Download figurative language and its use in press advertising

MARISTELA PUGSLEY
FIGURATIVE LANGUAGE
AND ITS USE IN PRESS ADVERTISING
Dissertação apresentada ao Curso de PósGraduação em Letras, área de concentração: Língua Inglesa, do Setor de Ciências
Humanas, Letras e Artes da Universidade
Federal do Paraná, para obtenção do grau
de Mestre em Letras.
Orientador: Prof. Or. Wolodymyr Kulczynskyj
CURITIBA
19 9 0
"To make a prairie
it
takes
a clover and one bee,
One clover, and a bee,
And
revery.
The revery alone will do,
If bees are
few."
Emily
Dickinson
AGRADECIMENTOS
Ao
Senhor
concedido.
E
Deus,
também
pela
pelo
saúde
amparo
e
inteligência
e
consolo
que
nas
me
tem
horas
de
desânimo e angústia.
Ao Paulo, pelo companheirismo e pela presença amorosa e
paciente em todos os momentos.
A meus
pais,
Joel
e
Ignez,
e
a
Lydia, pelo incentivo e confiança no meu
meus
irmãos,
Rui
e
trabalho.
Aos amigos e parentes, pelo estimulo e apoio.
A Wesley
E. Werner,
não
somente
mas também pelas úteis e oportunas
Aos
eficientes
Ao
raqus
professores,
pela
edição
de
texto
sugestões.
pelos
valiosos
conselhos
e
ensinamentos.
prof.
Wolodymyr
Kulczynskyj,
orientador
trabalho, pela dedicação dispensada durante estes
deste
anos.
Aos funcionários da UFPR, pelos indispensáveis
serviços
prestados.
'A
pesquisa.
CAPES,
pelo
auxilio
financeiro
que
viabilizou
esta
C O N T E N T S
ABBREVIATIONS
vi
ABSTRACT
vii
RESUMO
ix
1
INTRODUCTION
1
2
THE LANGUAGE OF ADVERTISING
7
2.1
DEFINITIONS AND OBJECTIVES OF ADVERTISING
2.2
TECHNICAL TERMS
..
7
9
2.2.1
Types and objectives
10
2.2.2
Media
11
2.2.3
Participants
13
2.2.4
The advertising
2.3
text
CHARACTERISTICS OF
THE ADVERTISING LANGUAGE
20
2.3.1
Psychological
2.3.2
Stylistic features
24
2.3.3
Syntactic
25
2.3.4
Lexico-semantic
3
appeal
15
features
features
FIGURATIVE LANGUAGE IN ADVERTISING
22
27
41
3.1
FIGURATIVE LANGUAGE - A GENERAL VIEW
41
3.2
FIGURES OF THOUGHT - TROPES
46
3.2.1
Metaphor
48
3.2.2
Metonymy
51
3.2.3
Synecdoche
52
i v
3.3
THE TROPES
3.4
SIMILE AND PERSONIFICATION
4
IN THE ADVERTISING LANGUAGE
IN ADVERTISING
53
..
METHODOLOGY
56
61
4.1
PROCEDURES FOR THE SELECTION OF THE MATERIAL
61
4.2
CRITERIA OF CLASSIFICATION
63
4.2.1
Definition
63
4.2.2
Process of association
64
4.2.3
Parts
64
4.2.4
Types
65
4.3
THE INTERPRETATION
OF THE IMAGE
66
5
ANALYSIS OF THE CORPUS
68
6
RESULTS OF THE ANALYSIS
112
7
CONCLUSION
120
APPENDIX
123
BIBLIOGRAPHICAL REFERENCES
140
V
A ß B R E V I A
T
I O N S
LF
-
LIFE
NW
-
Newsweek
PW
-
PEOPLE WEEKLY
RD
-
Reader's
SF
-
SAN FRANCISCO FOCUS
SM
-
Smithsonian
TM
-
TIME
Digest
v i
ABSTRACT
Our
purpose
in
this
figurative
language
in
of
Since
was
view.
research
we d e c i d e d
tropes
of
it
(metaphor,
press
LEECH's
which
was
thorough
research.
After
and
of
the
we
material
the interpretation of the
was
role
linguistic
the
of
point
of
our
investigation
to
the
in
the
language
magazines.
selected
to
criteria
theories
the
field
of
according
the
the
synecdoche)
deviation
These
analyze
limit
our
particularly
criteria.
analysis
to
restrict
classified
established
to
from
necessary
metonymy
of
is
advertising
to
advertising,
concept
work
the
previously
obtained
best
from
applied
classified
on
material,
some
were
which
Based
we
to
worked
a
our
with
tropes.
¡
Our
criteria
develop
and
objectives
for
a
the
With
these
the
tropes,
a guide
objectives
advertising
which
in
are
because
of
the
matrix
for
language,
code
basically,
analysis
classification
to provide
linguistic
were,
the
mind
to
establish
advertising
for
the
selected
interpretation
we
were
texts,
able
to
of
represent
deviations
they
require
Vi i
special
tropes.
conclude
constituents
to
material,
the
important
some
that
of
thé
from
the
interpretation.
In regard
to their use
according
to
association,
the
in advertising
following
parts
and
they can be
aspects:
types,
which
definition,
are
the
classified
process
ground
for
of
the
interpretation of the message.
Our
would
ultimate
benefit
those
this dissertation
English
people
as
in
a
aim
who
can
read
be
foreign
general
was
who
to
produce
it.
useful
language,
are
Therefore
for
í
V iii
we
teachers
translators,
interested
advertising.
a valuable
in
and
work
which
believe
learners
advertisers
the
that
language
of
or
of
RESUMO
O
ponto
presente
de
vista
publicitários
trabalho
tem
lingüístico,
encontrados
era importante delimitar
por
a
objetivo
linguagem
em revistas
analisar,
figurada
de
lingua
sob
o
ern anúncios
inglesa.
uma área para a pesquisa,
Como
resolvemos
I
restringir
metonimia
fonte
a nossa
e
sinèdoque)
exclusiva
conceito
de
material,
previamente
investigação
anúncios
desvio
que
foi
impressos
Depois
da
LEECH
de
neste
(metáfora,
teorias
A
selecionamos
o
com
critérios
foram
mais
classificação
trabalho
apropriadas
do
desenvolver
um sistema para classificar o material selecionado,
objetivos
importantes da
código
concluimos
linguagem
lingüístico
que
os
publicitária,
porque
exigem
i x
material
basicamente,
estabelecer critérios para a análise dos anúncios,
nestes
obtidos
tropos.
foram,
uma espécie de guia para a interpretação
como
do
critérios
das
tendo
partir
acordo
começamos a trabalhar na interpretação dos
Nossos objetivos
tropos
revistas.
por
Estes
cuidadosa
dos
publicitária,
em
classificado
estabelecidos.
pesquisa.
uso
linguagem
apresentado
através de uma análise
á nossa
na
ao
e elaborar
dos dados.
tropos,
base
componentes
representam
interpretação
Com
desvios
do
especial
a
partir
de
uma
leitura
cuidadosa.
Em
relação
ao
seu
uso
na
publicidade os tropos podem ser classificados de acordo com os
seguintes aspectos:
definição,
processo de associação,
partes
e tipos, os quais são a base para a interpretação da mensagem.
Sempre foi nosso alvo produzir um trabalho de valor que
beneficiasse
todos
que
o
lessem.
Por
isso
cremos
que
dissertação pode ser útil a professores e estudantes de
como
lingua
estrangeira,
tradutores,
anunciantes
pessoa que tenha interesse na linguagem
X
ou
publicitária.
esta
inglês
qualquer
1
INTRODUCTION
Advertising
communication
phenomenon
receiver
is one of the m o s t
because
with many
of
(ad) might
the
it
implications
message.
be measured
to whom?
involves
by what
The
by
complexity
to what
d e m o n s t r a t^e
that
advertisement
and that, although
is an intricate
for maximum
One
However,
language
is
processes
persuasion
for both
questions
means?
complex
the
as:
effect?
one
it seems
process where each word
sender
of an
such
only
which
of
is
and
a
the
advertisement
who
The
says
what?
answers
component
simple,
will
of
the
advertising
is carefully
selected
effect.
of
the
this
maxims
is a very
many diffex-ent ways.
of
advertising
loose
According
rule
and
is
"be
can be
to LEECH
creative".
interpreted
in
(1966),
... what a copywriter means, if he calls his job creative, is
that the preparation of advertising material calls not only for
experience or good judgement, but imagination: the imagination by
which advertising "ideas" are conceived in the first place, and
by which they are later transformed into the tangible signals of
speech, writing and pictorial c o m m u n i c a t i o n . '
In
the
this
creative
dissertation
use
of
the
we
follow
advertiser's
communication, in our case, the English
Still
following
LEECH's
does being creative with
line
of
language mean?
LEECH
and
discuss
linguistic
only
vehicle
of
language.
thought
In his
we
ask:
search
What
for an
2
answer
LEECH
turns
to
literature
because
conventions
of
expression.
the
this
variety
linguistic
Based
on
this
the use of figurative
language
usage
same
of
poetic
breaks
which
the
limit
argument
and
we
rules
the
chose
to
persuade
advertiser
convey
the
uses
to be based
sound,
on
analyze
to
buy
a
images
and
other
All
these
creativity
product
devices,
because
or
service,
devices
to be
the
advertising
in
and
unconventional
effective,
advertiser
constructions
and
creative uses of stereotyped expressions.
requires
clauses
special
and
interpretation
sentences
meaning. According
of
figurative
denotative
used
language
power
and
in
an
in an ability
feelings and qualities
passes
too
three
extensive
main
However,
use
we
so
we
tropes*:
also
to
metaphor,
mention
in advertising.
words,
have
a
(1968),
to deal
other
phrases,
different
"the
evocative
strength
rather
than
suggestively
with
literality
misleading.""
limit
our
metonymy
figures
In publicity
the creative development
*
decided
through
language
The study of all the types of figurative
be
on
Figurative
in contexts where scientific
would be incomplete, inaccurate, or
need
through
figuratively
lies
to
;also
because
to LIBERMAN & FOSTER
the
order
new concepts and at the same time convinces the public
novel
of
language in advertising.
public
his message.
and
means
to
Since the ultimate objective of any type of
is
prose
these
of
analysis
and
to
the
synecdoche.
thought
tropes
of the advertising
language would
and
their
contribute
to
language.
1
Tropes are figures of thought in which the name of something is applied to something else
through a process of association based either on similarity or on c o n t i g u i t y .
1
3
The
language
present
research
requires
unorthodox
special
seems valid
interpretation
type of language,
according
2). Based on LEECH's argument
use
of
language
deviation
special
this
;i.s not
use
sense
of
a
interpreted
figurative
from
in
this
which
it
this
an
p.181-
unconventional
common
use.
However,
work
error
but
as
careful
is
in
used
them to buy products or services. However,
as
reading.
advertising
creative device which catches people's attention and
or more specifically
is
(1966,
requires
language
figurative
since
to LEECH
we consider
deviation
language
because
In
as
a
persuades
figurative
the tropes may be difficult
a
to
language
interpret
in the ads.
Since
figurative
interpretation
learners
problems in understanding
w hi ch
are
language
employed
in
of
a
foreign
the meaning
errors
colleges
in
and
comprehension
among
understanding
them,
metaphors,
four
same
way
and
by
refer
detecting
words or even sen tences in relation
the
probably
in
a
sense.
E.L. BLACK
made
to
special
language
of words and
a non-literal
speakers face these problems too.
eight
requires
irony
have
expressions
Even
native
(1964) describes
students
the
may
in
training
difficulties
and
interpreting
to the whole context J
higher
level,
In
learners
English as a foreign language very often feel discouraged
they
read
literary
figurative
texts
language
or
is
even
non-literary
employed,
because
of
ones
in
they
of
when
which
do
not
understand the message.
In
advertising
and association
of
texts
ideas
figurative
are very
language,
frequently
used.
ambiguity,
The
ads
!
in
4
general
are
expressions
also
which
full
make
language teaching.
of
neologisms
them
an
and
important
colloquial
material
But at the same time the type of
of the ads may create
problems
even
for advanced
in
language
students
who
are not used to it.
Nowadays, specialists
emphasized
the
use
of
"Authentic materials"
in foreign
authentic
language
materials
in
teaching
the
have
classroom.
in this context mean any type of written
matter which was not produced for pedagogical purposes but can
be
used
films,
to
radio
articles,
of
teach
the
and
a
foreign
language.
They
are,
for
example,
television
programs,
newspaper
and
magazine
pamphlets,
authors
materials.
who
and
advertisements.
insist
In an a r t i c l e
(Spring
1981) he suggests
texts.
Since
English
classes
these
on
the
Michael
importance
published
in
in B r a z i l
have
been
lately,
we
very
of one of them, which
is the magazine
For
purpose
our
of
this
work
ELT
sources
to
one
news
authentic
much
decided
is
authentic
involving
language
the
of
Cambridge
many activities
materials
Swan
used
study
in
the
advertisement.
were
limited
to
magazines which are popular and easy to find in Brazil such as
Reader's Digest, Life, Time, Newsweek and People
Our objectives in this dissertation
are:
a)
the
to
establish
advertising
texts
framework
and
language,
more
metonymy and
criteria
for
according
considering
specifically
the
the
synecdoche.
* M o r e details in chapter 2 (p.11-2) and chapter 4 (p.62).
to
use
Weekly.*
analysis
a
of
tropes
of
theoretical
figurative
metaphor,
5
b) to develçp a classification
•
matrix
for
tropes
a guide
which
for t h e
could
be
interpretation
useful
for
teachers of English, translators and
Although
our
it is not our purpose
analysis
useful
for
language
in
the
learners
when
themselves
they
may
describes
one
classroom
and
teachers
work
also
with
of
hope
of
Our.study
language
of
advertising
objectives
of
characteristics
chapter
from
of
the
metonymy
focused
and
procedures
material
the
criteria
in
the
next
study
as
this
we
a
research
which
can
be
description
discuss
In
three
the
the
figurative
main
chapter
and
chapter
before
A photocopy of each ad is provided
the
the
of
according
analysis
final
in the Appendix.
the
in
metaphor,
Methodology
16 ads are analyzed
of
the
following
language
tropes:
on
of
and
classification
results
better
the ' definitions
The
of
it
the public.
language.
use
be
foreign
since
advertising
the
can
Advertisers
terms
Then
and
application
technical
selection
are explained.
given
discussed
for
which
the
synecdoche.
the
the
of
on
and
this
a theoretical
advertising,
is a discussion
advertising
the
in
learners
English
advertising
begins with
the
advertisements.
benefit
aspect
we
of
advertisers.
to show
explored by them in their struggle to reach
and
selected
material.
c) to p r o v i d e
of
the
the
the
to
are
conclusion.
6
NOTES
^LEECH, G.Nstudy of advertising
p.175 .
2
E n g l i s h in a d v e r t i s i n g : a l i n g u i s t i c
in Great Britain.
London, Longman, 1966.
L I B E R M A N , M.M. & FOSTER, E . E .
A modern lexicon
literary terms.
Glenview, Scott Foresman, 1968.
p.54.
of
^BLACK, E.L.
Eight types of mistakes in comprehension.
In: S T R A N D N E S S , T . B . ; H A C K E T T , H.; C R O S B Y , H . H .
eds .
Language, form and idea.
New York, McGraw-Hill, 1964.
p. 6-
11 .
2
THE LANGUAGE OF ADVERTISING
Our aim
the
language
specific
This
of
features
description
advertising,
the
in this chapter
the
advertising
linguistic
advertising
in
limited,
order
to
includes
the
technical
At
fit
the
and
purpose
and
the
in
terms
the
same
a description
however,
definitions
terms
language
devices.
is to present
of
to
of
DEFINITIONS AND OBJECTIVES OF
Before defining
the
explain what advertising
of
characteristics
of
psychological
time,
we
discuss
language
services
is
paid
given
by
by
an
ROTZOLL
and
of advertising
means.
promotion
identified
(1985)
in
and
the
ones.
ADVERTISING
itself actually
presentation
work.
objectives
the American Marketing Association, advertising
non-personal
certain
our
terminology used in this chapter and in the following
2.1
of
of
sponsor.'
Discourse
we
According
to
is any form of
ideas,
Another
and
should
goods
or
definition
communication:
"advertisements as discourse must first be recognized as paid,
nonpersonal
communication
forms
used
through various media with persuasive
one
of
fatos ou
the
definitions
informações
of
by
intent.In
"publicidade"
a respeito
identified
de pessoas,
is
sources
Portuguese
"divulgação
idéias,
de
serviços,
produtos ou instituições, utilizando-se os veículos normais de
comunicação."^
The English term
publicity
and the
Portuguese
8
publicidade
derive
something
from
the
known to people.
Latin
verb
"publicare",
Advertising
comes
from
"advertere", to turn toward or to call attention
Another
Its
word
use,
often
however,
Portuguese.
television
also
use
is
While
or
the
política,
in
term
to
Although
both
public,
is
propaganda.
English
refer
to
"uma propaganda"
sense
an
often
in
own
English
their
other
implies
dissemination
cause
to
and
hand,
it
advertising
informing
of persuasion directed
i
or
in
is
to
harm
this
not
it a b o u t
ideas
interacting
conclude
may
and
ads
be
the
hide
the
influence
the
not
to
and
advertising
as
namely,
processes
involving
are
services.
is
VESTERGAARD
&
his
"a form
by means
life
SCHRÄDER
and
Since
in society,
(1986)
of
involves
communication
many-faceted.
man and
in
of
at large numbers of people
processes,
and both
these are processes
may
on
else's.
lot
should
products
(1980),
a
possible
persuade
of
the media" and it is a "complex phenomenon because it
persuasion,
in
comercial,
someone
Portuguese
competitors,
According to O'DONNELL & TODD
two
ad
and we
("propaganda
we generally
than
doctrine."
one's
besides
something.
"systematic propagation of a given
advertising.*
of
may
to
Latin
propaganda
purpose of
intention
as
in
the
make
use
offend
the
we
in English
explicitly
On
advertising
restricted
Portuguese
religiosa"),
favor
to
in a general
interpretation
order
more
in a magazine
in the sense of
This
associated
to
we
have:
* T h e definitions were taken from
Dicionário brasileiro da lingua portuguesa
(p.1404, 1419), The American heritage dictionary of the English language (p.11, 564), a n d
Oxford advanced learner's dictionary of current English
(p.675). C o m p l e t e references can b e
found in the Bibliographical References.
"advertising
reflects
not
only
aspects
In
of
order
to
influences
that
set
human
society's
up
the
society
but
also
values.
objectives
of
advertising,
distinction must be made between commercial and
a
non-commercial
advertising, although there are other classifications which we
will
explain
is that
a
in
the
following
audience
with
commercial product
type
is
produced
such
as
charities
to
the
sell
type
The
"commercial consumer advertising
mass
words,
section.
by
political
charity.
is
no
while
or
service
actually
or
types,
to
however,
following
summarizes
advertising:
"A
propaganda
in
se
deseja."'
advertising
Therefore,
exist,
it
money, professional
is the
In
other
advertising
the
the
is
non-comercial
public
through
contribute
to
have
their
own
techniques
to
by
society.
Guèrin
intention
sentido
even
Agência
of
de
commercial
da
coisa
e a necessidade
though
commercial
in
comercial
aquilo que dá o desejo do que se necessita
que
associations
to
the
no
a
appeal
statement
publici dade
of
the
interfere in the ideologies of a given
The
and
commercial
influence
through
sales
objective.
whereas
towards
t h e n o n - c o m m e r c i a1
agencies
of
difference
is directed
promoting
lucrative
objective
propaganda
Both
of
government
with
ultimate
aim
aim
or service"®
a product
the
the
basic
one
other
which
types
uses
è
do
of
most
skill, and space in the media. This is the
kind we will concentrate on in our
analysis.
2.2 TECHNICAL TERMS
We
discuss
now
some
of
the
technical
terms
used
in
1 0
advertising
presented
which
under
participants,
2.2.1
aré
four
and
Types and
—
where
headings:
&
advertising:
firms;
advertises
LEECH
its
types
SCHR0DER
study.
and
They
objectives,
are
media,
text.
(1986)
a) prestige
firms advertise
other
our
objectives
or trade advertising
to
to
the advertising
VESTERGAARD
commercial
relevant
a name
—
consider
three
or good-will
or an
image;
types
advertising
b)
industrial
where a firm advertises its
c) c o n s u m e r
products
to
advertising
potential
(1966) we find practically
—
products
where
consumers
the same types
of
a
firm
(p.1-2).
In
(p.25).
¡
WILLIAMS
and
the
compete
rivals.
Advertisements
In
of
this
ANTRIM
which
new
can
kind
image
be used
are
product;
c)
the
page,
advertisements
(1986)
from
display
no
the
the
products
competition.
so-called
the
"classified
advertising
product
sales;
about
which
advertising
b) introduce
old
a
products;
market.
"classifieds"
according
distinguished
by
advertisements
places in newspapers and
and
personal
consumers
before,
ordered
too,
the
company,
d) increase sales; e) enter a new
special
is
competitive
former,
and
institutional
a) help
remind
As mentioned
the
other
there
the
magazines.
of
to:
In
each
latter,
(1973) mentions
the
between
kind.
against
the
ads" in newspapers and
promotes
distinguishes
non-competitive
manufacturers
become
(1980)
magazines.
to
— ri
lists
subject
VESTERGAARD
which
occupy
—
&
in a
are
SCHR0DER
prominent
11
2.2.2
Media
chosen
What are the best media for
advertising?
If we
any
interpret
to carry
information
lot of options
in the
most
to SÀFADY
(1973),
includes
and
will
and
best means
a
and
material
a
of mass
in
leaflets
which
have
group we
find photographs,
on
may
example.
many
the
work
The
options
the
way
electronic
it
a wide
it
is
well
wants
to
on
the
shirts
types
for
easy
effect
prepared
of
in
films,
and
this
prefer
of
in
the
Printed
we
to press advertising,
authors
who
have
written
the
message
presented.
one
The
kind
of
for another kind. In order to
television
dissertation
choose
the
the
the
publications
city,
have
more
periodicals
constitute
decided
to
specifically
about
state
manufacturer
advertising
and
or
the
(newspapers
the
media for advertising, especially for the consumer
Some
or
slides
are
to
advertising
whether
aims
impress.
radio and
The
announcers
circulation
depending
is not
public.
very
audience,
and magazines),
sources
buttons,
In the optic
for
group
newspapers
to
in
done
media:
The graphic
ads
a
According
printed
large
In
be
messages
these
lot
reach
it
can
ways.
groups
from
and
1980),
even
product but it may be a disaster
public
Publicity
extravagant
letters
communication
(WILLIAMS,
the electronic.
printed
of reaching
medium
country,
us.
of
television.
Among
depends
and
posters,
signs,
radio and
same
of
adhesives,
neon
means
there are three basic
arty type
huge balloons.
before
sometimes
the optic,
magazines,
plastic
and
as
to the public
appear
varied
the graphic,
"media"
most
used
type.
restrict
to
our
magazines.
have
already
1 2
pointed
out
the
VESTERGAARD
"printed
than
TV
advantages
& SCHR0DER
adverts
are
adverts;
combiné
sound
reproduce
them
(.1986),
easier
besides,
and
of c h o o s i n g
and
commercials
picture
which
advertising.
example,
to store
TV
completely
for
press
that
easier to study
extend
makes
in a b o o k .
state
it
in
time
and
difficult
However,
there
great disadvantage because TV and press advertising
to
is
follow
no
the
persuasive methods
in the same basic w a y . L E E C H
(1966) in
his
in advertising
press
book
English
television
advertisements
in
and
design
í
advantages or
structure
to
of
advertise
class
longer
their
Most
both
presents
two
the
and
differences
types,
national
showing
magazines
of c u s t o m e r s
in
an
newspapers,
is
are
which
extended
because:
therefore
usually
more
last and
reader
the ads and consequently
reach
has
remember
attractive
and pay attention to the
than
are
more
them;
that
of
page
ad(s).
Based on the opinions of the above mentioned writers
source
at
of
least
four
research:
reasons
a)
a
geographical
a) they
the
prefer
newspapers, which makes the reader pause in front of each
found
no
essentially
announcers
in
to read
layout
newspapers
products
have advantages
than
opportunities
b)
the
(1973),
publicity.
their
area. Magazines
kept
between
to ANTRIM
local
particular
just
with
disadvantages.
According
a means
and
deals
it
for
choosing
is easy
to
the
store
magazine
and
study;
reaches a large public; c) it lasts longer than the
d) it is also more attractive
than the
newspaper.
as
b)
we
our
it
newspaper;
1 3
2.2.3
Participants
When a manufacturer
potential
the
consumers,
techniques
possible
which
companies.
should
These
plan
They
are
in
people
and
for
ones
to
be
out
his product
people
order
can
carry
the
to announce
look
of a d v e r t i s i n g
results.
agencies,
he
decides
who
in
the
all
best
advertising
advertising
who
know
obtain
found
to
organize
for
and
other
launch
campaigns.
However,
the
the
essential
manufacturer
or
commissions and pays
participants
advertiser
in
("organization
for the advertising")^
("coverall
term
for a vast
person(s)
responsible
ultimately
submitted
to
and
audience").'"
for
the
the
publicity
The
composition
advertiser
who
the
is
which
consumer
agency
of
are
or
the
the
ad
are
considered
the
initiator of the message.
ANTRIM
The
first
large
(1973) divides the advertisers
class
announces
geographic
area,
particular brand.
can
buy
i
brand.
the
And
through
The
goods
the
its products
or
periodicals
encouraging
second
emphasizes
services
third
instead
advertises
and
to
magazines
goods
aimed
in three
an
classes.
audience
over
a
preference
for
a
the place
of
for
where
promoting
other
at
one
the
industries
businessmen
and
industrialists.
Perhaps
preparation
one
of
an
of
buyers
Many
the
important
campaign
the potential consumers
times,
guarantees
most
advertising
research to identify
product.
the
a
precise
success
of
steps
is
in
the
the
market
of a particular
description
a campaign.
of
probable
That
is
why
1 4
knowledge
of
taken into
the culture
on
society
have
page
but
Therefore,
already
9,
also
should
VESTERGAARD
&
be
only
influences
of
that
society's
of reality which
and values of that
cigarettes;
generation,
addressing
successful
a
in
the
values."
advertiser
fits the
i
i
considering
for example,
presumed
such
and
products
are
self-assurance.
female
a major
is the
such as soft drinks,
these
vitality
in mind
society
human
aspects
status.
because
joyfulness,
SCHR0DER
not
aspects
a version
of many ads for products
implicit
a society
in order to reach a certain audience the
The young
always
of
from
"advertising
as age, sex and social
when
quoted
reflects
tries to present
attitudes
ideology
account.
As we
(1986)
and
audience,
slogan:
woman
has
to
be
almost
all
of
the
group
sports-cars
associated
On
the
announcers
"in order
target
to become
beautiful.""
hand,
to
have
happy
This
advertisements
with
other
seem
and
and
idea
for
is
cosmetics,
food, clothes and even soap and kitchen supplies. Besides,
woman should serve and be protected
by the man who
is
the
usually
portrayed as a strong and handsome hero. However, because of a
tendency
in most
approximate
the
of the w e s t e r n
roles
of men
and
contemporary
women,
advertisers
to change their techniques to approach each
Besides
considered
status.
In
in
age and
sex,
relation
to
addressing
the
another
the
classes,
have
had
aimed
"advertisers
aspect
at
is
have
to
be
social
to
take
into account the class membership and class identifications
the audience
to
group.
important
public
societies
of various p u b l i c a t i o n s . A d v e r t i s e m e n t s
of
vary
1 5
depending
on the quality
which reads
as age,
an
advertising
varied
the advertiser
social
situation
especially
of
in the most
in mind
sex,
economic
life
preparation
research
consumers
and
the
audience
them.
The
include
of the publications
in
status
of
and
the
the
areas. With
the
should consider
others
country,
urban
campaign
like
the
the
and
affairs such as worries about pollution and
potential
aspects
such
political
problems
communities
should
and
of
everyday
even
current
drugs.
i
2.2.4
The advertising
text
Any type of advertisement,
which
it will be presented
no matter
to the public,
the medium
must
have
through
a written
form. The planning of the text follows some basic steps
which
may slightly vary from type to type.
The manufacturer of a product who hires the services of
an advertising
The
agency
planned
agency becomes
then
set
of
starts
planning
advertising
product or s e r v i c e . T h e
about
the
the advertiser
product.
Based
a
moves
of
such
campaign,
to
which
introduce
or
first step is to learn
on
a
complete
product.
is
"a
push
a
everything
knowledge
of
the
product the agency should identify the group of people who the
advertiser
medium
wants
should
to reach,
also
be
i.e.,
chosen
at
the
target
this
time.
group.
Next,
has to find the most attractive characteristics
and emphasize the benefits of buying
After
the
person
these
preliminary
responsible
for
the
The
the
of the
best
agency
product
it.
steps,
the
copywriter,
composition
of
the
i.e.,
verbal
1 6
message,
called
should be
in
(1986)
1
advertising.
and
copywriter
ready
ANTRIM
to write
According
(1973),
the
text
to
VESTERGAARD
the
or copy,
tasks
of
as
it
is
&. SCHR0DER
the
adman
or
sequence
of
are:
1 ) to attract
Attention
2) to arouse
Interest
3) to stimulate
Desire
4) to create
Conviction
5) to get
Action
i
LEEG!H
requirements
(1 9 6 6 )
also
presents
for an advertisement
a similar
to be
"1. It must draw attention
to
successful:
itself.
2. It must sustain the interest
it has
attracted.
3. It must be remembered, or at any rate recognised
as
familiar.
4. It must prompt the right kind of
According
advertisement
to
WILLIAMS
successful
(1986),
action.""
"an
if it first makes
agency
people
and then makes them continue
to buy. They become
brand. This is called
loyalty'."^
A very
advertisements
referred
have
important
exce:pt
to here
words
or
'brand
as
just
constituent
the
radio
ads
the
illustration.
have
the
name
of
of
almost
is
the
Many
the
calls
buy
things,
loyal
all
visual
to
the
types
of
element,
ads do not
announcer
an
but
even
the
message is efficiently conveyed through the visual part, be it
a picture, a drawing
are
often
designed
or an image
to attract
on the screen.
the
attention
of
Illustrations
the
consumer.
1 7
In
this
of
the
field
dissertation
illustration
of
semiotics
However,
we
do
background
Although
the
we do
text,
because
which
mention
material
the
the
for
attempt
this
is
illustration
it
not
would
beyond
in-depth
involve
the
of
as
help
that
in
the
this
work.
of
the
ads.
interpretation
the words be arranged
copywriter
In
between
simple
terms,
and
coherence
manifestations
advertising
of
is
the
the
not
help
formal
logical
semantic
it is common to find
are
is
for "the more specific
underlying
connections
can
That
the
text.
cohesion
Cohesion accounts
semantic
coherence
produce an easy-to-read
sentences
texts.'®
and
of
in a
coherent sequence in order to facilitate comprehension.
is why the notions of cohesion
the
complementary
interpretation
may
analysis
entering
scope
illustration
the
is important
any
linkage
of
grammatical
coherence."''
lack of cohesion
always
linkage
because
explicit.
Very
In
the
often
the only cohesive link is punctuation as in:
i
1) "The
Soft
!
newest
Eye
eye
cosmetic
of
all
taste
Golden
test.
Dipt"
inside
wheel
drive
power
steering
4) "Can't
Shadow
p.108)
Sample
whitefish
(RD, March
3) "The p r i d e ' s
(RD, May
Innoxa's
Shadow"
(LEECH, English in advertising,
2) "Free
-
Plymouth
. fuel-injected
. power
without
1989)
Sundance
2.5
engine
brakes
. power
them?
Moist
RS.
Front-
. 5-speed
.
locks"
1989)
you
just
taste
cake with rich chocolate
frosting"
dark
chocolate
(RD, Sept.
1988)
1 8
It
.„without
is
perfectly
being
normal
cohesive,
matched by inner,
semantic
fox-
but
a
if
text
to
formal
coherence
be
coherent
cohesion
is
communication
not
may
be
aff ected.
The lack of cohesive
characteristic of the
according
to LEECH
links in advertising
disjunctive
mode
language
of discourse
is a
in which,
(1966),
for one reason or another, the message is of an abnormal 1; simple
nature, much of its import being inferred from the c i r c u m s t a n c e s
in w h i c h it is t r a n s m i t t e d . ( . . . . ) In d i s j u n c t i v e E n g l i s h ,
situational factors (often including factors of visual layout]
a f f o r d so m a n y c l u e s to c o r r e c t i n t e r p r e t a t i o n s t h a t the
referential explicitness o r d i s c u r s i v e c o m m u n i c a t i o n can be
dispensed with•
The
disjunctive
conciseness,
language
style
structures
According
"is
than
and
is
which
in
in terms
of
sentence"
and
and
and
also
which
to t h e
& GREENBAUM
terms
of
advertisements."^
by
(1973),
single
appears
of
the
words
in
type
and
organized
"labels,
The
four
language.
of
language
phrases,
rather
units
clause
titles,
examples
of
headings,
given
17 belong to "block language" because they consist
of noun phrases although
the
grammatical
block
this
to
advertising
peculiar
so-called
the more highly
it
contributes
informality
characterized
belong
to QUIRK
structured
notices
page
brevity
mode
there are some sentences
on
mostly
too.*
* According to LEECH (1966) and QUIRK h GREENBAUM ( 1973), s e n t e n c e s can be simple or
complex. Simple sentences consist of only one clause while complex sentences consist of' two or more
clauses linked by coordination or subordination which causes a distinction between dependent and
independent clauses. Clauses can be formed by phrases. The noun phrase, for example, has three component
parts: the head (a noun), the premodification and the p o s t m o d i f i c a t i o n while the verb phrase is formed by
the verb form a n d . i t s complement. The meaning we give to sentence, clause and phrase in this work is
based on the previous assumption;;.
1 9
Another
use
of
characteristic
apposition
and
of
the
disjunctive
parataxis.
These
mode
are
is
the
"types
of
coordination in which the ^relationship between the elements is
not signalled by a linking word.""®
An example of
apposition
was given in "The newest eye cosmetic of all - Innoxa's
Eye Shadow"
(p.17)
wings of America"
its function
expressing
is to associate
is
details
glamorous"
parataxis
the brand-name
and distinctive
unlinked
. fuel-injected
glinting,
"Eastern - the
(NW September 12, 1988). According
an appealing
Parataxis
drive
and another one might be
listing
2.5 engine
(LEECH,
is commonly
in the product-and-price
p.
with a
in
. 5-speed"
1966,
'tag-line'
product.
"Front-wheel
(p.17) or
108).
combined
to LEECH,
image of the
as
Shadow
In
with
"Creamy,
the
standing
vertical
display
listing.
!
Since
the
advertising
many
of
text
our
is
often
"block
language"
selected
belong
to this kind of language, this being
characterized
units
of
by
analysis*
the reason that we
analyze deviant noun phrases and clauses linked by appositions
or parataxis as well as simple and complex
In order
the
model
to describe
presented
by
the
LEECH
sentences.
advertisements
(1966)
with
we
will
"the
components of press advertising, as distinguished by
and lay-out." 21
adopt
standard
function
|
*Whi!fi referring to the selected sentences, clauses and phrases in general we will use the
expressions units or units of analysis.
2 0
HEADLINE
[ILLUSTRATION(S)]
BODY'COPY:
divided
The
main
part
of
the
advertising
into various sections under
SIGNATURE
LINE:
A
mention
message,
often
SUBHEADS.
of
the
brand-name ,
often
?
accompanied by a price-tag,
the brand
slogan,
information
in
Cut-out
small
series of different
coupons,
print,
advertisements
language
it
linguistic
studying
is
which
introduced
"a
deal,
system
social
conventions
a
firm;
etc.
LANGUAGE
of the
briefly
advertising
some
important
concepts
respectively,
and
with
langue
shared by a speech
product
and
a communicative
system
(....)
a
utterances
is referred
community for
collection
refers to the act of speaking
emphasizing
langue
the actual
of
of
made
to as
it is
by a
the
said
necessary
that have been adopted by a social body","" while
While
code,
of the
legal footnotes;
explain
the
In this perspective,
linguistic
parole
to
on
concepts.
shared by a social group,
be
of
utilitarian
unchanged
- the address
the characteristics
necessary
Saussure
speaker.
strictly
appearing
CHARACTERISTICS OF THE ADVERTISING
Before
to
and
usually
how to obtain further information;
parole
or picture
pack.
STANDING DETAILS:
2.3
trade-mark,
Saussure
the
CHOMSKY
deals
sociological
(1972)*
*Firsl. published in 1965.
deals
with
itself.
language
and
the
community,
implications
of
the
linguistic
with
language
and
the
speaker's
2 1
mind,
stressing
the
psychological
implications
linguistic code. His concepts of
competence
can be
of
roughly
defined
According
to C H O M S K Y ,
internal
system,
understand
an
on the other
in concrete
in
abstract
competence
which
infinite
hand,
terms
refers
enables
number
of
a
WIDDOWSON
their
(1978)
communication.
Language
concepts
in
In
usage
his
his
I. e a r n i n g
use
he
of
this
book
language
abstract,
to
utter
and
performance,
system
two
use
more,
of
rules
following
Teaching
language
language
teaching
of
usage
of
the grammatical
refers
to
field
"that
of
:in the
of
use
explanations
the application
of
is,
linguistics
of
location
the variety is called
sociolect',
necessary
to
according
which
language.""®
on
performance
are
which
levels.
of the speakers,
rules
and;
can occur at different
geographical
use.
^competence
to.
Stylistics
part
as
and
(from
^^^^parole///^
These preliminary
speakers,
an
^^ian^iie^^^
Use^
the
concrete.
Therefore,
'is related
variation
add
knowledge
Usage^
(1977),
and
of these two authors
distinguishes
communicative purpose."^
the
and
account
represents
of a language and
into
performance
utterances;"''
is the actual
the
situations.
combine
language
to
speaker
Despite the different perspectives
we can
and
of
a
dialect;
on the
to
Variation,
particular
on
however,
is
based
group
on the social
individual
us
TURNER
concentrates
If the classification
of
lead
of
class
idiosyncrasies,
2 2
idiolect;
and if it is based on the use
context it is called
Register
speech
expression
in more
used
However,
since
language,
many
we will
It has
is a form
are
best
term
the
use
should be
keep
it most
already
been
of
the
these
and
it
(p.8)
that
is clear
persuasive
devices,
appeal
with i aesthetic
which
concepts,
ultimately
linguistic
interpreted
term
in this
work
in
from
in
associates
or
with
most
intent." 2 ®
in order
a
"advertising
features
and
are
that
There
are
the
services.
broad
the
sense,
is
advertised
feelings
aim at persuading
ads
to persuade
like
fear and happiness, or even with famous people.
which
the
general
time
public to buy their products or hire their
psychological
the
advertising.
of the
mentioned
employed by advertisers
of
classify
register.
"overwhelmingly
One
social
Therefore,
register
authors
also
to
advertising.
as
of persuasion"
many devices
the
of advertising
terms
in the sense of
they
in
the language
specific
to
register.
is a c t u a l l y
variety
in relation
the public
classified
object
greed,
Other
envy,
devices
are called
as
the
here
stylistic,
syntactic arid lexico-semantic .
2.3.1
Psychological
appeal
One of the subtlest
aestheticize
object
with
the
associating
it.
transparent
For
ways
article,
it
i . e . , to
with
example,
to appeal
things
the
or a toothpaste
fact
to the public
create
which
that
an
have
a
image
of
nothing
bar
of
has stripes does not make
is to
the
to
do
soap
is
each
of
2 3
these
articles
better
than
the
them
look
more
certainly
makes
Therefore,
the advertiser
necessarily
way
not
being
a
to
be
but
the
the
buy
an
object
appeal
appeals
greed,
envy
or
directly
aware
of
times
an
object
is
of expectations
or as a kind
everyday
A headline
life.
works. Portofino."
buyer.
"aesthetic"
to
fear,
the
"people
or
to
to
logic.
such
behave
not
in
On
a
the
psychological
although
pressures
are
the
to
consumer
which
he
appeals
to
of
such
advertised
sedative
as
the
for
the
problems
is
the
dream
"This
(RD, June 1989)
the dream
as
is
fulfillment
dishwasher
may
start like these
find
a
advertising a new sports-'
of having
good
a beautiful
and
powerful
reason
for
reading
ads
oven
which
ones:
1) "Why wait
for a microwave that cooks
Whirlpool has it today."
2) "Why wait for a quiet
(RD, June
machines
evenly?
1989)
dishwasher?
Whirlpool has it today."
Washing
i
of
that
car. Housewives who have waited for the perfect microwave
or
it
subjected.""'
Many
car,
to
(1980),
often
as
market
effectiveness.
linguistic
advertising
universais
may
by
the
attractive
0'DONNELL & TODD
persuaded
particular
contrary,
to
in
tries to associate
details with the product's
According
others
(RD, March
can also make
1989)
life better
as
promised
by Kenmore:
3) "Our
washer
happy."
has
a
greater
(RD, April
capacity
1989)
for
making
you
2 4
These
come
true
complex
ads
and
ones,
try
to
convince
problems,
may
be
from
solved
the
the
public
most
through
that
trivial
the
dreams
to
purchase
the
of
may
most
products
like cars, microwave ovens and washers.
The
form
of
testimony
of
psychological
(1980),
"the
a
famous
appeal.
advertisers
associated
with
transferred
to
the
personality
According
hope
that
communicator
their
product.""®
to
some
of
is
That
another
0'DONNELL & TODD
of
the
also
the
prestige
message
is why
it
will
is
be
common
!
to see famous people
Brigitte Bardot
Jackson
The aim
of having
of
product
that
loyal
to
brand
image
can
it
either
someone's
2.3.2
are
selling
advertising
is
to
people
create
remember
loyalty",
very
the
the
in
success
people
brand
A
name
brand
a
and
(Pepsi).
testifying
image
advertising
of
(Lux),
drinks
right
p. 16).
important
guarantee
the
(Vitasay),
soap
soft
artists and well-known
("brand
Stylistic
kind
(1966),
Madonna
Bisset
vitamins
for
and
that
become
name
and
because
campaign
in
its
they
or
ruin
business.
The
this
or
a product
so
announcing
and Jacqueline
Michael
favor
like Pelé
as
features
style
of
(i.e.,
language
can
"colloquial
than c o m p l e x . I t
be characterized
shortening,
the
relations
be
rather
defined,
than
is colloquial
as having
contraction,
point, and grammatically
or
a greater
and
among
according
formal
and
informal
amount
deletion;
streamlined.
participants)
it
to
of
is
LEECH
simple
because
of
rather
it
"can
abbreviation,
brief,
to
the
2 5
1) "All of GM, going all out for you."
(RD, June
1989)
2) "Just what you'd expect from Zippo and more."
i
(RD, June
1989)
In O'DONNELL & TODD's
its fondness for short
opinion
it
is
simple
because
of
sentences:
1) "Go to work on an egg."
2) "Think once. Think twice. Think
bike."
3) "Now Sony can come out and play."
4) "A Mars a day helps you work, rest and
2.3.3
Syntactic
The
features
authors
of
Variety
describe in chapter 6, "English
features
which
also
in
contemporary
in advertising",
distinguish
the
language
The use of passive tense,
for example,
tense
of
is
Negatives
more
are
play."^
typical
not
formal
frequently
used
the
or
English
syntactic
advertising.
is avoided because
and
unless
scientific
they
this
prose.
"emphasize
the
special merits of a product":
1) "Fruit
make
Wheats.
this
often
tense
in advertising;
other
statement
No cholesterol."
The past
No
and
fruit-filled
...
(RD,
finite
With
no
cereal
salt.
can
No
fat.
occur
very
June,1989)
verbs*
the preference
is for
do
not
"verb
forms
which
imply a universal timelessness" as in:
* F o r definitions of finite and non-finite verb forms see QUIRK, R.; GREENBAUM, S.
... university grammar of English. London, Longman, 1979. p.16-8, 3B-9.
A
2 6
1) "Stratolounger medichair sits you... reclines
puts you back on your feet."
2) "Sunlight
cuts
(RD, July
the
worst
(RD, July
stuff
forma
loose."
are also preferred by
1) "Keeping your heart healthy."
to
1989)
1989)
Non-fini te verb
2) "How
you...
imitate
(RD, June
a
dancing
(RD, July
waters
advertisers:
1989)
sprinkler."
1989)
i
The
typical
use
of
the
f eature
of
imperative
to
advertising
which
product:
2) Those
have
to
which
have
"Try
to
new
with
act
as
a
advertising
review
by GEIS
of
the
"Always buy
the
of
Cadbury's."
consumption
of
"Enjoy
ought
possibility
to
do,
but
appeals
for
notice:
"Watch
.2) "Speak
a
The
DAVIES
language
of
(1986) presents
rather
to
point
weeks."".
£1000 in this week's
new
language
the
test."*'2
out
they may not previously have been aware
1) "Win up to
the
these
television
a kind
imperative which serves, not so much to indicate something
addressees
the
divine."
book
(1982),
a
(1966)
acquisition
Krispies";
Daxaids instant dispersal
In
the
with
Rice
chocolates that look
which
do
LEECH
is
clauses:
"Get Super Snowcem";
product:
3) Those
do
suggestions
language.
describes three types of imperative
1 ) Those
make
after
to
of
the
them
a
of:
competition."
as
little
as
eight
2 7
O'DÜNNELL
grammatical
very
&
aspects
frequently.
according
to
English".^
cured",
TODD
of
(1980)
advertising
First,
LEECH
Some
the
(1966),
examples
premodification
of nouns**,
"bizarre
complex
advertising."^
noun
"a
phrasies
zesty
full-size
are:
grated
4x4
suspension
the
are
the
and
attention,
objective
the
public
presented
advertising
"honey-
the
extensive
noun
heavily
new
group
A-arm
in
premodified
chicken
"the
and
for
and
of
to
dinners",
first
all-new
independent
as
so
being
contemporary.
attracting
and
consequently
advertising
buy
.in the next
of a d v e r t i s i n g
front
goods
far
and
is
services,
and many of
section
keeping
those
characterize
concise,
These
to
condensed,
characteristics
the
convincing
audience's
it
of
the
advantages.
Lexico-semantic
common
which,
(1966) defines as a
the
these
double
discussed
Thé choice
of
of
of
topping",
main
dynamic
essential
2.3.4
of
Second,
LEECH
cheese
persuade
be
language
product's
aspect
appear
system".
will
informal,
which
other
compound*
"country-fresh" ,
delicious
the linguistic devices
which
two
which
"hallmark
"all-new".
"the
to
English
"four
pickup",
Since
influence
a
are:
Examples
refer
adjective
is
"leather-wrapped",
and
also
features
of words
in an advertisement
sense in order to reach the target
requires a lot
group
without
* F o r definition see QUIRK, R. & G R E E N B A U M , S. ft u n i v e r s i t y grammar of English.
Longman, 1979. p.444, 447.
* * F o r definition see QUIRK, R. e t alii, ft grammar of c o n t e m p o r a r y English.
Longman, 1972. Chapters 4 and 13.
London,
London,
2 8
offending anyone.
of words"
The
and
following
Greek
Many authors have written about
about
the
quotation
interpretation
from
The
meaning
of
"the power
their
meaning.
of meaning
evokes
philosophy:
The earlier w r i t e r s are full of the relics of primitive wordmagic. To classify things is to name them, and for magic the name
of a thing or group of things is its soul; to know their names is
to h a v e p o w e r o v e r t h e i r s o u l s . N o t h i n g , w h e t h e r h u m a n or
superhuman, is beyond the power of words. L a n g u a g e itself is a
duplicate, a shadow-soul, of the whole structure of reality.
Hence the doctrine of the Logos, variously conceived as this
supreme reality, the divine s o u l - s u b s t a n c e , as the 'Meaning'
or reason of everything, and a s the 'Meaning' or essence
of a
name. ^
Philosophers,
discussed
"the
anthropologists
meaning
context. MALINOWSKI
of
meaning"
in his article
and
and
linguists
the
importance
"The problem
of meaning
primitive languages" states that " ... in a primitive
the
meaning
dependent
utterance
that
of
on
and
bringing
As
varies
i.e.,
according
the
in
various
words
is
of
the
very
language
high
of
in
degree
the
whole
(1977)
affirms
socially defined and
depends
the
words
words,
are
context
making
mentioned,
situation
contexts
limited,
a
TURNER
choice,
already
to
to
of
used"
narrows
them
the
(....)
range
precise,
or
focus.
place define different
of
is
which
of
into
have
is
situation.
of words
meaning
them
we
of
freedom
potential
word
c o n t e x t " c o n t e x t
context
situations
"by limiting
single
its
"the meaning
on the
of
any
have
in
registers.
by
in
which
use
of
language
we
are
engaged,
which
language
activity
takes
In each register the choice
convention,
for a certain use. According
our
to
the
most
to HALLIDAY et alii
appropriate
(1974),
"some
2 9
lexical
items
certain
suffice
register.
'probe'
'tablespoon'
of
of
language
there
of
overused.
Many
of
words
it
most
is
LEECH
adjective
common adjectives including
and
products.
lexical
then
items
forming
said over and
individual
taste",
are
beyond
typical
free",
in
food
"cavity-fighting
advertisements;
"new",
steering"
and
automobile
ads.
of
characterize
that
-
they
for
example,
much
of
the
"free",
little
lose
declares
is
the |
I
become
their
that
in
richer
than
j twenty
most
"fresh",
"special",
"collocate" with other
associated
is
"groups
what
"low
about
is
which
like
fat",
certain
the
apparent
and
advertising;
sports
lexical
kinds
of
co-occurrence
of
something
can
be
from looking at the
"rich
taste",
"fresh
"low-cholesterol
"easier
are
and
toothpaste
transmission",
car"
diet"
cleaning"
characterize
"automatic
"world-class
with
basically
toothpaste"
and
'neckline'
them
who
list
parts.Collocations
"sugar
headlines,
"new" - communicate
vocabulary
of
others.
become
Collocation
language
a
instructions.
makes
a
identify
especially
words
(1966),
These adjectives usually
items
the
which
common
gives
"easy" and "rich" among
in
natural
f requency
vocabulary,
us
dress-making
"guaranteed",
high
the
puts
to
prescriptions,
some
the
impact.
advertising
the verb
are
"extra",
their
original
or
themselves
newspaper,
or
advertising,
"instantly",
because
a
recipes
reporting
Since
by
'Cleanse'
advertising,
fashion
almost
"power
inevitable
in
3 0
There
is also
so regularly
LEECH
they
(196(5) m e n t i o n s
clichés
on
that
a group
in
Britain
the
'Nothing else';
can
be
of
the
some
which,
uniqueness
of words
and
designated
most
curiously
of
the
"No other';
phrases
'there's
that
as
common
enough,
recur
clichés*.
advertising
"put
emphasis
advertised
product:
nothing
'the
like';
best
!
in the world';
simply
'the
hyperbole
,
advertising
'Britain's best;
best'.
All
which
is
these
'the best
you can buy';
or
clichés
rely
on
another
common
heavily
feature
of
register.
We can add other examples of this stereotyped
language:
"total protection or your money back";
"that's just what
expect
people
from
Brand
X" ;
"More
how effective Brand X is";
and
more
use
hyperbole,
superlatives
examples given above. Elliptical
X
gets
term
a
in
softer,
the
vagueness of
brighter,
c o m p a r i son
is
are
and
not
comparatives
wash",
indicated
such
where
also
like
when
the
as
"Br-and
the
second
reveal
this
reference.
Another interesting device of advertising
idioms***
it."
empty claims
comparatives,
cleaner
you'd
discovering
"most doctors recommend
Many of these clichés make vague and
they
the
and well-known phrases, especially
is the use of
in the headlines.
* cliché: "idea or expression that has been too much used and is now out-dated; stereotyped
phrase." In: HORNBY, fl.S., e d . Oxford advanced learner's dictionary of current English. Oxford,
University Press, J974. p.154.
**hyperbole: "(use o f ) exaggerated s t a t e m e n t ( s ) made for effect and not intended to be
taken literally." In: HORNBY, fl.S., e d . Oxford advanced learner's dictionary of current English.
Oxford, University Press, 1974. p.419.
*** idioa: "phrase or sentence whose meaning is not o b v i o u s through knowledge of the
individual meanings of the constituent words but must be learnt as a whole." In: HORNBY, fl.S., e d .
Oxford advanced leárner's dictionary of current English. Oxford, U n i v e r s i t y Press, 1974. p.421.
3 1
During
our
research
we c o l l e c t e d
five
samples
which
contained these types of phrases:
1) "The styles are up to the minute. But the prices are
behind the
times."
(Watches Westclox, RD October
2) "Who has their
feet
the clouds?"
3) "Some
of
on the ground
best
business
like the
well-to-do
(Hyunday automobiles,
isn't
1
you
see
always
isn't
what
and
perhaps
and played with.
turn
b)
them):
the
most
advertising
advertising
a)
is
WILLIAMS
get
-
"Seeing
order
to
get
the
1989)
well-off."
(....)
is."
this
is
Seeing
(Merit
example
"What
you
believing"
of the reader who
fascinating
its
feature
flexibility
with
keep
-
the
to
be
three main
words
people believe that a particular product
of their feelings about
of
the
see
in
is
cigarette.
play
and
2,
be
sayings
(1980) presents
copywriters
to
In
(create,
public's
to help the public remember the message;
In
out
get.
the attention
challenged to try the
why
come
tasting
the common
get"
order to attract
of
1988)
still
you
1988).
inverts
vocabulary
17,
in
1989)
September
advertiser
you
LF March
but
LF
is what
and
believing,
cigarette,
But
ideas
their head
(British Airways, NW February
4) "Drive
5) "What
and
(DAEWOO, TM October
the
blue."
1973)
and
of
the
modified
reasons
change,
attention;
c) to make
is the answer to some
i
life.
and
keep
the
public's
attention,
3 2
advertisers often
as:
incorrectly,
coining
them from one class to another,
blending
new
spelling
"break the rules of English"
one,
of
words
making
puns
"breaking
discussion
the
which
acceptability
and
rules
is
x
of
to
our
of
"Many
intelligent
of a s e n t e n c e
all
grammaticality;
people
for
contexts.
still
The
equate
greeting
appropriate
in a conversation
people
are
into
defined
in
just
being
happiness
with
fun"
However, the fact
between
that
it
it
at
"How do
is
a
but
and
other
language,
between
varieties
of
appropriateness
of the
Linguists
acceptability
pal?"
not
formal
you do,
are
clear-out
which
acceptability
less."^
HALLIDAY,
study
in
1966) w h e r e
acceptability,
to
their
is
In addition
Mcintosh's
tried
according
cases,
help
is
between
dinner,
sir?".
religious,
language
that
The
spoken
scientific
determine
the
utterance.
have
but,
legal,
is
acceptable
going,
friends
introduced
for
sentence
contrasts between colloquial and formal speech, between
written
a
of
the
"How's
where the etiquette would call
and
idea
question
example,
is grammatical does not mean
who
us
is o f t e n
acceptable because it is grammatical.
in
This
leads
the
shifting
to form a
statements.
work:
ways
deviation.
terms
a sentence
words,
two words
English"
central
The a c c e p t a b i l i t y
its
ambiguous
new
in such
not
to
devise
to
STRANG
is a l s o
a matter
this,
techniques
of
and
yes-no,
presents
ranges
he d i s t i n g u i s h e s ,
three kinds of
sentences:"
in
judging
"though
a considerable
STRANG
Patterns
(1968),
for
but
part
there
area
of
of
moreAngus
(McINTOSH
terms
of
in
&
their
3 3
1) sentences
Jane
which
has
just
we
accept
come
at
occasion
paper
because
for
basket
3) sentences
we
their
conceivable
tomorrow
the
any admitted
In this
the
register
public
20,
LEECH
terms
of
invention
lexical
new
items,
of
flaming
English
we
an
waste-
words,
could not have a use
e.g.
These
Twenty
do
concentrate
for
the
of
the
rules
writing",
lexical
and
made
a it.
interpret
exploitation
of
The
which
imagine
not
are
in
because
conform
on
those
but also clauses and phrases)
"Creative
we
e.g.
which
we w i l l
"violate"
(1966),
readily
environment,
advertising,
attention
chapter
by
of
but
to
pattern.
research
(not only sentences,
cannot
though
had
e.g.
violently,
clearly unacceptable,
any
ungrammatical,
use,
snored
which,
hesitation,
in;
2) sentences which are not
boggle
without
of
of
items,*
or
meaning
unorthodox
language,
which,
of
which
in
Based
on
advertising
deviation
and
in
homonymy,
combination
is
in
attracting
English.
English
violation
multiple
figurative
purpose
units
the
of
central
issue of our study.
According
to
LEECH
pronounced by advertising
(1966),
the
specialists
word
most
is "creative".
frequently
But what
¡
does
it
mean
Copywriters
have
to
be
creative
to use their
in
the
imagination
use
of
to create
language?
something
* T h e type of neologism (new lexical item) considered deviant is, according to LEECH (1966),
a "nonce" formation, i.e., a word coined for one occasion "which strikes the reader or listener as odd
and beyond the customary process of w o r d - f o r m a t i o n " (p. 178).
3 4
new and
striking
in order
to make
people
remember
their
ads.
And one of the most effective ways of doing this is to violate
the
orthographic,
contextual
rules
grammatical,
of
the
language.
lexical,
semantic
or
However,
violation
by
itself does not make an advertisement
creative.
affirms
of
that
"the
constructive
effect
use
of
condition
violation,
(1966)
creativeness
whereby
some
special
is
the
kind
of
is conveyed.
We
(1966),
minimum
LEECH
now
present
O'DONNELL
&
some
TODD
examples
(1980),
of
violations
TURNER
(1980), at various levels of linguistic
(1977)
from
and
LEECH
WILLIAMS
patterning.
Or th ogra ph i c
The brand names:
and "Glo-coat"
"Brylcreem",
(LEECH, p.
"Rice Krispies",
"Ryvita"
177)
Grammatical
1) "Only two Alka-Seltzers ago"
2) "A
new
way
Greyhound
to
it!"
beat
the
(LEECH, p.
Christmas
(source not
177)
rush,
available)
Lexi cal
Neologisms :
i
1)
"Cookability
(O'DONNELL &
!
2) "It's got
3) "They're
- that's
TODD,
the
wonder
p.108)
peelability"
temptational"
4) "The chocolates that outsparkle them
(LEECH,
of
p.178)
all"
Gas"
1
3 5
Blending :
1) "There's no Carnparison"
2) "Guintelligence Test"
(Guinness +
3) "Absolutely Marleyvous"
4) "Schweppervescence"
(O'DONNELL & TODD,
Unorthodox
(Campari + comparison)
intelligence)
(Marley + marvellous)
(Schweppers + effervescence)
p.108)
collocations:
1) "Children
of
today
to eat hard, too"
play
(LEECH, p.
they
need
178)
2) "That's how you can eat sunshine
(LEECH, p.
- and i
hard
everyday"
182)
Semantic:
We have
deviation,
figurative
decided
to
ambiguity,
language,
next chapter.
include
under
the
incorporating
also
which will be discussed
puns
in detail
of
and
in the
Please"
2) "Ask for More"
(brand name of a king size
(O'DONNELL & TODD,
3) "Rest assured"
(TURNER,
p.109)
(to advertise a mattress)
p.100)
Puns :
Save
the
type
Here are some examples of ambiguity:
1) "Players
1) "Lose
semantic
ounces
pounds"
2) "Give your hair a touch of
spring"
3) "Don't just stick it. Bostik
(O'DONNELL & TODD,
p.109)
it"
cigarette)
3 6
4) "You'll go nuts for the nuts you get in Nux.
It fills you up and gives you lots of go"
(LEECH,
During
ambiguous
possible
p.185)
our
research
headlines
which
also
are
found
some
presented
examples
now
with
of
their
interpretations:
1) "Finally
pantyhose
are."
that
aren't
on
the
run
when
(No nonsense pantyhose, RD April
pantyhose run
t
we
people
on
moving
about
2) "This
become
the
bunch
until
=
run
of
a simple
=
broccoli
cheddar
continuously
active
was
uninspired,
utterly
sauce
the cheese melted = became
the heart melted = became
aerobic
chicken."
workout
melted
your
and
heart."
1989)
soft
tender
should
be
tough.
(Dinner Supreme, RD March
tough aerobic workout
1989)
unwoven
(America's Dairy Farmers, RD April
3) "Your
you
Not
your
1989)
= vigorous
tough chicken = hard to cut or chew
4) "Mercury - how to feel comfortable hugging a road."
(Mercury Tracer, PW March 27, 1989)
hug
a
person
=
put
the
arms
(it feels
hug a road = cling to
5) "This
country
the world."
The
has
round
of
(it feels
biggest
itself
this
but
in
ad
tightly
comfortable)
safe)
drinking
(Volkswagen, RD October
ambiguity
headline
the
'
does
the
problem
in
1973)
not
lie
in
the
combination
of
the
3
headline and the main illustration
which shows a gas
station
for
full
of
big
this illustration
"bug" and
car
cars
waiting
fuel.
Below
there is a picture of a Volkswagen
the subhead:
that
Drinking
gives
you
problem,
"A sobering
25
miles
then,
which
thought
to
from
the
refers
example
was
our
of
kid-proof
in
This
expression
of
in
the
the
was
of
we
found
nonce
"Finally
only
one
formation.*
It
pantyhose
that
(No nonsense pantyhose, RD June
formed
such as "waterproof",
material
sense
the h e a d l i n e
practically kid-proof."
that
gasoline.
selection
neologism
to
to alcoholic
drinks, means in this case the problem of a car
spends too much
the
gallon."
usually
the problem of a person who is addicted
In
7
on
the
analogy
"bullet-proof" and
of
other
are
1989).
compounds
"soundproof".
CONCLUSION
In
this
advertising
technical
in
terms
of the language
example,
patterns),
consonant
these
the
chapter
terms
and
of
described
its
definitions
characteristics.
of advertising
use
of
alliteration
features),
features
we
Many
could
still
parallelism
(repetition
rhyme
and
the
language
and
objectives,
additional
meter.
initial
However,
would go beyond the scope
aspects
be considered:
(repetition
of
of
of
consonants
the
this
* ( S e e p.33 and footnote).
for
formal
study
or
of
research
work. In the next chapter we focus on figurative language
its use in advertising.
of
and
3 8
NOTES
1
Mexico,
ANTRIM, W.H.
1973.
p.l.
2
ed.
1985.
R O T Z O L L , K.B.
D i s c o u r s e and
P.94--105.
Publicidad.
Mexico,
Advertisements.
communication .
McGraw
Hill
de
In: VAN DIJK, T.A.
B e r l i n , de
Grayter,
n
»
°DICIONARIO brasileiro da lingua p o r t u g u e s a .
Paulo, Mirador Internacional, 1977.
p.1419.
2 ed. São
i
4
English.
0 ' D O N N E L L , W.R. & TODD, L.
Variety
in
contemporary
London, George Allen & Unwin, 1980.
p.101.
5
V E S T E R G A A R D , T. & S C H R 0 D E R ,
advertising• Oxford, Basil Blackwell,
K.
The
language
1986.
p.vii.
of
6LEECH, G.N.
E n g l i s h in a d v e r t i s i n g : a l i n g u i s t i c
study of advertising in Great Britain.
London, Logman, 1966.
p. 25
^JORGE, M.A.G.
Agencia de p u b l i c i d a d e : a tecnologia da
valorização
a s e r v i ç o do p a t r o c i n a d o r .
S ã o P a u l o , 1977.
p. 13.
Dissertação, Mestrado, P o n t i f i c i a U n i v e r s i d a d e Católica
de São Paulo.
8
V E S T E R G A A R D & SCHR0DER,
9
LEECH,
p.10.
p.33.
10
LEECH,
11
V E S T E R G A A R D & SCHR0DER,
12
V E S T E R G A A R D & SCHR0DER, p.110.
13
W I L L I A M S , A.
14
LEECH,
p.33.
Your
p.82.
choice?.
. ¡
London,
Longman,
1986.
p.60.
p.27.
15
W I L L I A M S , p.13.
1 6 p o r further discussion on cohesion and coherence see:
HALLIDAY, M.A.K. & HASAN, R.
Cohesion
in
English.
London,
Longman, 19 76.
VAN DIJK, T.A. & KINTSCH, W.
Strategies
comprehens i on.
New York, Academic Press, 1983 .
WIDDOWSON, H.G.
Teaching
Oxford, University Press, 1978.
17
V A N DIJK, T.A. & KINTSCH,
18
LEECH,
p.90-1.
language
W.,
as
p.149.
of
discourse
communication.
1
39
19
Q U I R K , E. & GREENBAUM, S.
A
university
London, Longman, 1973.
p.205.
English.
20
LEECH,
p.108.
21
LEECH,
p.59.
grammar
of
22
A L L E N , J.P.B.
Some basic concepts
in
linguistics.
In: A L L E N , J . P . B . & C O R D E R , S. P.
T h e E d i n b u r g h c o u r s e in
applied
linguistics.
London,
Oxford
University
Press,
1974.
V.2,
p.38.
23
theory
24
as
C H O M S K Y , N.
A s p e c t s of t h e
Cambridge, Mass., MIT Press, 1972.
p.7.
W I D D O W S O N , H.G.
Teaching language
Oxford, University Press, 1978.
p.3.
25
TURNER,
26
R0TZ0LL,
27
0 ' D 0 N N E L L & TODD,
p.104.
28
0 ' D O N N E L L & TODD,
p.104.
G.W.
Stylistics.
London,
of
syntax.
communication.
Penguin,
1977.
p.104.
p.99.
29
L E E C H , p.74
A K M A J I A N , A.; DEMERS, R.A.; HARNISH, R.M. Linguistics :j
an i n t r o d u c t i o n
to l a n g u a g e a n d c o m m u n i c a t i o n .
2.ed.
Cambridge, Mass., MIT Press, 1984.
p.298-9.
30
3
i o ' D O N N E L L & TODD,
32
LEECH,
p.105.
p.110-1.
33
D A V I E S , E.E.
The language of television
Lingua, 68.(2/3); 257-89, March 1986.
p.261.
8.ed.
34
LEECH,
p.107.
35
LEECH,
p.107.
advertising.
i
i
36
O G D E N , C.K. & RICHARDS, I.A.
The meaning of meaning.
New York, Harcourt, Brace & World, s.d.
p.31.
37
M A L I N O W S K I , B.
The problem of meaning
language.
In: O G D E N & R I C H A R D S ,
The meaning
p.307.
38
39
T U R N E R , Stylistics, p.117,
in
of
primitive
meaning,
26.
H A L L I D A Y , M.A.K.; McINTOSH, A.; STREVENS, P.
The
linguistic sciences and language teaching.
London, Longman,
1974.
p.88.
4 0
40
B O L I N G E R , D.
Aspects of Language.
Harcourt, Brace, Jovanovich, 1975.
p.102.
41
WILLIAMS,
S T R A N G , B.
London, Edward Arnold,
STRANG,
44
LEECH,
New
York,
p.43.
42
43
2.ed.
p.225.
p.176.
Modern English
1968.
p.27.
structure.
2.ed.
3
FIGURATIVE LANGUAGE IN ADVERTISING
In
which
this
is
general
the
figures
the
three
of
to
analysis.
authors
figurative
one
figurative
language
which
be
will
and
main
tropes
which
are
explain
the
Finally,
we
give
types
of
mentioned,
metonymy
these
tropes
some
language
found
our
discuss
language and English
best foundation
for our
3.1 FIGURATIVE
LANGUAGE
in advertising
and
language
figures
of
in
our
in
in
our
other
Geoffrey
N.
stylistics,
constitute
the
research.
- A GENERAL
Some authors use the word
figurative
to
examples
Although
on
the
and
presented
Leech's approach because his studies on semantics,
figurative
limited
for
of
a
tropes
tropes
and personification.
focus
is
are
these
give
the
We also give
figurative
we
research
sources
we
introduce
namely,
examples
of press advertising.
which are simile
are
some
of
advertising
First
metaphor,
from various
selection
of
then
analyzed,
present
Definitions
aspect
language.
The
other
research
discuss
thought*.
the language
two
we
of
synecdoche.
of
of
figures
or
order
use
view
group of
chapter
in general,
thought,
or
VIEW
metaphor
either to refer to
including
to
refer
to
figures
just
of
one
speech
kind
of
* S o m e of the issues presented in this chapter have already been discussed in an article
previously published in Fragmenta, 1_ : 153-77, 1990
4 2
figure of
In
thought
in contrast with
etymological
metaphora,
terms,
meaning
literary
terms
definitions
metaphor
and
other
purpose
of
work
applied
to figurative
works
this
these
broad
language,
L I B E R M A N & FOSTER'S
(1968)
defines
metaphor
unknown
of clarifioation
of
the
the
metaphor
function
clarify
In
of
objects,
the
historical
accounts
for changes
the creation of new
former."
metaphor
in
is
terms
ideas,
in meaning
Another
to
we
in
of
verbal
linguistic
rather
(1958).
grammar of metaphor,
by
to
terms
comparison,
this
to
sake
lexicon,
explain
and
or
situations.
language,
"metaphor
words
and
even
experiencing
term
the
than
"The
one
point
for
the
a specific
is "any replacement
essence
kind
of
as
of
view
of
"related
various
philosophical
Although
JOHNSON's
to functional
metaphor
transference
suggests
LAKOFF &
(1983):
An introduction
do w i t h
working definition
refers
for the
to
emotions
is that of
From
the general
one by BROOKE-ROSE
are
of
is
of many
live
and
another.""
grammarian, HALLIDAY
having
metaphor
words."'
Metaphors
(1985) explains
According
development
understanding
of
the
known
literature
Another broad d e f i n i t i o n
in their book
For
itself
kind
to something
persons,
some
lexicon of literary
"special
in
of
meaning.
a
usually of something
of
metaphor
A modern
as
Greek
bring
of the word.
definitions
a specific variety of figurative
the
Dictionaries
reference
sense
and
synecdoche.
from
over".
of
loose
and
derives
"transfer, carrying
considering
our
metonymy
use
of
thing
of
a
grammar
figures
kinds.
approach
title
of
is
the
of her book,
the
of one word
word,
A
her
by another,
4
3
or any identification of one thing, concept or person with any
o t h e r . T h e
metaphor
suitable
but
book
we
itself
feel
that
brings
a
BROOKE-ROSE's
for works in the field of
As
we
metaphor
in
one
of
type
all
of
of
from
them
figure,
definitions
example,
perceive
figurative
the statements —
description
approach
definitions,
not
refer
allows
us
the
"figurativa
specifically
to
interpret
language.
If
"figurative
something
thing
else
a word
notice
that
metaphor
language
or,
that
belongs
these
another,
to
to
known,
relating
one
are
presented
very
so
for
language
terms
—
we
to
In all
figures
through
one
thing
verbal
in
a
will
those
of
of
to
them
of
the
"transfer". Comparing the unknown
understanding
as
concrete"®
in
similar
far.
just
'applying
else'
of
them
is a
thing
Aristotle,
to
we t a k e ,
I
language
something
definitions
that we have
already
saying
according
central idea is the same:
the
is
more
notion
which clarifies the abstract by comparison with the
and
is
of
literature.
these
does
which
complete
terms
transference
to
of
and
replacing one wox"d by another, all this relates to a change of
reference,
where
one
term
which
usually
refers
to
one
thing
now refers to another.
According
language
thought
is
to
divided
also called
LIBERMAN
into
&
F O S T E R •( 19 68 ) ,
figures
tropes.
of
speech
Figures of speech are
syntactic combinations or sound patterns,
zeugma" and
figures
"usually
analogical
personification,
of thought
—
and
are
as
synecdoche,
and
figures
of
"verbal or
from alliteration
irregularities
in
figurative
metaphor,
metonymy
—
of
to
content,
simile,
but
also
4 4
including rioncomparat i ve variations of literal meaning —
irony
the
and
rhetorical
tropes
is
Portuguese
question."' A
given
by
"tropos
the
are
"tropos
example.®
also
among
hyperbole,
the
various
paradox
analogical
figures
But
and
of
there
is
represent
According
to
fiction
deviations
("Americanly"),
the
clues
one
the
answer
an
simile
metaphor,
i
In
an
deviant
LEECH
which
be
can
among
However,
language
our
are
such
the
research
for
of
we
as
other
besides
Do
from
linguistic
is
yes.
applied
of
of
lexical
formal
the
book
and
scales
the
degrees
of
be
which
or
the
("portentous
deviations
associated
and
in
Neologisms
or graphological
the
to
thought
code.
and
code?
Style
patterning
paradox
to
figures
features
collocations
"Linguistics
to
the
interpretations
refers
these
The
of speech
synecdoche,
(1970)
the
linguistic
special
essay,
rhetoric",
while
question:
to figures
the
metonymy,
"tropos
personification
they
in
in
and
and ¡ irony,
and
figurative
account
regularities
to
The
in advertising.
infants"), semantic, phonological,
are
level
is to focus on the use
found
deviations
from
word
of
synecdoche.
brings
the
of
defines
level.
allegory
of
thought
in relation
exploit
at
who
synecdoche
synesthesia,
still
LEECH,
(1981)
considered
can
find
use
types
metaphor, metonymy and
really
and
in this work
briefly
(1978)
at sentence
metonymy and synecdoche
mention
because
we
classification
change
metonymy
sentença"
Our purpose
metaphor,
as
as change
metaphor,
de
MOISÉS
de d i c ç ã o "
"tropos de sentença"
de dicção"
MASSAUD
further
like
with
irony.®
figures
of
of
deviation
descriptive
and
4 5
institutional delicacy.
In the latter we measure how deviant a
feature is in relation to all the varieties of a language. The
least deviant, or the most normal, feature
common
to
all
varieties;
therefore,
the
is the one which
more
common
the
is
less
deviant and vice-versa. The descriptive delicacy estimates
structural
in
other
importance
words,
it
of
an
institutionally
measures
capable of eliciting
"the
in the reader
degree
deviant
of
the
feature;
surprise
it
is
(or listener)."'®
)
1
The example given is:
(1) broad smile
(2) free
(most
normal)
smile
(3) damp sinile
from
(4) high
smile
If LEECH
states
that
figures
1 i ngu i s t i c
code
and
the
deviation,
the
JAKOBSON
metaphorical
of
literature,
thought
him
a
for
"switch
on
on
larger
are
refers
to
not
hand,
like
are
degrees
declares
no
the
"A
which
are
sub-code
of
in
grief
According
"refreshingly
not
deviant
"a
I
to
this
low
price"
because
"the
of
allow
variations.
with
Although
its
we
own
agree
rules
that
which
in
the
green
ago
belong to a sub-code of the larger English code:
advertising",
that
are
deviation
or
of
They
varieties
within
is
departures
deviant.
Thomas).'1
sunshine"
speech
other
(Marvell)
expressions
the
the
and
there
shade"
of
stylistic
code;
example,
deviant)
even
are
certain
(Dylan
interpretation,
and
of
in a green
there"
(1969),
creations
regular processes
sub-codes
(most
saw
they
sub-code
these
register
of
4 6
advertising
attention
these
special
cire acceptable
to refer to them as
Other
figurative
(1975)
and
Sortal
Semantics,
and
have
given
(1975),
have
attract
the
frequently
audience's
used,
we
from the linguistic
different
(or metaphor
GUENTHNER
to
very
deviations
authors
language
effects
code.
interpretations
to
in a general sense). VAN DIJK
in
argued
prefer
their
that
account
under
of
Formal
specific
and
conditions
certain sentences which apparently are deviant may be assigned
an interpretation.
MATTHEWS
(1971) and M a c C O R M A C
developed
x-especti vely a "linguistic
theory"
of
metaphor
interpretations
to
be
the
of
main
agreement about
metaphorical
3.2
they
metaphorical
point
it.
of
and
also
sentences.
the
a
discuss
new
Deviation
discussion
require
semantically
a
but
special
deviant,
have
"cognitive
seems
there
is
We prefer to follow LEECH's argument
sentences
because they are
interpreted
where
theory"
(1985)
no
that
interpretation
i.e.,
they cannot
be
literally.'"
FIGURES OF THOUGHT - TROPES
The
synecdoche
figures
studied
("tropos
de
here
are
dicção")
metaphor,
because
semantic deviation and change of reference.
to discuss
select
the
various
most
definitions
appropriate
of
for
they
authors
work
or
and
represent
First, we
different
our
metonymy
intend
and
adapt
then
them
according to our purpose.
Although metaphor, metonymy and synecdoche are
separate
tropes, there is no general agreement about the origin of each
one."
HALLIDAY
(1985),
however,
presents
a
very
clear
and
4 7
X
simple
classification.
METAPHOR
-
a word
which
from
used
it
for
something
usually
concrete
refers
resembling
to;
to abstract
a
sense.
"A flood of protests poured in
METONYMY
-
a word used
for
something
that
transfer
Example:
..."
related
to that
I
i
which
"It
it usually
won't
refers
happen
to.
Example:
I
breathe
while
still
(live)."
SYNECDOCHE - a word used
of
that
for some part
which
Example:
it
"Let's
or
usually
larger
whole
refers
to.
go and have a bite
(have
a meal)."
According
to
HALLIDAY,
we
can
grammatically in terms of relational
METAPHOR
-
derives
from
relational
interpret
these
figures
processes:"
the
intensive
process:
("is")
a large
type
quantity
i
of
is
a flood.
METONYMY
-
derives
from
type: living
SYNECDOCHE
- derives
a meal
These
explain
point
of
the;se
view
definitions
tropes .
of
each
from
the circumstantial
is by
the
consists
by
of
We
("has")
type:
bites.
HALLIDAY
author.
at")
breathing.
possessive
Interpretations
("is
are
vary
will
try
just
one
according
to
way
to
to
the
present
the
* T h s e x a m p l e s are from HALLIDAY, M.ft.K. fin introduction to functional grammar.
Edward Arnold, 1985. p.319-20.
London,
4 8
tropes
separately
contrast with the
3.2.1
but
very
often
they
will
be
defined
in
the
figures
of
figurative
language
is
others.
Metaphor
This
thought.
is
the
Actually,
most
for
discussed
many
of
authors,
all
metaphor. UiLLMANN ( 1973 ) quotes the opinions of various
writers: according
is
to
have
imparted
a
by
command
of
another;
mentions the
that
to Aristotle,
"the greatest
metaphor.
it
is the
This
mark
alone
by
far
cannot
be
genius";
"absolute power of metaphor"
and
Mallarmé
Proust
argues
"metaphor alone can give a kind of eternity to style.
Metaphor has been defined as
identification
and
change
common definitions
in
of
thing
famous
contrast
ULLMANN
with
(19(34)
a currying
of reference,
is that metaphor
simile
presents
which
Paul
but
is an
is
an
Eluard's
over,
image
one of the
implicit
by
most
comparison
explicit
comparison.
description
of
simile
and metaphor in the following way:'®
simile
is
explicit
imagery;
("A is like
metaphor
is
simile
is
an
authors
have
explicit
is
comparison
introduced by a word such as
such as
'seems'. If
metaphor.'11
In
the
opinion
image by
omits
of
similar
between
things,
a
analogy
identification
B")
presented
the speaker
by
B")
implicit imagery;
("A
Other
image
definitions:
essentially
'like' or
&
unlike
'as', or a verb
'like' or
LIBERMAN
"A
'as', he
FOSTER
uses
(1968),
4 9
"metaphor
is
a
special
something
unknown
to
kind
of
in which
like
"a metaphor
is
from
the
which
However,
not
the
sake
by
of
the
to VAN DIJK
version
of
is a subgroup of
explicit
according
is
usually
for
"simile
is made
a shorter
'like*
known
while
the comparison
as." 18
or
comparison,
something
clarification of the former"
metaphor
of
of
deleted
the
use
(1975),
comparison
(....)
but
it
metaphor
were
» 19
presupposes
a
The
terms
introduced
(1936).
by
which
I.A.
They
are
define
Richards
the
tenor,
tenor is the thing
we are
is
present
that
the
tenor
which
is
a
not
metaphor.The
shared
the:
following
vehicle
under
Two
mixed
example
The
&
the
to
and
word,
(are)
ground
can
walking
of
identify
the
referent
or
when
(1969)
these
comparison
terms:
tenor
shadow"
the
is
we
common
LEECH
of which
which
is
the
"life" is the
The
vehicle
construct
is
in terms
ground.
the
illustrate
"a
rhetoric
"something
while
we
of
(that
is
the
tenor
is
what
the
as common
feature between
the
sequence
of
the
vehicle.
types
metaphor
LIBERMAN
which
shadow", where
discussion)
or listener
tenor and the
....
"the
ground
(the image or analogue
represented).
reader
phrase"
and
by the tenor and the vehicle.
"Life's but a walking
is
about
but
a
philosophy
is compared,
present
of
vehicle
talking
which
parts
The
the
metaphorical
feature(s)
which
in
the
interpret
gives
the
in
to
meaning
1
comparison.
result
and
FOSTER
the
from
a
allegory.
(1968)
as
"the
sequence of m e t a p h o r s . B A R N E T
The
metaphors:
first
changing
of
is d e f i n e d
vehicles
(1969), however,
states
by
in
that
a
5 0
"a mixed
'Let's
metaphor
iron out
treated
combines
separately
type
most
of m e t a p h o r .
translating
understood
world
its
of
the
Its
persons
literature
used
losing
events
Bunyan's
character,^
"hit"
in
However,
they become
their
metaphoric
They
are
the' sense
According
to
becomes
Second:
into
an
be
is
"extended
it as
obtained
others
they
by
are
famous allegories
Pilgrim's
metaphors
some
Progress
in
and
have to present a
metaphors
suggestivenes s
the
of
so-called
"successful
are
LEECH
"dead"
in the
and
"dead
so
commonly
language,
their
deviant
metaphors",
pop
song"
or
the
process
the
like
cliché
roses".
(1977),
is c a l l e d
three stages in this process
First:
can
completely assimilated
"Life for them is a bed of
metaphor
fact
which
Comedy.
comparison.
that
in
meaning
In order to cause impact,
striking
is
Two of the most
are
ludicrously:
this is why we included
true
and
often
The allegory,
time,
and
to symbolize.
Dante's Divine
metaphors,
the bottle-necks.'"^
and elaborated metaphor"^
one
two
which
"petrification"
and
a
the
are:^
"reference
and
limited by
convention."
"transferred
by
ground
of
definition
comparison
loses
its
become
analogical
f eeling."
Third.:
"absolute
deadness
entirely
or
diverge
to
felt between
-
literal
the
literal
and
extent
them."
meaning
transferred
that
no
dies
out
meanings
connection
is
5 1
Of all the definitions
one
by
BREDIN
( 1984 ) because
precise and clear:
of
a
thing
refers
3.2.2
to
that
things
our
is
the application
in
opinion
such
a
simultaneously,
similar
(1964) states that
with
contiguity.
one another
(....)
latter." 27
JAKOBSON
similarity
Some
the
in
Simile
most
of
the
name
that
the
name
implies
by
such
"two objects or ideas may be
two
and
metaphoric
ways:
by
examples
from
simile
"The
ploughing
the
a plough.
In
goes
the metaphor
the
and
may
the
However,
by
the
in
of
"the
is
explicit
both
contiguity,
the
other
hand,
of
illustrate
like
a
and
plough
ship"
with
implicit
whereas
because
of
these
tropes
its movement
the waves is. similar to the movement of a plough
on
process
help
similarity,
comparison
is
the
association
the
waves
ship" is associated with a plough because
Metonymy,
from
by
process.
(1969)
through
comparison
"like".
of
or
"The ship ploughs the waves"
land" associate,
simile
conjunction
ship
arise
the process
process
LEECH
similarity
metaphor
(1969) calls
this point. Both the metaphor
the
the
another.
association by contiguity the métonymie
in
is
way
and
to one
it
the
Metonymy
associated
the
we have chosen
in
else,
they are
ULLMANN
by
*"metaphor
something
to both
reference
for metaphor
in the
associates
the
"the
through
land.
things
by
i.e., it "applies the name of a thing to
something
else, whenever the two things are closely associated
in common
experience.In
Dickens"
*No
italics
in
the
the sentence
original.
"I've been
reading
J
52
the
métonymie
"Dickens"
other
are:
relation
here
types
means
of
thing
is
"the
works
métonymie
and
between
author
of
Dickens".
relations.
attribute,
cause
Some
and
In
this
metonymy
is
study
the
whenever
experience,
the
in
simultaneously.
use
a constant
und logic
most
many
common
container
and
and
such
instead
the
things
a
way
of
name
are
that
of
metonymy
to BREDIN,
a
thing
closely
the
name
refers
* metonymy
with
it
which
to
associated
opinion
of another,
relation
of
(1978). According
of
two
definitions
is
to
the
establishes
contiguity.^
Synecdoche
This
trope
associate
the association
is
things
often
by
is more
identified
contiguity.
restricted
with
In
-following
examples:
because
"strings"
all live under
house".*"
stand
one
"At
this
for
"stringed
roof"
Most definitions
can be summarized as
or the whole
*No
for a
italics
in
the
which
point
part.
original.
the
however,
between
(1985) gives
strings
"They
of synecdoche
because
it is only
instruments";
means
the substitution
metonymy
synecdoche,
part and whole or genus and species. HALLIDAY
where
are
sign and signified,
the
In MOISES'
word
both
will
application
use of one
3.2.3
we
(1984) and MOISÉS
else,
in common
both
the
since
product.
given by BREDIN
£
something
of
work
There
effect,
contained, an object and its material,
maker and
and
all
are very
of a part
take
over"
and
"They
live
in
simple
for
the
the
one
and
whole
5 3
3.3
THE TROPES IN THE ADVERTISING
According
advertising
language
kind of emotive
metaphor
to LEECH
to
(1966),
because
a
"metaphors*
they
associations
see
LANGUAGE
can
help
connection,
(1980)
or
also
important
to
atmosphere
for a product.
the ph rase
"the bright
is connected
another
ad,
copywriters
with
symbolic
Richmond
In an
bright
ad
We
that
they
for
a
between
metaphors
suggest
Cinzano,
suggests
lights
of
claim
right
interpret
identity,
taste"
sausages
the
in
item."^
states
because
lights
the
suggest
for the product.
the literal and figurative meaning of an
WILLIAMS
are valuable
the
for
that
expensive
to
have
"a
are
right
example,
the
taste
places.
taste
In
that
sizzles", where the metaphor connects the taste with the sound
of quick-cooking
sausages. The slogan
"Here comes the sun" for
Kellog's cornflakes associates cornflakes with the sun
it
is
the
symbol
of
warmth,
energy
and
life
itself.
illustration can be symbolic too and it can often help
a
metaphor.
visual
But
in
many
cases
important
because
carefully
public
illustration
The
explain
itself
is
a
metaphor.
We conclude then that
be
the
because
and
the words
chosen
evoke
in
in advertising
and
order
pleasant
to
the
pictures
catch
associations
way of doing this is through
creativity
metaphor**.
the
with
in an
ad
attention
the
is very
should
of
the
product.
One
To illustrate
this
*Thi; meaning of metaphor applied here by LEECH and W I L L I A M S is interpreted by us in a
general sense, in the sense of figurative language.
Strict sense. .
5 4
point
we
will
present
an
advertisement
where
sequence of metaphors which make the whole ad
HEADLINE :
there
a
metaphorical.
When allergies declare war on your eyes,
with Visine
is
fight
back
a.c.
ILLUSTRATIONS :
An
pollen particles,
open
eye,
cats and
and
feathers,
lawn mowers
cotton
approaching
threads,
the eye; a
small bottle of Visine a.c. eye drops.
BODY
COPY
When
the
allergy
season
rolls
in
with
its
heavy
artillery of pollen, dust and hay fever, defend your eyes with
Visine a.c.
Put a drop or two of Visine
are itchy, sticky and watery due
is clearly over!
d i s c o in f o r t
allergies.
This
into
to allergies,
ingredient
allergies
is war!
And
can
a.c.
So
is
that
battle
to get
to clear up the
cause.
Visine
eyes
and the
Visine a.c. has tetrahydrozoline
red out and a second special
sticky
a.c.
the
itchy,
watch
fighting
out,
back!
(RD, June 19 89)
In
battle.
this
advertisement
Through
metaphors
(allergies)
fulfilment
between
and
of
the
the
in
drops
the metaphor
the
last
allergies.
three
For
is
to
and
created
First
The
"heavy
is
the
there
expressions
with
suffering
from
a
at
the
a
war
chosen
to
is
in"
(to
Then
the
Visine a.c.
eye
back",
contain
of
problem
"rolls
artillery".
"fight
which
that
a.c. ) aiming
"declare war",
continues:
who
is
describes
counter-attack
sentences
someone
eyes.
war are:
numbers),
presented
text
needs.
allergi es and the
large
image
(Visine
the c o n s u m e r ' s
solution
so
the
solution
portray this idea of a
arrive
the
a
"defend",
and
"threat"
to
these
types
of
5 5
allergy
the most
this
what
is
victory
desired
the
of
metonymy
for
Sundance. The Pride's
the
sentence:
(RD, May
feeling
is
metonymy
of a person
property,
is
"The
and
then,
from
relief
thein,
and
through
the
line.
the
headline
Inside."
and
the
Pride's
Inside
because
who,
is:
body copy
Plymouth
"Pride"
case,
is
a
owns
the owner
also
for
"Plymouth
starts
Sundance
"The
with
RS."
Pride's
characteristic
a Plymouth.
This
of the car since
which appeals
be
sometimes
In an ad
in the expression
in this
feature
can
in the headline,
example,
is representing
an outstanding
synecdoche
in the signature
1988). The trope used
Inside"
relief
promises:
sometimes
in the body copy and even
automobile,
the
a.c.
found in advertisements,
an
is
advertisement
of Visine
Examples
remedy
to potential
it
buyers
of automobiles.
In two other ads we identify the use of synecdoche.
first announces reclining armchairs and the second
1) "Recliners
"See why
States,
the
up."
1989)
America's
ordinary-looking
Both
pickups:
by Lane - Where America puts its feet
(RD, April
2)
The
advertisements
country;
the
having
a
change
outdated pickups."
substitute
whole)
for
of
heart
about
(RD, April
1989)
"America"
"Americans"
(the
United
(people
in
America, or some people; a part) trying to pass the image of a
well-accepted
product and thus reach a very
large
public.
5 6
3.4.
SIMILE AND PERSONIFICATION
Sineo
we
personification
they
are
found
in
of
examples here.
comparison
feelings
is
is
"the
first
It
simile
is a
kitchen
appetizing
(as
because
and
and
which
decided
to
known
as an
of
and
since
present
add
these
"explicit
things"**
human
and
characteristics
inanimate
dishwasher
second
objects,
This
the
"appetizing"
here
or
dishwasher
and
comparison
is explicit
this
the
image
dishwasher which
four
human
* S e e p.43.
* S e e p.48.
silence
the
of
because
comparison
the
1973).
between
adjective
comparison
new
kitchen
ceiling
is
possible
are
apples,
fruit.
appears
between
your
(RD October
through
as).
of
simile
"Make
the explicit
in
sounds like a snowflake."
analogy
In
of
is
entrées"
entrées
design
cherries and other
because
simile
data
unlike
simile
your
appetizing
the
The
of
as
because
ceiling
of
the
generally
organisms,
example
as appetizing
use
we
attribution
to n o n - h u m a n
both
thought
essentially
ceiling
an
of
of
too*
of
ideas.
The
is
figures
content
between
examples
collection
Simile
personification
abstract
the
analogical
irregularities
or
some
IN ADVERTISING
a
of
em p h a s i z e s
the
headline
(SF April
sound
of
snowflake
the
one
1989).
this
falling
conjunction
quality
"When
of
a
There
particular
down.
The
like.
The
the
ASEA
is quietness.
other
ads
actions
the
and
figure
used
qualities
is
are
personification
attributed
to
5 7
inanimate
an
things
investment
or
abstract
house,
for
ideas.
example,
In
an
"money"
advertisement
is
for
personified
in
sentences such as:
"Your
money
money
is becoming
than
just
(....)
put
is
sit
waiting
to
work
impatient.
in
a
It
6-month
But if you'd allowed
your
(....)"
money
to
work
(NW October
Another
example
are able to "talk",
is
24,
harder
could
for
do
dollar
you.
Your
so much
more
deposit
account.
the Robeco Group to really
(....)
it
would
have
grown
1988)
the Volkswagen
Jetta
ad
where
cars
So it listens
when
"listen" and "speak" as in:
"Some cars talk.
This one listens.
you ask it to accelerate briskly.
(....)
True, our Jetta doesn't talk. Yet it undoubtedly
recipe
to people who love to drive."
(SM March
In
"Inside
another
ad,
is a pork recipe
is quite
difficult
purpose of the ad
a
the
kind
of
white
too.
chicken
recipe,
usually
attributed
The
The
is
as
image
which
to get
understand
which
prepare
inanimate
trying
to
meat
headline
if
tasty
as
by
we
do
chicken
the
beings
every
not
is
chicken
and
the
pork
is
easy
to
then
because
now
1989)
know
that
announcer
personification
to a n i m a t e
1989)
(LF November
to convince people
chosen
is
out"
speaks
an
is
a
action
applied
to
an
object.
last example
is a case
an a b s t r a c t i o n
( the
beauty
characteristics
that
mark
of
not
of personification
the
world)
exactly
a
in which
is
assigned
human
being
some
but
an
5 8
animate
image
left
being.
refers
outside
In
fact
we
to a small
pet,
but
should
be
can
even
a cat
brought
think
that
or a dog,
that
in to make
the
cheerful. This image is constructed out of the
"Bring the beauty of the world
come in
and
whole
cannot
place
more
sentences:
beauty and
openness.
brighten your home naturally
windows made with Sungate coated low-E glass from
(RD August
be
in.
Don't lock out the world's spacious
Let it
the
with
PPG."
1989)
CONCLUSION
In this chapter
we
tried
to
clarify
one
aspect
language of advertising which is the use of figures of
or
tropes.
language
We
and
definitions
first
then
and
presented
introduced
some
advertising.
We
personification
which
a
the
examples
also
general
to
gave
are
view
main
illustrate
types
of
thought
with
their
of
the
figurative
tropes
examples
other
of
of
their
use
simile
figurative
in
and
language
used in advertising.
We have identified
semantic deviations
give
us
the
metaphor,
clue
help
from the linguistic code. These
to
metonymy,
associations
between
provoke
the
figurative
interesting
special
and
The
meaning
interpretations.
synecdoche
literal
most
towards the: product.
and
the figures of thought as lexical
and
identity
what
are
figurative
different
is
—
reactions
that
makes
and useful in advertising.
exists
deviations
The
the
tropes
result
meaning
in
or
and
—
of
they
the
public
between
literal
figurative
language
so
59
NOTES
1 L I B E R M A N , M. M. & F O S T E R , E . E .
A modern lexicon
literary terms.
Gienview, Scott Foresman, 1968.
p.70.
2
L A K 0 F F , G. & J O H N S O N , M.
Metaphors
Chicago, University Press, 1983.
p. 5.
we
^HALLIDAY, M.A.K.
An
introduction
to
grammar.
London, Edward Arnold, 1985.
p.319.
4
B R 0 0 K E - R 0 S E , C.
A grammar
Seeker & Warburg, .1958. p. 23.
5
L I B E R M A N & FOSTER,
of
8
M 0 I S Ê S , M.
São Paulo, Cultrix,
9
Longman,
London,
p.53.
B A R N E T , S.; B E R M A N , M.; B U R T O ,
literary terms. London, Constable, 19 69.
L I B E R M A N & FOSTER,
by.
functional
metaphor.
6
7
live
of
W.
A dictionary
p. 67.
of
p.53.
Dicionário de
1978.
p.502.
L E E C H , G.N. & SHORT, M.
1981.
p.78.
termos
Style
literários.
in
2.ed.
fiction.
London,
^ L E E C H , G.N.
Linguistics and the figures of rhetoric.
In: FOWLER, R.
ed.
Essays on style and language.
London,
Routledge and Kegan Paul, 1970.
p.139.
Cultrix,
JAKOBSON, R.
1969.
p.85.
Lingüistica
e
comunicação.
l^Some theories about metaphor:
GUENTHNER, F.
On the semantics
i( 2/3): 199-220, 1975.
LEECH, G.N.
A linguistic
London, Longman, 196 9.
guide
.
Linguistics and the
F O W L E R , R.
ed.
E s s a y s on s t y l e
Routledge and Kegan Paul, 1970.
.
Semantics.
LEECH, G . N .
Longman, 1981.
of
metaphor.
to
M.
English
Paulo,
Poetics,
poetry.
figures of rhetoric. In:
and
language.
London,
London, Penguin,
& SHORT,
São
Style
in
1977.
386 p.
fiction.
London,
MATTHEWS, R.J.
Concerning a 'linguistic theory'
metaphor.
Foundations of language, 7j 413-25, 1971.
NUESSEL, F.
A cognitive
70(1): 70-3, Sept. 1986.
theory
of
metaphor.
of
Lingua,
6 0
R EI M M A R T, T .
On u n d e r s t a n d i n g
Poetics, 5(4): 383-402, Dec. 1976.
VAN DIJK, T . A .
Formal
semantics
discourse. Poetics , 4( 2/3.) : 173-98 , 1975.
poetic
of
m e ta p h o r .
metaphorical
l^BREDIN, H.
Roman Jakobson on metaphor and
Philosophy and literature, 8(1):89-103, April 1984.
14
H A L L I D A Y , M.A.K.,
p.320.
15
U L L M A N N , S.
Meaning
Oxford, Basil Blackwell, 1973.
16
ULLMANN,
S.
Language and style.
metonymy.
The
and s t y l e ,
p.44.
nature
of
collected
imagery.
Oxford, Basil Blackwell,
1964.
papers.
In:
.
p.180.
17
BARNET,
18
L I B E R M A N & FOSTER,
19
V A N DIJK,
20
R E INHART, 15.38 3.
21
L I B E R M A N & FOSTER,
22
BARNET,
23
L I B E R M A N & FOSTER,
24
LEECH,
Linguistics and the figures of rhetoric,
25
LEECH,
Semantics,
26
BREDIN,
27
U L L M A N N , The nature of imagery,
28
BREDIN,
p.101.
29
BREDIN,
p.101.
30
M0ISÈS,
p.334.
31
H A L L I D A Y , p.3 20.
32
L E E C H , English
33
LEECH,
34
BAENET,
p.68.
p.70-1.
p.195.
p.71.
p.69.
p.2.
p.227.
p.99.
p.181.
p.69
in advertising,
p.177.
p.181.
p.149.
4
METHODOLOGY
This
the
chapter
selection
of
classification.
describes
the
first
material
and
These criteria
the
then
procedures
the
analysis of the ads are
4.1.
in the
for
form
are relevant
in
its
of a
in
the
introduced.
PROCEDURES FOR THE SELECTION OF THE MATERIAL
The
selection
the concept
The
criteria
are presented
grid. At the same time some aspects which
taken
of
choice
of the ads used
deviation
of the
units
in our
as explained
for
our
work
is
based
in chapter
analysis
finds
2
(p.32).
support
Mcintosh's study on acceptability where he distinguishes
kinds
of
sentences:
hesitation;
2)
those
cause hesitation
interpreted
in
unacceptable
contextual
should
fit
analysis
which
which
which
are
particular
not
are
they
context;
violate
second
require
type,
since
3)
i.e.,
special
reading
special
reading
refers
elements.
the
linguistic
three
without
which
they need
to be
those
which
are
semantic
and
the selected
those
which,
according
to
in
but
syntactic,
a
considers
accepted
ungrainmat ical
In the present research
the
This
the visual
a
rules.
in
those
in terms of perception
because
grammatical,
context.
1)
on
an
features
units
though
to
the
attentive
as
well
as
6 2
The present study is limited to lexical and/or
features
which
might
cause
difficulties
in
semantic
a
literal
interpretation. Some of these difficulties might be the
of
deviant
1966),
collocations
such
as
or
"holiday
"collocative
taste"
and
focused
purpose of our work
them as the
irregularities
for
our
of
content
analysis
interpretation,
are
and
those
whether
not
they
on because
of
which
are
form.
do
the
for
a)
choosing
easy
the
was limited
and
d)
to
not
attractiveness.
in
chosen
a
literal
the
subhead,
of
the
reasons
reference
were:
circulation;
first
our
selection
because of its popularity
libraries
we
decided
Newsweek,
used
to
expand
and
Smithsonian
People
and
though not
as popular
useful and
appropriate
of our
our
requirements
sources
Weekly.
and
too.
include
In addition
San Francisco
as
found
at
some
these
we
even
variety of subjects and the large number of ads. However,
fulfilled
advantages
and
and
its
magazines
Other
allow
wide
At
bookstores,
Brazil.
units
2 (p.11-2)
b)
basically
line.
source
access;
The
the
were
other
in
our
Reader's Digest
availability
newsstands
as
it is not
headline,
in chapter
magazine
storage
c) durability;
its
explained
window".
tropes are
part of the body copy or even the signature
As already
(LEECH,
"intelligent
Syntactic deviations are not
to study
clashes"
result
Focus
which
Life,
to
this
as we
the other magazines
material
Therefore
they
Time ,
we
also
found
that
contained
fitted
the
presented
some
purpose
research.
We
collected
all
the
ads
which
kind
lexical and/or semantic deviation before our investigation
of
was
6 3
limited
of
to
the
ambiguity,
be
The
neologism,
the three main
would
tropes.
too
collected
simile,
tropes. Because
extensive,
we
CRITERIA OF
Af te r
procedures
the
study
decided
we
for
the
having
selected
mentioned,
on the studies
prepared
a
grid
which
these
and
figures
only
such
to
the
synecdoche.
our
of
next
according
step
quoted
most
classify
in chapter 3
The
aspects
units
according
to
the
considered when there is a sequence of metaphors,
for
example.
identification
association¡
and present
4.2.1
are
regarded
of
the
tropes
parts
and
types.
are
We
more
with
unit
which
ads
to
relevant
trope.
classified
some
was
one
aspect: s
In
the
each
are
trope.
ads
than
The
each
the
contains
figurative; e x p r e s s i o n s
of
cliché
investigate
of the authors
identification
features
to
of all
examples
CLASSIFICATION
already
them. Based
included
personification,
features as metaphor, metonymy and
4.2
units
as
important
definition,
shall
now
in
the
process
of
explain
each
one
is
the
them in the form of a grid.
Definition
The
definition
first
criterion
of the trope.
to
be
taken
If a sentence
into
by BREDIN
(1984):
"metaphor
a thing to something
to both
things
they
are
else,
to
of metaphor
is the application
in such a way
simultaneously,
similar
account
is to be classified
metaphorical, it should fit in the definition
that
is
one
and
that
implies
another."
given
of the name
the name
by
In
such
the
as
of
refers
reference
case
of
6 4
metonymy
we
other.
According
"metonymy
is
something
the
two
to
the
experience,
(19 7 8),
another,
in
on
for
which
the
a
he
as
each
metaphor,
BREDIN
name
of
of
one
a
is
in
figurative
process
or
for
a
refers
to
provided
by
instead
of
and
the
"an
logic
definition
whole
definition
synecdoche
expression
synecdoche,
of association
is by
identification
of
metonymy
or
by
the
LEECH
expression
of
concept."'
the
it
is
the
is
classified
either
next
is
to
elements.
In
between
similarity
combination of related concepts.
elements
by
the
or,
in terms of possession.
Each kind
contiguity
words,
implicitly
or
In synecdoche the
of trope
step
in other
being
is also by contiguity but the relation between
these processes of
associated
the main
part
also
word
to
association
the association
4.2.3
thing
name
constant
stands for a general
metonymy
In
use
each
(1984),
a
the definition
of a
that
metaphor
compared.
the
synecdoche
there
the
the
to
the
For
identify
by
complement
by
that
establishes
states
Process of
After
is
it
But
very specific meaning
4.2.2
the
a way
substitution
part.
where
such
metonymy
with
is based
(1966)
of
According
relation of contiguity.
whole
which
formulation
application
simultaneously."
MOISÉS
definitions
else, whenever the two things are closely
in common
both
selected
by
association
the elements
should
the
also
fit
is
in
association.
Parts
Another
important
step
in t h e
classification
of
the
6 5
tropes
is to identify
mentioned
in
traditionally
is the
the
made
referent
that to which
ground
the
previous
up of
or
what
vehicle. Based
the
of each
is
under
is being
common
and
we
be,
based
definitions. Therefore,
and
that
with
contiguity;
the
the
parts
and
on
proper;
3.
In
2) mixed
relations
synecdoche
5) maker
metaphor
metaphor;
these
are
types
3) extended
can occur between:
and product;
are
two
2) genus and
1) thing
kinds
6) object
of
a
the
identify
to
what
discussed
referent
relation
referent
of
and
and
as
are:
explained
1)
metaphor
metaphor.
Metonymie
and attribute;
4) sign and
material.
associations:
1)
cause
signified;
In
part
2)
synecdoche
and
whole;
species.
It was necessary
way
pai'ts
it belongs.
and effect; 3) container and contained;
to
these
and
Types
chapter
there
the
tenor
previously
Each trope has its own types of relations,
in
and
to determine
establishes
that which belongs to it or to which
4.2.4
compared;
is
for the parts of metonymy
the
referent
of
tenor
vehicle
the parts of metonymy are the
which
is
metaphors.
similar descriptions
should
The
the
identified
and synecdoche were not found it is possible
parts
been
metaphor
ground.
discussion;
implicitly
it has
feature!s ) between
in all the sentences containing
these
As
(p. 4 9 ) ,
vehicle
on these definitions
Although
one.
chapter
tenor,
the tenor
is(are)
parts
to define
and classify
organize
them
is
the
in
all
these
features
tropes. ,In our
the
form
of
a
in order
opinion
the
grid
which
best
is
i
6 6
presented
according
on
to
pages
the
67.
After
previously
the
sentences
established
each
of the
ad
is
image.
THE INTERPRETATION OF THE IMAGE
The
the
arranged
criteria
then analysed regarding the interpretation
4.3.
are
selected
features
association,
figurative
each
parts
and
language.
"translate"
language.
of
ads,
the
after
trope
types
In
classified
are
message
the
of the interpretation
to
process
of
in
terms
of
the
image
we
interpreted
into
a
probable
figurative language
between the advertising
according
definition,
interpretation
emphasize
advertiser in using
-
-
the
figurative
We also
being
of
direct
intention
in an ad. The
text and the illustration
of the
and
literal
of
the
relation
is also
part
image.
CONCLUSION
In this chapter
procedures
describing
classification
of
be
account
taken
into
These procedures
the
we tried
the
ads.
to clarify
criteria
We
in the
also
for
our
the
presented
interpretation
were considered
the most
methodological
selection
some
of
aspects
the
appropriate
and
to
image.
for
our
analysis.
NOTE
1 LEECH, G. N . , E n g l i s h in a d v e r t i s i n g : a l i n g u i s t i c
study of advertising in Great Britain.
London, Longman, 1966.
p.183 .
TROPES
METAFHGR
METONYMY
SYNECDOCHE
1
I
1
1
1
1
to
the
the
sa.
name
el
name
application
of
the
the
name
r e f e r a
The
use
of
L
and
it
f o r
a
of
general
ôt.sndlng
wery
CLEECH,
19£S)
concept."
meaning
e x p r e s s 1 on
s p e c i f i c
"An
a
for
part.
s u b s i i t u t 1 on o f a
part
t h e u i h o l e or- t h e
uihola
1304 3
0
c o n t i g u i t y .
CMOISES,
of
con i
1984)
both
Instead
to
The
Tor
a
ishes
r e l a t i o n
e l s e ,
an©
name
1984)
common
way
uih 1 c h
word
uj 1 t h
one
logic
another,
estabi
of
CBREDIN,
s i mu 1 i a n e o u s 1 y . "
that
c l o s e l y associated
In
experience,
In s u c h 3
of a thing to something
whenever- t h e two t h 1 n g s
"The
CBREDIN,
by such r e T a r e n c e thiat
they
ar© similar- to one
another-."
Implies
things
arid
that
both
way
simultaneously,
r e f e r s
3
such
¡n
oí"
something
thing
a
to
application
"The
of
D H F I rs I T I Grs
OF
1ty:
p o s s e s s i on
cont1 su i ty:
comb iriat 1 on
cont1 au 1ty:
1 d e n t If 1 c a t i on
s i m1 lar
A 3 3 G C I m í I Orí
PROCESS
23
1)
23
13
33
u/h i c h
the
common
arid
belongs
t he
or
b e 1 ongis
r e f e r e n t
uih i c h
the
t-uh I c h
referent
referent
t.o
to
that,
the
r e l a t i o n
of
c o n 11 Qu i t y
23
13
S3
53
and
and
arid
spec ies
genus
uiho 1 e
part
o b j e c t arid
mat e r i a 1
product
itieker
s i sn if i ed
arid
1
1
1
1
1
I
1
1
1
1
1
i
1
1
1
1
1
s ign
contained
1
1
container
1
1
1
1
1
1
1
and
1
1
e f f e c t
cause
th i na and
attr1 bute
metaphor
extended
1
1
1
m ixed
1
f
!
1
a
43
3)
/
1
metaphor
proper
mítäphor
1
¡
establishes-
r e f erent
23
13
3)
23
1)
TYPE
t h a t uj i t h uih i c h
the
referent
the
fe:atureCs3
between
t e n o r a n d vert i c 1 e
ground:
compared
uih i c h t h e t e n o r
1s
b e 1 riQ 1 mp 1 1 c i 1 1 y
that
to
d is c u s s ion i
that
r e f e r e n t
1:3 L i n d a r
tenor:
ZI v e h i c l e :
1)
PARTS
5
ANALYSIS OF THE
In
this
advertisements
regard
only
CORPUS
chapter
from
to figurative
the
use
collected
of
26
present
language.
this
three
that
In fact
main
tropes.
required
number,
contain
instances
and
of
the
examples
language.
use
synecdoche)
and
of
the
the
The
neologisms
already
(p.34-7)
used
and
make
The
16
are
the
those
up
samples
in
figures
used
Each
ad
identification
name. This code
only
by
discussed
simile
metaphor,
is usually
the
LEECH,
the
of
ads
the
which
is
ad
is
of
20 ads
of
16 are
metonymy
simile
headlines
in
of
3
2
are
(p.56-8).
and
synecdoche
the
advertiser
name
a
title
or the
is repeated
in the
be
In
found.
reproduced
and
pages.
i
given
given
and
chapter
chapter
metonymy
this
neologism
of
the brand
can
Out
1 of
we
because
personification
message
and
of identification
reading
and
in the following
which
transcription
presented
been
numbered
of
examples
ambiguous
is
photocopies
a
are
in
concerns
(metaphor,
with
to convey
in detail
tropes
16
3 3 magazines
deviation.
section
which
In
ambiguity,
main
which
a separate
will be analyzed
where
in
ads
analysis
Among the last
others
personification.
have
of
of
are analyzed
a careful
some kind of semantic
and 20 of figurative
selection
which
they presented
5 ads
a
various magazines
the
ads
we
in
chapter
product
Appendix
this
following
for
chapter
the
2
model
(p.20).
6 9
In
the
transcribed
i.e.,
those
units
deviation are in
beginning
of
advertising
copy
rest
of
trope
and
the
also
chapter
(p.67)
interpreted
given
to
and
the
the
our
analysis,
kind
of
semantic
repeated
separated
make them
explanation
before
interpretation
according
some
for
These units are
analysis
An
selected
contain
in order to
classified
4
which
text.
is
the units
italics.
the
the
collocations
copy
of
grid
whole
the
the
from
stand
about
the
image.
which
image
has
advertiser.
whole
from
the
deviant
The
been
used
the
out
classification
in terms of figurative language,
the context and the purpose of the
in
in
the
of
the
tropes
are
presented
the
ad
and according
in
is
to
7 0
SAMPLE 1 - Visine a.c.
HEADLINE :
(RD June
1989,
p.220)
When allergies declare war on your eyes, fight
back
with Visine a.c.
ILLUSTRATIONS :
An
open
eye,
and
feathers,
cotton
pollen particles, cats and lawn mowers approaching
threads,
it; a small
bottle of Visine a.c. eye drops.
BODY COPY :
artillery
Visine
When
the
of pollen,
a.c.
Put
allergy
dust
a drop
season
and
or
hayfever,
two
over!
special
sticky
allergies
discomfort,
This
with
its
defend
your
eyes
with
into
eyes
that
a.c.
to allergies,
and
is war!
And
ingredient
can
Visine
battle
to get
to clear up the
cause.
a.c.
So
heavy
the
Visine a.c. has tetrahydrozoline
red out and a second
allergies.
in
of Visine
are itchy, sticky and watery due
is clearly
rolls
itchy,
watch
is fighting
the
out,
back!
ANALYSIS
When
allergies
Visine
heavy
with
So
a.c.
(....)
artillery
Visine
watch
figh ting
declare
a.c.
When
on
the
allergy
of pollen,
(....)
out,, allergies.
back !
war
and
dust
your
eyes,
season
and hayfever,
the battle
This
is
fight
rolls
in
defend
is clearly
war!
back
And
with
with
your
over!
Visine
its
eyes
(....)
a.c.
is
7 1
There
formed
by
is d e v i a t i o n
odd
for
subject
declare
war
of
verb.
complement
battle
example,
that
in t h e m s e l v e s
they
on,
not
nor
Even
and
have
to the
of
does
is clearly over"
terms according
these
collocations
Allergies,
of
in
units
words
because
and
normally
does
though
your
the
are
expressions.
function
eyes
as
function
clauses
"This is war!"
to be
they
"and
are not
interpreted
in
the
as
the
deviant
figurative
context.
I. CLASSIFICATION OF THE TROPE
a) Def inition
METAPHOR
b) Process of association
The allergies are implicitly compared to the side
attacks
while
defends and
the
addressee
is
compared
to
the
side
which
which
counter-attacks.
PLAN OF
allergies,
IMAGERY
allergy
"declare
PLAN OF REALITY
season
attacker
declares
war"
"rolls in with its heavy
war
rolls in with heavy
artillery
artillery"
you
defender
"fight back"
"defend"
"and
the battle
is clearly over!"
"So watch out, allergies.
This is war !"
and
fights
counter-attacker
back
defends
ends the battle
threatens
72
c ) Parts
1. tenor - allergies;
you
(addressee)
2. vehicle - attacker; defender and
3. ground - something has to be
counter-attacker
destroyed
d) Type
3. extended
II. INTERPRETATION
metaphor
OF THE IMAGE
This sequence
between
the
allergies
"attack"
and
language
expresses
defend,
you
declare
common
agents
pollen
seem
the
message
of METAPHORS
to
and
the
the
which
idea
and
cause
be really
when
of
fight
with
The
Visine
battle
allergies
a.c.
The
in
heavy
artillery,
back
.
In the
illustration
attacking
hay fever bother you, protect
imaginary
war
allergies
allergies
an
addressee.
"counter-attack"
war
says:
you,
creates
such
the
caused
as
eye.
by
fur,
In
feather
literal
pollen,
your eyes with Visine
terms
dust
a.c.
and
and
7 3
SAMPLE 2 - Newsweek
International
(NW February
HEADLINE : Advertising
- sports-car
27 1989,
mileage
p.51)
your
message
goes
further
ILLUSTRATION: a sports-car
BODY
C O P Y ::
When
international
your
executive,
International.
affluent.
des tina tion
Well
shift
read
The educated.
leader.
In Newsweek
upwardly
mobile;
those
the
road
luxury,
steer
to
success.
style
and
them
SIGNATURE LINE:
STANDING
Geneve,
Singapore,
the
well
you
whose
fuel
in
of
of
...
the
Newsweek
established.
the
and
mind
gear
speaking,
drive
Individuals
the
decision
making
imagination
ambition
put
accomplishment
automotive
The
of
the
them
on
who
design.
seek
Why
not
direction?
Newsweek
DETAILS:
Hong
high
by
excellence
in your
into
The English
business
is
Sales
Kong,
International
offices:
London,
Stockholm,
Amsterdam,
Manila,
New
Frankfurt/Main,
York,
Paris,
Rome,
Tokyo.
ANALYSIS
Advertising
your
shift
mileage
destination
into
high
is
gear
your
message
the mind
of
... Newsweek
goes
the
further.
(....)
international
International.
When
executive,
In
Newsweek
7 4
you
fuel
drive
the
and
imagination
ambition
Individuals
excellence
of
in
of
the
put
upwardly
them
accomplishment
automotive
on
who
design.
Why
mobilethose
the
road
seek
to
luxury,
not
whose
success.
style
steer
them
in
and
your
direction ?
The
magazine
vocabulary
belongs
Expressions
imagination
because
to
such
and
they
used
the
as
here
to
refer
to
the
semantic
field
of
automobiles.
shift
automotive
usually
1. CLASSIFICATION
into
design
apply
high
gear,
are strange
to another
Newsweek
fuel
in this
the
context
area.
OF THE TROPE
a) Definition
METAPHOR
b ) Process of
There
association
is an
identification
between
the
advertisement
in Newsweek and the qualities of a sports-car.
PLAN OF
message
"mileage";
in
IMAGERY
Newsweek
"goes
"destination
is the mind
of the international
"shift
into high
"fuel the
further"
PLAN OF
REALITY
sports-car
covers great
distances
has a definite
destination
executive"
gear"
rides
fast
imagination"
needs
fuel
"upwardly
mobile"
"drive and ambition"
"road to success"
moves
represents
energy
travels on roads
7 5
"luxury, style and excellence"
presents these
"automotive design"
qualities
seems.to move by
"steer them in your direction"
itself
moves according
the driver's
to
commands
c ) Par ts
1 . tenor - advertisement
in Newsweek
2. vehicle - sports-car
3. ground - both are a privilege of successful
people
d) Type
3. extended
II. INTERPRETATION
metaphor
OF THE
IMAGE
This ad is aimed at
In order
image
to attract
of a modern
success.
The
text
these
potential advertisers
people
sports-car
the
because
is practically
with the illustration,
magazine
an
it
in Newsweek.
appeals
represents
allegory
to
the
style
and
which,
combined
implicitly compares an advertisement
in
Newsweek to a sports-car.
The
literal
advertise
distances
quickly.
in
and
In
people
who
people
who
style
and
News, w e e k
reaches
Newsweek
are
are
interpretation
your
give
ascending
on
their
excellence.
successful people
in
message
the mind
you
of the
Why
your
to
you
direction?
when
over
international
to
the
and
try
and
who
to
you
great
executive
imagination
energetic
success
don't
that
spreads
supply
socially;
way
is
of
ambitious
seek
attract
luxury,
these
7 6
SAMPLE 3 - Newsweek
International
(NW May 22 1989,
HEADLINE : Land
frequent
BODY
C O P Y '•
When
p.49)
fliers
ILLUSTRATION : an airplane
your
- airplane
with
a direct
landing on a runway
destination
international
executive,
International.
Well
read
affluent. The educated.
approach
is
your
by
the
ticket
the
The English
well
mind
of
is
Newsweek
established.
speaking,
decision
business leader. In Newsweek you enter the world of
who
travel
the
world;
individuals
who
service wherever they go. And expect
rented
cars,
and duty
and traveler's
Reserve
first
checks
class
free
Geneva,
DETAILS:
Hong
Singapore,
Kong,
require
Even
from
the
The
making
executives
quality
it from airlines,
they carry. Be first
hotels,
credit
in their
and
cards
thoughts.
space.
SIGNATURE LINE: Newsweek
STANDING
shops.
the
Sales
International
offices:
London,
Stockholm,
Amsterdam,
Manila,
Tokyo.
X
New
York,
Frankfurt/Main,
Paris,
Rome,
7 7
ANALYSIS
Land
frequent
fliers
destination
ticket
is
is
with
the mind
Newsweek
a direct
of
the
approach.
(....)
international
International
(....)
When
your
executive,
Reserve
your
first
class
space.
This
ad
advertisers
to
also
announce
airplane.
Therefore,
semantic
field
of
as
land
expressions
and
reserve
uses
first
an
in
the
image
to
Newsweek.
vocabulary
commercial
frequent
convince
In
this
used
case
it
belongs
aviation
fliers,
potential
is
to
including
destination,
an
the
such
ticket
class.
I. CLASSIFICATION OF THE TROPE
a) Def initlon
METAPHOR
b) Process of association
Advertising
in
Newsweek
is
associated
to
flying
with
style.
PLAN OF
advertising
IMAGERY
in
PLAN OF REALITY
Newsweek
flying
"land frequent fliers with
a direct
"destination
with
style
safety
approach"
is the mind of
the international
definite
destination
executive"
"ticket"
"reserve first class
ticket
space"
= right to fly
first class = the best
accommodations
7 8
c)
Parts
1 . tenor - advertising
in Newsweek
2 . vehicle - flying with
style
3 . ground - both are a privilege of affluent
people
d) Type
3 . extended
metaphor
II. INTERPRETATION OF THE
Similarly
of
a
high
to the previous ad
technology
and
message that advert.ising
the international
IMAGE
this
prestigious
in Newsweek
executive.
one uses
product
is the best
interpretation
image
convey
way to
the
reach
The illustration, which shows an
airplane landing on a runway, complements the
The
to
the
of the
text
image.
is that Newsweek
is the
direct medium through which the advertiser reaches the mind of
the
international
executive.
That
is why
he
very good space for his message in Newsweek.
should
reserve
a
7 9
SAMPLE 4 - Norelco
HEADLINE : Baby
your
legs.
a
young
ILLUSTRATIONS :
two
(RD January
1990,
woman
p.43)
resting
a baby
on her
legs;
shavers.
BODY COPY : Norelco can shave
silky
smooth.
tears.
Because,
razors,
choose
Without
we've
Norelco,
nicks,
with
made
your grown-up
both
close
you've
pinching
the
or
made
the
soft
irritation.
Norelco
comfortable.
legs baby
Without
Ladyshave
You'll
choice
to
see.
baby
and
Wet/Dry
When
your
you
legs.
Beautifully.
SIGNATURE LINE
(SLOGAN): Norelco - We made close
STANDING
DETAILS:
1989
Division
of
American
North
Norelco
Consumer
Philips
comfortable.
Products
Corporation,
Company.
Stamford,
A
CT
06904
ANALYSIS
Baby
your
legs.
i
There
of
the
treat
(treat
verb
like
is a semantic
(to)
a
with
baby
baby,
to
excessive
with
deviation
the
coddle
here
noun
(treat
legs.
verb
the
To
In
generally
collocation
baby
indulgently),
indulgence).
"mimar" . This
in
means
to
Portuguese
translated
as
applies
to
or animals
(especially pets) but here it is applied to
to
pamper
it
is
people
legs.
8 0
I. C L A S S I F I C A T I O N
OF
THE
TROPE
a ) D e f initi on :
METAPHOR
b) Process of association
The
use
represents
the
of
the
verb
to
a METAPHOR because
treatment
given
to
a
baby
there
baby
and
with
is an
to
the
the
noun
association
legs.
The
legs
between
METAPHOR
suggests you treat your legs the same way you treat a baby.
PLAN OF IMAGERY
PLAN OF
"Baby your legs"
REALITY
Take care of your legs as you
would take care of a baby
c) Parts
1. tenor - legs
2. vehicle - baby
3. ground - softness and
smoothness
d) Type
1. metaphor
proper
II. INTERPRETATION
OF THE
IMAGE
This ad's message
is: with
Norelco
your legs as you would treat a baby and
soft and
smooth
as a baby's
with silk in silky
illustration
sitting
shaved
on
which
her
with
smooth.
Norelco
Therefore
even
(see the
slogan:
This
are
babies
a
is
smooth
can
We made
young
sit
close
to
show
a
them
you
have
is also
a
with
that
legs
baby's
and
a
comfortable.).
as
comparison
by
naked
which
delicate
feel
treat
legs
is complemented
woman
like
on
you will
There
The message
shows
legs.
skin.
Ladyshave
the
baby
are
skin.
comfortable
8 1
SAMPLE
5 - GTE
(SM March
HEADLINE : We give
you
1989,
p.6-7)
the power
to open
any
darkness.
ILLUSTRATION: the illuminated heart of a flower
BODY COPY:
we put
Light. It is magical. Powerful. Essential. At GTE,
that power
to illuminate
sports
and
"home".
Our
the
first
to
more
our
create
engineers
the
U.S.
than
pixel
bring
run more
dark.
than
And
hand.
the
have
warm
It
is the
anyone
in
glow
the
six
At
We
can
lighting
also
efficiently,
GTE,
thousand
we
ease
a
the
give
you
ways.
None
of
small
them
years.
is
And we were
to
grow,
child's
power
are
lighting
technology
things
of
means
ten
technology
make
can
that
more
past
tube
power
the arenas
introduced
fluorescent
halogen
industry.
businesses
the
of your
the face of video scoreboards worldwide.
automotive
of
to
touch
facts of science. To brighten
Sylvania
example,
changing
the
business.
innovations
For
the
at
of
small.
the
make
fear
light
in
Because
at GTE, the power is on.
SIGNATURE LINE: GTE - The power is on
ANALYSIS
We give you
the power
The collocation
to open
of
open
any
and
darkness.
darkness
is what calls
attention of the reader because these two words do not
come
together.
the
usually
8 2
I. C L A S S I F I C A T I O N
OF THE
TROPE
a ) Def initi on :
METAPHOR
b ) Process of association
The
because
verb
opening
consequently
to
open
is
is similar
used
to
here
in
exposing,
a
metaphoric
cutting
passage,
letting the light enter a closed and dark
PLAN OF IMAGERY
sense
and
space.
PLAN OF REALITY
"to open any darkness"
to expose dark places to
the
light
c) Parts
1 . tenor - to open
2. vehicle - to
illuminate
3. ground - light, luminosity, openness,
vastness
d) Type
1. metaphor
proper
II. INTERPRETATION OF THE IMAGE
Through
a
METAPHOR
to open
in a context
In fact
the whole
GTE
is
a
connection
company
with
the
where
ad deals
which
the text
it actually
with
makes
the
advertiser
the
employs
means
"power
electronic
illustration
the heart of a flower which is illuminated
to
of
the
verb
illuminate.
light"
since
equipment.
shows a close-up
from the
inside.
In
of
8 3
SAMPLE 6 - Sungate
HEADLINE : Bring
(RD August
the beauty
1989,
of
p.196)
the world
in.*
Just by clipping
this out.
ILLUSTRATION :
a
living
room
whose
balcony and a street covered with
BODY C O P Y :
Don't
openness.
Let
with
windows
Just
mail
brochure
help
make
it
made
in
on
how
the
in
and
windows
coated
made
more
and
with
For
will
Sungate
to
see
beauty
home
glass
a
more
you
coated
PPG.*
a
free
glass
and
information,
and
naturally
from
send
comfortable
for the dealer nearest
(SLOGAN): Sungate
your
low-E
PPG
beautiful,
'round.
us
spacious
brighten
below
allows
snow
world's
Sungate
coupon
year
1-800-2-GET-PPG
SIGNATURE LINE
come
home
All
out
with
the
your
efficient.
lock
window
can
energy-
just
call
you.
- The Intelligent
Window
STANDING DETAILS: a coupon;
Sungate
and
The
Intelligent
of PPG Industries,
Window
are
registered
which
usually
trademarks
Inc.
ANALYSIS
Sungate
- The Intelligent
The
mentally
adjective
capable
in teiligent
beings
describes an inanimate
Window
is
used
here
with
applies
a
noun
object.
" T h e s e sentences wore analyzed in chapter 3 (p.57-8) as e x a m p l e s of p e r s o n i f i c a t i o n .
to
that
8 4
I .
CLASSIFICATION
OF
THE
TROPE
a ) Def initi on :
METONYMY
b ) Process of association
In
The
Intelligent
to the people
who
it.
a
There
is
manufacturer
make
Window,
intelligent
this window
relation
of S u n g a t e
of
is
and
also
contiguity
intelligent
therefore Sungate is The Intelligent
actually
to
those
then
and
refers
who
buy
because
the
buyer
the
too;
Window.
c) Parts
1. The Intelligent
Window
2. a) the intelligent
manufacturer
b) the intelligent
buyer
d) Type
1. thing and
attribute
II. INTERPRETATION OF THE
The
Sungate
METONYMY
is
manufacturer
seen
from
the
and
the
used
window
IMAGE
in
for
the buyer.
inside
of a
the
slogan
conveys
intelligent
In the
living
see a balcony and a snow-covered
the
idea
that
people,
both
the
illustration
room
street.
and
the window
through
it
we
is
can
8 5
SAMPLE 7 - Gourmet Chandelier Ceiling
HEADLINE : Armstrong
introduces
(RD October
1973,
p.11)
Gourmet
SUBHEAD : The new Chandelier Ceiling
that looks good enough
to
eat under.
ILLUSTRATIONS :
the
Gourmet
Ceiling
installed
in
a
kitchen;
j
three samples of other designs:
Santero,
Colonial
Sampler
and
Provinciale
BODY COPY : Make
your
entrées,
a
with
Armstrong.
the
*
it's easy
new
Apples,
design
of
kitchen
ceiling
Gourmet
cherries,
Gourmet
as
Chandelier
peaches,
delicious.
to keep clean. And
appetizing
it's
your
Ceiling
pears
Gourmet
as
and
is
from
lemons
make
vinyl-coated
acoustical,
so
it
soaks
so
up
excess noise. All you need is a few dollars. Enough tile for a
10'xl5'
than
room
you
spent
reasonably
can
our
ceiling
to
more
your
you can
for
your
Chandelier
match
any
than
last
$90
big
install
professional
can do
other
no
for
handy,
arrange
Gourmet
costs
dinner
Ceilings
in
in
is
probably
party) .
If
you'll
Once
probably
another
your
you
room.
house:
American, French Provincial, and Contemporary
We've
Spanish,
designs.
* T h i s sentence was analyzed in chapter 3 (p.56) as an example of simile.
dealer
see
want
less
you're
it yourself. Or your
installation.
kitchen,
room
(which
what
one
got
of
a
Early
8 6
STANDING DETAILS:
Ceiling
Center
Chandelier
See
the entire collection
or any
Ceilings.
building
To
find
the
toll-free number: 800-243-6000
Or,
for
a
Armstrong,
dealer
list
and
materials
one
(SLOGAN):
your
dealer
nearest
free
color
Pa.
Armstrong
Armstrong
that
you,
(in Connecticut,
7310 New St., Lancaster,
SIGNATURE LINE
at
carries
call
this
800-882-6500).
booklet,
write
to
17604.
- Creators
of
the
indoor
make
the
design
world
ANALYSIS
Apples,
cherries,
of Gourmet
design
everyday
pears,
and
lemons
j
delicious.
The
noun
peaches,
collocation
which
of
appears
the a d j e c t i v e
in
this
delicious
sentence
is
not
language and that is why it is considered
I. CLASSIFICATION OF THE
with
the
common
in
deviant.
TROPE
a) Definition
METONYMY
b) Process of
The
to
the
association
adjective
design
delicious
through
a
is
métonymie
which applies to the fruit extends
of the
fruit.
c) Parts
1. delicious
design
2. delicious
fruit
transferred
from
process.
its reference
the
fruit
Delicious,
to the
design
8 7
d)
Type
1. thing and
II. INTERPRETATION
This
which
ad
attribute
OF THE IMAGE
announces
a
new
design
for
peaches
and
show
apples,
cherries,
association
made by
the advertiser
real
objects
delicious.
lies
In the
designed Gourmet
in
the
métonymie
illustration
Ceiling.
between
we
can
kitchen
other
ceilings,
fruit.
the design
use
of
see
part
the
of
and
The
the
adjective
the
fruit-
8 8
SAMPLE 8 - Plymouth Sundance
HEADLINE : Plymouth
Sundance
SUBHEAD : Introducing
Fun,
an
performance
1988,
p.72-3)
- The Pride's
Plymouth
and
unbelievable
(RD May
54
Inside.
Sundance
quality
Rally
standard
Sport.
features
at
price.
ILLUSTRATION : a Plymouth Sundance RS
BODY
COPY : The
wheel
drive
Pride's
.
powersteering
handling
. power
lumbar performance
.
SIGNATURE
. liftback
. split
leather-wrapped
7 years
engine
.
locks
.
power
RS,
5-speed
precision
versatility
.
fold-down
seat
steering
rear
wheel
Front-
adjustable
.
. luggage
AM/FM
rack
.
70,000-mile
Plan.*
LINE:
Plymouth
STANDING DETAILS:
70,000
Sundance
. and 40 more. Plus a 7-year or
Before
or
2.5
brakes
seat
integral fog lamps
Protection
Plymouth
fuel-injected
suspension
cassette
Inside
miles
or
Restrictions
Sundance
You're
RS.
The
Pride's
Inside.
^Protects engine and powertrain
and
100,000
apply.
against
miles.
See
**Sticker
and destination charges.
Inside.
outer-body
limited
prices
BUCKLE UP FOR
for 7 years
rust-through
warranty
exclude
at
title,
for
dealer.
taxes
SAFETY.
$7,995 Base sticker price**
7/70
$9,720 Sundance RS**
Division of Chrysler
Motors
8 9
ANALYSIS
Plymouth
Sundance
Plymouth
Sundance
Before
You're
The
line
is not
one
RS.
The
clear
at
Pride
is a
has
Inside
Pride's
(....)
Inside.
Inside.
interpretation
specified.
what
- The Pride's
done,
concerned with"
of
first
the
sight
"feeling
or
from
headline
and
the
because
The
Pride
of
satisfaction
persons,
things,
and this is not evident
signature
is
not
arising
etc.
from
one
is
here.
I. CLASSIFICATION OF THE TROPE
a) Definition
METONYMY
b) Process of
association
The Pride
refers to two kinds of
a) the pride
of the manufacturer
the Plymouth Sundance RS;
b)
the
automobile.
which are
pride
of
Therefore,
feeling:
for making
like
and
the
The
owner
Pride
for
c) Parts
1. The Pride
2. a) the pride of the
manufacturer
b) the pride of the owner
d) Type
attribute
having
refers
related.
1 . thing and
a car
to
such
two
an
things
9 0
II.
INTERPRETATION
OF
THE
The headline and
association
of
ideas
description
of
the
manufacturer
owner
is proud
is also
Therefore
the
proud
which
features
is
is
not
is more
implicit
tries
to
line of this ad make
clear
given
of the car. The
to
at
first.
prove
interpretation
but
perfectly
convince
is a car which both
the owner are proud of.
Sundance RS.
the signature
advertiser
Plymouth Sundance RS
IMAGE
the
an
The
why
the
that
the
possible.
reader
the manufacturer
that
and
In the illustration we see a Plymouth
9 1
SAMPLE 9 - Close-Up
HEADLINE : The
(RD October
toothpaste
1973, p. 33)
that
gives
you
this
can get you this Kodak camera
... for just
ILLUSTRATIONS : a girl holding
a
Close-Up
BODY
$12.75.
camera;
Buy
and
the
you
whitest
can
teeth
buy
and
Comparable
have
Close-Up
two
Kodak's
freshest
Hawkeye
boxes
value
any
$25.00.
Offer
questions
Camera
Offer,
about
P.O.
expires
your
Box
of
from
Instarnatic
for just
August
order,
1912,
breath
pocket
camera plus film, magicube and flash extender
you
smile
toothpaste.
COPY:
Close-Up
Kodak
Close-Up
31,
please
Baltimore,
$12.75.
1974.
If
write
to:
Md.
21203.
Allow 4 weeks for delivery.
STANDING DETAILS:
the Close-Up
kit.
a cut-out
smile,
I'm
enclosing
purchase
(side of
or
size
Large
now
coupon
I want
$12.75
check
of
... Address
or
... City
filled
Hawkeye
money
in;
or
mint
order
plus
Close-Up.
... Zip
got
camera
proof
from
1057, Baltimore, Md.
... State
I've
pocket
Lever Guarantee)
regular
Close-Up Camera Offer, P.O. Box
Name
Kodak's
the box with
tube
to be
of
Family
Send
to:
21203.
...
ANALYSIS
Buy
the whitest
The
collocation
Although
teeth
semantic
and
freshest
breath
from
deviation
found
here
of the verb
it is possible
buy
with
to buy
the
nouns
false
teeth
Close-Up
lies
teeth
we
do
(...)
in
the
and
breath.
not
believe
9 2
the
ad
refers
to
this
kind
normally not a complement of
of
teeth
here.
And
breath
is
buy.
I. CLASSIFICATION OF THE TROPE
a ) Definition
METONYMY
b) Process of association
The association
The whitest
Close-Up
teeth
and
of the
elements
freshest
breath
is
through
contiguity.
are the effects of using
toothpaste.
c) Parts
1 . Close-Up
2. Whitest teeth/freshest
breath
d) Type
2. cause and
effect
II. INTERPRETATION OF THE
The
literal
IMAGE
interpretation
of
the
selected
unit
simple terms that with Close-Up you have the whitest
freshest
breath
you
METONYMY
because
can
the
possibly
effects
get.
The
(whitest
are used in place of the cause
figure
is
in
teeth and
employed
teeth/freshest
is
breath)
(Close-Up).
i
This a d v e r t i s e m e n t
Close-Up
price.
the
consumer
Therefore
products.
And
the
the
can
ad
presents
a special
also
a Kodak
is
buy
actually
consequences
of
beautiful smile, white teeth and fresh
camera
trying
the
offer:
to
for
a
sell
purchase(s)
breath.
buying
low
two
are
a
9 3
The
main
illustration,
which
shows the face of a girl who
occupies
is holding
a camera
her eyes as if she were taking a picture.
beautiful
perfect
girl
facial
with
features.
face is her smile.
rosy
lips
attracts
right
in the middle
which
appear
reinforces
used by the
long
But
Her mouth
the
idea
hair,
what
of the page.
that
advertiser.
also
the
show
smile
most
the
The
is
in
two
her
teeth
and
since
it
is
Close-Up
smiling,
strongest
and
on
boxes I of
a person
the
nails
white
of
to be a
striking
reader
page,
front
She seems
beautiful
of
whole
polished
is
with
attention
in the coupon
the
blond
the
which
argument
9 4
SAMPLE 10 - Uncle Ben's
HEADLINE:
"Company's
(RD April
1989,
p.171)
coming."
ILLUSTRATIONS : a table set for a special dinner: the meat,
rice
and
the vegetables;
a box of
the
Uncle Ben's Long Grain &
Wild Rice.
BODY COPY:
and
Uncle
elegant
delicious.
Ben's
touch
to
Long
your
Why settle for
SIGNATURE LINE
Grain
& Wild
table.
Rice
100%
adds
a
festive
natural.
100%
less?
(SLOGAN):
Uncle
Ben's
The Rice
Long
with
Grain
& Wild
the Holiday
Rice.
taste.
X
ANALYSIS
Uncle
Ben's
Holiday
Long
Grain
&
Wild
Rice.
The
rice
with
the
taste.
The
that is,
expression
Holiday
taste
is
a
nonce
formation,
it was coined for one specific occasion and that
why it requires a special
I. CLASSIFICATION
is
reading.
OF THE TROPE
a) Definition
METONYMY
... b ) Process of
Holiday
pleasure.
In
association
associates
this
case
in
The
everyday
rice
with
use
with
the
Holiday
fun
and
taste
9 5
creates
pleasant
expectations
the connection with
about
the product
because
of
holiday.
holiday
Holiday
fun,
pleasant, delicious
pleasure
taste
taste
c) Parts
r
1. Holiday
2. fun,
taste
pleasure
d) Type
4. sign and
signified
II. INTERPRETATION OF THE IMAGE
The advertiser here wants to associate
something
hol i day
pleasant
and
is c o n s i d e r e d
people
usually
meet
Holiday
taste
festive
occasion.
makes
the
by m o s t
for
an
The
figure
a
used
people
special
association
is
as
the product
METONYMY.
a
joyful
The
rice
between
the
product
complements
Since
day
meal,
illustration
with
when
with
this
the
and
a
idea
because it shows a table set for a special dinner where a bowl
of Long Grain & Wild Rice appears in the
foreground.
9 6
SAMPLE 11 - Egg Beaters
( RD March
HEADLINE : Your doctor's
advice
SUBHEAD : Now you can enjoy
1989, p.1-7 5)
never
the great
tasted
better.
tastes
of eggs with
zero
choies terol.
ILLUSTRATION: five different
dishes.
BODY C O P Y :
cholesterol-free
product.
enjoy
Egg
Now
the
Beaters
you
great
is
can
help
taste
of
lower
eggs
your
with
99%
real
cholesterol
Egg
Beaters.
and
And
egg
still
that's
pretty exciting. Now you can enjoy all the healthy protein
and
great
and
with
taste of eggs,
two-thirds
without
fewer
any cholesterol,
calories
than
eggs.
with
You
no fat
can
whip
up
a
fluffy omelet, stir up a smooth hollandaise or bake up a great
moist
cake
favorite
. . . and
egg
enjoy
recipes
it
all.
... you've
Because
got some
recipes. Recipes that, look good to you
if
you've
got
favorite Egg
. . . and your
some
Beaters
doctor.
]
SIGNATURE LINE: Egg beaters: The healthier
STANDING
Your
DETAILS:
Heart's
address
and
For
Content"
75(¿
to
52736. Offer expires
* a 30(¿ coupon
a copy
and
Recipe
of
two
our
recipe
book,
20ç! coupons,
Book,
9/30/89.
egg.
P.O.
Box
send
8094,
"Eating
your
To
name,
Clinton,
IA
!
i
9 7
ANALYSIS
Your doctor's
What
advice
advice
calls
with
associate.
taste;
because
better.
here
these
is
two
the
we normally
there
transference
is
a
collocation
words
is something
therefore
hearing to
tasted
our a t t e n t i o n
tasted
Advice
never
do
not
of
usually
hear
but
do
of
senses
not
from
tasting.
I. CLASSIFICATION OF THE TROPE
a) Def ini tion
METONYMY
b) Process of association
Advice
stands
for
was actually suggested.
to
reduce
eggs,
your
cholesterol
claims
low
doctor's
cholesterol
and
is
good
content
of
the
advice
or
what
In this case the doctor's advice was
Egg
Beaters,
cholesterol
advice
and
the
in
plus
the
taste
doctor's advice and eating Egg
good
place
are
a
substitute
taste.
of
Egg
effects
of
for
real
Therefore,
Beaters
and
following
low
the
Beaters.
c) Parts
1. your doctor's
2. Egg
advice
Beaters
d) Type
2. cause and
effect
II. INTERPRETATION OF THE
In
this
youx• doctor's
ad
advice
the
IMAGE
METONYMY
and
the
is
not
product
very
Egg
clear
Beaters
because
are
not
98
easily associated. However, we can
relate
the two tilings if we
know that the doctor's advice is to reduce cholesterol and Egg
Beaters
the
is cholesterol-free.
cause
makes
the
effects,
(the
doctor's
patient
which
Accompanying
the
prepared with Egg
look
The
advice
for
a
association
to
reduce
product
low-cholesterol
text
there
Beaters.
are
some
is
between
cholesterol,
(Egg
are
then
Beaters)
and
good
pictures
of
which
and
the
taste.
dishes
9 9
SAMPLE 12 - Iberia
HEADLINE: Follow
(TM January 25 1988,
the
p.26-7)
sun.
ILLUSTRATION : the sun shining through a pair of
BODY COPY : Our
any time,
sun
is
there
always
smiles
and
cover
is an
the five
Iberia
shining.
you
atmosphere.
close
wings
can
The
Your
always
sun
to our hearts.
SIGNATURE LINE
plane
is
continents.
in the
can
feel
it
something
Follow
sunglasses
see
air.
On
in
our
it
in
the
we
Somewhere,
board
at
the
hostesses'
warm,
friendly
Spaniards
carry
very
it.
(SLOGAN): Iberia Airlines of Spain. Warm to the
experience.
ANALYSIS
Follow
board
the sun.
the
hostesses'
sun
Our
wings
is
always
smiles
atmosphere..
you
Follow
central
the
five
shining.
can
feel
The sun is something
to our hearts.
The
and
cover
continents.
You
can
see
in
the
warm,
it
we Spaniards
carry
(...)
On
in
our
it
friendly
very
close
it.
image
of
this
ad
is
the
sun.
Its
collocations, however, reveal a special use of the language
order to achieve a specific purpose. When
as
something
which
shines
on
board,
or
in
the sun is presented
which
can
be
seen
in
1 0 0
smiles
and
carried
interpretation
is
close
not
to h e a r t s
possible.
also used in a figurative sense
The
we
know
that
expression
a
our
literal
wings
is
here.
I. CLASSIFICATION OF THE TROPE
a) Def inition
METONYMY and
b) Process of
The
SYNECDOCHE
association
main
trope
used
in
this
there is an example of SYNECDOCHE
the sun
the
rely on the accepted
sense
meaning
of
"state
of
friendliness,
contiguity
ad
too.
is
All
association
being
warm,
hospitality.
METONYMY
the
is the basis of the image.
between
wings
cover
stands for the whole
the five
"warmth"
and
to
in
"warmth"
association
through
Therefore the warmth
the sun relates to the kindness of the Iberia
In Our
references
heated"
This
although
of
crew.
continents,
a part
( wings)
(airplane) so we have a SYNECDOCHE.
c) Parts
METONYMY
SYNECDOCHE
1 . sun
1 . wings
2.
2. airplane
friendliness
d) Type
SYNECDOCHE
METONYMY
4. sign and
II. INTERPRETATION
METONYMY
on board
Iberia
signified
1. part and
whole
OF THE IMAGE
is
used
airplanes
in this
you
ad
find
to convey
a
friendly
the
idea
that
atmosphere. "
1 0 1
Through
the
environment
association
between
warm
sun
and
the advertiser appeals to the needs of the
In the use of SYNECDOCHE
aircraft
a
in a part-and-whole
the wings
a
warm
reader.
stands for the whole
relationship.
In the
illustration
we see the sun shining through a pair of sunglasses,
we know it is the central image of this ad.
therefore
1 0 2
SAMPLE 13- Eastern
(NW September
12 1988,
p.58)
HEADLINE : To the United States, your best choice
ILLUSTRATION :
a map of the United States; an
BODY COPY : From
Latin
America,
no
other
more destinations or better services
Eastern
offers
as well
as the gourmet
El
you comfortable
InterAmericano
airline
on-board
and
Canada
facilities
Airport.
advantages
And
and
and
more
remember
of One
Pass,
of
only
the world's
at
our
than
Eastern.
other
to more
cities
Miami's
-
with
International
offers
travel. To the U.S., your best choice is Eastern. Consult
your
(SLOGAN):
to
the
free
SIGNATURE LINE
way
you
earn
Travel Agent or call Eastern
fastest
routes,
no
Eastern
Eastern
you
exclusive
Miami,
connections
services
offers
jets on most
From
Caribbean
that
airline
fine wines
service.
the
airplane
in the U.S. than
wide-body
offers you more convenient
in the U.S.,
better
menus
is Eastern.
Airlines.
Eastern
- the wings
of
America
ANALYSIS
Eastern
- the wings
In
deviation:
this
one,
of
America
example
in
the
we
wings
can
and
identify
the
other
two
in
types
of
of
America
1 0 3
forming
the
phrase
the
Eastern.
The
first,
which
part
(the
second,
which
wings)
which
to
(Americans) which
will
stand
is f i g u r e
ref » r e s e n t s
wings
the
for
of
be called
the
2, u s e s
whole
refers to the
America
which
figure
whole
the
1,
noun
place
to
takes
(airplane)
a singular
in
refers
and
a
the
(America)
of
a
plural
individuals.
I. CLASSIFICATION OF THE TROPE
a ) Def init ion
SYNECDOCHE
b) Process of
association
Both figures
1 and 2 are examples
there is a relation between
of
an
airplane)
singular
noun
the place
of
(America),
of a plural
individuals.
wings
represents
We
America
can
noun
still
of SYNECDOCHE.
part and whole
the
airplane
representing
interpret
and
whole
which
the
wings
(parts
itself.
the
(Americans)
as m e t a p h o r i c
where
métonymie
In
is
if
the
Eastern airplanes then
be compared to birds
which are usually
to freedom
c) Parts
FIGURE 2
1. wings
L. America
2. an airplane
2. people
d) Type
FIGURES
1 and 2
1. part and
whole
a
in
the
the
wings
would
associated
(METONYMY).
FIGURE 1
to
phrase
refers to the organs of a bird.
(METAPHOR)
2
used
refers
whole
In 1'
in America
1 0 4
II.
INTERPRETATION
The
the
OF
slogan
freedom
THE
IMAGE
Eastern
of c h o i c e
-
which
the
Eastern
better facilities for travelling
is to present Eastern as
in
ma p
the U.S.
of
the
attractions
wings
to
of
each
offers
the U.S.
the best airline
In the illustrations
United
of America
because
it
The whole
to fly both
with
all
the
region.
This
reinforces
main
the
to
has
idea
to and
we see an aircraft
States
Eastern flies all over America.
refers
and a
tourist
idea
that
1 0 5
SAMPLE 14 - Lane
(RD April
1989, p. 12)
HEADLINE : Lane in the sun.
ILLUSTRATION : a
young
woman
sitting
under a parasol on the beach; besides
in
a
reclining
armchair
her, on the sand,
there
is a radio and a hat.
SIGNATURE
LINE
SLOGAN:
Action
Recliners
America
STANDING
DETAILS:
For
a
puts
free
Industries,
Inc. Dept Y030, Box
Styled with
Dupont
its
by
Lane
feet
-
Where
up
brochure,
write
1627, Tupelo, MS
Action
38802.
Dacron
For Extra
Lustre
ANALYSIS
Action
Recliners
There
by Lane
is a
is personified
and
- Where
semantic
it
deviation
is actually
whole.
I. CLASSIFICATION OF THE TROPE
a) Def inition
SYNECDOCHE
America
puts
its
here
representing
feet
because
a part
up
America
of
the
1 0 6
b) P r o c e s s
of
association
The whole
( A m e r i c a ) stands for a part
(Americans).
c) Parts
1. America
2. people in America
d) Type
1. part and whole
II. INTERPRETATION OF THE IMAGE
Through
the
convince the reader
Americans.
It takes
use
that
of
SYNECDOCHE
this
ad
tries
to
Lane recliners are preferred by all
the whole
(America)
to
refer
to a part
(Americans).
The headline
plays
with
the
Lane
brand
in
the sun
name
Lane
pronunciation of the past participle
lain
which
illustration
means
"to
complements
young woman resting
be
in
the
is ambiguous because
a
which
has
the
form of the verb
resting
message
same
to lie,
position".
since
it
it
The
portrays
in a reclining armchair on the beach.
a
1 0 7
SAMPLE 15 - Chevy Sportside
HEADLINE : Why America
(RD April 1989,
's having
a change
of
p.205)
heart
SUBHEAD : Chevy Sportside. More power than Ford, styled like no
truck available
from
ILLUSTRATION : a
Ford.
young
couple
talking
building beside a Chevy Sportside
BODY COPY:
The
hot
standard
sporty
standard
half-ton
licensed
ii-speed
the new
2-
n'
juicy
stepside
power
box.
Plus
than
Ford.
Chevy Sportside
or
4-wheel
a change
drive.
of heart
about
at
front
looks.
a big
a
to
Bumper
Plus
Chevrolet,
Chevy
and
trademarks of GM Corp.
The
Coca-Cola
Ribbon
Device"
Company
are
the
V6
see
why
See
with
In
more
Getrag-
Smooth.
your Chevy dealer's.
Warranty.
the
Including
overdrive.
See
either
America's
having
outdated
pickups.
ordinary-looking
for terms of this limited
old
standard
STANDING DETAILS: Chevy Sportside, now with
Bumper
an
Vortec
And
with
And
of
pickup.
swept-back
transmission
in
3-year/50,OOO-mile
your
Chevrolet
dealer
warranty.
Chevrolet
emblem
are
registered
1988 GM Corp. All Rights Reserved.
"Coca-Cola",
registered
"Coke"
trademarks
and
of
"The
The
1988
Dynamic
Coca-Cola
Company.
Let's get it together
SIGNATURE LINE
... buckle
(SLOGAN):
The
up.
Heartbeat
Chevy
truck
of
America
-
Today's
1 0 8
ANALYSIS
Why America's
having
a change
America's
having
a change
outdated
pickups.
(....)
Chevy
of heart
of heart
The
(....)
about
Heartbeat
And
see
ordinary-looking
of
America
-
Today's
truck
Amex'ica
is again
the name
of the country
which
for the people who live in it. In this ad the reference
having
why
a change
of
ICLASSIFICATION
stands
is to
heart.
OF THE TROPE
a) Def initlon
SYNECDOCHE
b) Process of
The
association
singula]- noun
for the plural
(America)
which
(Americans) which are the
is
the
whole
stands
individuals.
c) Parts
1 . America
2. people
in America
d) Type
1. part and
II. INTERPRETATION
whole
OF THE IMAGE
In this sample the advertiser
making
Actually
Americans
the
change
expression
their
used
is
claims
that
Chevrolet
opinions
about
a
of
change
pickups.
heart
appeals to the emotions and to the sense of novelty. The
of the
America.
heart
is also present
Another
recurring
in the slogan
feature
in
this
which
image
The heartbeat
ad
is
which
of
also
109
associates
pickup,
the
reinforce
pickup
to
Coke
the
the
heart
is
vending
idea
that
illustration
laughing outside the car.
the
color
machine
the
new
shows
"red"
and
the
Chevy
a
young
in
the
word
Sportside
couple
Chevrolet
Heartbeat.
is
a
To
modern
talking
and
1 1 0
SAMPLE 16 - Log Cabin Syrup
(RD April
1989,
HEADLINE : Rich maple taste now has 50% less
SUBHEAD : Introducing new Log Cabin
p.31)
calories.
Lite.
ILLUSTRATION : a plate with pancakes and a bottle of syrup
SIGNATURE LINE
(SLOGAN):
Log
Cabin
Syrup.
America
grew
up on
it.
STANDING
DETAILS:
1989
General
Foods
Corporation.
General
Foods USA
Note : There is no body copy in this ad.
ANALYSIS
Log
Cabin
Syrup.
America
grew
up on
This is another example where
the people who live in America.
I. CLASSIFICATION OF THE TROPE
a) Defini tion
SYNECDOCHE
it.
America
is
representing
111
b)
Process
of
association
Through
people
who
an
live
association
there
to refer to a part
this
between
sentence
the
uses
country
the
whole
and. the
(America)
(people in America).
c) Parts
;
1. America
2. people in America
d)" Type
1. part and whole
II. INTERPRETATION
OF THE IMAGE
Here
is
"The
whole
the
appeal
country
advertiser's
traditional
was
of
contemporary concerns
it
is i n t r o d u c i n g
basically
a plate
bottle of Log Cabin
new
the
raised
message.
brand
to
tradition
on
However,
syrup
Log
it
Cabin
of p a n c a k e s
Lite.
Cabin
although
is
like reducing
Log
of
also
with
The
butter
product.
Syrup"
Log
and
is
Cabin
conscious
calories,
Lite.
the
is
a
about
is
why
illustration
is
and
that
the
syrup
and
a
6
RESULTS OF THE ANALYSIS
In the
of
16 carefully
metaphor,
metonymy
samples
12
and
figures,
5 are
synecdoche.
found
does
13
not
present
fact
mean
advertising although
In
our
according
the
whole
interpretation
allusions
of
there are
more
this
each.
7 of
the
Among
of
most
definitions,
then
the
used
between
were
processes
the
image
was
that
the
ad.
The
to
the
of
product
and
the
of
were
in
samples.
association,
in relation
the
would
6
figure
objective
explain
reader
and
18
classified
they were interpreted
of
a way
tropes
the
metonymy
that is true for the collected
i
i
the
because
metonymy
examples
is
18 examples
altogether
tropes
metaphor,
that
context
in such
association
of
that
parts and types, and
to
two
investigation
to their
ads
and. s y n e c d o c h e
examples
The
analyzed
of
the
metaphorical
understand
message
the
of
the
advertiser.
In
elements
by
samples
of comparison
the m e t a p h o r i c a l
This
the
the
is done
plan
of
correspondents
in
the
where
are based
words,
reality.
on
the
possible
the assumptions
suggested
phrases,
comparison
In
of
this
is
sample
1
(s.l)
used
clauses
the
plan
or
of
sentences.
imagery
confrontation,
for the inetaphoric units
ex]3lain the approximation
In
metaphor
are
found
with
literal
in order
to
of the two plans.
the
whole
text
is
an
extended
1.13
metaphor
create
because
the
allergies
image
and
is a sequence
of metaphoric
a
battle.
In
the
your
eyes
you,
of
'attack"
yourself
Visine
there
"counter-attack"
a.c.
This
image
bring
reality.
together
The
declare
war,
that
attacks
in
must
first
respond
destroy
the
the
plan
of
is, both
a. battle
the
try
imagery
the
to
in
Together
two
order
the
and
the
to
trying
to
sell
are published,
the
2 and
same
3 are
advertising
Newsweek
objective
in
International.
they
use
to convey their message.
In s.2
which
as
mileage,
shift
used
to
refer
then
an
extended
announce
Newsweek
advertising
in
s.3
to
it
into
International
gear
advertising
metaphor.
related
executive
in
The
magazine
in Newsweek
is
high
and
side
which
image
of
itself.
first
on
a
itself
and
features
the
they
I
magazine
are
both
where..they
of
have
comparison
approximates
by associating
Many
is
However,
such
design
magazine,
s.3
an
expressions
of automobiles
automotive
Newsweek
flying
and
which
elements
field
is associated
to
side
the advertiser
to the semantic
of
text.
in Newsweek with a sports-car.
usually apply
plan
the
other
the plan of imagery and the plan of reality
advertisement
defe:nd
Although both ads
different
some
based
because
the
of
is
is
linguistic
interesting
space
t he
protect
illustration complements the message of the
Samples
which
and
and
plans
hurt
with
back
the
"defend"
combination
fight
that
imagery
"weapon"
the allergies
to -the a t t a c k
enemy.
of
of
addressee,
your
by
approximation
common ground,
with
the
is formed
linguistic units such as
which
so
plan
units
are
creating
also
used
while
in
to
s.2
to driving a sports-car,
with
style.
class
space
The
phrases
help to prove
1 1 4
this.
In
both
samples
the
association
is
based
on
the
assumption that driving a sports-car and flying with style are
privileges of successful and affluent
In S.4 the sentence
legs
are
special
and
delicate
like
a
Baby
your
legs
baby
and
they
treatment. The ground
smoothness
illustration
of
both
reinforces
last
the
baby's
the
message
collocation
to
open
of
any
example
open
darkness)
illuminate.
In
of
and
and
the idea of opening a place
the
that
it
the
receive
is the
legs
because
a
softness
skin
and
shows
a
the
young
legs.
darkness
case
should
the
metaphor
requires
this
suggests
of this metaphor
woman resting a naked baby on her
t
Our
people.
is
s.5
(we give
that
open
ground
of
where
you
be
the
power
compared
comparison
to let the light
the
in
to
lies
which
in
brings
the plan of imagery close to the plan of reality.
Since
thing
the
to
something
first
between
metaphor
five
tenor
else
and
Another
advertising
is the
the
visual
metaphorical
not
element
on
shows
important
sentences.
analysis
a
of
similarities
the
of
semantic
appear
of
ground
of
metaphor
in
fields,
i.e.,
in one context
are
forming a new image that has to
but
figuratively.
explain
In samples
very much to the understanding
possible
between
name
our
constitute
usually
literally
helps
the
the
characteristic
interchange
which
of
similarity,
which
to another context
interpreted
transference
based
vehicle,
words and expressions
be
the
examples
comparison.
transferred
is
ambiguous
In
headlines
1-5 the pictures
of the
message.
many
cases
and
contribute
1 1 5
Samples
6-12
relation
between
analysis
of these
contain
the parts
examples
of
metonymy*
is
on
contiguity.
based
samples we describe
the process
metonymy which transfers the name of a thing
whenever they are associated
In S.6 the
which
is an
slogan
uncommon
in common
Sungate
the window
itself
and
Therefore,
intelligent
the
the
Pride
i
same
stands
for
of
the
in
else
implies
a
as
Window,
relation
well
as
between
the
which usually refers to people,
process
the
involved
to something
suggesting
then an
between the product and the people who make
The
In
Intelligent
manufacturer
here as an adjective of window,
the
experience.
- The
collocation,
where
association
pride
of
the
Sundance.
In
this
is used
association
it or buy
is
used
buyer.
in
it.
s.8
manufacturer
where
and
the
I
owner
of
chooses
a
feelings
it.
a
personal
of
The
Plymouth
feeling,
the people
reader
comes
description of the car
In
another
delicious
S.7
odd
pears,
kitchen
ceiling
the
the
this
is
adjective
and
make
to
car
the
advertiser
represent
and
of
conclusion
both
the
who
buy
on
the
those
based
features.
collocation.
is the
between
to
delicious
peaches,
then
who
pride,
ad
lemons
associated
The
metonymy
that
qualifies
which
design.
The
fruit,
which
which reproduces these delicious
are
the
relation
are
with
is
clear
apples,
fruit
of
cherries,
that
and
in
because
form
contiguity
delicious,
fruit.
design
the
the
exists
design
{í
*Saraple 12 contains also an example of s y n e c d o c h e which is discussed with the others
examples of synecdoche.
1 1 6
The m e t o n y m y
employed
effect relationship
certain
product
whitest
teeth
tries
to
sell
In
s.lO
with
something
this
reason
holidays
lies
freshest
idea
is
pleasant
meals
itself
from
means
of
to
associate
a
the
the
holiday,
holiday
especially
taste
doctor's
the
example
of
the parts is found
advice
(a p r o d u c t
taste
to
which
adrice
of
in
and
of
is
the
a
for
of
word
has
instead
constant
This
it
and
relation
to
tasty.
The
the
rice
tasted
used
better
Egg
used
the
metonymy
with
logic
can
Iberia
is
interesting
on
then
fun
and
"holiday".
relationship
In this case the cause
substitutes
the
Beaters,
with
refers
Airlines
to
crew.
it associates
In
Your
contiguity
the
the
(a
effect
sentence
associates by
s.12
because
doctor's
cholesterol.
friendliness
this
naturally
sample
with
a
atmosphere.
been
of
in
since
mentioned,
another,
relation
be
based
metonymy
with
of
which
contiguity
on
different
is
the
it
establishes
(chapter
use
3,
processes
of
to note
that
in
the
collected
one
a
p.52).
such
cause and effect, thing and attribute, maker and product,
It
the
For
is
c h o l e s t e r o l - f r e e ) . The
the sun
"warm" and friendly
As
ad
example.
taste
cholesterol)
product,
metonymy
is
This
(rice)
cause-and-effeet
in s.ll.
reduce
never
hospitality
the image
the
product
advice because Egg Beaters tastes good and has no
The
Buy
appealing
pleasure which are natural connotations of
doctor's
cause-and-
Cloae-Up.
by
like
are
associating
between
a
it.
the
Another
on
The effects of using a
product
breath
the collocation
the
in
the
toothpaste
results of using
relies
between the parts.
replace
and
in s.9
as
etc.
samples
1 1 7
the
only
types
are
sign/signified
which
are
in
not
found
important
as
a
thing/attribute,
does
other
not
ads.
interpretation
The
which
last
figure
to
the
process
contiguity
the
relation
but
whole,
general
concept.
related
to
other
which
visual
not
so
be analyzed
In s y n e c d o c h e
the
the
and
other
element
types
is
also
it functions
essential
more
for
the
of the message.
in samples
and
that
metonymy but
is
examples are found
part
The
in the examples with
complement
mean
cause/effect,
each
genus
In
other
examples
is the whole,
a
convince
the public
part.
the
species
the
part
and
use
the
a
the product
the
on
terms
of
this
and
parts
are
s.12
all
in
(America),
living
is
s.12.
meaning
country
using
the
based
in
Except
to the people
of
is
samples
of
in
also
specific
whole.
name
purpose
that
is
parts
or
analyzed
as
The
and
13-16 plus one example
between
to refer
represent
synecdoche
of a s s o c i a t i o n
and
all
was
in
it,
device
who
is
to
widely
accepted
13 two airlines use the same
referent
in the country.
In samples
in
another
cover
12 and
example
the five
of
continents
of America
reveal
the
airplane».
whole
America
synecdoche.
that
and the
s.13
of a
sentence
slogan
the wings
In
in an example
The
Eastern
to America
In
S.14
as
14,
15 and
the whole
there
is
also
part/whole
the advertiser
a
uses
represents
the
image
wings
wings
represent
reference
relationship
to
between
people.
16 use the same device
which
- the
(a part) actually
the parts, where the country stands for the
Samples
Our
a part,
of
referring
the
of America
people.
putting
1 1 8
its
feet
public
up
in a reclining
that
Lane
the country.
America's
recliners
In s.15
having
a
change
The advertiser
Americans
change
Log
is
Cabin
message
to
Syrup.
that
the time of
i
same
their
the
of
preferred
heart
and
here claims
that
opinions
America
about
of
grew
Americans
in order
to
convince
by most
is associated with
tradition
are used
in
heart
in
Chevrolet
product
it.
to
people
Heartbeat
pickups.
the
up on
The
This
eating
s.16
the
this
referent
we
decided
separated
different
images
from
syrup
include
metonymy,
based
and
In regard
interpreting
samples
the
since
from
this
in
the
have the
figure
order
same
to
in
our
check
the
referent.
then that it is possible to create an infinite
America
America.
to
obtained
associations
between
the
slogan
ad conveys
Although almost all the examples of synecdoche
conclude
of
is making
In
in
the
colonization.
analysis,
of
are
America
America.
appeal
armchair
the
12-16
ads
the
on
the
Americans
part/whole
or
the
importance
of the
with
synecdoche
we
visual
element
is
not
number
relationship
people
to the
We
living
in
illustration
in
verified
that
essential
to
in
the
comprehension of the message.
Based
on
the
analysis
of
advertising
language
relation to the three main tropes which are metaphor,
and synecdoche,
a)
we
These
reached
tropes
language
the
are
important
of advertising
as c o m m o n
ambiguity,
as
other
following
metonymy
conclusions:
constituents
although
linguistic
neologisms, blending
in
of
they may not
features
and
such
puns.
the
be
as
1 1 9
b)
These;
tropes
linguistic
represent
code
interpretation,
into
phrases,
they
require
a careful
the
figurative
clauses
and
be
classified
definition,
types.
the
The
interpretation
interpretation
advertising,
advertising
copy
degree
of
of
of
of these
other
depends
copy
with
not
itself
the
to
illustration
is
tropes,
interpretation
of the
of
these
tropes
aspects:
parts
and
the basis
for
as well
linguistic
only
but
varies
a
takes
message.
on
also
illustration.
importance
that
four
is also
the
special
meanings
association,
This classification
interpretation
the
of
the
sentences.
according
process
from
a
reading
In regard to their use in advertising,
can
d)
i.e.,
consideration
words,
c)
since
deviations
chief
message.
from
as
the
features
of
decoding
on
associating
Although
ad
element
the
to
ad,
for
.its
the
the
7
CONCLUSION
This
analyzing
on
the
research
was
figurative
three
synecdoche.
main
The
undertaken
with
the
language
in advertising
tropes:
metaphor,
choice
of
theme
with
the
our
of
advertising.
Since the study of all the figures of speech
and
research
to
insight
the
main
justification
that
figurative
language
(LEECH,
Deviation
tropes
1966,
for
decided
to
order
gain
in
our
study
language
p.181-2)
use of language
of
meanings.
is
to
limit
a
based
unorthodox
deviates
our
better
requires
deviant
the
type
of
but
reading
figurative
language is found in advertising as a creative device with
purpose
of c a l l i n g
However,
the
use
attention
of
cause difficulties
figurative
foreign
authentic
and
language
materials
television
persuading
language
in the interpretation
As it was pointed
in
and
out
in the
teaching
in
the
the
have
may
of the ads.
emphasized
including
articles
the
audience.
advertising
Introduction,
classroom,
interviews,
in
of
common
error
a careful
aspect
on
from
in this work as
which
This
was
an
which
is not interpreted
as a special
symbolic
we
subject.
argument
use.
extensive
three
into the
The
too
the
from
register
be
in
and
of
would
expressions
focus
metonymy
resulted
of
observations
thought
figurative
this
purpose
in
specialists
the
use
films,
magazines
of
radio
and
1 2 1
.newspapers,
source
have
of
and
advertisements.
neologisms,
b e c o ni e an
Since
colloquial
.important
other
not
part
of
factors.
to show
three
Although
the
many
a
rich
and
slang,
they
foreign
language
of their message may be a
purpose
the application
main
the reader
image
are
for the learners because of figurative language,
of
our
in
tropes.
identify
the
given
analysis of other
The
this
for
and
can
the
be
in
the
the study
grid
as
a
was
classroom
of at
least
(p.67)
helps
interpretation
used
among
dissertation
classification
the tropes,
examples
of
analysis
we hope we have given some guidance
i
the
ads
expressions
classes. However, the interpretation
problem
the
model
of
the
for
the
ads.
At the end of this dissertation we would like to repeat
that metaphor,
metonymy and
synecdoche
figurative language which are used
message
in
language
a
creative
requires
and
special
as deviations
in regard
this work was
first
definitions,
second
to
interpret
to transmit
persuasive
to the context
of
the
way.
interpretation,
to classify
processes
integrate
the
tropes
association,
message
of
of
the
the
the
figurative
tropes
the
and
ad
important
discussion,
of such
complementary
however,
was
limited
elements
of
to the most
in
their
types,
based
the
aim
to
previous classification. The illustrations were also
as
appear
ad.' Our
according
parts
of
advertising
Since
these
types
and
on
the
described
ads.
evident
Our
features
illustrations.
Further research
in the field of discourse analysis
be developed
from
a careful
advertising.
Many
other
investigation
linguistic
aspects
of
the
can
language
mentioned
in
of
this
122
dissertation
for
besides
interesting
language
anyone
teachers
who
would
the
studies
and
like
use
of
the
which
can
learners,
to know
subject which is the language of
tropes
be
can
useful
translators,
more
be
about
for
source
foreign
advertisers
this
advertising.
the
or
fascinating
APPENDIX
PHOTOCOPIES OF THE SELECTED ADS
124
SAMPLE
1
-
Visine a . c
SAMPLE
2
-
Newsweek
International
—
sports-car
125
SAMPLE
3
-
Newsweek
International
—
airplane .
126
SAMPLE
4
-
Norelco
127
SAMPLE
5
-
GTE
128
SAMPLE
6
-
Sungate
129
SAMPLE
7
-
Gourmet Chandelier Ceiling
130
SAMPLE
8
~
Plymouth Sundance
131
SAMPLE
9
-
Close-Up
132
SAMPLE 10
-
Uncle Ben's
133
Egg Beaters
134
SAMPLE 11
..............
135
SAMPLE 12
-
Iberia
SAMPLE 13
-
Eastern
136
SAMPLE 14
-
Lane
137
SAMPLE 15
-
Chevy Sportside
138
SAMPLE 16
-
Log Cabin Syrup
139
124
SAMPLE
1 -
Visine
a.c
125
SAMPLE
2
-
Newsweek
International
sports-car
When your destination is the
m i n d o f the international
executive, shift into high gear
. . . Newsweek International.
Well read by the well established.
The affluent.The educated.
The English speaking, decision
m a k i n g business leader.
In Newsweek you fuel lhe imagination o f the upwardly mobile:
those whose drive and ambition
put them on the road to success.
Individuals o f accomplishment
w h o seek luxury, style and
excellence in automotive design.
Why not
steer them
in your
direction?
Newsweek International
SALES OFFICES A m s t e r d a m F r a n k f u r l / M a i n G e n e v a H o n g Kong, L o n d o n
M a n i l a New York. Paris. Rome. S i n g a p o r e S t o c k h o l m Tokyo
126
SAMPLE
3
-
Newsweek
International
airplane
W h e n y o u r d e s t i n a t i o n is t h e m i n d of
the international executive, your ticket
is N e w s w e e k I n t e r n a t i o n a l . Well read
by t h e well e s t a b l i s h e d . T h e a f f l u e n t .
The educated. The English speaking,
d e c i s i o n m a k i n g b u s i n e s s leader.
In N e w s w e e k y o u e n t e r t h e world
of e x e c u t i v e s w h o travel t h e world;
individuals w h o require quality
a n d service w h e r e v e r t h e y go. And
e x p e c t it f r o m a i r l i n e s , h o t e l s , r e n t e d
cars, a n d d u t y free s h o p s . Even f r o m
t h e c r e d i t c a r d s a n d traveler's c h e c k s
t h e y carry.
Be first in
their thoughts.
Reserve
first class
space.
Newsweeklnternational
SALES OFFICES A m s t e r d a m F t a n k t u r l / M a i n . G e n e v a H o n g Kong. L o n d o n
M a n i l a . New YOrk P a n s R o m e S i n g a p o r e S t o c k h o l m Tokyo
127
SAMPLE
4
-
Norelco
past ten years. F o r e x a m p l e , our pixel f l u o r e s c e n t t u b e
h a n d . It is the p o w e r to i l l u m i n a t e the facts of
science. To b r i g h t e n the a r e n a s o f sports a n d business.
O u r S v l v a n i a engineers have i n t r o d u c e d m o r e light-
A n d c r e a t e t h e w a r m glow that m e a n s " h o m e ; '
ing i n n o v a t i o n s to the U.S. than a n y o n e in t h e
At G T E . we p u t that p o w e r at the t o u c h of y o u r
Light. It is magical. Powerful. Essential.
W e can also m a k e t h i n g s grow , m a k e b u s i n e s s e s r u n
ing t e c h n o l o g y t o t h e a u t o m o t i v e i n d u s t r y .
worldwide. A n d we w e r e t h e first t o b r i n g h a l o g e n light-
technology is c h a n g i n g the face o f v i d e o s c o r e b o a r d s
Because at G T E . t h e p o w e r is o n .
t h a n six t h o u s a n d ways. N o n e of t h e m are small.
At G T E . w e c a n give y o u t h e p o w e r of light in m o r e
m o r e efficiently, ease a small c h i l d ' s fear of t h e dark.
SAMPLE
6
-
Sungate
- i^ttiiW' l i l t • j . ' t t \ W ' B B m* - s f f l f l H u B i a L XTOF*
Bringthe
beautyofthe world iñ;
Justbyclipping
this out.
ir» « í í r f / m f t
Don't lock out the
world's spacious beauty
# and openness. Let it
come in and brighten
your home naturally
" with windows made
with Sungate* coated low-E
glass from PPG. Just mail in
the coupon below and PPG
will send you a free brochure
on how windows made with
Sungate coated glass can
help make your liome more
beautiful, comfortable and
NAME
energy-efficient. All year
STREET
'round. For more information,
ion, just
jus call 1-800CITY
>-GET- PPG for
STATE
ZIP
Send lo: PPG Industries. Inc .Glass Group. Dept SC366,
the
dealer
P O Box 16012. Pittsburgh. PA t5242
\\ —
S au— nr / rga a ag t E '
J nearest you.
Sungate' und The Intelligent Window' are registered
trademarks ol PPG Industries. Inc
130
SAMPLE
7
-
Gourmet
Chandelier
Ceiling
Armstrong
introduces Gourmet.
T h e new Chandelier Ceiling
that looks good enough to eat under.
Make your kitchen ceiling as appetizing as your entrées, with a
new Gourmet Chandelier Ceiling from Armstrong. Apples, cherries,
peaches, pears, and lemons make the design of Gourmet delicious.
Gourmet is vinyl-coated so it's easy to keep clean. And it's acoustical. so it soaks up excess noise.
All you need is a few dollars. Enough tile for a 10' x 15' room
costs no more than S90 (which is probably less than you spent for
your last big dinner party). If you're reasonably handy, you can install it yourself. Or your dealer can arrange professional installation.
Once you see what Gourmet can do for your kitchen, you'll
probably want one of our other Chandelier Ceilings in another room.
We've got a ceiling to match any room in your house Spanish. Early
American. French Provincial, and Contemporary designs.
Santero
Colonial
Sampler
Provinciale
See the entire collection at your A r m s t r o n g Ceiling Center or
any building materials dealer that carries Chandelier Ceilings. To
find the one nearest you, call this toll-free number: 800-243-6000
(in Connecticut, 800-882-6500). Or, for a dealer list and free color
booklet, write to Armstrong, 7310 New St., Lancaster, Pa. 17604.
(Armstrong
SAMPLE
8
Plymouth
-
Sundance
SAMPLE
9
-
Close-Up
133
SAMPLE
10
-
Uncle
Ben's
Company's coming"
U n r l p R p n V 'I Long
r»nrr HGrain
r a i n t r&UWild
K M
llncleBenS
Rice adds-,a
festive and elegant touch to your table.
100% natural. 100% delicious.
Why settle for less?
UncieBens Long Grain & Wild Rice.
The rice with the Holiday taste."
n
cl<? B e n s . I n c . 1 9 8 8
.^SrvTTi».,
134
SAMPLE
11
-
Egg
Beaters
YOUR DOCTOR'S ADVICE
a NEVER TASTED BETTER.
Now you can enjoy all the great tastes
of eggs with zero cholesterol.
E g g B e a t e r s , is c h o i e s t e r o l - f r e e
9 9 % real egg p r o d u c t N o w
you
can help lower your cholesterol
and still enjoy the great taste of
eggs with Egg Beaters.. And
thaPs pretty exciting. Now you
can enjoy all the healthy protein
and great taste of eggs, without any
cholesterol, with no fat and with twothirds fewer calories than eggs. You can
r / \ * .whip up a fluffy omelet, stir up a smooth
- - - hollandaise, or bake up a great moist cake...
and enjoy it all. Because if you've got some
favorite egg recipes... you've got some
favorite Egg Beaters recipes. Recipes that
look good to you... and your doctor.
For a c o p y of o u r recipe book, " E a t i n g Tb Your H e a r t ' s
Content, and two 2 0 c coupons, send your n a m e ,
a d d r e s s a n d 75« to Recipe Book, P.O. B o x 8 0 9 4 ,
Clinton. IA 5 2 7 3 6 . O f f e r e x p i r e s 9 / 3 0 / 8 9 .
gg Beaters.'The healthier egg.
a
yoy
i mtmjuciumncmjpow |¡XPIH¡sjuw¡]o mal
^
_
30 T
Save 30<f on egg beaters,
or egg beaters.with cheez from Fleischmann's.
RETAILER: One couoon per purchase of product
indicated Consumer to pay sales tax Cash value 1/20«
NAB.SC0 BRAN0S. INC reimburses you for lhe lace
value plus handling, il submitted in compliance with
_5>
NABISCO S Coupon Redemption Policy For Iree copy
and/or coupon redemption send to NABSJC0 BRAN0S.
I N C . P 0 80X87011. EL PASO TX 8858? 0111
In l h * breaklast-lreerer secilon.
^
|
\
f1
Our wings cover the five continents.
Somewhere, at any time, there is an
Iberia plane in the air. On board the sun
WARM TO THE EXPERIENCE.
AJAUNCS O* SPAIN
is always shining. You can see it in our
The sun is something we Spaniards carry
hostesses' smiles and you can feel it in very close to our
the warm, friendly atmosphere.
hearts. Follow it.
tu
H -
i-¡
cr
re
M
r1
m
K
zn
>
U)
136
SAMPLE
13
-
Eastern
To die United States,
your best
choice is Eastern.
F.om Latin America, no other
airline offers you more destinations or better services in the
U.S. than Eastern.
Eastern offers you comfortable wide-body jets on most
routes, as well as the gourmet
menus and fine wines of our
exclusive El InterAmericano
on-board service.
From Miami, no other airline offers you more convenient
connections to more cities in the
U.S., Canada and the Caribbean
dian Eastern-with better facili-
ties and more services at Miami's
International Airport.
And remember that only
Eastern offers you the advantages of OnePass, the worlds
fastest way to earn free travel.
To the U.S., your best choice
is Eastern. Consult your Travel
Agent or call Eastern Airlines.
The wings of America
«JI9HH Eastern Air l ines. Inc
137
SAMPLE
14
-
Lane
138
SAMPLE
15
-
Chevy
Sportside
139
SAMPLE
16
-
Log
Cabin
Syrup
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