摘要:Advertisements always are related with the beauty of music from hawking customers’ wares in the streets to the radio or TV advertising. In addition the mass advertising, the advertising also has word-of-mouth advertising. It is very interesting. There are publicized by one to ten, and ten to more, however, the word of advertisement need get a musical rhyme. It can be remembered very easy by the customers.
t to try it when they read the advertisement at the first.
e.g. Strong tractor strong farmer.
This is advertising of tractor. For the syllable regular, the writer uses repetition means repeating one or more same words. It heightens the beauty of voice, and strengthens the effect of expression. However, the power of tractor is appeared with the words.
Ⅳ. The function and feature of rhyme in advertisements
Rhythm is the internal law of language. Rhythm in English speech is based on stress. It is, in brief, the pattern of regular arrangement and alternation of stressed and unstressed syllables.
English rhythm has two prominent features: The basic tendency of English rhythm is that the stressed syllables follow each other at roughly equal intervals of time. The correct English rhythm is natural and wave-like. The other characteristic of the stressed and the unstressed syllables also is very important. In actual speech, stressed syllables are not always evenly separated by unstressed ones. In order to maintain an evenness of the beat throughout the utterance, it is necessary for us to regulate the distribution of stresses, thus we can attain smooth rhythm in speaking or reading aloud(孟宪忠,2006:122-126). In writing advertising, the writer uses the rhyme making good use of the melody of voice to get a musical rhyme for the customers. Let customers can remember the advertising and the goods.
1. Alliteration
What is alliteration? Alliteration, which derives from Latin meaning “repeating and playing upon the same letter”, is a figure of speech in which consonants, especially at the beginning of words, or stressed syllables, are repeated. It refers to the repetition usually of an initial sound that is usually a consonant in two or more neighboring words or syllables. This figure is the employment in close connection of two or more words that begin with the same letter. The use of alliteration goes back to ancient times. Its
history is even longer than that of English rhyme. Nearly all Old English verse is heavily alliterative and the pattern is fairly standard. It is not until the end of 15thcentury that alliteration began to decline in poetry creation, especially in modern free verse. However, as one of the phonetic rhetorical devices, it remains a preferable means in literary creation and a most important part of all auditory imagery. This device is extremely popular with both poets and writers (WangYulong, Zhang Yi, Zhang Deyu, 2006). It is “repetition of the same letter or sound at the beginning of adjacent or closely connected words, such as ‘cool, calm, and collected’ ” (Della Thompson, 1996). Here are some examples:
e.g. Sweet, Smart & Sassy!This is the advertising of American Sunkist citrus company. In this sentence, it only uses three words looking, it is very good, very simple and easy to read and remember. For example, “sweet” bring out the flavor of citrus; “smart” display the beauty of external features. However, “sassy” shows off the customers’ remain it very deep after reading.
e.g. New crisp crusty tender flaky crust right from the Microwave.
It is bread advertising. In these words “crisp”, “crusty” and “crust”, the [k] is alliteration. The soft,
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。