The IUP Journal of English Studies
Figures of Speech in Branding

Article Details
Pub. Date : March, 2020
Product Name : The IUP Journal of English Studies
Product Type : Article
Product Code : IJES102003
Author Name : P L L Annapurna, Vickram Sahai
Availability : YES
Subject/Domain : Arts & Humanities
Download Format : PDF Format
No. of Pages : 15

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Abstract

In advertisements, the use of language creates appeal. For the creation of appeal, the copywriters make use of stylistic devices and visuals. They also deviate and make it an artful deviation. Artful deviations occur when an expression deviates from expectation but is still not seen as ludicrous. Copywriters with their persuasive and deviative language create the copy of the advertisement. They condense all that can be said about a product into a few appropriate and concise points. Copywriters play an important role in establishing the brands in the minds of the consumers using rhetorical devices. This paper discusses the integration of Figures of Speech with David Aaker's brand identity model and focuses on the role of figures of speech in building the image of brands as symbols.


Introduction

In advertisements, the use of language creates appeal. For the creation of appeal, the copywriters make use of stylistic devices and visuals. They also deviate and make it an artful deviation. Artful deviations occur when an expression deviates from expectation but is still not rejected as ludicrous. Copywriters with their persuasive and deviative language create the copy of the advertisement and persuade the readers. They condense all that can be said about a product into a few appropriate and concise points. Copywriters play a role in establishing the brands in the minds of the readers using rhetorical devices.


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