浅析广告英语中的修辞Analysis to the Rhetoric inAdvertising English [3]
论文作者:佚名论文属性:短文 essay登出时间:2009-04-10编辑:刘宝玲点击率:43356
论文字数:26000论文编号:org200904101311101377语种:中文 Chinese地区:中国价格:免费论文
关键词:Advertising Englishrhetoricphonationvocabularysyntax广告英语修辞音韵词义结构
one side it can arouse people’s interest easily. On the other side, it also can avoid arrhythmic belonged to Snack Bar. It is so-called kill two birds with one stone.
⑵ Pepsi-Cola hits the spot,
Twelve full ounces, that’s a lot,
Twice as much for a nickel, too,
Pepsi-Cola is the drink for you.(Wang Yanxi, 2004)
The advertisement of Pepsi-Cola is composed as a verse according to a folk song, and its English name calls Pepsi-Cola Jingle. Because this advertisement rises and falls rhythmically, the sentence is attractive and neat, the word is graceful. “Spot” and second lines “lot” are the similar sound, the third line " too (tu :) “and “you(ju :)” are the similar sound. Form the a,a,b,b of poem form.
2. Onomatopoeia
Onomatopoeia means making words used in the adverts simulate specific sound of animal or human(Feng Cuihuan, 1983). The function of onomatopoeia could not be neglected. Because onomatopoeias simulate sound of things, they can manifest the features on sound of the productions vividly, and more, they can add innervation of advertisement. Onomatopoeias are commonly used in some productions advertisements with special sound, such as beer, watch, can opener, and the other machines. People often get deep impression by onomatopoeias in advertisement. For example:
⑴ Deck the halls
With plop plop plop, fizz, fizz.
Fallalalalalala….. Ahhh! (Advertisement of Alkaseltzer)(Wang Yanxi,2004)
The advertisement is recomposed by a famous Christmas carol, whose outstanding sound shows a chirrupy scene that people enjoy themselves on Christmas Day: the sound of decorating room, opening bottle cap (plop plop plop), foaming by beer and all kinds of drink(fizz fizz), and people’s singing(Fallalalalalala….. Ahhh). All of these are taken up by taking Alkaseltzer and escaping tummy. The magical use of onomatopoeias in the advertisement makes people seemed to be personally on the scene.
⑵ Just pour it in, brush, let it stand ten minutes, then flush. (LAUNDRY DETERGENT)
This is one sort of laundry detergent advertisement. Advertiser applies the word “brush” to describe the sound of cleaning the toilet and “flush” to depict the sound of washing the toilet. This laundry detergent advert use photographic sound effect to promote their laundry detergent product to customers successfully.
B. Vocabulary Rhetoric
1. Figure of Speech
Figure of speech applied in the advertisement English often employs concrete and authentic things to designate another abstract thing, which customers are not familiar with. Figure of speech can make the language more vivid and visual, express similar relation between two different kinds of things, and embroider concrete and visual character of language; all of these can reinforce the language’s aesthetic feeling, and then evoke consumer’s mental association to products. The application of figure of speech can make the products more lifelike and acceptable. Figure of speech is one of extensive basic rhetoric methods in the advertising English, which can be divide into four sorts: simile、metaphor、 metonymy and synecdoche.
1.1. Similes
A simile is a figure of speech which makes a comparison between two unlike elements having at least one quality or characteristic in common,and it explicitly signals itself in an advertisement, with the words as or like.(Feng Cuihuan,1983)The simile helps to create the clear image, much easier for readers to accept. For example:
⑴Light as a breeze, soft as a cloud.(The advertise
本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。