Exercise 4 Look at the advertisements below
Now match the parts of the ads with their correct definitions:
1. Standing details a. The first sentence, designed to grab attention.
2. Headline or hookline b. A captivating image.
3. Payoff c. Details and sales pitch, written in smaller font than the
4. Illustration or visual d. Brand name, trademark.
5. Signature line e. Slogan that summarises the overall significance of the
message. It follows every ad for a particular product.
6. Body copy f. Address or other contact details of firm.
L ANGUAGE NOTE
A rhetorical figure can be defined as an artful deviation in the form taken by a statement. Since
antiquity dozens of figures have been catalogued, ranging from the familiar (rhyme, pun) to the obscure
(antimetabole). Here a framework is developed, which classifies several rhetorical figures distinguishing
among sound, word, and sentence levels. S OUND LEVEL
Alliteration: the repetition of an initial or medial consonant sound
Top People Take The Times (The Times newspaper)
Unstick your style (New Dove Anti-Frizz Cream)
Assonance: the repetition of a similar vowel sound, preceded and followed by different consonants, in
the stressed syllables of adjacent words.
Gillette - the best a man can get (Gillette razors)
Take the feeling of clean to the extreme (Aquafresh toothpaste)
Rhyme: the repetition of ending sounds.
A Mars a day makes you work, rest and play (Mars chocolate bar)
Go well. Go Shell. (Shell Oil)
Onomatopoeia: the use of words to imitate natural sounds
Plop, plop, fizz, fizz, oh what a relief it is! (Alka Seltzer)
Snap! Crackle! Pop! (Kellogg's Rice Krispies) W
Metaphor: an implied comparison achieved through a figurative use of words
Perrier. Champagne of table water (Perrier sparkling mineral water)
Simile: an explicit comparison using ‘like’ or ‘as’ to show that it is not literal
Make your skin feel like butter (Olay soap)
Synecdoche: the use of a part for the whole, or the whole for the part
The wings of Italy (Alitalia)
Metonymy: the substitution of one word for another which it suggests
Every smile should be this polished (Pearl Drops Toothpolish)
Pun: a play on words having more than one meaning, or having different meanings but same sound
Precisely what you’re looking for (Casio)
Book at any station (Penguin books)
I think, therefore IBM (IBM)
Ellipsis: the act of leaving out a word or words from a sentence deliberately.
It is. Are you? (The Indipendent newspaper)
We know you’re anxious to know. So we’ll tell you in two words or less (e.p.t. Certainty pregnancy test)
Anaphora: the repetition of a word or phrase at the beginning of successive phrases, clauses or lines
Twice the comfort, twice the value, twice the Hotel (Windsor Suites Hotel, Bangkok)
+1 anno fa
I contenuti di questa pagina costituiscono rielaborazioni personali del Publisher cecilialll di informazioni apprese con la frequenza delle lezioni di Diritto della comunicazione e dell'informazione e studio autonomo di eventuali libri di riferimento in preparazione dell'esame finale o della tesi. Non devono intendersi come materiale ufficiale dell'università Teramo - Unite o del prof Ruggiero Luca.
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