英语论文网

you’re a great way to fly.—Singapore Airlines(2) I’m Mandy—fly me.—British AirwaysAnother typical example of metonymy em-ployed in advertising is the advertisement forToshiba computer.(3) Pick an Ace from Toshiba.As is known, ace is the No. l in card gamesand everyone hopes to get ace that has the highestvalue when playing cards. Here ace is used tomean a Toshiba computer of the best quality. Withonly five words, the metonymy speaks all to gainthe consumers’favor for the product advertised.

4　PunA pun can be defined as“a use of words thathave more than one meaning or words that havethe same sound but different meanings”. Puns arevery popular with copywriters, for they may pro-voke amusement, or add spice to an unpretentiousconversational exchange.(1) Everybodykneads(needs) it.This is an advertisement for Pillsbury FlourCompany. Here,“kneads”and“needs”form thehomophonic pun, going some way to overcomingconsumers’distrust of the product and arousingtheir interest.(2) Trust us. Over 5000earsof experience.This is an advertisement for some hearing aid.Literally, it refers to the wide recognition of theproduct by the users. Rhetorically,“ears”and“years”are homophones, meaning the product isof a long history and high quality. In this way, theadvertisement adds more power in persuading con-sumers to buy this product.(3) Seven-up... Theuncola. Theunand only.—7-up DrinkIn this advertisement, pun lies in“un”. Onone hand,“un”is a negative prefix in English.“Uncola”is coined to strike the reader as“beingtotally different from traditional cola”. On theother hand,“un”, a French word, is close to Eng-lish word“one”in meaning. So“Theun and only”here equals to English idiom“the one and only”,emphasizing the superiority of this drink.

5　PersonificationPersonification is generally used to give humanqualities or abilities to abstractions or non-humanentities. Personification in advertising turns theice-cold products to be cordial and friendly andleaves people a vivid and real impression.(1) With 52 issues, they’ll be thinking of youweek after week.This is an advertisement forNewsweek, withissues of the magazine being personified. TheNewsweek magazine is described vividly to“thinkof”the readers“week after week”. What about thereaders? Do they think of the magazine?(2) Unlike me, my Rolex never needs a rest.“All work no play makes Jack a dull boy.”This English proverb means all men need play andrest. A watch, however, can disobey it. In thisadvertisement, Rolex watch is compared with“me”, a man.“I”need rest, but my Rolex neverneeds a rest. The good quality of Rolex watch istherefore vividly reflected through personification.

6　ParodyA parody is“an imitation of the characteristicstyle of a writer, or of a literary work, designed toamuse or ridicule[3].”Parody is widely used in ad-vertising headlines and slogans by imitatingidioms, proverbs, sayings, songs and so on.The following slogan about Mars Candy Bar isa fine example typifying the employment of parodyin advertising English:(1) A Mars a day keeps you work, rest andplay.The structure of this sentence and its endrhyme may easily remind readers the proverb“Anapple a day keeps the doctor away”, while thewords“work”and“play”may also elicit the asso-ciation of another familiar proverb“All work noplay makes Jack a dull boy”. Thus, this slogan notonly imitates two commonly known proverbs inform but also is invested with associativemeanings. The employment of such a parody helpsconvey vivid本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。