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词汇衔接也可经词语间的分类关系体现,这是因为有些词类在语义上有类属联系。人们可以利用这种语义关系使一些词语相互替代或共同出现,其中的一种是“上下义关系”。术语上下义关系是近年才产生的,一些小型字典中还查不到。但是,“意义内包关系”这个概念并不新鲜,例如,desk (书桌)意内包在furniture(家具)意中,rose (玫瑰)意内包在flower(花)意中。换句话说,上下义关系是一种类和成员间的关系。位于这种意义关系上位的词语,即类名叫做上坐标词(superordinate);居于下位的是成员,叫做下义词(hyponym),一个上坐标词通常有很多下义词,[3](P168)上下义关系的使用在广告英语中也比较常见。这种“内包”关系衔接上下文,增强内部凝聚力,帮助读者理解。例如:

Every time you stay at the Regent of Auckland in themonths of July, August, and September your name will gointo the draw to win the exclusive use for one year of theultimate driving machine, the BMW 7301 Your chance todrive a dream made in Germany.———Regent International Hotel

在这则广告中,有三组词存在着上下义关系:

everytime—month—year ;month—July—August—September ;“BMW7301”—driving machine.　　

(四)使用代词

代词是代替名词以及起名词作用的短语、分句和句子的词。英语代词使用得很广泛,汉语代词用得较英语少些。广告英语中使用代词,一方面使广告词避免连续使用相同的词或句而显得累赘,便于读者抓住主要信息,另一方面可以形成自然的前后衔接。例如:

At KaySpan, we started out delivering clean, depend-able energy to our customers. Before we knew it, we be-came involved in the communities we serve. As environ-mental concerns grew, so did our dedication to providingsolutions to them. Today, we're continuing to find innova-tive ways to meet the challenge of the next millennium.Sound like a lot? To the people of KeySpan, it all in a day's work.[1](P266)

这是一则号召人们保护环境的广告。其中使用的代词依次有it, so, them, it. It1指代前一句话,so代替从句中的动词grow, them代替从句中的environmental con-cerns, it2指代前面第一句至第四句。这些代词很好地将全文串接起来,前后呼应,浑然一体。　

　(五)使用联结词

使用联结词是英语中常见的衔接手法,对于广告英语而言,同样如此。我国语言学家王力早就对具有语篇意义的连接词作了界定,他说:“词和词可以联结,句和句也可以联结;有些虚词居于词和词的中间或句语句的中间,担任联结的任务。这种虚词我们叫做联结词。”联结词既包含句子语法中的连词这个词类,如常用的and, but, when等,也包括具有连接意义的由副词或介词短语体现的状语,如later, consequently, in the meantime等。下列广告中的联结词(黑体)起到了很好的衔接作用,使广告词逻辑严谨,条理清晰。

Wind power. Wave power. Solar power. Tidal power.Whist their use will increase they are unlikely to beused to provide large amounts of economical electricity.Generally, the cost of harnessing their power is huge.However, there is a more practical, reliable and eco-nomical way of ensuring electricity for the future.And that is through nuclear energy.It's not a new idea, of course. We've been using nu-clear electricity for the last 30 years.In fact, it now accounts for around 20% of Britain'selectricity production. And it's one of the cheapest and sa-fest ways to produce electricity we know for the future.What’more, world supplies of uranium are estimatedto last for hundreds of years, which will give us more thanenough time to develop alternatives if we need to.So, while some people might not care about theirchildren’s future.We do.

这是一则关于核能源的广告,使用了大量的联结词,帮助传达了这样的信息:一些常用的能源不能满足未来之需,只有通过开发核能源才能解决这个问题,并且核能是一种既经济又安全的能源。　　

三、平行结构(parallelism)

平行,是用结构相同或相似,语气一致的词语或句段,以表达相关的内容[4](P104)。广告英语中采用了大量平行的修辞手法,一方面,使句式匀称,层次清楚,节奏感强,提高了表达效果,另一方面,每部分都在重复相同或相似的结构和语气,上下文的过渡不言而喻,自然流畅。例如:

2004 NeonA lot more to loveWhen your friends are quite tall yet there’s room forthem all,That’s amore.When your foot hits the gas and you’re off in a flash,That’s amore.When a car makes you drool just like pasta fazool,That’s a more.[1](P228)这是一则Neon汽车广告。前两句描述了该款汽车的空间及性能上的优点,后一句以生动的手法夸张地体现了Neon的魅力,激起了读者的强烈欲望。这三句话在结构上,都采用了“when…”开头和以“That’s amore”结尾,行文流畅,富于韵律,过渡自然。下面一则广告同样也运用了平行的修辞手法。

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