Download PHONOLOGICAL DEVICES

PHONOLOGICAL DEVICES
"from Language Play In Advertising"
Phonological devices:
There are various types of sound repetition that occur in product names.
Such as:
1) Alliteration: it is the repetition of the first consonant sound at the
beginning of each stressed syllable in a phrase-or the name of a product.
Examples:
 "Peter Piper picked a peck of pickled peppers"
 "pringles potato chips"
 "ronpico rum"
There is also another type of alliteration called "Eye alliteration" and it is the
repetition of consonants that only look alike but sound different.
"Say Seagram's and be sure" is an example of eye alliteration because of the
repetition of the (s) letters that are pronounced differently.
2) Assonance the repetition of similar vowels in the stressed syllables of
within phrases or sentences
Examples:
 the deep green sea ship
 polaroid's super shooter camera
3) Rhymes is also used in product naming and it is the repetition of
identical or similar sounds in two or more different words
Examples:
 Amour Amour
 Pall mall cant spall
NOTE When the rhyme occurs in a final stressed syllable, it is said to be
masculine e.g. cat/hat, desire/fire, observe/deserve.
When the rhyme occurs in a final unstressed syllable, it is said to be
feminine such as, longing/yearning... .
The following three phonological devices at work in the language of product naming
do not involve any kind of repetition
4) Clipping is the word formation process which consists in the reduction
of a word to one of its parts
Examples:
 Pepsi→ PepsiCola
 Coke → CocaCola
 samsonite has an ad for a bag named sam
5) Blending is common in product naming and its a word formed from
parts of two other words
Examples:
 the name Nabisco takes two or three letters from each of the words from
which it is derived "National Biscuit Company"
 bank americard-->the bank of American credit cards
6) Onomatopoeia is a word or a grouping of words that imitates the sound
it is describing, suggesting its source object such as "click", "buzz.."
Examples:
 A shampoo called pssssst
 A cat food called meow so it looks like that it tastes so good that cats ask for
it by name.
REEMA ALGHOFELY
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