I. Inaugural Address
1.Let the word go forth from this time and place, to friend and foe alike, that the torch has been
passed to a new generation of Americans, ………to which this nation has always been committed, and to whom we are committed today at home and around the world.
(alliteration)
2.United, there is little we cannot do in a host of co-operative ventures. Divided, there is little
we can do, for we dare not meet a powerful challenge at odds and split asunder. (antithesis) 3.But we shall always hope to find..…and to remember that…...those who foolishly sought
power by riding the back of the tiger ended up inside. (metaphor)
4.If a free society cannot help the many who are poor, it cannot save the few who are rich.
(antithesis)
5.But his peaceful revolution of hope cannot become the prey of hostile powers. (metaphor)
6.And let every other power know that his hemisphere intends to remain the master of its own
house. (metaphor)
7.To that world assembly of sovereign states, the United Nations…..we renew our pledge of
support:…….to strengthen its shield of the new and the weak, and to enlarge the area in which its writ may run. (metaphor)
8.But neither can two great and powerful groups of nations take comfort……………., yet both
racing to alter that uncertain balance of terror that stays the hand of mankind’s final war.
(synecdoche)
9.Let both sides explore what problems unite us instead of belaboring those problems which
divide us. (antithesis)
10.And if a beachhead of co-operation may push back the jungle of suspicion, let both sides join
in creating a new endeavor, not a new balance of power……(metaphor)
11.The energy, the faith, the devotion which we bring to this endeavor will light our county and
all who serve it, and the glow from that fire can truly light the world. (metaphor)
12.And so, my fellow Americans ask not what your country can do for you, ask what you can do
for your country. (antithesis)
II. Everyday Use
1.I am the way my daughter would want me to be: a hundred pounds lighter, my skin like an
uncooked barley pancake. (simile)
2.Maggie’s hand is as limp as a fish, and probably as cold, despite the sweat, and she keeps
trying to pull it back. (simile)
3.When I looked at her like that something hit me in the top of my head and ran down to the
soles of my feet. X
III. The Trial That Rocked the World
1.……Darrow had whispered throwing a reassuring arm round my shoulder as we were waiting
for the court to open. (transferred epithet)
2.Darrow walked slowly round the baking court. (transferred epithet)
3.The crowd seemed to feel that their champion had not scorched the infidels with the hot
breath of his oratory as he should have. (metaphor)
4.Gone was the fierce fervor of the days when Bryan has swept the political arena like a prairie
fire. (simile)
5.He appealed for intellectual freedom, and accused Bryan of calling for a duel to the death
between science and religion. (metaphor)
6.Then the court broke into a storm of applause that surpassed that for Bryan. (metaphor)
7.One shop announced: DARWIN IS RIGHT—INSIDE. (pun)
8.Dudley Field Malone called my conviction a “victorious defeat.”(oxymoron)
9.The oratorical storm that Clarence Darrow and Dudley Field Malone blew up in the little
court in Dayton swept like a fresh wind through the schools and legislative offices of the United States, bringing in its wake a new climate of intellectual and academic freedom that has grown with the passing years. (metaphor)
IV. Love is A Fallacy
1.Charles Lam, as merry and enterprising a fellow as ………….unfettered the informal essay
with his memorable Old China and Dream’s Children. (metaphor)
2.There follows an informal essay that ventures even beyond Lamb’s frontier. (metaphor)
10.Read, then, the following essay which undertakes to demonstrate that logic, far from being a
dry, pedantic discipline, is a living, breathing thing, full of beauty, passion, and trauma.
(metaphor and hyperbole)
4.My brain was as powerful as a dynamo, as precise as a chemist’s scales, as penetrating as a
scalpel. (simile and hyperbole)
5.It is not often that one so young has such a giant intellect. (hyperbole)
6.Same age, same background, but dumb as an ox. (simile)
7.My brain, that precision instrument, slipped into high gear. (mixed metaphor)
8.She was, to be sure, a girl who excited the emotions, but I was not one to let my heart rule my
head. (metonymy)
9.It is, after all, easier to make a beautiful dumb girl smart than to make an ugly smart girl
beautiful. (antithesis)
10.In other words, if you were out of the picture, the field would be open. (metaphor)
11.I said with a mysterious wink and closed my bag and left. (transferred epithet)
12.First he looked at the coat with the expression of a waif at a bakery window. (metaphor)
13.Back and forth his head swiveled, desire waxing, resolution waning. (antithesis)
14.This loomed as a project of no small dimensions. (understatement or litotes)
15.We went to the Knoll, the campus trysting place, and we sat down under an old oak,…..
(implied allusion)
16.Otherwise you have committed a Dicto Simpliciter. (metonymy)(Otherwise you have
committed a logical fallacy called “a dicto simpliciter…)
17.You are guilty of Post Hoc if you blame Eula Becker. (metonymy) (You have committed the
logical fallacy called post hoc,….)
18.If there is an irresistible force, there can be no immovable object. (antithesis)
19.Petey lay snoring in his bed, the raccoon coat huddled like a great hairy beast at his feet.
(simile)
20.Maybe somewhere in the extinct crater of her mind, a few embers still smoldered. Maybe
somehow I could fan them into flame. (metaphor)
21.After all, surgeons have x-rays to guide them during an operation…(metonymy) (Surgeons
use X-ray photographs to guide them during an operation.
22.There is a limit to what flesh and blood can bear. (synecdoche)
23.The next fallacy is called Poisoning the Well. (metaphor) (The writer compares “the personal
attack on a person holding some thesis” to “poisoning the well”
24.The first man has poisoned the well before anybody could drink from it. (metaphor)
25.He has hamstrung his opponent before he could even start…. (metaphor) (comparing the
speaker’s personal attach to disabling a person by cutting one of the tendons at the back of the knee.)
26.It was like digging a tunnel. (simile)
27.“Polly, I love you, You are the whole world to me, and the stars………space. (hyperbole)
28.I will wander the face of ….. , hollow-eyed hulk. (hyperbole)
29.I was not Pygmalion; I was Frankenstein, and my monster had me by the throat. (allusions)
(He planned to be Pygmalion, to fashion an ideal wife for himself; but he became Frankenstein for Polly (his student) ultimately rejected him (her teacher)
30.You’re darn right. (euphemism) (“darn” is used her for “damn”)
31.I leaped to my feet, bellowing like a bull. (simile)
32.“The rat!” I shrieked. (metaphor)
33.Look at me—a brilliant student, a tremendous intellectual, a man with an assured future. Look
at Petey—a knot head, a jitterbug, a guy who’ll never know where his next meal is coming from. (antithesis)
V. Speech on Hitler’s Invasion of the U.S.S.R
1.I see also the dull drilled, docile, brutish masses of the Hun soldiery plodding on like a swarm
of crawling locusts. (simile)
2.I asked whether for him, the arch anti-Communist, this was not bowing down in the House of
Rimmon. (allusion)
3.The Nazi regime is devoid of all theme and principle except appetite and racial domination.
(metaphor)
4.Still smarting from many a British whipping. (metaphor)
5.Behind all this glare, behind all this storm, I see that small group of villainous men who plan,
organize, and launch this cataract of horrors upon mankind…(metaphor)
6.Any man or state who fights on against Nazidom will have our air. Any man or state who
marches with Hitler is our foe. (antithesis)
7.The Russian danger is therefore our danger, ……fighting for his hearth and home is the cause
of free men and free peoples …..of the globe. (alliteration)
8.….rid the earth of his shadow and liberate its peoples from his yoke. (metaphor)
9.Let us learn the lessons already taught by such cruel experience. (alliteration)
Simile
1.As cold waters to a thirsty soul, so is good news from a far county.
2.The water lay gray and wrinkled like an elephant’s skin.
3.My very thoughts were like the ghostly rustle of dead leaves.
Metaphor
1.Boys and girls, tumbling in the streets and playing, were moving jewels.
2.Snow clothes the ground.
3.The town was stormed after a long siege.
4.He swam bravely against the tide of popular applause.
5.This is not the time to throw up the sponge, when the enemy, already weakened and divided,
are on the run to a new defensive position. (mixed metaphor；a mixture of prized—ring and battle field)
6.There is every indication that Nigeria will be a tower of strength and will forge ahead. (mixed
metaphor; a mixture of a fortress and a ship)
Metonymy
1.Gray hairs should be respected.
2.He is too fond of the bottle.
3.I have never read Li Bai.
Synecdoche
1.Have you any coppers? (=Have you any money?) (coppers stand for coins of low value made
of copper or bronze; here it is the naming of the material (copper) for the thing made (coin))
2.He is a poor creature. (the naming of the genus for the species.)
3.He is the Newton of this century.
Euphemism
Pass away—die, misinform—lie, remains—corpse, visiting the necessary—going to the toilet
Hyperbole
1.The wave ran mountain high.
2.America laughed with Mark Twain.
3.His speech brought the house down.
4.All the perfumes of Arabia will not sweeten this little hand.
Antithesis
1.The quest for righteousness is Oriental, the quest for knowledge, Occidental.
2.Good breeding consists in concealing how much we think of ourselves and how little we think
of the other person.
3. A friend exaggerates a man’s virtues, an enemy his crimes.
4.The convention bought time; it could not bring settlement.
5.Its failures became a part of history but its successes held the clue to a better international
order.
Paradox
1.One man’s terrorist is another man’s freedom fighter.
2. A lover of peace emerged as a magnificent leader of war.
3.My life closed twice before its close.
Oxymoron
1.Conscience is the inner voice that warns us that someone may be looking.
2.Necessity is the mother of invention.
3.The child is father of the man.
4.Experience is the name everyone gives to his mistakes.
Irony
1.….until we are marching backwards to the glorious age of the sixteenth century.
2.He was my friend, faithful and just to me: But Brutus says he was ambitious; And Brutus is an
honorable man.
Sarcasm
1.“Oh,, you’re really a great friend, aren’t you?”
2.He is very generous indeed.
3.Where’s y’ go for it, man—Jamaica?
Satire
1.They’ll be wanderin’ in any time now, sir, --with Old Grape’n’ ’ Guts leadin’ the pack.
2.Bryan, ageing and paunchy, was assisted in his prosecution by his son…Tom Stewart.
3.Bryan mopped his bald dome in silence.
Alliteration
1.We felt strong, smug, secure.
2.Colonel Mueller neither forgives nor forgets.
3.They pay in taxes needed in part to finance Medicare and Medicaid.
https://www.doczj.com/doc/471775367.html,lions depend for their bread and butter on FBI’s smile or its scowl.
5.The fair breeze blew, the white foam flew, the furrow followed free.
Pun
1.One shop announced: Darwin Is Right—Inside.
2.Seven days without water make one weak.
3.If we don’t hang together, we shall assuredly hang separate.
4.Ask for me tomorrow and you shall find me a grave man.
常见修辞手法 一、比喻 （一）比喻的概念：对于两种本质不同但有相似点的事物，把其中一事物比作另一事物的修辞手法叫做比喻。 （二）比喻的结构：比喻在文辞上分为三个成分，即本体 (被比喻的事物或情境)、喻体 (用来比喻的事物或情境)、喻词 (表示比喻关系的词语)。如： 叶子（本体）出水很高，像（喻词）亭亭的舞女的裙（喻体）。 母亲啊，你（本体）是（喻词）荷叶（喻体），我（本体）是（喻词）红莲（喻体）。（三）比喻的作用： 1.用比喻来对某事物的特征进行描绘和渲染，可使事物生动形象、具体可感，进而引发读者联想和想象，给人以鲜明深刻的印象，并使语言文采斐然，富有很强的感染力。如： 柳妈的打皱的脸也笑了起来，使她蹙缩得像一个核桃。 2.对道理进行比喻，用浅显易见的事物对深奥的道理加以描述，化抽象为具体，化繁为简，帮助人们深入理解，并使语言生动形象，富有文采。如： 小石头可以砸破大水缸。（比喻小的可以战胜大的。） 3.加深感情色彩。如： 地下?乌龟?（坦克）乱爬，头上?乌鸦?（飞机）成阵。 （四）比喻的三个基本类型 1.明喻：本体、喻体都出现，中间用喻词“像”“似”“仿佛”“如”“犹如”“如同”等联结，有时后面还有“似的”“一样”等词配合。如： 你的心如小小的寂寞的城。 2.暗喻：本体、喻体都出现，中间用喻词“是”“成了”“变成”“变为”等联结，有时暗喻不用喻词。如： 你的心是小小的窗扉紧掩。 更多的时候，乌云四合，层峦叠嶂都成了水墨山水。 3.借喻：本体和喻词都不出现，直接用喻体代替本体。如： 天上张著灰色的幔。 (直接用?灰色的幔?来比喻黑云。) 我似乎打了一个寒噤；我就知道，我们之间已经隔了一层可悲的厚障壁了，我再也说不出话。（直接用?厚障壁?来比喻?我?和闰土之间的隔阂。） 独有英雄驱虎豹，更无豪杰怕熊罴。（?虎豹?和?熊罴?分别喻指帝国主义和修正主义。）忽如一夜春风来，千树万树梨花开。（?梨花?喻指雪。） 燕雀安知鸿鹄之志哉？ （五）构成比喻的必要条件 1.甲和乙必须是本质不同的事物，否则不能构成比喻。一个句于是不是比喻，不能单看有没有喻词，下列几处情况，虽有喻词，但不是比喻。 ①同类相比。如：她的性格很像母亲。 ②表示猜度。如：这天黑沉沉的，好像要下雨了。 ③表示想象。如：每当看到这条红领中，我就仿佛臵身于天真烂漫的少年时光。 ④表示举例的引词。如：社会主义的中国，在党的阳光的照耀下，涌现出许多英雄人物，像雷锋、焦裕禄等。 2.本体、喻体之间必须有相似点 （六）几种不恰当的比喻 1.在崎岖的道路上向前猛冲，脚步像踩在棉花上似的轻快。（没有相似点。） 2.人民群众的工作干劲像决了堤的洪水，一泻千里，豪情奔放，势不可挡。（喻体不当。） 3.大水一来，可真比老虎还厉害，庄稼、房子、家具被一扫而光。今天，我们已下定决心，一定要和这只老虎拼一拼，非制服他不可。（前后不一致，前面把大水比作比老虎更厉害的其他事物，后面又比作老虎，前后不一致。） （七）比喻的其他特殊类型 1.暗喻有许多变体： ①修饰喻：本体和喻体组成偏正词组，形成修饰与被修饰的关系。如：
Simile 1.They are like the musketeers of Dumas … their thoughts and feelings. 2.The Elizabethans blew on it as on a dandelion…ends of the earth. 3.…like clouds of flies. 4.Everything is done… like inverted capital Ls… 5.And really it was like watching a …armed men,flowing peacefully up the r oad,while the great white birds drifted over them in the opposite directi on,glittering like scraps of paper. 6.My brain was as powerful as a dynamo, as precise as a chemist’s scales, as penetrating as a scalpel. 7.Same age,… but dumb as an ox. 8.Peter lay … coat huddled like a great hairy… 9.It was like digging a tunnel. 10.I leaped to my feet, bellowing like a bull. 11.Grandmother Macleod, her delicately featured face as rigid as a cameo… 12.… the fragrant globes hanging like miniature scarlet lanterns on the thin hairy stems. 13.At night the lake was like black glass… 14.The jukebox was booming like tuneful thunder… metaphor 1.The fact that their marriages may be on the rocks,or that their love affairs have been broken or even that they got out of bed on the wrong side is simpl y not a concern. 2.…did not delve intoeach other’s lives or the recesses of their thoughts and f eeling. 3.It was on such … suddenly the alchemy of conversation … was a focus. 4.The glow of the conversation burst into flames. 5.We had traveled in five minutes to Australia. 6.The conversation was on wings. 7.As we listen… to think ourselves back into the shoes of the Saxon peasant. 8.I have an unending love affair with dictionaries…of common sense. 9.Even with the most educated and the most literate,the King’s English slips and slides in conversation. 10.When E.M.Forster writes of -the sinister corridor of our age,we sit up at t he vividness of the phrase,the force and even terror in the image. 11.They rise out of the earth, they sweat and starve for a few years,…are gone. 12.Down the centre…a little river of urine. 13.…in the past,… by riding the back of the tiger ended up inside. 14.But this peaceful revolution of hope cannot become the prey of hostile powers. 15.And let every other power know that this hemisphere intends to remain the master of its own house. 16.… we renew our pledge of support: to prevent it from becoming merely a
浅析李白诗歌中修辞格的运用 【论文摘要】诗歌是语言艺术的结晶, 诗歌中的修辞手法则是很多诗歌的精华所在。文章从修辞学的角度研究了李白诗歌的艺术特色, 论述了李白诗歌的修辞格式、修辞功能和修辞渊源。这对于李诗乃至唐诗的研究说来, 都是一个新的视角。 【论文关键词】修辞诗歌功能 诗歌是语言艺术。我国的语言是世界上有数的几种最古老最有表现力的语言之一,其表达方式是多种多样的,不但散文的表达是如此, 就是诗词的表达亦如此。语言表达方式的多样性,呈现出修辞艺术的丰富性。修辞,为表达思想提供了良好的方式。陈望道在《谈谈修辞学的研究》中指出:“修辞学的任务是探求修辞现象的规律，缩小所谓‘只可意会，不可言传’的境地。”修辞是对文辞或语辞的修饰，意即如何“刷饰”、“藻绘”或调整安排语言的形式。尽管其有“积极修辞”与“消极修辞”之分，但其共同的主旨都是追求语言文学的通达，使其具有美感作用，激发读者的共鸣。按此古今相通的精神旨趣，从散见于中国传统典籍的修辞理论和论述，到现代学者的归纳整理，修辞的内涵我们可以大约归为以下四类: ①(一)关于一般性修辞原则的讨论;(二)字句篇章的修辞;(三)辞格;(四)文体风格。其中，辞格是修辞艺术中最具活力的因素。首先，辞格本身的创设原则、使用方法和修辞效果等应属修辞原则的讨论范畴，一般性的修辞原则也自然适用于辞格;其次，辞格是形成文字语言特色和文体风格的主要方法。李白诗歌研究, 就其探索艺术手法来说,从修辞学的层面去切入,还是一个新角度。通过辞格, 可以领略诗作绝妙的韵味情致, 窥探诗人独特的诗歌作法。 一、李白诗歌的修辞格式 1、比喻 比喻是利用乙事来说明甲事的一种修辞方式,它由本体被比喻物、喻体比喻物、喻词（像、是等）三部分组成。其作用是：可用以描绘形象、阐述事理、抒发情感等。确切的比喻可使深奥、抽象的事理变得浅显、具体形象的比喻可使事物表达得生动、鲜明,增加作品的艺术感染力。李白诗歌中的比喻十分精采,不论描述重大事件,还是抒发个人情怀,都运用得自然贴切、形象生动。具体例子不胜枚举, 如：以白日喻皇帝, 经紫微（星座名）喻朝廷、以权衡（秤）喻权力“白日耀紫微,三公运权衡。”（《羽檄如流星》, 《古风五十九首》之三十四）以龙鳞喻皇帝及其威严：“有策不敢犯龙鳞, 窜身南国避胡尘。”（《猛虎行》）以阳春喻盛世明君“长啸《梁甫吟》, 何时见阳春”（《梁甫吟》）以浮云蔽日喻奸佞蒙君误国“总为浮云能蔽日,长安不见使人愁。”（《登金陵凤凰台》）以天气恶劣喻政治黑暗
修辞格讲解（01） 1) Simile：(明喻） It is a figure of speech which makes a comparison between two unlike elements having at least one quality or characteristic in common. The simile usually falls into the pattern: 'A is like B' or such expression 'as', 'as…as' , 'as if' etc. The pattern of a simile usually contains a tenor (本体) and a vehicle (喻体). 1) His temper was as explosive as a volcano 2) Playing chess with Ashley is like trying to outsmart a computer. 3) Mary frowned and said, “I believe that taking drugs is like (playing with fire).” 2) Metaphor：(暗喻;隐喻） It is like a simile, also makes a comparison between two unlike elements, but unlike a simile, this comparison is implied rather than stated. A metaphor consists of two main parts: the tenor (本体) and the vehicle (喻体). For example, the world is a stage. 3) Understatement: (低调陈述） It is the opposite of overstatement. It achieves its effect of emphasizing a fact by deliberately(故意地) understating it, impressing the listener or the reader more by what is merely implied or left unsaid than by bare statement. For instance, It is no laughing matter. 4) Metonymy (借代，转喻） It is a figure of speech that has to do with the substitution of the mane of one thing for that of another. For instance, the pen (words) is mightier than the sword (forces). 1) The White House asked the television networks for air time on Monday night. 2) The pen is mightier than the sword. * In the last six years we have won twenty-nine international awards. But no one could accuse us of resting on our laurels. 5) Irony: (反语） It is a figure of speech that achieves emphasis by saying the opposite of what is meant, the intended meaning of the words being the opposite of their usual sense. For instance, we are lucky, what you said makes me feel real good. 6) Climax: (递进法） It is derived from the Greek word for "ladder" and implies the progression of thought at a uniform or almost uniform rate of significance or intensity, like the steps of a ladder ascending evenly. For
修辞格(figures of speech)大体分为三类： 音韵修辞格(phonological rhetorical devices )； 词义修辞格(semantic rhetorical devices) 句法修辞格(syntactical rhetorical devices) （一）音韵修辞格(phonological rhetorical devices) Alliteration就是在一个词组或一个诗行中，有两个以上彼此靠近的词，其开头的音节（或其他重读音节）具有同样的字母或声音. Peter Piper picked a peck of picking pepper.（alliteration） 皮特.派特咽下了一口腌菜用的胡椒粉。 Assonance是在一句话或在一个诗行中间，有两个或更多的词具有相同的元音。 With this faith we will be able to hew out of the mountain of despair a stone of hope. 怀着这个信念，我们能把绝望的大山凿成希望的磐石。 Onomatopoeia是模仿事物发出的声响的修辞手法，与汉语的拟声辞格完全相同。恰当地运 用它可以使语言更加形象生动。 在英美文学终，拟声词的应用非常广泛： 如：摹仿金属声的有：clash, clank, ting, tinkle, clang, jangle, ding-dong, tick-tack, etc. 摹仿水等液体声的有：splash, bubble, sizz, sizzle, splish-splosh, drip-drop, etc.摹仿各种动物叫声有：neigh, baa, moo, miao, screech, hiss, cook-a-doodle-do, etc.摹仿人的各种声音有：giggle, chuckle, shriek, snort, sneeze, snigger, smack, whisper, grunt, grumble, mumble, sputter, murmur, chatter, gurgle, whoop, etc. note: (词义的转变)英语拟声词往往不仅仅指声音，并兼指产生声音的动作，（即转义后可做动词或名词）： 如：flap本指扁平物体拍打时发出的“啪嗒”声，但转义后也可做动词“拍打”（动词to flap,名词a flap） 又如：bang本指“砰砰”的敲物声，转义后，可指敲物的动作＂敲打＂（v. to bang, n. a bang） （二）词义修辞格(semantic rhetorical devices) 词义修辞格主要借助语义的联想和语言的变化等特点创造出来的修辞手法。它们主要包括simile, metaphor, allusion, metonymy, transferred epithet, personification, hyperbole, irony, euphemism, pun, oxymoron, zeugma etc. Simile与汉语的明喻基本相同，用某一事物或情境来比拟另一个事物或情境。其本体和喻 体均同时出现在句中，在形式上是相对应的。英语simile的比喻词一般是like, as（……as）等,汉语明喻的比喻词通常是好象、仿佛等。例如： As brave as a lion 像狮子一样勇猛。 As timid as a rabbit胆小如鼠 Metaphor兼有汉语隐喻、暗喻特点，如： Experience is the mother of wisdom.经验为智慧之母。 He has a heart of stone.他的心像石头一样硬。 My brother studies hard. He is the head of his class.我弟弟学习很用功，他在班上
学院:人文学院 姓名:王梦迪 班级:中本072班 学号:07010231 浅谈成功广告语中修辞格的运用 摘要:当今社会随着商品经济的飞速发展,各种各样的广告扑面而来。作为广告的核心——广告语,则成了广告成功与否的关键。在现代广告语中,为使其更具吸引力,修辞格被广泛运用其中。恰当地运用修辞格,已成了成功广告语中的点睛之笔。 关键词:广告广告语修辞格 众所周知,随着我国市场经济迅速发展,商品竞争显得异常激烈。在信息时代,要想在市场立于不败之地,除了其自身的质量等因素外,好的宣传也是极其重要的。而无疑,广告是宣传商品的最佳途径。现今,每天数以万计的广告通过电视、广播、报纸、网络等各种媒体向我们扑面而来,令我们应接不暇。“我们呼吸的空气有氧气、氮气和广告组成。”法国广告评论家罗贝尔·格兰如是说。 作为广告的重要载体——广告语,在广告作品中的地位是举足轻重的,能起到点睛成石的效果,从而使广告更有魅力,更有竞争力。[1]“据有关专家调查统计,广告效果的50%—75%来自广告的语言文学,广告语言在广告传播中占有重要作用。” 鲁迅说过:“正如作文的人,因为不能修辞,于是不能达意。”不仅作文如此,这句话同样也适用于广告语。恰当地使用修辞,能[2]“使其具备一定的…发现特征?带给消费者启示和联想,使之言有尽而意无穷。”由此可见,修辞之于广告语也是不可或缺的。下面就此谈一些优秀广告语中的修辞格的运用。 ⑴双关
[3]“利用语音或语意条件,有意使语句同时观顾表面和内里两种意思,言在此而意在彼,这种辞格叫双关。” 一般可把双关分为语义双关和谐音双关。 1.语义双关例如: ①实不相瞒,天仙牌的名气是“吹”出来的。(天仙牌电扇广告 广告中的“吹”字,一下子就吸引住了人们的眼球,使人们产生疑惑:“吹”字在很多场合是表示吹牛、说大话、虚假浮夸,可为什么商家还说名气是“吹”出来的呢?带着这个疑惑,人们会更深地了解其产品,最后才恍然大悟,哦,原来是电扇!电风扇的功能就是吹风,风扇好不好,一吹便知晓。此则广告恰当好处地运用了“吹”字的多义性,从而增加了广告的吸引力和趣味性。 ②人类没有联想,世界将会怎样?(联想电脑 广告抓住联想对于世界的重要性这一事实,带出联想电脑的重要性。联想一词的词义是指一种由此及彼的想像力,广告中又双关集团名称及电脑品牌。这就使人们在认同联想的重 要性时,也“默认”了联想电脑的重要性,从而达到提高品牌知名度的效果。 ③金鸡牌鞋油,为足下添光彩。(金鸡牌鞋油 “足下”一词,既反映脚下穿的皮鞋,又是对消费者的尊重,使消费者的情感得到感染,心情愉悦,也就不难接受金鸡牌鞋油的双重功效——不仅能使你的鞋子添光彩,而且还使你添光彩。 2.谐音双关例如: ①奥威手表,一“戴”“添”骄。(奥威手表广告
修辞手法介绍 1、比喻：就是打比方，指用具体的、浅显的、人们比较熟悉的事物去表现抽象的、难懂的、人们少见的事物的一种修辞方法。 比喻由本体、比喻词、喻体三部分构成。本体和喻体两种事物之间必须在某一方面有相似之处但又不同类，比喻词常用的有“好像、像……一样（似的）、仿佛、是、成了”等。 例：在阳光的照耀下，漫山的山茶花仿佛千万颗红星在闪闪发光。 2、拟人：就是把人以外的事物当作人来写，使它像人一样会说话、有感情、做人的动作。 例：淘气的小闹钟每天准时把我叫醒。 3、排比：就是有三个或三个以上结构相似、相同或意思相关，字数大致相等，语气一致的句子排列在一起的。（一般有相同的字眼为标志。） 例：学好了语文，我们才会读书看报，才会写信写日记，才会写作文。 4、夸张：就是为了突出某一事物，有意把事物的形态、特征、作用进行扩大或缩小来描述。例：在巴掌大的监狱里，同志们照常锻炼身体。 5、反问：用疑问的形式来表达肯定的意思的一种修辞方法。无疑而问，不需回答。多用“难道、怎能、怎么”等词作反问词。 例：（1）作为一个小学生，怎能不努力学习呢？ 6、设问：就是有针对性提出一个问题，然后把自己的看法谈出来。实际上就是自问自答。 例：我能被中条山的风吓倒吗？不能，绝对不能。 7、对偶：指用结构相同、字数相等、意思相关或相反的两组句子组成对句的一种修辞方法。（对联一般采用对偶的写法，还有一些古诗句也运用了对偶的写法。） 例1：风声雨声读书声，声声入耳；家事国事天下事，事事关心。 例2：两个黄鹂鸣翠柳，一行白鹭上青天。 牛刀小试 1、几场春雨过后，许多鲜嫩的笋，成群地从土里探出头来。（）
2、危楼高百尺，手可摘星辰。（） 3、牛群吃草时非常专注，有时站立不动，仿佛正在思考着什么。（） 4、一个麦穗儿，就是一个跳动的音符。（） 5、是谁又吹响了那欢快、柔美的麦哨？是田间玩耍的孩子们。（） 6、骆驼是沙漠之舟。（） 7、兴安岭多会打扮自己呀：青衫作伴，白桦为裙，还穿着绣花鞋！（） 8、不劳动，连棵花也养不活，这难道不是真理吗？（） 9、随着山势，溪流时而宽，时而窄，时而缓，时而急，溪声也时时变换调子。（） 10、在轻轻荡漾着的溪流的两岸，满是高过马头的野花，五彩缤纷，像织 不完的锦缎那么绵延，像天边的霞光那么耀眼，像高空的彩虹那么绚烂。（）（） 11、生物真是人类的好老师啊！（） 12、不再胆怯的小白菊，慢慢地抬起它们的头。（） 13、你难道要违背人类的真理吗？（） 14、森林里的害虫大量繁殖，成群地向树木进攻，吃树叶，咬树根，钻树心。（） 15、像这样一条多灾多难的祸河，怎么能成为中华民族的“摇篮”呢？（） 16、大漠孤烟直，长河落日圆。（） 17、太阳冲破了云霞，跳出了海面。（） 18、桂子花开，十里飘香。（） 19、他在呼唤什么？在呼唤和平。（） 20、桂林的山，像老人，像巨象，像骆驼，奇峰罗列，形态万千。（）
一、词语修辞格 （1）simile 明喻 ①...a memory that seemed phonographic ②“Mama,” Wangero said sweet as a bird .“can I have these old quilts?” ③Most American remember M. T. as the father of... ④Hair is all over his head a foot long and hanging from his chin like a kinky mule tail. ⑤Impressed with her they worshiped the well-turned phrase, the cute shape, the scalding humor that erupted like bubbles in lye. ⑥My skin is like an uncooked barley pancake. ⑦She gasped like a bee had stung her. （2）metaphor 暗喻 ①It is a vast, sombre cavern of a room,… ②Little donkeys with harmoniously tinkling bells thread their way among the throngs of people entering and leaving the bazaar. ③The dye-market, the pottery market and the carpenters’ market lie elsewhere in the maze of vaulted streets which honeycomb the bazaar. A ④the last this intermezzo came to an end… ⑤…showing just enough of her thin body enveloped in pink skirt and red blouse… ⑥After I tripped over it two or three times he told me … ⑦Mark Twain --- Mirror of America ⑧saw clearly ahead a black wall of night... ⑨main artery of transportation in the young nation's heart ⑩All would resurface in his books...that he soaked up... ?When railroads began drying up the demand... ?...the epidemic of gold and silver fever... ?Twain began digging his way to regional fame...
浅谈通感的修辞手法 通感，就是在人们的审美活动中使各种审美感官，如人的视觉、听觉、嗅觉、触觉等多种感觉互相沟通，互相转化。钱钟书先生说过，“在日常经验里，视觉、听觉、触觉、嗅觉、味觉往往可以彼此打通或交通，眼、耳、舌、鼻、身各个官能的领域，可以不分界线……”是“一种感觉超越了本身的局限而领会到属于另一种感觉的印象”。从接受美学的角度就是指感觉器官的互换。即把各种感觉（听觉、视觉、嗅觉、味觉、触觉等）沟通起来，用甲感觉去描写乙感觉，这种修辞手法叫“通感”。 在通感中，颜色似乎会有温度，声音似乎会有形象，冷暖似乎会有重量。它往往用形象的语言使感觉转移，凭借感受相通，互相映照，以启发读者联想，体味余韵，用来渲染并深化诗文意境。 通感技巧的运用，能突破语言的局限，丰富表情达意的审美情趣，起到增强文采的艺术效果。 请看： 1．“微风过处，送来缕缕清香，仿佛远处高楼上渺茫的歌声似的。”(朱自清《荷塘月色》) 此处将嗅觉移植为听觉，“缕缕清香”与“渺茫的歌声”，虽然前者是从嗅觉的角度描述的，后者是从听觉的角度摹声的。但是，二者在许多方面有相似之处，如时断时续，若有若无，清淡缥缈，沁人心脾等。因此，作者通过联想与想象借远处高楼上渺茫的歌声的隐隐约约，清幽淡雅来表现荷香的若有若无，清幽淡雅，不仅揭示了事物的本质特征，而且创造出一个美好的意境。又如： 2．“塘中的月色并不均匀，但光与影有着和谐的旋律，如梵阿玲上奏着的名曲。”（朱自清《荷塘月色》） 这是视觉移植为听觉，月的光华和阴影，朦胧婆娑，相互映衬，以小提琴演奏的“名曲”的旋律来形容它们的和谐声响，来表现月光树影组合的协调，给人一种悠扬、优美，很近肉内的感觉，同时烘托出一种温馨、幽雅的氛围，将读者带到一种美好的幻景。 有人认为“通感”就是一种“特殊的比喻”，其实不然。“通感”与“比喻”两种辞格的不同点在于：通感，即感觉的转移；比喻，就是打比方。即用具体的事物比抽象的事物，用大家熟知的事物比大家陌生的事物，用浅显的道理比深奥的道理。其修辞效果：或通俗易懂或生动形象。如朱自清写静态荷花，连用了三个比喻，“正如一粒粒的明珠”，“又如碧天里的星星”，“又如刚出浴的美人”，分别描绘出月下荷塘荷花的静态美。“一粒粒的明珠”“碧天里的星星”，写出月光洒向满池荷花荷叶上的露珠，发出晶莹剔透的闪光；“刚出浴的美人”，给人以想象，如果把开放的荷花姑娘的脸庞，那么，翩翩翻动的荷叶就是姑娘们身着的裙裾，给人以荷花妖艳却不染纤尘的美质。 又如，“月光如流水一般，静静地泻在这一片叶子和花上” “那声音仿佛是朦胧的月光和玫瑰的晨雾那样温柔；又像是情人的蜜语那样芳醇；低低地，轻轻地，像微风拂过琴弦，像落花飘零在水上”，这一连串的比喻无不是从视觉、听觉等感觉器官描摹出荷塘与月色交融在一起，其幽雅、朦胧、幽静的物态之美栩栩如生地展出来。因此，比喻的特点主要在于本体与喻体之间的相似点；而通感主要在感觉器官的转移上。 不过，通感的修辞手法常常是以“兼格”的修辞样式出现的。即一种修辞格之中包含了另一类修辞格，形成了主格和次格（或“副格”）两种修辞格兼用的现象。例如： （1）“通感+比喻”格。例如，“微风过去，送来缕缕清香，仿佛远处高楼上渺茫的歌声似的”；“光与影有着和谐的旋律，如梵婀铃上奏着的名曲”。句中兼用通感和比喻两种修辞格，主格为“通感”，副格是“比喻”。 （2）“通感+拟人”格。例如，“红杏枝头春意闹”，是兼用通感和拟人两种修辞格，用拟人的手法勾连起两种相通的感觉。 总之，通感艺术审美观照的艺术对象，从现实的感觉与想象中的另一种感觉的相互沟通，再造形象之美，并让读者从中获得艺术的无穷魅力。值得注意的是运用通感要注意两种感觉之间的联系，既使得感觉器官得到“沟通”，又得给读者受到艺术“感悟”，从而创造出新的艺术形象来。 [牛刀小试] 一、分析下列句子中的通感手法，说说它们的作用。 1、暮色灰黄而凉爽，本来就宁静的黄昏，静止了一般。（陈丹燕《玻璃做的夏天》） 暮色可视不可感，“凉爽”是感觉效果移用于视觉。 2、被角的湿冷使我惊醒，歌声还在心的深处长颤。（沈从文《遥夜》） 歌声“长颤”是感觉效果移用于听觉。 3. 突然有钟声缓缓飘上来，很重，很古老，很悠久，很轻柔。（陈丹燕《玻璃做的夏天》）
1移用“词语移用”是把惯用以描写甲事物的词语用以说明或形容乙事物，从在而创造一种巧妙的耐人寻味的艺术效果的修辞手法。 如高中语文课本第六册《威尼斯》一文中“这方场中的建筑节奏其实是和谐不过的”一句中“节奏”本来是音乐术语，是指音乐中交替出现的有规律的强弱长短现象，这里却用它来形容建筑物色彩的浓淡明暗和位臵的高低错落的情况。又如“建筑也是新式，简洁而不罗嗦，痛快之至”一句中“简洁而不罗嗦”本来是用来形容或评论说话、写文章直截了当，爽快直率的，这里以形容建筑物造型的简洁，外部装饰少的特点 2通感通感就是把不同感官的感觉沟通起来，借联想引起感觉转移，“以感觉写感觉”。通感技巧的运用，能突破语言的局限，丰富表情达意的审美情趣，收到增强文采的艺术效果。举例子来说吧：欣赏建筑的重复与变化的样式会联想到音乐的重复与变化的节奏；闻到酸的东西会联想到尖锐的物体；听到飘渺轻柔的音乐会联想到薄薄的半透明的纱子。最典型的例子就如楼上所举的（朱自清《荷塘月色》）：微风过处，送来缕缕清香，仿佛远处高楼上渺茫的歌声似的”。此文中清香乃是嗅觉，歌声乃是听觉，作者将两种感觉互通，即为通感。 3比喻比喻就是“打比方”。即抓住两种不同性质的事物的相似点，用一事物来喻另一事物。比喻的结构一般由本体（被比喻的事物）、喻体（作比方的事物）和比喻词（比喻关系的标志）构成。构成比喻的关键：甲和乙必须是本质不同的事物，甲乙之间必须有相似点，否则比喻不能成立。比喻的作用主要是：化平淡为生动；化深奥为浅显；化抽象为具体；化冗长为简洁。
比喻的种类 ①明喻。典型形式是：甲像乙。本体喻体都出现，中间用比喻词“像、似、仿佛、犹如”等相联结。例如：收获的庄稼堆成垛，像稳稳矗立的小山。” ②暗喻。典型形式是：甲是乙。本体喻体都出现，中间没有比喻词，常用“是”、“成了”、“变成”等联结。例如：马克思主义和中国革命的关系，就是箭和靶的关系。 ③借喻。典型形式是：甲代乙。不出现本体，直接叙述喻体。但它不同于借代。借代取两事物相关点，借喻取两事物的相似点。例如：放下包袱，开动机器。④博喻。连用几个比喻从不同角度，运用不同的相似点对同一本体进行比喻。例如：层层的叶子中间，零星地点缀着些白花，有袅娜地开着的，有羞涩地打着朵儿的；正如一粒粒明珠，又如碧天里的星星，又如刚出浴的美人。（“明珠”、“星星”“刚出浴的美人”分别从色彩、光华、感受等角度，抓住光亮、隐约闪烁、清新洁静等相似点来描绘出荷花的美。 4比拟比拟就是把一个事物当作另外一个事物来描述、说明。比拟的辞格是将人比作物、将物比做人，或将甲物化为乙物。运用这种辞格能收到特有的修辞效果：或增添特有的情味，或把事物写的神形毕现，栩栩如生，抒发爱憎分明的感情。诗歌、小说、散文、寓言、童话等经常使用比拟的辞格。 比拟可以分为拟人、拟物两类。 1、拟人。拟人就是把物当作人来写，使之人格化，使物具有人性、人情。 2、拟物。拟物有时是把人当作物来写，有时是把甲物当作乙物来写。
一．词语修辞格 (1) simile 明喻 它根据人们的联想，利用不同事物之间的相似点，借助比喻词(如like，as等)起连接作用，清楚地说明甲事物在某方面像乙事物 I wandered lonely as a cloud. ( W. Wordsworth: The Daffodils ) 我像一朵浮云独自漫游。 They are as like as two peas. 他们两个长得一模一样。 His young daughter looks as red as a rose. 他的小女儿面庞红得象朵玫瑰花。 ①―Mama,‖ Wangero said sweet as a bird . ―C an I have these old quilts?‖ ②Hair is all over his head a foot long and hanging from his chin like a kinky mule tail. ③My skin is like an uncooked（未煮过的）barley pancake. ④The oratorial（雄辩的）storm that Clarence Darrow and Dudley Field Malone blew up in the little court in Dayton swept like a fresh wind though the schools… ⑤I see also the dull（迟钝的）, drilled（训练有素的）, docile（易驯服的）, brutish （粗野的）masses of the Hun soldiery plodding（沉重缓慢地走）on like a swarm（群）of crawling locusts（蝗虫）. （2）metaphor 暗喻 暗含的比喻。A是B或B就是A。 All the world’s a stage, and all the men and women merely players演员. ( William Shakespeare )整个世界是座舞台，男男女女，演员而已。 Education is not the filling of a pail桶, but the lighting of a fire. ( William B. Yeats ) 教育不是注满一桶水，而是点燃一把火。 ①It is a vast（巨大的）, sombre（忧郁的）cavern（洞穴）of a room,… ②Mark Twain --- Mirror of America ③main artery（干线）of transportation in the young nation's heart ④The Duchess of Croydon kept firm, tight rein on her racing mind. ⑤Her voice was a whiplash（鞭绳）. ⑥We shall fight him by land, we shall fight him by sea, we shall fight him in the air,
1. 明喻simile Simile refers to a direct comparison between two or more things, normally introduced by like or as. He has been as drunk as a fiddler’s bitch. 1. 他醉得像小提琴手的母狗。 2. 他曾喝得酊名大醉/烂醉如泥。 If We haven’t got any money, we can’t buy a television.It’s as plain as the nose on your face. 1. 如果我们没有钱，就不能买电视机。这就像脸上的鼻子一样清楚明了。 2. 没有钱我们就不能买电视机。这就像秃子头上的虱子——明摆着的事。 Mr. Smith may serve as a good secretary, for he is as close as an oyster. 史密斯先生可以当个好秘书，因为他嘴巴紧得像牦蛎. 史密斯先生可以当个好秘书，因为他守口如瓶。 I see also the dull, drilled, docile, brutish masses of the Hun soldiery plodding on like a swarm of crawling locusts. 2. 隐喻metaphor Metaphor is an implied comparison between two or more things achieved by identifying one with the other. That lady tries to make sheep’s eyes at her new boss. 1. 那位女士想向新老板投去绵羊之眼。 2. 那位女士想向新老板献媚。 Little donkeys with harmoniously tinkling bells thread their way among the throngs of people entering and leaving the bazaar. It grows louder and more distinct, until you round a corner and see a fairyland of dancing flashes, as the burnished copper catches the light of innumerable lamps and braziers. The dye-market, the pottery-market, and the carpenters’ market lie elsewhere in the maze of vaulted streets which honeycomb this bazaar. It is a vast ,somber cavern of a room ,some thirty feet high and sixty feet square , and so thick with the dust of centuries that the mudbrick roof are only dimly visible. Churchill, he reverted to this theme, and I asked whether for him, the arch anti-communist, this was not bowing down in the House of Rimmon. I see the Russian soldiers standing on the threshold of their native land ,guarding the fields which their fathers have tilled from time immemorial. I see the German bombers and fighters in the sky ,street smarting from many a British whipping