An analysis of language features in english advertisements

Chapter Five Main Rhetorical Devices

Rhetorical devices serve as a tool to give beauty, variety and power to the language in which we intend to state. They are highly valued in the development of contemporary English advertising. To achieve vividness and humor and to appeal to more readers, various rhetorical devices are employed in advertising. Some of the most commonly used rhetorical devices are discussed in the following.

5.1 Simile & Metaphor

Smile and metaphor are used in advertisements to illustrate the characteristics of the advertised products or services. A simile is a figure of speech which makes a comparison between two unlike elements having at least one quality or characteristic in common. A metaphor, like a simile, also makes a comparison between two unlike elements, but unlike a simile, this comparison is implied rather than stated. A metaphor is in a sense a condensed simile, differing from the latter only in form and artistry. It is a higher form and requires greater ability on the part of the reader to perceive the hidden association, the insight into persons, things or ideas that is implied(冯翠华,1997:158-167). Clearly, with the use of simile and metaphor, two irrelevant matters can be bridged and observed.

Let’s see an example of simile:
No wonder people say our service is legendary. …Smooth as silk. (You’d better cite complete sentences!!!)(Thai Airway International)
Silk is known for its quality of smoothness. Here the advertiser uses simile, which is usually introduced by “like” or “as,” to associate its excellent services provided for the passengers and thus help create an impressive vivid image in the mind of the passengers.
Another example:
Breakfast without orange juice is like a day without sunshine. (Orange juice)
Here, the writer compares this brand of orange juice to sunshine, which provides people with comfort and warmth. Drinking the orange juice will give you the pleasant feeling of have sunshine???, which gives the readers very fresh and warm feeling. Thus, it realizes its function of persuasion.
Now two examples of metaphor: