Advertisement rhetorical figures in NIKE sportswear instagram captions

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ADVERTISEMENT RHETORICAL FIGURES

IN NIKE SPORTSWEAR INSTAGRAM CAPTIONS

A SARJANA PENDIDIKAN FINAL PAPER

TITLE PAGE

Presented as Partial Fulfilment of the Requirements

to Obtain the

Sarjana Pendidikan

Degree

in English Language Education

By

Bonaventura Brilliant Alfa Dinar

Student Number: 121214103

ENGLISH LANGUAGE EDUCATION STUDY PROGRAM

DEPARTMENT OF LANGUAGE AND ARTS EDUCATION

FACULTY OF TEACHERS TRAINING AND EDUCATION

SANATA DHARMA UNIVERSITY

YOGYAKARTA

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i

ADVERTISEMENT RHETORICAL FIGURES

IN NIKE SPORTSWEAR INSTAGRAM CAPTIONS

A SARJANA PENDIDIKAN FINAL PAPER

TITLE PAGE

Presented as Partial Fulfilment of the Requirements

to Obtain the

Sarjana Pendidikan

Degree

in English Language Education

By

Bonaventura Brilliant Alfa Dinar

Student Number: 121214103

ENGLISH LANGUAGE EDUCATION STUDY PROGRAM

DEPARTMENT OF LANGUAGE AND ARTS EDUCATION

FACULTY OF TEACHERS TRAINING AND EDUCATION

SANATA DHARMA UNIVERSITY

YOGYAKARTA

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vi

ABSTRACT

Dinar, Bonaventura Brilliant Alfa. (2017).

Advertisement Rhetorical Figures in

Nike Sportswear Instagram Captions.

Yogyakarta: English Language Education

Study Program, Faculty Teacher Training and Education, Sanata Dharma

University.

Nowadays advertising has been excessively developed; therefore, many

advertisers use digital advertisements, such as websites and social media. One of

social media that is getting the buzz is Instagram. Instagram is quite effective and

efficient to promote products, since it is able to be linked to other social media.

Nike

Sportswear is a successful sportswear brand in the world. It uses Instagram

to promote their products, such a running shoes or sneaker shoes that is popular

among people.

In promoting their products, Nike Sportswear uses many kinds of strategy.

From linguistic aspects, advertiser usually uses rhetorical figures that is strongly

persuasive for the readers. The researcher was interested in analyzing the

rhetorical figures that were used Nike Sportswear in Instagram. Besides, the

researcher was also interested to investigate the functions of those figures.

There were two formulated problems in this research. They were 1) Which

rhetorical figures are used in Nike Sportswear

’

Instagram captions? 2) What are

the functions of rhetorical figures in Nike Sportswear

’

Instagram captions?

This research was a qualitative research in which discourse analysis was

employed to analyze the data. The researcher analyzed Instagram

captions of

Nike

Sportswear as the primary data in this study. There were 280 captions that were

analyzed in study. These captions were the postings in 2016, thus the data were

considered up-to-date.

The researcher took 12 figures from

Vaičenonienė

research. In promoting

their products in Instagram, Nike Sportswear derives their captions with 10 of 12

rhetorical figures. The figures are repetition (of syllables, sounds, and keywords),

synonymy, ellipsis, polysemy, homophony, wordplay, metaphor, personification,

simile, and overstatement. Beside the rhetorical figures function to appeal the

readers, researcher found the function of each figure. Figures of repetition

function to intensify the exposure and lead the exposure to be more memorable.

Then, figures of omission which omits substances in the sentence has function to

excite reader interest by involving the reader in completing the advertisements

and these figure also create the sense of informality. Figures of composition are

used for engaging emotion and creation and making the advertisements

remarkable with humour and witty idea. The mostly used figures called tropes

function to colour the words to create perception bias by making the words more

appealing.

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vii

ABSTRAK

Dinar, Bonaventura Brilliant Alfa. (2017).

Advertisement Rhetorical Figures in

Nike Sportswear Instagram Captions.

Yogyakarta: English Language Education

Study Program, Faculty Teacher Training and Education, Sanata Dharma

University.

Saat ini, iklan sudah sangat berkembang, bahkan beberapa pengiklan

sudah mulai menggunakan iklan digital, seperti website dan media sosial. Salah

satu media sosial yang paling marak saat ini, bernama Instagram. Instagram

sangat efekif dan efisien dalam mempromosikan produk, karena media sosial ini

dapat dihubungkan dengan media sosial yang lain. Nike Sportswear adalah

sebuah merk penyedia alat olah raga terkenal di dunia. Instagram digunakan

untuk menjajakan produknya, seperti sepatu lari dan sepatu sneaker, yang sangat

digandrungi saat ini.

Dalam pengiklanan produknya, Nike Sportswear menggunakan beberapa

strategi di Instagram. Pada aspek linguistik, pengiklan biasanya menggunakan

figur retorikal yang sangat persuasif saat dibaca oleh para pembaca. Peniliti

tertarik untuk mengalisa figur retorikal yang digunakan oleh Nike Sportswear

dalam Instagram. Selain itu, peniliti juga tertarik dengan fungsi dari figur

retorikal yang mereka gunakan tersebut.

Ada dua masalah yang sudah diangkat pada penilitian ini. Antara lain

adalah 1) Figur retorikal manakah yang digunakan di caption

unggahan-unggahan Instagram milik Nike Sportswear? 2) Apa fungsi dari figur retorikal di

caption unggahan-unggahan Instagram milik Nike Sportswear?

Penilitian ini merupakan penilitian kualitatif yang menggunakan

discourse analysis untuk menganalisa data. Penilti menggunakan caption

unggahan-unggahan Instagram milik Nike Sportswear sebagai data utama. Ada

280 caption yang diteliti pada penilitian ini. Data yang diambil adalah

unggahan-ungahan pada tahun 2016, yang berarti data ini adalah data terkini.

Peniliti menggunakan 12 figur dari penilitian

Vaičenonienė.

Dalam

mempromosikan produknya di Instagram, Nike Sportswear memodifikasi caption

menggunakan 10 dari 12 figur retorik. Antara lain adalah repetition of syllables,

sounds, and keywords, synonymy, ellipsis, polysemy, homophony, wordplay,

metaphor, personification, simile, dan overstatement. Selain untuk menarik

perhatian, peniliti juga menemukan beberapa fungsi pada setiap figur. Figures of

repetition berfungsi untuk menekankan iklan dan membuatnya lebih mudah

diingat. Kemudian, figures of omission, yang dengan sengaja menghilangkan

beberapa unsur dalam kalimat, berfungsi untuk meningkatkan ketertarikan

dengan melibatkan pembaca dalam iklan dan juga memberikan kesan informal.

Figures of composition digunakan untuk melibatkan emosi dengan humor dan

pikiran jenaka. Lalu, figures of tropes digunakan untuk memberi warna pada kata

agar memberikan kesan menarik kepada pembaca.

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viii

ACKNOWLEDGEMENTS

First of all, I would like to express my deepest sense of gratitude to Jesus

Christ, The Almighty One, for blessing and guiding me to finish this writing. He

always strengthens and encourages me to finish this writing. My sincere thanks

are also dedicated to my beloved

parents and sister, who always supports me

both financially and emotionally. Also, I would like to thank my uncle,

F.X.

Sudadi, and his family who are keeping me while studying in Yogyakarta.

My special thanks go to my advisor,

Mr. Barli Bram, Ph.D., who is

patiently guiding me finishing my writing. He kindly encourages me to give my

best in writing this paper. Then, I would like to thank

all of English Language

Education Study Program staff and lecturers who give me memorable

experiences and thoughtful advices throughout my five-year study in Sanata

Dharma University. Therefore, I can be better a person for myself and my

surroundings.

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ix

TITLE PAGE ... i

APPROVAL PAGES ... ii

STATEMENT OF WORK’S ORIGINALITY

... iv

LEMBAR PERNYATAAN PERSETUJUAN

... v

ABSTRACT ... vi

ABSTRAK

... vii

ACKNOWLEDGEMENTS ... viii

TABLE OF CONTENTS ... ix

LIST OF TABLE ... x

LIST OF FIGURE ... xi

LIST OF APPENDICES ... xii

CHAPTER I

INTRODUCTION ... 1

1.1. Research Background ... 1

1.2. Methodology ... 4

CHAPTER II

DISCUSSION ... 7

2.1. Review of Related Theories ... 7

2.1.1. Advertisement in Social Media ... 7

2.1.2. Caption in Instagram ... 8

2.1.3. Rhetorical Figures in Advertisement ... 9

2.2. Discussion ... 15

2.2.1. Rhetorical Figures in Nike Sportswear Instagram Captions ... 15

2.2.2. The Function of Rhetorical Figures in Advertisement ... 24

CHAPTER III

CONCLUSIONS AND SUGGESTIONS ... 29

3.1. Conclusions ... 29

3.2. Suggestions ... 30

REFERENCES ... 32

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x

LIST OF TABLE

Table 1.1 Observation Table of Rhetorical Figures ... 6

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xi

LIST OF FIGURE

Figure 2.1 Example of Instagram Posting ... 9

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xii

LIST OF APPENDICES

Appendix A: Data Clarification ... 35

Appendix B: Data Analysis ... 67

Appendix C: Frequency ... 89

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1 CHAPTER I

INTRODUCTION

CHAPTER I

INTRODUCTION

This chapter consists of two sections, namely research background, and

methodology of the research. Research background is about the reason, rationale,

and the problems issued in this research. This section is also intended to state

significance of this study. Then, methodology of the research explains the

procedure which is conducted in this study, in order to solve problem issued.

1.1. Research Background

For many purposes in daily life, a writer or speaker chooses words,

syntactic expressions and figurative language (Fumokong, 2016, p. 117). One of

discourse types which people consume every day is advertisement. All kinds of

advertisement basically have the same purpose. Janoschka (2004) explains that

advertisement are intended to create a favorable image of the company or its

products, which should also have a positive effect on profit figures. To achieve

this goal, advertisement discourses try

to influence or change the audience’s

attitudes with attractive language (p. 18).

It is interesting to see the power of language in our social life through

advertisement. Making an advertisement is not easy, since the advertiser has to

think creatively and beautifully. Fumokong (2016) explains the advertisers

promote the product by using technique that is attractive and unusual, known as

rhetorical figures; he/she makes choices of language that is catchy, arousing desire,

inducing action and contributing towards satisfaction (p. 118). As a result,

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advertisement can persuade customers to make a purchase or change their

purchasing decisions.

Rhetorical figures in advertisement have an important role to persuade the

readers in many ways. Corbett (1990) and Leech (1969) categorize rhetorical

figures into two, which are called scheme and trope. Each of them have different

way in persuading the readers. For instance, tropes is a figure of speech with an

unexpected twist in the meaning of the words which creates deviation on the

semantic level of discourse (Leech, 1969). The deviation in trope allows it to

enhance the quality of one product by using decorative words. The example is the

use of simile figure in Nike commercial slogan

, “

heavy as a feather

”, which

the

advertiser gives the quality of light and comfortable to the product. This kind of

discourse emphasizes the perspective that the advertiser wants reader to

understand about the product.

The researcher is interested in studying one of the most popular electronic

media of advertising, namely social media. According to Tuten (2008), social

medium is a communication device which is able to build a social environment

that allows million people to gather and share without limitation of space and time

(p. 24). Besides, social media are also designed to help people and companies

establish a social presence and inform others about their products and services

(Kennedy, 2016). Therefore, many companies are using social media, since they

are more effective and efficient to reach the costumers.

The other reason the researcher chooses this topic is that the research

object is quite phenomenal among the people. Since the most popular and

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effective social medium for advertising today is Instagram

,

the researcher focuses

on this social medium. According to Kennedy (2016), Instagram is an online

mobile photo-sharing site that allows its users to share pictures and videos either

publicly or privately on the application. Instagram provides a visual discourse that

is attractive to the eyes of the users. Moreover, caption feature, a textual discourse

describing the photos or videos, can make the visual discourse more attractive. In

promoting products, caption can be a potential feature to communicate with

million users with a persuasive language that can urge the reader to make a

purchase over a product. Besides, the postings can be linked to other social media,

such as Facebook and Twitter. Therefore, the postings can engage more users of

social media automatically.

This research focuses on the sportswear product

,

since people nowadays

–

mostly youngsters

–

are interested in those products. In this recently years,

sportswear is on trend, such as sneaker shoes, running shoes, and training jacket.

In this study, researcher picks the famous sportswear company who use Instagram

as their advertising medium, Nike. Nike is an American multinational corporation

that is engaged in the design, development, manufacturing and worldwide

marketing and sales of footwear, apparel, equipment, accessories and services. As

shown in

Appendix A.1 (p. 35)

, Nike Sportswear account in Instagram has been

followed by more than 4.9 million of people and it becomes one of popular

Instagram accounts. Having many followers, Nike Sportswear

takes this chance to

uphold their products. Enhancing their caption using rhetorical figures is one of

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their strategies to promote their product. Therefore, Nike

can compete with other

companies in Instagram

Considering these explanations, the researcher formulated two research

questions in this study:

1. Which rhetorical figures are used in Nike Sportswear Instagram captions?

2. What are the functions of rhetorical figures in Nike Sportswear Instagram

captions?

Moreover, by conducting this study, the researcher expects that the result can be

beneficial for PBI Sanata Dharma University. Students, lecturers, or anyone are

able to explore their interest in learning linguistic discourses in advertisement.

Learning this rhetorical figures usage will make students understand more about

applied linguistics in advertising.

1.2. Methodology

This research employed qualitative research as the approach of this

research. Ary, et al. (2008) define qualitative research as a philosophical approach

that is concerning with social reality in the form of narrative report (p. 23).

Furthermore, they also explained that qualitative research has some characteristics:

(1) examines a phenomenon as it is, in rich detail, (2) flexible and evolves during

study, (3) inductive; may generate theory, (4) the researcher is primary data

collection tool, (5) uses small samples, and (7) uses narrative description and

interpretation (p. 25).

This research applied one method of qualitative inquiry, namely discourse

analysis method. Discourse analysis is a research method that considers how

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language, spoken or written, enact social and cultural perspectives and identities

(Gee, 2011, p. 1). This method can be applied to analyze the discourse in

advertising, political speech, journalistic texts, or many others. In language

research, it is mostly applied in linguistics. Gee (2011) defines discourse analysis

as a study of language-in-use on the society. It has many approaches, such as

contents of discourse, themes of discourse, or many other concerns (p. 8). Then, in

this pragmatic study, the concerns were the content and the function of discourse

in advertising context.

In this research, the data was in the form of written discourse. The data

dealt with the Instagram captions of Nike Sportswear, which mostly contained

advertisement discourses. The researcher gathered from the postings of

@nikesportswear (Nike Sportswear

’s

Instagram

account) on 2016 (280 captions).

The consideration was the study was conducted in 2017; therefore the data was

the current discourse of Nike Sportswear.

Consequently, the data of this research

was considered up-to-date and reliable. Moreover, it was also accessible to get the

data from their Instagram. The sample of the advertisement can be seen in

Appendix A.3 (p. 36).

Table 1.1 was used to analyze the rhetorical figures, which occurred in

@nikesportswear. There were 12 rhetorical figures used in this research. They are

repetition (of sounds, syllables, and keywords), enumeration, synonymy, ellipsis,

preterition, polysemy, homophony, wordplay, metaphor, personification, simile,

and overstatement. These figures were used in this research, since they were

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considered as the mostly used figures in advertising as stated by

Vaičenonienė

(2006) in her research. Then, the findings were validated by experts.

Table 1.1 Observation Table of Rhetorical Figures

No Rhetorical Figure Caption Reason 1 Repetition Of

Sounds, Syllables, And Keywords

(6) …the men’s Air Force 1 in the ‘Pivot Pack’ receives…. (7) … with a new midsole stripe and star branding in the 'Pivot' collection. (Nike Air Force 1) …

…

2 Enumeration … …

… … … …

After the data had been collected and analyzed, the researcher then looked

for the function of the rhetorical device occurrences, in order to answer the second

research question. Revealing the functions, the data were used to know the

reasons Nike Sportswear used rhetorical figures in their Instagram captions. Then,

the findings were reported in discussion section. Conclusions and suggestions are

also provided in

Chapter III

, in order to sum up the findings and explain the

benefits of this study for the readers.

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7 CHAPTER II

DISCUSSION

CHAPTER II

DISCUSSION

This chapter consists of review of related theories and discussion. Review

of related theories section presents supporting theories used in this study. Then,

the second section is discussion which presents the findings of the study.

2.1. Review of Related Theories

In this section, the researcher provides four major theories which are

related to the study: advertisement in social media, Instagram

,

rhetorical figures in

advertising, and discourse analysis. The correlation of the theories and the study is

also provided in order to make the reader draw a line between them easily.

2.1.1. Advertisement in Social Media

Keegan (2003) defines advertisement as a sponsored paid communication

placed in mass media (p. 135). Advertisement appears in many mass media, such

as television, magazine, poster, radio, and many more. According to Goddard

(2002), the purpose of advertising is not just about the commercial promotion of

branded products, but can also encompass the idea of texts that can enhance the

image of an individual, group or organization (p. 10). Goddard also mentions that

advertisement is also called as

‘attention

-

seeking devices’ (p.

11). People’s

interest is the main target of advertising; therefore, advertisers applies many

strategies, in order to get attention from people.

Since the technology has developed, advertisers use online-media to

promote their product, such as website, social media,

smartphone

apps, and many

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more. Social media are quite popular among people and companies. These media

are designed to help people and companies establish social presence and inform

others about their products and services (Kennedy, 2016). This social virtual

environment is preferable by most companies to promote their brand and products.

Tuten (2008) explains that there are three reason of using social media to

advertise products

: (1) the statics of consumers’ responses is measureable, (2)

consumers spend a lot of time in their social media, and (3) technology-driven of

social media supports the engagement opportunities between the advertisers and

consumers (pp. 10-11).

2.1.2. Caption in Instagram

Instagram is one most popular and effective social medium for advertising

today. It is an online mobile photo-sharing site that allows its users to share

pictures and videos either publicly or privately on the application (Kennedy,

2016). Instagram postings can be linked to other social media, such as

Facebook

and

Twitter

. Therefore, the users from other social media can see the postings that

have been posted in Instagram. In advertising, this eases the promotion process,

since the message can deliver effectively.

In every advertisement, there should be interaction between the costumer

and the advertiser, which is called discourse. Discourse is seen as a

communication that involves many elements interacted in coherence (Cook, 2001,

p. 5). In Instagram, caption is a text that aims to explain the photo or video posted

and engage the Instagram users from language aspect. Caption is a textual

discourse describing the photos or videos. Even though Instagram is an

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application that mostly uses image as their main discourse, caption can turn into a

potential discourse element to communicate with million users with a persuasive

language that can urge them to make a purchase over a product. Figure 2.1 shows

the example of posting in Instagram.

Figure 2.1 Example of Instagram Posting

2.1.3. Rhetorical Figures in Advertisement

Rhetorical figures in advertisement have been used by many advertiser,

since advertisements should be attractive and persuasive. According Mulholland

(1994), rhetorical figures have developed using sociological, psychological, and

language studies to enhance the rhetorical enterprise; the idea is creating an

atmosphere of good communication to inform the people about one product.

Therefore, advertiser use the artful deviation that is catchy, arousing desire,

inducing action and contributing towards satisfaction (Fumokong, 2016, p. 118).

There are two figure classifications in order to promote product using

rhetorical figures. Mulholland (1994) classifies the rhetorical figures into two

Photo/ Video/ Illustration

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main classifications; they are grammatical arrangements (called schemes), and the

selection of words and ideas (called tropes). Each classification has different

strategy that will be explained further as following.

2.1.3.1. Schemes

Mulholland (1994) and Corbett (1990) define schemes as figures of speech

that deals with deviation of word arrangements. They can be found in the syntax,

sound, and letter of words in advertisements. According to

Koženiauskienė

,

schemes can be divided into three figures, namely repetition, omission,

composition

(as citied in Vaičenonienė

, 2006).

2.1.3.1.1. Repetition

According to Vaičenonienė (2006)

, figures of repetition are defined as

figures that reoccur a substance in advertisement more than one more times.

Therefore, it creates a high emotional and expressive value. Fahnestock (2011)

explains that it happens because this figure intensify words, in order to lead a

greater memorability of advertisements (pp. 52-53). Having ability to intensify,

repetition on stimulus can increase reader’s attention to

one product.

Intensifications can recall the selling power words in advertisement. Since

memory for an advertisement is frequently very low after one exposure,

advertisers often repeat the message to build a sufficiently elaborate memory to

facilitate retrieval (Hawkins & Mothersbaugh, 2013). However, this

intensification is not always effective, since, according to Hawkins and

Mothersbaugh, the repetition can bore the readers in certain intensity of exposure.

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Vaičenonienė

divides repetition figures into three kinds of figure:

repetition of sounds, syllables and keywords; enumeration; and synonymy.

Repetition of sounds, syllables and keywords creates the aesthetic effect that

causes emotional appeals, and it can

‘hammer’ down the content.

Example [1]: Motoshine. Motorola. Intelligence everywhere. (repetition of sound

& syllable)

[2]: Maximum clean. Maximum control. Maximum

antidandruff-protection. (keyword)

Enumeration is a repetition by summarizing positive or negative values to create

the illusion of quality and superiority. Meanwhile, synonymy is a repetition of

positive or evaluative description to create the illusion of quality, superiority, and

prestige.

Example [3]: Dinner party. House party. Disco party. The Disaronno Sour adds

a new twist to being out or just being. (enumeration)

[4]: The 1st high-intensity permanent

_{colour with micro-minerals and}

ultimate-staying power

_{. 100%}

_intense

_{. 100%}

_long-lasting

_.

(synonymy)

2.1.3.1.2. Omission

Figures of omission are contrasted with figures of repetition as they avoid

ambiguity and aim at an intentional omission of words and phrases (

Vaičenonienė

,

2006). The omission of words and phrases are exciting for some people. This

attracts the addressee’s att

ention to the missing elements and arouses interest and

emotions (Sengupta & Gorn, 2002). They explains that self-generation effect has

direct implications for incomplete element omission in one advertisement. Further,

Hawkins and Mothersbaugh (2013), omission requires the involvement readers,

that increases recalling effects of advertisement.

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According to Goddard (as cited in Vaičenonienė, 2006),

there are two

kinds of figures of omission: ellipsis and preterition. Goddard explains that

ellipsis is the omission of a word or words readily implied by the context. He adds

that ellipsis can create the sense of informality in advertisements. According to

Sigband and Bell (1986), the informality in communication to the consumers can

create remarkably degree on interpersonal chemistry and warmth as the key of

trust. It puts the readers at ease, since informality is the best posture for persuasion.

Example [5]: Are you getting enough? It is im

portant to have enough calcium…

The second figure of omission is preterition, which is a figure that

involves incomplete sentences with endings marked by dots, in order to create an

intrigue and arouse imagination. The readers have to fill in the missing parts of

the sentence in order to find the meaning of the lexis

(Vaičenonienė, 2006).

According Sigband and Bell (1986), omission figures make the readers to engage

in such spontaneous closure suggests that highlighting the absence of an ad

element will lead viewers to think of the missing element themselves.

Example [6]:

Darwin may have the theory…But we’ve got the keys.

2.1.3.1.3. Composition

Koženiauskienė describes as

the figures that deal with specific

composition of words, phrases or sentences in the form of regrouping,

interchangeability or similar distribution in subsequent phrases (as cited in

Vaičenonienė, 2006).

The dominant function of figures of composition is to

engage the emotions and creations of an aesthetic feeling which contributes to

memorability of the advertisement message.

According to Korčák (2012),

figures

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of composition, mostly puns, are suitable for advertisements because they are

humorous, witty and also memorable. Moreover, these figures give a strong

attraction to the readers. Korčák states that

composition is frequently used in

commercial advertisemets to attract the re

ader’s attention and maintain

their

interest and desire.

Generally, there are two types of rhetorical figures of composition, namely,

puns and wordplay. Goddard

(in Vaičenonienė, 2006)

divides puns into two more

categories; they are polysemy and homophony. A comic play on words as a result

of a word having more than one meaning is polysemy. Then, homophony is

defined as two words with different meaning having the same sound. The last one

is wordplay, which is a composition that results on rhyming words. Thus, the

repetition of syllables or sounds can be categorized as wordplay, since they are

rhyming

Example [7]: Absolut Vodka. Absolut Attraction. (polysemy)

[8]:

It’s better to shower with this

mousse

… (e.g

. moose and mousse are

homophonous words) (homophony)

[9]:

I’d

murder a burger. Refreshingly honest

–

Diet 7up. (wordplay)

2.1.3.2. Tropes

According to Mulholland (1994) and Corbett (1990), tropes are defined as

figures of speech that are selective of words and ideas that cause unexpected twist

in the meaning. Advertisers mostly use tropes on the semantic level of the

advertisement exposure (Leech, 1969). They can turn an ordinary word into an

artful deviation that is strongly persuasive. Tropes function to color the words to

build biased perception of one product. Maurin (2013) explains that tropes bias

the exposure into plausible at the first time. They bias what people perceive about

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the qualities of the things, rather than the things themselves. Therefore, these

figures mostly use by the advertiser

to plant a ‘new’ perception without

noticed by

the readers.

Smetonienė

mentions four rhetorical figures which are mostly used by

advertiser; they are metaphor, personification, simile, and overstatement (as citied

in Vaičenonienė

, 2006).

Simile

is a comparison of one object to another object explicitly, in order

to strengthen emotional presentation of the targeted object. This object usually

signals with the words like or as. Contrary with simile, metaphor is an implicit

comparison that also intends to strengthen emotional presentation of the object

targeted (Vaičenonienė, 2006; Fahnestock, 2011).

Example [10]:

Who’s at the end of

your rainbow? (metaphor)

[11]: Your body is a temple. Treat it with reverence. (simile)

Similar to both two pervious figures, personification is also a comparison, but it

is between inhuman object and human. Personification gives inhuman object

human qualities which make it seems more attractive (Vaičenonienė, 2006).

Example [12]: Like the night holds the moon.

Overstatement is a figure which is mostly expressed by adjectival and adverbial

modifications on words. It appears in excessive degree of wording that signals

ironic intention (Fahnestock, 2011).

Example [13]: Watch out! My D-cup lashes are going to make waves.

(overstatement)

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2.2. Discussion

There are two research problems that have been formulated in the previous

chapter. This section presents the findings of the research, in order to answer the

research problems formulated.

2.2.1. Rhetorical Figures in Nike Sportswear Instagram Captions

Engaging more consumers, companies use discourses that can gain the

people

’s interest

. In

Instagram, there is one unexposed discourse which is

potential to engage the consumer, named caption. Captions are able to engage the

consumer with a textual discourse that contains rhetorical figures. The figures

derive the perception of quality that consumer perceive, thus they make a

purchase over the products.

In this study, the researcher analyze the captions that are used by Nike

Sportswear Instagram

account. There are 280 captions to be analyzed in the study.

Then after finishing analyzing these captions, the researcher finds 449

occurrences of rhetorical figures in

@

nike

sportswear

. 10 of 12 rhetorical figures

are used in their captions. They are repetition of syllables, sounds, and keywords,

synonymy, ellipsis, polysemy, homophony, wordplay, metaphor, personification,

simile, and overstatement. In addition, the researcher also finds that Nike

Sportswear uses mostly 3 or more postings to promote one product. Therefore, the

researcher considers these postings are interrelated, since they refer to one product.

In analyzing figures of repetition, the researcher also include the interrelated

postings.

(29)

The researcher elaborates the findings in Nike Sportswear Instagram

caption as following.

2.2.1.1. Repetition of Sounds, Syllables, And Keywords

Repetition of sounds, syllables, and keywords is the reoccurrence of

sounds, syllables, and keywords in order to create the aesthetic effect that causes

emotional appeals, and it can ‘hammer’ down the content (Vaičenonienė, 2006).

The advertiser uses this figure 34 times in their caption postings. In this data,

repetition of sounds, syllables, and keywords occurs in one posting and

interrelating posting.

[1] Remade with tumbled leather, the men's Air Force 1 adds a premium

touch in the new '

Pivot

Pack' with a midsole stripe.

[2] An icon since 1982, the men's Air Force 1 in the '

Pivot

Pack' receives

star treatment on the heel and tongue.

[3] The reimagined men's Air Force 1 celebrates the hardwood icon with

a new midsole stripe and star branding in the '

Pivot

' collection.

[4] The men's Air Force 1's signature

pivot

points preserve the sole of

Uptown.

(Appendix B, 1.17, p. 67)

[5]

All

aboard.

All

in SNKRS. (Appendix B, 1.3, pp. 67-68)

Caption [1], [2], [3], and [4] are

repeating the word ‘pivot’.

These captions

promote one product with repetition in inter-posting level.

The word ‘p

ivot

’

means a fixed point supporting something which turns or balances. The advertiser

wants to emphasize pivot as the selling point of the product. Caption [5] is the

repetition of the word ‘all’

. Comparing from the previous finding, the difference is

the repetition appears in one caption level.

Repeating the word ‘all’, the

advertisement seems appealing to be heard by readers. Meanwhile, at the same

(30)

2.2.1.2. Synonymy

The researcher finds 18 occurrences of synonymy from the data. Synonym

is a repetition of positive or evaluative description to create the illusion of quality,

superiority, and prestige (

Vaičenonienė, 2006)

. Similar to repetition of sounds,

syllables, and keywords, this figure also appears in one caption level and

inter-caption level.

[7] Be Warm.

Stay Dry

.

Get Traction

. Just because the weather goes

south doesn’t mean your sneaker game ha

s to. Nike SneakerBoots are

back this winter, remixing the latest icons, including the Lunar Force 1

Flyknit Workboot, with a

water-repelling

upper, warm lining and a

ground-gripping

outsole for the ultimate cold-weather protection.

(Appendix B, 3.4-3.6, p. 70)

[8] The men's Tennis Classic Ultra's leather upper is championed in a

golden

hue inspired by the winning prize. Available now at

nike.com/sportswear and Nike stores.

[9]

Gold

trophy winner.

[10] The men's Tennis Classic Ultra bears a

golden

pineapple logo on the

tongue that pays homage to London's premier grass tournament.

[11] Inspired by the epic wins that define the sport, the women's Tennis

Classic Ultra arrives in premium leather and a

gold-printed

swoosh.

Available now at Nike.com/sportswear and Nike stores.

(Appendix B, 3.17, p. 72)

In Synonymy [7], the advertisement uses phrase

‘

stay dry

’

and

‘

get

traction

’

as terms that define the product. Those two words restate in the

explanation afterwards

. ‘

Stay dray’

is restated by

‘

water-repelling

’

and

‘

get

traction’

is restated by ‘

ground-gripping

’

. Then, synonymy [8], [9], [10], and

[11] appear intentionally, in inter-posting level, because the advertiser wants to

brand the product with the word gold and golden. Basically, the words in these all

synonymies are similar in the meaning, but they sound & look different and looks

different. The word meaning repetition in different exposure is a unique feeling

(31)

for readers who perceive the advertisement. In addition, this synonymy also give

the recalling effect to readers, since it also intensify some words that make the

advertisement remarkable.

2.2.1.3. Ellipsis

The advertiser uses this figure in their 116 caption Instagram postings.

Ellipsis is defined as the omission of a word or words readily implied by the

context (

Vaičenonienė, 2006). This figure usually

is used to create the informal

atmosphere in the advertisement discourse.

[12]

Available now at

nike.com/sportswear and select retailers. (Appendix

B, 4.1, p. 72)

[13]

Inspired

by icons.

Ready

to take charge. (Appendix B, 4.29, p. 73)

[14] Kiss

‘em

or hug

‘em.

What’s

your first move? (Appendix B, 4.17, p.

73)

Ellipsis [12] and [13] are the same, since they omit the subject and the linking

verb. Ellipsis [12] should be

“T

his product is available

…” and

ellipsis [13]

should be

“

This product is inspired by icons.

This product is ready to take

charge”. Instead of saying the complete sentence, the advertisement omits the

phrase in order to sound informal and to the point. Meanwhile, in ellipsis [14], the

advertisement omits the correct form of word. The advertisement

should be “Kiss

them or hug them. What is your first move?

”

However, the advertisers turn the

discourse from of

‘them’

and

‘what is’

into

‘em

and

what’s,

which are less

formal, but more friendly for readers. These ellipsis occurs to excite the

readers’

curiosity and gain attention, since they naturally involve in advertisement by

guessing the missings.

(32)

2.2.1.4. Polysemy

Polysemy is a pun which is defined as a comic play on words as a result of

a word having more than one meaning (

Vaičenonienė, 2006). After analyzing the

data, the researcher finds 31 polysemy in

@

nike

sportswear

captions.

[15]

First class flight.

(

Nike

Air Force 1) (Appendix B, 6.1, p. 74)

[16] Turn up the

pressure

. (

Nike

Air Pressure) (Appendix B, 6.2, p. 74)

[17] Keep your

cool

. (Appendix B, 6.18, p. 75)

Polysemy [15] happens in Nike Air Force 1 product. In this case, the Air Force 1

has dual meaning as an airline and a Nike shoes product. Stating ‘

First Class

Flight’,

the advertiser alternate the meaning of Air Force 1 in this caption to

create a humor sense and recall the comfort of Air Force 1 airlines to represent the

shoes. Therefore, the readers may think that they will get the comfortability as

they are in Air Force 1 airline.

Polysemy [16] also uses the same strategy by giving a dual meaning in

their advertisement using the product name. However, in

Nike Air Pressure

advertisement, the advertiser put the word explicitly in the caption,

‘Turn up the

pressure

’.

In polysemy [17] is different with two previous polysemy occurances.

In this polysemy,

the advertiser uses the word ‘

cool

’

that have dual meaning.

‘

Cool

’

can be interpreted as fashionable and cold or fresh condition. Since the

readers have different purpose in selecting product, the advertiser wants to excite

their expectations by their self-interpreting about the advertisement message.

2.2.1.5. Homophony

Similar to polysemy, homophony is also a pun. The difference is

homophony happens in two words with different meaning having the same sound

(33)

(

Vaičenonienė, 2006).

In this study, researcher only finds 2 captions that use

homophony.

[18] We found your

sole mate

. Are you ready to go the distance?

(Appendix B, 7.1, p. 75)

[19] The world is our track with no boundaries or borders, no instructions

or restrictions, with our hearts and

our soles

. (Appendix B, 7.2, p. 75)

In this two findings, the researcher finds the shifting of the word ‘

soul

’

into

‘

sole

’

,

that has the same sound, but different meaning.

Homophony [18] should be

‘

soul mate

’, instead of ‘

sole mate

’. Soul mate

usually represents the closest relation to somebody, but, since shoes has no soul,

then the advertiser use sole, which is a lower part of the shoes. In homophony [19],

the word ‘

soul

’ also changes into ‘

sole

’. People usually hear the phrase ‘

our

heart and our soul

’ as

the representation of their tenacity about something.

However, in this case, in order to relate it to the product, the advertiser changes it

into ‘

our heart and our sole

’. This figure gives a unique experience

that gain a

lot of attention from the readers. Getting this kind of exposure, the readers

possibly recall this kind of advertisement easily.

2.2.1.6. Wordplay

Researcher only finds five wordplays while analyzing the data. According

to

Vaičenonienė (2006)

, wordplay intentionally composes and selects words that

results on rhyming words in the sentence. Therefore, since it is rhyming, it also

categorized as repetition but only on the ending sound of words.

[20]

Strike

fast

like

@hazardeden_10. (Appendix B, 8.2, p. 75)

[21]

Sweeter

than

ever.

(Appendix B, 8.4, p. 76)

(34)

Wordplay [20] repeats the sound /-

aɪk

/ on the end of the word

strike and

like.

Then, wordplay [21] repeats the sound /-

ə

/ on the end of the word

sweeter and

ever. In wordplay [22], it repeats the sound /-em/ on the end of the phrase

kiss

‘em

and

hug ‘em

. The advertiser intentionally makes rhyme in these occurrence

by picking similar words that have similar ending sound. Rhyming the words, the

advertisement draws attention from the readers.

Drawing readers’ attention,

wordplay can persuade the reader to make purchase over their products.

2.2.1.7. Personification

Personification is a figure that give inhuman object the living

’s

quality.

Therefore, it can ease the message, yet also gain the attention of the readers

(Vaičenonienė, 2006). In this study, the researcher finds

30 captions that are

modified with this figure.

[25] More than three decades of hoop tradition is interwoven through

the

strands of the icon's new DNA.

(Appendix B, 10.2, p. 82)

[26] Now back with a perforated upper, the icon delivers

breathable

comfort off the track. (Appendix B, 10.27, p. 83)

In this research, all the products are inhuman objects; therefore, the advertiser

deviates the quality of the product by giving human and livings quality.

Personification [25] gives human quality to the product, by stating that they have

DNA. DNA is a chemical substance in living things which controls the structure

and purpose of each cell, which also usually derives from one generation to the

next generation. Giving a human quality exposure to the object, the advertiser

aims the enhancement in the quality of the product.

The other one is personification [26] that gives the breathing ability to the

shoes. Meanwhile, shoes is inhuman object; therefore, they do not have ability for

(35)

breathing. To breathe means to inhale and exhale the air to lungs. The advertiser

gives this human ability to illustrate the air circulation that happens in the shoes.

This personification ease the message to the readers; therefore, they have a clear

illustration of the product use.

2.2.1.8. Simile

There are six occurrences that the researcher finds in the Nike Sportswear.

This figure compares one object to another object in explicit way, in order to

strengthen emotional presentation of the object targeted. It usually signals with the

words like or as

(Vaičenonienė, 2006

; Fahnestock, 2011).

[27] @superllalla sees Air Max kicks as classics that never age, just

like

an iconic hip-hop album

. Her students call her the Sneaker Teacher.

(Appendix B, 11.2, p. 83)

[28] Strike fast

like @hazardeden_10.

(Appendix B, 11.3, p. 83)

In simile [27], the advertiser compares the phrase

classics that never age with

iconic hip-hop album. In this case, iconic means the very popular or famous.

Then, if a hip-

hop album is iconic, it will always remain in people’s mind.

Therefore, phrase

‘

classics that never age

’

can be described like the hip-hop

album that remain in people’s mind. Next, s

imile [28] compares the ability of ball

striking of anyone who uses the shoes with striking ball ability of professional

football player. @hazardeden_10 is the Instagram account of Eden Hazard, a

professional football player. Simile gives the captions

‘colours’

. Similar to

metaphor, this simile biases the perception of the product quality by giving a

comparison.

(36)

In contrast to simile, according to Fahnestock (2011), metaphor implicitly

compares one object to another object, but it still intends to strengthen emotional

presentation of the object targeted. There are 86 captions found using this figure

to engage the readers.

[23]

Modern track star.

(Appendix B, 9.3, p. 76)

[24]

The gold standard.

(Appendix B, 9.44, p. 79)

In metaphor [23], the phrase

modern track star can be interpreted that if

somebody uses the product, it will turn them into the fastest runner in the modern

world. The advertiser represents one object using other objects. In this case, the

advertisement represents the person who uses the shoes using

‘

track star

’

. It gives

a perspective that the one who use the shoes will be capable to run as fast as a

track star. Metaphor [

24] is in caption ‘

the gold standard

’. This metaphor biases

the perception of the shoes quality. The advertiser compares the ability of anyone

who uses the shoes with the first winners of the game. Therefore, the readers

possibly build an expectation of winning a competition by using the promoted

product.

2.2.1.10. Overstatement

Overstatement is a rhetorical figure which is mostly expressed by

adjectival and adverbial modifications on words (Fahnestock, 2011). The

researcher finds 121 findings from the data. These occurrences appear in

excessive degree of wording that signals ironic intention.

[29] The women's Air Force 1 Ultra Flyknit Low reimagines the hoop icon

in its

lightest

design for the modern day. (Appendix B, 12.61, p. 86)

[30] It's back and

lighter than ever.

(Appendix B, 12.66, p. 86)

(37)

Overstatement [29] appears in adjective form in the sentence. This overstatement

emphasizes the weight of product design using an exaggerated adjective, lightest.

Having a suffix

–

est, the word light possibly give a perception to readers that the

product is the most light among all similar products. The same case happens in

overstatement [30]. In overstatement [30], the exaggeration appears in the form of

phrase.

The advertiser use phrase ‘

lighter than ever

’ to

give the reader the

exaggerated quality perception about the product weight. Overemphasizing the

word seems effective in Nike Sportswear account, since the figure is used many

times to engage the readers.

2.2.2. The Function of Rhetorical Figures in Advertisement

Relating to findings in the previous section, the researcher also notes the

functions of using rhetorical figures. The researcher discusses the functions of

each figure, in order to provide a clear understanding of the readers. In general,

these figures functions as a quality bias or derivation to deliberate the message

from one advertisement. However, there are some specific purposes from every

figure that cause different effect for the readers of the ads.

2.2.2.1. To Intensify the Exposure

The figures of repetition has a function to intensify the advertisement by

reoccurring some words, phrases, or sounds. Fahnestock (2011), figures of

repetition intensify words, in order to lead a greater memorability of the

advertisements (pp. 52-53). In synonymy, intensification can also recall the

selling power words advertisement by using word and its synonym as the

exposure. Therefore, the readers will be more engaged with the message. As in

(38)

one posting, the word ultra is repeated in the caption

“Ultra light. Ultra Presto.”

.

It is the repetition of the keyword from the caption. The word ultra is intensified.

Therefore, it creates a high emotional and expressive value in this discourse to

engage the readers.

2.2.2.2. To Lead the Exposure to be More Memorable

Since memory for an advertisement is frequently very low after one

exposure, advertisers often repeat the message to build a sufficiently elaborate

memory to facilitate retrieval (Hawkins & Mothersbaugh, 2013). One example is

in the repetition on

caption “

Sweeter than ever

”.

The reoccurrence of the vowel

/-

ə

/ in the word

sweeter and

ever create rhyme sound that possibly appeals the

readers. Moreover, this eases the readers to recall the message of the discourse.

Besides, figures of composition mostly puns, are memorable because they

are humorous and witty

(Korčák,

2012). For instance,

Nike Air Force 1 Ultra

Flyknit advertisement,

“

Fly to Uptown

”

, is witty and it is only can be understood

for those who know about Air Force, since it twists its meaning. This

advertisement also should be humorous for those understand about Air Force.

This

figures give strong attraction to the readers. Korčák states that composition is

frequently used in commercial advertisement

to attract the reader’s attention and

maintaining her/his interest and desire, which lead to higher memorability.

2.2.2.3. To Arouse Reader Interest by Involving the Reader in Completing

the Advertisement

The incomplete elements or missing elements in advertisement naturally

engage the readers to complete the blanks. According Sigband and Bell (1986),

(39)

omission figures make the readers to engage in such spontaneous closure suggests

that highlighting the absence of an ad element will lead viewers to think of the

missing element themselves. In general, figures of omission function to arouse

reader interest by involving the reader in completing the advertisement and these

figure also create the sense of informality. Figures of omission intentionally omit

words and phrases in advertisement discourse (Vaičenonienė, 2006). The

omission of words and phrases are exciting for some people. This attracts the

addressee’s attention to the missing elements; arouses interest and emotions

(Sengupta & Gorn, 2002). Sengupta and Gorn explain that self-generation effect

has direct implications for incomplete element omission in one advertisement.

2.2.2.4. To Create the Sense of Informality

The informality in communication to the consumers can create remarkably

degree on interpersonal chemistry and warmth as the key of trust. It put the

readers at ease, since informality is the best exposure for persuasion (Sigband &

Bell, 1986). Ellipsis, one of omission figures, can create the sense of informality

in advertisement. Some captions in Nike Sportswear

Instagram postings are trying

to engage the reader using ellipsis. Mostly in their postings, they use ellipsis

which refers to the omission of words or syllables readily implied by the context.

For instance,

it’s

that occurs in the caption fragment, “

It's back and lighter than

ever

”. Instead of using

it is, the advertiser uses

it’s

, in order to sound informal to

the readers. Furthermore, figures of omission, as Hawkins and Mothersbaugh

(2013) mention, requires the involvement of readers increases the recalling effects

(40)

of an advertisement. Therefore, the advertisements that uses figures of omission

are possibly remarkable for readers.

2.2.2.5. To Engage Reader’s E

motions and Creations

The dominant function of figures of composition is to engage the emotions

and creations of an aesthetic feeling which contributes to memorability of the

advertisement message (K

oženiauskienė

as cited in Vaičenonienė, 2006)

. The

example is polysemy on caption “

Fly to Uptown

” that promotes

Nike Air Force

1 Ultra Flyknit. The advertiser intentionally uses the caption, in order to

emphasize the dual meaning in the product name,

Air Force and

FlyKnit. It

possibly recalls experience of flying above the sky, which is comfortable for some

people.

2.2.2.6. To Create Perception Bias

Figures of tropes function to colour the words to create perception bias by

making the words more appealing. The advertisers mostly use tropes on the

semantic level of the advertisement exposure (Leech, 1969). They can turns an

ordinary word into an artful deviation that is strongly persuasive for readers. For

instance, the occurrence of overstatement in the caption:

The Nike Air legend is reimagined in its lightest form with a dynamic

Flyknit upper

for the first time ever.

The phrase “for the first time ever” is overstated in promoting the product. This

overstatement gives a special exposure to the product which appears more

appealing, since t

ropes functions to “color” the words

to build biased perception

of one product. Maurin (2013) explains that tropes bias the exposure into

plausible at the first time. They bias what people perceive about the qualities of

(41)

the things rather than the things themselves. Therefore, these figures are mostly

used by the advertiser to emphasize a ‘new’ perception without noticed by the

(42)

29 CHAPTER III

CONCLUSIONS AND SUGGESTIONS

CHAPTER III

CONCLUSIONS AND SUGGESTIONS

This chapter consists of two parts, namely conclusions and suggestions. In

conclusions, the researcher represents the answers of the problem formulated in

previously. The suggestions part contains recommendations for the readers who

are interested in this topic to study this topic in any other objectives.

3.1. Conclusions

In this study, the researcher has formulated two research problems: 1)

which rhetorical figures are used in Nike Sportswear

’

Instagram captions? 2) what

are the functions of rhetorical figures in Nike Sportswear

’

Instagram captions? In

order to answer these questions, the researcher analyzes the discourse in Nike

Sportswear

’s

Instagram captions by applying related theories about rhetorical

figures. Then the researcher finds that this company uses the figures in their most

of Instagram captions.

In promoting their products in Instagram, Nike Sportswear develops their

captions with 10 of 12 figures that have been conducted by the researcher. The

figures are repetition (of syllables, sounds, and keywords), synonymy, ellipsis,

polysemy, homophony, wordplay, metaphor, personification, simile, and

overstatement. As stated by Fumokong, (2016: 118), advertisers use these artful

deviations that are catchy, arousing desire, inducing action and contributing

towards satisfaction, in order to persuade and engage the readers.

(43)

In addition, the researcher also finds that Nike Sportswear uses mostly 3 or

interrelated, since the postings refer to one product. Therefore, for figures of

repetition, the researcher also analyze the interrelated postings, since there are

some occurrences in this discourse.

The occurrences of rhetorical figures are not aimless. There are some

reasons that are related to their function as ‘attention

-

seeking devices’. The

researcher separately discusses the function of each figure. The researcher takes 4

major categorizations: figures of repetition, figures of omission, figures of

composition, and figures of tropes, to be discussed their functions in promoting

products.

Figures of repetition function to intensify the exposure and lead the

exposure to be more memorable. Then, figures of omission which omits

substances in the sentence has function to arouse reader interest by involving the

reader in completing the advertisement and these figure also create the sense of

informality. Figures of composition are used for engaging emotion and creation

and making the advertisement remarkable with humour and witty idea. The

mostly used figures, called tropes function to colour the words to create

perception bias by making the words more appealing.

3.2. Suggestions

This topic discussion is beneficial for those who want to learn this social

phenomena in sociolinguistics perspective. This study is dealing with the

discourse in advertisement, which cause a significant effects for people in their

(44)

daily lives. In English Language Education Study Program of Sanata Dharma

University, lecturers and students, who are interested in learning sociolinguistics,

are expected to use this research for learning or teaching material. For instance, in

sociolinguistic course, this study is a good example that language can be applied

in this kind of discourse.

This research is also expected to be beneficial for advertisers. Learning

this research, people and other advertisers will be acknowledged about the role of

language in the advertisement. They can whether implement this in their own

advertisements or become more noticed about this discourse when they buy or sell

products. Since there are many companies and groups who are competing to

promote their products, this study also provides many ways of promotion using

language that might give fresh air for the readers.

(45)

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(1)

running shoes.

12 Overstatement 1 (1) … Nike Air Force 1 for an eye-catching expression this season.

Exaggeration using adjectival.

2 (3) … a striking transformation

from the classic silhouette.

Exaggeration using adjectival.

3 (4) … Air Force 1 adds a premium touch in the new 'Pivot Pack'

Exaggeration using adjectival.

4 (5) Striped for the first time. Exaggeration using adverbial.

5 (6) An icon since 1982, the men's

Air Force 1… Exaggeration using of adverbial. 6 (6) … receives star treatment on

the heel and tongue.

Exaggeration using adjectival.

7 (7) … and star branding in the 'Pivot' collection.

Exaggeration using adjectival.

8 (9) … Air Force 1 ‘Pivot’ reigns on the pavement in rich, tumbled leather.

Exaggeration using of adverbial.

9 (14) This visionary basketball high-top arrived in a translucent box that housed the inflating kit all in one.

Exaggeration using of adverbial.

10 (16) … and modern cushioning on the track-inspired silhouette.

Exaggeration using adjectival.

11 (17) … an Ortholite sockliner that

sits atop a flexible midsole taken from the Roshe One.

Exaggeration using of adverbial phrase. 12 (24) (19) (100) (214) (215)

Available exclusively …

Exaggeration using of adverbial.

13 (25) Cored-out and 50% lighter than the original

Exaggeration using adjective.

14 (26) … its lightest form with a

dynamic … Exaggeration using adjective. 15 (26) … Flyknit upper for the first

time ever.

Exaggeration using of adverbial.

16 (28) The lightest one to date

renews … Exaggeration using adjectival. 17 (28) … Uptown like never before

in dynamic Flyknit…

Exaggeration using of adverbial.

18 (29) … to deliver its lightest cushioning ever.

Exaggeration using of adverbial and adjectival. 19 (30) … Nike Air greatness in

premium leather details.

Exaggeration using adjectival.

20 (31) … upper and perforations across the toe for maximum

breathability.

Exaggeration using adjectival.

21 (32) … with subtle translucent accents for comfort that looks as good as it feels.

Exaggeration using of adverbial.

22 (33) The lightest one. Exaggeration using adjectival.

23 (34) … comfort in woven Flyknit that contours to your foot for a sock-like feel.

Exaggeration using of adverbial.

(2)

deliver lightweight cushioning in its most essential places.

adverbial.

25 (37) The lightest edition… Exaggeration using adjectival.

26 (39) … the Air Force 1's lightest upper ever.

Exaggeration using of adverbial and adjective. 27 (40) The women's Air Force 1 Ultra

Flyknit delivers premium comfort

in the right places…

Exaggeration using adjectival.

28 (41) Lighter than ever. Exaggeration using adjectival.

29 (43) … the future with a vibrant array…

Exaggeration using adjectival.

30 (43) … the future with a vibrant array of Flyknit material and

premium leather details.

Exaggeration using adjectival.

31 (46) … dynamic knit fabric for

engineered warmth where you need it most.

Exaggeration using of adverbial.

32 (48) … a fit that maps to your body

for comfort all season.

Exaggeration using of adverbial.

33 (53) Engineered knit fabric is designed to move naturally even on the most dynamic players.

Exaggeration using of adverbial.

34 (54) … brings comfort

everywhere with breathable and versatile designs for any situation.

Exaggeration using of adverbial.

35 (57) Your ultimate sneaker… Exaggeration using adjectival.

36 (59) The first knit. Exaggeration using adjectival.

37 (60) … experimental design language, while delivering enhanced support with each step.

Exaggeration using of adverbial.

38 (63) … with exaggerated heel perforations for maximum

breathability.

Exaggeration using adjectival.

39 (68) @rogerfederer's Air Max 1 #nikeid is anchored in gold, a nod to his penchant for taking it wherever he goes.

Exaggeration using of adverbial.

40 (82) … an eye-catching colorway

inspired by his home of Rio de Janeiro, Brasil.

Exaggeration using adjectival.

41 (101) The Air Max LD-Zero H arrives exclusively…

Exaggeration using of adverbial.

42 (103) (106) (107) Arriving

exclusively…

Exaggeration using of adverbial.

43 (104) … a sock-like Flyknit upper and a cored-out, ultra-midsole…

Exaggeration using adjectival.

44 (104) … a cored-out, ultra-midsole for lightweight comfort.

Exaggeration using of adverbial.

45 (104) The Air Max 90 Ultra Superfly T arrives exclusively…

Exaggeration using of adverbial.

(3)

46 (107) …, Ultra midsole for lightweight comfort.

Exaggeration using adjectival.

47 (107) Mark Parker's Air Max Ultra M combines a premium leather…

Exaggeration using adjectival.

48 (107) … jacquard-knit upper with a cored-out, Ultra midsole for

lightweight comfort.

Exaggeration using adjectival.

49 (110) Fly through Air Max Con NYC, the ultimate #airmax experience.

Exaggeration using adjectival.

50 (111) Prepare to celebrate Air Max Day like never before …

Exaggeration using adverbial.

51 (111) … for the ultimate #airmax

experience… Exaggeration using adjectival. 52 (113) @superllalla sees Air Max

kicks as classics that never age…

Exaggeration using adverbial.

53 (114) @djwich’s love for Air Max

knows no bounds.

Exaggeration using adverbial.

54 (122) Air Max Day celebrations are taking over city streets around the world.

Exaggeration using adverbial.

55 (133) … with a perforated toe box atop a cored-out Ultra midsole.

Exaggeration using adjectival.

56 (138) … features premium leather

details and a breathable knit upper.

Exaggeration using adjectival.

57 (104) … Flyknit upper and a cored-out, ultra-midsole for lightweight comfort.

Exaggeration using adjectival.

58 (140) … with an exaggerated tongue and striking heel counter.

Exaggeration using adjectival.

59 (144) Designed with

@iamdanielsturridge's quickest moves in mind.

Exaggeration using adjectival.

60 (146) … an ultralight sole and

Magista’s signature sock-like fit. Exaggeration using adjectival. 61 (151) … its lightest design for the

modern day.

Exaggeration using adjectival.

62 (157) No one dared to do

lightweight comfort like this.

Exaggeration using adjectival.

63 (157) Sixteen years later, the legendary design evolves to its

lightest form.

Exaggeration using adjectival.

64 (158) …, the Air Presto introduced the world to lightweight comfort.

Exaggeration using adjectival.

65 (159) the original t-shirt for your foot now delivers its lightest and most breathable comfort yet.

Exaggeration using adverbial.

66 (160) It's back and lighter than ever.

Exaggeration using adverbial.

67 (161) Ultra light. Exaggeration using adjectival.

68 (164) … the largest debut collection by Nike in 2000.

Exaggeration using adjectival.

(4)

lightweight comfort. adjectival. 70 (167) Nothing like a bright ray of

Presto on a cloudy day.

Exaggeration using adverbial.

71 (168) Nothing like a bright ray of Presto on a cloudy day.

Exaggeration using adverbial.

72 (171) Bringing a smile to your face since 2000.

Exaggeration using adverbial.

73 (175) Featherweight Flyknit. Exaggeration using adjectival.

74 (176) … Air Presto takes on a Flyknit collar and Ultra outsole for

the ultimate comfort.

Exaggeration using adjectival.

75 (178) The women's Air Presto Ultra Flyknit delivers the perfect summer expression in a timeless all-white tone.

Exaggeration using adjectival.

76 (181) … is retold in modern,

featherweight materials.

Exaggeration using adjectival.

77 (182) Sweeter than ever. Exaggeration using adverbial.

78 (184) Touch the sole with timeless gum accents.

Exaggeration using adjectival.

79 (195) A court staple since 1982,

the Tennis Classic… Exaggeration using adverbial. 80 (198) … a breathable mesh back for

classic court style and all-day comfort.

Exaggeration using adjectival.

81 (199) … with a cut-out sole for

lighter comfort.

Exaggeration using adjectival.

82 (201) … allows your feet to breathe even in the warmest weather.

Exaggeration using adverbial.

83 (205) Lightweight comfort since 2004.

Exaggeration using adverbial.

84 (206) Customize the Sock Dart with an exclusive glow strap option, …

Exaggeration using adjectival.

85 (212) Groundbreaking since '96.

86 (216) … with vibrant volt accents. Exaggeration using adjectival.

87 (225) … Tennis Classic Ultra arrives in premium leather…

Exaggeration using adjectival.

88 (229) … London's biggest stage. Exaggeration using adjectival.

89 (237) Always leading from the front, never looking back.

Exaggeration using adverbial.

90 (239) Lightweight leader. Exaggeration using adjectival.

91 (240) …, Ultra sole for all-day

comfort in one… Exaggeration using adjectival. 92 (240) … a perforated upper with a

lightweight, Ultra sole for all-day comfort…

Exaggeration using adjectival.

93 (241) For the first time ever, the

(5)

94 (242) The lightest 1. Exaggeration using adjectival.

95 (243) Flyknit, Ultra and Air – together for the first time on the 1 that started it all.

Exaggeration using adverbial.

96 (247) …, is paired with a cored-out Ultra sole for the lightest 1 ever.

Exaggeration using adjectival and adverbial. 97 (249) The 1 that started it all takes

comfort to the next level with a perforated Flyknit upper to help keep your feet fresh on the move.

Exaggeration using adverbial.

98 (252) … provides flexible structure for a natural-feeling fit.

Exaggeration using adjectival.

99 (256) Simplicity redefined in a breathable Flyknit upper that shifts colors as you move

Exaggeration using adverbial.

101 (258) The most innovative Tech Fleece yet.

Exaggeration using adverbial.

102 (259) For the first time ever, Nike

Tech Fleece… Exaggeration using adverbial. 103 (259) … knit together to deliver

lightweight warmth like never before.

Exaggeration using adverbial.

104 (260) … synthetic spacers for

optimal warmth.

Exaggeration using adjectival.

105 (261) … a perfect pairing of

engineered fleece… Exaggeration using adjectival. 106 (261) … and knit for the first time

creating warmth without weight.

Exaggeration using adverbial.

107 (262) Stay on point with

lightweight warmth.

Exaggeration using adjectival.

108 (269) … to honor Joan Benoit Samuelson’s ground-breaking accomplishments and legacy.

Exaggeration using adverbial.

109 (269) The premium footwear collection also includes reinterpretations…

Exaggeration using adjectival.

110 (271) Customize the hoops legend with reflective camo to stay disguised during the day and shine bright at night.