VietTESOL International Convention 2026

Abstract: This study investigates the use of stylistic devices in English advertisements for Samsung’s electronic products to identify common stylistic patterns and their persuasive functions. The research is theoretically grounded in Galperin’s (1977) stylistic framework and Leech’s (1969) theory of foregrounding. A qualitative approach supported by descriptive quantitative analysis was employed to examine sixty-five advertisements published by Samsung between 2010 and 2025. The findings reveal that stylistic devices are widely employed in Samsung’s advertising discourse. Lexical devices, especially metaphor and hyperbole, occur most frequently, followed by syntactic devices such as repetition and rhetorical questions, while phonetic devices appear less often. These stylistic features mainly function as foregrounding strategies that increase textual salience, emphasize product qualities, and strengthen persuasive effects. Overall, the study highlights the important role of stylistic devices in attracting consumer attention and enhancing communication effectiveness in contemporary advertising. The study also demonstrates the value of stylistic analysis in understanding modern advertising language and consumer-oriented communication strategies.
Keyword: stylistic devices; advertisements; electronic products; persuasive language