Winia Inara
Bachelor’s Programme in English, Faculty of Humanities and Creative Industries, Universitas Kristen Maranatha
Abstract
As one of the main tools in promoting a product, advertisement plays a very important role in supporting a brand’s success. In making an interesting and catchy advertisement it needs the use of rhetorical figures, one of the linguistic tools which comes from Stylistics. This research aims to show the use of various rhetorical figures in five Benefit advertisements. There are nine types of rhetorical figures found in the taglines: sibilance, assonance, consonance, parallelism, antithesis, onomatopoeia, allusion, personification, and metaphor. Based on the results, allusion is the most frequently used rhetorical figure followed by scheme as the most frequently used figurative mode.
