Rhetorical devices on a phonological level
In this section those rhetorical devices will be demonstrated through slogans that are happening on a phonological level, this means that these rhetorical devices are playing with the sounds in the language. For this reason, from an advertising point of view, rhetorical devices on a phonological level might be the most important linguistic means to make advertising slogans, because as Leech (1966) put it, “phonological schemes help to make striking and memorable pieces of language. There is a ‘ritualistic’ quality to them, which makes people want to repeat them, … and this is when a slogan catches on with the general public” (p. 189).
Alliteration – the most common of rhetorical devices found in advertising slogans, presumably because it creates a sort of rhyming effect without actual rhyme and little work put into making it. By definition, alliteration is “also known as head rhyme or initial rhyme, the repetition of the same sounds – usually initial consonants … - in any sequence of neighboring words”
…show more content…
20). The best a man can get (Gilette)
Cacophony/Dissonance –
Consonance –
Elision –
Euphony –
Onomatopoeia – “the use of words that seem to imitate the sounds they refer to or any combination of words in which the sound gives the impression of echoing the sense” (Baldick, 1990, p. 176). Snap! Crackle! Pop! (Kellogg’s), Zoom, zoom, zoom (Mazda), M'm! M'm! Good! (Campbell's Soup).
Rhyme – “the repetition of ending sounds …, the similarity of all the last sounds of two words, from the ending of the last stressed syllable on” (Myers, 1994, p. 22). Don’t be vague. Ask for Haig. (Haig Scotch), The quicker picker upper (Bounty), Takes a licking and keeps on ticking. (Timex).
Rhetorical devices on an Orthographical, Lexical and Morphological level Antisthecon
Rhetorical devices on a Syntactic level Chiasmus Asyndeton Parallelism