浅析广告英语中的修辞
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资料包括： 论文(29页6916字)
说明：
摘 要：当今，广告以各种媒体如杂志、报纸、电视、广播、海报、因特网等多种形式不断地出现在我们日常生活中。广告作为现代生活的重要组成部分，以它的独特魅力，对社会经济的发展起着推动作用，在商品进出口中，充当着越来越重要的角色。广告英语中频繁使用的修辞手法有：拟人、比喻、双关、排比、押韵等。这些修辞手法的运用能使英语广告中的产品或服务生动有趣、形象传神，同时赋予广告语言美、音律美。例拟人使产品形象生动；比喻使产品特点鲜明；排比使语言增强语势；押韵使语言富有节奏感等。不管是给产品还是给语言本身，修辞手法在广告英语中合理运用都能给广告带来良好的效果，继而给读者留下深刻印象。
本篇论文主要从音韵、词义、结构三方面讨论分析广告英语中的修辞特点。
关键词 ：广告英语；修辞；音韵；词义；结构
Abstract
Nowadays, we are endlessly bombarded with all kinds of advertisements through various media such as magazine, newspaper, TV, radio, poster and internet, etc. Advertisement takes an important part in modern life, with its special magic power, prompting social and economic development. In import and export business, advertisements play more and more important role. The most frequently used rhetoric devices are: personification, figures of speech, pun, parallelism, rhyming and so on. The application of these rhetoric devices 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; figures of speech make products brilliant on their features; parallelism makes language tone more strong; rhyming makes language finger-popping. Rhetoric devices can bring advertising a good effect and make readers impressive on both products and language if it''s used properly.
This paper mainly talks about rhetoric features of advertising English from three aspects: phonation, vocabulary and syntax.
Key Words
Advertising English; rhetoric; phonation; vocabulary; syntax.
Introduction
Advertising English is not a simple commercial term but a kind of encouraging language with artic charm by using all kinds of lingual skills. The word “advertise” derives from Latin word: advertere, which refers to a means of calling people’s attention to something and induce people to a certain directions（Wang Yanxi,2004）. At present, although advertising explanations from different countries’ scholars are different in the literal, they are largely identical but with minor differences.
With the rapid development of economy, 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. The main function of English advertisements is to propagate the information of the products in order to excite people''s purchase desire.
Advertising English, as a kind of application language, has been apart from the normal English and has developed to a substandard special language because of its special use. Advertising English is different from normal English in structure and rhetoric, and it will change with the development of advertising, science and technology. In order to make the advertisements more attractively, the designers often create their advertisements by using rhetoric, which makes 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.
目录：
AbstractI
Key WordsI
摘要II
关键词II
Introduction1
I. Value of Advertisements2
II. Basic Rhetoric Tactics in Advertising English3
A. Phonation Rhetoric.3
1. Rhyme3
2. Onomatopoeia5
B. Vocabulary Rhetoric6
1. Figure of Speech6
2. Hyperbole9
3. Pun9
4. Personification12
5. Parody13
6. Irony14
7. Coinage14
8. Anticlimax15
C. Syntax rhetoric16
1. Parallelism16
2. Repetition17
3. Antithesis18
Ш. The Comprehensively Applying Rhetoric in Advertising English19
Conclusion21
Acknowledgements23
Bibliography24
参考文献：
Gillian Dyer. Advertising as Communication. Great Britain: The Chaucer Press .1982
Hafer White. Advertising Writing - Putting Creative Strategy to Work. New York: Cambridge University. 1982
Leech, Geoffrey. Advertising in English. London: Longman Press, 1996.
Tanaka, Keiko. The Pun in Advertising: A Pragmatic Approach. Lingua,
1992, (87).
崔刚.广告英语. 北京： 北京理工大学出版社，1992.
冯翠华.英语修辞格. 北京：商务银书馆出版，1983.
冯翠华.英语修辞大全.外语教学与研究出版社， 2005.
胡曙中.现代英语修辞学. 上海：上海外语教育出版社， 2004.
刘明信. 广告英语中的修辞语言美[J].山东电力高等专科学校学报.2006,(4)
倪景亚. 浅析广告英语中的修辞手法[J].嘉兴学院学报. 2003, (1)
欧阳玲珑. 浅谈广告英语中的修辞格及其特点[J].甘肃科技纵横.2007,(1)
时秀梅.广告英语修辞手法初探[J]. 鸡西大学学报：综合版. 2006, (2)
束金星,魏铭亚. 广告英语修辞及其艺术效果漫谈[J]. 曲靖师范学院学报.2002.(5)
孙晓丽.广告英语与实例. 北京：中国广播电视出版社， 1995 .
[15] 唐颖,曲晶.英语修辞学. 吉林：吉林大学出版社， 2004.
[16] 王燕希.广告英语一本通. 北京：对外经济贸易出版社， 2004.
[17] 游耀金. 论广告英语中的修辞[J].辽宁工程技术大学学报：社会科学版. 2005, (4)
[18] 张娟. 浅析广告英语中的修辞技巧[J]. 沙洋师范高等专科学校学报.2004,(4)
[19] 赵炳. 世界绝妙点字1000例.北京：中国广播电视出版社， 1995.
[20] 钟馥兰.广告英语中的修辞格与翻译[J].黎明职业大学学报.2003.(1)
[21] 左韵. 广告英语中的修辞意义[J].科技资讯论.2006,(8)
作者点评：
浅析广告英语中的修辞
Obviously, rhetoric is commonly used in advertising English. It endows Advertising English unique artistic charm. A successful advertisement doesn’t only lay emphasis up on its modifier but also on rhetoric. Because of the use of rhetoric in advertisement, the language becomes more fascinating, humorous, vivid and colorful. The goods which have been advertised are more attractive and spirited to consumers, which give people deep impression.
Advertising English, as a special language and because of its suasive function, has penetrated every corner of the world and has promoted the development of social economy. Paying attention on rhetoric in advertising English is not only a researching trend for designers, but also has significant value for people to study. The important value lies in the following four points:
As for customers, studying rhetoric in advertising English helps them make further recognition about advertisements. They will not only comprehend advertisements by literal meanings, but appreciate them by standing the point of art.
As for advertisement designers, studying rhetoric in advertising English helps them create more successful advertisements. Using all kinds of rhetoric appropriately is available for designers to create classical advertisements which can achieve commercial purpose by simple artistic form.
As for English learners, studying rhetoric in advertising English helps them expand ways of studying English and improve the ability of using English and appreciating English language. When studying rhetoric in advertising English, they would also be moved and attracted by artistic charm in advertisements.
As for products, rhetoric makes advertisements more vivid and acceptable, which helps domestic products enter international markets and be accepted by foreign friends. In the other words, a successful advertisement for goods is a passport to enter international markets.
In a word, a piece of successful advertisement needs ingenious using of rhetoric and a kind of salable product needs a piece of successful advertisement. The function of rhetoric in advertising English is self-evident.
资料包括： 论文(29页6916字)
说明：
摘 要：当今，广告以各种媒体如杂志、报纸、电视、广播、海报、因特网等多种形式不断地出现在我们日常生活中。广告作为现代生活的重要组成部分，以它的独特魅力，对社会经济的发展起着推动作用，在商品进出口中，充当着越来越重要的角色。广告英语中频繁使用的修辞手法有：拟人、比喻、双关、排比、押韵等。这些修辞手法的运用能使英语广告中的产品或服务生动有趣、形象传神，同时赋予广告语言美、音律美。例拟人使产品形象生动；比喻使产品特点鲜明；排比使语言增强语势；押韵使语言富有节奏感等。不管是给产品还是给语言本身，修辞手法在广告英语中合理运用都能给广告带来良好的效果，继而给读者留下深刻印象。
本篇论文主要从音韵、词义、结构三方面讨论分析广告英语中的修辞特点。
关键词 ：广告英语；修辞；音韵；词义；结构
Abstract
Nowadays, we are endlessly bombarded with all kinds of advertisements through various media such as magazine, newspaper, TV, radio, poster and internet, etc. Advertisement takes an important part in modern life, with its special magic power, prompting social and economic development. In import and export business, advertisements play more and more important role. The most frequently used rhetoric devices are: personification, figures of speech, pun, parallelism, rhyming and so on. The application of these rhetoric devices 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; figures of speech make products brilliant on their features; parallelism makes language tone more strong; rhyming makes language finger-popping. Rhetoric devices can bring advertising a good effect and make readers impressive on both products and language if it''s used properly.
This paper mainly talks about rhetoric features of advertising English from three aspects: phonation, vocabulary and syntax.
Key Words
Advertising English; rhetoric; phonation; vocabulary; syntax.
Introduction
Advertising English is not a simple commercial term but a kind of encouraging language with artic charm by using all kinds of lingual skills. The word “advertise” derives from Latin word: advertere, which refers to a means of calling people’s attention to something and induce people to a certain directions（Wang Yanxi,2004）. At present, although advertising explanations from different countries’ scholars are different in the literal, they are largely identical but with minor differences.
With the rapid development of economy, 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. The main function of English advertisements is to propagate the information of the products in order to excite people''s purchase desire.
Advertising English, as a kind of application language, has been apart from the normal English and has developed to a substandard special language because of its special use. Advertising English is different from normal English in structure and rhetoric, and it will change with the development of advertising, science and technology. In order to make the advertisements more attractively, the designers often create their advertisements by using rhetoric, which makes 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.
目录：
AbstractI
Key WordsI
摘要II
关键词II
Introduction1
I. Value of Advertisements2
II. Basic Rhetoric Tactics in Advertising English3
A. Phonation Rhetoric.3
1. Rhyme3
2. Onomatopoeia5
B. Vocabulary Rhetoric6
1. Figure of Speech6
2. Hyperbole9
3. Pun9
4. Personification12
5. Parody13
6. Irony14
7. Coinage14
8. Anticlimax15
C. Syntax rhetoric16
1. Parallelism16
2. Repetition17
3. Antithesis18
Ш. The Comprehensively Applying Rhetoric in Advertising English19
Conclusion21
Acknowledgements23
Bibliography24
参考文献：
Gillian Dyer. Advertising as Communication. Great Britain: The Chaucer Press .1982
Hafer White. Advertising Writing - Putting Creative Strategy to Work. New York: Cambridge University. 1982
Leech, Geoffrey. Advertising in English. London: Longman Press, 1996.
Tanaka, Keiko. The Pun in Advertising: A Pragmatic Approach. Lingua,
1992, (87).
崔刚.广告英语. 北京： 北京理工大学出版社，1992.
冯翠华.英语修辞格. 北京：商务银书馆出版，1983.
冯翠华.英语修辞大全.外语教学与研究出版社， 2005.
胡曙中.现代英语修辞学. 上海：上海外语教育出版社， 2004.
刘明信. 广告英语中的修辞语言美[J].山东电力高等专科学校学报.2006,(4)
倪景亚. 浅析广告英语中的修辞手法[J].嘉兴学院学报. 2003, (1)
欧阳玲珑. 浅谈广告英语中的修辞格及其特点[J].甘肃科技纵横.2007,(1)
时秀梅.广告英语修辞手法初探[J]. 鸡西大学学报：综合版. 2006, (2)
束金星,魏铭亚. 广告英语修辞及其艺术效果漫谈[J]. 曲靖师范学院学报.2002.(5)
孙晓丽.广告英语与实例. 北京：中国广播电视出版社， 1995 .
[15] 唐颖,曲晶.英语修辞学. 吉林：吉林大学出版社， 2004.
[16] 王燕希.广告英语一本通. 北京：对外经济贸易出版社， 2004.
[17] 游耀金. 论广告英语中的修辞[J].辽宁工程技术大学学报：社会科学版. 2005, (4)
[18] 张娟. 浅析广告英语中的修辞技巧[J]. 沙洋师范高等专科学校学报.2004,(4)
[19] 赵炳. 世界绝妙点字1000例.北京：中国广播电视出版社， 1995.
[20] 钟馥兰.广告英语中的修辞格与翻译[J].黎明职业大学学报.2003.(1)
[21] 左韵. 广告英语中的修辞意义[J].科技资讯论.2006,(8)
作者点评：
浅析广告英语中的修辞
Obviously, rhetoric is commonly used in advertising English. It endows Advertising English unique artistic charm. A successful advertisement doesn’t only lay emphasis up on its modifier but also on rhetoric. Because of the use of rhetoric in advertisement, the language becomes more fascinating, humorous, vivid and colorful. The goods which have been advertised are more attractive and spirited to consumers, which give people deep impression.
Advertising English, as a special language and because of its suasive function, has penetrated every corner of the world and has promoted the development of social economy. Paying attention on rhetoric in advertising English is not only a researching trend for designers, but also has significant value for people to study. The important value lies in the following four points:
As for customers, studying rhetoric in advertising English helps them make further recognition about advertisements. They will not only comprehend advertisements by literal meanings, but appreciate them by standing the point of art.
As for advertisement designers, studying rhetoric in advertising English helps them create more successful advertisements. Using all kinds of rhetoric appropriately is available for designers to create classical advertisements which can achieve commercial purpose by simple artistic form.
As for English learners, studying rhetoric in advertising English helps them expand ways of studying English and improve the ability of using English and appreciating English language. When studying rhetoric in advertising English, they would also be moved and attracted by artistic charm in advertisements.
As for products, rhetoric makes advertisements more vivid and acceptable, which helps domestic products enter international markets and be accepted by foreign friends. In the other words, a successful advertisement for goods is a passport to enter international markets.
In a word, a piece of successful advertisement needs ingenious using of rhetoric and a kind of salable product needs a piece of successful advertisement. The function of rhetoric in advertising English is self-evident.