廣告語中的修辭

1、Made By:XXX組 廣告是指通過一定的媒介，把有關(guān)商廣告是指通過一定的媒介，把有關(guān)商品、勞務的知識、情報傳遞給消費者，以品、勞務的知識、情報傳遞給消費者，以達到影響輿論、促進需求、擴大銷售或服達到影響輿論、促進需求、擴大銷售或服務的目的而進行的宣傳。商業(yè)廣告通過各務的目的而進行的宣傳。商業(yè)廣告通過各種修辭手段來體現(xiàn)其商品價值。種修辭手段來體現(xiàn)其商品價值。 今天我們對廣告中常用的幾種修辭格今天我們對廣告中常用的幾種修辭格進行分析。探討修辭手段對于廣告的價值進行分析。探討修辭手段對于廣告的價值和功能的具體實現(xiàn)的作用。和功能的具體實現(xiàn)的作用。Rhetorical devices are var

2、iations of literal or ordinary form of expressions.Their use is to make the thought more striking and effective(更顯著、更有效更顯著、更有效), for they have the power to vivify and illustrate（賦（賦予生命力）予生命力）.Advertisers often use various rhetorical devices to increase the readability(可讀性可讀性) and appeal（吸引力吸引力） of a

3、n advertisement and to arouse consumers interest of buying the product.一、比喻一、比喻(Simile(Simile、Metaphor )Metaphor ) 無論是漢語還是英語,我們最先接觸并運用得最多的修辭方法就是比喻.比喻是根據(jù)兩類不同事物的相似點,用一種事物來描繪另一種事物,借此對事物的特征進行描繪或渲染.比喻包括明喻(Simile),暗喻(Metaphor).明喻 明喻是以兩種具有相同特征的事物明喻是以兩種具有相同特征的事物和對象進行對比和對象進行對比, ,表明本體與喻體之表明本體與喻體之間的相似關(guān)系，兩者都在對比

4、中出間的相似關(guān)系，兩者都在對比中出現(xiàn)現(xiàn), ,其基本格式是其基本格式是A is like B ,A is like B ,常常用比喻詞如用比喻詞如like, as, as if, as like, as, as if, as though though 來連接來連接. .明喻運用在廣告中明喻運用在廣告中, ,能生動形象地突出此產(chǎn)品的特點能生動形象地突出此產(chǎn)品的特點, ,借借此來打動顧客此來打動顧客. .明喻明喻（1 1）明喻）明喻 Simile Simile1. Breakfast without orange juice is like a day without sunshine.(某橘子廣

5、告某橘子廣告)沒有橘汁的早餐沒有橘汁的早餐猶如沒有陽光的日子猶如沒有陽光的日子.2. Our eyebrow pencils are as soft as petals.(某眉筆廣告某眉筆廣告)眉筆像花瓣一樣眉筆像花瓣一樣柔和柔和.Like a good neighbor, state Farm is there. state Farm保險保險Featherwater: light as a feather. Featherwater 眼鏡眼鏡(2) (2) 暗喻暗喻 Metaphor Metaphor is a figure of speech in which a word or phra

6、se that ordinarily designates （指明為，標志（指明為，標志為）為）one thing is used to designate another, thus making an implicit（暗示的、含蓄的）（暗示的、含蓄的） comparison.它直接將甲事物當作乙事物來寫它直接將甲事物當作乙事物來寫,二者之間的關(guān)系和相似二者之間的關(guān)系和相似處是暗含的處是暗含的,從而更生動更深刻說明事理從而更生動更深刻說明事理,增強語言的表現(xiàn)增強語言的表現(xiàn)力力,也因此成為廣告創(chuàng)作者青睞的修辭方法也因此成為廣告創(chuàng)作者青睞的修辭方法.1. Youd better off und

7、er the Umbrella.(一家旅游保險公司的廣告一家旅游保險公司的廣告)你最好在保護傘下你最好在保護傘下.2. in the cradle of martial arts.(河南旅游廣告河南旅游廣告)中國河南中國河南-工夫的搖籃工夫的搖籃. Inanimate（沒有生命的）（沒有生命的） objects or abstractions（抽象的）（抽象的） are endowed with（被賦予）（被賦予） human qualities or are represented as possessing human form. Thus, the product could have

8、human emotion, and looks amicable（友好的）（友好的） to consumers.二、二、 擬人擬人 Personification1. Flowers by Interflora speak from the heart.(某鮮花的廣告某鮮花的廣告) 英特拂勞拉的鮮花傾訴衷腸英特拂勞拉的鮮花傾訴衷腸.2. They will stay on the job longer than most employees.(沃爾沃沃爾沃Volvo汽車廣告汽車廣告)他們將比其他雇員更耐他們將比其他雇員更耐心地堅持工作心地堅持工作.3. It handles the road

9、 as easily as it handles Mother Nature.(福特福特Ford汽車廣告汽車廣告)他能很輕松地對付道路他能很輕松地對付道路.擬人擬人,使使花花,車車都有了人的情感都有了人的情感,思維及形象思維及形象,如此有人性的產(chǎn)品如此有人性的產(chǎn)品,還不快來領(lǐng)回家還不快來領(lǐng)回家 Flowers by Interflora speak from the Flowers by Interflora speak from the heart.heart. Ding Dong, Avon is calling.Ding Dong, Avon is calling. Unlike me,

10、 my Rolex never needs aUnlike me, my Rolex never needs a restrest三、重復三、重復 Repetition In some advertisements, the copywriters often use the method of repetition to stress certain information. Extraordinary Cola,extraordinary Extraordinary Cola,extraordinary choice.choice. When youre sipping Lipton, W

11、hen youre sipping Lipton, youre sipping something special.youre sipping something special.四、押韻四、押韻 Rhyming Rhyming is correspondence of terminal sounds of words or of lines of verse. My goodnessMy goodness！ My My GuinnessGuinness ！ Purina Purina One. Second to None. One. Second to None. Flash. Dash.

12、 Classic splash.Flash. Dash. Classic splash.五、頭韻五、頭韻 Alliteration Hi-Fi, Hi-Fun, Hi-Fashion,only from Hi-Fi, Hi-Fun, Hi-Fashion,only from Sony.Sony.Sea, sun, sand, seclusionSea, sun, sand, seclusionand Spain!and Spain!Sweet, Smart & Sassy!Sweet, Smart & Sassy!Hi-fi = high fidelity Hi-fi = hi

13、gh fidelity 高保真高保真SeclusionSeclusion：與外界隔絕：與外界隔絕Sassy: Sassy: 充滿活力的充滿活力的, , 時髦的時髦的六、對偶六、對偶 Antithesis We lead, others copy. We lead, others copy. ( (理光復印機理光復印機) ) No business too smallNo business too small， no problem too big. (IBM) no problem too big. (IBM) Tides in, Dirts out. Tides in, Dirts out.

14、 (Tide(Tide汰漬汰漬) ) The choice is yours. The choice is yours. The honor is ours. The honor is ours. 七、夸張七、夸張 Hyperbole Hyperbole is a common figure of speech popular known as exaggeration or over statement. Its not the same as telling lies. With hyperbole, there is no intent to deceive the audience.

15、In fact, in the speakers mind he is truly describing his intense feeling at the time. 夸張是一種故意言過其實或夸夸張是一種故意言過其實或夸大或縮小事物的形象大或縮小事物的形象. .借以突出事借以突出事物的某種特征或品格物的某種特征或品格, ,鮮明地表達鮮明地表達思想情感的修辭方式。能有效地描思想情感的修辭方式。能有效地描述所宣傳商品或品牌述所宣傳商品或品牌. .1. Look young in only two weeks. (某化裝品廣告某化裝品廣告)兩周之內(nèi)變年輕兩周之內(nèi)變年輕!2. Now Sony turns your li