The next picture is a commercial of the brand "Lucky Strike", an old brand of cigarettes. According to the tools from the paper of McQuarrie, E.F. & Mick, D.G. (1996)(see appendix 3), we find three non-figurative headlines :
• A direct linkage of product and attributes: "Its roasted" as the cigarettes where usually dried in the sun.
• A direct linkage of product and situation: "20,679 physicians say "Luckies" are less irritating"
• A direct naming: "Luckies"
To these non-figurative headlines, we add some figurative ones formed by rhetorical operations.
When we read the advertisement out loud, the sound "S" that could refer to the word "cigarette" is very present. This is an alliteration which is a rhetorical operation.
A Parison by repeating the word "against" in "Your throat protection against irritation, against a cough." In order to make parallelism between irritation and cough.
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This advertisement tries to put the Lucky Strike cigarettes above their competitors by telling people that they are less irritating. On the scheme seen in class (see appendix 5), the Lucky Strike advertisement is playing on the “Credibility “ of its message. The use the picture of a physician handing the cigarettes in order to get the trust of the customers and makes it even more