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SUMMARY
In this study, we have attempted to show how metaphor as communicative devices function in advertising, using the relevance-theoritic approach to inferential communication. We have discovered in the process that metaphor function as persuasive devices and creativity stimulants. Copywriters in an attempt to elicit positive responses from advert readers structure the metaphors in the best communicative way. No wonder, William Weibacher believes that successful advertising depends upon great skill, insight and hard work on the part of advertising practitioners. As such, practitioners must continuously search for excellence and effectiveness.
