Figures of Speech in Advertising English(9)

英语论文

3 The Influence of Figures of Speech on Advertising English

Figures of speech have a lot of advantages such as conciseness, wit and humor, novelty and vividness. Especially they play important roles in advertising language and foreign trade. f a advertiser can make full use of it to satisfy people‘s requirement, the product may precede others and gain the market.The comprehensively applying figures of speech in advertising English is a kind of language with vigorous life and abundant meanings, and this point is reflected obviously in the language of English advertisement. Because its linguistic forms are rich and varied, and its expression is vivid, Advertising English gives people deep impression. Sometimes, in order to achieve special effect, two or more than two kinds of rhetoric will be used in only one piece of advertisement. Figures of speech is useful in advertisement, and favored by people.

3.1 In Advertising Language

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 and metaphor make products brilliant on their features; parallelism makes language tone more strong; rhyming makes language finger-popping. Figures of speech produce wit and humor effect to attract the audiences‘ attention and inspires their association. In the age of rapid rhythm, advertisement with figures of speech like a spice make people enjoy themselves in the advertising atmosphere, and reduces their pressure in a relaxed environment. A good advertisement is a text from which people can appreciate the art of language, especially advertisement using figures of speech. Figures of speech in advertisement is orderly and antithetic that makes people feel the aesthetic modality of language. The characters of figures of speech, such as vividness, wit and humor, pleasure people‘s spirit and let them enjoy the beauty of language. For instance:―Give your hair a touch of spring.‖It is an advertisement for shampoo. The word ―spring‖ here is very vivid and like a picture in people‘ mind: after using the shampoo, the long hair becomes elastic and shining. When you stand there, your hair will go with wind. Everyone likes beauty, so the advertisement caters for people‘ desire and induces them to buy the product to make them more beautiful.

3.2 In Foreign Trade

With the rapid development of global trading, the competition among the competitors becomes more and more fierce. In order to make their commodity enter into the international markets, merchants divert their attention to advertising English. Advertisements are noticed by more and more people as the child of commodity economy. The advertisements use the simplest and clearest words to express complicated meanings. Quantities of advertisements are translated and brought to the global markets. Figures of speech, which make the advertisement more chic, vivid and attractive. Artistic effect produced by using rhetoric in advertisements gives people enjoyment of beauty, which makes customers accept goods information in the delight atmosphere; at the same time, advertisements achieve their commercial purposes. Nowadays advertising translation has become a potential business. Therefore, wisely dealing with figures of speech in advertisement which has unique functions and features in translation, is important to attract foreign consumers. Many businessmen have taken advantages of those functions and many products that sell well mainly owe their success to their wonderful advertisements, That is, it is principle for advertisers to make good advertisements. Figures of speech can bring advertising a good effect and make readers impressive on both products and language if it's used properly, thus figures of speech play a large role in developing the trade among countries.

4 Conclusion