A Pragmatic Study of Persuasive Analogies in English Ads

Analogy is a figure of speech used in different fields including advertising. Metaphor and simile are the figurative devices for creating analogy. Unlike metaphor simile, analogy has not received enough attention from researchers. There limited number studies on as an independent literary phenomenon rarely studied persuasive tool Accordingly, main aim this study to highlight successful applications advertisements demonstrate its effect directing audience purchase products being advertised. Also, it aimed at revealing pragmatic strategies appeals contribute making The findings have been: 1) effective which plays significant role field advertising raise audience’s interest respectively essence persuasion; 2) use images (visual metaphor) noticeably greater than verbal devices; 3) with regard acts, directive representative been most frequently; 4) advertisers relied mainly upon advertisements, while little similes made; 5) pathos appeal employed purpose persuasion.