because
the sentence in this advertising language is the real meaning according to dictionary. The word need means require something because it is essential or
very important rather than just desirable. Investment means the action or process of investing money for profit.
This advertising language included in complex sentence because the
sentence only have two clause. In this sentence there are two clauses. The first clause is “what I need”. In this sentence, the subject is “I” and the predicate is
“need”. The second clause is “what I need is investment banking”. In this sentence, the subject is “what I need” and the predicate is “invesment banking”.
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According to the types of sentence, this is a declarative sentence,
although this sentence begin with question word “what”. The word “what” in this sentence is not used as question word but as a statement.
The distinctive feature in this bank advertisement lies on the last word “redefined” in this sentence. The word “redefined” is a verb which means define
again or differently. The use of the word can attract the readers by making them the think about the purpose of the bank advertisement.
6. Where I come from is important, but where I am going matters more.
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