12 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
13
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 PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
