From Rhetorical Figures to Persuasion: A Stylistic Analysis of Bang & Olufsen Advertisement Slogans
Keywords:
advertisement slogan, Bang & Olufsen, rhetorical figures, McQuarrie and Mick, persuasive messagesAbstract
Slogans are usually present in advertisements to capture audience attention and convey persuasive messages through brief and impactful language. This research aims to identify the types of rhetorical figures used in the advertisement slogans of Bang & Olufsen, a luxury audio manufacturer from Denmark. Besides, this study also aims to classify the rhetorical figures identified based on rhetorical operations and figurative modes, and examine how they contribute to influencing potential consumers. This research employs a qualitative descriptive approach and applies a library research method to collect and analyze the slogans. The analysis is based on McQuarrie and Mick’s (1996) taxonomy of rhetorical figures. The findings show that Bang & Olufsen employs a range of rhetorical figures, including parallelism, epistrophe, hyperbole, ellipsis, pun, alliteration, asyndeton, metaphor, mesodiplosis, and paradox. Among these, parallelism is the most dominant, followed by hyperbole and asyndeton. These figures function to emphasize the products’ superior qualities, reinforce the brand’s luxury identity, and enhance attention and memorability.References
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