论修辞在英语广告中的应用
【网学提醒】：本文主要为网上学习者提供论修辞在英语广告中的应用，希望对需要论修辞在英语广告中的应用网友有所帮助，学习一下吧!
资料包括： 论文(21页4991字)
说明：
摘 要
广告是人们日常生活中最常见的一种文化现象，不仅提供产品信息，刺激购买力，而且丰富人们的精神生活。
修辞是一种重要的语言表达手段，是用简单具体且充满想象的方法将抽象复杂的思想或进程阐释出来，能够促进情感的传递和思想的表达。
修辞存在于各种文体之中，尤其在英语广告中起着极为重要的作用， 是影响英语广告成败的关键。 论文从分析广告及修辞的定义和功能出发，认真研究了主要修辞手段在英语广告中的作用，包括明喻、暗喻、双关、拟人、平行和押韵等修辞手段，旨在推进广告的进一步发展和提高。
关键词 英语广告; 修辞; 功能
Abstract
Advertisement is a popular cultural phenomenon in people’s daily life. It not only provides the information about products and stimulates the purchasing power, but also enriches people’s ideological life.
Rhetoric is one kind of important expressive device in language. It refers to interpreting abstract and complex ideas or processes through simple and concrete methods. Since rhetoric is full of imagination, it can promote the transmission and communication of emotions and ideas.
Rhetoric exists in writings with various styles, especially, in advertisements. Rhetoric plays a very important role in English advertisement, acting as a key element for the success of an advertisement. The thesis, based on the respective studies of the definition of advertisement and rhetoric, makes a careful analysis of the use of main rhetorical devices in English advertisement, including simile, metaphor, pun, personification, parallelism and rhyme, targeting at promoting the further development of advertisement.
Key Words
English advertisements; rhetoric; function
Introduction
Nowadays, concerning with advertisement, different people have different opinions. For most of the people, the distinct feature of advertisement is that advertisement is a combination of content and style. That is to say, a good advertisement not only has attraction in content, but also has charm in style. Obviously, the determinative factor of a good or a bad advertisement is whether the use of rhetoric is appropriate or not. It can be found that the use of rhetoric plays a very important role in advertisement. Without the use of rhetoric, absolutely, there is no good advertisement. Therefore, it is necessary to make an analysis and study on this subject.
The whole thesis is concerned about the use of rhetoric in English advertisement, and the thesis is divided into three parts. The first part talks about the definition and function of advertisement. The second part illustrates the definition and function of rhetoric. The third part makes a carefully study on the use of main rhetorical devices in English advertisement, such as, simile, metaphor, pun, personification, parallelism and rhyme.
目录：
AbstractI
Key WordsI
摘要II
关键词II
Introduction1
I. Advertisement2
A. The Definition of Advertisement2
B. The Function of Advertisement2
II. Rhetoric3
A. The Definition of Rhetoric3
B. The Function of Rhetoric3
III. An Analysis of Rhetoric in English Advertisement4
A. Simile4
B. Metaphor5
C. Pun6
D. Personification8
E. Parallelism10
F. Rhyme10
Conclusion14
Acknowledgements15
Bibliography16
参考文献：
Aristotle. Rhetoric. translated by W. Rhys Roberts (New York: Modern Library,)
1954.
Beidler, Peter G. Writing Mattes. Chengdu: Sichuang University Press, 2003.
George Watson. Writing A Thesis. Chengdu: Sichuang University Press, 2003.
Thomas C. O’Guninn. Advertising. Jinlin: Jinlin Univertsity press, 1998.
陈赤兒. 英文广告中的修辞[J]. http://www.cmo.com.cn/0609s/qywh/cme.htm
陈淑华. 英语修辞与翻译[M]. 北京：北京邮电出版社，1990.
方梦之，毛忠明. 英汉-汉英应用翻译教程 第三版[M]. 上海：上海外语教育出版社，2002.
冯翠华. 英语修辞大全[M]. 上海：外语教学与研究出版社，1995
胡曙中. 现代英语修辞学[M]. 上海：上海外语教育出版社，2004.
胡壮麟. 语言学概论[M]. 北京：北京出版社，2001年.
刘秀玉. 新编简明英语广告写作手册[M]. 北京：知识出版社，2002.
孙晓丽. 广告英语与实例][M]. 北京：中国广播电视出版社，1995.
孙毅娟. 英文广告语中修辞手法的学习与研究[J]. http://www.gdbjzx.com/cms/fj/2005yjx/05-12.doc
唐颖，曲晶. 英语修辞学[M]. 吉林: 吉林大学出版社，2004.
[15] 魏玉杰. 英汉对照英语广告手册[M]. 北京：机械工业出版社，1995.
[16] 王德春. 现代修辞学[M].上 海：上海外语教育出版社，2001.
[17] 文军. 英语修辞格辞典[M]. 重庆：重庆大学出版社，1992.
[18] 张莉,李成明. 广告英语中的双关及翻译技巧[J]. 山东师范大学外国语学院学报，2002.
[19] 周晓. 现代英语广告[M].上海：上海外语教育出版社，1998.
作者点评：
论修辞在英语广告中的应用
English advertisements can encourage competition, guide consumption, promote sales, and transmit information. Rhetoric can make language vivid and humorous. Simile, metaphor, pun, personification, parallelism, rhyme are the most frequently used rhetorical devices in English advertisements, which can achieve desired effects of English advertisements. For the use of rhetoric in English advertisements, English advertisement composers can use the simplest language to express the most complex meaning, which makes the rhetoric fully express its charm.
From the analysis and study above, it can be found that the use of rhetorical devices contributes a lot to successful advertisements. Rhetorical devices are the determinative factors in English advertisement. For this reason, advertisers often make use of rhetorical devices to increase the readability and attraction of advertisements and to arouse consumers’ interest of buying products.
Generally speaking, by analyzing and studying the use of rhetoric in advertisement, more wonderful advertisements can be appreciated and the quintessence of rhetoric can be grasped. Undoubtedly, the use of rhetoric in advertisement gives an advertisement another new birth, makes the advertisement lively and impresses the customers greatly.
资料包括： 论文(21页4991字)
说明：
摘 要
广告是人们日常生活中最常见的一种文化现象，不仅提供产品信息，刺激购买力，而且丰富人们的精神生活。
修辞是一种重要的语言表达手段，是用简单具体且充满想象的方法将抽象复杂的思想或进程阐释出来，能够促进情感的传递和思想的表达。
修辞存在于各种文体之中，尤其在英语广告中起着极为重要的作用， 是影响英语广告成败的关键。 论文从分析广告及修辞的定义和功能出发，认真研究了主要修辞手段在英语广告中的作用，包括明喻、暗喻、双关、拟人、平行和押韵等修辞手段，旨在推进广告的进一步发展和提高。
关键词 英语广告; 修辞; 功能
Abstract
Advertisement is a popular cultural phenomenon in people’s daily life. It not only provides the information about products and stimulates the purchasing power, but also enriches people’s ideological life.
Rhetoric is one kind of important expressive device in language. It refers to interpreting abstract and complex ideas or processes through simple and concrete methods. Since rhetoric is full of imagination, it can promote the transmission and communication of emotions and ideas.
Rhetoric exists in writings with various styles, especially, in advertisements. Rhetoric plays a very important role in English advertisement, acting as a key element for the success of an advertisement. The thesis, based on the respective studies of the definition of advertisement and rhetoric, makes a careful analysis of the use of main rhetorical devices in English advertisement, including simile, metaphor, pun, personification, parallelism and rhyme, targeting at promoting the further development of advertisement.
Key Words
English advertisements; rhetoric; function
Introduction
Nowadays, concerning with advertisement, different people have different opinions. For most of the people, the distinct feature of advertisement is that advertisement is a combination of content and style. That is to say, a good advertisement not only has attraction in content, but also has charm in style. Obviously, the determinative factor of a good or a bad advertisement is whether the use of rhetoric is appropriate or not. It can be found that the use of rhetoric plays a very important role in advertisement. Without the use of rhetoric, absolutely, there is no good advertisement. Therefore, it is necessary to make an analysis and study on this subject.
The whole thesis is concerned about the use of rhetoric in English advertisement, and the thesis is divided into three parts. The first part talks about the definition and function of advertisement. The second part illustrates the definition and function of rhetoric. The third part makes a carefully study on the use of main rhetorical devices in English advertisement, such as, simile, metaphor, pun, personification, parallelism and rhyme.
目录：
AbstractI
Key WordsI
摘要II
关键词II
Introduction1
I. Advertisement2
A. The Definition of Advertisement2
B. The Function of Advertisement2
II. Rhetoric3
A. The Definition of Rhetoric3
B. The Function of Rhetoric3
III. An Analysis of Rhetoric in English Advertisement4
A. Simile4
B. Metaphor5
C. Pun6
D. Personification8
E. Parallelism10
F. Rhyme10
Conclusion14
Acknowledgements15
Bibliography16
参考文献：
Aristotle. Rhetoric. translated by W. Rhys Roberts (New York: Modern Library,)
1954.
Beidler, Peter G. Writing Mattes. Chengdu: Sichuang University Press, 2003.
George Watson. Writing A Thesis. Chengdu: Sichuang University Press, 2003.
Thomas C. O’Guninn. Advertising. Jinlin: Jinlin Univertsity press, 1998.
陈赤兒. 英文广告中的修辞[J]. http://www.cmo.com.cn/0609s/qywh/cme.htm
陈淑华. 英语修辞与翻译[M]. 北京：北京邮电出版社，1990.
方梦之，毛忠明. 英汉-汉英应用翻译教程 第三版[M]. 上海：上海外语教育出版社，2002.
冯翠华. 英语修辞大全[M]. 上海：外语教学与研究出版社，1995
胡曙中. 现代英语修辞学[M]. 上海：上海外语教育出版社，2004.
胡壮麟. 语言学概论[M]. 北京：北京出版社，2001年.
刘秀玉. 新编简明英语广告写作手册[M]. 北京：知识出版社，2002.
孙晓丽. 广告英语与实例][M]. 北京：中国广播电视出版社，1995.
孙毅娟. 英文广告语中修辞手法的学习与研究[J]. http://www.gdbjzx.com/cms/fj/2005yjx/05-12.doc
唐颖，曲晶. 英语修辞学[M]. 吉林: 吉林大学出版社，2004.
[15] 魏玉杰. 英汉对照英语广告手册[M]. 北京：机械工业出版社，1995.
[16] 王德春. 现代修辞学[M].上 海：上海外语教育出版社，2001.
[17] 文军. 英语修辞格辞典[M]. 重庆：重庆大学出版社，1992.
[18] 张莉,李成明. 广告英语中的双关及翻译技巧[J]. 山东师范大学外国语学院学报，2002.
[19] 周晓. 现代英语广告[M].上海：上海外语教育出版社，1998.
作者点评：
论修辞在英语广告中的应用
English advertisements can encourage competition, guide consumption, promote sales, and transmit information. Rhetoric can make language vivid and humorous. Simile, metaphor, pun, personification, parallelism, rhyme are the most frequently used rhetorical devices in English advertisements, which can achieve desired effects of English advertisements. For the use of rhetoric in English advertisements, English advertisement composers can use the simplest language to express the most complex meaning, which makes the rhetoric fully express its charm.
From the analysis and study above, it can be found that the use of rhetorical devices contributes a lot to successful advertisements. Rhetorical devices are the determinative factors in English advertisement. For this reason, advertisers often make use of rhetorical devices to increase the readability and attraction of advertisements and to arouse consumers’ interest of buying products.
Generally speaking, by analyzing and studying the use of rhetoric in advertisement, more wonderful advertisements can be appreciated and the quintessence of rhetoric can be grasped. Undoubtedly, the use of rhetoric in advertisement gives an advertisement another new birth, makes the advertisement lively and impresses the customers greatly.