Figures of Speech in Advertising English(2)

英语论文

2.3 Personification .............................................................................................................................. VII

2.4 Parallelism ................................................................................................................................... VIII

2.5 Repetition .................................................................................................................................... VIII

2.6 Irony ............................................................................................................................................... IX

2.7 Pun .................................................................................................................................................. IX

2.7.1 Homophonic Puns ............................................................................................................... IX

2.7.2 Semantic Puns .................................................................................................................... 8

2.7.3 Syntax Puns .......................................................................................................................... X

2.7.4 Idiom or Vulgarism............................................................................................................... X

2.8 Parody ............................................................................................................................................ XI

2.9 Alliteration ...................................................................................................................................... XI

2.10 Antithesis ...................................................................................................................................... XI 3 The Influence of Figures of Speech on Advertising English .............................................................. XII

3.1 In Advertising Language .............................................................................................................. XII

3.2 In Foreign Trade ........................................................................................................................... XII 4 Conclusion .............................................................................................................................................. XII

4.1 Major findings ............................................................................................................................. XIII

4.2 Limitations .................................................................................................................................. XIII References ................................................................................................................... 错误！未定义书签。 Acknowledgements ..................................................................................................... 错误！未定义书签。 1 Introduction

1.1 About the Advertising English

As a practical style, advertising English has its unique stylistic characteristics and obvious aims. American Marketing Association (AMA) defines Advertisements as “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.” With time going on, advertising are developing faster and faster. Advertisements are getting their way into people‘s daily life .they may smile to people from the television screen, shout to people from the radio loudspeakers, wave invitingly to people from every page of the newspaper and magazine, pluck at their sleeves on the buses, signal to people from roadside billboards, and flash to people on the Internet. However, whatever the promotive strategies advertising takes, language is the main carrier of message all along, as the book The Language of Advertising by Vestergard and Schroder says, “Advertising takes many forms, but in most of them language is of crucial importance.” In order to enhance the appeal of an advertisement, advertisers pay much attention not only to the choice of words or phrases s, but also touch expressive devices as plates, color and the layout of a printed pigeon , to make an advertisement beautiful and attractive. At the same time, as a popular language, English is widely used throughout the world and has become an international language in communication. Each day, quite a lot of English words come into people‘s daily life .Thus it is necessary to combine English and advertisement for the communication and trade among countries.

1.2 About the Figures of Speech

In the practice of the advertising English, people pay more attention to figures of speech to make the advertisement succinct, accurate and vivid and to provide rich imagination and plentiful associations for readers so as to stimulate their desire .The frequent and wide use of figures of speech is an important characteristic of advertising English, which is an effective way to make the advertisement attractive.