Figures of Speech Pennarola Chapter VI. Ad as persuasive language Persuasive language uses...

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Figures of Speech Pennarola Chapter VI

Transcript of Figures of Speech Pennarola Chapter VI. Ad as persuasive language Persuasive language uses...

Page 1: Figures of Speech Pennarola Chapter VI. Ad as persuasive language Persuasive language uses rhetorical tropes or figures to reach its purposes of persuading.

Figures of SpeechPennarola Chapter VI

Page 2: Figures of Speech Pennarola Chapter VI. Ad as persuasive language Persuasive language uses rhetorical tropes or figures to reach its purposes of persuading.

Ad as persuasive language

• Persuasive language uses rhetorical tropes or figures to reach its purposes of persuading people to buy or use the advertised product/object/service

• A trope is a play on words; with it, a word is used in something other than what is considered its literal or normal form.

Page 3: Figures of Speech Pennarola Chapter VI. Ad as persuasive language Persuasive language uses rhetorical tropes or figures to reach its purposes of persuading.

TROPES

There are five kinds of tropes:

• metaphor (simile)• metonymy• synecdoche • Irony (nonsense)• synaesthesia

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METAPHOR (1)

• Two seemingly unrelated subjects are put in relationship (for ex., YOU ARE A ROSE).

• The first object is described as being a second object. • In this way, the first object can be economically

described because implicit and explicit attributes from the second object can be used to fill in the description of the first.

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METAPHOR (2)

• A metaphor consists of THREE parts:

– the tenor, that is the subject to which attributes are ascribed;

– the vehicle, that is the subject from which the attributes are derived;

– the ground, that is the part(s) of semantic field from which the attributes are selected to create the relationship between the tenor and the vehicle

(Halliday)

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METAPHOR (3)

• Example :

All the world's a stage,And all the men and women merely playersThey have their exits and their entrances;

William Shakespeare, As you like it 2/7

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METAPHOR (7) VISUAL METAPHOR VERBAL METAPHOR

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SIMILE

• A simile is a figure of speech in which the subject is compared to another subject.

• Similes are marked by use of the words like or as (for example, “He was as nervous as a long-tailed cat in a room full of rocking chairs”).

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SIMILE (2) - EXAMPLEVisual simile: Life can be so simple (like having a cup of coffee and a cigarette)

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METONYMY

• Metonymy is an association created between meanings which are contiguous rather than similar.

• Such associations may not be integral to the meaning.

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Metonymy (2)In metonymy, associations are contiguous because we

indicate:

1. effect for cause ('Don't get hot under the collar!' for 'Don't get angry!'); 2. object for user ('the stage' for the theatre and 'the press' for

journalists); 3. substance for form ('plastic' for 'credit card', 'lead' for 'bullet'); 4. place for:

• event: ('Chernobyl changed attitudes to nuclear power'); • person ('No. 10' for the British prime minister); • institution ('Whitehall isn't saying anything');

5. institution for people ('The government is not backing down').

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METONYMY - Example

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SYNECDOCHE

• Synecdoche is like metonymy but more ‘specific’.

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SYNECDOCHE (2)Synecdoche is used when (Lanham 1969: 97):

• A part of something is used for the whole (“hands” to refer to workers);

• The whole is used for a part (“the police” for a handful of officers);

• The species is used for the genus (“bread” for food, “kleenex” for facial tissue – see also the ads on p. 31 of the dispensa)

• The genus is used for the species (“personal computer” for IBM-compatible personal computer)

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SYNECDOCHE (3)

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IRONY

• In IRONY, the signifier of the ironic sign seems to signify one thing but it actually signifies something very different.

• Where it means the opposite of what it says (as it usually does) it is based on binary opposition.

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IRONY

• Irony reflects the opposite

– of the thoughts or feelings of the speaker or writer • 'I love it' = I hate it

– of the truth about external reality • 'There's a crowd here' = it's deserted

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IRONY• It can also be seen as being based on

substitution by dissimilarity or disjunction (as in understatements or exaggeration)

– You don’t know English– No, I just speak a bit of it

– I can buy a Rolex because I am rich - disjunction

dissimilarity

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IRONY (2)

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SYNAESTHESIA

• It is a peculiar form of metaphor

• In linguistics, it is the production from a sense-impression of one kind of an associated mental image of a sense-impression of another kind

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SYNAESTHESIA (2)

• Synaethesia is amply used by copywriters because it represents the hedonistic invitation to enjoy all the senses

• Examples of written synaesthetic expressions:

– Lips that scream with colour (Rimmel)– For colour at its softest (l’Oreal)

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Metaphor

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Metaphor

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Metaphorand Symbol• (metonimy)

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Synaesthesia

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Metonymy

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Metonymy

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Synecdoche

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Synecdoche

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Synecdoche

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IRONY

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Other tropes• Hyperbole (= exaggeration;

sometimes = irony)

– An interior fit for an emperor (Peugeot)

– To the moon and back four times a day (United Airlines)

– Discover colours so pure it blushes with you. Introducing Blushing Micronised Cheek Colour (Estée Lauder)

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Other tropesAntonomasia • Any single entity appearing in the advert text

becomes the representative of its category• In visual it is represented as a Here-I-am visual

– The Make-Up of Make-Up Artists (Max Factor)

– Nespresso. What else? (Nescafè)

– Carte Noir. French for Coffee

– Audemars Piguet. The master watchmakersculptorLO.mpg

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Other tropes

Tautology• Self referential quality of advertising discourse• It can be merely visual: the whole advert text consists

of the photo of the product simply accompanied by the brand name as if the product did not require any introduction

– It’s a Volvo. It’s a Volvo (we printed it twice in case you didn’ believe the first time) (Volvo)

– Adidas Soccer Play.mov

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Other tropes

Anaphora• It is the repetition of one or more words

within a sentence.

• It creates an effect of expectation, emphasis and symmetry

• ..\Appunti\Pubblicità_TV\centrino.mpg