11 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
1
colour with micro-minerals and
ultimate-staying power
2
. 100 intense
1
. 100 long-lasting
2
. 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 attention 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. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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
