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Rhyme (vần)

identify of sound between words extending from the end to the last fully accented vowel and not further, refers to sound not spelling (Ex: mean machine)

Rhythm (nhịp)

Aim is to be catchy and easy to remember. (Ex: Coke really rocks!)

Alliteration (điệp âm)

Successive words begin with the same consonant sound or letter (Ex: Performance. Prestige. Passion)

Higher frequency of low-frequent letters

Ex: Xerox

Intertextuality (trích dẫn câu nói nổi tiếng)

the relationship between texts, especially literary ones.

Neologism

new word (Ex: Wonderfuel)

Idiomatic construction (chế thành ngữ)

Ex: A bigger slice of the cake

Collocations

Often use deviated collocation (Ex: love at first touch)

Personification

Nhân hóa

Simile

comparison, often use words like, than, as, ...

Hyperbole

exaggeration, nói quá

Metaphor

hidden comparison, sự ẩn dụ

Metonymy

hoán dụ

Antithesis

phản đề (Ex: Talks inside. Shouts outside)

Pun

chơi chữ

Polysemy

Same pronunciation, spelling but different meaning

Homonymy

Same pronunciation, spelling and related meaning

Rhetorical question

Câu hỏi tu từ

Parallelism (Anaphora)

Repetition of the same word at the beginning of sentence (Ex: Explore the hills. Explore the rivers.)

Parallelism (Epiphora)

Repetition of the same word at the end of sentence (Ex: See new. Hear new. Feel new.)

Ellipsis (lược thành phần ko quan trọng)

the omission of part of a structure

incomplete sentence

Sentence without main verb.

Hyperbole

Ex: So sharp that it will cut through your board

Frequent use of Adj & Adv

Ex: new, big, great, clean, awesome, fresh,...

Long noun phrases (pre & post modifiers for descriptions)

Ex:

beautiful girl (pre)

the girl with a warm heart (post)

Neologisms

Ex: Wonderfuel, Cookability, Cointreauversial,...

Euphemisms

Ex: B.O: Body Odour (smelly person)

Pre-owned car (Used car)

Short sentences for impact

bold or large type for the "Headline" or "Slogan"

Ex: Work smarter, not harder.

Humour

verbal or visual

Glamorisation

making a product appear much more attractive, exciting, or desirable than it is in reality

Ex: Houses on a busy road -> convenient for transport

David Ogilvy --> news value, novelty, immediacy

Ex: ❌ We buy coffee

✅ We buy energy

Avoidance of negatives

emphasises the positive of a product

Ex: ❌ Small car

✅ Easy-to-park car

Simple and Colloquial language

Ex: It ain't half good

Simple vocabulary

Ex: UV sterilisation

Kills harmful germs

Reverse osmosis technology

Pure water

Present tense

Ex: Sun cream protects your skin all day

Familiar language

use of second-person pronouns

Ex: Your family's favorite choice.

Ambiguity

make a phrase memorable and re-readable. Syntactic/ Semantic

Ex: Coke refreshes you as no other can (Coca Cola)

→ semantic

I saw the man with a telescope. → syntactic

Weasel words

suggest a meaning without actually being specific. Open comparative/ Bogus superlative

Ex: Sale up to 80%

Brown's Boosts are better.

Brown's Boosts are the best.

Use of Imperatives

Ex: Buy Brown's Boosts Now!

Just do it!

Repetition (rhythm, rhyme, syntactic parallelism, alliteration)

- Rhythm: Drinka Pinta Milka Day

- Rhyme: Grace. Space. Pace. / Mean machine, the cleanest clean it's ever been.

- Syntactic parallelism: More power. More speed.

- Alliteration: Fast, Furious, Fantastic.

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