Rhetoric Examples

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TABLE 2

EXAMPLES OF THE RHETORICAL OPERATION OF REPETITION IN MAGAZINE ADVERTISEMENTS _________________________________________________________________________________________________________ _________________________________________________________________________________________________________

Recent instances _________________________________________

Formalelement

Classicalterm Brief description Text

Brand, product& source

_________________________________________________________________________________________________________

I. Sound A. Rhyme Repetition of syllables atend of words

KitchenAid. For the wayit's made

KitchenAidrefrigerator(GH2)

Performax protects tothe max

Pennzoil motoroil (SI2)

Don't mess that dress Ban deodorant(CO1)

B. Chime Keywords in a phrase beginwith identical consonants

A tradition of trust Merrill Lynchbrokerage (BW2)

The best in the business AT&T telecom-munication (BW2)

A passion for perfection Lufthansa

airlines (BW2)

C. Assonance &alliteration

Three or more repetitions ofa vowel or consonant

The power of color isyours

Canon copiers(BW2)

Now Stouffer's makes areal fast real mean leancuisine

Stouffer'sfrozen dinner(CO2)

No one knows the landlike a Navajo

Mazda 4 wheeldrive (CD1)



II. Words A. Anaphora Repetition of words at thebeginning of phrases

Early treatment.Early cure

Gyne Lotriminmedicine (P1)

B. Epistrophe Repetition of words at the

end of phrases

Choose to be your most

beautiful. Salonbeautiful

Salon Selectives

haircare (CO2)

C. Epanalepsis Repetition of a word towardthe beginning and end of aphrase

Smart phone smarts AT&T telecom-munications(BW1)

D. Anadiplosis Repetition of a word towardthe end of one phrase andthe beginning of the next

Kleenex Ultra. Ultrasoftness is all you feel

Kleenex facialtissue (GH2)

III. Phrasestructure

A. Parison Marked parallelism betweensuccessive phrases; often

involves use of one or moreembedded repeated words

You never had it soeasy. Your tires never

had it so good.

Notouch tirecleaner (CD1)

The quality you need.The price you want.

Kmart stores(SI1)

The protection you needin the colors you want

Sally Hansennailpolish (CO2)

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NOTE. See note to Table 1 for explanation of sources.



TABLE 3

EXAMPLES OF THE RHETORICAL OPERATION OF REVERSAL IN MAGAZINE ADVERTISEMENTS _________________________________________________________________________________________________________ _________________________________________________________________________________________________________

Recent instances __________________________________________

Contentelement

Classicalterm Brief description Text


_________________________________________________________________________________________________________

I. Syntax A. Antimetabole A pair of words in a phraseis repeated in reverse order

Stops static beforestatic stops you

Bounce fabricsoftener (GH2)

Because after all is saidand done, it's easierdone than said

Microsoftsoftware (BW1)

It says what it does.It does what it says.

Listerinemouthwash (P1)

II. Semantic A. Antithesis Binary opposites areincorporated into a phrase

Add Clorox.Subtract dirt.

Clorox bleach(GH1)

We got hot prices on coolstuff

Musicland stores(P2)

Easy on eyes. Tough ontangles

Pert Plusshampoo (GH2)

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NOTE. See note to Table 1 for explanation of sources.



TABLE 4

EXAMPLES OF THE RHETORICAL OPERATION OF DISPLACEMENT IN MAGAZINE ADVERTISEMENTS _________________________________________________________________________________________________________ _________________________________________________________________________________________________________

Recent instances _________________________________________

Formalelement Classical term Brief description Text


_________________________________________________________________________________________________________

I. Claimextremity

A. Hyperbole Exaggerated or extremeclaim

Peter Rabbit comes tovivid life on a handpainted treasure

Bradford Ex-change Collect-ibles (GH2)

The best. All the time. S&W cannedfood (P2)

Nothing beats aBudweiser

Budweiser beer(SI1)

B. Litotes Minimized or understatedclaim

It just feels right Mazda automobile(P2)

It takes a little moreto make a champion

Championsportswear (SI1)

II. Assertiveforce

A. Rhetoricalquestion

Asking a question so as tomake an assertion

Is something missing inyour dog's food?

Purina dogfood(GH2)

Don't you have somethingbetter to do?

Hewlett-Packardplain paper fax(P2)

Who says you can't haveit all?

Fruit of theLoom underwear(P1)



B. Epanorthosis Making an assertion so asto call it into question

There's one bigdifference betweenViceroy and the others.The price

Viceroycigarettes

Chances are, you'll buya Ranger for its value,economy and quality.Yeah, right.

Ford pickup(CD1)

You don't have to own aMercedes, Lexus or BMWto appreciate the newConcorde. But it helps

Chryslerautomobile

IV. Center-periphery

A. Metonym Use of a portion, or anyassociated element, to

represent the whole

You're looking at 2slumber parties, 3

midnight raids, 5unexpected guests, 1late snooze and 1superbowl

Hormel frozenfood (GH2)

You're better off underthe umbrella

Traveler'sinsurance (BW1)

There's a brownies worthof fat in every spoonfulof Best Foods

Kraft mayonnaise(GH1)

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NOTE. See note to Table 1 for an explanation of sources.



TABLE 5

EXAMPLES OF THE RHETORICAL OPERATION OF DESTABILIZATION IN MAGAZINE ADVERTISEMENTS _________________________________________________________________________________________________________ _________________________________________________________________________________________________________

Recent instances __________________________________________

Formal element Classical term Brief description TextBrand, product& source

_________________________________________________________________________________________________________

I. Similarity

A. metaphor Substitution based onunderlying resemblance

It puts the wind in yoursails

Old Spicedeodorant (SI2)

Say hello to your child's

new bodyguards

Johnson &

Johnson bandaids(GH1)

Science you can touch Jergens skincare (CO2)

B. pun(general)

Substitution based onaccidental similarity

1. pun(homonym)

One word can be taken intwo senses

Make fun of the road Ford automobile(CD2)

The right contacts Envision con-

tact lens (P2)

How to make a home run Whirlpoolappliances (GH2)

2. pun(antanaclasis)

Repeating a word in twodifferent senses

Today's Slims at a veryslim price

Misty ultralightcigarettes (CO2)

Nobody knows the athletesfoot like the AthletesFoot

Athletes footshoe store (SI2)

Skin things that do Bufpuf skin care



things (CO1)

3. pun(syllepsis)

A verb takes on a differentsense as clauses itmodifies unfold

He drives a car fast, abargain hard, and womento distraction

Silhouette books(GH2)

Built to handle the years

as well as the groceries

Frigidaire re-

frigerator (GH2)

It's too bad other brandsdon't pad their shoes asmuch as their prices

Keds shoes (GH2)

4. pun(resonant)

A phrase is given adifferent meaning by itsjuxtaposition with apicture

Will bite when cornered[picture of car splashingup water as it makes aturn]

Goodyear tires(CD2)

II. Opposition

A. paradox A self-contradictory, falseor impossible statement

This picture was taken bysomeone who didn't bring

a camera

Kodak film (P1)

Mark McGwire hit 42 homeruns last year. But weheld the bat.

Franklin battingglove (SI2)

For twenty years, thewinners at Indy haven'tchanged their tires

Goodyear tires(CD1)

B. Irony A statement that means theopposite of what is said

Laugh at our expense[accompanied by discountcoupon on comedy video]

Pepsi cola (SI1)

Just another wholesomefamily sitcom [male leadlicking cream off thighs]

HBO cable tv(CO1)

We spent years developingthis incredibly comfort-able contact lens, andthis is how you treat it[finger flicks lens away]

Accuvuedisposablecontacts (P1)

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NOTE. See note to Table 1 for an explanation of sources.

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Rhetoric Examples