英语论文网

n is the natural choice.
(三)不断创造新词
广告商在为其商品做广告时,还采用合成法,不断创造新词,杜撰怪词,借以标新立异,吸引顾客,从而达到其推销产品的目的。以“ex”作前后缀的商品名称或商标名,据说是为了引起对excellent一词的联想,以暗示某产品的“质优”。如Kleenex(一种擦面纸),Ex-Lax(通便剂商标),Excedrin PM(头痛药商标)等。还有一些新词来自产品的商标名,使专有名词逐渐转变为普通名词。例如:Xerox(复印机),Xylonite(硝酸纤维素塑料)等。以super-作前缀构成的词,常具有夸张的含义。如superfly(非常奇妙的),superfine(特级的,最高档的)等。英语广告中出现的许多新词已被人们所接受,被收集到字典里,或应用于人们的日常生活中。
二、修辞手段多样化
广告英语内容丰富,修辞多样,语言精练,表达生动,自成一体。笔者在本文中只略谈广告英语中最常见的几种修辞格。
(一)运用“反复”(Repetition)修辞法
巧妙地使用“反复”可以表现强烈的情感和紧迫的呼吁,增加广告的渲染力和说服力,同时还可以加强其节奏感和广告词的美感。例如:
7•I spent two minutes, two whole minutes, two whole minutes shopping for your gift... And it only took two minutes.Amazon公司的这则网络广告以歌曲的形式,反复吟唱
以强调网上购书的快捷和便利。
8•Walk where he walked. See what he saw. Hear what he heard.
The ages-old story. Beautiful, familiar, now brought to thrilling life through the magic of video.
Reader s Digest Video
例8采用排比法和首尾反复的修辞法,强调了拥有《读者文摘》录像带,您足不出户,便可以周游世界,见所未见,闻所未闻。
(二)运用对照法(Antithesis)
广告英语运用对照法,将两种相反的事物并列起来,互相衬托,使其性质更加鲜明突出;另一类是把一种事物的正反两方面并列起来,以便更加全面地表现其本质。例如:
9•Exclusivity
Sought after by many, acquired by only the few.
Ballantine s 17 years old
George Ballantine and Son Limited
例9对偶句并用意义对立的反义词,旨在劝说消费者美酒难得,莫失良机,以促成其购买行为。
10•Transderm Scop
Your body goes one way, your stomach goes the other, Your eyes say you re going up, the rest of you says you re going down. That s how motion sickness feels. That s how an enjoyable boat ride, ocean cruise or flight turns into pure misery. That s when Transderm Scop can help.
Nothing else works like the Transderm Scop Patch.…
例10使用反义词,互相映衬,互相对照,给人以深刻印象。广告商告诫人们:晕机晕船破坏旅途的愉快,若使用简单有效的眩晕药贴便可消除一切不适。
(三)运用矛盾修辞法(Oxymoron)
笔者在广告词中发现,两个相互矛盾的词语结合在一起所造成的强烈反差,可以增强对感官的刺激,引起读者和听众的注意,其修辞效果是其它表达方法所无法比拟的。
11•Bangladesh
Know the unknown—discover the undiscovered!
Biman Bangladesh Airlines
Your home in the sky
www.bimanair.com
这则广告仅用两对反义概念的词语,就使人记忆深刻、过目不忘:若有幸乘坐孟加拉国Biman航空公司的班机,便能走遍天下,了解世界。
(四)运用排比句(Parallelism)
英语广告常使用排比的形式,把结构相似、字数大体相等的句子和句子成分排列在一起,来表达相似或相关的意思。这种修辞法使广告词显得气势磅礴,节奏鲜明,具有强烈的感染力。
12•One Aim
“It s impossible,”says Reason!“It s reckless,”says Experience.“It s painful,”says Pride,“Try!”says Dream.The challenge...to bring a dream to life.
2002 Formula 1 Competitor www.toyata-fl.com
13•Alcatel
You re only as good as the communications systems you use. That s why you should talk to a company that you can always rely on. A company that always one step ahead. At Alcatel, we understand and share your ambitions. And while we look torwards the future, we never lose sight of your requirement