英语论文广告英语的修辞及其应用.doc

原创英语毕业论文 请咨询QQ253771735吉林华侨外国语学院毕业论文Analysis of the Rhetoric and Its Application in Advertising EnglishExcellent advertising language is the key point of a successful English advertising. In order to transmit the correct sales information, arouse the customers interesting and purchase desire, the rhetoric is very important in English advertising. It not only could help people to appreciate the splendid advertising and thoroughly understand the mysterious of its language, bring the convenience and the pleasure to our life, but also is helpful to study and mastery of English. Mastering of the characteristic of English advertising is good for know the culture ，the values and the social custom of the English-speaking counties. It gives our country products publicity to other countries and prompts the products to take possession of international market. I Advertising and Rhetoric2.1 Definition of AdvertisingAdvertising, originating from a Latin word “adverture”, means attract ones attention. Then its meaning changed into causing somebody pay attention to something. Later it extends the meaning as making everybody to know something. With the developing of the business activity, “advertising” has been added some new meanings. It turns into todays “advertising”. Its connotation enriched with the developing of the social economy and the extension enlarged. Until now, there are many various views about the definition of advertisement. the famous American marketing association (AMA) gave such definition：Advertising is the non-personal communication usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. This paragraph has pointed out some essential features of the advertisement:原创英语毕业论文 请咨询QQ253771735 It is a non-individual, or a communication between the individual and the individual, but aims at some special communities or the whole public. It is usually paid by advertiser. Its essence is persuading. The content of advertising always contains some related products and services, also some sales promotion and some ideas of promotes. It can use different kinds of news media.2.2 Definition and Classification of Rhetoric What is rhetoric? The rhetoric is such a process that according to the certain aim to choose the language material carefully. Whatever words or writing an article, which purpose is to organizes the language materials to express ones feelings, or tell others an issue or an opinion clearly. It means that people organized, adjust, decorate the language, and enhance the process of long-term effects of the language formation. The rhetoric has the special structure, method and function, which were recognized by society. It should suit for the certain classified collection system.The rhetoric divides into the semantic rhetoric, the sentence rhetoric and the pronunciation rhetoric:1.2.1 Semantic RhetoricSemantic rhetoric is the most basic rhetoric method, using the specific language significance and contact mutually to decorate, strengthened the language interest greatly. Figure of speech (simile, metaphor)Simile is a comparison between two distinctly different things and the comparison is indicated by the words as or like.Featherwater, light as a feather. (Glasses)Featherwater means the glasses in this sentence, which wants to explain the weight of the glasses as light as a swans feather. Such a piece of glasses advertisement moves the consumer by characteristic of the glasses weight, extremely vivid. Metaphor is the use of a word which originally denotes one thing to refer to another with a similar quality. It is also a comparison, but the comparison is implied, not expressed with the word as or like.The world is open for business, the card is key. (Credit Card) This type of advertisement seems the credit card as a key to open the world that express the merchants purpose to promote their cards to the whole world. It could enhance the meaning of language. Overstatement is also called hyperbole. In overstatement the words diction exaggerates the subject, and in understatement the words play down the magnitude or value of the subject Making a big world smaller. (Deutsche Lufthansa AG)This is an advertisement of the Deutsche Lufthansa AG, with the hyperbole indicated Deutsche Lufthansa AG flight to each place in the world. Their planes would arrive the destination as quickly as possible, and then “making a big world smaller”. The company wants to emphasize their merit in large range. It gives the people profound impression and causes an association. Personification is to treat a thing or an idea as if it were human or had human qualities. She has her own spirit and it graces everyone she comes near. (Perfume) The perfume was personified in this advertisement as a sex girl. “She” both refer perfume itself and the lady who love this perfume. It also pointed out naturally that is special goods for the female.Its for your lifetime. (Watch) This personification endows life and the individual characters with this watch. This kind of watch accompanies from morning to night, just like a sweet heart.Pun means the humorous use of a word that has morn than one maening, or of words that have different meanings but sound the same.The label of achievements. Black Label commands more respects. (Black Label)Pun brings into most brands favor. This is a piece of advertisement for whisky. Label has two meanings. One stands for single mark, the other stands for the brand whisky Black Label. This advertisements utilization through the method of pun, they would eager to drink Black Label when people render outstanding service and are famous. At the same time, using the brand name formed as the pun, strengthen the memory and interest of the consumer to the goods.Parody is an imitation of the style of a particular writer, artist or genre with deliberate exaggeration for comic effect.Where theres heat, theres healthy hair. (Thermasilk Shampoo) This advertisement copies English idiom “Where there is a will, there is a way.” Make this advertisement vivid, and form the product image for the merchant, also successfully express that Thermasilk Shampoo could bring the high quality hairs to people. Comparison is the formation of the comparative and superlative forms of adjectives and adverbs.Once tasted, always loved. (Coffee) There are two words “once” and “always” give an obvious contract. They express the goods high quality and delicacy more completely and sharply, strengthens the meaning for the entire advertisement.1.2.2 Sentence RhetoricSentence rhetoric uses the meaning in the sentence and contact mutually to decorate. Add rhythm and strength to the expression.A rhetorical question is a question that is asked in order to make a statement and which does not expect an answer.Who will you be in the next 24 hours? (Patekphilppe Geneve) This is the advertising for watch, which get attention by asking a question. The sentence “ Who will you be in the next 24 hours?” that give an endless imagination to point out the main purpose of the advertising. Parallelism means the parallel presentation of two or more than two similar or relevant ideas in similar structure forms. The structure of the figure gives you a beautiful sense of balance. Call it Wrigley, call it Spearmint, call it Gum-Wrigley. (Wrigley s Chewing Gum) In order to enhance the rhythm and focus the power, this advertising of the chewing gum connects several similar meaning words together. The taste of chewing gum is peppermint. Peppermint can help refresh tone effectively and the common grounds of those mentioned words can stand out their specific quality, characteristic. As a result the impression become deeply.Repetition is a rhetorical device of using some words or sentences naturally and repeatedly to stress an important message or indicate a strong feeling.Were not in the computer business. Were in the results business. (IBM Computer) The beginning and the end of the two sentences both used the repetition. It didnt mention anything about selling computers, but it sells the computer all the same. This advertising only emphasizes the service after the sale consummately. This advertising express that the IBM computer comes into prominence, strengthen the advantages of the computer. The consumers would be interested in IBM products.Anastrophe means transforming the normal word order. It sticks out the focal point of information and applies widely in the advertisement. From Sharp MindsCome Sharp Product! (Sharp electronics) The natural order of this advertisement is “Sharp Product Come From Sharp Minds.” This sentence has subsidiary bank is a inversion. The focus of the information becomes “Sharp Minds” and “Sharp Product”. It read soundly, has added the content of the information. This advertising would increase the brand impression. 1.2.3 Pronunciation RhetoricThe pronunciation rhetoric uses the pronunciation and contact mutually to decorate. It could obtain the beautiful music of languages. It includes the syllable coordination, the intonation coordination and the rhyme harmony.Rhyme (alliteration, consonance)Alliteration refers to the appearance of the same initial consonant sound in two or more words.Health, humor and happiness. Its a gift wed love to give. (Saturday Evening Post) These three words health, humor and happiness have rhyming the alliterative “h”. The gift and give have rhyming the alliterative “g”. The repetitions of two groups of sounds bring the strong sensation effect. The ellipsis after “happiness” also uses masterly. It implies that this newspaper could bring the profit not only above-mentioned three pieces of the information to the people. Then it could leave the rich imagination space to us.Consonance refers to the appearance of the same last consonant sound in two or more words.You and Northwest , business at its best. “Northwest” and “best” have rhyming “est” sounds. That is the easy memory and give the people sense concussion of reading and listening. It has the attention value and the memory value.Onomatopoeia is the imitation of natural sounds in the sounds of words. Many common words, sound somewhat like the sounds they name.ShhhhSuper Silent Dishwasher Shhhh this sound simulated the slight sound, which the machine operation sends out. It tells the people that this product has good quality and low voice, which should attain the requirement of the consumer. The advertising producer wants to attract the consumer in this way.2.3 Function of Rhetoric in Advertisement Rhetoric is a very important function in advertisement. It can enormously enrich the language expression ability and effect. Rhetoric not only accurately propagandizes the commodity characteristic, but also may describe feeling after using the commodity. Both can express the vivid, and can cause the emotion association. Thus rhetoric that brings to the advertisement could stand out the artistic infection and the visual and auditory enjoying.1.3.1 Comparison of Different Rhetoric for Similar CommoditiesGive your hair a touch of spring. (Pun) This “spring” means the color of spring, and also means the flexibility of hear. It gives my hair super shine, super body, and leaves it smelling fresh as a meadow. (Simile) In this advertising, the hair is compared to a fresh meadow, which show out the good quality of the shampoo to the consumers. Although these two advertisements are all shampoo advertisement, the utilization of rhetoric method is different. One utilizes pun, the other utilizes simile. They put out the prominent characteristic from every product to express clearly.1.3.2 Comparison of Advertisements with or without RhetoricThe world has a big backyard. Our planet is filled with hidden Places. Dramatic examples of earths evolution. Witness seven of the worlds most diverse landscapes. Come out and play in The Greatest Places. Science Museum of Minnesota The world is compared to a family in the advertisement. American Minnesota Science Museum is regarded as a big backyard. This advertising gives the people a kind of familiar feeling, and pulls the distance closer between the people and the nature by metaphor. Seven kinds of nature landscapes in the museum is personification and echo “us”. If these rhetoric methods were removed, the museum gave the people stiff feeling. It could not have such affect and impact peoples heart. II The Correct Application of Rhetoric in Advertisement English 2.1 Principles of Using Rhetoric in AdvertisementsIt is the advertising creative that utilizes different rhetoric method to show the singularity and novelty to attract attention. The rhetoric of advertising English is a kind of selective process. It is not such decorates, or make some new designs to translate the language. It was make the abortive choices from the existing language material. At first, the choices should consider here, which parlance is the most exact. The rhetoric may utilize many rhetoric methods in an advertisement. Just like make the parallelism and the pun together or the analogy and the contrast together and so on. Such could show the advantage in the language meaning. For example：Dream your night away. Drive your dream away. (BMW)Now people buy the precious vehicle is a beautiful dream in the society. The BMW compares with the BMW automobile Dream. The comparison is extremely natural that gives the customs a full conceivable space. At the same time, the appropriate manage of metaphor and parallelism makes a profound impression. The automobile is endowed with vivid mystical color by such a utilization of rhetoric. Different products fit different ages people. When we give an advertisement we must choose the suitable rhetoric whether is comparison, contrast or some other ways. The emphasis of rhetoric is a language effect that can express correctly the willing of company and the particularity of goods. Simultaneity, we should use the illimitable imagination to create more and more ads, attracting the whole world vision. 2.2 Different Culture, Different Advertisement RhetoricAdvertisement has a close relationship with culture whether it seems as a style of culture, a marketing action or a media transmit. Nowadays ads have developed into a mature culture style. Then, the proprietor and the advertising agent pay more and more attention to the culture connotation that qua the carrier of business information. Although the custom culture connotation appeals to costumers, it is commercial. It resonates among business and customers, passing the valuable traditional Chinese culture and carrying forward the values of our nationality. In China, the advertisement has reflected a kind of communitys idea: Emphasizes the whole, the family and the dear are extremely. But the western advertisement had reflected the culture that they take their own as the central. It emphasizes the individual independence and the main function and pay attention to opening the individuality. Today, English advertisement has become the carrier, which the western and Chinese culture blends. Through the brief language, it could make the foreigner understands China and sees to the fast steps of Chinas development. Chinese enterprises, when trying to penetrate the foreign market, must set up their own brand images, which mean try to strength the well-known of the products. Such the enterprises should understand the difference of the countries culture when design the English advertising. For instance, the dragon is the propitious symbol in China. The dragon soars also indicates the prosperity of the enterprises and the nation. Therefore so many companies in our countries prefer to figure their own outstanding and products as dragon. But in western, the dragon is the evil symbols that stand for the deconstruction. When opening the international market, our enterprise brands could not use the dragon to carry on the propaganda in English advertisement. Though English rhetoric has concern a small part in advertising language. It also should pay attention in double actually. As the basis language of worldwide, English advertising should pay great attention to the rhetoric effect consumer impression in the different nations, as well as to make the influence of purchase desire. To grasp the related characteristic of English advertisement, from which we could know the culture, the values and the social custom of English-speaking countries, in order to improving the position of the international market and propagandizing the Chinese products. Although there are differences between the western China, the western product advertising still in unconsciously was attacking the Chinese tradition custom. There is a very big part of reasons to give credit to the advertisements propaganda strength that may cause the culture to seep mutually at the different nationalities.2.3 Designing Rhetoric according to the Marketing StrategyThe basic function of commercial advertising is transmitting the information related enterprises and commodity, extending the market, and making transaction. The advertisement and the market economy are cannot be divided, in western countries, as the high development of advertising industry in the market economy, the various advertising enrich our surrounding. People live in the sea of advertising face the thousands of advertisement every day. Advertising expenditure generally occupies GDP 1%-3% in the western. Advertising has become an independent popular science. It has the vital function to the market economy development. The goal of enterprises advertisement is decided by the marketing goal. But in the process