This document discusses various literary and rhetorical devices used in advertising language and communication. It defines alliteration as the repetition of initial consonant sounds in words. It also discusses repetition, parallelism, assonance, onomatopoeia, climax, metaphor, irony, and rhyme - all techniques used to attract attention and emphasize key ideas in persuasive communications. These devices can make advertising language more memorable and impactful.

1. LANGUAGE OF
ADVERTISING
Lingua inglese per la comunicazione economica
Prof.sa A. Napolitano
Francesca Faraone matr. N° 403/000062

2. Alliteration, a literary device mainly used by poets, is the succession of
three or more words, beginning with the same consonant.
You'll never put a better bit of butter
on your knife.

4. HEERLIJK
HELDER
HEINEKEN

5. Repetition of the same word or phrase at the beginning of
successive clauses or verses.

7. Everybody doesn't like something, but
A rhetorical term for the juxtaposition of contrasting ideas in balanced
phrases or clauses

8. Identity or similarity in sound between internal vowels in neighboring
words

9. The use of words that imitate the sounds associated with the objects or
actions they refer to.

10. Several parts of a sentence or several
sentences are expressed similarly to show
that the ideas in the parts or sentences are
equal in importance.

11. A figure of speech in which two things are explicitly compared,
usually in a phrase introduced by "like" or "as."

13. In rhetoric, mounting by degrees through words or sentences of
increasing weight and in parallel construction, with an emphasis on the high point
or culmination of a series of events or of an experience.

15. A figure of speech in which an implied comparison is made between two
unlike things that actually have something in common.

16. The use of words to convey the opposite of their literal meaning. A statement
or situation where the meaning is contradicted by the appearance or
presentation of the idea.

18. Identity or close similarity of sound between accented syllables.