THE USE OF FIGURES-OF-SPEECH IN PRINT AD HEADLINES

A content analysis of 2183 print ads with a headline was conducted to investigate the frequency with which figures of speech and figure cate gories are used in ad headlines and the extent to which selected execu tional 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 f orty-one figures of speech, organized by functional similarity, is pro vided along with a review of relevant research literature. Results rev ealed that selected figures of speech, including alliteration, assonan ce and puns are widely used, whereas others are not. Various execution al factors were found to be related to figure use. Implications of the results for the practice of advertising are provided and research dir ections outlined.