Abstract:
Stylistics is an integral part of the meaning of the message being conveyed through advertisements that
help in the better understanding of these commercials. Keeping this in mind, this thesis aimed to present a
stylistic analysis of advertisements, specifically by separating verbal and non-verbal content from adverts aired
on television. Stylistics is a branch of linguistic that studies the usage of different elements of linguistics and
emotions in a communication message. Advertisement is a form of communication that is used for the
persuasion purposes. The application of linguistic and stylistic pattern in order to find out the stylistic
characteristics generally used in advertisements will help readers better comprehend the embedded meaning in
content of advertisements and how different texts in advertisements affect consumers. By analyzing stylistics,
we can better interpret the hidden meaning and the effectiveness of these advertisements. A detailed literature
review has been done introducing advertising, its history and language, stylistics and its levels and content
analysis of advertisements from the stylistic aspects. In this study, eight television advertisements belonging to
the category of Food and Drinks were analyzed on the basis of four stylistic devices which are literary devices,
rhetorical devices, sound techniques and non-verbal communication. By using stylistics, the use of
capitalization, shape of text, puns and morphology used and repetition of emphasis in an advertisement was
analyzed.
