UseofRhetoricinEnglishAdvertisement修辭在廣告中的應(yīng)用

1、Use of Rhetoric in English Advertisement【 Abstract 】 Advertisement is a popular cultural phenomenon in peoples daily life. It notonly provides the informationabout products and stimulates the purchasing power, but alsoenriches people s ideological. lifeRhetoric is one kind of important expressive de

2、vice in language. It refers to interpretingabstract and complex ideas or processes through simple and concrete methods. Since rhetoric isfull of imagination, it can promote the transmission and communication of emotions and ideas. Rhetoric exists in writings with various styles, especially, in adver

3、tisements. Rhetoric plays avery 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

4、 advertisement, including simile, metaphor, pun, personification, parallelism and rhyme, targeting at promoting the further development of advertisement.【 Key Words 】 English advertisements; rhetoric; function【摘要】 廣告是人們?nèi)粘Ｉ钪凶畛Ｒ?jiàn)的一種文化現(xiàn)象，不僅提供產(chǎn)品信息，刺激購(gòu)買力，而且豐富人們的精神生活。修辭是一種重要的語(yǔ)言表達(dá)手段， 是用簡(jiǎn)單具體且充滿想象的方法將抽象復(fù)雜的思想

5、或進(jìn)程闡釋出來(lái)，能夠促進(jìn)情感的傳遞和思想的表達(dá)。修辭存在于各種文體之中，尤其在英語(yǔ)廣告中起著極為重要的作用， 是影響英語(yǔ)廣告成敗的關(guān)鍵。 論文從分析廣告及修辭的定義和功能出發(fā)，認(rèn)真研究了主要修辭手段在英語(yǔ)廣告中的作用，包括明喻、暗喻、雙關(guān)、擬人、平行和押韻等修辭手段，旨在推進(jìn)廣告的進(jìn)一步發(fā)展和提高?！娟P(guān)鍵詞】英語(yǔ)廣告 ; 修辭 ; 功能IntroductionNowadays, concerning with advertisement, different people have different opinions. For mostof the people, the distinct

6、feature of advertisement is that advertisement is a combinationofcontent and style. That is to say, a good advertisement not only has attraction in content, but alsohas charm in style. Obviously, the determinative factorof a good or a bad advertisement iswhether the use of rhetoric is appropriate or

7、 not. It can be found that the use of rhetoric plays avery important role in advertisement. Without the use of rhetoric, absolutely, there is no goodadvertisement. Therefore, it is necessary to make an analysis and study on this subject.The whole thesis is concerned about the use of rhetoric in Engl

8、ish 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 adverti

9、sement, such as, simile, metaphor, pun, personification, parallelism and rhyme.I. AdvertisementAs for advertisement and products, some people believe the successful selling of products cannot be separated from advertisement. Advertisement keeps people informative about the price and function of prod

10、ucts; what more,s advertisement can help to improve products brand awareness and its reputation.A. The Definition of Advertisement“ Advertisement is the non personal communication of informationusually paid for andusually persuasive in nature about products, services or ideas by identified sponsors

11、through the various media. ”Advertisement has taken many different kinds of forms from ancient times. At the beginning,advertisement evolved to take a variety of forms and to permeate nearly every aspect of the society.Advertisementdevices includemany kinds, such as, banners at sportingevents, billb

12、oards, andInternet Websites, logosonclothing, magazines, newspapers, radiospots,and televisioncommercials.The peopleareoverwhelmed by a lotof advertisements. It issaid that theindividuals can expect to be exposed to more than 1,200 different advertisementmessages eachday. Therefore, advertisements a

13、re popular in people s daily life.B. The Function of AdvertisementEnglish advertisements can encourage competition, guide consumption, promote sales, andtransmit information. For instance, advertisement tells a consumer the information about a specific product, brand or service and helps him or her

14、to understand and evaluate the information. Moreover, by making people aware of products, services and ideas, advertisement promotes sales and profits. Advertisement is one of the major forces that can help improve the standard of living.The people, no matter in urban or rural areas, are overwhelmed

15、 by a lot of advertisements.Advertisement makes people s environments more colorful and vigorous. Meanwhile, it canalso enrich people's cultural life and transmit information which contributes to social and cultural prosperity.II. RhetoricRhetoriccan be foundin anyformsofwriting poetry, prose, d

16、rama, fictionalandnon-fictionalwriting,advertisement. The understanding about the definitionand functionofrhetoric is helpful for the use of rhetorical devices.A. The Definition of RhetoricAristotle was one of the most famous thinkers and orators in Greek. In his famous book,Rhetoric, rhetoric was d

17、efined as “ theart of persuasion(Tang”. Yin, P1, 2004) Whereas, JohnLocke, the noted English philosopher of the latter part of the 17th century, said that“ rthe science of oratory, the art of speaking with elegance, and force” . (Tang Yin, P1, 2004)In present day, the meaning of rhetoric has been ex

18、tended. Rhetoric assumes the following characteristics, that is, the elaborated and exaggerated language, the art of using language effectively and persuasively, the skills of using language effectively, the structure of verbal communication.B. The Function of RhetoricRhetorical devices are variatio

19、ns of literal or ordinary forms of expressions. Their function isto make the thought more striking and effective. A fresh and suitable rhetorical device appeals tothe imagination, creates mental pictures and makes the speech or writing vivid,impressive andinteresting.Rhetorical devices can make lang

20、uage more vivid by using the simple words to express complex meanings. By the use of rhetoric, even abstract ideas can become concrete. Rhetoric can make the modified subjects more prominent, distinctive, and specific. By the use of rhetoric, the language can give people more space to imagine. Where

21、as, without the use of rhetoric, the language is boring and there is no vigor in the language.III. An Analysis of Rhetoric in English AdvertisementSeveral kinds of rhetorical devices are frequently used in advertisement, and it is necessary to study them one by one by giving definitions and making i

22、llustrations. All of the examples studied below are constrained within English advertisements.A. Simile“ Simile is a way of comparing one thing with another of explaining what one thing is like byshowing how it is similar to another thing and it signals itself in a text, withthe words as or like.”A

23、simile is made up of four parts: “ thetenor ”“, thevehicle”“,thecomparing word ”and “ theground ” .“ The tenor” is the subject of simile.“ The vehicle” is the thing compared to or the patransported.“ The comparing word” is the simile marker such as,“ like, as, than, as if, similar to.“ The ground” i

24、s the common properties owned by“ the tenor” and“ the vehicle”.For example: Breakfast without orange juice is like a day without sunshine.This is an advertisement for “ orangejuice”It . can be found that, in this advertisement,“ orangejuice ”is “ thetenor ”and “ sunshine is”“ thevehicle ”The. word “

25、 like signals” that theadvertisement makes use of the rhetoric device simile. Thus by using simile, the advertisementmakes the product s characteristic more vivid and lively. If the“ orange juice” really has suceffect, the customers are eager to drink this kind of juice at breakfast. Precisely, this

26、 advertisementis a good example in simile craftsmanship. It can not be imagined what the world will be look likewithout sunshine. The importanceof “ orangejuice”is noless than “ sunshine Since”. thesignificance of this kind of“ orange juice” is so great, nobody would refuse to drink it. Thus thisadv

27、ertisement touches the customers heart and greatly promotes the sale of this kind ofjuice ”.B. Metaphor“ A metaphor, like a simile, also has a comparison between two unlike elements, but unlike asimile, this comparison is implied rather than stated.”In metaphor, one thing is directly compared to ano

28、ther thing, without like or as. Thus the relationship between them is implied in other words is unstated. Therefore, the use of metaphor makes the language more vivid and also makes the product it advertising more attractive. Metaphor is a kind of rhetoric devices which is favored by most advertisem

29、ent composers.The following is a good example:You d better off under umbrella.This is an advertisement for a travel insurance agency. In this advertisement, “ umbrella”refers to the tr avel insurance agency. In the advertisement,“ the vehicle” is not stated. In fact,vehicle” is the staff of the“ Umb

30、rella” agency. No matter it is raining or shining, if the customerscarry an umbrella with them, the umbrella will be very useful to them, for it protects them frombeing influencedby the bad weather. In most people minds, the word “ umbrella is”alwayslinked with safety and protection. While the custo

31、mers are traveling, there are some unpredictablefactors existing during their journey. Just imagine that no matter what happens, there are always someone waiting for customers, listening to customers and comforting customers. They are notanyone else and they are the staff of“ByUmbrellausingmetaphor,

32、”. the company s image ismore vivid. The advertisement would leave a deep impression on the customers.C. PersonificationPersonification is one of the most frequently used rhetoric devices in English advertisement,for it can greatly shorten the distance between the advertisement composer and customer

33、s,creating a kind of harmonious atmosphere between them. Undoubtedly, advertisement composerswill employ the rhetoric device in the English advertisement.For example: She has her own spirit and it graces everyone she comes near.This is a piece of advertisement for“ perfume ” . It can be found that t

34、his kind of perfume ispersonified in the advertisement. In the advertisement,“ she ” not only refers to those who favorthis kind of perfume but also refers to the perfume itself. By givinglife to the product, it caneffectively shorten the distance between the advertisement composer and the customers

35、, making the customers feel more cordial. Absolutely, the advertisement will make the customers willing to buy the perfume. The use of personification endows the advertisement with such magic power.D. Parallelism“ In parallel construction it is necessary to balance word for word (noun with noun, ver

36、b with verb, adjective with adjective, etc) phrase with phrase, clause with clause, sentence with sentence. ”P(pán)arallelism will not be neglected by advertisement composers. It is reported that parallelism is one of the most frequently used of all English rhetorical device.For example: For dreamers it

37、s paradise. For romantics itabsolutely irresistible. To learn more about the principality of Monaco call 800- s true bliss. For $199 a night it it s-9696.This is an advertisement for a travel agency Monaco; the three sentences talk about threedifferent kindsof fields.In the advertisement, the advert

38、isement composer revealed hisadvertisement by three parallel sentences, each of which contains a simple sentence withthesimilar structure. Monaco s charm is greatly enhanced by the unity and balance of these parallelstructures. By using parallelism, the advertisement composer can add clarity and coh

39、erence to theadvertisement.Parallelismhelps the advertisement composer better communicate withthecustomers.E. Rhyme“ Rhyme is identity of sounds between words or verse lines extending back from the end to the last fully accented vowel not further ”P(pán)eople. often associate rhyme with poetry. Actually,

40、 rhyme also occurs in advertisements.For example: Hi-Fi, Hi-Fun, Hi-Fashion, only from Sony.This is an advertisement for Sony s products. In this advertisement, the repeated sounds of“ Hi ” not only give the customers a deep impression and make it memorable, but also emphasizethe quality of the prod

41、uct at the same time. In this advertisement, alliteration is used effectively.By using rhyme, Sony s products win customers hearts in a short time. English advertisement has the function of promoting sales. This advertisement gives the function s charm full play.ConclusionEnglish advertisements can

42、encourage competition, guide consumption, promote sales, and transmit information. Rhetoric can make language vivid and humorous. Simile, metaphor, personification are the most frequently used rhetorical devices in English advertisements.Generally speaking, by the analysis and study above, it can be

43、 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 devicesto increase the readability and attraction o f advertisements and to a

44、rouse consumers interest of buying products. Undoubtedly, the use of rhetoric in advertisement gives an advertisement another new birth, makes the advertisement lively and impresses the customers greatly.AcknowledgementsI would like to offer my sincere wish to those who spend their precious time in

45、reading this thesis.英語(yǔ)諺語(yǔ)警句 100句精選Proverbs are the daughters of daily experience諺語(yǔ).是日常經(jīng)驗(yàn)的結(jié)晶。1. Look before you leap./Second thoughts are best. 三思而后行。 / 再想而后行。2. Great minds think alike; (heroes have similar views.)英雄所見(jiàn)略同。3. We shall never have friends if we expect to find them without fault. 欲求完美無(wú)缺的朋

46、友必然成為孤家寡人。4. What you sow, you must mow. 種瓜得瓜，種豆得豆。5. A beggar can never be bankrupt天.無(wú)絕人之路。6.A friend in need is a friend indeed.患難見(jiàn)真情。7. No news is good news. 沒(méi)有消息就是好消息。8. No cross, no crown. 不經(jīng)歷風(fēng)雨 ,怎么見(jiàn)彩虹。9. The more haste, the less speed. /Haste makes waste欲.速則不達(dá)。10. Victory belongs to the most p

47、ersevering. 堅(jiān)持就是勝利！11. A young idler, an old beggar.少壯不努力，老大徒傷悲。12. Put one s foot in one說(shuō)s話mouth不得體.。13. It is no use crying over spilt milk.覆水難收 / 悔恨已晚 / 木已成舟 ,回天乏力。14. Content is better than riches. 知足常樂(lè)。15. No gains without pains. 沒(méi)有辛苦就沒(méi)有收獲。16. The more a man knows, the more he is inclined to be

48、 modest.大智若愚。17. All roads lead to Rome 條.條大路通羅馬。18. A snow year, a rich year.瑞雪兆豐年。19. Never say die! 永不言?。?0. The best mirror is a friend朋友的s眼eye睛.是最好的鏡子。21. Faith will move mountain. 精誠(chéng)所至，金石為開(kāi)。22. A life without a friend is a life without a sun. 人生沒(méi)有朋友，猶如生活沒(méi)有了太陽(yáng)。23. Great wits have short memories

49、貴.人多忘事。24. Do well and have well. 善有善報(bào)。25. A bad thing never dies. 壞事傳千年。26. Four eyes see more than two. 人多識(shí)廣 / 集思廣益。27. Diligence is the parent of success.勤勞是成功的根本。28. Water dropping day by day wears the hardest rock away滴.水穿石。29. Hope for the best, but prepare for the worst. 抱最好的愿望，做最壞的打算。30. Whi

50、le there is life, there is hope. /Debt is better than death. 留得青山在，不怕沒(méi)柴燒。 / 有生命就有希望。31. Where there is a will, there is a way. 功夫不負(fù)有心人。 / 有志者事竟成。32. Where there is great love, there are always miracles. 哪里有真愛(ài)存在，哪里就有奇跡。33. Where there is smoke, there is fire. 無(wú)風(fēng)不起浪。34. One boy is a boy, two boys half

51、 a boy, three boys no boy一.個(gè)和尚挑水喝，兩個(gè)和尚抬水喝，三個(gè)和尚沒(méi)水喝。35. A stitch in time saves nine. 及時(shí)縫一針能省九針。 / 小洞不補(bǔ)，大洞吃苦。36. Never too old to learn, never too late to turn. 亡羊補(bǔ)牢，為時(shí)不晚。37. Don t claim to know what you don不要t不know懂裝.懂。38. Do in Rome as Roman do.入鄉(xiāng)隨俗。39. Rome was not built in a day. 冰凍三尺，非一日之寒。40. Sha

52、rpening your axe will not delay your job of cutting wood. 磨刀不誤砍柴工。41. Things of a kind come together, people a mind fall into a group. 物以類聚 ,人以群分。42. One man s meat is another man蘿s卜poison白菜. ,各有所愛(ài)。43. like author like book.文如其人。46. Like for like. 惺惺相惜。47. Like teacher like pupil. 有其師必有其徒。48. Gods t

53、hat run many hares kill none貪.多必失。49. Practice makes perfect. 熟能生巧。50. Actions speak louder than words. 行勝于言。51. You cannot eat your cake and have it.魚(yú)與熊掌，不可兼得。52. One loses by pride and gains by modesty滿.招損 ,謙受益。53. Love me, love my dog. 愛(ài)屋及烏。54. An apple a day keeps the doctor away.每日一蘋(píng)果遠(yuǎn)離醫(yī)生。55. T

54、ime past cannot be called back again.時(shí)光不倒流。56. A drop of water cannot make a sea, and a tree cannot make a wood. 滴水不成海，獨(dú)木不成林。57. If you venture nothing, you will have nothing. 不入虎穴 ,焉得虎子。58.The tree is known by its fruit. 觀其行知其人。59. All work no play makes Jack a dull boy只.會(huì)用功不玩耍 ,聰明的孩子也變傻。60. The pot calls the kettle black. 五十步笑百步。61. Unkindness often reacts on the unkind person. 惡有惡報(bào)。62. Today s work