An analysis of language features in english advertisements

5.4 Hyperbole


LONGMAN Dictionary of Contemporary English (1998：751)defines hyperbole as “[c;u]（an example of） a way of describing something in order to make it sound bigger, smaller, better, worse, etc, than it really is.” In advertising, the use of exaggerated statements puts emphasis on the particular features of the products or services, or sometimes achieves humorous effect. For instance:
Coverage so invisible,
It’s time to rewrite history. (Ad. of cosmetic)
In this advertisement, the advertiser uses “rewrite history”, which exaggerates the quality of the product which can give users the incredible beauty.
Another example:
Samsung presents “World best”. (Samsung)
Here, the advertisement composer uses the hyperbole to claim that their product is the best in the world. It shows the confidence and heroic spirit of this brand of product. Thus, it gives the readers a very profound impression.
Of course, hyperbole should be appropriately used in advertising, otherwise it will arouse the readers’ doubt about the products or services and make the advertisement a total failure.


5.5 Repetition

Repetition is defined by Grolier Academic Encyclopedia as the repeating of any element in an utterance, including sounds, a word or phrase, a pattern of accents, or an arrangement of lines (加上夹注！！！). In advertising repetition is applied to emphasize the important features of the products or services. It can also make the advertising messages impressive and persuasive. Let’s see an example.

Everything is extraordinary. Everything tempts. (Cartier)
Cartier is a well-known brand for watches in the world，so it is unnecessary to emphasize the brand. It only emphasizes “everything” to tell the advantages of Cartier. This advertisement can rhetorically be regarded as anaphora. But not all anaphora are the repetition of subjects.
The following is another example:
Birth of Napoleon
Birth of Vangogh
Birth of Einstein
Birth of the motherfucker who cut down this tree.
Stop Orestation. (Jovem Pan)
This advertisement of public utility repeats “Birth” several times to show the tree is time-honored. At last, it accuses the man who cuts down the tree and calls for stopping orestation.
Furthermore, an advertisement often pretends to be talking to the prospective customer. There is therefore heavy use of “You”.
You want to brighten your teeth,
You travel a lot and want a high-quality portable toothbrush.
“You” is repeatedly used to bring the product and the audience much closer. “You” often has two meanings in advertising language. One is generic reference to “all” or “everyone”; the other is specific reference to “the audience”. Here, “you” means the audience. In the advertisement “A Mars a day helps you work, rest and play.”(Mars is a kind of candy car), “you” means all. Thus, the audience will easily accept a product, a service or an idea on account of repetition.