Figures of Speech in Advertising English(4)

英语论文

2.2 Metaphor

Metaphor a figure of speech in which a word or phrase literally denoting one kind of object/idea is used in place of another dissimilar object/idea to suggest a likeness; ascribing to the first some of the qualities of the second. Unlike a simile or analogy, metaphor asserts that one thing is another thing , not just that one is like another. It is another linguistic process used to make comparisons between the attributes of one thing and something else. It is like a simile, also makes a comparison between two unlike elements, but unlike a simile, this comparison is implied rather than stated .There is a formal difference between simile and metaphor, in which the words ―like‖ and ―as‖ do not appear. For instance: ⑴Time is what you make of it.(Swatch) Here this piece of advertisement embody the quality of the watch vividly and also draw people‘s heart at the same time,because it meet people‘s value to time.[2] The most sensational place to wear satin on your lips. (Lipstick) In this piece of advertisement, satin alludes to lipstick. That is to say, this kind of lipstick rouged on one‘s lips where is full of enthusiasm, it seems wearing the ruminant and silky satin. The euphemistic and implicit description makes consumers full of imagination and expectation.⑶One great gift, a million ways to enjoy it together. (Carnival Group advertisement) This is an advertisement of "Carnival". Liken ―Carnival" into "gift" in the advertisement is to signify that this product can bring the joyful sense to people. It makes people produce the good morale, actually ―Carnival " was the amusement park, such an advertisement made people happy, thus appeal to more visitors.[4] Something within you is Dior. (Christian Dior). This is the advertisement of perfume ―poison‖ brought for the international brand CD of cosmetic series. On the propagandism of ―poison‖, the smart use of metaphor is manifested thoroughly. Is fascination existing inherence and emanating spontaneous or poison subsisting in heart and spreading voluntary? Two weeks later after the perfume coming to the world, one bottle of perfume is sold per fifty seconds and the action has broken world‘s record. Certainly, this piece of advertisement gives its contribution in selling the products.

2.3 Personification

Personification is giving human traits (qualities, feelings, action, or characteristics) to non-living objects (things, colors, qualities, or ideas). It is a figure that endows objects, animals, ideas, or abstractions with human form, character, or sensibility. By personification, a product is personified as an image with emotions and thought．In the other words, the use of personification in advertisement can make ordinary goods become rich of emotion, give the target audience cordial sense. Customers will think they are not reading the advert，but talking with their old friends. For example: ⑴It handles the road as easily as it handles Mother Nature.(Ford cars advertisement) Here cars are personified,which can riding on the road freely ang can master their road skillfully. People are willing to buy them at ease.⑵ Why your skin drinks it down so quickly? ―Skin‖ is personified in the advertisement, which drinks OLAY quickly. Because of personification on ―skin‖, the charm of OLAY displays incisively and vividly. ⑶ Hi, I‘m rusty Jones. I‘m the one new car option you can buy that will actually appreciate in value. I‘ll stay with you, winter and summer, day and night. No vocations, not even a coffee break saving your car from rust. And a rust– free car is always worth more.‖ This is an advertisement of rust inhibitor of Mates Company U.S.A. This advertisement, call the rust inhibitor Rusty Jones, make consumer produce cordial sense to read, dispel consumer vigilance of this product, thus win the confidence and approval of people, and thus find a good market for the products.[4] Unlike me，my Rolex never needs a rest (RO LEX) Rolex is anthropomorphized and doesn‘t need to rest, which alludes the watch with sufficient power and keeping good time. That is different from the other watches. Personification used in the advertisement hit the point of its superiority—quality of Rolex can be trusted. In people‘s eyes, quality is the first reason for them to