5 2 2 1 0 3 0 9 1 8 ANALYZING THE USE OF FIGURES OF SPEECH IN PRINT ADVERTISING OF FOOD PRODUCTS FROM A FOOD MAGAZINE PORNTIDA CHAYSIN Adviser: Assistant Professor Preeyachat Uttamayodhin A RESEARCH PAPER SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS IN ENGLISH FOR CAREERS LANGUAGE INSTITUTE, THAMMASAT UNIVERSITY BANGKOK, THAILAND MARCH 2011 ABSTRACT The aim of this study is to (1) investigate the use of figures of speech in printed food product advertising from a food magazine, (2) analyze which types of figurative language are most frequently used in food product advertisements and (3) studying whether the type of product has some correlation with the specific figures of speech presenting the message and whether in each element in the advertisement employs any similar technique of using figures of speech. This study revealed techniques used when advertisers create the messages for each element in an advertisement. The subject of this study was print food product advertisements collected from Food Network magazine issued during January - December 2010. The total issues of the magazine were 10 issues, and the total of advertising collected was 110 pieces. The print advertisements should at least contain a headline, body copy and slogan. The study referred to 16 types of figurative languages, which are Alliteration, Hyperbole, Metaphor, Personification, Parallelism, Question, Simile, Ellipsis, Assonance, Repetition, Rhyme, Onomatopoeia, Irony, Antithesis, Litotes, and Paronomasia. The researcher used criteria sampling for collecting print advertisements. Qualitative methodology and content analysis method were applied to describe the relationship of figurative language and food product advertisement. The findings revealed that in three elements of advertising, the researcher found figures of speech in at least one. The top five figures of speech that are frequently used in food product advertising are alliteration and repetition which shared the same rank, followed by rhetorical question, hyperbole and rhyme respectively. The result also revealed that the type of product has some correlation with specific figures of speech as well. Moreover, the researcher found that figures of speech employed in each element – headline, copy and slogan are related, but not the whole part. The researcher found that headline - copy are related and copy - slogan are related. There is little correlation between headline and slogan. It might due to the fact of the distance in the layout that separates headline and slogan, while headlines copy or copy - slogans are quite connected to each other. However, it should depend on the concept of the advertising idea. ii ACKNOWLEDGEMENTS This research study could not have been completed without the kind assistance and great support from many people. I would like to express my deepest gratitude to all of them. I wish to acknowledge my gratitude to Assistant Professor Preeyachat Uttamayodhin for her directions and constructive comments on this study. Her valuable guidance, comments and encouragement made this research project possible. And I wish to express my gratitude to all of the Ajarn who educated me for the past two years. I deeply wish to pay the highest tribute to my family and my friends for their love, support, and encouragement. We have been fighting together for this. To them, I dedicate this study. Thammasat University Porntida Chaysin Bangkok, Thailand March 2011 iii CONTENTS PAGE ABSTRACT.........................................................................................................ii ACKNOWLEDGEMENTS .................................................................................iii CONTENTS .........................................................................................................iv LIST OF TABLES ...............................................................................................vi LIST OF FIGURES ........................................................................................... vii CHAPTER 1. 2. 3. INTRODUCTION .............................................................................1 1.1 Background ...............................................................................1 1.2 Purpose of the Study .................................................................3 1.3 Research Question ....................................................................3 1.4 Significance of the Study ..........................................................4 1.5 Scope of the Study ....................................................................4 1.6 Definition of Terms...................................................................5 1.7 Organization of the Study .........................................................5 REVIEW OF LITERATURE ............................................................7 2.1 Elements of Print Advertisements ............................................7 2.2 Language in Advertisements.....................................................8 2.3 General Language Techniques in Advertising..........................9 2.4 Figures of Speech in Advertisements ..................................... 10 2.6 Classification of Figures of Speech ........................................11 2.6 Recent Research on Figures of Speech in Advertising ...........13 METHODOLOGY ..........................................................................15 3.1 Subjects ...................................................................................15 3.2 Research Instrument................................................................15 3.3 Data Collection .......................................................................15 3.4 Data Analysis ..........................................................................17 iv 4. RESULTS .......................................................................................19 4.1 Figures of Speech in Food Product Advertisements ..............19 4.2 Finding of Figures of Speech in Headlines ............................19 4.3 Finding of Figures of Speech in Copy ...................................21 4.4 Finding of Figures of Speech in Slogans ...............................22 4.5 Figures of Speech in Overall Print Advertisements ...............23 4.6 Figures of Speech for Specific Types of Products. ................25 4.7 Comparing Figures of Speech in Each Element ....................30 5. CONCLUSIONS, DISCUSSION AND RECOMMENDATIONS...34 5.1 Summary of the Study ...........................................................34 5.2 Summary of the Findings .......................................................35 5.3 Discussion ..............................................................................37 5.4 Conclusions ............................................................................39 5.5 Limitations of the Study.........................................................40 5.6 Recommendations for Further Research ................................40 REFERENCES .................................................................................................41 APPENDIXES ..................................................................................................43 A. List of Figures of Speech ....................................................................43 B. Food Product Advertisements from January to December 2010 ........53 v LIST OF TABLES PAGE Table 1. Figures of Speech employed in this study ..................................................11 Table 2. Frequency of Figures of Speech employed.................................................16 Table 3 Figures of Speech in Overall Print Advertisement .....................................23 Table 4 List of Frozen Food Advertising Found .....................................................25 Table 5. List of Ice Cream Advertising Found .........................................................26 Table 6. List of Cheese Advertising Found ..............................................................27 Table 7. List of Coffee Advertising Found ...............................................................28 Table 8. List of Ham Advertising Found ..................................................................28 Table 9. List of Sausage Advertising Found .............................................................29 Table 10.List of Sugar Advertising Found ................................................................29 Table 11.Table of Advertising Contends Complete Elements...................................31 Table 12.Summary of Type of Figures of Speech .....................................................32 vi LIST OF FIGURES PAGE Figure 1: Figures of Speech Use in Headlines ...........................................................19 Figure 2: Figures of Speech Use in Copy ..................................................................21 Figure 3: Figures of Speech Use in Slogan................................................................24 vii CHAPTER ONE INTRODUCTION 1. 1 BACKGROUND Advertisements can be categorized into print ads, TV commercials and radio commercials. All of them have a power in attracting a customer’s attention and persuading them to be interested and to buy the products. Even though they have different methods in presenting the product and service, one thing in common is persuasion. The print ad is one of the most important media in the advertising industry that can persuade readers by word and image. Different kinds of magazines have different styles in writing the messages. Some focus on creativities, such as, design magazines, some focus on writing for persuasive style or writing for fact, such as, advertising sales and promotion. The good or bad print advertisement depends on tactics, creativities and writing techniques that advertisers present in the advertisement. Considering the elements of print advertising - headline, sub-headline, body copy and slogan – each of them plays an important role in presenting products or services. The headline, used for introducing a product’s detail or a product’s quality is considered as the most important part of print advertisings. Its primary function is to communicate key selling points to attract attention and stimulate to give consideration to the product. The sub-headline is an extension of the headline. It provides stimulating information that keeps readers continuing reading. The body copy is an essential part in telling a more complete story of a brand. Lastly, a slogan is a short phrase or word that is used to represent the product or company’s image or identity and it rarely changes. Each presents their own unique messages to promoting the products. (Brewster & Palmer, 2001, p.165; Burnett, Wells, & Moriarty, 1998; Caples, 1974; Tipper, Hollingworth, & Hotchkiss, G. B. 1921, p.164) Good advertisement comes from the technique of using advertising language. Some researcher refers to advertising language as the language of persuasion. It is a technique of using words, such as, adjectives or compound words, the unique structure of sentences, and the use of figurative languages. The technique of 2 combining figures of speech, such as metaphor, pun, hyperbole or repetition into advertising messages is one of the most creative techniques. It can create more imaginative aspects in advertising and be able to gain a consumer’s attention and build product interest; therefore, advertisers tend to use this technique in their advertisement, example, in the “Flavors that get your lettuce dancing on the salad bar” advertising headline from a salad dressing product, the advertiser used the personification technique to create an imaginative movement of lettuce as a human ability in the message. Personification is the technique of referring to a thing as having human abilities. This way of creating the message is more interesting and dynamic than using a simple sentence with the literal meaning. Many researchers are interested in the use of figure of speech in the advertising. Five advertising studies that are Beltramini and Blasko, 1986; McQuarrie and Mick, 1992, 1993; Reece, Vanden Bergh and Li, 1994; Vanden Bergh, Adler and Oliver 1987 as cited in Leigh, 1994 focused directly and indirectly on over all figures of speech aspects. Figures of speech, which can be also called rhetorical figure and figurative language, are forms of speech artfully varied from common usage (Corbett, 1990, p. 425). It is the creative relationship of language and thought. Figures of speech reveal the apparently limitless flexibility of language itself. Linguists believe that language is more than just communicating meanings. Linguists can play with words, break the rules of syntax or semantics and create animated expressions by applying figures of speech. Figures of speech consist of tropes and schemes. Tropes involve a transfer of meaning of a word that is a deviation from what it normally means. Familiar examples are metaphor, simile, irony, and paradox. On the other hand, schemes involve a word transfer that deviates from customary grammatical structure; examples of well-known schemes are parallelism, climax, and ellipsis. In fact, there are more than 20 different types in tropes and schemes. As a result, researchers have selected only well-known and frequently used lists for their study. (Albert, Katz, Cacciari, Gibbs, & Turner, 1998 p. 164; Corbett, 1990 p. 425). In previous researches, some research focused on specific groups, such as tropes and some focused on only one type, such as, metaphor, simile, paradox or pun. The study of metaphor is the most interesting one among researchers due to its wellknown characteristics. However, all the studies concluded that figurative language is 3 useful in advertising as it reflects impression and creative thought rather than literal language. Moreover, researchers admit that figurative language is somehow capable of expressing meaning or conveying insight which non-figurative language is incapable of expressing or conveying. From previous research, it seems that most of the research examined on the use of figurative language in all types of magazine products and focused on headlines of advertising only. Research conducted on a specific kind magazine or specific kind of product is rarely seen. The researcher thinks that each type of product has its own uniqueness and its own way to present itself in the message and style. Similar to the use of figures of speech, each type of magazines or products should have some figures of speech that are widely used, for example, cosmetic products; since the products are related to beauty, the use of metaphor or simile should be the most used type. As a result, the researcher believes that figures of speech used in food product advertisements must have certain or specific types to represent themselves. The characteristics of food product advertising are different from other types of product advertising and the researcher found it interesting to analyze the use of figures of speech in this type of advertising. This study will investigate the technique of using figurative language in food product advertisements from food magazines. 1.2 PURPOSE OF THE STUDY This study consists of three main objectives. The first objective is to investigate the use of figures of speech in print advertising about food products from a food magazine. The researcher chose food product advertising because it seems to have a different characteristic and different technique in using figures of speech. The second objective is to analyze which type of figurative language is frequently used in food product advertisements. The third objective is to study how figures of speech can be applied to present the message of each products type and technique when the advertiser creates the messages for each element in the whole advertisement 1.3 RESEARCH QUESTIONS 1.3.1 What type of figures of speech can be found in food product advertising? The researcher will investigate all the content of advertising - headline, 4 copy and slogan. 1.3.2 Which type of figures of speech are the most frequently used in food product advertising? The figures of speech found will be counted and shown in both number and percentage. 1.3.3 Are figures of speech employed in each element – headline, copy and slogan, related and how are they related? 1.3.4 Is there any correlation between types of products and any specific figures of speech in an advertisement and how are they related? The researcher will investigate the headline only. 1.4 SIGNIFICANCE OF THE STUDY Referring to previous research, it can be seen that figures of speech are widely used in service and consumer advertisement. There are researches of figures of speech conducted in every type of magazine, but no research conducted on specific types. This study will emphasize food product advertisements and will reveal the use of figurative language in food product advertisements and how frequently it appears in the advertisement. This study will give an idea of different type of figurative language, the meaning of it and how it can be used in food product advertisements. Moreover, this study will also benefit those who are interested in the use of figurative language in advertisements and broaden their idea of using different type of figurative language for different types of products. 1.5 SCOPE OF THE STUDY Subjects of this study are food product advertisements collected from Food Network Magazine issued from January to December in year 2010. The researcher chose Food Network Magazine because it is a well-known food magazine in America and it contains several advertisements of food products. According to the ranking of food magazines from different websites, Food Network Magazine is one of the top 10 magazines and is popular among food lovers. The total of food product advertisements collected is 116 pieces. 5 This study will focus on the list of figures of speech found in this food product advertisement. After the results are revealed, the technique of using these figures of speech and the frequency of the figure of speech found in advertising will be analyzed in this study. Moreover, the researcher will analyze whether the type of product has any connection with any specific list of figures of speech or not. The researcher will compare the result of the figures of speech found in all elements – headline, copy and slogan, and search for any difference or similarity. 1.4 DEFINITION OF TERMS 1.4.1 Figure of speech is a rhetorical method that achieves a special effect by using words in distinctive ways and also can be called figurative language or rhetorical figure. 1.4.2 Headline is a title or caption mostly used in newspaper articles usually set in large type. In advertising, a headline grabs the attention, like a newspaper's headline, with the use of vivid language. 1.4.3 Body copy is the main text part of an advertisement or any printed matter. It explains more about the product and brand. 1.7 ORGANIZATION OF THE STUDY This study is divided into five chapters as the following: Chapter one includes the introduction, background, purpose of study, research question, objectives of the study, significance of the study, scope of the study, definition of term and organization of the study. Chapter two includes the review of literature, explaining elements of print advertisement, language in advertising, figures of speech in advertising, classification of figures of speech and recent research on figure of speech in advertising. Chapter three explains the research methodology used in conducting the study. It contains the sample, research instrument, data collection, and data analysis procedures. Chapter four presents the results of the study and elaborates the research 6 findings. Chapter five includes a summary of the study and findings, discussion, conclusion and recommendation for further research. CHAPTER TWO REVIEW OF LITERATURE This chapter review related literature in order to apply the concepts and theories to this study. The topics are (1) elements of print advertisements, (2) language in advertisements, (3) general language technique in advertising, (4) figures of speech in advertisements, (5) classification of figures of speech, (6) recent research on figures of speech in advertisements. 2.1 ELEMENTS OF PRINT ADVERTISEMENTS Jefkin (1976, p. 23) suggested important three compositions of print advertisements which are headline, copy and body copy. Since each element has its own characteristic and importance in print advertisement, the researcher will analyze all elements to find figurative language in each element in this study. 2.1.1 Headline Headlines can be defined as the leading sentence, which attracts the reader’s attention, communicates a key selling point and stimulates the desire to find out more about the story in the ads, especially if it is expressed as a kind of advantage or promise to the reader. Simple headlines cannot compel readers to be interested in the advertisement. Thus, a good headline must be able to attract readers and convince them to be interested in the product that is presented in the advertisement. In creating headlines, the styles of headline most found are declarative, commanding, curiosity and question. Effective headlines should be short, specific, apt, original and interesting. However, a headline cannot conform to all of the elements. It depends on how the advertiser presents the product. (Burnett, Wells, Moriarty, 1998, p. 420; Felton, 1994, p. 89; Jefkin, 1976, p. 24; O'Guinn, Allen, & Semenik, 2009, p. 382; Tipper, Hollingworth, & Hotchkiss, 1921, p. 163) 2.1.2 Body Copy Body copy or copy is the text of the advertising; the paragraph of small type. The content develops the sales message and provides support, states the proof and gives explanation. It can be found in a product and service that need explanation 8 of the service, such as in business-to-business services. (Blakeman, 2005, p. 40; Burnett, Wells, Moriarty, 1998, p. 421; O'Guinn, Allen, & Semenik, 2009, p. 386) 2.1.3 Slogan Slogan is a short memorable phrase used as a tagline to represent the product or service. It rarely changes. Most of the slogans present a benefit and quality of the product (Jefkin, 1976). In food product advertisings, most advertisers play on headline, sub-headline and slogan. There are some rational appeal present about information and benefit of the products shown in the body copy. Nevertheless, the advertising likely plays with the five senses of a human body; vision, hearing, smell, taste, and touch in order to bring the reader feelings. Thus, in which way figurative languages are used in each element of food product advertising should be investigated. 2.2 LANGUAGE IN ADVERTISEMENTS Advertising language is the language used in advertising messages to evoke the reader’s attention and influence readers’ behavior in buying products. In advertising language, language and thought are connected. It deals with arousing curiosity and appealing to desires in the reader’s mind. The goal of advertising is to gain and to motivate readers’ attention and action. Language in advertising is unlike language in literature. In literature, the writer creates a feeling through words that the reader can feel when reading. In advertising, the writer writes for the reader. Impression from advertising is created by the reader, not from the writer. Moreover, language in advertising may have to break the rules of grammar. It can be seen often in advertising messages that grammar structure is disregarded and it tends to focus on wordplay and rhetoric. (May, 1995, p. 6; Tipper, Hollingworth, & Hotchkiss, 1921, p. 150) 2.2.1 Features of advertising language There are three features in advertising language, which are English lexicon, English syntax and figures of speech or rhetorical devices. All elements, words/sentences, grammar structure and rhetoric combined are essential in producing 9 advertising messages. 2.2.1.1 English lexicon Lexicon in advertising language is different from common English language. It is more compact, visual and emotional. Most words found in advertising are simple and informal words, misspelling and coinage words, loanwords, word reduction, use of verbs, adjectives and compound verbs. 2.2.1.2 English syntax Sentence structure in advertising messages is quite simple, easy to understand and attention grabbing. It is more interrogative sentences and imperative sentences. The technique of using disjunctive clauses and minor clause also can be used in advertising. 2.2.1.3 Figures of speech or rhetorical device Figurative languages play a major role in the advertising message as it can make messages more outstanding and effective. It also has power to vivify and illustrate and can connect to human thought. The language of advertising has its own ways of using literary devices to achieve multilayered meanings. English lexicon and English syntax seems to be a general technique that advertisers can use to create the message, but figures of speech seem to be the great technique to enhance the advertising message to another rhetorical level. All in all, the researcher can conclude that the advertising can be accomplished by a good use in language and writing. Messages in advertising do not involve only words or meanings but also psychology in the human mind. (May, 1995, p. 6; Tipper, Hollingworth, & Hotchkiss, 1921, p. 150) 2.3 GENERAL LANGUAGE TECHNIQUE IN ADVERTISING General techniques of advertising language consist of techniques of using English lexicon and English syntax. According to Jefkin (1976); May (1995); Drewniany and Jewler (2008), there are several methods that advertisers use. First, they use simple and conversational words to create the advertising message. These 10 simple words are easier to understand than complex ones. Second, they use misspelling of words. Advertisers intend to misspell the words in order to make the sentences more dynamic; for example, Younique for unique. Next is coin word technique. It is another technique in creating a new word by combining two words together; for example, bageliciousness, which is combination of bagel and deliciousness. Finally, they use catchy print, the technique of playing with the letters, for example, KAME is the name of brand. The advertiser uses these letters to create adverting headline as “The Key to Asian Made Easy”. Jefkin (1976); Kongpetch & Smith (2008) also mentioned that sentence type, such as declarative, imperative, interrogative and exclamation, is one of the general techniques that create the style of messages which differentiate from other formal selling sentences. Moreover, some advertising messages can combine general techniques and figures of speech together to make the message more powerful. 2.4 FIGURES OF SPEECH IN ADVERTISEMENTS Figures of speech are a form of speech artfully varied from common usage. (Corbett, 1990, p. 424) It can also be called figurative language or rhetorical figure. It is an imaginative relationship of language and thought and it is the language that is not literal meaning. Brummett (2008, p. 116) also defined figures of speech as the sum total of language habits distinguishing one message from another. Albert, Katz, Cacciari, Gibbs &Turner (1998, p. 131, p. 164) add that figurative language is a language of imagination that helps convey meaning in an artistic manner. It breaks language rules, uses colorful words imaginatively or even makes up new words. Combining these definitions, the researcher can conclude that the definition of figures of speech is language that is produced by using different words metaphorically or changing sentence structure to create a message to be more vivid in an imaginative way. The meaning of the sentence may present in a figurative way that the reader must use their imagination to comprehend the whole meaning. Figures of speech also can render our thought vividly concrete and they can stir emotional responses easier than literal language. 11 In English usage, the words 'literal' and 'figurative' are normally taken to be opposite in meaning. Literal language is words or group of words that do not differ from their defined meaning. Unlike figurative language that refers to words or group of words that exaggerate or change the usual meanings of the words, lliteral meaning can be explained, while figurative meaning cannot. (Bredin, 1992; Albert, Katz, Cacciari, Gibbs &Turner, 1998) Since figure of speech is the language of imagination and persuasion that influences a reader’s emotion, it can be seen often in lifestyle, food, women, or men’s magazine. However, each type of product advertising might use different figures of speech in creating advertising message. 2.5 CLASSIFICATION OF FIGURES OF SPEECH Corbett (1990, p. 424) states that figures of speech can be divided into two main groups - Tropes and Schemes. A trope involves a deviation from the ordinary and principal significance of word. A scheme involves a deviation from the ordinary pattern or arrangement of words. Researcher can summarize that a trope is the transference of meaning while a scheme is the transference of words order grammar structure. From the study of Leigh, 1994; McQuarrie and Mick, 1996, the researcher has picked out the significance types of figures of speech to study on food product advertisement as follows: Table 1. Figures of Speech Employed in This Study Figures of Speech Explanation and example Alliteration Hyperbole Repetition of a sound in the first syllables words or phrases. Example: A case of cold cut envy. Exaggerating a word or phrase to emphasize. Example: The one turkey that can feed a million people. Comparison of two things that different but has something in Metaphor common. Example: Our seasoned sausage is a magnet for other ingredients. (table continues) 12 Table 1. (continued) Personification Parallelism Referring to a thing as having human qualities or abilities. Example: Give your Sandwich a Makeover. The use of similar structures in two or more clauses. Example: 100% Natural 100% Delicious. Figures of Speech Explanation and example A form of question without a need of a reply, just for Question persuasion. Example: Who would you bake some love for? Simile Ellipsis Assonance Repetition Rhyme Onomatopoeia Compares two different things by using the words "like", "as". Example: Taste likes Italy. Omission of the word in a phrase. Example: "Fresh" without the "…" Repetition of vowel sounds. Example: Good food, good life. A repeating of a word within a sentence in order to emphasize. Example: The best of the best. Repetition of similar sounds at the end of the words or phrase. Example: Dare to go bare. Words that sound like the objects, the name or the sounds Example: So many, many reasons it's so.. M'm! M'm! Good! Using word that contradict the actual idea or object. Irony Example: Don’t' talk with your month full. But it's perfectly OK to smile. Antithesis Litotes Paronomasia Using words that have contrasting ideas. Example: It's how we put it together that sets it apart. The use of an understatement word. Example: The time you discovered a little surprise. Use of words that are similar in sound but different in meaning. Example: If you want to get read, use red. 13 Each type of figures of speech has an impact on advertising, since they have their own characteristics that advertisers can adapt in advertising messages. From a sample of advertising collected in a previous study, there are the use of tropes and scheme in almost every collected advertisement. The number of figures of speech even exceeded the number of samples, which means some of the headlines used multiple figures of speech. 2.6 RECENT RESEARCH ON FIGURES OF SPEECH IN ADVERTISING The numbers of researches conducted on figures of speech in advertising are varied and their researches are limited only to each type of figures of speech. McQuarrie and Mick (1993) conducted research on figures of speech in contemporary magazine advertisements, which used People magazine as a subject. The study discussed the relevance of figurative language to consumer advertising research, and research about the frequency and function of figurative language. The researcher found that pun in trope category is found the most. Metaphor is the second most found in the study. For scheme category, the most common is alliteration. As mentioned, this study investigates overall consumer advertising. If the research is conducted on specific types of product advertising, the result on the use of figurative language might be different. In the study of Leigh (1994) investigated the frequency of the use of figurative language in print advertising headlines. It shows each category of figures of speech used in ad headline and examines which factors relate to their use. The research emphasizes on sports, finance, special interest, and lifestyle magazines. The result of the study revealed alliteration, assonance and puns are widely used in ad headlines. The result also revealed that different kinds of figures of speech tended to be used in different types of magazines for different product categories. Thus, in this point, investigating more on the use of figure of speech in individual type of magazine should help support previous research. Another research is from McQuarrie and Mick (1996). The purpose of this study is to develop a framework for classifying figures of speech that differentiate between figurative and nonfigurative message, and between two types of figurative 14 language, tropes and scheme. This research also focused on consumer response toward the message that presents in advertising. By comparing figurative advertising and literal advertising, the research revealed that consumer response to figurative ads produced more positive attitude toward the advertising. Figurative language also has more power to motivate the reader. There is concern on the demanding and complex nature of the message. Rhyme and repetition type represent the simplest and least demanding, while pun and paradox are quite complex and demanding. By studying this research, it gave an idea about production of the message concerning on consumer attitude and what each type of figurative language can covey in different way. Up to now, from studying through the previous research, there is inadequate research on figurative language in specific type of product advertisements, such as auto mobile, hospitality service or food products. The researcher finds that food product advertising has its own unique characteristics different from other types of products since it must show the sensory appeal that the reader can feel, touch, smell and taste. The researcher will examine figurative language in food product advertising from a food magazine and observe how different figurative language is used by studying headline, sub-headlines, body copy and slogans in food product advertising. CHAPTER THREE METHODOLOGY This chapter presents the research methodology, which includes (1) subjects, (2) research instrument, (3) data collection, and (4) data analysis procedures. 3.1 SUBJECTS Samples of this study are print food product advertisements collected from Food Network magazine issued during January - December 2010. As January- February’s issue and July - August’s issues are combined together, the total issues of the magazine researched are 10 issues. Total of advertising collected is 116 pieces. . 3.2 MATERIALS In this study, criteria sampling is used for collecting print advertisements. The print advertisements should at least contain headlines, body copy and slogan. Qualitative methodology and content analysis method will be used in this research. The study will refer to sixteen figurative languages, which are indicated in the literature review section. The list of figures of speech was picked from the previous study, and was found in the sample set. The researcher will study the techniques of using figures of speech that advertisers use and the frequency of the figures of speech found in advertising will be analyzed in this study as well. Moreover, the researcher will analyze whether the type of product has any connection with any specific list of figures of speech or not. The researcher will compare the result of the figures of speech found in all elements – headline, copy and slogan, and search for difference or similarity. 3.3 DATA COLLECTION The procedure of collecting data began with finding the collection of print advertisement from Food Network Magazines, issued from January to December 2010. Then, the researcher examined the advertisements in the magazine and picked out the ones that meet the criteria as mentioned in the Sample section. After that, 16 content analysis procedure occurred to examine the advertisements one by one. For the recording information, the researcher created a table for recording the figures of speech that were found in each print advertisement. The column in the table was separated into six parts, which are ad code, type of product, product name, and three elements of print advertisement - headline, body copy and slogan. Ad code is the indication of the magazine’s issue. The number after the letters shows the advertising’s number in each month. Ad Code shows in the first column of the raw data sheet. JF stands for January and February, MAR stands for March, AP stands for April, MY stands for May, JU stands for June, JG stands for July and August, SP stands for September, OC stands for October, NO stands for November, and DE stands for December. Readers can follow the ad code in the appendix, the picture appendix and the results and discussion in the study. Moreover in the raw data sheet, each column of the advertising elements will indicates the figures of speech found in each element side by side. It will help the researcher to clearly clarify the use of figures of speech in each element as well. In addition, after collecting and recording the figures of speech that were found in each advertisement. The researcher also created a table to present the frequency of figures of speech employed in counted number and percentage. It was separated into headline part, copy part, slogan part and all element part. The purpose of this table is to show the overall number of figures of speech found in each part and which types of figures of speech are mostly found in food product advertisements. Headline Copy Slogan Percentages Types of Figures of Speech Frequency Table 2. Frequency of Figures of Speech employed Alliteration Hyperbole Metaphor Personification (table continues) 17 of of Headline Copy Slogan Percentages Types Figures Speech Frequency Table 2. (continued) Parallelism Question Simile Ellipsis Assonance Repetition Onomatopoeia Irony Rhyme Antithesis Litotes Paronomasia Total 3.4 DATA ANALYSIS After collecting the data, the researcher used content analysis method to analyze the figures of speech in advertisements, to examine types of figures of speech used and the numbers of figures of speech used in each element in food product advertisement. The data were analyzed as per the following steps: 3.4.1 First, all collected advertisements were examined for which types of figurative language were applied in headlines, body copy and slogans. 3.4.2 Then, the selected ads were examined for which types of figurative language are most frequently used in food product advertisements by analyzing their frequency using Table 2 as shown in the Research Instrument section. 3.4.3 Next the statistical conduct of figurative language used is presented in 18 percentage according to their figurative language types. This state also uses Table 2 as shown in the Research Instrument section to present the frequency. 3.4.4 Finally, the researcher analyzed over all techniques of the use of figures of speech in food product advertisements and other general techniques and analyzed the figures of speech found in headline, body copy and slogan then examined whether they are connected, similar or different. CHAPTER FOUR RESULTS This chapter discusses the use of figurative language, which includes the topic of Figures of speech in food product advertisements, finding of figures of speech in headline, copy, slogan and overall food product advertisement. In addition, this chapter will discuss the comparison of figures of speech in each element in one advertisement and figures of speech for specific types of product. 4.1 FIGURES OF SPEECH IN FOOD PRODUCT ADVERTISEMENTS From 116 print advertisements, the researcher found that not all advertising contains all three elements; as a result, the researcher has grouped each group as follows: Headline + Copy + Slogan Total found 37 items Headline + Copy Total found 20 items Headline + Slogan Total found 44 items Headline only Total found 15 items For the figures of speech in each elements, some of the element have more than one figure of speech, thus, the researcher can summarize the total number of figures of speech found as follows: In the headline, there are 116 headlines with 103 figures of speech and 26 general techniques found. In the copy, there are 57 copies with 43 figures of speech and 25 general techniques found. In the slogan, there are 81 slogans with 34 figures of speech and 27 general techniques found. From the analysis, figures of speech found in this set of advertisements contain 16 types which are, Alliteration, Hyperbole, Metaphor, Personification, Parallelism, Question, Simile, Ellipsis, Assonance, Repetition, Rhyme, Onomatopoeia, Irony, Antithesis, Litotes, and Paronomasia. Other techniques found are general language techniques that advertisers use. 4.2 FINDING OF FIGURES OF SPEECH IN HEADLINES The headline is the first thing that audience will see, and it has the power to capture the audience’s attention and encourage them to glance to other parts of the 20 advertising. Therefore, the language technique use must be attention-grabbing words. Figures of speech seem to be the great technique in this part. The researcher found that at least one type of figurative expressions was used in the headline. The researcher found 103 figures of speech from 116 headlines overall and there are 26 headlines that use general techniques. The result showed that repetition (13%) made up the most used in this kind of product advertising, followed by rhetorical question (12%), alliteration (11%), hyperbole (9%) and rhyme (9%) respectively. Some figures of speech have an equal amount, which are metaphor (5%), and personification (5%). Also found were assonance (3%), simile (2%), ellipsis (2%) paronomasia (2%), litotes (2%), irony (2%), parallelism (1%) and antithesis (1%), which were found in very few headlines. Figure 1 shows the different usages of figures of speech in 116 headlines of food product advertisements. Figure 1. Figures of Speech Use in Headlines General Technique, 20% Paronomasia, 2% Rhyme, 9% Repetition, 13% Litotes, 2% Antithesis, 1% Irony, 2% Onomatopoeia, 1% Question, 12% Ellipsis, 2% Parallelism, 1% Simile, 2% Assonance, 3% Personification , 6% Hyperbole, 9% Alliteration, 11% Metaphor, 5% In conclusion, it seems that in the headline, they emphasized using a repeated method, which is repetition in words. This can effectively remind the audience about the main idea of the product. Moreover, a rhetorical question, which is in the second rank, can get into the audience’s thought easily, because questions can provoke reader’s curiosity. Another technique is the use of repeated sound - alliteration 21 because this technique makes the sentence smooth and easy to memorize. 4.3 FINDING OF FIGURES OF SPEECH IN COPY Most of the copy in food product advertisements showed more than two lines. Some of them are in a very long paragraph and some of them are in narrative sentences. From 57 copies the researcher found 43 figures of speech and 25 general techniques in them. The result showed that rhyme (13%) is the most found figures of speech in the copy, followed by alliteration (12%), repetition (10%) hyperbole (7%) rhetorical question (6%), metaphor (6%), and personification (6%) respectively. There is 2 percentage found for litotes and parallelism. However, simile, ellipsis, assonance, paronomasia, antithesis, onomatopoeia and irony couldn’t be found in the copy. Figure 2 shows the percentage of figures of speech that were employed in the copy. Figure 2. Figures of Speech Use in Copy Rhyme, 13% General Technique, 37% Repetition, 10% Question, 6% Paronomasia, 0% Litotes, 2% Alliteration, 12% Antithesis, 0% Ellipsis, 0% Hyperbole, 7% Onomatopoeia, Assonance, 0% Personification Metaphor, 6% 0% , 6% Irony, 0% Parallelism, Simile, 0% 2% The researcher can conclude that in copy, it seems like alliteration and rhyme, which have the same purpose in making the sentence sounds smooth, is effective in long sentences. Moreover, repetition in a word within the sentence is also employed effectively in this. 22 4.4 FINDING OF FIGURES OF SPEECH IN SLOGANS Most of the slogans are in very catchy short phrases or words, and it has to be very outstanding and easy to remember. There are 81 slogans that employed 34 figures of speech and 27 slogans that used general language technique. After analysis, apart from the high percentage of general techniques, surprisingly the result showed that there are three significant figures of speech found in slogan, which are alliteration, parallelism and assonance. They shared 8% in this. It seems that the play in sounds of word can attract readers successfully. The result followed with personification (7%). repetition (7%) and rhetorical question (5%) which shared the same percentage in this. Figures of speech found less in copy are hyperbole (3%), metaphor (3%), litotes (3%), rhyme (2%), onomatopoeia (2%) and again, paronomasia, antithesis, irony, simile and ellipsis couldn’t be found in copy. Figure 3 shows the percentage of figures of speech that were employed in slogan. Figure 3. Figures of Speech Use in Slogans Rhyme, 2% Repetition, 7% Question, 5% Alliteration, 8% General Technique, 44% Ellipsis, 0% Paronomasia, 0% Litotes, 3% Antithesis, 0 Hyperbole, 3% Metaphor, 3% Personification , 7% Assonance, 8% Simile, 0% Parallelism, Irony, 0% Onomatopoeia 8% , 2% As a slogan is a phrase that hardly changes and it sticks with the company 23 logo for a long period of time, the technique for this part must be very effective and memorable. After the analysis, the researcher can conclude that the techniques of play in similar sounding words, like alliteration and assonance, are the techniques to use in slogan. Similar to parallelism, the catchy and easy to read arrangement is important in slogan. These three figures of speech shared the same rank. 4.5 FIGURES OF SPEECH IN OVERALL PRINT ADVERTISEMENTS From the 116 food advertisements overall that the researcher has collected, and a list of figures of speech the researcher analyzed in print advertisings, the researcher found the outstanding result as shown in Table 3. Frequency Types of Figures of Speech Headline Copy Percentages Table 3. Figures of Speech in Overall Print Advertisements Slogan Alliteration 15 8 5 28 11 Hyperbole 12 5 2 19 7 Metaphor 6 4 2 12 5 Personification 6 4 4 14 5 Parallelism 1 1 5 7 3 Question 16 4 3 23 10 Simile 2 0 0 2 2 Ellipsis 3 0 0 3 1 Assonance 4 0 5 9 3 Repetition 17 7 4 28 11 Onomatopoeia 1 0 1 2 1 Irony 3 0 0 3 1 Rhyme 12 9 1 22 9 Antithesis 1 0 0 1 0 Litotes 2 1 2 5 2 Paronomasia 2 0 0 2 1 General Technique 26 25 27 78 30 Total 129 68 61 258 24 The result showed that the most frequently used of figures of speech in food product advertisements is repetition. Repetition is one of the techniques used in almost all elements. With 11 percent, it seems that repetition has the highest count in headline, but it also works very well in copy and slogan. Repetition helps readers to remember the key message that presents in each advertisement, thus advertisers tend to use repetition in headlines rather than use in copy or slogans. On the same rank is alliteration. Alliteration shared the same rank with repetition with 11 percent from the over-all result. It is in the highest item found in copy and slogan part, but it was found lesser than repetition in headline. However, from the total result, it surprisingly shared the same percentage. Alliteration emphasizes the repetition of an initial word or phrase, thus, readers can feel the rhythm within the message and it is easier to memorize. The next rank is rhetorical questions, which has 10 percent. Rhetorical question are mostly used in headlines than in other elements. Maybe due to the fact that headlines are used to capture audience’s attention, so advertisers tend to use it in headline. Rhyme is in the next rank with 9 percent. Rhyme is repetition of similar sounds in two or more words in the phrase. The connection between sounds of the words can help readers memorize the message advertisers try to present easily. Next, 7 percent of hyperbole is found in food product magazine and is mostly found in headlines. Hyperbole is the technique of exaggerating words to emphasize the message. It seems that it works very well in headline and copy rather than in slogans. Since most of the main idea advertisers want to sell is in headline and copy, so advertisers tend to create messages that are overstated, yet attention-grabbing. Personification is next with 5 percent found. Personification is used to refer to a thing as having human qualities or abilities. Another technique that works similarly like personification is metaphor, which is referring to one thing as another that is different but they have something in common. It was found in 5 percent in the study. Both personification and metaphor work well in an imaginative way that food can become something else rhetorically. The next finding is assonance. There is 3 percent of assonance found in this type of advertising. The result is very distinctive, as assonance was mostly found in slogan. However, there is no assonance in copy at all. Assonance is the repetition of vowel sounds, thus, using assonance in a small sentence as in slogans is simpler to 25 speak and recall. Parallelism was found in food product advertisements for 3 percent. It can be seen in slogan rather than in headlines or copy. Finally, it seems that very few similes, litotes, ellipsis, onomatopoeia, irony, paronomasia and antithesis are found in this type of advertisement. There are only 2 percent, 1 percent and no percent at all from these figures of speech. It is maybe due to that fact that it is harder to understand, and more difficult to convey the message. 4.6 FIGURES OF SPEECH FOR SPECIFIC TYPES OF PRODUCTS In this section, the researcher will analyze whether the type of products have similar techniques of creating messages. The researcher will emphasize on the headline, since it is the most found of figures of speech if comparing to other. Types of products found most from the collected food product magazines are Frozen Food, Ice Cream, Cheese, Coffee, Ham, Sausage, and Sugar respectively. 4.6.1 Frozen food The total number of frozen food advertisements found in this magazine is fourteen items, but there is only nine items with the figures of speech. From the finding, the technique of using question and rhyme are mostly used in this type of product. However, by focusing on the brand name, Hormel tends to use the rhetorical question technique in their advertising to present their idea. Metaphor and ellipsis can be found in this type of products also. Table 4. List of Frozen Food Advertising Found No. Code Headline 1 MR04 How can I make a 4-hour beef roast in 4 minutes? 2 MR05 Yep, it’s getting a lot of attention. 3 MR06 4 5 How can I make an easy dinner after a hard day? Our newest Bertolli Oven Bake Meals MR08 have Italian chef wishing we'd disappear. AP05 Captivatingly delicious Figures of Speech Brand Name Question Hormel General technique Healthy Choice Café Question Hormel General technique General technique Bertolli Oven Bake Meals Healthy Choice Café (table continues) 26 Table 4. (continued) No. Code Headline 6 JG02 Sometimes investing in Italian Shortterm proposition. 7 JG06 Where good living meets good eating. 8 SP11 9 Too good to be frozen How do I make comfort food when I'm OC06 not comfortable cooking? 10 NO06 Birds eye presents 3 new creations that make meals come alive. 11 NO08 My only preservative is your freezer? 13 Limited Edition Fire Roast Veggies, NO16 your mouth may water enough to start a garden. NO17 "Fresh" without the "…" 14 DE10 12 4.6.2 BBQ Chicken Pizza, So taggy, so saucy, better stock up on napkins. Figures of Speech General technique Repetition, Rhyme Hyperbole Question General technique Question, Metaphor Metaphor Ellipsis Rhyme Brand Name Buitoni Bertolli Contessa Hormel Birds Eye – Lightly Sauced Newman's Own California Pizza Kitchen Tortilla Land California Pizza Kitchen Ice cream The total number of ice cream advertisements found in this magazine is seven items, but there are six items with figures of speech. It clearly can be seen that rhyme is found most in this type. Second is alliteration which has the similar technique as rhyme, and also can be found. The researcher also found one hyperbole in this type of product. Table 5. List of Ice Cream Advertising Found No. Code Headline 1 MY01 All we add is cold. 2 MY04 Real fruit, naturally in every bite. 3 JU04 The Purest for the purist. Figures of Speech General technique Brand Name HiagenDazs Dreyer's Rhyme Fruit Bar Rhyme, HiagenAlliteration Dazs (table continues) 27 Table 5. (continued) No. Code 4 JG03 5 SP02 6 SP12 7 OC12 4.6.3 Headline Keeping goodness honest. Strawberry, like you've never had it before. hellojell-o Less sugar makes morning pretty sweet. Figures of Speech Rhyme Hyperbole Rhyme Alliteration Brand Name HiagenDazs Starbuck Ice Cream Jell-o Ice cream Pop Tarts Cheese The total number of cheese advertisements found in this magazine is six items, but there are three items with figures of speech used and another two general techniques used. The technique of using figures of speech in this type cannot be finalized, since they apparently used different strategies which are repetition, alliteration, rhyme, parallelism and general word techniques used in this type of product. Table 6. List of Cheese Advertising Found No. 1 Code Headline What separates the great pastas from MR09 the good is not the pasta. 2 AP12 Take the pheeling with you 3 JU03 Spread a little tongue wagging. 4 JG11 5 OC08 6 OC11 Careful. This cheese is loaded. 4.6.4 Coffee Our newest selection is natural, delicious and has reduced sodium. It's not whether you win or lose, but whether there's enough to go around. Figures of Speech Repetition, Alliteration General technique General technique General technique Repetition Hyperbole Brand Name Kraft Cheese Philadelphia Cheese Philly Cheese Sargento Kraft Singles Kraft Deli Deluxe The total number of coffee advertisements found in this magazine is six items and figures of speech are found in five of them. It can be seen that repetition was used in this type of product greatly, also the techniques of using similar sound - 28 rhyme and assonance. Repetition seems to be used the most, followed by rhyme and one assonance was found. Table 7. List of Coffee Advertising Found No. Code Headline Figures of Speech Brand Name 1 MY03 Between due dates and play dates. The smooth taste that makes any day better. Repetition, Rhyme Seattle's Best Coffee 2 MY06 Wake up to Folgers Black Silk. General Technique Folgers Black Silk Coffee 3 OC09 Repetition Nescafe Taste for yourself. A lot of Hype OR A lot of Flavor Oh Christmas blend, Oh Christmas blend, To have at home or anywhere you go. 4 DE01 5 DE02 Joy to your own little world General Technique 6 DE15 Taste for yourself. Big bucks or Big Flavor. Repetition 4.6.5 Repetition Starbucks Christmas Blend Caribou Coffee Nestle, nescafe' Ham The total number of ham advertisements found in this magazine is six items and figures of speech are found in four of them. Similar to cheese products, the technique of using figures of speech in this type cannot be finalized, since it seems that they used different strategies. Assonance, question, alliteration, repetition, hyperbole and general word technique have been found in this type of product. Table 8. List of Ham Advertising Found No. Code 1 JF07 Elevate the Back-to-School Sandwich 2 AP10 Wake up even the early risers. 3 4 MY07 Who needs bread? JU05 Looks like a case of cold cut envy. Smithfield. The ham that made ham JG14 famous. The most worthwhile things are crafted DE12 by hand. 5 6 Headline Figures of Speech General Technique Irony Question Alliteration Repetition, Hyperbole General Technique Brand Name Hillshire Farm Oscar Mayer Deli Ham Deli Ham Smithfield Honeybaked Ham 29 4.6.6 Sausage The total number of sausage advertisements found in this magazine is six items and figures of speech are found in all of them. Two metaphors are used in this type product, yet the two found are not substantial enough to confirm that this type of figures of speech is used often in this type of product. Other types are personification, alliteration, repetition and rhyme. Table 9. List of Sausage Advertising Found Headline Figures of Speech Personification No. Code 1 JF10 Recipes that work weekends 2 JG09 The family dinner isn't history. It's heating up. Alliteration 3 SP07 Family connected. No wifi needed Metaphor 4 NO07 5 NO14 6 NO15 Scrambled Meet Crumbled. 4.6.7 Sugar Our perfectly seasoned sausage is a magnet for other ingredients. Egg Burrito to sausage and egg burrito in 1.5 seconds Metaphor Repetition Rhyme Brand Name Bob Evans Oscar Mayer Oscar Mayer Hillshire Farm Jimmy Dean Jimmy Dean The total number of sugar a advertisements found in this magazine is six items and figures of speech are found in five of them. Question and paronomasia is found often in this type of product, however, it comes from the same brand name – Splenda Sugar. Thus, it might be their own technique to represent their advertising idea. Trivia brand also uses question and rhyme as the techniques to show the idea. As a result, it cannot be concluded that sugar products use the mentioned figures of speech to create an advertising idea. Table 10. List of Sugar Advertising Found No. Code 1 JF02 Figures of Brand Speech Name Not having to give up the things I love? Question, Splenda Sweet! Paronomasia Sugar (table continues) Headline 30 Table 10. (continued) No. Code 2 MY05 3 JG08 4 NO04 5 NO10 6 DE06 Headline The great taste of SPLENDA with a gram of fiber? Sweet! You can use SPLENDA No Calories Sweetener in more ways than you ever imagined. SWEET! The first all-natural low-calorie stevia leaf extracts and sugar sweetener. How many times have you poured a spoonful of regret into your latte? Try some honest sweetness instead. How many times has your sweet tooth gone out and celebrated without your permission? Try some honest sweetness. Figures of Speech Question, Paronomasia Brand Name Splenda Sugar Paronomasia Splenda Sugar Hyperbole Sun Crystals Question, Rhyme Truvia Question, Rhyme, Personification Truvia From analyzing each the product, the researcher can summarize that the products that fall into the dessert and drink category, such as ice cream and coffee, tend to use the technique of using similar sounds such as rhyme, alliteration and repetition to make the sentence smoother and sound more emotional. While the meat products, such as sausage, ham and cheese, seems to use different types of figures of speech and the researcher cannot find the specific type or outstanding technique that are used in these types. 4.7 COMPARING FIGURES OF SPEECH IN EACH ELEMENT This will analyze whether in one print advertisement, the technique that advertisers use in each element – headline, copy and slogan have any correlation or not. As mentioned earlier from 110 advertisements overall, the researcher can group the elements in the print ad collected as following: Headline + Copy + Slogan Total found 37 items Headline + Copy Total found 18 items Headline + Slogan Total found 43 items Headline only Total found 12 items The researcher will focus only on Headline + Copy + Slogan, as it has the completed elements that the researcher can study on. From the analysis, the researcher 31 found eight advertisements that applied figures of speech in each element. Table 11. Table of Advertising Contends Complete Element No Code Product 1 JF01 Fruit 2 MR0 3 Seasoning Element Text Headline Dare to go bare There's no need to be shy. Not when we've taken away the peeling and slicing, leaving only the delicious Copy taste of real fruit. Fruit Undressed / Chilling in Slogan your produce section Great Mexican flavors, no Headline travel required Mrs. Dash Fiesta Lime brings the flavor of Mexico right to your home. Our unique blend is a healthy, delicious way to liven up any Copy dish. No salt. No MSG. Slogan 3 MR0 9 Cheese Salt-Free, Flavor-Full What separates the great pastas from the good is not Headline the pasta. For nearly 100 years, we've crafted the very best cheese. Why risk your dish with any Copy other mozzarella? FOS Rhyme, Assonance Rhyme, Personification Personification Hyperbole Personification Alliteration Repetition, Rhyme Hyperbole, Question Slogan 4 JG05 snack The cheese is everything Hyperbole The time you discovered a Headline little surprise. Litotes Like finding a crumpled dollar bill in your pocket, getting an impromptu postcard from an old friend, or discovering that your favorite Tostitos. Tostitos Chips are naturally made with whole grain corn and no one ever knew the Copy difference. Parallelism Slogan Good times guaranteed. Alliteration (table continues) 32 Table 11. (continued) No 5 6 Code Product Text Gourmet meals. No NO09 Seasoning Headline reservation required. Now Morton has a full selection of Sea Salts from the sparkling waters of the Mediterranean Sea. Discover their flavor in cooking, baking, roasting, and finishing. Take your meals Copy from 'good' to 'gourmet'. Made by Nature… Slogan Packaged by Morton… DE05 Creamer Element Headline Add your warmth flavor… New Sugar & Spice Flavor. It's everything nice about the Copy holidays. Slogan Good food, good life. FOS Alliteration Rhyme, Alliteration Parallelism Ellipsis Alliteration, Rhyme Rhyme, Assonance To summarize above table, researcher has matched the result below: Table 12. Summary of the Type of Figures of Speech Found Ad Code JF01 Headline Copy Slogan Rhyme, Assonance Rhyme, Personification Personification MR03 Hyperbole Personification Alliteration MR09 Repetition, Rhyme Hyperbole, Question Hyperbole JG05 NO09 DE05 Litotes Alliteration Ellipsis Parallelism Rhyme, alliteration Alliteration, Rhyme Alliteration Parallelism Rhyme, Assonance From analysis, the result showed that some of the advertising used the same technique in headline and copy, such as JF01, JU03, and NO09, that used rhyme and alliteration in both headline and copy. In additions, in the copy and slogan, the use of the same technique also was found here, such as, JF01, MR09, and DE05, using personification, hyperbole, and rhyme respectively. The researcher can conclude that in creating the message, considering the use of similar techniques helps the message be more attractive and memorable. However, it is not necessary to use similar 33 techniques in all three elements. It depends on the concept of the advertising idea. To sum up, the figures of speech found most in the food product magazines in all elements are alliteration and repetition, which is the technique of repeating. Alliteration is repeating in the first sound of the words or phrases while repetition is repeating of a word within a sentence in order to emphasize it. For example, ‘Creativity on a crust’ for alliteration and ‘The best of the best’ for repetition. The researcher believes that in using this technique, it emphasizes the key message of an advertising idea, so it can create sentences that are easier to read and sound catchier. The repeated words can help readers to recall the main selling point of the product. The findings of the study will be summarized and discussed in the next chapter. CHAPTER FIVE CONCLUSIONS, DISCUSSION AND RECOMMENDATIONS This chapter presents the (1) a summary of the study, (2) a summary of the findings, (3) discussion of figurative language use in food product advertisements from Food Network magazine, (4) conclusion, (5) limitations of the study, and (6) recommendations for further research. 5.1 SUMMARY OF THE STUDY This summarizes the study of figures of speech in the food product advertisement. 5.1.1 Objectives of the Study The objective of this study is to investigate the use of figures of speech in print food product advertising from a food magazine to see the types of figures of speech used in this kind of advertising, which type of figurative language is most frequently used, to study how figures of speech can be applied to present the message of each products type and to find out the correlation between figures of speech and product. The study will reveal how advertisers use figures of speech in food product advertisement. 5.1.2 Subjects, Materials, and Procedures The sample of this study was print food product advertisements collected from Food Network magazine issued during January - December 2010. The total issues of the magazine researched are 10 issues, as January-February’s issue and JulyAugust’s issue are combined together and counted as one issue. Total of advertising collected is 116 pieces. The print advertisements should at least contain a headline, body copy and slogan. In this study, the researcher used criteria sampling for collecting print advertisements. Qualitative methodology and content analysis method were used in this research. The procedure of collecting data started from collecting the print advertisement from Food Network Magazines. Then, the researcher examined the advertisements in the magazines and picked out the ones that met the criteria. After that, 34 content analysis procedure occurred to examine figures of speech in the advertisements. The researcher recorded information of each advertisement in excel as raw data by separating columns into six, ad code, type of product, headline, copy, slogan, and brand name. Ad code represents the magazine’s issue and the number of advertisements found in each month. Then, the researcher added the information found in each advertisement. After recording the figures of speech, the researcher also created a table to present the frequency of figures of speech employed in counted number and percentage. 5.1 SUMMARY OF THE FINDINGS From 116 food product advertisements researched, the result showed that figures of speech can be found mostly in headlines, followed by slogan and copy respectively. At least one type of figures of speech was used in the advertisements. In headlines, the researcher found 103 figures of speech from 116 headlines overall. Repetition was mostly found in this element, followed by rhetorical question and alliteration. It seems that the repeated word method tends to be used in headlines. In the copy, there are 43 figures of speech found from a total of 57 copies and the most frequent use of figures of speech is alliteration followed by rhyme. It seems that the repeated sound method is often used in this element, because it can make the long sentence sound smoother. Among 81 slogans, there are 34 slogans that used figures of speech. The outstanding figures of speech in this element are alliteration, parallelism and assonance and they all shared the same percentage. Both alliteration and assonance are the technique of playing with the word sound while parallelism is the technique of sentence arrangement. The researcher concluded that play in word sound like alliteration and assonance can attract readers more effectively; as a result, advertisers tend to use this technique more than others in this element. Moreover, parallelism can create the flow of words within the sentences, which makes the message easier to read and memorize. Referring to Table 2, from overall 116 print advertisements that included three elements - headline, copy, and slogan, the researcher can arrange the number of figures of speech from highest found to lowest found as following: 1. Alliteration, found 28 times, 11 % of all items 2. Repetition, found 28 times, 11% of all items 3. Rhetorical question, found 23 times, 10% of all items 35 4. Rhyme, found 22 times, 9% of all items 5. Hyperbole, found 19 times, 7% of all items 6. Personification, found 14 times, 5% of all items 7. Metaphor, found 12 times, 5% of all items 8. Assonance, found 9 times, 4% of all items 9. Parallelism, found 7 times, 3% of all items 10. Litotes, found 5 times, 2% of all items 11. Ellipsis, found 3 times, 1% of all items 12. Irony, found 3 times, 1% of all items 13. Simile, found 2 times, 1% of all items 14. Onomatopoeia, found 2 times, 1% of all items 15. Paronomasia, found 2 times, 1% of all items 16. Antithesis, found 1 time, 0% of all items The result showed that repetition and alliteration shared the most used figures of speech in food product advertising. Repetition can be found in headlines the most. Moreover, it also has outstanding numbers in copy and slogans too. On the other hand, alliteration has a great number in all copy and slogans and also has a high number found in headlines too. It seems that the technique of repeated sound is common in food product advertisements. The third rank is rhetorical question. Rhetorical question works well in provoking reader’s thought, so it can be seen in headline the most. Regarding the figures of speech for specific types of products, the researcher can summarize that some types of products tend to use similar figures of speech, such as, ice cream and coffee products. These product types were found using the technique of similar sounds like rhyme and alliteration to present the message, while meat products did not have any specific figures of speech used. The techniques vary, such as personification, metaphor or repetition. Lastly, the researcher analyzed the connection of figures of speech that are employed in each element – headline, copy and slogan, and the researcher found out that they are related in some elements, but not in all the three. The relation between headline and copy, and copy and slogan can be seen. However, the connection between headline and slogan cannot be found. The figure of speech found most is rhyme and alliteration. 36 5.2 DISCUSSION The result from this study revealed that most of the food product advertisement used techniques of repetition in word and sound to create the advertising message; which are alliteration, repetition and rhyme respectively. Moreover, there is a high number found of rhetorical question and hyperbole as well. In previous research from McQuarrie (1993), Leigh (1994) and McQuarrie and Mick (1996), they emphasized the headline and they separated types of figures of speech into trope and scheme. This study emphasized all elements of advertisement and did not specify the types of figures of speech as trope and scheme. However, the result between previous research and this study are similar in some points. The result from previous studies revealed that alliteration is the most used figure of speech; alliteration was found most in this study as well. Moreover, repetition also shared the same rank with alliteration. The result in this study confirms the results in the previous study, especially McQuarrie and Mick’s (1996), which indicated that repetition is widely used and it is the type that is less complex and can convey the message more easily than other types of figures of speech. Alliteration and repetition are the most found types of figures of speech in this research with 11 percent of over-all types. Alliteration is repetition of a sound in the first syllable words or phrases. The result is 11 percent found in headlines, 12 percent in copy, 8 percent in slogans. Alliteration was found in high number in a previous study from McQuarrie (1993) and Leigh (1994) as well. It clearly reveals that this technique is quite common in all types of print advertisements. As for repetition 13 percent is found in headlines, 10 percent in copy and 7 percent in slogans. Even though it is hardly found in the slogans, from the overall element of advertising, it is one of the outstanding figurative languages, which resulted in 11 percent. The technique of repetition is widely used in advertisements, as it can repeat the key message of the product that advertisers want to present. McQuarrie and Mick’s study (1996) also mentioned that repetition is easier to use and easier to convey the message. The third rank is rhetorical question which is 12 percent in headlines, 6 percent in copy, 5 percent in the slogans and 10 percent in overall elements. The number is quite low in the slogans, due to the fact that slogans emphasized short, concise, and easy to remember sentences. Thus, advertisers tend to avoid using questions. However, from 37 overall elements together, it ranked as the third most found in food advertisements. Moreover, it seems that this method was found a lot in different advertisements and is according to the previous study. Another outstanding number is rhyme. From overall elements, 9 percent was found, 9 percent in headline, 13 percent in copy and 2 percent in slogan. Rhyme is mostly found in headline and copy. According to Leigh (1994), rhyme played a big role in other advertisements too. Since it makes the sentence smoother, advertisers choose to play with it in headline and copy. Apart from this technique is hyperbole. From overall elements, 7 percent was found, 9 percent in headline, 7 percent in copy and 3 percent in slogan. Hyperbole seems to be effective in creating exaggerated benefits of the product, how well and what is the best the product can offer; as a result, it tends to be useful in this type of advertisement. These are the top five figures of speech found from this research. They all have different and unique functions. Advertisers can use them to create their own imaginative and dynamic message to grab the reader’s attention. Further more in this study, in creating an advertising message, it depends on the product type and its concept. A particular type of product might have similar or different techniques in creating the advertising message. From this research, there was a specific type that used similar techniques, but some did not. For example, headlines in ice cream advertisements tended to use rhyme and alliteration rather than other techniques. However, headline in meat products advertisements, for example, ham and cheese tend to have varied techniques. As a result, it cannot officially be concluded that types of product and figures of speech are related. Further research for specific types of products should be investigated. Similar to the relation between figures of speech in headlines, copy and slogans, the researcher found that headline - copy are related and copy - slogan are related.. They used the similar figures of speech in those elements. The figures of speech found most in these elements are rhyme and alliteration. The researcher can conclude that alliteration helps in connecting the message from headline to copy and slogan. Furthermore, it can create flow within the print advertisement. However, it hardly found the correlation between headline and slogan. It might due to the fact that there is a distance between headline and slogan in print advertisement. Normally the headline is 38 mostly on the top or middle of the advertisement, while the slogan is always on the bottom of the advertisement. As a result, there is a lack of connection between these two elements. Still, the researcher cannot 100 percent confirm that it is the effective technique to create advertising. Further study should be conducted on this as well. 5.4 CONCLUSION The researcher can conclude the results of the analysis of figure of speech in food product advertisements as below. 5.4.1 In three elements of advertising which are headline, copy and slogan, the researcher found at least one figure of speech. Some employed two figures of speech. There are 116 headlines with 103 figures of speech found in the headline, 57 copies with 43 figures of speech found in the copy and 81 slogans with 34 figures of speech in the slogans. The researcher also found the use of general techniques in this set of advertisements. There are 26 items found in the headlines, 25 items found in the copy and 27 items found in the slogan. 5.4.2 Figures of speech that are the most frequently used in food product advertising is alliteration and repetition, which shared 11 percent or 28 times from the overall 258 figures of speech counted. It is followed by rhetorical questions found 23 times, 10 percent of all items, rhyme found 22 times, 9% of all items and hyperbole found 19 times or 7 percent of all items. These are the top five figures of speech found in this study. 5.4.3 After the analysis, the result revealed that the type of product has some correlation with specific figures of speech as well. The researcher can conclude that in choosing words or phrases for the advertising messages, advertisers have to consider the type of product as well. The products, such as, desserts and appetizers tend to play with the phrase using sound while meat products have no specific technique. It depends on the advertising idea they want to present. However, in this small sample, the result might not be 100% accurate; further study in each category of food product is encouraged. 5.4.4 The researcher found that figures of speech employed in each element – headline, copy and slogan are related. The researcher found that headline - copy are related and copy - slogan are related. It hardly sees the correlation between headline and 39 slogan. It might be due to the fact of the distance in the layout that separates headlines and slogans, while headlines - copy or copy - slogans are fairly connected to each other. However, it is not necessary to use similar techniques in all three elements. It should depend on the concept of the advertising idea. 5.5 LIMITATIONS OF THE STUDY 5.5.1 The data selected for this research included only 116 pieces of advertisement which might not effectively represent the whole range of food product advertisement. 5.5.2 The collection of the magazine for this research was only a one year period. It would be better to study previous issues as well. The previous issues might contain more figures of speech and different techniques might be employed in those issues. 5.5.3 As the researcher picked only one food product magazine – Food Network, it might not represent the use of figures of speech in a wider range of food magazines. 5.6 RECOMMENDATIONS FOR FURTHER RESEARCH Based on the findings and conclusions of this study, the following recommendations are made for future research. 5.6.1 Future research should study two or more food magazines with a longer period of issue to see the exact technique of using figures of speech. 5.6.2 Future research should study figurative language on specific type of food products, for example, meat, snack, juice, or alcohol to observe whether different types of figurative expressions are applied in different kinds of products. 5.6.3 Future research should study other type of advertising, for example, business advertising, and advertising from airline industry or from the hospitality industry to see the differences in each type. 5.6.3 Future research should study figures of speech in advertising from Thai advertising agencies to see the differences of use of language by Thai advertisers and how they apply figures of speech in Thai advertisements. 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APPENDIX A LIST OF FIGURES OF SPEECH No. Code Issue Page Type of Product Headline 1 JF01 Jan/Feb 18 Fruit Dare to go bare 2 JF02 " 25 Sugar Not having to give up the things I love? Sweet! 3 JF03 " 116 Paste 4 5 6 7 8 JF04 JF05 JF06 JF07 JF08 " " " " " 31 35 46 47 59 Canned Soup Olive oil Sauce Ham Vegetable A little love goes a long way Without Campbell's French Onion Soup, it's just a hamburger. Great meals get STAR-TED with Star The Key to Asian Made Easy. Elevate the Back-to-School Sandwich Let the Guide by your guide. Figure of Speech Copy There's no need to be shy. Not when we've taken away the peeling and slicing, leaving only Rhyme, Assonance the delicious taste of real fruit. With SPLENDA No Calorie Sweetener you can forget all the added calories and carbohydrates of sugar, and still Question, Paronomasia enjoy the sweet side of life. Capture the romance of real Italian taste. Concentrated Amore pastes are convenient, fun to use, and all natural. Give us a squeeze and bring vibrant flavors, grown in Italy, to your Alliteration recipes. Figure of Speech General technique Repetition Figure of Speech Product name Rhyme, Personification Fruit Undressed / Chilling in your produce section Personification Del Monte General Technique Imagine life sweeter. Metaphor Splenda Metaphor Amote So many, many reasons it's so.. M'm! M'm! Repetition, Good! Onomatopoeia Hyperbole Assonance General technique Slogan you reach for the freshest ingredients… You favorite herbs. Spices. And STAR Olive Oil STAR Extra Virgin is freshpressed from sun-ripened olives within 24 hours of harvest. So you know you're headed for a great finish... right from the start. General Technique Hillshire Farm invites you to make a resolution to think outside the box - the lunch box, that is! We offer a savory variety of lean meats that pack up to 11 grams of protein preserving. And with no by-products or artificial flavors, your kids can discover a healthy love of lunch again. General Technique Campbells STAR K-A-M-E GO MEAT! Personification Hillshire Farm Dole 44 No. Code Issue Page Type of Product 9 JF09 " 64 10 JF10 " 116 Sausage 11 MR01 12 MR02 13 MR03 Mar " " 28 33 45 Bakery Cracker Sauce Seasoning Headline Figure of Speech Whole Grain muffins can taste like cardboard. Or Chocolate chunk. Your choice. Simile Recipes that work weekends Does the thought of buddy, golden baked cheese make you melt? If pasta could fantasize, this would be noodle nirvana. Great Mexican flavors, no travel required. Question Cheddar, Parmesan, Romano and Asiago. Four delicious cheeses baked right on top of a crunchy cracker. That'll do it. Metaphor Sure, all the fresh Italian cheese, crushed garlic, cracked black pepper and real cream is a bit decedent. We didn't skimp a bit with the all-natural ingredients. Which makes you think, if a noodle could use its noodle, Newman's Own Alfredo would Alliteration, have to be its fantasy? Question, Mataphor Hyperbole Mrs. Dash Fiesta Lime brings the flavor of Mexico right to your home. Our unique blend is a healthy, delicious way to liven up any dish. No salt. No MSG. Personification " 25 Frozen Food How can I make a 4-hour beef roast in 4 minutes? Question 15 MR05 " 5 Frozen Food Yep, it's getting a lot of attention. " 26 Frozen Food How can I make an easy dinner after a hard day? Question 17 MR07 " 35 Alcohol Drink They hooked up. And you're going to fall in love. Personification Frozen Food Our newest Bertolli Oven Bake Meals have Italian chef wishing we'd disappear. 96 General Technique Cook great roast without a great effort with HORMEL. Refrigerated Entrees. In the refrigerated meat case. Repetition General technique 16 MR06 " Figure of Speech Personification 14 MR04 18 MR08 Copy General technique Have a hot, hearty meal in a hurry with HORMEL COMPLEATS MICROWAVE Alliteration, Meals. Real Food, Real Fast. Repetition Wheat. With all the light beer drinkability you expect from Bud Light and a huge taste that you never saw coming. Always refreshing. Surprisingly flavorful. It's match made in beer heaven. General Technique Slogan Figure of Speech Product name So moist! So delicious. Parallelism, And so much more. Repeition Everyone could use a little home-style. Litotes Bob Evans Good is in the details Pepperidge Farm General technique Duncan Hines Newman's Own Salt-Free, Flavor-Full Alliteration Life better served. General technique Fresh taste unlocked by General technique steam! Life better served. Mrs. Dash Hormel Healthy Choice Café General technique Bud Light Golden Wheat Now there are more reasons to skip the Italian restaurant tonight. General technique Bertolli Oven Bake Meals 45 No. Code Issue Page Type of Product 19 MR09 " 92 Cheese 20 AP01 Apr 4 Drink 21 AP02 " 7 Seasoning 22 AP03 " 9 Bread 23 AP04 " 31 Cracker Headline What separates the great pastas from the good is not the pasta. Figure of Speech Copy For nearly 100 years, we've crafted the very best cheese. Why risk your dish with any Repetition, Alliteration other mozzarella? Milk the Moment Alliteration Dill Weed is most flavorful when it General technique blooms. Can 100% natural bread really taste delicious? Apparently so. Question Dip into Spring, naturally Assonance 24 AP05 " 33 Frozen Food Captivatingly delicious General technique 25 AP06 26 AP07 " " 43 67 Olive oil Vegetable Salads made better! Delicious ideas are in bloom. Assonance Metaphor 27 AP08 " 68 Bakery Easy as 1,2,3. Gone in 4,5,6. Parallelism 28 AP09 " 15 Butter LIAR! General technique 29 AP10 " 80 Ham Wake up even the early risers. Irony 30 AP11 " 87 Drink Simply orange taste as fresh as a juicy orange. We guarantee it. Repetition Figure of Speech Slogan The cheese is Hyperbole, Question everything So Why is ours the only dill with Question blossoms? Got milk? What the world tastes like? 100% Natural 100% Delicious Figure of Speech Hyperbole Question Kraft Cheese Drink Milk Campiegne Spice Island - Dill Weed Parallelism Nature's Pride Question Taste the return of Spring with a match that's deliciously compatible. The robust sesame flavor of Seamark crackers sets the perfect stage for Tribe's fresh, exotic, Mediterranean taste. It's all the natural, healthy way to snack, so go ahead, take a dip. Metaphor Seamark / Tribe Fresh taste unlocked by steam! General technique Pompeian makes every day better! Assonance The amazing avocado General technique Puff Pastry Sheets, Shells & Ready-to-Bake Turnovers. That's what they'll say when you tell them you baked it with "I can't Believer It's Not Butter!" sticks. Unlike butter, it's naturally cholesterol free and has 50% less saturated fat. And best of all "Its Bakes like Butter and Taste like Butter!" No one can resist our bacon. Naturally hardwood smoked for hours, it makes anyone a morning person. If you don't agree, we'll pay for a bag of oranges. That's the Simply Orange Orange Back Guarantee. Only from Simply Orange. Honestly Simple. Product name Healthy Choice Café Pompeian Olive Oil Avocados Mexico Alliteration Good is in the details General technique Pepperidge Farm Repetition The fresh taste of butter, the better way. Alliteration I can't believe it's butter Hyperbole It doesn't get better than this. General technique Repetition, Alliteration Oscar Mayer Simply Orange 46 No. Code Issue 31 AP12 " 32 MY01 May Page Type of Product 171 Cheese 9 Ice cream Headline Take the pheeling with you All we add is cold. 33 MY02 " 32 Cookie 34 MY03 35 MY04 " " 62 64 Coffee Ice cream Our oatmeal cookies have a soft spot for raisin. Between due dates and play dates. The smooth taste that makes any day better. Real fruit, naturally in every bite. Figure of Speech General technique General technique General technique 36 MY05 " 67 Sugar 37 MY06 " 83 Coffee Wake up to Folgers Black Silk. " 92 Ham Who needs bread? Question JU01 June 12 Mayonnaise If you knew more about our food, would we eat better? Question 40 JU02 " 15 Mayonnaise Why did we put 100% cage-free eggs in our mayonnaise? Question 41 JU03 " 22 Cheese Spread a little tongue wagging. General technique 42 JU04 " 35 Ice cream The Purest for the purist. Rhyme, Alliteration JU05 " JG01 Jul/Aug 107 Ham 5 Mayonnaise Looks like a case of cold cut envy. Give your Sandwich a Makeover. All the sweet taste you want and a gram of healthy fiber in every packet. General Technique General technique 39 43 44 They're also quite fond of toasty cinnamon and a touch of brown sugar. You will be too. General Technique Repetition, Alliteration Rhyme The great taste of SPLENDA with a gram of fiber? Sweet! Question 38 MY07 Copy Figure of Speech Anytime, anyplace with new Philly Minis four packs available in four delicious flavors. Repetition Alliteration Personification Our Dell Fresh meats are sliced, packed, and sealed at the peak of freshness. So they're great in a sandwich or just by themselves. At Hellmann's, we make our mayonnaise with real, simple ingredients like eggs, delicious vinegar and oils rich in omega 3. So it's definitely a step in the right direction. At Hellmann's, we believe in using quality ingredients. And now, we're using 100% cagefree eggs in our mayonnaise. Make your pasta more primo when you stir in 1/2 cup of Philly. You'll long for our Deli Fresh meats. They're sliced, packed, and sealed at the peak of freshness for a taste worthy of your affection. Slogan Figure of Speech Product name Philadelphia Cheese Just five all natural ingredient. Simply perfect. Litotes Hiagen-Dazs Good is in the details General technique Pepperidge Farm Uncommonly Smooth. General technique Seattle's Best Coffee Dreyer's Fruit Bar Imagine life sweeter. Bold flavor, exceptionally smooth. Metaphor Splenda Sugar Folgers Black Silk Coffee General technique General Technique It doesn't get better than this. General technique Deli Fresh Ham General Technique It's time for real taste. General technique Hellmann's General Technique It's time for real taste. General technique Hellmann's Light Alliteration Spread a little Philly. Just five all natural ingredient. Simply perfect. General technique Philly Cheese Litotes Hiagen-Dazs General Technique It doesn't get better than this. General technique Deli Fresh Ham Kraft Mayo 47 No. Code Issue Page Type of Product 45 JG02 " 22 Frozen Food Headline Figure of Speech Sometimes investing in Italian Shortterm proposition. General technique 46 JG03 " 29 Ice cream Keeping goodness honest. Rhyme 47 JG04 " 33 Fruit The best of the best. Repetition, Hyperbole 48 JG05 " 34 snack The time you discovered a little surprise. Litotes 49 JG06 " 37 Frozen Food Where good living meets good eating. Repetition, Rhyme 50 JG07 " 41 Salad dressing 51 JG08 " 47 Sugar 52 JG09 " 60 Sausage 53 JG10 " 83 Vegetable 54 JG11 " 89 Cheese 55 JG12 " 95 Seasoning Flavors that get your lettuce dancing on the salad bar. You can use SPLENDA No Calories Sweetener in more ways than you every imagined. SWEET! The family dinner isn't history. It's heating up. Hold on to your spatulas, things are about to get zesty. Our newest selection is natural, delicious and has reduced sodium. So much lively flavor, there's no room for salt. Personification Paronomasia Alliteration Copy Figure of Speech Like finding a crumpled dollar bill in your pocket, getting an impromptu postcard from an old friend, or discovering that your favorite Tostitos. Tostitos Chips are naturally made with whole grain corn and no one ever knew the difference. But that's a little surprise you can keep all to Parallelism yourself. Slogan Create an Italian Masterpiece. Just five all natural ingredient. Simply perfect. Figure of Speech Product name General technique Buitoni Litotes Hiagen-Dazs Grapes From California Good times guaranteed. Alliteration Great-tasting Italian you can feel great about eating. One taste of any of our twenty delicious flavors and your taste buds will be doing the tango too. That's what happens when you make salad dressings with topnotch, no-nonsense, all-natural ingredients like extra virgin olive oil, cracked black pepper and real Parmesan cheese. Now you've go your salad grooving. Personification Tostitos Bertolli Newman's Own Imagine life sweeter. Metaphor It doesn't get better than this. General technique General technique Splenda Sugar Oscar Mayer Selects Vlasic General technique Our Family's Passion is Cheese. General technique Sargento General technique Salt-Free, Flavor-Full Mrs. Dash Alliteration 48 No. Code Issue Page Type of Product 56 JG13 " 142 Tea 57 JG14 " 175 Ham 58 SP01 Sep 59 SP02 " 11 37 Sauce Ice cream 60 SP03 " 39 Chocolate 61 SP04 " 40 Snack 62 63 SP05 SP06 " " 45 51 Cornflakes snack 64 SP07 " 64 Sausage 65 SP08 " 68 Beans Headline Figure of Speech Strawberry, like you've never had it before. Hyperbole Experience the Unexpected. If you find anything else inside our bag, it's called your hand. As much protein as an egg, now found in a bowl. hellojell-o Alliteration General technique General technique Rhyme 66 SP09 " 75 Cracker 67 SP10 " 87 Beans A delightful new guest at the table. Personification 68 SP11 " 93 Frozen Food Too good to be frozen SP12 70 OC01 " Oct 152 Ice cream 9 Sauce Figure of Speech When life gives you lemons, just toss'em in your pitcher. Metaphor Smithfield. The ham that made ham Repetition, Hyperbole famous. Turns the Goldstein residence into the Goldstein Ristorante Repetition Family connected. No wifi needed They'll love every bite. You'll love every compliment. Your second wind has arrived… boy does it taste good. 69 Copy hellojell-o Veggies your kid won't want to share. Even with his best friend. Metaphor Slogan Figure of Speech Product name Drink in the bright side. Always made with the freshest leaves for a taste that's uniquely Lipton. General technique Lipton Iced Tea Smithfield Italy is served Luscious strawberries in rich and creamy strawberry and vanilla ice creams. General technique General Technique Excellence A Touch of Sea Salt from the Master Chocolatiers at Lindt. Made with the finest rich dark chocolate and hand harvested Fleur de Sel sea salt crystals. Experience surprising bursts of savory flavor from this unexpected chocolate delight. Hyperbole Just potatoes, all-natural oil & a dash of salt. Litotes so jiggly, so wiggly, so fun. Rhyme Made the dinner table a real chat room Metaphor Starbuck Ice Cream Master Swiss Chocolateier Since 1845 Happiness is simple 7 whole grains on a mission General technique Lindt Assonance Lay's Personification Kashi Jell-o It doesn't get better than this. General technique Repetition Ellipsis Bertolli Oscar Mayer - Angus Bush's Grilling Beans Ritz Crackerfuls. Snack on real food. General Technique Hyperbole Rhyme So lusciously tempting. You'll be positively giddy, Rhyme General technique With all natural Ragu, your kids get more than a full serving of veggies tucked into a sauce they'll actually love to eat. What a surprise. General Technique Rits. Open for fun. If it's GOYA it has to be good. Better ingredient, Better you. General technique Ritz, Crackerfuls General technique Repetition, Parallelism GOYA, chick peas Contessa Jell-o Feed our kids well General technique Ragu 49 No. Code Issue Page Type of Product Headline Figure of Speech 71 OC02 " 25 Snack 72 OC03 " 32 Pasta A handful of your heart's desire Alliteration Some people are struck speechless by Italian Art. Maybe that's because their mouths are full. Irony 73 OC04 74 OC05 " " 35 60 Bread Paste Where your wants meet your shoulds Not all hummus is all natural 75 OC06 " 77 Frozen Food 76 OC07 " 99 Bread 77 OC08 " 124 Cheese 78 OC09 " 140 Coffee 79 OC10 " 147 Bread Copy Want a snack that loves you back? Reach for heart-smart, nutrient-rich California Almonds. Just a handful a day can nourish your heart by helping you maintain healthy cholesterol levels. Figure of Speech It's not whether you win or lose, but whether there's enough to go Repetition around. Taste for yourself. A lot of Hype OR A lot of Flavor Repetition Almost making it to the table for Litotes over 50 years. 80 OC11 " 158 Cheese 81 OC12 " 162 Ice cream 82 NO01 Nov 14 Mayonnaise Careful. This cheese is loaded. Hyperbole Less Sugar makes morning pretty Alliteration Sweet. Not all love notes are written. Some are made. General technique 83 NO02 " 33 Alcohol Drink America's Most Loved Chardonnay Hyperbole 84 NO03 " 39 Chocolate 85 NO04 " 52 Sugar Do not deny your dark side. The first all-natural low-calorie stevia leaf extract and sugar sweetener. The simple answer is HORMEL. Refrigerated Entrees. They take just minutes but taste like they took hours. In the refrigerated meat case. General Technique General technique Buitoni Healthful, another bread perfected from Oroweat General technique Question All Natural. Is yours? Oroweat Tribe Origin Life better served. General technique Hormel Bread perfected General technique Oroweat Repetition Kraft Singles Nescafe Aloha in every bite. A potent combination of tasty American cheese and a blast of real Jalapenos. Can you handle it? Your favorites will be gone in seconds. Metaphor Question Alliteration Hyperbole Product name California Almonds The Italian art of food Make everyone's day on game day. Get the party started with this favorite recipe of The Neelys. Figure of Speech Question, Personification, Rhyme Alliteration Repetition How do I make comfort food when I'm not comfortable cooking? Question, Allteration Don’t' talk with your month full. But it's perfectly OK to smile. Irony Slogan Hyperbole King's Hawaiian Kraft Deli Deluxe Ice cream shoppe, Pop Tarts It's time for real sandwiches From the best land comes the best wine. General technique Repetition / Hyperbole Perfectly DARK General technique Kendall-Jackson Dark Cholocate Reese's All natural sweetener General technique Sun Crystals Best Food 50 No. Code Issue Page Type of Product 86 NO05 " 71 Chocolate 87 NO06 " 77 Frozen Food 88 NO07 " 81 Sausage 89 NO08 90 NO09 " " 91 92 Frozen Food Seasoning 91 NO10 " 107 Sugar 92 NO11 " 108 Cookie 93 NO12 " 109 Cookie 94 NO13 " 136 Turkey Headline Figure of Speech It's how we put it together that sets it apart. Antithesis Birds eye presents 3 new creations that make meals come alive. General technique Our perfectly seasoned sausage is a magnet for other ingredients. Metaphor My only preservative is your freezer? Gourmet meals. No reservation required. Copy Lindt Excellence 70%. Created from a secret blend of cocoa beans. Refined for smoothness. Shaped thin to highlight its complex flavor and aromas. Crafted with passion by the Master Chocolatiers arr Lindt. It's dark chocolate at its most perfect. Figure of Speech General Technique Slogan Figure of Speech Master Swiss Chocolateier Since 1845 General technique The dinnertime possibilities are endless. General technique Product name Lindt Birds Eye - Lightly Sauced GO MEAT! Personification Hillshire Farm Question, Metaphor With Newman's Own frozen pizza, enjoy all-natural toppings, real mozzarella and extra-crispy crust in just 10 minutes. And because they're made without shortcuts or compromises, we General Technique can Let the food speak for itself. Personification Newman's Own Alliteration Now Morton has a full selection of Sea Salts from the sparkling waters of the Mediterranean Sea. Discover their flavor in cooking, baking, roasting, and finishing. Take your meals from 'good' to 'gourmet'. Rhyme, alliteration Made by Nature… Packaged by Morton. Parallelism Morton Truvia natural sweetener is born from the stevia leaf with great taste, zero calories and no guilt. Your morning coffee ritual suddenly feels good again. General Technique Honestly sweet. Assonance Truvia Good food, good life. Rhyme, Assonance Nestle Good food, good life. Rhyme, Assonance Nestle How many times have you poured a spoonful of regret into your latte? Try some honest sweetness instead. Question, rhyme Who would you bake some love for? Question The ultimate indulgence, inside and Hyperbole out… The one turkey that can feed a million people. Hyperbole Try toll house ultimate filled cookies, with a rich chocolate of gooey caramel center. General Technique Shady Brook Farms. 51 No. Code 95 NO14 96 NO15 Issue " " Page Type of Product 145 Sausage 154 Sausage Headline Egg Burrito to sausage and egg burrito in 1.5 seconds Scrambled Meet Crumbled. Figure of Speech Jimmy Dean Rhyme A heartier breakfast is quicker and easier with Jimmy Dean fully cooked sausage crumbles. Rhyme Shine On General technique Jimmy Dean It's the most alluring medley of veggies ever. With a blend of cheeses, all on a crispy thin crust. Now in your goscer's freezer, but not for long. General Technique Creativity on a crust. Alliteration California Pizza Kitchen Fresh uncooked tortillas, heat & serve in 60 seconds General Technique Tortilla Land Yes. And make a memorable mess, too. King Arthur Flour 98 NO17 " 165 Frozen Food "Fresh" without the "…" 99 NO18 " 169 Bakery 100 DE01 Dec 3 Coffee Can a cookie tell a story? Question Oh Christmas blend, Oh Christmas blend, To have at home or Repetition anywhere you go. 101 DE02 " 19 Coffee 102 DE03 " 31 Nut Chocolate 104 DE05 " 39 Creamer 105 DE06 " 59 Sugar 106 DE07 107 DE08 " " 79 Creamer 100 Bread Elevating chocolate. And you. Ellipsis 110 Calories of bagel-iciousness. Alliteration Share in the taste of the season with Starbucks. Alliteration That's joy to the world and to you coffee mug. Parallelism General technique Question, Repetition Starbucks Christmas Blend Caribou Coffee Fisher Pecan Master Swiss Chocolateier Since 1845 Personification Add your warmth flavor… Ellipsis How many times has your sweet tooth gone out and celebrated without your permission? Try some Question, Personification, Rhyme honest sweetness instead. It's no ordinary cream liqueur. Product name General technique 157 Frozen Food 33 Figure of Speech Shine On " " Slogan Rhyme 97 NO16 103 DE04 Figure of Speech Repetition Limited Edition Fire Roast Veggies, your mouth may water enough to start a garden. Metaphor Joy to your own little world Thinking of adding a twist to your Holiday recipes? Think Fisher. Copy A heartier breakfast is quicker and easier with Jimmy Dean fully cooked sausage crumbles. New Sugar & Spice Flavor. It's everything nice about the holidays. Alliteration, Rhyme Good food, good life. Honestly sweet. General technique Lindt Rhyme, Assonance Nestle, Coffee-mate Assonance Truvia Hyperbole The smoothest cream liqueur in the World. Hyperbole Tres Leches General technique Thomas Bagel Thins bagels are full of the soft, bagel taste you crave, in a delicious light texture. Try them in Plain, 100% Whole Wheat, and Everything. You might even say they're just General Technique what you've been looking for. Thomas Bagel Thins 52 No. Code Issue 108 DE09 " Page Type of Product 103 Chocolate 109 DE10 " 107 Frozen Food 110 DE11 " 123 Beans 111 DE12 112 DE13 " " 125 Ham 127 Sauce 113 DE14 " 147 Milk 114 DE15 " 155 Coffee 115 DE16 " 165 Fruit 116 DE17 " 211 Soda Headline Pot of Gold, makes celebrations sweeter. BBQ Chicken Pizza, So taggy, so saucy, better stock up on napkins. The soup is a stage. The beans are the star. The most worthwhile things are crafted by hand. A dip for every day. Figure of Speech Copy Figure of Speech Figure of Speech General technique Rhyme Metaphor, Personification General technique General technique Get messy with some downhome BBQ on a crispy thin crust. Another restaurantinspired creation from CPK. In your grocer's freezer. The Honey Baked Ham you personally select this holiday will be unlike any other. That's because each Ham is individually handcrafted by a Master Glazer. For quality you can taste. At a price that fits your holidays budget. General Technique The soda nature would drink if nature drank soda. Creativity on a crust. If it's Goya it has to be good. Alliteration California Pizza Kitchen General technique Goya Black Beans Amazing every day General technique The Honeybaked Ham Marzetti Veggie Dip Good food, good life. Rhyme, Assonance Nestle, Carnation Good food, good life. Rhyme, Assonance Nestle, Nescafe' Grapes From California Sierrra Mist Natural Soda General Technique Rhyme, Alliteration Simile Product name Hershey's Change ordinary mashed potatoes Repetition, into… Mmmm… Mashed Potatoes. Onomatopoeia Taste for yourself. Big bucks or Big Flavor. Repetition We have a history of healthy. "I'd rather be shaped like a straw than a bunny." Slogan Repetition APPENDIX B FOOD PRODUCT ADVERTISEMENT FROM JAN TO DEC 2010 January/ February Issue JF01 JF02 JF03 JF04 54 JF05 JF06 JF07 JF08 55 JF09 JF10 56 March Issue MR01 MR02 MR03 MR05 57 MR04 MR06 58 MR07 MR 09 MR08 59 April Issue AP01 AP02 AP03 AP04 60 AP05 AP06 AP07 AP08 61 AP09 AP11 AP10 AP12 62 May Issue MA01 MA02 MA03 MA04 63 MA05 MA07 MA06 64 June Issue JU01 JU02 JU03 JU04 65 JU05 66 July/August Issue JG01 JG02 JG03 JG04 67 JG05 JG06 JG07 JG08 68 JG09 JG10 JG11 JG12 69 JG13 JG14 70 September Issue SP01 SP02 SP03 SP04 71 SP05 SP06 SP07 SP08 72 SP09 SP10 SP11 SP12 73 October Issue OC01 OC02 OC03 OC04 74 OC05 OC07 OC06 75 OC08 OC09 OC10 OC11 76 OC12 77 November Issue NO01 NO02 NO03 NO04 78 NO05 NO06 NO07 NO08 79 NO09 NO10 NO11 NO12 80 NO13 NO14 NO15 NO16 81 NO17 NO18 82 December Issue DE01 DE02 DE03 DE04 83 DE05 DE06 DE07 DE08 84 DE09 DE10 DE11 DE12 85 DE13 DE14 DE15 DE16 86 DE17