英语论文网

Rolex is anthropomorphized and doesn’t need to rest, which alludes the watch with sufficient power and keeping good time. That is different from the other watches. Personification used in the advertisement hit the point of its superiority—quality of Rolex can be trusted. In people’s eyes, quality is the first reason for them to buy the watch. ⑵ Why your skin drinks it down so quickly? (OLAY)（Wang Yanxi, 2004） “Skin” is personified in the advertisement, which drinks OLAY quickly. Because of personification on “skin”, the charm of OLAY displays incisively and vividly. ⑶ Hi, I’m rusty Jones. I’m the one new car option you can buy that will actually appreciate in value. I’ll stay with you, winter and summer, day and night. No vocations, not even a coffee break…saving your car from rust. And a rust – free car is always worth more.” （Sun Xiaoli,1995） This is an advertisement of rust inhibitor of Matex Company U.S.A. This advertisement, call the rust inhibitor Rusty Jones, make consumer produce cordial sense to read, dispel consumer vigilance of this product, thus win the confidence and approval of people, and thus find a good market for the products. 5. Parody Parody is a piece of writing intending to amuse by imitating the style of writing used by anybody else．There is not only imitation but also change in parody. In order to portray the product image well, designers often use the famous phrase nimbly, including proverb, maxim, literary reference, fable, and idiom and so on. Sometimes they will change a famous phrase and make the human ring the upper opening which would be advantageous for the memory. ⑴ Wearing is believing. (Underwear’s advertisement)（Wang Yanxi, 2004） The sentence comes from an English idiom: Seeing is believing. Because the idiom is familiar with everybody, the piece of advertisement also can be remembered easily. ⑵ Skill and Patience will succeed where force fails. Necessity is the mother of Invention. (Aesop’s Fables)（Wang Yanxi, 2004） It can be viewed as an imitation of “Failure is the mother of success” ⑶ To smoke or not to smoke，that is a question. The sentence structure of the advertisement is derived from a famous phrase：”To be or not to be? That is the question”, which is made by William Shakespeare. Just like the hero Hamlet who must make a choice between life and death in Shakespeare’s famous tragedy reading: Hamlet, customers must take the same choice between automobile performance and the economical aspect. But the advertiser can provide customers the car which is both having an excellent automobile performance and saving money for customers. 6. Irony Irony is a figure of speech that achieves emphasis by saying the opposite of what is meant. It is self-contradictory, but it is also rational when carving and polishing (Tang Ying, Qu Jing, 2004). An obvious true fact recounted with the irony, also lets people know absurdness and clearly distinguishes the truth from the irony comprehension. At last they can achieves the irony true goal. In the advertisement, irony is a significant rhetoric device and they can give people great impression. For example: ⑴ The more hot water you use, the more money it saves! (Water Heater)（Wang Yanxi, 2004） This is the heading of a Water Heater advertisement. On the surface of the advertisement, it is a paradox: why the more hot water is used and the more money will be saved? This kind of strange parlance arouses people’s astonishment, which will sti