英语广告语中的修辞市公开课金奖市赛课一等奖课件

1、 Rhetorical Devices In Advertising English第1页 Rhetorical devices are variations of literal or ordinary form of expressions. Their use is to make the thought more striking and effective(更显著、更有效), for they have the power to vivify and illustrate（赋予生命力）. Advertisers often use various rhetorical devices

2、 to increase the readability(可读性) and appeal（吸引力） of an advertisement and to arouse consumers interest of buying the product.第2页Simile & Metaphor 比喻 Accordingtothesimilarityoftwodifferentkindsofthings,oneisusedto describetheother,whichcanbetterdescribe orrender characteristicsofthings. 第3页Featherwat

3、er, light as a feather. （Featherwater牌眼镜广告）法泽瓦特眼镜轻如羽毛。 Similesareusedinadvertisementstovividly highlightthecharacteristicsoftheproduct, therebyto impressthecustomers.第4页Youd better off under the Umbrella. （旅游保险企业广告）你最好在保护伞下。 MetaphorisafiguretodirectlydescribeAasB,therelationshipbetweenthemandtheir

4、similaritiesareimplicit,soastoexplainthings morevividlyandmoreprofoundly.第5页Antithesis 对偶 Antithesis is a counter-proposition （相对命题）and denotes（表示） a direct contrast to the original proposition. 第6页1. The Winter Sports Car Hot When Its Cold. （赛车广告）在冬天赛车依然热卖。“hot”与“cold”这对反义词相映成趣，表明冬季赛车销售依然火爆。 2. Tid

5、es In. Dirts Out. （汰渍洗衣粉广告）洁净进来，肮脏出去。“in”和“out”两个反义语，形象地显示出汰渍洗衣粉去污力。第7页 In setting the opposite, an individual brings out a contrast in the meaning by an obvious contrast in the expression. This special pattern can attract peoples attention and easily keep it in mind.第8页Personification 拟人 Inanimate（

6、没有生命） objects or abstractions（抽象） are endowed with（被赋予） human qualities or are represented as possessing human form. 第9页It handles the road as easily as it handles Mother Nature.（福特Ford汽车广告）他能很轻松地对付道路。Unlike me, my Rolex never needs a rest. 和我不一样，我劳力士手表从不需要休息。第10页Thus, the product could have human e

7、motion, and looks amicable（友好） to consumers.It adds beauty and vividness to description.第11页Parallelism 排比 Parallelism means giving two or more parts of the sentences a similar form so as to give the whole a definite pattern.第12页M & Ms melt in your mouth, not in your hands. 只溶在口，不溶在手（玛氏巧克力以洁净方便闻名）。T

8、he CORDIA, shaped by the wind, born for the road. CORDIA汽车，流线型设计，天生适于道路行驶。第13页 Its a balance of two or more similar words, phrases, or clauses. The application of parallelism in sentence construction can sometimes improve writing style clearness and readability.第14页Alliteration 押头韵Alliteration is th

9、e repetition of the initial consonant cluster（辅音连缀） in stressed syllables（音节）.Alliteration is usually used to form a connection of similarity or a connection of contrast.第15页Hi-Fi, Hi-Fun, Hi-Fashion, only from Sony. 高保真，高乐趣，高时尚，只来自索尼。 Sea, sun, sand, seclusionand Spain! 大海、太阳、沙滩、幽静西班牙！Sweet, Smart

10、& Sassy! (美国Sunkiss 柑橘广告)味道甜美,外形可爱,香味浓烈。 Hi-fi = high fidelity 高保真Seclusion：与外界隔绝Sassy: 充满活力, 时髦第16页Have the effect of highlighting the characteristics of the product, deepening the impression of readers.To the readers, its a enjoyment of visual and music beauty.利用押头韵起到了重点突出、加深印象作用,给读者以视觉美和音乐美享受。第17

11、页Hyperbole 夸大 Hyperbole is a common figure of speech popular known as exaggeration or overstatement to achieve emphasis.第18页1. Take Toshiba, take the world. 拥有东芝，拥有世界2. Now Sony turns your living room, you car and your backpack into a concert hall. （索尼音响装置广告）索尼音响把你客厅、汽车和背包都变成音乐厅！第19页Its not the same as telling lies. With hyperbole, there is no i