Rhetoric is one of the main elements in print media. Its function is trying to grasp attention from a group of target audience. In this essay, I will focus on four rhetorical devices and explain their effectiveness. They are metaphor, cliché, overstatement and alliteration from an advertisement of OK! Weekly. On the other hand, pictures are always found in the print media. Therefore, I am going to analyze how effective they are and their relation to the words.
OK! Weekly targeted on female audience who like to know more about stars or fashion. It includes celebrities’ story, gossip, entertainment, music and a wide range of advertisements. The stories are usually full of colorful pictures and bold words with a vivid background. As “…all women’s magazines are financially dependent upon advertising revenue” (Davis & Walton, 1984, p.209), OK! includes advertisements about cosmetic, brand name perfume, make up and clothing. In those advertisements, they described their products with different rhetorical devices. The four main devices are going to be explained based on the Veet Wax Strip advertisement.
The Veet Wax Strip advertisement is promoting an easy way to re move unwanted hair. A metallic tick occupies a large area of the page. A woman, wears a yellow dress and a pair of metallic high heels, stands near the tick with a confident smile and pose that can give a standard example for drawing the audience’s attention. (Messaris 1997, p.21) All the images and words are clear with the plain white background. It is no doubt that this advertisement is concise enough in contrast with the colorful gossip page.
Metaphor means a comparison between two irrelevant concepts, terms or images without “as” or “like”. (Marsen 2006, p.41-42, 44) For example, the metallic big tick in the Veet advertisement is a metaphor. Tick has a positive meaning of correct or done. The tick represents a positive image of the product as the connotation of the tick might be “It is a...
References: Davis, H & Walton P, 1984, Language, Image, Media, Basil Blackwell Publisher Limited, Great Britain
Lakoff, G & Johnson, M, 1980, Metaphors We Live By, the University of Chicago, the United States of America
Marsen, S, 2006, Communication studies, Palgrave Macmillan, China
Messaris, P, 1997, Visual persuasion: the role of images in advertising, Sage Publications, Inc., the United States of America
Webb, K, 2005, Consumer Behaviour, McGraw-Hill Australia Pty Limited, Australia
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