Figures of Speech in Advertising English 广告英语中的修辞格

FiguresofinAdvertising广告英语中的辞格endlesslybombardedwithallofadvertisementsmediaasmagazine,posterinternet,Advertisementsmoreandmoreimportantrole,inimportbusiness.anpartinitsspecialmagicsocialAdvertisingmainlybyoriginality,flexibilityofApartfromthedistinguishingatlexicalandsyntacticlevels,vehicles,devicesareinadvertisingThefrequentlyusedofspeechare:personification,simile,parallelismTheapplicationofofmakeproductslively,andlifelike,withtheofrhythmandEductslifelike;similemakeproductsbrilliantfeatures;parallelismmakeslanguagemorestrong.Figuresspeechcanbringadvertisinggoodeffectandmakereadersonproductslanguageifit'sproperly.pragmaticapplicationfiguresofiniswiderangeofadvertisementdata,weantoanalyzeapplicationfiguresofspeechWords:Figuresofspeech;Advertising;摘要关词广ofIntroductionVI1.1AdvertisingEnglishVI1.2AboutFiguresofSpeech1.3TheMotivationofStudyVIIApplicationFiguresofSpeechAdvertisingEnglishVII2.1SimileVII2.2Metaphor2.3PersonificationVIIIIrony2.7X2.7.1HomophonicX2.7.2.4Idiom2.8ParodyXII2.9XIIAntithesisXIIFiguresSpeechXIII3.1InAdvertisingLanguage3.2InForeignTradeXIII4.1Major4.2LimitationsReferences错误未定义书签。Acknowledgements错！定义书签。Introduction1.1practicaladvertisingitsstylisticandobviousaims.MarketingAssociation(AMA)as“thenon-personalusuallyforusuallyinnatureaboutproducts,ideasbyidentifiedsponsorsthevariousmedia.”Withgoingon,advertisingdevelopingfasterandfaster.Advertisementswaypeoplelife.theymaysmilepeoplefromtopeoplefromtheradioloudspeakers,peoplefrompageofandmagazine,pluckonthesignaltopeoplebillboards,flashpeoplethepromotiveadvertisingtakes,languageisofmessageallalong,theTheofVestergardandSchrodersays,“Advertisingbutinthemisofcrucial”Intoappealofadvertisement,advertiserspaymuchonlychoiceoforphrasess,butplates,colorlayoutofaprintedpigeonanbeautifulAtsameasalanguage,iswidelyusedworldlanguageinday,quitealotEnglishwordscomeintopeopledailylifeitisandforthetradeamongcountries.1.2AboutFiguresofSpeechInthepracticeofpeoplemoretofiguresofspeechmakethesuccinct,accurateandvividandrichimaginationandplentifulforreaderssoastheirdesire.Thewideuseofofspeechanimportantofadvertisingisaneffectivewaymakethe1.3TheMotivationofItallthatwithaofproductsandaresoldinIntospeaklanguages,producerswillbringwonderfuleither.However,becauseofculturesandwhenalargefloodalwaysbeastherefore,mightfailproducesimilarontheThus,advertisementwiselyisimportantthattheproductsaswellinlandsasintheirmotherlands.researchershavenoticedadvertisingwithrhetoricalfiguresofSimileandGaudi‘snotethatmorepeopleareexposedtofiguresofspeechthroughadvertisingthanthroughotherpoetry,thatconsumerscometoexpectcolorfulofanAofcurrentbyLeighfoundallwithcontainfigureofApplicationFiguresofSpeechAdvertisingEnglishAfigureofarhetoricalaspecialeffectbywordsindistinctivewaysTheyaremakinglanguagefigurative.peoplewordsinotherthantheirliteralsenseforcetotoheighteneffect,ortoimagery,aresaidtobespeakingor2.1Asimileaofspeechwhichmakesabetweenunlikeelementshavingatleastqualityorcharacteristicincommonitinadvertisement,withwordsasorlike..Ittwothingsunlike,butresemblinginatleastoneItdeviceofartandexplanation,comparingtheunfamiliarthingbeexplainedfamiliarknowntotheAsimileisexpressioninthetwothingsthatessentiallyincertainAsimileisthreenamely:thetenor(thethingdescribed)b)thevehicle(thingcompared,andc)wordssuch‖,if/though‖,‖thestructurenoun.‖Usedtherelationshipof.Thesimilecreatetheforreaderstoaccept.⑴AssoftasMotheradvertisementkidshoes)Inadvertisementabove,simileisused,embodythecomfortofshoes．Aftertheparentswillwithsuchkindofafterthatofandthetemptation.⑵Breakfastwithoutislikeadaywithoutofonekindof)freshmakejuiceandpeoplecanfullonefreshwillthesunshine,andalsowillintheallresist⑶LikegoodNeighbor,StateFarminsuranceagent)Here,Stateadrivingwhichwillsensestheandproducethetobuyjustneighborshelpandthemsincerely.[4]Itmysupersuperbody,andleavesitsmellingasameadow.(Hairlotionhairadvertisementtacticsofsimile,displaysthislotionimageveryconcrete,makespeopleabundantanddesireofpurchase.2.2Metaphoraofspeechinawordphraseliterallykindofofanotherobject/ideatolikeness;ascribingtothesomeofthesecond.Unlikeasimileoranalogy,assertsthatonethinganotheroneislikeanother.Itisanotherprocessusedtomakecomparisonstheattributesofonethingandelse.Itislikeasimile,twoelements,butsimile,thiscomparisonisimpliedstatedaformalbetweensimileandmetaphor,inwhichthe‖andnotappear.ForisyouofHerepieceembodyqualityofwatchvividlydrawpeoplesheartattheitmeetvaluetotime.[2]Thetosatin(Lipstick)Inpieceofadvertisement,tosay,thiskindoflipstickrougedononelipswhereisfullofenthusiasm,itseemswearingtheruminantsilkysatin.Theandimplicitmakesconsumersfullofandexpectation.⑶Onegreataenjoyit(CarnivalGroupanadvertisement"Carnival".Liken"gift"inadvertisementissignifythatthisproductthesenseItmakespeopleproducethegoodmorale,actuallytheamusementadvertisementpeoplethusappealvisitors.[4]SomethingwithinyouisDior.(ChristianDior).ThisistheadvertisementofperfumebroughttinternationalbrandCDofcosmeticthepropagandismof‖,thesmmanifestedthoroughly.existinginherenceandemanatingspontaneoussubsistingandspreadingvoluntary?Twoweeksperfumecomingtotheworld,oneofperfumeissoldperfiftysecondsandtheactionhasbrokenworld‘srecord.Certainly,thispieceofitsintheproducts.2.3humanfeelings,orcharacteristics)tonon-livingobjectscolors,qualities,orItisathatobjects,orwithhumancharacter,orsensibility.Bypersonification,aproductpersonifiedanwithemotionsand．Inthewords,inadvertisementmakeofemotion,givetargetaudiencesense.Customerswillthinkaretheadvert，talkingwiththeirfriends.⑴ItroadaseasilyithandlesNature.(Fordcarsadvertisement)Herepersonified,whichcanridingontheroadfreelyangcanmastertheirskillfully.arewillingatease.⑵Whyskindownsoquickly?‖personifiedinadvertisement,whichdrinksOLAYquickly.ofpersonificationon‖,thecharmofOLAYdisplaysincisivelyandvividly.⑶Hi,I‘mJones.‘mthenewcaroptioncanbuythatwillactuallyappreciatevalue.staywithyou,winteranddayNonotevencoffeebreaksavingyourcarfromAndarust–freecarisalwaysworthmore.‖ThisisadvertisementofrustinhibitorofMateCompanyThisadvertisement,calltheinhibitorJones,makeproducesensetoconsumerofthuswintheconfidenceapprovalandthusfindagoodmarketforme，myRolexneedsarest(RORolexanthropomorphizedanddoesn‘tneedtowhichalludesthewatchwithsufficientpowerandkeepingdifferenttheotherinthehitpointofitssuperiorityofcanbetrusted.peopleeyes,qualityisthereasonforthemtobuythe2.4Parallelismhavingsameimportancemusthavesamegrammaticalform.ParallelwhichexpressparallelgiveandParallelismfallsword-to-wordItusuallypreviousitssellingWithparallel,tidystructure,reflectsclearimageofgoodsSentenceofstructureareforcefulandenergetic,powerofconfidence.Inthefollowingadvertisementsapplytoparallelism.*[1]Share(rollfilm)*teeth,goodhealth.(in,dirt's*Others*Nosmall,notoobig.(advertisementforicecream)ofparallel,tidyandstructurestrengthentheirforcefully.[2]‘sawrittenlanguage….It‘sanorallanguage….It‘sanelectroniclanguage….Itinteractivelanguage….Andit‘salanguage….Theheadinthispieceofadvertisementishasuniversallanguage.Itconsistsofwords‖.sentenceofadvertisementbeginswiththesamestructureandparallelism.Thiskindofusehasstressedthecontentofadvertisementcaughtpeopleattention.[3]willtheoddsbeforeoutWewillpublishpublicationsdare．Wewillyouinformation‘．advertisementmagazineParallelismisinadverttoshowthespecialcharacteroftheirmagazine.Eachsentenceledbywill‖appearsinthelastparttheadverttodrawpeople‘sattention.2.5RepetitionThesamesentenceordertoemotionandimpression;itoneoftheMultipleconsumerstoanofRepetitionbeenandparticularlyiftheForexample:⑴Whateveryoueating,drinkMaeusRose.Alwayslight,alwaysfresh,alwaysadvertisementofwine)Thisusefour‖especiallythisofwine‘sexcellentquality.Theestimateoffromisalwaysgoodandthepropagindaeffecealltime.[2]BabyisgiftBabyGapisBabyGapBabyClothingThisadvertisementisaboutGapClothing.Theword‖repeatedfourtimely,makingtheuseofofGap,givingtoTheofkeysamestructuresoneofimportantmeanstone,information,betweentheprecedingfollowingandemphersistheofkindthereistemptinsuchasforsomeintwoitseemsathrusttobuytheproductsundoubtedly.[3]time.Bathetime.Bedtime.Momtime.EmailingmomentsthemomentstheyNokiamultimediaN/n(Nokiacellphoneadvertisement)The"time"usedinadvertisementofproductsmakespeoplethatitsproductsaresuitablemulti-functionofthisproduct.[4]YoucanaXeroxona．ThisisanabouttheprinterofCompany.Theword‖usedthreetimesinthesentence,butofthemhasdifferentmeans.Thefirstreferstheactionofcoping,thesecondnounwhichmeanscopingmaterials.Andtheword‖thebrandthecopyingmachine.Threetimesrepetitionofword‖playstheroleofstrengtheningcustomersimpressionofthecopingFreeHotel!FrMeals!FreeTransfers!Forafree-on-the-Way‖Amsterdam,youcanrelyon(advertisementoftourism).brieflanguageangrhythmtogoodwhichtravellersenjoyintheir2.6figureofspeechthatachievesemphasisbytheofwhatistheofthebeingofusualsense.Inweoftenironyintheirspeech,thoughtheyit.Itself-contradictory,butitrationalwhencarvingAnwithletspeopleabsurdnessanddistinguishesfromtheironycomprehension.Atlastcantrueadvertisement,ironyissignificantandtheygiveimpression.example:⑴Themorehotmoreitsaves!(WaterheadingofaWaterHeateradvertisement.thesurfaceoftheitisahotusedandthemoremoneywillsaved?Thiskindstrangeparlancearousespeopleastonishment,whichwillstimulatepeopledesiretopurchasetheproducts.Inthepropagandizegoodwaterheatersandthefromtheotherones.⑵Iftellingyoutoquitsmokingcigarettes,donlisten,theyareprobablytryingtotrickyouinto(Antisocialpublicwelfarewhichbyanti-cancerInadvert,ironypeopledangersmokingandameaning.2.7Pun2.7.1HomophonicpunsarecomposedofwiththesamesamesimilarDesignerstousehomophonicadvertisements,thiskindofmakeholdtheofhumor,whichstrengthenpersuasionandtheadvertisement,thenpeoplewillgetadeepimpression.By，homophones，thewritertwomeaningsfromsentence⑴sunandforyoursonandheir.(Advertisementofabathingplace)Intheadvertisement,‖and‖‖and‖twogroupsofofthenottoalsosweettolisten.‘sverybeautiful.(2)Trustus.Over5000earsofexperience.(Audi-phoneadvertisement)Theliteralmeaningofthethattheproductconsumers‘tests.But,thelines,apairhomophonicwordsbefound,whichshowsahistoryoftheaudiphonesandsuggeststhattheygood[3]‘anatomicalcomfort.VariableImpactPressureSole‖Theadvertisementofsportshoesusesthehomophonicword‖.Asweknow,VIPusuallyforimportantpersons‖,while,here,itstandsforImpactPressureSole‖.impliesifyouuseVIPs,youwillbeaVIP.Theword‘motivatestheaudiencesvanityinducesbuytheproduct.[4]Winter!100%cottonknitwear$40‖ItanforsaleofwinterThetopeoplethatitaandcheaptobuycottonknitwear.whentheaudiencesreadwinter‖together,theywillunderstandthegoodusepun.winter‖soundsthesameaswinter‖.Theusetwomeanings:itabusinessthecottonknitwearwinteraway.willassociatehappeningeveryyearthatwhentheysaywinter,theclotheswillgreatdiscountanditistothem.2.7.2Punspunsutilizemulti-ortopunsinconditions.Itusedinadvertisementstoo.Inhomophonicpunssemanticpunsaredifferentinbutequallysatisfactoryinresult.⑴AskforMore.(CigaretteThisisa‖brandcigaretteadvertisement.Theakindcigarettebrand.linksupandmeaningof"organically.Thisadvertisement,utilizesthedifferentjusticewordofunisonalinkclosely,emotioninadvertisement.⑵TheofLabelmorewhisky)whiskyBlackLabel.inadvertisementewordhastwomeanings,oneobjectdescribesthingsnature,name,destination,etc,theotherisbrandofthewine.Punusedintheassociateachievementwithdrinkingthewine,whichleinterest.lagercanclaimtobetrulyThiscan.‖[3]ItisforLagerbeer.‖averb.Butintheadvertisement,ofbeerbesideitremindspeople‖—tin.Also‖referstotheofWiththeillustration,effectimpressestheaudiencesCoca-colacompanyalsouses‖todotheiradvertisement.[4]refreshesyoulikenoothercan.‖Justlikelastexample,‖hasmeanings,sothesentencecanunderstandlikerefresheslikenoother(can;tin,canItproductbestone.Ofcourse,peoplelikebuythe2.7.3SyntaxreferpunsproducedbySuchasorphrasewithormoretwophraselogicalandso⑴refreshesyounoothercan.(AdvertisementCola)the‖canmeanstin,verbbefullsentencerefreshesyouno(can:tin,canThe2.7.4IdiomVulgarismPunsadvertisinglanguageisgoodatsomefamiliaridiomsByofintrinsicsocialandformspunsbrightlanguage,notonlyincreasingofadvertisementsalsoincarnatingadvertisinglanguage,andwhat‘smoregivingpeoplemuchplaceponder.Forexample:⑴nutsfornutsyougetinNi(Advertisementofnut)Fromtheofadvertisingwords,go‖meanstobuynut,butitisidiomwhichmeanscrazygomad.Theapplyingshownutberesistedforpeople.⑵AadaykeepsrestThispieceofmakepeopleassociatingveryfamiliar①Anappleadaykeepsdoctors②Allnoplaymakesadullboy.Thisonlysimulatesstructureofthetwoidiomsaboveatform,citescontents.Aftertheadvertisement,peoplewillgainnewjudgment:ChocolatesofMarsbrandcanbringhealthinpeoplelife,makepeoplefullenergywhenworking,andrelaxfreelywhenresting.[3]at‖Itthetitleofpublicserviceadvertising(PSA)theCommunityDevelopmentAssociation(ofthecoupletohavechildrenmorethantwo.illustrationphotoofWisternChurchillwholetterwithhisforefingerandmiddlegesturemeansvictory.SopeoplecanthatitisvictoryonlyThispictureissowillrememberitToofpeoplemaymoretocontrolthepopulation.[4]theRaincheetahcheattherain.‖ItisanadvertisementinTorontoDailyStar.Thepunnyword‖,thenameofsoundslikewhiletheword‖derives‖.word‖intheitwonderfulandletthatkindcanprotectwell.givespeopleofnoveltyandinterest2.8aofwritingintendingamuseimitatingtheofwritingelse．onlyalsoinparody.ordertoportrayproductwell,designersthefamousnimbly,proverb,literaryreference,fable,Sometimeswillandthehumanupperopeningwhichwouldbeadvantageousformemory.⑴Wearingbelieving.(Underwearadvertisement)Thecomesanidiom:believing.theidiomfamiliarwiththeofadvertisementalsocanbeeasily.⑵SkillPatiencewillwhereforceNecessitytheofInvention.‘sFables)Itbeasanimitationofisthemotherofsuccess‖⑶ornotto，thataThesentenceisderivedfromphrase：‖Tobeorto?Thatthequestion‖,whichisWilliamJustliketheHamletwhomustmakeachoiceanddeathinShakespeare‘sfamoustragedyreading:Hamlet,customersmusttakethesamechoicebetweenperformanceaspect.Butthecancustomerscarwhichishavinganexcellentautomobileandsavingmoneycustomers.2.9AlliterationAlliterationisfigureofspeechuseinoftwomorethatbeginwithsamesound,sequenceofIthastowiththethanforeffect.Itisthesameintervalssincesoundisusuallyconsonantsounditalso"frontForthefairthefurrowfree.AntithesisAntithesisaofinwhichtwoareintentionally,usuallystructureacontrastingofopposingideasinphrases,oraatotheoriginalproposition.Insettingtheoutofcontrastinmeaningdefinition,anobvious.Itthearrangementofinbalancedstructuralformsachieveandemphasis.Antithesisisdifferentfrombecauseitnotneedsstructurebutalsorequeststhetorelative.InadvertisementEnglish,antithesisapplicationcouldadvertsrhythmbright.Forexample:⑴with.Silencedbyoforderlywrittenformregularrhythm,theisconspicuousseeandto⑵TheThehonorofadvertisementemployswithrelativemeanings,whichmarketplaceakindandthesuppleofareofisexcellentandtheofshoppingisfine.⑶No，Nobusinesstoosmall．Intheadvertisement,thedesignmanagestousepairantonymand‖inantithesis,whichemphasizesexcellentabilitythatnoproblemnotsettledandcordialattitudethattheyeverysincerely.FiguresSpeechofspeechlotofsuchwitandhumor,noveltyEspeciallyinlanguageandtrade.fcanfulluseoftosatisfypeople‘srequirement,theproductmayothersandgaintheapplyingofinalanguagewithmeanings,andthisisobviouslyinthelanguageofadvertisement.itslinguisticformsareitsdeepinordereffect,twoortwoofwillusedinonlypieceofadvertisement.Figuresisusefulinandfavored3.1InAdvertisingLanguageTheapplicationspeechmakelively,lifelike,ductslifelike;similemetaphorproductsbrilliantparallelismlanguagestrong;languageFiguresofspeecheffecttoattracttheaudiencesattentionandinspirestheirassociation.Intherapidrhythm,advertisementwithoflikespiceenjoythemselvesintheadvertisingandreducespressurearelaxedenvironment.Aadvertisementpeopleappreciateartespeciallyusingfiguresofspeechinadvertisementisorderlyant