浅析广告英语中的修辞Analysis to the Rhetoric inAdvertising English [4]
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:43483
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
ment of clothing)(Sun Xiaoli,1995)
In the advertisement above, two similes are used, which embody vividly the softness and comfort of the clothes.After reading the advert,consumers will associate with such kind of comfortable feeling after wearing that brand of clothing, and nobody can resist the temptation.
⑵ It gives my hair super shine, super body, and leaves it smelling fresh as a meadow. (Hair lotion advertisement)
This hair lotion advertisement uses rhetoric tactics of simile, and this advertisement displays the result of this lotion image very concrete, which makes people produce abundant association and desire of purchase.
⑶ Like a good Neighbor, State Farm is there. (State Farm insurance agent)(Wang Yanxi, 2004)
Here, advertiser takes State Farm as a good neighbor, driving by which readers will arouse cordial senses after reading the advertisement and produce the desire to buy insurance, just as their neighbors help them and consider them sincerely.
1.2. Metaphors
Metaphor is another linguistic process used to make comparisons between the attributes of one thing and something else (Tang Ying, Qu Jing, 2004). There is a formal difference between simile and metaphor, in which the words “like” and “as” do not appear. For example:
⑴ The most sensational place to wear satin on your lips. (Lipstick)
In this piece of advertisement, satin alludes to lipstick. That is to say, this kind of lipstick rouged on one’s lips where is full of enthusiasm, it seems wearing the luminant and silky satin. The euphemistic and implicit description makes consumers full of imagination and expectation.
⑵ Something within you is Dior. (Christian Dior).(Cui Gang,1992)
This is the advertisement of perfume “poison” brought for the international brand CD of cosmetic series. On the propagandism of “poison”, the smart use of metaphor is manifested thoroughly. Is fascination existing inherence and emanating spontaneous or poison subsisting in heart and spreading voluntary? Two weeks later after the perfume coming to the world, one bottle of perfume is sold per fifty seconds and the action has broken world’s record. Certainly, this piece of advertisement gives its contribution in selling the products.
⑶One great gift, A million ways to enjoy it together. (Carnival Group advertisement)
This is an advertisement of "Carnival". Liken “Carnival" into "gift" in the advertisement is to signify that this product can bring the joyful sense to somebody. It makes people produce the good morale, actually “Carnival " was the amusement park, such an advertisement made people happy, thus solicits more visitors.
1.3. Metonymy
Metonymy is a figure of speech that has to do with the substitution of the name of one thing for that of another. This substituted name may be an attribute of that other thing or be closely associated with it. In other words, it involves a “change of name,” the substituted name suggesting the thing meant(Feng Cuihuan,1983). This kind of figure of speech obtains an unexpected impression for customers. For example:
⑴ Wash the big city right out of your hair. (Shampoo)(Wang Yanxi, 2004)
In the advertisement of shampoo, actually “the big city” substitutes “the dirt of the big city”. The real meaning of the advertisement is: using such kind of shampoo everyday, the dust brought from city can be scoured off.
⑵ He is too fond of the bottle. (DRINKINGS)(Wang Yanxi, 2004)
The word “bottle” in the advert above represents the drinking in
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