ANALYSIS OF SOME PRINTED ADVERTISEMENTS

Provided below are the examples of advertised products in printed form together with their linguistic analyses in terms of
lexical, syntactic and rhetorical features.
Sample
No.
1

Product/s
Gear
Lab
Hikers)

Lexical Features

(Faster

Mercedes-Benz

The advertisement used a

coined term like firetail to
refer to the characteristics of
the product.
This also used the first and
second personal pronouns
you as to you need to get
past the roughest parts of
any trail and we as in
when we navigated a rock
fieldThey are used to
denote intimate connection
between the readers and the
advertisers.
This emphasized the use of
adjectives in the declarative
and superlative degrees
such as lighter, stronger and
roughest.
It uses compound lexical
items
like
ankle-high,
underfoot and low-level.
It uses compound lexical

Syntactic Features

Rhetorical Features

Active voice was used in

the
construction
of
sentences to provide direct
and natural feeling in
conveying the message in
the advertisement.
Present tense was also used
to
indicate
universal
timeliness on the use of the
product.

Consonance was used in the

sentences as described in
lighter and stronger.

Minor sentences were also

The sentences used internal

Jockey Underwear

items like launchpad, allnew, breakthrough and

groundbreaking.
It also uses evaluative and
epitome
adjectives
to
provide clearer and better
advertising points such as
new, powerful, efficient,
large and intuitive.
It also uses the imperative
mood to provide direct order
and/or command on the use
of the product.

The advertisement used the

third personal pronoun they
to show and tell the
experiences of the product
users.
It also used the second
personal pronoun you to
provide
intimate
communication between the
readers and the advertisers.
It explained also the used of
negation such as havent,

used to indicate direct

communication of the
message.
The advertisement used the
present tense (to provide
universal timeliness of the
product).
Imperative sentence was
also used to exhort the
potential customers to use
the product.
Active voice was used in
the
construction
of
sentences to provide direct
and natural feeling in
conveying the message in
the advertisement.
Simple sentences were
used to make the message
more striking.
Present tense was used to
indicate
universal
timeliness of the product.
Active voice was used in
the
construction
of
sentences to provide direct
and natural feeling in
conveying the message in
the advertisement.

rhymes as to touchpad and

launchpad.

The advertisement used

metaphor between legends
and underwear.
It also provided comparison
between Patton and Jockey.

Tudor Watch

Loreal Shampoo

dont and neither to show

uniqueness and unparalled
qualities of the product.
The advertisement used
emotive
or
evaluative
adjectives to respond to the
taste or the quality that
consumers look for on a
particular product. These
include the following: far,
epic, frozen, untamed, bund,
understated,
modern,
mythical,
bygone
and
mechanical.
It also uses compound
words to emphasize the
uniqueness of the products
such as satin-smoot and
self-winding.
The product tagline uses the
second personal pronoun
your to indicate direct
communication
and
expression.
This uses scientific or
technical lexical terms such
as lactic AHA and haircare
in relationship to the
promoted product.

The advertisement used the

present tense (to provide
universal timeliness of the

product).
Imperative sentence was
also used to exhort the
potential customers to use
the product.
Active voice was used in
the
construction
of
sentences to provide direct
and natural feeling in
conveying the message in
the advertisement.

It used alliteration to
emphasize the content as to
satin smooth.
It also used pun to mean
either mans destination and
time.
Metaphor between time and
distance was also noted.

Minor sentences were used

to spare more print space
and take less time for
readers to finish reading. It
also
provides
special

Similarities of initial sound

were
also
stated
in
extraordinary and extreme.
Internal rhymes were also
established as to haircare

Pantene
Detox

Damage

It also includes the use of

inclusive words to mean
universality on the use of
the product such as every
day.
It also uses emotive
adjectives to indicate the
quality of the product which
include
the
following:
extraordinary, tested, deep,
shiny and silky.
It also used adverbs to
further describe the actions
such as extremely and
instantly.
It made use of negation or
negative
statements
to
emphasize the quality of the
product that are not found in
other
products.
These
negative statements include
the following: dont and
isnt.
This also used the second
personal pronoun you to
show direct communication
and expression.
Imperative mood was also
used as the product provides

advertising effects.

and hair.

Active voice was used in

the
construction
of
sentences to provide direct
and natural feeling in
conveying the message in
the advertisement.
The advertisement used the
present tense (to provide
universal timeliness of the
product).

Consonance could be found

in this section as to
repairingboosting,
and
long-lasting.
Pun was also used on the
term locks in Detos your
locks. This provides radical
explanation of the terms.

Olay Moisturizer

procedures on the use of the

products.
It also used the adverb of
time to provide the time
statement on the use of the
product such as daily and
weekly.
This also provided the use
of intensifying gerunds used
as adjectives which include
the following: detoxifying
and purifying.
Compound lexical items
were also used to denote the
characteristics
of
the
product such as vitaminrich, radiance-boosting, oilinfused, damage-repairing
and long-lasting.
Compound lexical items
were also used to denote the
characteristics
of
the
product such as broad-
spectrum,
skin-care,
paraben-free
and
sunprotection.
It also used scientific terms
in relation to the quality of
the products which include

Simple sentences were

used to make the message
more striking.
The advertisement used the
present tense (to provide
universal timeliness of the
product).
Active voice was used in
the
construction
of
sentences to provide direct

Alliteration was used as

indicated in summer skin
savers.
Pun was also used in
reference to savers that may
refer to being thrifty or the
act of being safe.
Consonance was also used
in being thrifty or the act of
being safe.

Simple (Products)

SolaSheer, UVA/UVB rays,

moisturizer and SPF.
It used the third personal
pronoun singular in order to
describe the characteristics
of the products.
It used negative statements
as in no dyes, no artificial
perfumes and no harsh
irritants to indicate the
characteristics that product
does not have.
It also used some scientific
terms to refer to the
scientific concern of the
product such as moisturizer
and SPF 15.
Some adjectives were also
used to positively describe
the product such as perfect,
purest, healthy, natural,
lightweight, hydrated and
protected.
Second personal pronoun
you was also used to
establish
connection
between the readers and the
product.
Compound lexical items

and natural feeling in

conveying the message in
the advertisement.

Consonance was also used

in youth and health.

The advertisement used the

present tense (to provide
universal timeliness of the
product).
It also used the imperative
mood to exhort potential
customers to act, buy or
consume the product.
Active voice was used in
the
construction
of
sentences to provide direct
and natural feeling in
conveying the message in
the advertisement.

Alliteration was used as in

sensitive skin.
Consonance was also used
as reflected in ingredients
irritants and hydrated
protected.
Internal rhymes were also
present as in hydratedprotected
and
lovinglooking.

Prevage by Elizabeth
Arden

10

Neutrogena Cosmetics

were also used to denote the

characteristics
of
the
product such as skin-loving.
Second personal pronoun
you was also used to
establish
connection
between the readers and the
product.
The time element was used
to indicate the universality
on the use of the product
such as now and daily.
It also used compound
words to indicate the
characteristic of the product
including anti-aging and
younger-looking.
This also used adjectives to
describe the quality of the
product such as intensive,
improved and preferred.
Statistics on the number of
surveyed and the number of
users of the product was
provided to determine the
preference of the users on
the use of the products.
The advertisement provided
time element on the use,

Minor sentences were used

to make the message
striking and may take less
time for readers to finish

reading.
Imperative mood was used
to direct and command the
target consumers on the use
of the product.

Repetition was used as

indicated in first for your
face and first for your
eyes.
Alliteration was also used in
texture and tone.
Personification was also
used as in younger-looking
skin.

Imperative mood was used

to exhort the potential users

Alliteration was utilized as

in new-nourishing, slip-silky

11

Laura Mercier

application and duration of

the product when applied.
It also used emotive
adjectives and adverbs to
describe the product such as
new, exclusive, clinically
and instantly.
It used also the contraction
of statement as in its in
order to facilitate easy
conveying of information in
informal manner.
Negative statement was
used to show the better
characteristic of the product
as in never wear the
wrong foundation again
It also used compound
words to better explain the
quality of the product as in
second-skin, long-wearing,
high-definition, cream-topowder and face-to-face.
This made use of the first
personal pronoun we to
indicate the use of the
product among the target
users and the advertisers
themselves.

to buy and/or consume the

product.
Active voice was used to
give direct and natural
feeling
during
the
conversation.

and texture-tone.

Minor sentences were used

to make the message
striking and may take less
time for readers to finish
reading.
The advertisement used the
present tense (to provide
universal timeliness of the
product).

Consonance was used as in

never-wear.
Alliteration was also used as
indicated in second-skin.

12

Time (Skin Product)

13

Loreal OleoTheraphy

The advertisement provided

the statements of the
experiences of the users on
the actual use of the

product.
It used the second personal
pronoun your to indicate
intimate communication and
expression between the
readers and the advertisers.
It provided the use of
compound
words
to
describe the product as to
fresh-pour age defying.
It also provided the lexical
features of the product as to
time and philosophy.
This also noted the use of
scientific term used in the
product and product-like as
in serum.
The advertisement provided
the experience of an expert
hairstylist on the use of the
product.
Compound words were used
to
describe
the
characteristics
of
the
product as to sulfate-free

The advertisement used the

present tense (to provide
universal timeliness of the

product).
Simple sentences were
used to provide direct and
striking impact.

Repetition was indicated as

to
amazing,
amazing,
amazing.
Personification was used as
in skin looked 730 days
younger.

Minor sentences were used

to make the statements
more striking and effective

to the target consumers.

Alliteration was used as in

sulfate-system, sulfates-salts
and silky-soft.
Internal rhyme was present
as
in
sensuous
and
luxurious.
Personification was used as
to 6 precious flowers

14

bareMinerals

and oil-infused.
Emotive adjectives are used
to explain the quality of the
product which include the
following:
silky,
soft,
sensuous, luxurious, new
and nourishing.
The advertisement also
provided the number of raw
materials used to form and
create the product.
This also used contraction
as in youre to easily convey
the message in informal and
direct manner.
This used adjectives to
emphasize the quality of the
product as to beautiful,
luminous,
creamy
and

clearer.
This also used compound
words as to skin-perfecting,
sheer-to-full,
healthierlooking and shade-matched
to
describe
the
characteristics
of
the
product.
Contraction was also used
to provide informal yet

create a nourishing oil

The advertisement used the

present tense (to provide
universal timeliness of the

product).
Simple sentences were
used to provide direct and
striking impact.

Contrast was used as in less

makeup - more coverage
and ends begins.
Alliteration was also present
as in silk-skin.
Consonance was utilized as
in clearer and healthier.

15

Neutrogena
Repair

Hair

intimate
and
direct
conversation as to cant and
its.
Second personal pronoun
you was used to show direct
conversation between the
readers and the advertiser.
Contraction was used to
provide
direct
communication as to dont.
It also used emotive
adjectives to describe the
product as to stronger, fast,
fortifying, brittle, healthy

and beautiful.
Time element on the
number of times of use of
the
product
and
the
frequency of used was also
identified.
The advertisement used
short and direct sentences to
make the statements direct
yet understandable.
*****

The advertisement used the

present tense (to provide
universal timeliness of the
product).
Simple sentences were
used to provide direct and
striking impact.
Interrogative sentence was
also used to provide
involvement of the target
consumers
on
the
conversation between the
readers and the advertisers.

Alliteration was used as in

dull-damaged-dont-do.
Internal rhymes was also
used as in mends-ends.