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from Part III - Other Signs
Published online by Cambridge University Press: 29 February 2024
This chapter samples ads of three types: commercials, classified ads, and the so-called ‘small ads’. Ads can appeal to senses of good value, tradition and authenticity, novelty and popularity. To attract attention, they often employ rhetorical devices such as punning, parallelism, allusions to shared cultural knowledge, and unexpected juxtaposition for humorous effect.
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