36 These mnemonic devices are used to dramatize product benefits and make them
memorable for the readers. Therefore, the use of theoretical devices really helps the target audience to memorize and recall the advertisement messages Corbett,
1990.
B. Theoretical Framework
This section summarizes and synthesizes all major relevant theories that help the researcher in conducting the research and answering the research
questions. Moreover, in analyzing the data and answering the research questions, the researcher uses some related theories as the groundwork. The main theories
used in this study are mostly related to advertisements and rhetorical devices. Many experts have described the definition of advertisement. Goddard
2002 states that an advertisement is a form of communication means addressed to group of people which goal is to persuade them. Further, an advertisement
consists of media message paid for and signed by a business firm or institution that wants to increase the selling power Weilbacher, 1984. Advertisements are
also described as non-personal communication media and usually persuasive in order to win converts product, service, or idea Arens, 2006. Since the main
purpose of advertisement is to persuade people and gain attention, this makes advertisers use many strategies. One of the strategies is by employing rhetorical
devices in the advertisements. This strategy is considered as the best way to make the readers pay attention to what the advertisers say Tom Eves, 1999.
37 Rhetorical devices are described as types of figurative language which use
words in a certain way to convey meaning and to persuade people. The use of these devices can evoke an emotion on a part of reader
s’ emotion Leech, 1969. Besides, the act of using rhetorical devices in an advertisement aims to make
something familiar become stranger in order to leave memorable note in readers’
mind McQuairre Mick, 1992. The use of these devices is deliberate in order to increase people
’s attention. By putting any rhetorical device in advertisements, people are expected to keep their eyes on the advertisements.
Specifically, Corbett 1990 and Leech 1969 have categorized rhetorical devices into two groups, namely scheme and trope. Each group has its types.
Scheme has 30 types and trope has 14 types, and the members of each group are explained in the Theoretical Description. By Reffering to Corbett 1999 and
Leech 1969 classifications, the researcher aims to find out types of rhetorical devices used in English advertisement headlines in ELLE magazine issued in
2014. Moreover, using rhetorical devices in advertisements has four major
purposes as they are all explained in Rhetorical Description. Referring to some experts such as Corbett 1990, Leigh 1994, McQuairrre and Mick 1992, and
Tom and Eves 1999, there are four reasons for using rhetorical devices in advertisements. The first reason is to give persuasive quality to the readers. The
second one is to gain the readers’ attention. The third reason is to ease message
process which means to help the readers interpret the advertisement words. The last reason for employing rhetorical devices in advertisements is to increase
