1. "The ultimate driving machine." BMW
Hyperbole is being used to present BMW ahead of all its competitors. The reference to the car as a “driving machine” also appeal to the German engineering quality.
"When you got it, flaunt it."
Braniff Airlines
Colloquial language used to reflect the “swagger” that flying Braniff will give you. Appeals to streetwise sense of an aspirational lifestyle.
"The antidote for civilization."
Club Med
"When it absolutely, positively has to be there overnight."
Federal Express
Modal commands reflect companies trust and dependency.
"No FT, no comment."
Financial Times
Parallel phrasing. Blunt, abrupt, business-like.
"Finger lickin' good."
Kentucky Fried Chicken
Sensory imagery/Vernacular of southern United States/AAVE. The use of apostrophe works to create an onomatopoeic sound of consumer “smacking” their lips in satisfaction.
"Because I'm worth it."
Loreal
Direct, assertive statement. Personal pronoun to heighten sense of customer’s ego.
"You'll wonder where the yellow went when you brush your teeth with Pepsodent."
Pepsodent
Parallel phrasing. Rhyme, Humour. Contraction= informal. Personal pronouns.
"All the news that's fit to print."
NY Times
“All” the news reflects the newspaper’s lack of bias/impartiality. Also assonance used to reflect concise style of print, as well as claim that they only include “real” news and leave tabloid sensationalism aside.
"Let your fingers do the walking."
Yellow Pages
Personification used to ease customer’s mind as the directory will do the hard navigation work for them.