广告语中的修辞.ppt

广告语中的修辞,MadeBy:XXX组,广告是指通过一定的媒介，把有关商品、劳务的知识、情报传递给消费者，以达到影响舆论、促进需求、扩大销售或服务的目的而进行的宣传。商业广告通过各种修辞手段来体现其商品价值。今天我们对广告中常用的几种修辞格进行分析。探讨修辞手段对于广告的价值和功能的具体实现的作用。,Rhetoricaldevicesarevariationsofliteralorordinaryformofexpressions.Theiruseistomakethethoughtmorestrikingandeffective(更显著、更有效),fortheyhavethepowertovivifyandillustrate（赋予生命力）.Advertisersoftenusevariousrhetoricaldevicestoincreasethereadability(可读性)andappeal（吸引力）ofanadvertisementandtoarouseconsumersinterestofbuyingtheproduct.,一、比喻(Simile、Metaphor),无论是汉语还是英语,我们最先接触并运用得最多的修辞方法就是比喻.比喻是根据两类不同事物的相似点,用一种事物来描绘另一种事物,借此对事物的特征进行描绘或渲染.比喻包括明喻(Simile),暗喻(Metaphor).,明喻,明喻是以两种具有相同特征的事物和对象进行对比,表明本体与喻体之间的相似关系，两者都在对比中出现,其基本格式是AislikeB,常用比喻词如like,as,asif,asthough来连接.明喻运用在广告中,能生动形象地突出此产品的特点,借此来打动顾客.,明喻,（1）明喻Simile,1.Breakfastwithoutorangejuiceislikeadaywithoutsunshine.(某橘子广告)没有橘汁的早餐犹如没有阳光的日子.2.Oureyebrowpencilsareassoftaspetals.(某眉笔广告)眉笔像花瓣一样柔和.,Likeagoodneighbor,stateFarmisthere.stateFarm保险Featherwater:lightasafeather.Featherwater眼镜,(2)暗喻Metaphor,Metaphorisafigureofspeechinwhichawordorphrasethatordinarilydesignates（指明为，标志为）onethingisusedtodesignateanother,thusmakinganimplicit（暗示的、含蓄的）comparison.,它直接将甲事物当作乙事物来写,二者之间的关系和相似处是暗含的,从而更生动更深刻说明事理,增强语言的表现力,也因此成为广告创作者青睐的修辞方法.1.YoudbetteroffundertheUmbrella.(一家旅游保险公司的广告)你最好在保护伞下.2.inthecradleofmartialarts.(河南旅游广告)中国河南-工夫的摇篮.,Inanimate（没有生命的）objectsorabstractions（抽象的）areendowedwith（被赋予）humanqualitiesorarerepresentedaspossessinghumanform.Thus,theproductcouldhavehumanemotion,andlooksamicable（友好的）toconsumers.,二、拟人Personification,1.FlowersbyInterfloraspeakfromtheheart.(某鲜花的广告)英特拂劳拉的鲜花倾诉衷肠.2.Theywillstayonthejoblongerthanmostemployees.(沃尔沃Volvo汽车广告)他们将比其他雇员更耐心地坚持工作.3.IthandlestheroadaseasilyasithandlesMotherNature.(福特Ford汽车广告)他能很轻松地对付道路.拟人,使花,车都有了人的情感,思维及形象,如此有人性的产品,还不快来领回家,FlowersbyInterfloraspeakfromtheheart.DingDong,Avoniscalling.Unlikeme,myRolexneverneedsarest,三、重复Repetition,Insomeadvertisements,thecopywritersoftenusethemethodofrepetitiontostresscertaininformation.,ExtraordinaryCola,extraordinarychoice.WhenyouresippingLipton,youresippingsomethingspecial.,四、押韵Rhyming,Rhymingiscorrespondenceofterminalsoundsofwordsoroflinesofverse.,Mygoodness！MyGuinness！PurinaOne.SecondtoNone.Flash.Dash.Classicsplash.,五、头韵Alliteration,Hi-Fi,Hi-Fun,Hi-Fashion,onlyfromSony.Sea,sun,sand,seclusionandSpain!Sweet,Smart&Sassy!,Hi-fi=highfidelity高保真Seclusion：与外界隔绝Sassy:充满活力的,时髦的,六、对偶Antithesis,Welead,otherscopy.(理光复印机)Nobusinesstoosmall，noproblemtoobig.(IBM)Tidesin,Dirtsout.(Tide汰渍)Thechoiceisyours.Thehonorisours.,七、夸张Hyperbole,Hyperboleisacommonfigureofspeechpopularknownasexaggerationoroverstatement.Itsnotthesameastellinglies.Withhyperbole,thereisnointenttodeceivetheaudience.Infact,inthespeakersmindheistrulydescribinghisintensefeelingatthetime.,夸张是一种故意言过其实或夸大或缩小事物的形象.借以突出事物的某种特征或品格,鲜明地表达思想情感的修辞方式。能有效地描述所宣传商品或品牌.,1.Lookyounginonlytwoweeks.(某化装品广告)两周之内变年轻!2.NowSonyturns