MARISTELA PUGSLEY

FIGURATIVE LANGUAGE
AND ITS USE IN PRESS ADVERTISING

Dissertao apresentada ao Curso de PsGraduao em Letras, rea de concentrao: Lngua Inglesa, do Setor de Cincias
Humanas, Letras e Artes da Universidade
Federal do Paran, para obteno 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.

Deus,

tambm

pela

pelo

sade
amparo

inteligncia

consolo

que

nas

me

tem

horas

de

desnimo e angstia.
Ao Paulo, pelo companheirismo e pela presena amorosa e
paciente em todos os momentos.
A meus

pais,

Joel

Ignez,

Lydia, pelo incentivo e confiana no meu

meus

irmos,

Rui

trabalho.

Aos amigos e parentes, pelo estimulo e apoio.

A Wesley

E. Werner,

no

somente

mas tambm pelas teis e oportunas

Aos
eficientes
Ao

raqus

professores,

pela

edio

de

texto

sugestes.

pelos

valiosos

conselhos

ensinamentos.
prof.

Wolodymyr

Kulczynskyj,

orientador

trabalho, pela dedicao dispensada durante estes

deste

anos.

Aos funcionrios da UFPR, pelos indispensveis

servios

prestados.
'A
pesquisa.

CAPES,

pelo

auxilio

financeiro

que

viabilizou

esta

C O N T E N T S

ABBREVIATIONS

vi

ABSTRACT

vii

RESUMO

ix

INTRODUCTION

THE LANGUAGE OF ADVERTISING

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

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

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

ANALYSIS OF THE CORPUS

68

RESULTS OF THE ANALYSIS

112

CONCLUSION

120

APPENDIX

123

BIBLIOGRAPHICAL REFERENCES

140

A B R E V I A

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

our
with

tropes.

Our
criteria
develop
and

objectives
for

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

th

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

aim
who

can

read

be

foreign

general

was

who

to

produce

it.

useful

language,
are

Therefore
for

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

publicitrios

trabalho

tem

lingstico,

encontrados

era importante delimitar

por

objetivo

linguagem

em revistas

analisar,

figurada

de

lingua

sob

ern anncios

inglesa.

uma rea para a pesquisa,

Como

resolvemos

restringir
metonimia
fonte

a nossa
e

sindoque)

exclusiva

conceito

de

material,
previamente

investigao

anncios

desvio

que

foi

impressos

Depois

da

LEECH

de

neste

(metfora,

teorias

selecionamos

com

critrios

foram

mais

classificao

trabalho

apropriadas

do

desenvolver

um sistema para classificar o material selecionado,

objetivos

importantes da
cdigo

concluimos

linguagem

lingstico

que

os

publicitria,

porque

exigem

i x

material

basicamente,

estabelecer critrios para a anlise dos anncios,

nestes

obtidos

tropos.

foram,

uma espcie de guia para a interpretao

como
do

critrios

das

tendo

partir

acordo

comeamos a trabalhar na interpretao dos

Nossos objetivos

tropos

revistas.

por

Estes

cuidadosa

dos

publicitria,
em

classificado

estabelecidos.

pesquisa.

uso

linguagem

apresentado

atravs de uma anlise

nossa

na

ao

e elaborar

dos dados.
tropos,

base

componentes

representam

interpretao

Com

desvios

do

especial

partir

de

uma

leitura

cuidadosa.

Em

relao

ao

seu

uso

na

publicidade os tropos podem ser classificados de acordo com os

seguintes aspectos:

definio,

processo de associao,

partes

e tipos, os quais so a base para a interpretao da mensagem.

Sempre foi nosso alvo produzir um trabalho de valor que
beneficiasse

todos

que

lessem.

Por

isso

cremos

que

dissertao pode ser til a professores e estudantes de

como

lingua

estrangeira,

tradutores,

anunciantes

pessoa que tenha interesse na linguagem

ou

publicitria.

esta

ingls

qualquer

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

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

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

(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.

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 .

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

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

persuades

figurative

the tropes may be difficult

to

language
interpret

in the ads.
Since

figurative

interpretation

learners

problems in understanding
w hi ch

are

language

employed

in

of

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

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

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

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,

b) to develp 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

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.

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 .

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

informaes

of

by

intent.In

"publicidade"

a respeito

identified

de pessoas,

is

sources

Portuguese

"divulgao

idias,

de

servios,

produtos ou instituies, utilizando-se os veculos normais de

comunicao."^

The English term

publicity

and the

Portuguese

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

poltica,

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

SCHRDER

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),

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

Dicionrio 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

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.
Gurin

intention
sentido

even

Agncia

of

de

commercial
da

coisa

e a necessidade

though

commercial

in

comercial

aquilo que d o desejo do que se necessita

que

associations

to

the
no

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

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

ar

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

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

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 SFADY

(1973),

includes
and

will

and

best means
a

and

material

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

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;

combin

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

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)

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

preference

for

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

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

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

moves

of

such

campaign,
to

which

introduce

or

first step is to learn

on

complete

product.
is

"a

push

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)

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

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

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:

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

firm;

etc.

LANGUAGE
of the

briefly

advertising

some

important

concepts

respectively,
and

with

langue

shared by a speech
product

and

a communicative

system

(....)

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

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

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

"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

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

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

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

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

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

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 Pel

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.

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

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

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

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),

(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

of:

competition."
as

little

as

eight

2 7

O'DNNELL
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

Th 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

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,

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

instructions.

makes

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

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

clichs
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

clichs*.

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

clichs

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

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 clichs make vague and

they

the

and well-known phrases, especially

is the use of

in the headlines.

* clich: "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 lerner'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

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

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"

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

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

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

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

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.

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,

DICIONARIO brasileiro da lingua p o r t u g u e s a .

Paulo, Mirador Internacional, 1977.
p.1419.

2 ed. So

English.

0 ' D O N N E L L , W.R. & TODD, L.

Variety
in
contemporary
London, George Allen & Unwin, 1980.
p.101.

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
valorizao
a s e r v i o do p a t r o c i n a d o r .
S o P a u l o , 1977.
p. 13.
Dissertao, Mestrado, P o n t i f i c i a U n i v e r s i d a d e Catlica
de So Paulo.
8

V E S T E R G A A R D & SCHR0DER,

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.

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

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.

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

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.

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

grammar
figures

kinds.

approach

title

of

is

the

of her book,
the

of one word

word,

her

by another,

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

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

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

sentena"

Our purpose

metaphor,

as

as change

metaphor,

de

MOISS

de d i c o "

"tropos de sentena"
de dico"

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)."'
)

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

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

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

discuss

new

Deviation

discussion

require

semantically

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

dico")

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

very

clear

and

4 7

simple

classification.

METAPHOR

a word
which
from

used
it

for

something

usually

concrete

refers

resembling
to;

to abstract

sense.

"A flood of protests poured in

METONYMY

a word used

for

something

that

transfer
Example:

..."

related

to that

which
"It

it usually

won't

refers

happen

to.

Example:

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

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

Mallarm

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,

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

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

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

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

philosophy

is compared,

present

of

vehicle

talking

which

parts
The

the

metaphorical

feature(s)

which

in

the

interpret

gives

the

in

to

meaning

comparison.

result

and

FOSTER

the

from

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

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
clich

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

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

thing

refers

3.2.2

to

that

things

our

is

the application

in

opinion

such

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

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 mtonymie

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

mtonymie

"Dickens"
other
are:

relation

here

types

means

of

thing

is

"the

works

mtonymie

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

way

of

name
are

that

of

metonymy

to BREDIN,

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 MOISS

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

"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

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

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

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

at

the

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

"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

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

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

entres"

entres

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

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

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

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

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

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

M 0 I S S , M.
So 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.

live

of

W.
A dictionary
p. 67.

of

p.53.

Dicionrio de
1978.
p.502.

L E E C H , G.N. & SHORT, M.

1981.
p.78.

termos

Style

literrios.

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.

Lingistica

comunicao.

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,

So

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

M0ISS,

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.

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

(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,

considers

accepted

ungrainmat ical

In the present research

the

This

the visual

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

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

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

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

clich

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

he

as

each

metaphor,

BREDIN

name

of

of

one

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),

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."

MOISS

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

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

in order

opinion

the

grid

which

best
is

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

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
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

of

general

t.sndlng

wery

CLEECH,

19S)

concept."

meaning

e x p r e s s 1 on

s p e c i f i c

"An

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

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

such

o"

something

thing

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 I Or

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
s ign

contained

1
1
container

1
1

1
1

and

1
1

e f f e c t

cause

th i na and
attr1 bute

metaphor

extended

1
1

m ixed

1
f

43

3)

/
1

metaphor

proper

mtphor

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

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

are

(p.56-8).

and

synecdoche

the

advertiser

name

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

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.

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

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

7 9

SAMPLE 4 - Norelco

HEADLINE : Baby

your

legs.

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)

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

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

is

smooth

can

We made

young

sit

close

to

show
a

them

you

have

is also

with

that

legs

baby's
and

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,

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

METAPHOR

to open

in a context

In fact

the whole

GTE

is

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 :

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

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.

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

kitchen;

three samples of other designs:

Santero,

Colonial

Sampler

and

Provinciale
BODY COPY : Make

your

entres,

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

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

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

is

mtonymie

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

new

design

for

peaches

and

show

apples,

cherries,

association

made by

the advertiser

real

objects

delicious.

lies

In the

designed Gourmet

in

the

mtonymie

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

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

sell

purchase(s)

breath.

buying
low
two

are

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

festive

natural.

100%

less?

(SLOGAN):

Uncle

Ben's

The Rice

Long

with

Grain

& Wild

the Holiday

Rice.

taste.

ANALYSIS
Uncle

Ben's

Holiday

Long

Grain

&

Wild

Rice.

The

rice

with

the

taste.
The

that is,

expression

Holiday

taste

is

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

used

people

special

association

is

as

the product
METONYMY.

joyful

The

rice

between

the

product

complements

Since

day

meal,

illustration

with

when

with

this

the

and

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

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,

20! 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

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

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

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

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

in a part-and-whole

the wings

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

the

(America)

of

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

mtonymie

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)

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

reclining

armchair

her, on the sand,

there

is a radio and a hat.

SIGNATURE

LINE

SLOGAN:

Action

Recliners

America

STANDING

DETAILS:

For

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

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.

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

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

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

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

about
is

why

illustration

is

and

that

the

syrup

and

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

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

(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

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

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

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

softness

skin

and

shows

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

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

owner

of

chooses

feelings
it.

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

*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

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

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

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

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

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

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

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

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

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

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

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

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

Visine a . c

SAMPLE

Newsweek

International

sports-car

125

SAMPLE

Newsweek

International

airplane .

126

SAMPLE

Norelco

127

SAMPLE

GTE

128

SAMPLE

Sungate

129

SAMPLE

Gourmet Chandelier Ceiling

130

SAMPLE

Plymouth Sundance

131

SAMPLE

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

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

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

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

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 i;
Justbyclipping
this out.

ir 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

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 entres, 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

Plymouth

Sundance

SAMPLE

Close-Up

133

SAMPLE

10

Uncle

Ben's

Company's coming"
U n r l p R p n V 'I Long
rnrr 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."

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 |XPIHsjuw]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

r1
m

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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