Metaphors: Rhetorical Devices In English Literature

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Metaphors, a rhetorical device in the English literature are frequently used in advertising as a way to enhance the perceived value of a product and often times help to create a particular brand image. For example “Axe’s campaign focuses on the main idea of a man aggressively pursued by a multitude of young, attractive women.” This theme has been coined as “The Axe effect” and has become the main slogan for all the products. The impression that this slogan implies is that once the man applies the product, he is appeal of any attractive women he passes. Therefore mirroring the fourth law stated by Richardson, “in practice women are defined in terms of their sexual desirability to men; and men are defined in terms of their sexual prowess over

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