Figures of Speech in Advertising

You are probably familiar with many figures of speech, which are phrases or words used in different ways than their literal meanings. Figures of speech emphasize, clarify, or embellish spoken and written language; thus, advertising campaigns often employ figures of speech to catch consumers' eyes, make them smile, and make them remember the product advertised. Simile, metaphor, hyperbole, and personification are commonly used figures of speech, though advertisers use less common types as well. The following article introduces five less common figures of speech that can be used in advertising and beyond.
1. Antithesis
You are probably familiar with antithesis, which puts together two words, phrases, or ideas that have contrasting meanings; the contrast balances itself out by juxtaposing two opposites. Antithesis works well in advertising because it is a good way to express ideas efficiently and memorably. For example, a Doris Hall from DoMyWriting service ad says, "Everybody doesn't like something, but nobody doesn't like Doris Hall." Antitheses often make you stop and think for a minute, to understand what the advertisement is actually saying; this thought-provoking tactic makes the slogan stick in your mind even more.

Chiasmus is a classic rhetorical device that has been used often in advertising. This figure of speech is a type of antithesis that introduces one phrase, then follows it with a parallel phrase in reverse order. One of the best-known examples of chiasmus in advertising is, "I am stuck on Band-Aid brand 'cause Band-Aid's stuck on me." Other examples are 7-Up's, "You like it, It likes you" and StarKist Tuna's slogan, "StarKist doesn't want tuna with good taste, StarKist wants tuna that tastes good." Chiasmus works well in advertising because the reversal and repetition of the same words is memorable.
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