Figures of Speech in Advertising English(8)

英语论文

the sentence makes it wonderful and let people feel that this kind of raincoat can protect the consumers well. Pun gives people impression of novelty and interest

2.8 Parody

Parody is a piece of writing intending to amuse by imitating the style of writing used by anybody else．There is not only imitation but also change in parody. In order to portray the product image well, designers often use the famous phrase nimbly, including proverb, maxim, literary reference, fable, and idiom and so on. Sometimes they will change a famous phrase and make the human ring the upper opening which would be advantageous for the memory. ⑴ Wearing is believing. (Underwear‘s advertisement) . The sentence comes from an English idiom: Seeing is believing . Because the idiom is familiar with everybody, the piece of advertisement also can be remembered easily. ⑵ Skill and Patience will succeed where force fails. Necessity is the mother of Invention. (Aesop‘s Fables) It can be viewed as an imitation of ―Failure is the mother of success‖ ⑶ To smoke or not to smoke，that is a question. The sentence structure of the advertisement is derived from a famous phrase：‖To be or not to be ? That is the question‖, which is made by William Shakespeare. Just like the hero Hamlet who must make a choice between life and death in Shakespeare‘s famous tragedy reading: Hamlet, customers must take the same choice between automobile performance and the economical aspect. But the advertiser can provide customers the car which is both having an excellent automobile performance and saving money for customers.

2.9 Alliteration

Alliteration is a figure of speech which is the use in close proximity of two or more sounds that begin with the same sound, or sequence of sound. It has to do with the sound rather than the sense of words for effect. It is a device that repeats the same sound at frequent intervals and since the sound repeated is usually the initial consonant sound , it is also called "front rhyme". For instance, the fair breeze blew, the white foam flew, the furrow followed free.

2.10 Antithesis

Antithesis a figure of balance in which two contrasting ideas are intentionally juxtaposed , usually through parallel structure and a contrasting of opposing ideas in adjacent phrases, clauses, or sentences. is a counter-proposition and denotes a direct contrast to the original proposition. In setting the opposite, an individual brings out of a contrast in the meaning (e.g., the definition, interpretation, or semantics) by an obvious contrast in the expression .It is the deliberate arrangement of contrasting words or ideas in balanced structural forms to achieve force and emphasis. Antithesis is different from parallelism, because it not only needs neat sentence structure but also requests the meanings to be opposite or relative. In advertisement English, antithesis application could make adverts‘ rhythm bright. For example: ⑴ Designed with a computer . Silenced by a laser. Built by a robot . Because of the orderly written form and regular rhythm, the advertisement is conspicuous to see and sweet to listen. ⑵ The choice is yours. The honor is ours. (Shop) This piece of advertisement employs antithesis with neat structure and relative meanings, which makes marketplace and consumers formed a kind of invisible privities and friendships, and also manifest the features that the supple of goods are plenteous, the service of staffer is excellent and the condition of shopping is fine. ⑶ No problem too large，No business too small．(IBM) In the advertisement, the designer manages to use a pair of antonym ―large‖ and ―small‖ in antithesis, which emphasizes the machine‘s excellent ability that no problem can not be settled and the cordial attitude that they do every business sincerely.