我英语论文大纲.doc

天津商业大学宝德学院本科毕业论文天津商业大学宝德学院毕业设计（论文）论英语修辞On English Rhetoric devices姓 名： 学 号： 专 业：英语（翻译方向）班 级：06班 指导老师: 天津商业大学宝德学院外国语言文学系 二00九年十月二十七日论英语修辞（天津商业大学宝德学院2006级英语翻译班）指导老师：（导师）中文摘要在诸多描写手法中，修辞技法是英语写作中最常见的一种。它既能帮助作者用既简单有丰富的语言表达清楚自己的意思，又能增加读者的阅读兴趣，并最终让读者能更好地领会文章内涵，这在广告中尤为显著，本文旨在通过英语修辞在广告中的使用对其进行分析。当今，广告以各种媒体如杂志、报纸、电视、广播、海报、因特网等多种形式不断地出现在我们日常生活中。广告作为现代生活的重要组成部分，以它的独特魅力，对社会经济的发展起着推动作用，在商品进出口中，充当着越来越重要的角色。广告英语中频繁使用的修辞手法有：拟人、比喻、双关、排比、押韵等。这些修辞手法的运用能使英语广告中的产品或服务生动有趣、形象传神，同时赋予广告语言美、音律美。例拟人使产品形象生动；比喻使产品特点鲜明；排比使语言增强语势；押韵使语言富有节奏感等。不管是给产品还是给语言本身，修辞手法在广告英语中合理运用都能给广告带来良好的效果，继而给读者留下深刻印象。本篇论文主要从音韵、词义、结构三方面讨论分析广告英语中的修辞特点。关键词：广告英语；修辞；音韵；词义；结构On English Rhetoric Devices(class 06 Grade2006 in Boustead College of Tianjin University of Commerce)Directive Teacher: (Lecture)AbstractRhetorical devices is the commonest way among the many employed in English writing. It can not only help writers express ideas in simple and rich language, but trigger readers desires to read and help them grasp the main article, esp. in English advertisement, this paper aims at analyzing English rhetoric devices in its use in advertisement. Nowadays, we are endlessly bombarded with all kinds of advertisements through various media. Advertisement takes an important part in modern life, with its special magic power, prompting social and economic development. The most frequently used rhetoric devices are: personification, figures of speech, pun, parallelism, rhyming and so on. The application of these rhetoric devices can make products or services lively, interesting, visualized, and lifelike, also endow the advertising English with the beauty of rhythm and English language. Rhetoric devices can bring advertising a good effect and make readers impressive on both products and language if its used properly.This paper mainly talks about rhetoric features of advertising English from three aspects: phonation, vocabulary and syntax.Key WordsAdvertising English; rhetoric; phonation; vocabulary; syntax.Tables of Contents & List of TablesChapter1 Value of Advertisements1.1Attention Value11.2Memory value.11.3Readability.11.4Persuasion.1Chapter2 Basic Rhetoric Tactics in Advertising English2.1 Phonation Rhetoric22.1.1Rhyme.22.1.2Onomatopoeia.22.2Vocabulary Rhetoric.22.2.1Figure of Speech.22.2.1.1 Similes.22.2.1.2 Metaphors.22.2.1.3 Metonymy.22.2.1.4 Synecdoche.22.2.2 Hyperbole.22.2.3 Pun.22.2.3.1 Homophonic puns.22.2.3.2 Semantic puns.22.2.3.3 Semantic puns.22.2.3.4 Idiom or vulgarism puns22.2.4 Personification.22.2.5 Parody.22.2.6 Irony.22.2.7 Coinage22.2.8 Anticlimax22.3Syntax rhetoric.22.3.1 Parallelism.22.3.2 Repetition.32.3.3 Antithesis.3Chapter3 The comprehensively applying rhetoric in advertising EnglishConclusion.5Bibliography.8Acknowledgements.9Chapter 1 Value of Advertisements1.1 Attention Value1.2 Memory value 1.3 Readability 1.4 Persuasion Chapter2 Basic Rhetoric Tactics in Advertising English 2.1 Phonation Rhetoric2Vocabulary Rhetoric2.2.1 Figure of Speech2.2.1.1 Similes2.2.1.2 Metaphors2.2.1.3 Metonymy2.2.1.4 Synecdoche2.2.2 Hyperbole2.2.3 Pun2.2.3.1 Homophonic puns2.2.3.2 Semantic puns2.2.3.3 Semantic puns2.2.3.4 Idiom or vulgarism puns2.2.4 Personification2.2.5 Parody2.2.6 Irony2.2.7 Coinage2.2.8 Anticlimax2.3 Syntax rhetoric2.3.1 Parallelism2.3.2 Repetition2.3.3 AntithesisChapter3 The comprehensively applying rhetoric in advertising EnglishConclusionObviously, rhetoric is commonly used in advertising English. It endows Advertising English unique artistic charm. A successful advertisement doesnt only lay emphasis up on its modifier but also on rhetoric. Because of the use of rhetoric in advertisement, the language becomes more fascinating, humorous, vivid and colorful. The goods which have been advertised are more attractive and spirited to consumers, which give people deep impression.Advertising English, as a special language and because of its suasive function, has penetrated every corner of the world and has promoted the development of social economy. Paying attention on rhetoric in advertising English is not only a researching trend for designers, but also has significant value for people to study. The important value lies in the following four points:As for customers, studying rhetoric in advertising English helps them make further recognition about advertisements. They will not only comprehend advertisements by literal meanings, but appreciate them by standing the point of art.As for advertisement designers, studying rhetoric in advertising English helps them create more successful advertisements. Using all kinds of rhetoric appropriately is available for designers to create classical advertisements which can achieve commercial purpose by simple artistic form. As for English learners, studying rhetoric in advertising English helps them expand ways of studying English and improve the ability of using English and appreciating English language. When studying rhetoric in advertising English, they would also be moved and attracted by artistic charm in advertisements.As for products, rhetoric makes advertisements more vivid and acceptable, which helps domestic products enter international markets and be accepted by foreign friends. In the other words, a successful advertisement for goods is a passport to enter international markets.In a word, a piece of successful advertisement needs ingenious using of rhetoric and a kind of salable product needs a piece of successful advertisement. The function of rhetoric in advertising English is self-evident.Bibliography1 Gillian Dyer. Advertising as Communication. Great Britain: The Chaucer Press .19822 Hafer White. Advertising Writing - Putting Creative Strategy to Work. New York: Cambridge University. 19823 Leech, Geoffrey. Advertising in English. London: Longman Press, 1996.4 Tanaka, Keiko. The Pun in Advertising: A Pragmatic Approach. 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