THE USE OF RHETORICAL FIGURES SEEN IN APPLE …

THE USE OF RHETORICAL FIGURES

SEEN IN APPLE ADVERTISEMENT WEBSITE

A SARJANA PENDIDIKAN THESIS

Presented as Partial Fulfillment of the Requirements

to Obtain the Sarjana Pendidikan Degree

in English Language Education

By

Vedo Dian Imanda

Student Number: 131214031

ENGLISH LANGUAGE EDUCATION STUDY PROGRAM

DEPARTMENT OF LANGUAGE AND ARTS EDUCATION

FACULTY OF TEACHERS TRAINING AND EDUCATION

SANATA DHARMA UNIVERSITY

YOGYAKARTA

2018

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

i

THE USE OF RHETORICAL FIGURES SEEN IN

APPLE ADVERTISEMENT WEBSITE

A SARJANA PENDIDIKAN THESIS

Presented as Partial Fulfillment of the Requirements

to Obtain the Sarjana Pendidikan Degree

in English Language Education

By

Vedo Dian Imanda

Student Number: 131214031

ENGLISH LANGUAGE EDUCATION STUDY PROGRAM

DEPARTMENT OF LANGUAGE AND ARTS EDUCATION

FACULTY OF TEACHERS TRAINING AND EDUCATION

SANATA DHARMA UNIVERSITY

YOGYAKARTA

2018


ii


iii


iv

DEDICATION PAGE

I dedicate this undergraduate thesis to:

Allah SWT

Herman

Yuli Purwaningsih

Yan Fernanda


v

STATEMENT OF WORK’S ORIGINALITY

I honestly declare that this thesis, which I have written, does not contain the work

or parts of the work of other people, except those cited in the quotations and the

references, as a scientific paper should.

Yogyakarta, April 12th

, 2018

The Writer

Vedo Dian Imanda

131214031


vi

LEMBAR PERNYATAAN PERSETUJUAN

PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS

Yang bertanda tangan di bawah ini, saya mahasiswa Universitas Sanata Dharma

Nama : Vedo Dian Imanda

Nomer Mahasiswa : 131214031

Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan

Universitas Sanata Dharma karya ilmiah saya yang berjudul:

THE USE OF RHETORICAL FIGURES

SEEN IN APPLE ADVERTISEMENT WEBSITE

beserta perangkat yang diperlukan (bila ada). Dengan demikian saya memberikan

kepada Perpustakaan Universitas Sanata Dharma hak untuk menyimpan,

mengalihkan dalam bentuk media lain, mengelolanya dalam bentuk pangkalan

data, mendistribusikan secara terbatas, dan mempublikasikannya di Internet atau

media lain untuk kepentingan akademis tanpa perlu meminta ijin dari saya

maupun memberikan royalti kepada saya selama tetap mencantumkan nama saya

sebagai penulis.

Demikian pernyataan ini yang saya buat dengan sebenarnya.

Dibuat di Yogyakarta

Pada tanggal: 12 April 2018

Yang menyatakan

Vedo Dian Imanda


vii

ABSTRACT

Imanda, Vedo Dian (2018). The Use of Rhetorical Figures Seen in Apple

Advertisement Website. Yogyakarta: English Language Education Study Program.

Department of Language and Arts Education, Faculty of Teachers Training and

Education, Sanata Dharma University.

Advertising becomes part of the communicative language that exists in

daily life. In this era, advertising can be found anywhere, thus reading an

advertisement is inevitable. Advertisements are developed into a media that can

be reached by anyone, anywhere, and anytime. One of the media is called an

advertisement website.

Since the nature of advertisement is to persuade people, the language of

advertisements employ some rhetorical figures to attract and persuade the

audiences. Rhetorical figures are defined as a language technique which induces

action and contributing satisfaction. The expected result that the advertisement

can influence and persuade people to buy the products.

This study aims to solve two formulated problems. The first problem was

to identify types of rhetorical figures were used in Apple website advertising. The

second problem was aimed to find out the reasons for using rhetorical figures in

Apple website advertising.

The results showed that there were 10 types of rhetorical figures used in

Apple website advertisements from the various website pages. Those rhetorical

figures are repetition, enumeration, synonymy, polysemy, wordplay, hyperbole,

metaphor, periphrasis, personification, and simile based on Corbett (1990)

classifications. Furthermore, four reasons were found for using those rhetorical

figures in the advertisement. The reasons were giving persuasive quality, gaining

the attention, leading to greater memorability and recall, and easing the message

process, according to Tom & Eves (1999).

Keywords: Advertisement, Apple Website, Rhetorical figures


viii

ABSTRAK

Imanda, Vedo Dian (2018). The Use of Rhetorical Figures Seen in Apple

Advertisement Website. Yogyakarta: Program Studi Pendidikan Bahasa Inggris,

Jurusan Pendidikan Bahasa dan Seni, Fakultas Keguruan dan Ilmu Pendidikan,

Universitas Sanata Dharma.

Iklan menjadi salah satu bahasa yang sudah diakui dalam kehidupan

sehari-hari. Dijaman sekarang, iklan dapat ditemukan dimana-mana, sehingga

membaca iklan menjadi tak terelakkan. Iklan telah dikembangkan menjadi media

yang dapat ditemukan oleh siapapun, dimanapun, dan kapanpun. Salah satu media

tersebut bernama laman iklan.

Dasar dari iklan adalah untuk membujuk masyarakat, maka bahasa dalam

periklanan menggunakan bahasa kiasan untuk menarik dan membujuk

masyarakat. Bahasa kiasan dalam iklan dideskripsikan sebagai tehnik yang

membujuk tindakan dan merujuk ke kepuasan. Hasil yang diinginkan berupa iklan

yang dapat mempengaruhi dan mengajak orang-orang untuk membeli produk.

Penelitian ini bertujuan untuk memecahkan dua pokok permasalahan.

Permasalahan pertama adalah untuk mengidentifikasi jenis bahasa yang

mengesankan yang digunakan dalam laman periklanan Apple. Permasalahan yang

kedua bertujuan untuk mengetahui alasan dibalik penggunaaan bahasa yang

mengesankan dalam laman periklanan Apple.

Hasil menunjukkan ada 10 tipe bahasa pengesanan yang digunakan dalam

laman periklanan Apple dari laman-laman yang ada. Bahasa pengesanan tersebut

adalah pengulangan, penyebutan kata satu-persatu, persaman kata, polysemy,

permainan kata, penghebat, kiasan, periphrasis, penjelmaan, dan tamsil

berdasarkan pengelompokan oleh Corbett (1990). Terlebih, empat alasan telah

ditemukan dalam penggunaan bahasa pengesanan dalam periklanan. Alasan

tersebut adalah memberikan kualitas ajakan, mendapatkan perhatian,

mengembangkan daya ingat yang lebih besar, dan memudahkan proses daya ingat

menurut Tom & Eves (1999).

Keywords: Advertisement, Apple Website, Rhetorical figure


ix

ACKNOWLEDGEMENTS

First of all, I would like to say my big gratitude to Allah SWT, who gives

me a good life, health, wonderful family, and good friend so I can finish my

study. Allah gives me strength when I feel down and inspirations when I am

feeling blank. Because of Allah I can struggle and finish my thesis.

I would never forget to mention my wonderful advisor Yuseva Ariyani

Iswandari S.Pd., M.Ed. for her time and support along the year when I was

writing my thesis. She always reminds me and supports me whatever the

condition is. She is an inspiration to me and always the best lecturer I have ever

met. All of her dedications are real to me. May God always bless her.

Moreover, my gratefulness is addressed to my parents; my dad Herman

and my mom Yuli Purwaningsih for always giving me motivations, love, and a

place called home. Their efforts are really precious to me. Without them, I would

never become a good person or even finish this thesis.

I would also give my biggest thanks to my friends who always

accompanied me along the journey to finish this thesis; Ranti Kartika who gave

me big supports and time in writing this thesis, Kristiyanto who gave me a lot of

help and suggestions, Gustav Viko Radityatama who gave me the inspiration to

start my topic, Dionisia Stella who were willing to proof the grammar in finishing

my thesis.

.


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The last but not least, I thank all of Puguh Kris Club, Lorcin Squad, and

Maraville Crew who become the second family to me. Their love and supports are

amazing. Thank you for the willingness to become the slice of my life.

Vedo Dian Imanda


xi

TABLE OF CONTENTS

Page

TITLE ...................................................................................................................... i

APPROVAL PAGE ............................................................................................... ii

DEDICATION PAGE ........................................................................................... iv

STATEMENT OF WORK‟S ORIGINALITY ...................................................... v

LEMBAR PERNYATAAN PERSETUJUAN .......................................................... vi

ABSTRACT ......................................................................................................... vii

ABSTRAK ............................................................................................................viii

ACKNOWLEDGEMENTS .................................................................................. ix

TABLE OF CONTENTS ...................................................................................... xi

CHAPTER I: INTRODUCTION ........................................................................... 1

1.1 Research Background....................................................................................... 1

1.2 Research Questions .......................................................................................... 3

1.3 Research Significances..................................................................................... 4

1.3.1 The English Learners .................................................................................... 4

1.3.2 The Lecturers ................................................................................................ 4

1.3.3 Future Researchers ........................................................................................ 4

1.3.4 The English Language Education Study Program Department .................... 5

1.4 The Definition of Terms .................................................................................. 5

1.4.1 Rhetorical Figures ......................................................................................... 5

1.4.2 Apple Website ............................................................................................... 6

1.4.3 Website Advertisement Media ...................................................................... 6

CHAPTER II: REVIEW OF RELATED LITERATURE ..................................... 8

2.1. Theoretical description .................................................................................... 8

2.1.1 Advertisements .............................................................................................. 8

2.1.2 Social Media as Advertisement Media ......................................................... 9


xii

2.1.2.1 Measurement and Accountability .............................................................. 9

2.1.2.2 Consumer Reach ...................................................................................... 10

2.1.3 Rhetorical Figures in Advertisement .......................................................... 10

2.1.3.1 Schemes ................................................................................................... 11

2.1.3.2 Trope ........................................................................................................ 15

2.2 Reasons for Using Rhetorical Figures in Advertisements ............................. 19

2.2.1 Giving Persuasive Quality .......................................................................... 20

2.2.2 Gaining Attention ........................................................................................ 21

2.2.3 Easing Message Process .............................................................................. 22

2.2.4 Leading to Grater Memorability and Recall ............................................... 22

2.3 Theoretical Framework .................................................................................. 23

CHAPTER III: RESEARCH METHODOLOGY ............................................... 25

3.1 Research Method ............................................................................................ 25

3.2 Research Setting ............................................................................................. 26

3.3 Data Source .................................................................................................... 26

3.4 Research Instruments ..................................................................................... 27

3.4.1 Human Instrument ....................................................................................... 27

3.4.2 Documents ................................................................................................... 27

3.5 Data Gathering Techniques ............................................................................ 28

3.6 Data Analysis Technique ............................................................................... 29

CHAPTER IV: RESEARCH RESULTS AND DISCUSSION ........................... 31

4.1 Types of Rhetorical Figures in Apple Website Advertisements .................... 31

4.1.1 Repetition .................................................................................................... 32

4.1.2 Enumeration ................................................................................................ 34

4.1.3 Synonymy .................................................................................................... 36

4.1.4 Polysemy ..................................................................................................... 38

4.1.5 Wordplay ..................................................................................................... 39

4.1.6 Hyperbole .................................................................................................... 40

4.1.7 Metaphor ..................................................................................................... 41


xiii

4.1.8 Periphrasis ................................................................................................... 43

4.1.9 Personification ............................................................................................. 44

4.1.10 Simile ........................................................................................................ 45

4.2 Reasons for Using Rhetorical Figures in Apple Website Advertising ........... 46

4.2.1 Giving Persuasive Quality ........................................................................... 46

4.2.2 Gaining Attention ........................................................................................ 47

4.2.3 Easing Message Process .............................................................................. 48

4.2.4 Leading to Greater Memorability and Recall .............................................. 49

CHAPTER V: CONCLUSIONS AND RECOMMENDATIONS ...................... 51

5.1 Conclusions .................................................................................................... 51

5.2 Implications .................................................................................................... 52

5.3 Recommendations .......................................................................................... 53

5.3.1 Advertisers .................................................................................................. 53

5.3.2 Future Researchers ...................................................................................... 53

REFERENCES ..................................................................................................... 54

APPENDICES ..................................................................................................... 56

Appendix 1. The Table of Rhetorical Figures in Apple Advertisement Website 57

LIST OF APPENDICES

Appendix 1 Table of Rhetorical Figures .................................................. 57

Appendix 2 Samples of Apple‟s Advertisement Website ......................... 67


1

CHAPTER I

INTRODUCTION

This chapter discusses the nature and the content of the proposed research.

This section encompasses four parts, namely research background, research

questions, research significance, and definitions of terms.

1.1 Research Background

Advertising becomes part of the communicative language that exists in

daily life. For many purposes in daily communication, the writer or speaker

chooses words, as well as syntactic expressions and figurative language

(Fomukong, 2016, p. 117). Syntactic expressions and figurative language have

some purposes to make gimmick words of advertisements so it would make the

advertisement become appealing and contain strong message behind the words.

Therefore, advertisement becomes one of the discourse types, which people

consume every day. Through persuasiveness, that advertising becomes a powerful

way for individuals or companies to look for stimulating and affecting either

actions or attitude of other people. It is stated by Cook in his journal that

advertisement might also amuse, inform, misinform, worry, and warn people

(Cook 1992, p. 5). To get the power of persuasiveness, the advertisement is

evolving to become more attractive, in which it provides favorable images and

words of the company or its products. Janoschka (2004) explains that


2

advertisements should create a positive effect on profit figures as well as a good

influence or change the audience‟s attitude with attractive language.

The language of advertising has the power to influence social life.

Therefore, making some of it is not easy since the writer is expected to think

creatively and extraordinary. Fomukong (2016) explains that in order to promote

the product, the advertiser has to think about some techniques that can catch

people desires, be an attractive, and unusual as well, which has known as

rhetorical figures. Rhetorical figures are known as a language technique which

induces action and contributing towards satisfaction (p. 118). The expected result

is that the advertisement can influence and persuade people to buy the company‟s

products.

In persuading the readers, rhetorical figures have a necessary impact such

in different perspectives. There are two categories of rhetorical figures called

scheme and trope (Leech, 1969). Trope and scheme are figure speech with have

an unexpected twist in the meaning of words that create deviation on the semantic

level of discourse (Leech, 1969). The deviation allows enhancing the product‟s

quality with decorative words on it. For instance, the use of figurative languages

in Apple website product, “Life is easier on iPhone.” where the advertiser shows

a sophisticated gadget to help the reader‟s life. The other one is called tropes

which according to Mulholland (1994), has a meaning as figures of speech that

are selective in words and ideas that cause an unexpected twist in the meaning.

For instance, the words “A big step for small.” show many twists in the meaning,


3

which creates unique perspectives. This kind of discourse emphasizes reader‟s

perspective that influences the reader capability to understand the products.

The researcher is interested in studying the website as the media

advertising because it is one of the most popular ways as a promotion media.

Meanwhile, the website is limitless and able to build a social environment among

million people around the world without limited by time (Tuten, 2008). The

website may provide some pictures and words as the writers desire to persuade the

reader about how good their products are. In another meaning, it contains

rhetorical figures that can be studied by the researcher. Besides, the postings can

engage other social media users such as Facebook and Twitter. Moreover, the

significance of rhetorical figures in education might help students in making a

good advertisement for academic purposes through media. Furthermore, it might

also help students to learn creatively related to linguistics.

1.2 Research Questions

Considering the explanations above, the researcher has formulated two

research questions as follows:

1. Which schemes and tropes of rhetorical figures are used in Apple

advertisement website?

2. What are the reasons for using rhetorical figures in Apple

advertisement website?


4

1.3 Research Significances

By conducting this research, the researcher expects beneficial results for

English Language Education Study Program Sanata Dharma University. Students,

lecturers, and future researchers are able to comprehend and explore the study of

linguistic discourse in an advertisement. The researcher hopes that learning about

the use of rhetorical figures will help students to understand more about applied

linguistic in advertising.

1.3.1 The English Learners

The researcher expects the research will contribute new or further

understanding of rhetorical figures used in sentences, clauses, or phrases.

Furthermore, the researcher expects the students become more aware of the words

of advertising, which have more one meaning and function like rhetorical figures.

1.3.2 The Lecturers

The researcher believes that this study will help English Department

lecturers in Sanata Dharma to implement specific aspects of adjectives for their

explanation to students, who are taking some subjects related to advertisements.

The English Language Education Study Program in Sanata Dharma has some

subjects related to the discussion of advertising skills, for example, Mass Media

Communication. Moreover, the researcher hopes that it may help the study

program to make better advertisement whenever an international event is held.

1.3.3 Future Researchers

The researcher expects that the results can be used as an additional

academic reference to conduct other studies dealing with specific terms of

advertisements and the language used. The future researchers may compare the


5

findings of this research to their future study to renew the idea using adjectives on

advertisements.

1.3.4 The English Language Education Study Program Department

The findings of the research will enrich the knowledge of English teaching-

learning process in English Department. The result of the research will be useful

for finding problems and evaluating problems, and also implementing planning

and actions related to the process of English teaching and learning.

1.4 The Definition of Terms

In order to clarify concepts and avoid misunderstanding, the researcher

defines keywords or phrases used in this study, namely rhetorical figures, apple

website, and social media advertising.

1.4.1 Rhetorical Figures

Rhetorical figures are defined as artful languages which are designed to

get reader attention. Corbett (1990) explains the purpose of rhetorical figures is to

make strange words become familiar and unforgettable to the reader. Rhetorical

figures are divided into two major figure of speech categories, naming scheme and

trope of rhetorical figures. The scheme is defined as figures of speech that deals

deviation of words arrangements. Moreover, the trope is defined as figures of

speech with an unexpected twist in the meaning. The insertion of both scheme and

trope are intentionally making the words of advertisement become catchy and

inevitable to read.


6

1.4.2 Apple Website

Apple computer was consistently rated the number 1 and considered the

world‟s best company by many magazines (Doughtery, 2011). The researcher sees

that Apple‟s Website, which can be found at www.apple.com is very suitable as a

good example where the adjective becomes the main role of the advertising

language. The other thing is that Apple‟s product considered as products that very

valuable. This is because the Apple‟s company states for themselves that their

products are extraordinary. The reason is that Apple Company can deliver an

unusual message to their customers with a magnificent advertising technique, so

people will think that their product is different. Combined with positive words,

Apple‟s website becomes a magnificent advertisement to surf. According to

Geoffrey Leech, most frequent and important type of the advertising is

„commercial consumer advertising‟ (Leech 1972), which means it is directed

toward a mass audience. Moreover, the other is „prestige advertising‟, here the

name and the positive image of the company are advertised rather than a product

or service, as well as what Apple computer has done on their main website

advertisements combining both of two concepts to add more value to their own

product.

1.4.3 Website Advertisement Media

The growing popularity of website media has brought influences in the

way advertisers promote their goods and services. The idea is designed to help

people or companies establish a social presence and inform others about their

products and services (Kennedy, 2016). In this modern era, consumers spend a lot

of time surfing the internet through virtual media. Among various virtual media,


7

the website becomes a popular choice, which supports opportunities between

consumers and companies.


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CHAPTER II

REVIEW OF RELATED LITERATURE

This chapter is intended to review the theories and concepts supporting this

study to achieve the aims of this research. Moreover, this section presents two

main parts, namely the theoretical description and theoretical framework. The

theoretical description presents theories, which are relevant to research. The

theoretical framework presents the main theories used to answer the research

questions.

2.1 Theoretical description

This section discusses two major theories related to advertisements and

rhetorical figures inside advertisement language. The researcher provides the

definition of advertisement, social media as advertisement media, and rhetorical

figures in the advertisement. Moreover, the theories of rhetorical Figures discuss

types of rhetorical figures and the reasons for using them in advertisements.

2.1.1 Advertisements

According to Goddard (1998), an advertisement as a text has a purpose to

gain readers attention, however, Goddard notes that not all part of the texts attracts

reader attention. To be attractive, there are some criteria that advertisement should

obtain. One of the most important characteristics is gaining public attraction that


9

will raise the company‟s profit. Goddard (1998) also adds the profit is not only in

a form of money or materials but also in “enhancement of status or images” (p. 7).

Goddard (1998) describes that the purpose of advertising is not only for the

commercial branded product, but also the enhancement of the image of an

individual, group, and organization. Advertisement becomes parts of people ideas;

how people see the world; who or what is important and why. Advertisement as

systematical language is explained where readers have momentary “conversation”

with the advertiser, as a form of communication, aiming to persuade, giving

benefit to the company, and addressed to many people (Goddard, 1998).

2.1.2 Social Media as Advertisement Media

The technology era has been developing and many advertisers started to use

online media to promote the company products. The website is one of the many

available choices where people now live in a digital era which internet become the

daily needs. Kennedy (2016) explains digital media are designed to help people

and companies establish a social presence and inform others about their products

and services lively. Social virtual environment or known as social media is

preferable for most companies to promote their brand and products. Tuten (2008)

adds, there are two reasons for using social media as digital media.

2.1.2.1 Measurement and Accountability

The usage of the statistic in consumer‟s responses are measurable. According

to Tuten (2008), in the early use of online advertising, it offered limited metrics

such as page viewers and click-through banner ads. Now everything is developed,

even people can monitor the length of time do visitor spend at a website, the


10

specific pages that reader views, where the mouse moves, the number of videos

played, purchase conversion, and more. Website advertising is an easier way to

know what the readers are most attracted to and the possibility of accounting for

advertising effectiveness.

2.1.2.2 Consumer Reach

Looking at the internet activities, it becomes an inevitable interest for the

consumers to spend with (Tuten, 2008). Advertisers see how internet user‟s

behavior as an opportunity to drive online advertising whenever the users are

surfing the internet. The advertisement can be embedded related advertisements

products on the display while they are surfing to related topics. This method gives

benefit to see whether the internet users is wanted or not wanted to visit the main

website. Furthermore, Tuten (2008) adds that technology-driven of social media

supports the engagement of opportunities between the advertisers and consumers.

The opportunities created by technological advances to make closer interaction

from a live conversation which company provided. This will help the consumer to

experience live trading virtually without limited by the distance.

2.1.3 Rhetorical Figures in Advertisement

The advertiser has used rhetorical figures in the advertisement since

advertisements should be unique, attractive, and persuasive. According to

Mullholland (1994), rhetorical developed using sociological, psychological, and

language studies to enhance the rhetorical enterprise; the idea is creating an

atmosphere of good communication about the product. Therefore to accomplish


11

the purpose, the advertiser uses the artful deviation that is arousing desire,

inducing action, and contributing towards satisfaction. (Fomukong, 2016, p.118).

There are two classification figures to promote the product using rhetorical

figures. According to Mullholand (1994), the main classifications are grammatical

arrangements which called schemes and selection of words and ideas which called

tropes. Each of classifications has a different strategy that will be explained

further.

2.1.3.1 Schemes

Mulholland (1994) and Corbett (1990) define scheme as figures of speech

that deals deviation of word arrangements. They can be found at any linguistics

elements such as syntax in written advertisement and even sound in the spoken

advertisement. Schemes itself can be divided into three figures, namely repetition,

omission, and composition (As cited in Vaičenoninė, 2006).

2.1.3.1.1 Repetition

According to Vaičenoninė (2006), figures of repetition are defined as figures

that reoccurring a substance in advertisement more than one more times.

Therefore it can create a high emotional value and easily flash upon readers‟

mind. Fahnestock (2011) explains that it happens because of the figure intensifies

words, in order to lead a greater memorability (pp. 52-53). Thus, the idea is using

the ability to intensify the words which stimuli reader‟s attention to the product.

Hawkins and Mothersbaugh (2013) added that the reader‟s ability to memorize

advertisements words are very low, therefore the advertisers often repeat the

messages to build sufficiently elaborate memories to facilitate retrieval. However,


12

the intensifications are not always effective, since it can bore the readers in the

certain intensity of exposure.

Vaičenoninė divides repetition figures into three kinds of figure, namely:

repetition of sounds, syllables, and keywords; enumeration; and synonymy.

Repetition of sounds, syllables, and keywords creates the aesthetic effect that

stimuli emotional appeal and it can “underlined” the content.

Example [1]: Makes a splash. Take a splash. (Repetition of the keyword)

[2]: Live photos. Livelier than ever (Repetition of sound and

syllable)

2.1.3.1.1.1 Enumeration and Synonymy

Enumeration is a repetition by summarizing the positive or negative values

to create the illusion of quality and superiority. Meanwhile, repetition figures in

synonymy are a positive or evaluative description to create the illusion of quality,

prestige, and superiority. The distinctive feature between enumeration and

synonymy in repetition is either comparing positive-negative or adding prestige

meaning inside the words.

Example [3]: A big step for small. A twist of measurement (enumeration)

[4]: Vega1 graphics. The beast behind the beauty

1. Retina

2 5k

display. Hold on to your pixels2. The vega name is taken from a

star which big and brightest also beautiful. Meanwhile, retina

considered eyes that hold more pixels. (Synonymy)


13

2.1.3.1.2 Omission

Koženiauskienė describes omission as the figures that affect the species

composition of words, phrases or sentences in groups, and interchangeability or

similar distribution in phrases (as cited in Vaičenoninė, 2006). The omission of

words and phrases attract people‟s attention due to the uniqueness of uses in

omitting words and phrases (Sengupta & Gorn, 2002). This kind of figures has

distinctive features to make the words become easier to remember when the

addressee read the words.

2.1.3.1.2.1 Ellipsis

According to Goddard (as cited in Vaičenoninė, 2006), there is a subpart of

omissions namely ellipsis. Goddard explains that ellipsis is the omission from

speech or writing of a word or words that able to be understood from contextual

clues. He adds that ellipsis can create the sense of informality in advertisements.

The idea of ellipsis is to shorten the text and make it easier to understand by the

addressee. Moreover, the ellipsis can cause the formation of the text or texts

become informal which has a role to make the text become more personal and

considered as direct communication to the reader. This is strengthened by Sigband

and Bell (1986) theory, the informality to the consumers can create remarkably

degree on interpersonal chemistry and warmth as the key to trust.


14

2.1.3.1.2.2 Preterition

Preterition is a figure which involves incomplete sentence with dots at the

ending in order to create an intrigue and arouse the imagination. The readers are

involved in texts creation have to fill in the missing parts of the sentence to find

the meaning of the lexis (Goddard, 1998).

Example [5]: Darwin may have the theory… But we have got the keys.

2.1.3.1.3 Composition

The dominant function of figures composition is to engage the emotion

and create an aesthetic feeling which contributes to the memorability of the

advertisement message to the reader. Korčák (2012) states that figures of a

composition are suitable for advertisement because it contains witty and

memorable words. The strong composition is frequently used to touch addressee

attention as well as maintain their interest. The rhetorical figures of composition

basically divided into two parts, namely polysemy and homophony, and wordplay

(Goddard, 2002).

2.1.3.1.3.1 Polysemy and Homophony

Polysemy is a comic play on words which have more than one meaning.

The other one is homophony, defined as two words with different meaning which

has the same the same sound (Goddard, 2003).

Example [6]: Absolut vodka. Absolut attraction. (Polysemy)

[7]: It’s better to shower with this mousse… (i.e. moose and

mousse are homophonous words) (Homophony)


15

2.1.3.1.3.2 Wordplay

The word wordplay has a meaning as a composition that resulting of

rhyming words. Since the repetition of syllables and words are rhyming, they are

categorized as wordplay as well.

Example [8]: I’d murder a burger. Refreshingly honest.

2.1.3.2 Trope

Trope has a big role in making an essential message in advertising words.

The role itself is to make more than one messages according to addressee

perspectives. Corbett (1990) defines trope as a figure of speech with an

unexpected twist in the meaning of the word used. Also, Leech (1969) adds the

use of tropes is to create the deviation on the semantic level deliberately. The

trope is broken down into 12 types as follows.

2.1.3.2.1 Metaphor and Simile

Metaphor and simile have a similarity which is comparing one word to

another. The metaphor is defined as an implied comparison between two, unlike

nature that has something in common. While a simile is described as an explicit

comparison between two things of unlike nature that yet have something in

common. The words in metaphor comparison without using words “like” or “as”;

meanwhile in the simile is using either “like” or “as” (Corbett, 1990,p. 438).


16

Example [9]: He has a heart of stone

The written bold words indicate that the person is stubborn

(metaphor)

[10]: He is like a wicked sick.

The word like gives an explanation that the person is cruel

2.1.3.2.2 Irony

The irony is included as message carrier to express emotions towards

readers. This device is a powerful way of making a comment about situation and

manipulating reader‟s emotions (Leech, 1969). Irony defined as a statement made

as the opposite of the literal meaning (Corbett, 1990). Therefore, this deviation

may be used to attract the reader‟s mind.

Example [11]: Home Alone We know Kevin is home alone but the thieves

do not!

When the audience or reader knows more about the story than the

characters do.

2.1.3.2.3 Hyperbole

This feature allows the sentence become sound better and more exciting

due to the process of exaggerating the words. It is because the main purpose of

hyperbole itself which should produce a right and memorable note of emphasis

(Leech, 1969). The effect of hyperbole deals with readers‟ personal value and

sentiments (Leech, 1996). Thus, the company may use hyperbole to emphasize the

messages.


17

Example [12]: The most powerful 4-inch.

It indicates the most powerful thing shaped in 4-inch,

2.1.3.2.4 Onomatopoeia

It is described as the use of words which sound echoes a sense (Corbett,

1990). Onomatopoeia imitates the natural sound of things which the sound effect

mimics the thing described. The function of this figure is to help the reader and

also set emotional or ethical tone of the text when they read. (Corbett, 1990).

Example [9]: Strong gongs groaning as the guns boom far (G.K.

Chesterton, Lepanto)

2.1.3.2.5 Litotes

Litotes is an ironic understatement in which an affirmative is expressed by

the negative of its contrary. Usually, litotes is used to show a positive meaning

while using negative statement. In advertising, litotes occasionally use to

deliberate use of understatement not to deceive the value but to enhance the

impressiveness of what is stated (Corbett, 1990).

Example [13]: You won’t be sorry. Has a meaning as you’ll be glad.

2.1.3.2.6 Oxymoron

Oxymoron is a figure of speech which combines two contradictories in a

phrase, clause, and sentence. (Corbett, 1990). By combining those contradictory

sentences to produce a startling effect.


18

Example [14]: Still waking sleep, that is not what is! (William Shakespeare,

Romeo, and Juliet).

2.1.3.2.7 Rhetorical Question

Rhetorical Question is a pattern of words which function is to ask but not

to require an answer (Corbett, 1990). The purpose of this figure is to deny or

assert something obliquely. This figurative device has a strong influence on the

audience (Corbett, 1990, p. 445). Therefore this figure is a good persuasive

method to attract reader‟s attention.

Example [15]: How did this idiot get elected? (Corbett, 1990)

2.1.3.2.8 Periphrasis

According to Corbett (1990), periphrasis is a substitution of a descriptive

word or phrase for proper names for the quality of the associated product. The

proper name is considered as proper nouns in which people already familiar with

the name.

Example [16]: When you’re out of Schlitz, you’re out of beer (Ad slogan for

Schlitz beer).

2.1.3.2.9 Personification

Personification is presenting abstraction and inanimate objects with human

abilities. Personification can give emotional appeals to the words inside

advertising (Corbett, 1990). Many advertisers use this method to add some poetic

message through the words.


19

Example [17]: When well-appeared April on the heel of the limping winter

treads. (Taken from Scene II of Romeo and Juliet).

2.1.3.2.10 Anthimeria

This rhetorical device occurs when the writers do not find any single

word to represent what they want to express. Therefore the writers choose

opposite words to express the intended meaning and purposes. (Corbett, 1990, p.

442).

Example [18]: The thunder would not peace at bidding

(Shakespeare, King Liar, IV, vi, 103).

2.1.3.2.11 Synechoche

Corbett (1990) explains synecdoche as a figure of speech in which a part

stands for the whole or particular. Synecdoche is used on advertisement to

represent the value of a thing with a relatable name of the product. The product

itself will represent something bigger.

Example [19]: Apple for Apple Computer.

2.1.3.2.12 Metonym

According to Corbett (1990) metonym refers to not using formal words

for a subject or object and instead using another word that intricately linked to

the formal name or word. This figure is often to be used since substituting the


20

main word to another which not formal to make a close impression on the

reader.

Example [20]: Land of cowboys for Texas or White House for US

President’s house.

2.2 Reasons for Using Rhetorical Figures in Advertisements

The advertisement has the main purpose to persuade people. Therefore,

employing persuasive words in advertising which attracts people‟s attention is

very essential. Therefore many advertisers use rhetorical figures to enhance the

quality as well to make it more attractive. Mick and McQuarrie (1992) state that

rhetorical figures are deliberately out in sentences, phrases, and clauses to create a

personal touch. Moreover, this method makes the readers remember the

advertisement more easily. Mick and McQuarrie add that another point of

rhetorical figures is to explain how a certain kind of text structures can produce

memorable message or incongruity in the advertisement. Incongruity itself has a

purpose to attract people‟s attention.

Based on the previous study by Tom and Eves (1999), there are four reasons

for using rhetorical figures in advertisements. These are giving persuasive quality,

gaining attention, easing the intended message process, and leading to greater

memorability and recall.


21

2.2.1 Giving Persuasive Quality

Almost every media in advertising uses rhetorical figures in their headlines

to attract the consumers. According to Leigh (1994), the result shows 74%

advertisement employed rhetorical figures in their headlines. Leigh (1994) adds

that rhetorical figures will strengthen the message in result making superior recalls

and persuasion. This idea will conclude a greater long-term persuasive towards

the reader and also give additional meanings based on reader‟s perception.

2.2.2 Gaining Attention

Being persuasive is not the only purpose of using rhetorical figures. Another

important reason is gaining public attention because an advertisement is meant to

be read. According to Tom & Eves (1990), the role of rhetorical figures in gaining

attention is to make the language catchy and noticeable. The extraordinary

language which is catchy can give several content encoding possibilities for the

reader. Another possibility is generating reader‟s memory to easily remember the

words compared to literal or daily language usage.

The advertisement gives freedom to the audience whether people want or

do not want to read it (McQuarrie and Mick, 1992). Therefore to cope with the

situation, the rhetorical device becomes the best solution to make advertising as a

distraction. A clever arrangement of rhetorical figures in the advertisement will be

able to produce positive distraction compared to literal text (p. 427). Therefore, an

inevitable distraction will be produced to gain people attention which will increase

of selling products.


22

2.2.3 Easing Message Process

The more frequent the word is repeated, the easier for people to process the

message (McQuairre & Mick, 1992). Some repetition is intentionally used in

advertising will stronger the persuasive impact of the message. However, the

advertisers should pay attention to excessive repetition. An excessive repetition

causes negative deviation which leads to insufficient information for the reader to

absorb. It occurs when the readers find difficulties to process the message and

mostly happen in tropes since it contains deeper understanding (McQuairre &

Mick, 1992). Therefore, repetition should be given in a proper manner to avoid

excessive distraction which causes the message will not be delivered to the reader.

2.2.4 Leading to Greater Memorability and Recall

The use of rhetorical figures in the advertisement can be interpreted in

many ways by the reader who reads it. The company which employs rhetorical

figures has an aim to produce positive attention toward the brand. (McQuarrie &

Mick, 1992). Therefore, putting rhetorical figures in the advertisement should not

be excessive to avoid multiple interpretations. McQuarrie & Mick (1992) add that

choosing the right rhetorical figures and putting it in the right sentence is a

solution to avoid misinterpretation without making the headline longer. Such as

figure resonance which refers to any rhetorical device which gives emphasis on a

play of an advertisement‟s structure as a result producing an echo or

multiplication of meanings. There are two rhetorical figures which imply

resonance, these are puns and metaphor. Those two rhetorical figures have the


23

ability more than one meaning of a sentence, phrase, and clause. This ability will

create meaning in an advertisement or an echo inside reader‟s mind (McQuarrie &

Mick, 1992). It is stated clearly that rhetorical figures will recall the words from

the advertisement in their memory, however, the message itself cannot be

compromised. Therefore alliteration and assonance are used as mnemonic devices.

The goals of mnemonic devices are to dramatize the product benefits as well as

memorable for the readers (Corbett, 1990). Therefore, the use of rhetorical figures

really helps the target audience to memorize and recall the advertisement

messages.

2.3 Theoretical Framework

The focus of this study is to analyze the use of the rhetorical figure in Apple

website advertisement found in product catalogs. There are two major theories

that help the researcher in conducting the research and answering the research

questions. The main theories are related to advertisement and rhetorical figures,

which are used as a guideline for analyzing data.

Advertisements are texts with an aim to gain reader attention and could be

classified by its characteristic that is giving benefit to the company (Goddard,

1998). In order to be attractive, the advertisers make advertisements with many

strategies. Keegan (2003) adds that the language of advertisements should be

attractive, convincing and persuasive to accomplish the intended purpose. To

answer the first research question, the researcher breakdowns rhetorical figures

traditionally into two major parts namely, scheme and trope (Corbett, 1990).

Based on Vaičenoninė classifications, there are 5 types of schemes and 15 types


24

of tropes based on Corbett‟s classification. Using both of classification, the

researcher aims to find which schemes and tropes of rhetorical figures used in

Apple website advertisement respectively.

For answering the second research question, the researcher uses McQuarrie

& Mick (1992) explanation and reasons of using rhetorical figures in social media

as media advertisement, since the researcher focuses in such online media as

advertisement media since the research is dealing with website advertisement.

Rhetorical figures are described as words in a certain way to convey meaning and

to persuade people. The use of this figure aims to make familiar and leave a

memorable note in reader‟s mind (McQuarrie & Mick, 1992). By putting any

rhetorical figures in advertisements, readers are expected to keep the words in

their mind.


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CHAPTER III

RESEARCH METHODOLOGY

This chapter presents a rationale for the method of this research and

analysis. This chapter comprises six parts, namely research method, research

setting, the instrument and data gathering techniques, the data analysis technique,

and research procedure.

3.1 Research Method

The research is included in a qualitative research. Qualitative research is a

study which investigates the quality of relationship, activities, situations, and

materials. Besides, the data collected are in the forms of descriptive rather than

numerical or statistical data (Frankel & Wallen, 2006).

Ary, et al. (2008) define a qualitative method as a philosophical approach

which is dealing with social reality in form of a narrative report. Those

characteristics are: (1) examines the phenomenon as it is, in rich detail, (2)

flexible and evolves during the study, (3) inductive; which may generate theory,

(4) uses small samples, and (5) uses narrative description and interpretation

(pp.23-25). To be more specific, the researcher used discourse analysis as the

main method of accomplishing this research. The main reason is that the

researcher is dealing with a website and already published.

Discourse analysis method considers how language, spoken or written, enact

social and cultural perspectives and identities (Gee, 2011, p. 1). This method is


26

suitable to analyze the discourse in advertising, political speech, journalistic texts,

or many others which is mostly applied in linguistic. Discourse analysis as a study

of the language used in society has many approaches, such as the content of

discourse, themes of discourse, and many others (Gee, 2011, p. 8). Therefore,

these pragmatic study concerns are at the function of discourse in an advertising

context.

3.2 Research Setting

The researcher conducted this research starting from August 2017 until

January 2018. The researcher took the data source from Apple‟s website from

July,1st 2017 until May, 1

st 2018 at main websites www.Apple.com. The main

reason was that Apple Company would release their new products in early

September and after that, the website advertisement would also change. Thus, the

researcher chose Apple‟s product as the main source for this study. Since this

study does not deal with human interaction and field study, the specific place is

not required in conducting this research.

3.3 Data Source

The researcher chose Apple website since the Apple computer was

consistently rated as no. 1 and considered the world‟s best company by many

magazines (Doughtery, 2011). The researcher found out that Apple Website

would be a good example of rhetorical figures since they were employed strong

messages in their advertisement. Thus, the reason for choosing website was

because, in the digital era, websites are easy to find and can be reached anywhere


27

and anytime. The data used in this research consisted of the newest products of

Apple computer from July 2017. Therefore, the data used in this study was

considered as up to date.

3.4 Research Instruments

In order to obtain valid data in answering the research questions, the

researcher used two different of instruments, namely:

3.4.1 Human Instrument

In qualitative research, the researcher needs a flexible instrument to portray

the complexity of human experience, thus human instrument is needed. Ary,

Jacobs, and Sorensen (2010, p. 424), explain that human can take a role as a valid

instrument. Furthermore, in conducting the research which is part of document

analysis, there is only one major instrument involved, namely the researcher.

Since the researcher is the primary instrument for gathering data, he or she relies

on skill and intuition to find and interpret data from document (Merriam, 2009).

The instrument itself has a meaning as a thing to collect data for the research

(Frankel & Wallen, 2006). From the concepts, the role of human instruments is to

collect or gather the data.

3.4.2 Documents

In order to obtain the data, the researcher used written documents as a source

of the data. Ary, et al., (2002) explain that the documents can be personal, such as

autobiographies, diaries, and letter. Besides the human instrument, the researcher


28

also used documents namely Apple‟s main website issues starting from July 2017.

Those rhetorical figures seen on the website were used as the primary data of the

research.

3.5 Data Gathering Techniques

The data were gathered from Apple website advertisements at

www.apple.com.The researcher observed the data first to make sure that the data

was valid. After knowing that the data was valid, the researcher gathered the data

from the website www.apple.com. After that, the researcher focused on the

advertising sentences or words which contained rhetorical figures in it. The

advertisements were limited to some products namely iPhone, iPad, MacBook,

and Apple Watch.

In gathering the data, the researcher used coding categories as the main

technique. According to Frankel and Warren (2016), applying coding categories is

a technique used in document analysis research. Moreover, the researcher could

determine coding categories to get the data before or during the analysis (p. 485).

In this research, coding was determined from previous studies, knowledge, and

theories related to this research. Figure 3.1 shows how the researcher answered

the first research questions aimed to identify types of rhetorical figures found in

Apple website advertisement.


29

Figure 3.1 Rhetorical figures appeared in Apple Advertisements

No Advertisement words/

sentences

Rhetorical figures

Model Device

1

2

3

Furthermore, the researcher answered the second research question

by analyzing the reasons for using rhetorical figures in Apple website

advertisements based on theory from experts provided in Chapter II.

3.6 Data Analysis Technique

This study employed content analysis as a part of qualitative research.

Therefore, the researcher would observe and investigate the main issue of the

researchers which were the kind of rhetorical figures based on Vaičenoninė‟s

(2006) and Corbett‟s (1990) classifications. First, the researcher asked one

linguistic lecturer to check if the researcher‟s justification and interpretation were

correct. After that, the researcher would review the literature in making in

accordance with the main issues of the topics. Next step was collecting the data

from the downloaded website and doing the document analysis. During analyzing

the data, the researcher would provide some evidence that supports the hypothesis

of the study. Next step, the researcher would interpret the finding and start to


30

make conclusions based on the finding. The last step was reporting the result. The

researcher wrote up the report based on data analysis. The report was not in

numerical data, but in form of words to explain the result of the research. Yet,

numerical data also included making the research more understandable.


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CHAPTER IV

RESEARCH RESULTS AND DISCUSSIONS

This chapter presents the analysis of the study based on research questions

presented in chapter I. The first research question aims to find out which schemes

and tropes of rhetorical figures used in Apple website advertisement. The second

research question aims to find out the reasons for using rhetorical figures used in

Apple website advertisement.

4.1 Types of Rhetorical Figures in Apple Website Advertisements

In analyzing the data, the researcher used the classification of Vaičenoninė

(2006) and Corbett (1990). According to their classification, there are 18 types of

rhetorical figures which are divided into two main categories, namely schemes

and tropes. Schemes by Vaičenoninė (2006) can be broken-down into repetition,

enumeration and synonymy, ellipsis, preterition, polysemy, and wordplay.

Meanwhile, Corbett (1990) has classified tropes into metaphor and simile, irony,

hyperbole, onomatopoeia, litotes, oxymoron, rhetorical question, periphrasis,

personification, anthimeria, synecdoche, and metonym. This research found that

there were 10 types of rhetorical figures used in Apple website Advertisement

issued in July 2017. Those rhetorical figures were repetition, enumeration,

synonymy, polysemy, wordplay, hyperbole, metaphor, periphrasis,

personification, and simile. The rhetorical figures which were used in Apple

website advertisements could be seen in Figure 4.1


32

Figure 4.1 The Use of Rhetorical Figures Used in Apple Website Advertisements

Rhetorical Figures Frequency Percentage

Repetition

Enumeration

Synonymy

Polysemy

Wordplay

Hyperbole

Metaphor

Periphrasis

Personification

Simile

32

7

5

3

4

15

13

8

8

2

33%

7.2%

5.2%

3.1%

4.2%

15.4%

13.4%

8.2%

8.2%

2.1%

Total 97

4.1.1 Repetition

The first rhetorical figures seen on Apple Website are repetition.

Repetition is defined as figures that repeatedly use words, sounds, and syllable

more than once in order to intensify words, which creates a greater memorability

(Vaičenoninė, 2006). In this research, 30 repetitions in total included repetition of

sounds, syllables, and keywords were found in Apple website advertisement. The

following are the sentences that employed repetition in rhetorical figures.

[1] Anything you can do, you can do better.

[2] Connect to everything you love. Anywhere you go.

[3] More responsive keyboard. More expansive trackpad.


33

The example [1] employed repetition of rhetorical figures including the

repetition of sounds, syllable, and keywords. The word „you can do‟ was repeated

twice to intensify the words as well as the messages. The advertiser also tried to

give a specific message, which referred to the consumers, by giving the repetition

of syllable and keyword which was the word „you‟, which could be seen on

example [2] and [3]. The advertiser used repetition at the exact same order on

example [3], at the word „more‟ to create the illusion of superlative as well as

determiner which modify word „responsive‟ and „expansive‟. The idea was to

make the advertisement seemed to be appealing and organized which was caused

the sentences were easy to remember and memorable for the consumers.

The repetition on example [1], [2], and [3] repeated the exact same words.

Hawkins and Mothersbaugh (2013) explained that the reader‟s ability to

memorize advertisements words are very low, therefore the advertisers often

repeat the messages to build sufficiently elaborate memories to facilitate retrieval.

By repeating the selected positive words such as „more‟ and „can‟ in this case, it

will stimuli reader attentions‟ which created sentimental value and hopefully be

able to flash upon readers‟ mind.

The word „more‟ was repeated twice for example [3] had a meaning as

something that already developed and became better. The advertiser tried to

intensify the words „more‟ by using repetition referred to the renewed device

capability. The words „more‟ in „more responsive keyboard‟ had literal meaning

becoming better at the response, so did the same meaning of the word ‟more


34

expansive trackpad‟. Those words were repeated to show to the consumers not

only to make the advertising seems appealing but also easy to remember.

4.1.2 Enumeration

The second rhetorical figures seen in Apple website advertisement was an

enumeration. Enumeration is described as kind of repetition by summarizing the

positive or negative values to create the illusion of quality and superiority

(Vaičenoninė, 2006). In this research, the researcher found seven enumerations

from Apple advertisements in some various advertising products. The following

are enumerations found in Apple website advertisements.

[4] A big step for small.

[5] Mighty. Small.

[6] Powerfully petite.

The advertiser employed enumeration barely to show the quality and the

superiority of the Apple‟s products. On the example number [4], it was known as

iPhone SE advertisement. iPhone SE stands for iPhone special edition, a small-

sized smartphone from Apple that carried the latest specifications. Normally, the

latest iPhone had bigger body and screen ratio, but iPhone SE was created for

people who loved a small phone with the latest performance of an iPhone. The

enumeration was employed by the advertiser to show off the power of iPhone SE.

By choosing adjectives in contrary, in this case, were big and small which had

meanings in word big described as the enormous power that phone had, and word

small described as smaller body compared to others iPhone. The illusion of


35

enumerations was wonderfully organized to attract the readers by creating the

illusion and twist of measurements by saying the contradictive words to describe

the quality. As it was said that iPhone SE was something big, in a small size.

The example [5] was similar to the example [4]. It was taken from iPad

mini generation 4 which was the latest generation of Apple technology. „Mighty.

Small‟ both are two different words consist of positive-negative in measurement.

Mighty is described as something greater than big and fused with word „small‟

which was something that you could lift or hold easily. The advertiser created the

rhetorical sentence to create a message that iPad mini was a smaller size of regular

iPads, but it was superior to the mighty one. The entire quality of the product,

which was small and powerful, was created by creating the illusion with two

words with a twist of measurements in it. The example [6] showed that

enumeration was not always a positive or negative value, but it might use

contradictive words to show the illusion of quality by comparing to the other

words. The word „powerful‟ usually indicated something which contained a lot of

power, harsh, and dominating from root „power‟. Meanwhile petite referred to

something small or a woman with the attractively dainty build. The advertiser

chose the word carefully to describe the beauty of the machine with monster

quality inside.


36

4.1.3 Synonymy

Synonymy is a positive or evaluative description to create the illusion of

quality, prestige, and superiority (Vaičenoninė, 2006). Apple advertisers employ

synonymy of rhetorical figures in order to explain to the reader that their products

are prestige and superior. Inside the research, five sentences containing synonymy

were found. The following are the examples of synonymy found in Apple website

advertisements.

[7] Ridiculously light. Seriously thin.

[8] The most powerful and versatile port ever.

[9] Vega graphics. The beast behind beauty. Retina 5k display.

Hold on to your pixels.

The advertisement words, which were employed rhetorical figure

synonymy on example [7], will give the illusion of quality by convincing the

reader by repeating the message on the different words. The first statement on

example [7] already told the readers that the product was light. But, it was

repeated by the second statement by the words „thin‟ which had the same meaning

as something which contained less weight. The illusion itself, not only to make

the advertisement words become catchy but also tried to convince the reader by

the illusion given of different words with the same meaning that the products were

easy to carry one way or another. On the example [8] the statement of synonymy

was employed to give the quality description of the products. The word „powerful‟

was used to gain reader mindset how superior their products were, after that it was


37

combined by words „versatile‟ which had a meaning as the capability of doing a

lot of things. The words powerful and versatile were having the same idea about

being superior above the others. Those words once again were chosen by the

advertisers to convince and deliver the intended purpose of how good their

products are. As explained that synonymy was a positive or evaluative description

to create the illusion of quality, prestige, and superiority (Vaičenoninė, 2006).

For example [9], the advertisers wanted to explain all about the quality of

the image that the computer could produce. Talking about quality, the advertiser

chose some words that described the graphics quality. The first-word „vega

graphic‟ was chosen to describe the model which was known as the high-end

model from one of the computer manufacturers. „The beast behind the beauty‟ had

a meaning as the description of the quality performance that „vega graphic‟ could

produce. The word „the beast‟ was describing the synonymy of the powerfulness

of high-end models. Meanwhile, the word „the beauty‟ was talking about the

quality of the graphic itself which was known that the better machine, would

produce the higher quality of the graphics. „Retina 5k display‟ described the

capability of the machine that could run in the 5k resolution which was not all the

machine could have done it. The word „pixels‟ on the last statement had

correlation meaning with the previous word „retina‟ which was part of the eye.

Apple described that „retina‟ of the eye is the most natural and greatest thing that

God created to catch every image in life. Meanwhile „pixel‟ was the measurement

of any images and known as the more pixels it had, the better image it produced.

Just like the „retina‟ which holds so many „pixels‟ in life. Therefore, synonymy


38

had a big role in creating reader imaginations by telling a thing in so many

different words.

4.1.4 Polysemy

Polysemy was also found in apple website advertisements as a comic play

on words which have more than one meaning. Korčák (2012) states that polysemy

is suitable for making witty and memorable words. Vaičenoninė (2006) also adds

that polysemy has a dominant function to create an aesthetic feeling which

contributes to the memorability of advertisement messages. The strong

composition of polysemy will touch reader‟s attention and keep the implicit

messages in mind. The following are examples of polysemy found in Apple

website advertisements.

[10] Wireless charging for the wireless world.

[11] Makes a splash. Take a splash.

The words polysemy for example [10] had given more than one possible

meaning to explain the word „wireless‟. The advertisers chose some adjectives to

describe the advantages by having their products. Polysemy is a comic play on

words which have more than one meaning (Goddard, 2003). Basically, wireless

as an adjective had a definition as using the radio to transmit signals, meanwhile

charging as a verb had a meaning as restoring electrical energy and at this era, the

capability in charging a smartphone without the cable plugged inside was already

invented. Therefore, the word „wireless charging‟ was something that can be

interpreted as the way to restore phone‟s battery without any cables plugged. The


39

second meaning of wireless as an adjective in word „wireless world‟ could be

interpreted as globalization era when everything is connected without any

boundaries and it is the fast-paced world. The polysemy messages which the

advertiser wanted to deliver in word „wireless‟ was telling the reader about the

quality of the phone is doing some sophisticated things by minimalizing troubles

when everything is needed to be fast in this era.

On example [11] both of words „splash‟ were a noun with a different

meaning. Splash as noun commonly had a meaning as a sound made by something

striking or falling into liquid. On the other way, the word „splash‟ also had a

meaning as striking, exciting effect, or an event. Both of them used the same

words but contained different meaning depending on the context. The advertiser

chose the word „splash‟ to give some aesthetic feelings and try to get the attention

toward the readers. It was explained that the sentence was describing the product‟s

new capability which is a water-resistant phone. All the idea was to show the

world the new phone‟s ability, and without compromising the product‟s quality.

By giving an aesthetic touch on the sentences, the word „splash‟ becomes the key

of dual meanings. The first meaning was to make something exciting by using the

phone and no need to worry about water by taking „splash‟.

4.1.5 Wordplay

Vaičenoninė (2006) explains wordplay as a composition that results of

rhyming words. Wordplay is also categorized as repetition at the ending sound of

words. Wordplay is employed to give an echoed and memorable sound for the


40

readers. The researcher founds six wordplays from the data listed. The following

are the examples of the wordplay in Apple website advertisements.

[12] Power. Structure.

[13] Radical. Yet completely logical.

[14] Messages. Get to apps with fewer taps.

Wordplay [12] repeated the sound /-er/ at the end of the word „power‟ and

„structure‟. The same issue at example [13] when the sound /-cal/ were repeated at

the end of words „radical‟ and „logical‟ to give a rhyming sound when it is read.

For example [14], wordplay is employed at words with only one syllable. The

word „apps‟ and „taps‟ were similar and both of them were pronounced with

sound /-eps/ at the ending. Attractively, the rhyming sound became the main key

to draw reader‟s attention.

4.1.6 Hyperbole

Hyperbole is categorized as trope which has a function of making the

sentence more exciting due to the process of exaggerating something. The main

purpose of hyperbole is to produce the right and memorable word which causes a

note of emphasis and leading to personal value and sentiments (Leech, 1969).

Based on the findings, there were 15 advertisements which employed hyperbole

on Apple website advertisements. The hyperbole can be seen for example [15],

[16], and [17].

[15] It’s all screen.

[16] An iPhone formed from glass.


41

[17] More powerful than most PC laptops.

Example [15] employed hyperbole overall advertisement sentences. By

interpreting the sentence „it‟s all screen‟, it does not mean that the part of the

devices is literally screen. The advertiser wanted to emphasize the word „screen‟

by promoting the latest smartphone from Apple which consisted larger screen to

body ratio from edge to edge. The same occasion example [16], the advertiser

employed hyperbole on sentence „formed from the glass‟ to emphasize the new

product‟s feature.

On example [17], the advertiser tried to elevate the product‟s performance

by emphasizing the product with hyperbole sentence „powerful than most PC

laptops‟. It was interpreted as hyperbole because the machine of tablet PC might

have better performance compared to low-grade PC laptops, but not the high-end

ones.

4.1.7 Metaphor

Corbett (1990) defines metaphor as an implied comparison between two,

unlike natures that have something in common. The metaphor in advertisement

has a purpose to create reader‟s imagination and making the word of

advertisement become more attractive. In the Apple website advertisements, there

were 13 sentences which contain metaphor in it.

[18] Apple pencil. Now even sharper.

[19] Speed-of-the-art.

[20] Siri. Naturally, more helpful.


42

In describing the new product, the advertiser tried to make the reader think

in mind the outline of the improvements. By employing the metaphorical words,

emotion related to the improvement would be given. To give further explanation,

see picture 4.1 below.

Picture 4.1 Apple Pencil

Taken from https://www.apple.com/apple-pencil/

As could be seen in picture 4.1, apple pencil was not literally a pencil, but

it was a device part of Apple tablet PC named iPad Pro. The metaphorical figure

was employed for example [18] to describe the improvement from the previous

version. Apple pencil could not be sharpened like a usual pencil but the advertiser

gave a metaphorical quality by saying that the pencil was sharper. A sharper

pencil could be interpreted as something that renewed and ready to ease the user

for doing any job. Because the sharper the pencil was, the more useful it was. On

example [19] the advertiser implied that the product was described as an art.

Example [19] was taken from the latest Apple‟s laptop named MacBook Pro. It


43

was the most powerful laptop from Apple that had been said as a masterpiece so

that the advertiser describe it as an art. The word „speed‟ is describing the

performance of MacBook Pro.

Example [20] employs metaphor inside the word „naturally‟ and being

„more helpful‟. The word „naturally‟ was connected as being born from nature or

as something that may be expected. The word „more helpful‟ was connected with

better quality. The word „helpful‟ was described as a human quality that able to

help. Siri was a voice assistant from Apple computer with the intended purpose to

ease and help the Apple user. The advertiser wants to give the message to the

reader that latest version of Siri which was more human and ready to give new

user experience.

4.1.8 Periphrasis

Corbett (1990) explains periphrasis is a given figure in substituting of a

descriptive word or phrase for proper names for the quality of the associated

product and the name is considered as proper nouns because the audience is

already familiar with the product‟s name. Inside the advertisement, eight

advertising sentences were found which employed periphrasis. The advertiser

employs periphrasis to promote their product by saying the name product directly

to the advertisers. The following are the example of periphrasis in Apple website

advertisements.

[21] Siri. Your wish is its command.

[22] A giant step for iPhone.


44

[23] A retina display that takes everything to the edge.

Examples [21], [22], and [23] all employ periphrasis word without a

longer explanation given. The word „Siri‟ was a representative for Apple voice

assistant. The words „iPhone‟ and „Retina display‟ respectively were

representative of Apple smartphone and Apple standardized graphics quality.

4.1.9 Personification

To give emotional appeals to the words of advertising, presenting

abstraction and inanimate object into a human being is employed and it is called

as personification (Corbett, 1990). The purpose is to make the word of

advertisement become poetic and can attract the audience. The researcher found

eight personifications inside Apple website advertisement. These are the examples

of the sentences which employ personification.

[24] Apps that help you more every day.

[25] Speaker that speaks for themselves. Loudly.

The personification appears on word „help‟ for example [24] has the main

function as a verb which was interpreted as human capability in doing some help

to ease user activity. On example [25] the human ability was indicated on words

„speaks‟ and word „themselves‟. As a common knowledge, a speaker would

produce sound, but poetically the advertiser used word “speaks” as if it could

speak as a human being. The advertiser also added the word „themselves‟ to

indicate the speakers as a bunch of living beings. Neither the apps nor the speaker

had the real capability of doing such as thing as the advertiser had written. The


45

idea was to attract the audience and giving the illusion of art by saying, those

devices are more likely have human abilities.

4.1.10 Simile

Corbett (1990) describes simile as an explicit comparison between two

things, unlike nature that have something in common. To distinguish between

simile and metaphor, simile uses a word like or as to compare one word to

another. Two similes were found in the research of Apple website advertisement.

[26] You‟ve never seen anything like it.

[27] iOS 11. It‟s why there‟s nothing else like an iPhone.

On example [26] the advertisement word was taken from product an iPad

Pro, known as Apple‟s tablet PC. The word „it‟ here, was a representative of the

product identity. To make the comparison as the others tablet PCs, the conjunction

„like‟ was used with a function as the reference to a thing of the same kind

products. The illusion of simile was given when the whole sentence was read as

one especially on the word „anything like it‟. When word „anything‟ was

interpreted as the other competitor connected with the conjunction „like‟ as the

main comparison explicitly, ended with the word „it‟ to state the iPad Pro.

On example [27] the advertiser clearly stated the superiority of Apple

product by pointing the exclusive operating system which they have. The word

„like‟ was pointing to the explicit meaning that no devices have this kind of

operating system but their smartphone which was the iPhone. The word „like‟ was


46

comparing at the word „there‟ as interpreted as other Apple‟s smartphone device

and word „iPhone‟ as interpreted as Apple‟s smartphone.

4.2 Reasons for Using Rhetorical Figures in Apple Website Advertising

Arens (2006) explains the nature of advertisement is to persuade the

audiences. Therefore, the rhetorical figures are employed to be the successor in

reaching the main purposes. Those purposes which already stated in chapter II, are

giving persuasive quality, gaining attention, easing the messages process, and

leading to greater memorability recall. The researcher has found all of those

reasons in Apple website advertisement and explained as follows.

4.2.1 Giving Persuasive Quality

There are so many advertisings which use media. Some companies are

competing with each other to gain the audiences, so that rhetorical figures are

employed. Leigh (1994) explains that rhetorical figures will stronger the message

in result making superior recalls and persuasion. From Apple Company, they are

employing some rhetorical figures such as hyperbole, metaphor, and periphrasis.

Periphrasis had given a stronger message in promoting the company‟s

products. By saying an iPhone, iPad, and MacBook, the quality in representing the

most used devices across the world were automatically promoted to the audiences.

The use of periphrasis would provide a persuasive message toward the audiences

as the products known to be a good quality and it would lead to the purchase of

goods.


47

The persuasiveness of words also could be found in words which are

containing hyperbole in it. The nature of hyperbole as rhetorical figure is to add

the value by process of words exaggeration. Leech (1969) explains that by

emphasizing the words that given to the audiences, it will lead to memorability.

As an example [16] „An iPhone formed from glass’ the hyperbole words formed

from glass giving illusion of persuasive to the audiences as if the device was made

of the glass. The emphasis word „glass‟ was made to be attractive by adding the

positive value of glass which was opposing the nature of electronic devices. The

deviation words will attract the audience by giving catchy words and leading to

personal value and sentiments.

The figure of metaphor similarly also added the quality of persuasiveness.

As on example in promoting the new company‟s product named iPad pro. [18]

Apple pencil. Now even sharper. In persuading the reader, the company tries to

convince the reader that their new Apple Pencil could ease the user to do more

from the previous one. Metaphorically, the expression aims to give the faith to the

reader about how good their new sophisticated products are. Based on all

explanation above, it is concluded that Apple Website Advertisement uses

rhetorical figures to give persuasive effect to the consumers.

4.2.2 Gaining Attention

Besides being persuasive, gaining the audience is also an important reason

for any advertisements. The main reason because people has the freedom to read

or not, depending on their own will. So that the rhetorical figures are employed to

gain the attention. Tom & Eves (1990) explain the role of rhetorical figures in


48

gaining attention is to make the language catchy and noticeable. The catchy words

can give several meaning possibilities for the reader. The other one is generating

reader‟s memory to make the advertisements easily to remember the words

compared to daily language usage. Therefore, to achieve the goal of making the

advertisements as interesting as possible, some rhetorical figures are employed.

Since the study did not employ experiment and survey research towards

some advertisements to the ones which using and not using rhetorical figures, the

researcher could not serve the data. Moreover to prove the employment of

rhetorical figures in the advertisement was beyond the scope of this study and the

process will need statistic data to compare the selling products with the rhetorical

one and the one not using it at all. Though, Tom and Eves (1990) have done the

study and find that the rhetorical figures give better performance in attracting the

audiences compared to the one which not employ any of them. The audience

enthusiasm to buy the product is bigger when the advertisement is containing

rhetorical figures in it.

4.2.3 Easing Message Process

The other reasons for using rhetorical figures in the advertisement are

easing message process. The most effective way of delivering the message of

advertisements is by repetition. By nature, repetition in advertisement has a

purpose to intensify the messages (Fahnestock, 2011). The reason when people

are reading it by the glimpse, it is hard for them to remember the words. Thus, to

make the message is delivered well, the advertisers repeat the message to build

sufficiently elaborate memory retrieval (Hawkins and Mothersbaugh, 2013). In


49

this research, 30 repetitions were found. Those repetitions included repetition of

sounds, syllable, and words. It can be concluded that Apple Company uses

repetition to ease the messages for the reader.

As found in example [3] which employed the repetition of syllables, it

repeated the word „more‟ on sentence „More responsive keyboard. More

expansive trackpad‟. The advertiser tried to emphasis word more as an indication

of quality improvement on the product. The word more would help the audience

to understand the message that the product already improved and was better from

the previous one. The same case also happened on example [10] which employed

polysemy on word wireless as an indication of the modern era. In those sentences,

the advertiser repeated word wireless to give an easier interpretation for the

reader. Polysemy has a dominant function to contribute memorability messages of

advertisement (Vaičenoninė, 2006). Therefore by repeating the keyword, it would

help the reader to remember and lead into understanding.

However, the advertisers should pay attention to excessive repetition. An

excessive repetition causes negative deviation which leads into the bias of

information for the reader to absorb. Too much repetition will difficult the

process of the implied message (McQuairre & Mick, 1992). Therefore, repetition

should be given in a proper manner, by repeating the most effective word to avoid

excessive distraction which causes the message will not be delivered to the reader.

4.2.4 Leading to Greater Memorability and Recall

In order to make greater memorability and recall, there are two kinds of

rhetorical figures which are suited to help the audience remember as well giving


50

positive attitudes. Those rhetorical are metaphor and wordplay. According to

McQuarrie & Mick (1992), those two rhetorical figures have the ability to create

emphasis on a play of an advertisement‟s structure as a result producing an echo

or multiplication of meanings and lead into the creation of meaning in an

advertisement or an echo inside reader‟s mind. The advertisement [18] proved

how rhetorical figure of metaphor created multiple interpretations of meaning on

sentence now even sharper. The first meaning was associated with the ability to

do better. The audience might have the understanding that the device is more

sophisticated and have the capability to do more. Another meaning, the sentence

now even sharper represented the nature of pencil which is in the good condition

to use.

Another figure as stated in the explanation above is wordplay.

Vaičenoninė (2006) adds that the wordplay ability can emphasize the message by

giving the rhyming sound in the words which are causing memory recall. Thus the

example [12] which was written „Power. Structure.’ the reader got the possibility

to recall from the repetition of sound /-er/ on the end of words power and

structure. Both figures were able to make the audience remember the word of

advertisement easily by giving the repetition of sounds and the word which

carried multiple meanings.


51

CHAPTER V

CONCLUSIONS, IMPLICATIONS, AND RECOMMENDATIONS

This chapter summarizes the major findings of the research and presents

their limitations of the research. Moreover, on this chapter also contains the

recommendation for the future research and current practice.

5.1 Conclusions

After the researcher had finished analyzed the data on Chapter IV, the

researcher came to the conclusions of the research. There were two formulated

questions that are needed to answer. The first question was devoted to find out the

scheme and trope of rhetorical figures inside Apple website advertisement. The

second question was to know the reasons for using the rhetorical figures in the

Apple advertisement website. Both questions were referred to data of Apple

Website Advertisement issued on July 1st, 2017.

Moreover, the researcher found there were 10 types of rhetorical figures

found in Apple Website Advertisement issued on July 1st, 2017. Those rhetorical

figures were repetition, enumeration. Synonymy, polysemy, wordplay, hyperbole,

metaphor, periphrasis, personification, and simile. The most used rhetorical in

Apple website advertisement was repetition, which was 30 repetitions, followed

by hyperbole which appeared 15 times and followed by a metaphor which was 13

times.

In addition, the researcher found that there were four main reasons related

from the previous study for using rhetorical figures in the data. The advertiser


52

employed rhetorical figures in order to give persuasive quality. The second was to

gain the attention. Followed by easing the message process on the third reason.

And the last but not least was lead to greater memorability and recall.

5.2 Implications

The English Language Education Study Program or known as ELESP of

Sanata Dharma University has a study course namely creative writing which

focuses on studying languages in relation to social factors. The lecturers could use

rhetorical figures as the media for teaching purpose since part of tropes and

schemes become the study of the figure of speech. The advertisement might

become innovative and creative media to reinforce the students‟ willingness in

learning the subject. Students might find something new through the

advertisement media as a topic of learning. Moreover, using advertisement as

teaching materials enables students to dig more some vocabularies.

Moreover, ELESP has an annual conference which involves students,

teachers, and lecturers from around places. The committee who are students or

lecturers might use the knowledge in making a good advertisement language in

order to attract more audiences. Using good advertisement words can attract more

audience and lead to the quality improvement.


53

5.3 Recommendations

After conducting the research, the researcher has some recommendations. The

recommendations are addressed to future researcher and advertisers. The

recommendations could be a reference from the researcher‟s perspective.

5.3.1 Advertisers

This research expects to be beneficial for the advertisers. By learning the

rhetorical figures in the advertisement, the advertisers might understand the

important role in composing the advertisement words by using some rhetorical

figures in it. According to the previous study by the expert, rhetorical figures

considered as the best solution in persuading the audiences. Moreover, it makes

the advertisement more interesting to read. Since the company is competing for

each other, this study provides many ways of promoting using language which

gives an innovative or original idea. For the one who new in the language of

advertisement, rhetorical figures might help as the idea to make the word of

advertisement become more effective.

5.3.2 Future Researchers

This research only focuses on rhetorical figures which appeared in website

advertisement from Apple company. The researcher suggests the future

researchers conduct the similar research related to advertising language in

different online media or written one in order to find other types of rhetorical

figures in such advertisement media.


54

REFERENCES

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York: Oxford University Press.

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55.


56

Appendices

APPENDICES


57

Appendix 1. The Table of Rhetorical Figures in Apple Advertisement

Website

The Table of Rhetorical Figures in Apple Website Advertisement


sentences

Rhetorical figures

Model Device

1 A giant step for iPhone. periphrasis iPhone X Smartphone

2 Life is easier1 on iPhone

2. Metaphor

1,

periphrasis2

iPhone X Smartphone

3 It’s all screen. Hyperbole iPhone X Smartphone

4 A revolution in recognition. Repetition of syllable iPhone X Smartphone

5 Front facing forward

thinking.

Repetition of syllable iPhone X Smartphone

6 A superhuman intelligence. Metaphor iPhone X Smartphone

7 Wireless1,2

charging for

wireless1,2

world.

Repetition, polysemy iPhone X Smartphone


58


sentences

Rhetorical figures

Model Device

8 An iPhone formed from

glass.

Hyperbole iPhone 8 Smartphone

9 Everything looks brilliant

and vibrant.

Repetition of syllable iPhone 8 Smartphone

10 Makes a splash1, 2

. Take a

splash1, 2

.

Repetition of words,

polysemy

iPhone 7 Smartphone

11 An entirely1 new camera

enters1, 2

the picture.

Repetition of words1,

personification2

iPhone 7 Smartphone

12 The brightest1, most

colorful1 iPhone

2 display

yet.

Hyperbole1,

periphrasis2

iPhone 7 Smartphone

13 A big step for small. Enumeration iPhone

SE

Smartphone

14 A beloved design. Now with

more love.

Repetition of syllable iPhone

SE

Smartphone

15 The most powerful 4-inch

phone ever.

Hyperbole iPhone

SE

Smartphone


59


sentences

Rhetorical figures

Model Device

16 The only camera you‟ll ever

need.

Hyperbole iPhone

SE

Smartphone

17 Advanced security. Right at

your finger tip.

Metaphor iPhone

SE

Smartphone

18 Anything you can do, you

can do better.

Repetition of words iPad Pro Tablet PC

19 More powerful than most

PC laptops.

Hyperbole iPad Pro Tablet PC

20 The world’s1 most

advanced2 display on the

planet1.

Synonymy1,

Hyperbole2

iPad Pro Tablet PC

21 You‟ve never seen or felt

anything like it.

Simile iPad Pro Tablet PC

22 Even more to meet the eye. Hyperbole iPad Pro Tablet PC

23 Apple pencil. Now even

sharper.

Metaphor iPad Pro Tablet PC


60


sentences

Rhetorical figures

Model Device

24 Brilliant1,2

display.

Brilliant1,2

size.


polysemy2

iPad Pro Tablet PC

25 Unlock, sign in, and buy

with a touch.

Metaphor iPad Pro Tablet PC

26 Built to go places. Personification iPad Pro Tablet PC

27 Speedy surfing and

streaming

Repetition of syllable iPad Pro Tablet PC

28 Mighty. Small. Enumeration iPad Mini

4

Tablet PC

29 Ridiculously light. Seriously

thin

synonymy iPad Mini

4

Tablet PC

30 Power that’s anything1 but

mini2

Hyperbole1,

Periphrasis2

iPad Mini

4

Tablet PC

31 Light. Years ahead. Metaphor MacBook Computer

32 More muscle in every

millimeter

Hyperbole MacBook Computer


61


sentences

Rhetorical figures

Model Device

33 We squeezed into it and out

of it.

Enumeration MacBook Computer

34 A retina display that takes

everything to the edge.

periphrasis MacBook Computer

35 Connect to everything you

love. Anywhere you go.

Repetition of words MacBook Computer

36 Fully equipped for a wireless

world.

Metaphor MacBook Computer

37 Make big things happen.

All day long.

Hyperbole MacBook

Air

Computer

38 Thin. Light. Powerful. And

ready for anything.

Synonymy MacBook

Air

Computer

39 Speed-of-the-art. Metaphor MacBook

Pro

Computer

40 Speakers1 that speaks

1,2 for

themselves. Loudly


Personification2

MacBook

Pro

Computer


62


sentences

Rhetorical figures

Model Device

41 More responsive keyboard.

More expansive trackpad.

Repetition of words MacBook

Pro

Computer

42 The most powerful and

versatile port ever.

Synonymy MacBook

Pro

Computer

43 Think fast. We did. Personification iMac Computer

44 Graphic that render1 you

speechless1. Accelerate

2

your every move2.

Personification1.

Hyperbole2

iMac Computer

45 Brighter than ever. More

color than ever. The color

you shot is the color you see.

Repetition of words iMac Computer

46 Rechargeable. Remarkable. Repetition of syllable iMac Computer

47 Power to the pro1. 18 cores

in an iMac1. No

2, that‟s not a

typo2

Periphrasis1.

Wordplay2.

iMac Pro Computer


63


sentences

Rhetorical figures

Model Device

48 Vega graphics. The beast

behind beauty. Retina 5k

display. Hold on to your

pixels.

Synonymy iMac Pro Computer

49 Power. Structure. Wordplay Mac Pro Computer

50 Expansion vastly expanded. Repetition of syllable Mac Pro Computer

51 Radical. Yet completely

logical.

Wordplay Mac Pro Computer

52 It‟s a mini in a massive way. Enumeration Mac Mini Computer

53 Powerfully petite. Enumeration Mac Mini Computer

54 Apps that can change your

world,

Hyperbole iOS Operating

Systems

55 More essential everyday

essentials.

Repetition of words iOS Operating

Systems

56 Live photos. Livelier than

ever

Repetition of syllable iOS Operating

System


64


sentences

Rhetorical figures

Model Device

57 Messages. Get to apps with

fewer taps.

Repetition of sound iOS Operating

System

58 Siri1. Naturally, more

helpful2.

Periphrasis1,

Metaphor2

iOS Operating

System

59 Smarter about you. Smarter

for you

Repetition of words iOS Operating

System

60 AirPlay21. Home, sweet

sounding home2.

Periphrasis1.

Metaphor2

iOS Operating

System

61 Do not disturb. When you‟re

driving, just drive.

Repetition of syllable iOS Operating

System

62 Maps. Stay on course.

Indoors and out.

Enumeration iOS Operating

System

63 QuickType1 keyboard.

Type1 with one hand tied

behind your back2.

Repetition1,

Metaphor2

iOS Operating

System


65


sentences

Rhetorical figures

Model Device

64 iOS 11. It‟s why there‟s

nothing else like an iPhone

Simile iOS Operating

System

65 Apps that help you more

every day.

Personification. iOS Operating

System

66 Siri. Your wish is its

command.

Periphrasis. iOS Operating

System

67 More intuitive. More

intelligent. More you.

Repetition of words Watch

OS

Operating

System

68 Knows1 you better

2. So it

can push you further2.

Personification1,

Wordplay2

Watch

OS

Operating

System

69 Elevates the moment.

Anticipates the next.

Enumeration Watch

OS

Operating

System

70 Photos. More ways to edit.

More ways to organize.

More ways to wow.

Repetition of words Mac OS Operating

System


66


sentences

Rhetorical figures

Model Device

71 The features you love. Now

with more to love.

Repetition of words Mac OS Operating

System

72 Cashless made effortless Repetition of syllable Apple

Pay

Operating

System

73 Wireless. Effortless.

Magical.

Repetition of syllable AirPod Accessories

74 Perfect running partner

just got better.

Metaphor Watch

nike+

Smart

Watch

75 Know your runs. Run in

good spirit.

Personification Watch

nike+

Smart

Watch

76 Uniquely elegant. Brilliantly

scratch-resistant

Repetition of syllable Watch

edition

Smart

Watch


67

Appendix 2: Samples of Advertisements

Samples of Advertisements

REPETITION

https://www.apple.com/macbook/

ENUMERATION

https://www.apple.com/iphone-se/


https://www.apple.com/iphone-se/

68

SYNONYMY

https://www.apple.com/ipad-mini-4/

POLYSEMY

https://www.apple.com/iphone-x/

WORDPLAY

https://www.apple.com/ios/ios-11/


https://www.apple.com/iphone-x/

https://www.apple.com/ios/ios-11/

69

HYPERBOLE

https://www.apple.com/iphone-8/

METAPHOR

https://www.apple.com/macbook-pro/


https://www.apple.com/iphone-8/

https://www.apple.com/macbook-pro/

70

PERIPHRASIS

https://www.apple.com/ipad-mini-4/

PERSONIFICATIONS

https://www.apple.com/imac/

SIMILE

https://www.apple.com/ipad-pro/
