| 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 |
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.
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.