The Persuasive Role of Rhetorical Figures in Sprite Advertisement Taglines

Abstract

This study examines the use of rhetorical figures in Sprite advertisement taglines and their role in enhancing persuasive power. Taglines, as concise linguistic devices, are central to shaping brand identity and attracting consumer attention. Using a qualitative descriptive approach, this research analyzes six Sprite taglines released between 1960 and 2020. Data were obtained from the History Oasis website and examined using McQuarrie and Mick’s (1996) taxonomy of rhetorical figures, which classifies them into rhetorical operations (repetition, reversal, substitution, destabilization) and figurative modes (schemes and tropes). In addition, Leech’s (1996) framework on advertising language was applied to evaluate the persuasive functions of memorability, readability, appeal, and power to persuade. The analysis revealed the presence of several rhetorical figures, including consonance, assonance, alliteration, parallelism, pun, metaphor, antithesis, ellipsis, and asyndeton. Repetition-based figures, particularly consonance and assonance, appeared most frequently, creating rhythm and reinforcing brand recall. Trope figures such as pun and metaphor enriched the taglines by introducing layered meanings and associations that engaged consumers cognitively and emotionally. The findings suggest that rhetorical figures play a vital role in Sprite’s advertising discourse by highlighting product qualities, strengthening memorability, and reinforcing persuasive impact. This study underscores the significance of stylistic strategies in global brand communication and contributes to broader discussions in linguistics, stylistics, and marketing discourse