Figures of Speech in Advertising English

英语论文

Figures of Speech in Advertising English

广告英语中的修辞格

Abstract

Nowadays, we are endlessly bombarded with all kinds of advertisements through various media such as magazine, newspaper, TV, radio, poster and internet, etc. Advertisements play more and more important role, especially in import and export business. Advertisement takes an important part in modern life, with its special magic power, prompting social and economic development. Advertising English is mainly characterized by its originality, flexibility of language usage and the diversity of the forms. Apart from the distinguishing features at lexical and syntactic levels, rhetorical vehicles, as decorative devices of language, are frequently employed in advertising English. The most frequently used figures of speech are: personification, simile, pun, parallelism and so on. The application of these figures of speech can make products or services lively, interesting, visualized, and lifelike, also endow the advertising English with the beauty of rhythm and English language. Personification makes products lively and lifelike; simile make products brilliant on their features; parallelism makes language tone more strong. Figures of speech can bring advertising a good effect and make readers impressive on both products and language if it's used properly. The pragmatic application of figures of speech in advertising is a frequently used strategy. From a fairly wide range of typical advertisement data, we have made an attempt to analyze the deliberate application of several figures of speech in common.

Key Words: Figures of speech; Advertising ; Application

摘 要

当今，广告以多种媒体形式如杂志、报纸、电视、广播、海报、因特网等多种形式出现在我们日常生活中。尤其在商品进出口中，广告充当着越来越重要的角色。广告作为现代生活的重要组成部分有着独特魅力，它对社会经济的发展起着推动作用。广告英语的独特性在于其新颖、灵活的语言及其形式的多样化，除了在词汇和句法方面别具一格外，修辞手法也被广泛地运用来润色广告语言。广告英语中频繁使用的修辞手法有：拟人、比喻、双关、排比等。这些修辞格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。例如：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。不管是对产品还是对语言本身，修辞格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。修辞格的应用是广告英语中的一种常用策略，本文选取一些有代表性的广告案例，在此基础上着重分析了几种常见修辞格的应用及其产生的广告效果。

关键词：修辞格; 广告英语; 应用

Table of Contents

1 Introduction .............................................................................................................................................. V

1.1 About the Advertising English .................................................................................................. V

1.2 About the Figures of Speech ........................................................................................................... V

1.3The Motivation of the Study ........................................................................................................... VI 2 The Application of Figures of Speech in Advertising English ............................................................ VI

2.1 Simile ............................................................................................................................................. VI

2.2 Metaphor ...................................................................................................................................... VII