英语广告语中的修辞.ppt

1、Rhetorical Devices In Advertising English,Rhetorical devices are variations of literal or ordinary form of expressions. Their use is to make the thought more striking and effective(更显著、更有效), for they have the power to vivify and illustrate（赋予生命力）. Advertisers often use various rhetorical devices to

2、increase the readability(可读性) and appeal（吸引力） of an advertisement and to arouse consumers interest of buying the product.,Simile & Metaphor 比喻,Accordingtothesimilarityoftwo differentkindsofthings,oneisused to describetheother,whichcan betterdescribe orrender characteristics ofthings.,Featherwater, l

3、ight as a feather. （Featherwater牌眼镜的广告）法泽瓦特眼镜轻如羽毛。 Similesareusedinadvertisementstovividly highlightthecharacteristicsoftheproduct, therebyto impressthecustomers.,Youd better off under the Umbrella. （旅游保险公司的广告）你最好在保护伞下。 MetaphorisafiguretodirectlydescribeAasB,therelationshipbetweenthemandtheir simil

4、aritiesareimplicit,soastoexplainthings morevividlyandmoreprofoundly.,Antithesis 对偶,Antithesis is a counter-proposition （相对的命题）and denotes（表示） a direct contrast to the original proposition.,1. The Winter Sports Car Hot When Its Cold. （赛车广告）在冬天赛车仍然热卖。 “hot”与“cold”这对反义词相映成趣，表明冬季赛车销售依然火爆。 2. Tides In. D

5、irts Out. （汰渍洗衣粉的广告）干净进来，肮脏出去。 “in”和“out”两个反义语，形象地显示出汰渍洗衣粉的去污力。,In setting the opposite, an individual brings out a contrast in the meaning by an obvious contrast in the expression. This special pattern can attract peoples attention and easily keep it in mind.,Personification 拟人,Inanimate（没有生命的） obj

6、ects or abstractions（抽象的） are endowed with（被赋予） human qualities or are represented as possessing human form.,It handles the road as easily as it handles Mother Nature. （福特Ford汽车广告）他能很轻松地对付道路。 Unlike me, my Rolex never needs a rest. 和我不一样，我的劳力士手表从不需要休息。,Thus, the product could have human emotion, and

7、 looks amicable（友好的） to consumers. It adds beauty and vividness to description.,Parallelism 排比,Parallelism means giving two or more parts of the sentences a similar form so as to give the whole a definite pattern.,M & Ms melt in your mouth, not in your hands. 只溶在口，不溶在手（玛氏巧克力以干净方便闻名）。 The CORDIA, sha

8、ped by the wind, born for the road. CORDIA汽车，流线型设计，天生适于道路行驶。,Its a balance of two or more similar words, phrases, or clauses. The application of parallelism in sentence construction can sometimes improve writing style clearness and readability.,Alliteration 押头韵,Alliteration is the repetition of the

9、initial consonant cluster（辅音连缀） in stressed syllables（音节）. Alliteration is usually used to form a connection of similarity or a connection of contrast.,Hi-Fi, Hi-Fun, Hi-Fashion, only from Sony. 高保真，高乐趣，高时尚，只来自索尼。 Sea, sun, sand, seclusionand Spain! 大海、太阳、沙滩、幽静西班牙！ Sweet, Smart & Sassy! (美国Sunkiss 柑

10、橘广告)味道甜美,外形可爱,香味浓烈。,Hi-fi = high fidelity 高保真 Seclusion：与外界隔绝 Sassy: 充满活力的, 时髦的,Have the effect of highlighting the characteristics of the product, deepening the impression of readers. To the readers, its a enjoyment of visual and music beauty. 运用押头韵起到了重点突出、加深印象的作用,给读者以视觉美和音乐美的享受。,Hyperbole 夸张,Hyper

11、bole is a common figure of speech popular known as exaggeration or overstatement to achieve emphasis.,1. Take Toshiba, take the world. 拥有东芝，拥有世界 2. Now Sony turns your living room, you car and your backpack into a concert hall. （索尼音响装置广告）索尼音响把你的客厅、汽车和背包都变成音乐厅！,Its not the same as telling lies. With hyperbole, there is n