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广告英语修辞 Advertising English


The Beauty of Rhetoric in Adverting English
Abstract In modern society, under the situation of economic globalization, the internationalization of advertising is becoming increasingly obvious. Advertising English, as an applied language, is fascinating and persuasive. It plays a significant role in communication and persuasion. In this thesis, it aims to probe into the the features and beauty of rhetoric in advertising English. Analysis of rhetoric in advertising English is completed by reading some documents and books, researching some corpus and establishing a new corpus, which is especially prepared for advertising English. By this means, the features of rhetoric in advertising English can be grasped. In this thesis, the features and beauty of rhetoric in advertising English is tentatively discussed. The paper introduces some typical kinds of rhetoric devices in English adverting, such as analogy, personification, repetition and rhyme. Totally, there are four sections in this thesis: the first section is concerned about the definition and function of advertisements; the second one talks about the definition and function of rhetoric; the third part illustrates the definition and function of rhetoric, and some basic rhetoric devices in advertising English; the last part makes a conclusion. Up to now, rhetoric in advertising English has enhanced the appeal of language and also promote economy. Key Words
摘 要

advertising English; rhetoric; feature

论广告英语修辞之美 经济全球化使广告国际化愈发明显。广告英语作为一种应用性语言充满魅力和说服力,

起着交流和劝导的重要作用,本文旨在探讨广告英语的修辞特征及其艺术效果。广告英语的解析 是通过阅读文献书籍,查询一些语料库后并建立一个新的语料库而完成的,并且这个新语料库专 门是为广告英语而准备。通过这种方法,我们可以掌握广告英语的特征。 广告英语的修辞美及特征也将在本文初步讨论。本文还介绍了一些典型的修辞在英语广告, 如比喻、拟人、重复、押韵。全篇可分为四个部分:第一部分讨论广告的定义和功能;第二部分讨 论修辞的定义和功能; 第三部分阐明了修辞的定义和功能,和一些基本的修辞在广告英语; 最后一 部分做出总结。目前为止,广告英语修辞增强了语言的感染力的同时,也促进了经济的发展。 关键词 广告英语;修辞;特点

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Contents
Introduction ................................................................................................................................................ 1 Ⅰ. Advertisements ..................................................................................................................................... 1 1.1 Definition of Advertisements ....................................................................................................... 1 1.2 Functions of Advertisements ........................................................................................................ 2 1.2.1 To provide information...................................................................................................... 2 1.2.2 To attract customers .......................................................................................................... 2 1.2.3 To promote sales and profits ............................................................................................. 2 1.3 Some studies on advertising English ............................................................................................ 2 Ⅱ. Rhetoric ................................................................................................................................................ 3 2.1 Definition of Rhetoric .................................................................................................................. 3 2.2 Functions of Rhetoric ................................................................................................................... 3 2.3 Requirements of Rhetoric ............................................................................................................. 4 2.4 Commonly used rhetoric in advertising English .......................................................................... 4 Ⅲ.Classification of rhetorical devices ....................................................................................................... 4 3.1 Lexical Stylistic Devices ............................................................................................................ 4 3.1.1 Pun..................................................................................................................................... 4 3.1.1.1 Pun on Polysemy .................................................................................................... 5 3.1.1.2 Pun on Homonymy ................................................................................................. 5 3.1.1.3 Pun on Parody ........................................................................................................ 6 3.1.2 Simile ................................................................................................................................ 7 3.1.3 Metaphor ........................................................................................................................... 8 3.1.5 Hyperbole .......................................................................................................................... 9 3.2 Syntactical Stylistic Devices ........................................................................................................ 9 3.2.1 Repetition .......................................................................................................................... 9 3.2.2 Parallelism ....................................................................................................................... 10 3.3 Phonetic Stylistic Devices ........................................................................................................ 10 3.3.1 Alliteration ...................................................................................................................... 10 3.3.2 End rhyme ....................................................................................................................... 11 3.3.3 Onomatopoeia ................................................................................................................. 11 Conclusion................................................................................................................................................ 12 Bibliography ............................................................................................................................................. 14 Acknowledgements .................................................................................................. 错误!未定义书签。

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The Beauty of Rhetoric in Adverting English
Introduction
Language, as a main form of expression of art, its purpose lies in the aesthetic. It can touch people with noble taste and spiritual enjoyment. Advertising English which belongs to a kind of unique language, has its own characteristics. The purpose of advertising English not only expresses aesthetic, but also provides the information of products or service, arouses people's attention and stimulates consumption. To this extend, advertising English has dual property. On one hand, it is an applied language, on the other hand, it has aesthetic value. Leech (4) referred to it as "sub-literary genre’’. Therefore, advertising English changed the condition that consumers simply accept the information of commodity, it can also bring aesthetic experience to people, and evoke people's desire of consuming with beauty. With the rapid development of economy, advertising has an indispensable part in people’s daily life in many aspects: the internet, books,newspaper, TV and together with films. Therefore, it makes up a large part in consumption. To catch people’s attention, rhetoric is a kind of strategy. Based on theme and situation, rhetoric expresses message via a variety of language materials and technique of expression. Rhetoric makes adverting English vivid and colorful. In a common sense, Rhetoric ,that is ,rhetoric devices or kinds of figures of speech, combines words and sentences together with high efficiency. Thus, the expressions concerned with advertising can be catchy, heart-shaking and convincing. There are some typical kinds of rhetoric, such as personification, metaphor, pun, exaggeration, rhyme, etc. All of them enrich advertising English. Therefore, many advertisement prefer to add at least one kind of rhetoric in their advertisements.

Ⅰ. Advertisements
Advertisement has penetrates in people’s daily life for many years. It has a long history. The word “advertise” ,stemming from Latin word “advertere”, refers to a way of attracting people’s interest and guiding people in a certain direction(Bovee 19). Later it evolved into the meaning that it can arouse attention or let people know something. Presently, although the experts with different nationalities has various views on the advertising elaboration, advertising elaboration are essentially the same.

1.1 Definition of Advertisements
The American Marketing Association has defined as follows: “advertisement is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various

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media ”(zhao 3). This definition highlights the communicative and persuasive characteristics of advertising. Advertisements have taken many different kinds of forms from ancient times. Advertisement devices include many kinds, such as banners at sporting events, billboards, and Internet Web sites, logos on clothing, magazines, newspapers, radio spots, and television commercials. In the daily life, people are overwhelmed by a lot of advertisements. It is said that the individuals can expect to be exposed to more than 1,200 different advertisement messages each day(Li 54). Therefore, advertisements are popular in people’s daily life.

1.2 Functions of Advertisements 1.2.1 To provide information
Business advertising is intended to products or services and differentiate products from others. Advertisements tell consumers the information about a specific product, brand or service. Thus, deepening the understanding of the product can arouse the customer’s purchase interest and desire to buy. It is bound to focus on advertising their products or services. For example, the advertisement of computers may express the information of computer as following: the operating performance of its security and stability, or the exquisite and meticulous process, or ornate style is unique, or the enhanced level of service, too much aspect to mention. At the same time,trade information will be in advertising, so that consumers can know where to purchase this product or enjoy this service.

1.2.2 To attract customers
Advertisements can induce new customers and gain repeated customer. New advertisements can touch the heart of customers. It seems that once purchased, the body and mind can suddenly relax times, which is the charm of advertising. Moreover, advertisements can also refresh the memory of customers, constant innovation, and they may frequently carry out the most intimate contact.

1.2.3 To promote sales and profits
After attracting customers to purchase the products, the markets of the product can be expanded., sales and profits can be promoted. In addition, they can also improve people's cultural life and spread information which promotes the prosperity of society.

1.3 Some studies on advertising English
As a kind of applied language, advertising English has its special functions. It quite differs from general English in its diction. For a Long time, studies have been made on this type of language through different approaches, which can be summarized into the following types: (1)studies on the characteristics and functions of advertising English and

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its translation; (2)comparative studies on language between English advertisements and Chinese ones; (3)studies on the strategies or criteria for the translation of advertising English; (4)the application of rhetoric in advertising English. Apparently, most of the previous studies laid stress on practicality but few of them study advertising English from the aspect of aesthetic or beauty. Historically, aesthetic research has been confined to literary translation, whereas this kind of study on advertising English has been much neglected and findings in this field are limited, and have not developed comprehensively, scientifically and systematically. The purpose of advertising is to introduce the beautiful qualities of products or service and leave beautiful images of enterprises to the customers and thus urge them to pursue the products or enjoy the service. And it requires that the advertising in itself should be a beautiful work that is attractive. Therefore, there exist certain aesthetic values in advertising English. In this sense, advertising English is a kind of art. This thesis deals with the beauty of rhetoric in advertising English.

Ⅱ. Rhetoric
Rhetoric can be found in any forms of writing—poetry, prose, drama, fictional and non-fictional writing, and advertisements. The understanding about the definition and function of rhetoric is helpful and instructive for the use of rhetorical devices.

2.1 Definition of Rhetoric
Aristotle was one of the most famous thinkers and orators in Greek. In his famous book Rhetoric, rhetoric was defined as “the art of persuasion”(Aristotle 3). While John Locke, the noted English philosopher of the latter part of the 17th century, said that rhetoric was the science of oratory, the art of speaking with elegance, and force(Fower 17). At present, the meaning of rhetoric has been extended. It features in the elaborate application of language, the high-efficiency and persuasion of the function and the clarity of its expression.

2.2 Functions of Rhetoric
Rhetorical devices are variations of literal or ordinary forms of expressions. It aims to make the thought more striking and effective. The successful rhetorical device creates splendid and abundant imagination, makes the speech or writing vivid, impressive and interesting. Rhetorical devices can make language more vivid by using the simple words to express complex meanings. Via the application of rhetoric, even abstract ideas can become concrete. Rhetoric can make the modified subjects more prominent, distinctive, and specific. The language can give people more space to imagine. Meanwhile, to explore

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obvious effect of aesthetic rhetorical, the author make a tentative attempt to elaborates on the aesthetic rhetoric in advertising language.

2.3 Requirements of Rhetoric
The essential point of rhetoric is how to explore an effective approach to express an idea in a known situation, in addition, how to be consistent with various situations. To this extend, rhetoric is quite practical. Consequently, the following requirements for rhetoric must be met. The first one is appropriateness. Rhetorical language ought to suit the communication occasion. Particularly, the words and patterns of the sentences that one chooses should be consistent with one's age, profession, position and education. In addition, when employing such rhetorical devices, the advertiser should always take the audience's background into account. The second one is clarity. In fact, clarity is the primary concern of grammar. If the words or sentences which are chosen fail to make their meaning clear, which may lead to ambiguity and misunderstanding, so how can we get ourselves across expressively and eloquently? The last one is effectiveness. Generally speaking, effectiveness is the final requirement of rhetoric. It can be deduced on the basis of the former requirement. Thus, one can employ all the best possible means to convey his or her thought with persuasiveness and artistic appeal and to effectively accomplish the objective of communication

2.4 Commonly used rhetoric in advertising English
In the new corpus, it can be found that the copy-writers have preferences for some typical rhetoric in advertising English. They are pun, metaphor, simile and parallelism. Each of them has its own features. In the following, they are discussed and analyzed in detail.
Ⅲ.Classification

of rhetorical devices 3.1 Lexical Stylistic Devices
Lexical stylistic devices include the pun, simile, metaphor, metonymy, personification, irony, hyperbole, understatement, euphemism, contrast, oxymoron, transferred epithet, syllepsis, zeugma, parody, paradox etc. In the following part, some typical kinds of lexical stylistic devices are abstracted.

3.1.1 Pun

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The pun, also called paranomasia, is a form of word play that suggests two or more meanings, by exploiting multiple meanings of words, or of similar-sounding words, for an intended humorous or rhetorical effect. (1) the beauty of pun in adverting English The pun plays an important part in English advertising. A large number of advertisers like to make it an advertising gimmick. Pun, the game of words, can strike readers if it is used properly. It embodies the beauty of connotation by its readability, wit, and humor. (2) the classification of pun:pun includes polysemy, homonym and parody.

3.1.1.1 Pun on Polysemy
Polysemy is the capacity for a sign (such as a word, phrase, orsymbol) to have multiple meanings(that is, multiple semes or sememes and thus multiple senses), usually related by contiguity of meaning within a semantic field. On the whole, polysemy is greatly popular with the title of the commodity. (1) For example: From sharp minds. Come sharp products. (Sharp copier) The example is an advertisement for the Sharp copier. The word “sharp” not only think highly of the consumers’ wisdom, but also advertise the good quality of the copier. The advertisement speak well of the consumers who are sharp to try this sharp product in high performance. As a result, the vanity in the consumers can be piqued and many people will have a try. (2) For example: Money doesn’t grow on the trees. But it blossoms at our branches. (Lioyd Bank) It is an ad from Lioyd Bank. The word “branch” refers to “ the offshoot of trees ”, but in this ad, it means the bank affiliates of Lioyd bank. The ad inspires people to deposit money in this bank, and their money can develop like the growth of the tree. After understanding its meaning, readers will figure it out in mind that their money will increase daily and daily, just like the leaves in spring. Polysemy can get across with the change and alternation in the implied meaning of the word. Pun on

3.1.1.2 Pun on Homonymy
Homonymy implies the phenomenon that words which has dissimilar meanings keep identical form; dissimilar words consist with sound or spelling, or both(Long 2). If two words are in line with sound, they are homophones. If the words are identical in spelling, they are homographs. If these words consist with both spelling and sound, in certain,they belong to complete homonyms. The follow instances will explain that: (1) For example: Trust us. Over 5000 ears of experience.

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It is an ad of audiphone. The literal meaning can be paraphrased like this: believe in us. This audiphone operates well after more than 5000 ears of inspection, with its 5000 years of experience. Conclusions can be drawn: “ears” and “years” are a pair of homophone. Therefore, it implies that the product has a long history and has high quality. (2) For example: More sun and air for your sun and heir. This slogon is made by a bathing beach. In this slogon, homophone is tactfully applied like this: sun vs. Son; and similarly air vs. heir. The ad depicts a scene that parents together with their son and heir go to the beach to have a trip to bath bright sunshine and breath fresh air. Nowadays, people work at such a high pace that most of them Yearn for leisure time of happiness and health. Pun does resonate with persuasion and temptation.

3.1.1.3 Pun on Parody
Parody is a common, clever and interesting figure of speech in advertising English. It is characterized by the way it expresses. It intentionally imitate the familiar or commonly known language materials,such as idioms, proverbs, sayings and aphorisms to create new words or sentences. In this way, language is lively, irony or humorous. English has a lot of famous phrases, idioms and sayings. They are essential part of everyday language spoken, and have become one of the perspectives of the English culture. The copy-writers of ads are so keen-witted and imaginative that they bring fresh ideas into these expressions to achieve sensational success. Through these changes, the traditional sayings or idioms are transferred into innovative advertisements, which can easily persuade people. Therefore, pun on parody prevails in advertisement. (1) For example: Try our sweet corn, you’ll smile from ear to ear.(Li 49) It is taken from the advertisement for a kind of sweet corn. “Ear”contains two implications. For one thing, it refers to an organ which works to listen. For another, it represents a seed of a corn. The idiom “ from ear to ear” also is a pun. One meaning is that people are satisfied with the product. The other one is that the consumers eat one ear by another. Thus, the ad praise the delicious taste of the sweet corn, and people can not stop eating just one. How can people refuse such delicious food? (2) For example: All is well that ends well. Originally, it is a popular idiom. However, in this example, it is an advertisement of a cigarette. “End”, as a verb, means “finish”; while, as a noun, it means “cigarette butt”(Li 50). The sentence means that if the cigarette ends are good that the cigarette is good.

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In a word, pun makes advertising English implicit and humorous. People tends to get across the advertisement more quickly and easily, in accordance, the product sells better. So plenty designers of ads are fond of adopting it.

3.1.2 Simile
Simile, as a figure of speech, is an expression which aims to describe resemblances between things of different kinds . It is usually formed with “as, as...as, as if or like”. These words can transfer some features from one to another. As a result, there can be some links with this two kinds of things. (1) the beauty of simile in advertising English It embodies the beauty of image.The simile helps to create the clear image,makes the advertisement much easier for readers to accept. (2) analysis of simile in advertising English 1) For example: Light as a breeze, soft as a cloud. (The advertisement of clothing) Analysis:ontology--- light;soft metaphors---breeze;engine metaphor word---as---as In this example, there are two similes, and they properly objectify the softness and coziness of the material. After reading the advertisement, The audiences can assume themselves experiencing this sort of pleasant and cozy feelings despite themselves if they try this type of clothes. Thanks to the good propagandism of this advertisement, almost few people can resist this appeal. 2) For example: It gives my hair super shine, super body, and leaves it smelling fresh as a meadow. (Hair lotion advertisement) Analysis:ontology--- the smell metaphors--meadow metaphor word---as This hair lotion advertisement uses rhetoric tactics of simile, and this advertisement displays the result of this lotion image very concretely, which makes people have abundant association and desire of purchase. 3) For example: Like a good neighbor, State Farm is there. (State Farm insurance agent) Analysis:ontology--- State Farm metaphors--a good neighbor

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metaphor word---as In this ad, State Farm, an insurance agent is compared to a nice neighbor, after consumers read this ad, the sense of safety and the desire of purchasing such kind of insurance can be intensified. What is more, the distance between consumers and insurance agent can be shorten. Consumers can feel the sincerity in the assurance agent.

3.1.3 Metaphor
Metaphor is a figure of speech in which an expression is used to refer to something that it does not literally denote in order to suggest a similarity. The comparison is implicit and indirect. (1) the beauty of metaphor in advertising English After the application of metaphor, abstract and monotonous expressions can be transferred into concrete,specific and interesting expressions. It can enrich the information and impress people deeply. (2) analysis of metaphor in advertising English 1) For example:The most sensational place to wear satin on your lips. (Lipstick) In this advertisement, satin alludes to lipstick. Namely, this kind of lipstick rouged on one’s lips where is full of enthusiasm, it seems wearing the luminant and silky satin. The euphemistic and implied expressions arouse consumers’ imagination . 2) For example: Something within you is Dior. (Christian Dior) It is an ad of perfume advertised for the International brand Christian Dior in cosmetics. After the promotion of “poison”, the proper application of metaphor is displayed and specified. Does fascination exist inherence and emanate spontaneous or poison subsist in heart and spread 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. Undoubtedly, this piece of advertisement gives its contribution in selling the products and promoting sales.

3.1.4 Personification
personification is the discription of human characters used on other living or objects. Inanimate objects can be endowed with life via the application of this rhetorical device. (1) the beauty of personification in advertising English Personification embodies the beauty of vigor. Personification can make advertising English more lively and full of human intelligence. (2) analysis of personification in advertising English It endows animals with the feelings of human beings , or life and personal attributes.

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1) Flowers by Interflora speak from the heart. (Interflora flower shop) 2) Unlike me,my Rolex never needs a rest.(Rolex watch) 1) Don’t cry.We’ll repair it. We’re handbag specialists. Whenever it hurts we’ll heal it.And we’ll guarantee the repair for nine mouth. If you wish ,send us your bag and we’ll heal it.(Artbag) In example 1),the flowers in the Interflora flower shop are humanizes. From the advertisement, flowers people choose there to send can give the wishes from the heart for them. In example 2), Rolex watch is personified by saying that it never needs rest, which is indispensable for human beings. In example 3), personifies the bag by applying the verbs: hurt and heal.

3.1.5 Hyperbole
Hyperbole is a type of extravagant exaggeration on the purpose of stress or making impressive effect. Moreover, it stresses the expression of deep emotion rather than the statement of action. Through deliberate application of exaggeration and magnification, hyperbole can accomplish wonderful and best effective publicity. To promote products, establish images in the minds of consumers, ads will inevitably be "exaggerated." In fact, there is wide application of exaggerations in advertising language. After the proper use of hyperbole, the message delivered gets close to the truth, accordingly, the proper of the product or service can be described precisely. (1) the beauty of hyperbole in advertising English: It embodies the beauty of romantic romantism. It evokes strong feelings, and creates strong impressions. (2) analysis of hyperbole in advertising English 1) For example: Look young in only two weeks. Proper use of exaggeration here, showing the author ’s excellent language capabilities, make the ad more appealing. There fore,hyperbole in adverting should not be used to mislead the customers, but emphasize a point.

3.2 Syntactical Stylistic Devices
Syntactical Stylistic Devices include repetition, parallelism, chiasmus, antithesis, rhetorical question, climax and anticlimax. Because of the frequent application in advertising English, repetition and parallelism are two typical devices in Syntactical Stylistic Devices. Therefore, In the following parts, they are analyzed in detail.

3.2.1 Repetition

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Repetition, defined by Grolier Academic Encyclopedia, is the repeating of any element in an utterance, including sounds, a word or phrase, a pattern of accents or an arrangement of lines. (1) the beauty of repetition in advertising English It makes advertising English connotative,suggestive,vivid and effective,thus the main message is emphasized. The advertisements appeal to various desires of human beings:the desire for beauty, for love, for romance, for fashion, and even for dignity. (2) analysis of repetition in advertising English For example: 1) Deliciously simple,Simply delicious.(McDonald's) It displays the advantages of fast-food, that is: delicious and simple. People can have strong desire to have a try. 2) Extraordinary Cola. Extraordinary Choice.(Future Cola) The word “extraordinary” which contains six syllables repeats. The meaning of this word refers to the outstanding and remark quality. After hearing this word again and again, people can have a good memory of it.

3.2.2 Parallelism
In Literary Term Dictionary, parallelism is defined that it consists of phrases or sentences of similar construction and meaning placed side by side, balancing each other. To achieve symmetry in advertisements and strengthen the statement, parallelism is commonly used; meanwhile, it stresses the connection between two thoughts. For example: We spoil our passengers as much as we spoil our aircraft. In this sentence, parallelism is used in both the main and subordinate clause. In this way, consumers can get useful information to judge whether they will experience comfortable service when they choose this well-managed air planes.

3.3 Phonetic Stylistic Devices
Phonetic Stylistic Devices include alliteration,end rhyme and onomatopoeia.

3.3.1 Alliteration
Alliteration is characterized by the repetition of the same initial consonants within a groups of words, or the repetition of stressed syllables. Alliteration stresses the contents expressed by the ads. (1) the beauty of alliteration in advertising English Alliteration embodies the beauty of music and tidiness, making advertisements more engaging, moving, and memorable. Due to the remarkable and catchy characteristics of

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repeating, the consumers’ attention and mind can be centered. What’s more, thanks to alliteration, the feelings, minds and hearings can be intensified. (2) analysis of alliteration in advertising English Touch their Today, your gentle touch can promote parent-child bonding and may help little muscles to grow. To your baby, your touch is love, and its power will shape her tomorrows. Touch their Tomorrows.(Johnson) The first consonant of the words “touch”,“their”,“today” are all “t”. They are the same in pattern, so the ad is in good order and trip off the tongue. Alliteration which has evoked the emotion of people’s emotion and resonance makes a great different in improving the level of advertising.

3.3.2 End rhyme
End rhyme is a repetition of similar sounds in the final syllables of lines in poems and songs. For this definition, three points should be explained. First, the last accented vowel must be the same; Second, all the sounds following this vowel, if there is any, must be the same; Last, the consonants preceding this vowel. (1) the beauty of end rhyme in advertising English It embodies the beauty of melody. Advertising English applies this kind of rhetoric device to make its musical rhythm. It also serves as a powerful mnemonic device, facilitating memorization. The regular use of tail rhyme helps to mark off the ends of lines, thus clarifying the metrical structure for the listener. In this way, the advertisement is suitable for reading, and the target audiences can be in a good mood. Therefore, consumers become interested in products from its advertisement, thus this kind of advertisements drive consumers’ desire to purchase. (2) analysis of end rhyme in advertising English For example: 1) My goodness, my guinness!(Guinness beer) The word “goodness” and “guinness” both contain the syllable [?],so it employs end rhyme. In this way, the ad is catchy and reads fluently,like the melody of a song.

3.3.3 Onomatopoeia
Onomatopoeia is a kind of rhetoric which applies some words or expressions that simulate peculiar sounds similar to the objects. Onomatopoeia often appears in many ads via strange sounds, like hiss, giggle, hum, mutter,buzz, cuckoo, thud and so on. The function of onomatopoeia could not be neglected. Advertising uses onomatopoeia as a mnemonic, so consumers will remember their products. (1) the beauty of onomatopoeia in adverting English

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Onomatopoeia simulate sound of things, they can manifest the features on sound of the production vividly. People often get deep impression by onomatopoeia in advertisement. (2) the analysis of onomatopoeia in adverting English For example:1) Deck the halls with plop, plop, plop, fizz, fizz. fallalalalalala…... Ahhh!(Alkaseltzer) This example consists of a well-known Christmas carol, in which the attracting sound depicts a picture that people seem to have fun and relax themselves. The sound of decorating room, opening bottle cap (plop, plop, plop), foaming by beer and all kinds of drink(fizz, fizz), and people’s singing(Fallalalalalala……Ahhh). All of these are taken up by taking Alkaseltzer and escaping tummy. The magical use of onomatopoeias in the advertisement makes people seemed to be personally on the scene. For example: 2) Just pour it in, brush, let it stand ten minutes, then flush. (Laundry deterchirrupygent) In this ad for laundry detergent, the words “brush’’ and “flush” are used to give a description the process of rinsing the toilet. Advertisement use photographic sound effect to promote their laundry detergent sales to customers successfully.

Conclusion
In summery, advertising English, with rich flavor of life and strong appeal, not only plays an indefinitely profound role in promoting the development of economy and flouring the market, but also is an effective way to further cultural exchange and consolidate the understanding between people in various countries. English advertising English is a kind of language full of vigor and sunshine, for advertising English, there is still a long way to go and excavate. In this whole thesis, the author makes an effort to intense study the beauty of rhetoric in advertising English from the perspective of linguistic. The conclusion has been drawn as follows: on the whole, advertising English is a language of persuasion, to achieve this goal, copy-writing of advertisements usually adopts certain rhetorical devices. Advertisers, in order to make their work highly effective, have to be original and creative in language use apart from following the general linguistic rules. Consequently, a successful advertiser is also a good rhetorician to a large extent. The exploration of advertising English in this thesis is just a small part of a more general investigation on the influence of language. The author, as a minor language student

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has exerted herself to acquaint with the enormous knowledge of advertising and endeavored to do a bit of research in this field. Inevitably, there are some flaws due to the limitation of her knowledge and ability of carrying out research. Though the material and data her relies on is objective, the conclusion her arrives at may be subjective and inaccurate. Therefore, any suggestions, comments or criticism would be highly appreciated.

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