Stylistic devices/expressive means used in ad campaigns

In today’s world, we are confronted with thousands of advertising messages

on a daily and hence /hens/ are incapable to refresh our memory about all of
them. To strive effectively  /ɪˈfek.tɪv.li/, many advertisers try to use different kinds of
stylistics devices to catch the reader’s attention as quick as a flash, make
advertisements more capturing the interest of consumer and have it on brain.
Advertising gives cut and dried information about the products that are being
offered and plugs (=promote) them. Thus, our mind first take visual information
such as pictures, colors and then with letters, words and messages. There are a few
important aspects which have a big influence on the consumer.
Firstly, phonological level is widespread in ad campaigns, as it includes hard
and fast sound techniques such as alliteration, assonance, rhythm /ˈrɪð.əm and rhyme
/raɪm. Alliteration is defined /dɪˈfaɪnd/ as “literary technique in which successive
/səkˈses.ɪv/  words begin with the same consonant sound or letter.” For
example, the advert of McDonalds’ Big, Beefy, Bliss.
Another way is assonance in other words vocalic rhyme, with the repetition
of similar vowel sounds, usually close together to achieve a particular effect of
euphony (юфені)”. For instance, the advert of Canon ‘’See what we mean’’.
Besides, rhyme is the repetition of syllables /ˈsɪl.ə.bəls/, typically at the end of a
verse (вес) line used in jingles (джінґлс) and slogans. For instance, ‘’Fresh up with
7-up’’.
Meanwhile rhythm is “the movement or sense of movement communicated
by the arrangement of stressed and unstressed syllables”. As an example, the
advert of IKEA (ікея) ‘’Live your life, love your home’’.
Parallelism may consists of “sounds, particular syllables and words,
phrases, ideas, and shapes” For example, the advert of Ford ‘’Talk inside. Shout
(шаут) outside’’Another device is onomatopoeia or “the formation and use of
words to imitate sounds.” For instance, the advert of Mazda ‘’Zoom-Zoom’’ .
Secondly, concerning lexico-semantical level, most commonly used figures
(фіґерс) are: simile  /ˈsɪm.ɪ.li/, personification, metonymy  /metˈɒn.ə.mi/, metaphor
/ˈmet.ə.fɔːr/ and pun  /pʌn/. Simile is “a figure of speech in which one thing is likened
to another to enhance /ɪnˈhɑːns/ an image /ˈɪm.ɪdʒ/ ”.It is typically clarified by words
“like”, “as” or “as if”. For instance: Nothing can do it like McDonald’s.
Personification is used to name the figure speech that involves directly speaking of
an inanimate object, or an abstract concept. It has specific human qualities that
might involve emotions, desires, physical gestures and expressions. For example,
Optimism wakes up with Nescafe (нескафей).
Metonymy metˈɒn.ə.mi/, is as well main figure of speech, in which the
name of attribute or a thing is substituted for the thing itself”. For instance, the
advert of Adidas take the gold, where gold expresses the gold medal. Metaphor is
the most well-known figure of speech in which one thing is described in terms
of another” . For example the advert of Nokia Company: Connecting people. The
most widely used device in the ad slogans is pun, especially the message carries at
least two meanings or interpretations. For example, The Car in front is a Toyota.
To conclude, advertising plays a significant role in society and have notably
value. The main goal is to persuade  /pəˈsweɪd/ consumers using figurative
language, word play and pictures. It pulls пулс a few strings to catch the their
attention, arise  /əˈraɪz/ the desire which can help to motivate action and
satisfaction.
1. refresh someone's memory you remind them of facts they seem to
have forgotten.
2. have (something) on the brain If you have something on the brain,
you think or talk abut it all constantly
3. cut and dried simple and easy to understand:
4. pulls a few strings - use your influence for something
5. plugs (=promote)
6. as quick as a flash