浅析广告英语中的修辞Analysis to the Rhetoric inAdvertising English [5]
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:43439
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
the bottle. In this advert, it does not use drink directly but the word “bottle” to replace it.
1.4. Synecdoche
Synecdoche is a figure of speech by which a part is put for the whole, the whole for the part, the species for the genus, the genus for the species, or the name of the material for the thing made (Tang Ying, Qu Jing, 2004). This kind of rhetoric is common occurrence in advertising English. Synecdoche can be used to embroider atmosphere and emphasize mood. For example:
⑴ The World of Music:
The World of Art:
The World of Theater:
The World of Sight:
This is a piece of advertisement about traveling cities. In the four noun phrase, the headword “world” used to be synecdoche has repeated four times. World indicates universe, everything is included. However, “world” in the advertisement means category of human activity, obviously part is put for whole. That is synecdoche in English.
⑵ Innovative minds get their edge from us.
This is an employment advertisement, of which the abstract word "minds" being used to express a concrete meaning: "a person of great mental ability".
2. Hyperbole
Hyperbole is a figure of speech that deliberatey uses exaggeration in order to give emphasis.generally speaking, things modified by hyperbole cannot be understood by literal(Feng Cuihuan,1983). Designers often use hyperbole in advertisements to strenthing the merit of the products. For instance :
⑴ Winston—The Great American Cigarette.(Wang Yanxi, 2004)
Here, cigarette is modified by “great”, which is obvious to show that hyperbole is used in the advertisement. Although there is a bit exaggerated, people’s eyes will be attracted by the advertisement once they see the word “great” and maybe would like to have a try.
⑵ We have hidden a garden full of vegetables where you’d never expect in a pie. (Advertisement of food)
Can a small pie hide a garden full of vegetables? It’s certainly impossible. That is hyperbole, whose purpose is to tell people: in the small pie, there are all kinds of vegetables, and they are delicious and nutritious.
3. Pun
Pun is the humorous use of a word, or of words which are formed or sounded alike but have different meanings, in such a way as to play on two or more of the possible applications(Tang Ying, Qu Jing, 2004). As a means of rhetoric, pun is commonly used in advertisements, which exists in sound, vocabulary, grammar and the other lingual aspects. In advertisements, designers like using pun to make advertisement more humorous, vivid, and implicit and give people much more room to aftertaste and imagine.
3.1. Homophonic puns
Homophonic puns are composed of words with the same spelling, the same or similar pronunciation. Designers are delight to use homophonic puns in advertisements, because this kind of pun can make advertisements hold the style of humor, nifty, farcicality, which can strengthen persuasion and infection of the advertisement, and then people will get a deep impression.
⑴ More sun and air for your son and heir. (Advertisement of a bathing place)
In the advertisement, “sun” and “son” “air” and “heir” are two groups of puns. Because of the puns, the advertisement is not only nice to read but also sweet to listen. It’s very beautiful.
(2) Trust us. Over 5000 ears of experience. (Audiphone’s advertisement)
The literal meaning of the advertisements is that the product has gone through many consumers’ tests. But, between the lines, a pair homophonic word ears-years ca
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