ant picture in readers’ minds and manage to create a belief in the potential consumer: If I buy this product or if I choose this service, I will lead a better life. In addition, comparatives and superlatives occur to highlight the advantage of a certain product or service. For example:

Nothing comes closer to home. (Vegetable and Chicken Pasta Bake)

Think Lysol is the best disinfecting spray. (Disinfecting Spray)

The world’s coolest CDs aren’t made in New York, London or L.A. They are made in my apartment. (Philips CD Recorder)

The Compaq Armada family is lighter, with new rounded edges for easier packing. (Compaq)

…

2.2.3 Make pun and alliteration

Pun is an amusing use of a word or phrase that has two meanings which is called Polysemy or of words with the same sound but different meanings which is called Homonymy. Pun, the game of words, will leave a deep impression on readers by its readability, wit, and humor. However, to make a successful and impressive pun is not easy. Except for its own meaning, the word used as a pun is usually closely related to the characteristics of a certain product or the brand name of the product. Such coincidence doesn’t occur often. Here we present several classic pun- used advertisements. For example:

Give your hair a touch of spring.

Ask for more. (More is a famous brand of cigarette)

Give your business the sharp edge. (Sharp Corporation)

…

By using pun, advertisements will be easily remembered by the readers. In addition, filled with wit and humor, puns help the advertised product win favor from readers.

Alliteration is the use of words that begin with the same sound in order to make a special communicative effect. Usually they are pleasing to ears because of the clever choice of the word by the advertiser. In addition, the repetition of the beginning sound emphasizes the meaning the advertisement wants to express. The following are examples picked from the corpus.

…, everything you need for that big bargain basement special.

…,

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