78 Corbett, 1990. There was only one advertisement headline which employed this
rhetorical device. The English advertisement was mentioned as follows. [87] She is a jeanious Denim Jeans, NOV14
Since the advertisement was from Denim Jeans, the advertiser deliberately added the syllable ious to the word jeans. The adding process aimed to show that
everyone who wears Denim Jeans is genius since the word jeanious and genius
are pronounced in the same way as ˈdʒiː.ni.əs.
B. Advertisement Headlines Using More Than One Rhetorical Device
As already explained in Chapter II, there are two groups of rhetorical devices, namely scheme and trope. Scheme deals with word arrangements or word
constructions, whereas trope focuses on deviation of word meanings Corbett; 1990, Leech; 1969. Specifically, there were 14 members of scheme found in
English advertisement headlines of ELLE magazines issued in 2014. Those members were free verbal repetition, alliteration, asyndeton, parallelism,
assonance, aphaeresis, rhyme, anaphora, prosthesis, polyptoton, epanalespsis, antisthecon, proparalepsis, and epenthesis. Moreover, there were 7 members of
trope found in the English advertisement headlines. Those members were metaphor, personification, hyperbole, periphrasis, rhetorical question, simile, and
oxymoron. Moreover, through this study, it was also found that a headline could
produce more than one rhetorical device using the same text. There were 35 advertisement headlines found in ELLE magazines which could produce more
than one rhetorical device. Those headlines are shown in Table 4.1 as follows.
79
Table 4.1 English Advertisement Headlines Using More Than One Rhetorical Device
NO. RHETORICAL
DEVICE HEADLINE TEXT
BRAND OR PRODUCT
1. Anaphora, alliteration,
asyndeton, parallelism Your life, your canvas. Make
your mark Samsung Galaxy
Note 10.1 2.
Alliteration, parallelism Unwind, Relax and Recharge
Espa-spa Reflextion
3. Alliteration, metaphor
LIFE AT a GLANCE with the GALAXY Gear
Samsung Galaxy Note 3 + Gear
4. Alliteration, anaphora,
periphrasis Maybe she‟s born with it.
Maybe it‟s Maybelline Maybelline
5. Anaphora, alliteration,
parallelism New Temples New Pilgrims
Camper 6.
Alliteration, parallelism BEST THEN. BETTER NOW Timberland
7. Alliteration, parallelism
Be free from unsightly unwanted hair
Depilux
tm
8. Alliteration, polyptoton
Whiter than white ELLE
style guide 9.
Alliteration, epanalipsis Ashes to ashes
ELLE basic style
10. Alliteration, antisthecon
BODY bee-autiful The body shop
Honeymania 11.
Parallelism, asyndeton Proven formulas,
BEAUTIFUL SKIN Oriflamme
12. Alliteration, metaphor
it‟s all ABOUT luxury LOOK Wardah 13.
Alliteration, asyndeton, parallelism
Perfect Matte Endless Moisture
L‟Oreal Color Riche Moist
Matte 14.
Alliteration, assonance Neutral Nuance
ELLE Beauty
Skincare 15.
Asyndeton, parallelism READY, SNAP, fun
Samsung NX 16.
Alliteration, asyndeton, anaphora
I selfie, I style Samsung NX
17. Rhyme, assonance
Revolutionary sanctuary IOMA Skincare
18. Parallelism, metaphor
Poems of Gems and Flowers Bulgari Jewel
19. Alliteration, epanalepsis
Curiouser AND curiouser LILY Style
20. Alliteration, assonance,
rhyme, parallelism, asyndeton
CLARITY CHARITY Versace Perfume
21. Rhyme, personification
Spring FLING Marc Jacobs
Collection 22.
Parallelism, asyndeton Effortless. Weightless. True to
Your Skin Bobbi Brown
Make Up 23.
Asyndeton, proparalepsis A, B, Chic Elle Accessories
Collection 24.
Parallelism, asyndeton Brilliant Design Hidden
Strength. Seiko Watch
25. Anaphora, alliteration,
asyndeton, parallelism Two flavors, two personalities
Magnum PinkBlack
