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Figures of Rhetoric in Advertising Language (7772 words) |
 | More formally, a rhetorical figure occurs when an expression deviates from expectation, the expression is not rejected as nonsensical or faulty, the deviation occurs at the level of form rather than content, and the deviation conforms to a template that is invariant across a variety of content and contexts. |
| By contrast, a rhetorical question or pun is not a sensorially apparent feature of the headline, but becomes manifest as the text is related to semantic and background knowledge (see Childers and Houston 1984 for an experimental instantiation of a depth of processing manipulation based on this sensory vs. semantic distinction). |
| Figure 2 provides two examples: the ad for California almonds makes use of visual antithesis (a scheme) in its presentation of a "sad" and "happy" croissant, while the Dramamine ad can be thought of as a visual metaphor (a trope) that brings the idea of seatbelt protection and nausea protection into unexpected juxtaposition. |
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NationMaster - Encyclopedia: Trope (1818 words) |
| A trope is a rhetorical figure of speech that consists of a play on words, i.e. |
| A figure of speech, sometimes termed a rhetorical figure or device, or elocution, is a word or phrase that departs from straightforward, literal language. |
| Synecdoche (pronounced sin-EK-duh-kee, IPA:) is a figure of speech that presents a kind of metaphor in which: A part of something is used for the whole, The whole is used for a part, The species is used for the genus, The genus is used for the species... |
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