探讨广告语言设计中的修辞方式

探讨广告语言设计中的修辞方式Analysisofnecessity,advertisinglanguagedesignoftheintegratedapplicationofvariousrhetoric除了产品本身独特的卖点(UniqueSellingProposi-tion)之外，巧妙的广告语言无疑是吸引潜在顾客的最有效手段，因为在很多场合，潜在顾客首先是通过接触广告而了解产品的。巧妙的语言在很多情况下是通过修辞来体现的，广告语言中恰当地运用修辞就显得必不可少了。在实践中，谐音、夸张、对仗、双关等等在广告宣传中的应用比比皆是。多种修辞手法的综合运用比单一地使用某种修辞又显得技高一筹，更能从美国广告学家科利(R·Colley)所划分的商业广告传播四个阶段——认知(Awareness)、理解(comprehension)、信服(Con-viction)和行动(Action)，即：ACCA，来打动潜在顾客。科利对广告传播阶段的划分比传统的AIDA(Atten—tion—Interest—Desire—Action)原则更能体现从广告受众(潜在顾客)的角度来感知和理解广告的价值，突出广告的功能与作用。如果多种修辞手法的综合运用在上述四个阶段分别起到很好的作用，就能使广告给潜在顾客留下非常深刻的印象。Inadditiontotheproductitselfuniquesellingpoints(UniqueSellingProposi-tion),cleveradvertisinglanguageisundoubtedlythemosteffectivemeanstoattractpotentialcustomers,becauseinmanyoccasions,potentialcustomerfirstistheunderstandingoftheproductthroughcontactwithadvertising.Cleverlanguageisembodiedbytherhetoricinmanycases,theproperuseofrhetoricinadvertisinglanguageisindispensable.Inpractice,homophonicpun,hyperbole,antithesis,etc.usedinadvertising,meettheeyeeverywhere.Comprehensiveuseofvariousrhetoricaldevicesthansingleuseofsomekindofrhetoricisbetter,morefromtheUnitedStatesofAmericaadvertisingexpertsKeli(R·Colley)dividedbythecommercialadvertisementfourstages--cognitive(Awareness),(comprehension),convincingunderstanding(Con-viction)andaction(Action),namely:ACCA,toimpresspotentialcustomers.ColliontheadvertisingtransmissionstagesthantraditionalAIDA(Atten-tion-Interest-Desire-Action)principlecanreflectfromtheaudience(potentialcustomers)perspectivetoperceiveandunderstandthevalueofadvertising,theroleandfunctionofadjectivetodescribethewonderfullife.Theadthroughtherepeatedbeauty")brand,usingrhyme(expectationsof"process"and"students'life,letpeoplereadGetWord).InadditiontotheBeautyCompany"theoriginallifecanbemorebeautiful"isthecleveruseof"beautiful"homophonicpunmakesitsbecomemakeknowntoeveryfamilyofadvertisinglanguage.(二)理解(ComprehensiON)：潜在顾客需要了解产品能为他做什么或有什么好处(two)understanding(ComprehensiON):apotentialcustomerneedstounderstandtheproductcandoforhimwhatorwhatbenefits一般情况下，梨苗一个人不会购买对自己没有用的东西，有的广告语就很独特地暗示潜在顾客产品的功能或特点。如“一拍即合，共享欢乐”(数码相机)，广告语在四字对仗中暗示产品(相机)的功能是拍下精美的照片，留下美好记忆，共同享受欢乐。Undernormalcircumstances,apersonwillnotbuyforthemselvessomethinguseless,someadvertisinglanguageisveryuniqueimpliespotentialcustomerproductfeaturesorcharacteristics.Suchas"fitineasilywith,sharethejoy"(digitalcamera),advertisinglanguageinthefourwordantithesisthatproduct(camera)functionistotakepictures,leaveagoodmemory,thecommonenjoymentofjoy.(三)信服(Convictjon)：使潜在顾客产生心理倾向，信赖产品(three)(Convictjon):toconvincepotentialcustomerspsychologicaltendency,trustproducts美加净护手霜套用歌曲名称巧妙地使用仿拟双关：“放我的真心在你的手心”，寓意一目了然；而六神花露水既在名称上采用了道教所谓的心、肺、肝、肾、脾、胆六脏之神的“六神”，又在广告词的选择上采用了传统、上口的四字格与仿‘变体”形成独特的双关，这样就有了别具一格的“六神有主”，塑料土工格栅将传统成语“六神无主’’演变得恰到好处。还有的广告将双关、谐音与四字格相结合，如：“美食美刻”(饼干广告语)和“美食美客”(餐馆广告语)，都与“每时每刻’谐音。与之类似的还有“食(时)尚生活”(金色池塘自助餐厅广告)等等，无不让潜在顾客受到鼓舞，对所宣传的产品产生好感，并在心里萌发要购买的愿望。Maxamhandcreamapplythesongnamethecleveruseofparodypun:"putmyheartinthepalmofyourhand",meaningthestickoutamile;andLiushenFloridawaterbothinnametheTaoistso-calledheart,lung,liver,kidney,spleen,gallbladdersixdirtyGod"Liushen",butalsointheadvertisementwordchoicebytradition,Kamiguchi'sfourwordlatticesandimitation'variant"formauniquepun,therehaveastyleofone'sown"sixoftheLORDGod,"thetraditionalidiom"bepuzzled''evolutionmustbejustperfect.Thereareadswillpun,homonymtogether,andfourwordssuchas:"foodbeautifulmoment"(biscuitadvertisements)and"foodbeautifulguest"(restaurantadvertisement),with"allthetime'.Similarand"food(when)thelife"(goldenpondrestaurantadvertising)andsoon,allmakepotentialcustomersareencouraged,producegoodopiniontotheadvertisedproduct,andgerminationtopurchasedesireintheheart.(四)行动(Action)：潜在顾客根据自己的需要，在广告的鼓动下采取购买行为(four)action(Action):potentialcustomersaccordingtotheirownneeds,inadvertisementsencouragingthepurchasebehavior这是广告设计者期望达到的目标和获得的最终效果。一旦某种产品或品牌在广告宣传中突出了自己独特、鲜明的个性，就能令人印象深刻，在众多竞争者中脱颖而出，使潜在顾客采取行动，购买产品。如年轻人吃饭可能喜欢去“食尚生活”(金色池塘自主餐厅)，情侣或好友之间会比较喜欢用“想知道“清(亲)嘴”的味道吗?”来调节气氛，而男士在购买服装时很可能祓‘煮酒论英雄，才子赢天下”所打动，从而采取购买行动。总的来说，一个广告无论在哪一阶段给潜在顾客留下深刻印象，该广告都是成功的。从另一个方面来说，根据产品的不同，一则广告应当有所侧重，突出自己的卖点(usP)，以求赢得市场。Thisistheadvertisementdesignerdesiredgoalsandgetthefinalresult.Onceaproductorbrandintheadvertisingtohighlighttheunique,distinctivepersonality,canbeimpressive,talentshowingitselfinthenumberofcompetitors,potentialcustomerstotakeaction,tobuytheproduct.Astheyoungpeopleeatmayliketo"fashionlife"(goldenpondcafeteria),betweenloversandfriendswouldbemorelike"wanttoknow"Qing(pro)mouth"taste?"toregulatetheatmosphere,andmeninbuyingclothingmaycleanse'onhero,onlysontowintheworld"themove,totakeaction.Ingeneral,anadvertisementatanystagetopotentialcustomersimpressed,theadvertisementissuccessful.Ontheotherhand,accordingtothedifferentproducts,anadvertisementshouldemphasize,tohighlighttheirownsellingpoints(usP),inordertowinthemarket.三、商业广告中多种修辞综合应用的翻译处理技巧和实例分析Analysisofthetranslationtechniquesandexamplesofvariousrhetoriccomprehensiveapplicationofthree,inthecommercialadvertisement在已有的广告翻译研究中，广告语中修辞的运用受到很多研究者的关注。李萱、马彩梅(2005)在其《国内广告翻译一览》中提到，有研究者认为成功的广告是融合了美学、语言学和心理学的艺术精品。在跨文化交际中，当广告的字面意义与美感发生矛盾时，译者应舍弃形、意，再现美感，以强化其感