修辞在广告中的运用英文

1、 可修改 欢送下载 精品 Word 可修改 欢送下载 精品 Word 可修改 欢送下载 精品 Word HYPERLINK E:674453份docx4xxxx E:674453份docx4xxxxUse of Rhetoric in English Advertisement【Abstract】Advertisement is a popular cultural phenomenon in peoples daily life. It not only provides the information about products and stimulates the purchasing

2、 power, but also enriches peoples ideological life.Rhetoric is one kind of important expressive device in language. It refers to interpreting abstract and complex ideas or processes through simple and concrete methods. Since rhetoric is full of imagination, it can promote the transmission and commun

3、ication of emotions and ideas.Rhetoric exists in writings with various styles, especially, in advertisements. Rhetoric plays a very important role in English advertisement, acting as a key element for the success of an advertisement. The thesis, based on the respective studies of the definition of a

4、dvertisement and rhetoric, makes a careful analysis of the use of main rhetorical devices in English advertisement, including simile, metaphor, pun, personification, parallelism and rhyme, targeting at promoting the further development of advertisement.【Key Words】English advertisements; rhetoric; fu

5、nction【摘要(zhiyo)】广告是人们日常生活中最常见的一种(y zhn)文化现象，不仅提供产品信息，刺激购置(guzh)力，而且丰富人们(rn men)的精神生活。修辞是一种重要的语言表达手段，是用简单具体且充满想象的方法将抽象(chuxing)复杂的思想或进程阐释出来，能够促进情感的传递和思想的表达。修辞存在于各种文体之中，尤其在英语广告中起着极为重要的作用， 是影响英语广告成败的关键。 论文从分析广告及修辞的定义和功能出发，认真研究了主要修辞手段在英语广告中的作用，包括明喻、暗喻、双关、拟人、平行和押韵等修辞手段，旨在推进广告的进一步开展和提高。【关键词】英语广告; 修辞; 功能

6、Introduction Nowadays, concerning with advertisement, different people have different opinions. For most of the people, the distinct feature of advertisement is that advertisement is a combination of content and style. That is to say, a good advertisement not only has attraction in content, but also

7、 has charm in style. Obviously, the determinative factor of a good or a bad advertisement is whether the use of rhetoric is appropriate or not. It can be found that the use of rhetoric plays a very important role in advertisement. Without the use of rhetoric, absolutely, there is no good advertiseme

8、nt. Therefore, it is necessary to make an analysis and study on this subject.The whole thesis is concerned about the use of rhetoric in English advertisement, and the thesis is divided into three parts. The first part talks about the definition and function of advertisement. The second part illustra

9、tes the definition and function of rhetoric. The third part makes a carefully study on the use of main rhetorical devices in English advertisement, such as, simile, metaphor, pun, personification, parallelism and rhyme.I. AdvertisementAs for advertisement and products, some people believe the succes

10、sful selling of products cannot be separated from advertisement. Advertisement keeps people informative about the price and function of products; whats more, advertisement can help to improve products brand awareness and its reputation.A. The Definition of Advertisement“Advertisement is the nonperso

11、nal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. Advertisement has taken many different kinds of forms from ancient times. At the beginning, advertisement evolved to take a variety o

12、f forms and to permeate nearly every aspect of the society. Advertisement devices include many kinds, such as, banners at sporting events, billboards, and Internet Web sites, logos on clothing, magazines, newspapers, radio spots, and television commercials. The people are overwhelmed by a lot of adv

13、ertisements. It is said that the individuals can expect to be exposed to more than 1,200 different advertisement messages each day. Therefore, advertisements are popular in peoples daily life.B. The Function of AdvertisementEnglish advertisements can encourage competition, guide consumption, promote

14、 sales, and transmit information. For instance, advertisement tells a consumer the information about a specific product, brand or service and helps him or her to understand and evaluate the information. Moreover, by making people aware of products, services and ideas, advertisement promotes sales an

15、d profits. Advertisement is one of the major forces that can help improve the standard of living. The people, no matter in urban or rural areas, are overwhelmed by a lot of advertisements. Advertisement makes peoples environments more colorful and vigorous. Meanwhile, it can also enrich peoples cult

16、ural life and transmit information which contributes to social and cultural prosperity.II. RhetoricRhetoric can be found in any forms of writingpoetry, prose, drama, fictional and non-fictional writing, advertisement. The understanding about the definition and function of rhetoric is helpful for the

17、 use of rhetorical devices.A. The Definition of Rhetoric Aristotle was one of the most famous thinkers and orators in Greek. In his famous book, Rhetoric, rhetoric was defined as “the art of persuasion. (Tang Yin, P1, 2004) Whereas, John Locke, the noted English philosopher of the latter part of the

18、 17th century, said that “rhetoric was the science of oratory, the art of speaking with elegance, and force. (Tang Yin, P1, 2004)In present day, the meaning of rhetoric has been extended. Rhetoric assumes the following characteristics, that is, the elaborated and exaggerated language, the art of usi

19、ng language effectively and persuasively, the skills of using language effectively, the structure of verbal communication.B. The Function of RhetoricRhetorical devices are variations of literal or ordinary forms of expressions. Their function is to make the thought more striking and effective. A fre

20、sh and suitable rhetorical device appeals to the imagination, creates mental pictures and makes the speech or writing vivid, impressive and interesting. Rhetorical devices can make language more vivid by using the simple words to express complex meanings. By the use of rhetoric, even abstract ideas

21、can become concrete. Rhetoric can make the modified subjects more prominent, distinctive, and specific. By the use of rhetoric, the language can give people more space to imagine. Whereas, without the use of rhetoric, the language is boring and there is no vigor in the language.III. An Analysis of R

22、hetoric in English AdvertisementSeveral kinds of rhetorical devices are frequently used in advertisement, and it is necessary to study them one by one by giving definitions and making illustrations. All of the examples studied below are constrained within English advertisements.A. Simile“Simile is a

23、 way of comparing one thing with another of explaining what one thing is like by showing how it is similar to another thing and it signals itself in a text, with the words as or like. A simile is made up of four parts: “the tenor, “the vehicle, “the comparing word and “the ground. “The tenor is the

24、subject of simile. “The vehicle is the thing compared to or the part transported. “The comparing word is the simile marker such as, “like, as, than, as if, similar to. “The ground is the common properties owned by “the tenor and “the vehicle.For example: Breakfast without orange juice is like a day

25、without sunshine. This is an advertisement for “orange juice. It can be found that, in this advertisement, “orange juice is “the tenor and “sunshine is “the vehicle. The word “like signals that the advertisement makes use of the rhetoric devicesimile. Thus by using simile, the advertisement makes th

26、e products characteristic more vivid and lively. If the “orange juice really has such an effect, the customers are eager to drink this kind of juice at breakfast. Precisely, this advertisement is a good example in simile craftsmanship. It can not be imagined what the world will be look like without

27、sunshine. The importance of “orange juice is no less than “sunshine. Since the significance of this kind of “orange juice is so great, nobody would refuse to drink it. Thus this advertisement touches the customers heart and greatly promotes the sale of this kind of “orange juice.B. Metaphor “A metap

28、hor, like a simile, also has a comparison between two unlike elements, but unlike a simile, this comparison is implied rather than stated. In metaphor, one thing is directly compared to another thing, without like or as. Thus the relationship between them is implied in other words is unstated. There

29、fore, the use of metaphor makes the language more vivid and also makes the product it advertising more attractive. Metaphor is a kind of rhetoric devices which is favored by most advertisement composers. The following is a good example: Youd better off under umbrella. This is an advertisement for a

30、travel insurance agency. In this advertisement, “umbrella refers to the travel insurance agency. In the advertisement, “the vehicle is not stated. In fact, “the vehicle is the staff of the “Umbrella agency. No matter it is raining or shining, if the customers carry an umbrella with them, the umbrell

31、a will be very useful to them, for it protects them from being influenced by the bad weather. In most peoples minds, the word “umbrella is always linked with safety and protection. While the customers are traveling, there are some unpredictable factors existing during their journey. Just imagine tha

32、t no matter what happens, there are always someone waiting for customers, listening to customers and comforting customers. They are not anyone else and they are the staff of “Umbrella. By using metaphor, the companys image is more vivid. The advertisement would leave a deep impression on the custome

33、rs.C. PersonificationPersonification is one of the most frequently used rhetoric devices in English advertisement, for it can greatly shorten the distance between the advertisement composer and customers, creating a kind of harmonious atmosphere between them. Undoubtedly, advertisement composers wil

34、l employ the rhetoric device in the English advertisement. For example: She has her own spirit and it graces everyone she comes near. This is a piece of advertisement for “perfume. It can be found that this kind of perfume is personified in the advertisement. In the advertisement, “she not only refe

35、rs to those who favor this kind of perfume but also refers to the perfume itself. By giving life to the product, it can effectively shorten the distance between the advertisement composer and the customers, making the customers feel more cordial. Absolutely, the advertisement will make the customers

36、 willing to buy the perfume. The use of personification endows the advertisement with such magic power. D. Parallelism “In parallel construction it is necessary to balance word for word (noun with noun, verb with verb, adjective with adjective, etc) phrase with phrase, clause with clause, sentence w

37、ith sentence. Parallelism will not be neglected by advertisement composers. It is reported that parallelism is one of the most frequently used of all English rhetorical device.For example: For dreamers its paradise. For romantics its true bliss. For $199 a night its absolutely irresistible. To learn

38、 more about the principality of Monaco call 800-its-9696. This is an advertisement for a travel agencyMonaco; the three sentences talk about three different kinds of fields. In the advertisement, the advertisement composer revealed his advertisement by three parallel sentences, each of which contain

39、s a simple sentence with the similar structure. Monacos charm is greatly enhanced by the unity and balance of these parallel structures. By using parallelism, the advertisement composer can add clarity and coherence to the advertisement. Parallelism helps the advertisement composer better communicat

40、e with the customers.E. Rhyme “Rhyme is identity of sounds between words or verse lines extending back from the end to the last fully accented vowel not further. People often associate rhyme with poetry. Actually, rhyme also occurs in advertisements.For example: Hi-Fi, Hi-Fun, Hi-Fashion, only from

41、Sony.This is an advertisement for Sonys products. In this advertisement, the repeated sounds of “Hi not only give the customers a deep impression and make it memorable, but also emphasize the quality of the product at the same time. In this advertisement, alliteration is used effectively. By using rhyme, Sonys products win customers hearts in a short