The Use of Figures of Speech in Print Ad Headlines

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Abstract
A content analysis of 2183 print ads with a headline was conducted to investigate the frequency with which figures of speech and figure categories are used in ad headlines and the extent to which selected executional factors relate to their use. A figure of speech entails the use of words in a manner that is varied from common use. Delineation of forty-one figures of speech, organized by functional similarity, is provided along with a review of relevant research literature. Results revealed that selected figures of speech, including alliteration, assonance and puns are widely used, whereas others are not. Various executional factors were found to be related to figure use. Implications of the results for the practice of advertising are provided and research directions outlined.