Natania Vannesse Jaya Putra
Bachelor’s Programme in English, Faculty of Humanities and Creative Industries, Universitas Kristen Maranatha
Abstract
Rhetorical figures are often found in advertisement slogans. As a language style, it helps to deliver the advertiser’s message more effectively. This study explores how the rhetorical figures are used in Apple’s advertisement slogans, using McQuarrie and Mick’s (1996) theory. This study aims to identify the rhetorical figures, rhetorical operations, figurative modes, and persuasive functions in Apple’s slogans. Using a qualitative descriptive method, it reveals that there are ten rhetorical figures, with parallelism and asyndeton being the most dominant. Also, the data shows that the most rhetorical operation used is repetition and the schematic figurative mode is the most frequently used. In addition, there are three main persuasive functions, namely increasing memorability, emphasizing the main message, and making the slogan more aesthetic.
