英語(yǔ)廣告語(yǔ)中的修辭市公開(kāi)課金獎(jiǎng)市賽課一等獎(jiǎng)?wù)n件

1、 Rhetorical Devices In Advertising English第1頁(yè) Rhetorical devices are variations of literal or ordinary form of expressions. Their use is to make the thought more striking and effective(更顯著、更有效), for they have the power to vivify and illustrate（賦予生命力）. Advertisers often use various rhetorical devices

2、 to increase the readability(可讀性) and appeal（吸引力） of an advertisement and to arouse consumers interest of buying the product.第2頁(yè)Simile & Metaphor 比喻 Accordingtothesimilarityoftwodifferentkindsofthings,oneisusedto describetheother,whichcanbetterdescribe orrender characteristicsofthings. 第3頁(yè)Featherwat

3、er, light as a feather. （Featherwater牌眼鏡廣告）法澤瓦特眼鏡輕如羽毛。 Similesareusedinadvertisementstovividly highlightthecharacteristicsoftheproduct, therebyto impressthecustomers.第4頁(yè)Youd better off under the Umbrella. （旅游保險(xiǎn)企業(yè)廣告）你最好在保護(hù)傘下。 MetaphorisafiguretodirectlydescribeAasB,therelationshipbetweenthemandtheir

4、similaritiesareimplicit,soastoexplainthings morevividlyandmoreprofoundly.第5頁(yè)Antithesis 對(duì)偶 Antithesis is a counter-proposition （相對(duì)命題）and denotes（表示） a direct contrast to the original proposition. 第6頁(yè)1. The Winter Sports Car Hot When Its Cold. （賽車廣告）在冬天賽車依然熱賣?！癶ot”與“cold”這對(duì)反義詞相映成趣，表明冬季賽車銷售依然火爆。 2. Tid

5、es In. Dirts Out. （汰漬洗衣粉廣告）潔凈進(jìn)來(lái)，骯臟出去?！癷n”和“out”兩個(gè)反義語(yǔ)，形象地顯示出汰漬洗衣粉去污力。第7頁(yè) In setting the opposite, an individual brings out a contrast in the meaning by an obvious contrast in the expression. This special pattern can attract peoples attention and easily keep it in mind.第8頁(yè)P(yáng)ersonification 擬人 Inanimate（

6、沒(méi)有生命） objects or abstractions（抽象） are endowed with（被賦予） human qualities or are represented as possessing human form. 第9頁(yè)It handles the road as easily as it handles Mother Nature.（福特Ford汽車廣告）他能很輕松地對(duì)付道路。Unlike me, my Rolex never needs a rest. 和我不一樣，我勞力士手表從不需要休息。第10頁(yè)Thus, the product could have human e

7、motion, and looks amicable（友好） to consumers.It adds beauty and vividness to description.第11頁(yè)P(yáng)arallelism 排比 Parallelism means giving two or more parts of the sentences a similar form so as to give the whole a definite pattern.第12頁(yè)M & Ms melt in your mouth, not in your hands. 只溶在口，不溶在手（瑪氏巧克力以潔凈方便聞名）。T

8、he CORDIA, shaped by the wind, born for the road. CORDIA汽車，流線型設(shè)計(jì)，天生適于道路行駛。第13頁(yè) Its a balance of two or more similar words, phrases, or clauses. The application of parallelism in sentence construction can sometimes improve writing style clearness and readability.第14頁(yè)Alliteration 押頭韻Alliteration is th

9、e repetition of the initial consonant cluster（輔音連綴） in stressed syllables（音節(jié)）.Alliteration is usually used to form a connection of similarity or a connection of contrast.第15頁(yè)Hi-Fi, Hi-Fun, Hi-Fashion, only from Sony. 高保真，高樂(lè)趣，高時(shí)尚，只來(lái)自索尼。 Sea, sun, sand, seclusionand Spain! 大海、太陽(yáng)、沙灘、幽靜西班牙！Sweet, Smart

10、& Sassy! (美國(guó)Sunkiss 柑橘?gòu)V告)味道甜美,外形可愛(ài),香味濃烈。 Hi-fi = high fidelity 高保真Seclusion：與外界隔絕Sassy: 充滿活力, 時(shí)髦第16頁(yè)Have the effect of highlighting the characteristics of the product, deepening the impression of readers.To the readers, its a enjoyment of visual and music beauty.利用押頭韻起到了重點(diǎn)突出、加深印象作用,給讀者以視覺(jué)美和音樂(lè)美享受。第17

11、頁(yè)Hyperbole 夸大 Hyperbole is a common figure of speech popular known as exaggeration or overstatement to achieve emphasis.第18頁(yè)1. Take Toshiba, take the world. 擁有東芝，擁有世界2. Now Sony turns your living room, you car and your backpack into a concert hall. （索尼音響裝置廣告）索尼音響把你客廳、汽車和背包都變成音樂(lè)廳！第19頁(yè)Its not the same as telling lies. With hyperbole, there is no i