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entences , 6 of which are made upof two words , 2 of which are made up of four words and another 2 of which are made up of three words re2spectively. From these figures we can draw a conclusion that the st ructure of this advertisement is well - ar2ranged and quite balanced !3. Simple words. Of all the 150 words in this advertisement , one word has 5 syllables , one has 4 sylla2bles , 8 have three syllables , and the rest have one or two syllables. And except the two technical terms ”Osteoporosis”and ” calcium”, the rest are everyday colloquial English words. This advertisement is so easyto understand with such a simple st ructure , such short sentences and everyday words that it presses it selfmost close to it s readers and leaves them a deep , indelible impression.4. Figure of speech.In this advertisement , quite a few rhetorical devices are used :1) Ell ipsesOf all the 25 sentences , nine are elliptical ones. Such as ” one out of two”, ” f rom greens , etc , .
Thepurposes of using elliptical sentences are : a) to save space ; b) to make expressions more forceful , st riking ,at t racting and concise ; c) to avoid unnecessary , senseless repetitions so as to make sentences well - knit .2) MetonymyMetonymy is a figure of a speech that has to do with the substitution of the name of one thing for thatof another . This substituted name may be an at t ribute ofwww.51lunwen.org that other thing or be closely associated with it .And the substituted name suggest s the thing meant . In this advertisement , the advertiser uses themetonymy : ” The N ational Osteoporosis Foundation recommends a diet rich in calcium from broccol i ,salmon , milk and Tums. ” I f we know what calcium means , we can also make out what Tums refers to. Inthe following content of the advertisement , by using a metaphor , it tells it s readers what ” Tums”is : ”Tums is calcium. ” So metonymy is a very useful and effective rhetorical device which compresses much intoa single word and enables readers to associate ” Tums”with calcium.3) Rhetorical repetitionCareless , unintentional repetition will weaken the effectiveness of a statement , for it focuses readers’at tention on words rather than on ideas. But deliberate repetition can be a most effective means to achieveboth clarity and emphasis. For example :Democrat s cannot say no to social progress ; Republicans cannot say no to military spending. The resultis a t ripled national debt and high interest rates.In this advertisement , the advertiser also uses repetition :” Your bones are calcium. Your bones need calcium.”” Of all the wonderful sources of calcium , noneis richer , none is purer , none is easier and none is more human - being - useful than Tums.”4) Cl imaxClimax is , as a figure of speech , derived f rom the Greek word for ” ladder”, and implies the progres2sion of thought at a uniform or almost uniform rate of significance or intensity , like the steps of a ladder as2cending evenly. Climax is widely employed by speakers and writers in persuasive speech , writing and adver2tisement s. It is ext remely effective in stirring up feelings and emotions , or in driving home a point . For ex2ample :” Some books are to be tasted , others to be swallowed , and some few to be chewed and digested.””Reading makes a full man ; conference a ready man , and writing an exact man.( Essays : Of Studies - - - Francis Bacon)In the advertisement we can see how the advertiser adopt s climax to stir up