72 The use of rhetorical question aims to emphasize a point or just to get the
audiences thinking Corbett, 1990. Actually, a rhetorical question is a device used to persuade or slightly influence the audience. It is a question asked, not for
getting an answer, but for creating the persuasive effect which could draw audiences‟ responses Corbett, 1990. In headline [75], the advertiser aimed to
make people doubt the quality their daily yogurt. Moreover, the rhetorical
question in headline [75] wanted to emphasize that other yogurts will never be the same as Heavenly Blush Yogurt both for the quality and the taste.
In headline [76], the question “Why not have it all?” aimed to give a
statement that Maybelline is worthy, so that all people must buy all the products. Moreover, in case [77] the advertiser asked the audience what
‟s that ruckus to indicate a noisy situation when a loud and confused argument or complaint
existed. Then, NIXON watch was the answer for the whole noises and complaints. Implicitly, the advertiser wanted to put an emphasis on the brand which could
create various opinions or feelings from people who had worn NIXON watch. Therefore, the advertiser invited people to experience how it felt to wear NIXON
watch and let them create their own opinions about the product.
14. Prosthesis
There was only one English advertisement headline which hired prosthesis as the rhetorical device. Further, this device is focusing on adding syllable in the
beginning of a word. However, the adding process does not change the meaning of the word Corbett, 1990. The following was the headline which used
prosthesis.
73 [78] Chromattitude Alexander Christie Passion Color Edition, MRCH14
Headline [78] added Chrom to the word attitude. The adding process aimed to construct the word Chromatic. However, the adding process did not
change the meaning of the word attitude itself. Since chromatic had a literal meaning as relating to colors, the word chromatic in the headline was used to
represent the new colorful product from Alexander Christie. Moreover, the word attitude
represented the state of having a new look. Therefore, it could be concluded that the advertiser wanted to say that New Chromatic Design of
Alexander Christie will give a new colorful look to all people who wear it.
15. Polyptoton
The next rhetorical device found in this research was polyptoton. Polyptoton is a repetition of a word derived from the same root. Moreover, the
words being repeated in polyptoton employ both grammatical inflections and derivations Corbett, 1990. Moreover, there was only one English advertisement
headline which used polyptoton and mentioned as below. [79] Whiter than white ELLE Style Guide, MRCH14
Headline [79] had employed polyptoton in the word white as the derivational word. The word white was repeated as whiter in order to show a
comparison. The word white in headline [79] represented white as a color that people already know. Meanwhile, the word whiter indicated very strong color of
white. Therefore, headline [79] tried to reveal that ELLE style guide invites people to have new-variant look of white luxurious outfits.
