• ISSN: 2010-3646
    • Abbreviated Title: Int. J. Social. Scienc. Humanit.
    • Frequency: Bimonthly (2011-2014); Monthly (2015-2018); Quarterly (Since 2019)
    • DOI: 10.18178/IJSSH
    • Editor-in-Chief: Prof. Aurica Briscaru
    • Executive Editor: Mr. Ron C. Wu
    • Abstracting/ Indexing: Google Scholar, Index Copernicus, Crossref, Electronic Journals Library
    • E-mail: ijssh@ejournal.net
IJSSH 2015 Vol.5(11): 980-984 ISSN: 2010-3646
DOI: 10.7763/IJSSH.2015.V5.591

Rhetorical Devices in English Advertisement Texts in India: A Descriptive Study

Barnali Chetia
Abstract—Rhetorical devices serve as a tool to lend beauty, variety, vividness, force, andpower to the language. Rhetoric plays a very important role in English advertisement, acting as a key element for the success of an advertisement. Advertising as we know is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take/ refrain from taking some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer and it aims to persuade a target market to purchase or to consume that particular brand or product. The present paper attempts a study of the rhetorical devices like simile, metaphor and personification found in English language advertisements in India.

Index Terms—Advertisements, communication, language, persuasion, rhetorical devices.

Barnali Chetia is with the Heritage Institute of Technology, Kolkata, West Bengal, India (e-mail: bchetia03@gmail.com).


Cite: Barnali Chetia, " Rhetorical Devices in English Advertisement Texts in India: A Descriptive Study," International Journal of Social Science and Humanity vol. 5, no. 11, pp. 980-984, 2015.

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