太原理工大学
硕士学位论文
论修辞手段在广告英语中的应用
姓名：王晓红
申请学位级别：硕士
专业：外国语言学与应用语言学
指导教师：赵安源
20060501太原理工大学硕士研究生学位论文
论修辞手段在广告英语中的应用
摘要
本文从修辞学的角度对广告英语的语言进行了尝试性的探索。随着商业和市场经
济的发展，广告对现代社会起着极其重要的促进作用。在近几十年，广告更引起社会
学、心理学、语言学及媒介学的极大关注。广告英语以它的独特风格和劝说功能成为
一门标准的专业语言，可是它并不是通过语言直接显示其劝说意图，而是通过特殊的
手段来打动消费者，激起他们的好奇心，刺激他们去购买。换言之，广告的语言必
须具有新颖信，趣味性，才能引起消费者的注意和记忆。因此，设计出一则成功的广
告，设计者需要：1．熟悉广告的目的，功能，结构和语言特征，尤其是广告语言所
要达到的效果。2．找到一种实用，全面的理论指导广告语言的创作。3．灵活运用一些
实用的写作手法。
在广告语言众多的语言手段中，修辞起到了积极的作用。它丰富了语言的内涵，
加深了语言的说服力。修辞具有三种功能：1．劝说的艺术。2．写作技巧。3．一种文体。由于广告英语与修辞的作用的一致性而被描述为修辞的海洋。新颖的语音韵律、创新
的词汇、丰富的旬式、生动的描写为广告英语增加丰富多彩的表现力。这种表现力是
无法通过语言学的手段体现的。
本文主要从修辞的角度分析并总结了修辞手段在广告英语中的应用。在文章的第
一部分，简要介绍了广告的概念，功能，基本结构，分类以及有关对广告不同认识，
然后在第二部分以实例详尽地阐述了前人对广告语言的独到的研究方法。第三部分作
为过渡，总结了修辞在不同历史时期所发挥的作用。最后，以充分的例证从语音，词
汇及句法方面分析并总结了修辞手段在广告语言中的应用。本文旨在丰富广告语言和
修辞学的研究，以求给广告设计者在实践中提供一些写作启示。
关键词：广告英语劝说文体修辞手段
111太原理工大学硕士研究生学位论文
THEAPPLICATION OF RHETORICAL DEVICES
IN ADVERTISING ENGLISH
ABSTRACT
This dissertation made an attempt in exploration of advertisement in the rhetorical perspective．With the development of commercial industry and market—oriented economy
in modern society，advertising is showing its vital importance in commercial power．Advertisements have，in recent years，aroused great interest in a wide range of academic fields such as sociology，psychology，economics，linguistic and media studies．As a frequently—used language in the business world，English for advertisement has become standardized and professional one with its distinctive style and strong persuasive intention．However,advertisement s don’t reveal their intentional force on the surface of language but impress people by unique devices，then arouse their interest and stimulate them to take
action．That is to say，it is because of the creative and appealing language that advertisement fulfi lls its intentions that draw the prospective consumers’attention and their memory．To produce an excellent advertisement，the advertisers need to
i)be familiar with
the objectives，the functions，the structure and the verbal features of advertisements；ii)
find a profound，practical and thorough theory as a guidance of advertising planning；iii)be flexible in the use of some practical writing techniques，Among the language devices used
in advertisements，rhetorical devices play a positive role for its versatile connotation and strong persuasions．Rhetoric has the functions as an art of persuasion，as the technique of writing and as a style．Nowadays，advertising English is regarded as the sea of rhetoric for
its coincident aim with that of rhetoric．Except the representative verbal features that
include the choice of the words，the fixed syntactic patterns and the varied standard discourses of the advertising English，its rhetorical features which cover phonetic rhyme，innovative phrases，specially-structured sentences and vivid descriptions brighten the
colors which the advertising English performs through the language points．
This dissertation analyzes and summarizes the application of the rhetorical devices in太原埋工大学硕士研究生学位论文
advertising English．The first part introduces the concept，the function，the classification
and the fundamental structure of the advertisement，as well as some selected approaches to the advertising research．Then，with the detailed analysis of the examples，the paper goes
on to
investigate the previous approaches of the advertising English in the second part．The
third part，as a transition，explains the historical roles of rhetoric in different periods．Finally，the fourth part deals with the application of the rhetorical devices in advertising designing thoroughly with ample examples from the phonetic，lexical and syntactic angles．
It is expected that the thesis would enrich the study of advertising English and the
rhetorical research，as well as give aid to the advertisers in their advertising originality．KEYWORDS：Advertising English，Persuasion，Style，Rhetoric devices太原理工大学硕士研究生学位论文
INTRODUCTlON
O．I Reasons for doing the research
With the intense globalization in the new century,advertising plays an
increasingly significant
role in the world economy As an essential component of a commercial market and the free enterprise system，advertising is going deep into various parts of our lives．Every day，people are exposed to advertisements whenever they open their mailbox，turn on their radios or TV sets，or go
walking along the streets．In fact，advertising becomes something that influences everyone living and working in a society
In recent
years advertising has aroused great interest in academic fields such as business，psychology,sociology and linguistics．Some scholars even study it as an interdisciplinary subject．However,amidst the researches on advertising,the study of advertising language in the rhetorical perspective，especially the phonetic rhetorical devices is comparatively scarce．Therefore，instead
of exploring the psychological，semiotic，communicative，sociological aspects of advertising，the
author will focus the discussion on the rhetorical part of English advertisements and deal exclusively with print ads from media of newspapers and magazines．In fact，it is in print ads that advert!sing language is applied to its greatest extent to reach the advertisers’goal．
0．2 General purpose ofthe paper
The general purpose of this dissertation is to analyze and summarize the application of rhetorical devices in advertising English．As we know,the ultimate goal of the advertisement is to persuade the people to take action to buy．1f an advertiser wants his advertisements to achieve the
persuasive effect，he has to devise a creative and different language to impress people．Besides the
traditional linguistic techniques，advertisers have no better way to deal with the problem of language inflexibility．To solve this problem，I just do this research that the rhetorical devices are applied in the designing of the advertisement．By analyzing and concluding the examples，1 t叮to
find out some practical writing theory and method to give the guidance to the advertiser‘S creation
of vogue and connotative advertisement．In the process，the comparisons between verbal and rhetorical devices are shown from these two different angles．1 wish the advertiser could understand
some comprehensive techniques which the rhetorical devices represent，and they also could realize
the importance of rhetoric in advertising．
O．3 Researeh sources
My current research into the rhetorical devices in advertising English has SO far revealed some太原理：I：大学硕士研究生学位论文
practical features about rhetorical devices．This research has emphasized principally on the advertisements in written English、And the main soHrces are from the advertising，illustrations in magazines，journals and other printed press from 2002 to 2005 They are：
Advertising
Journal ofAdvertising
Town＆Country
Travel＆Leisure
Reader's Digest
Food＆Wine
Entertainment
Automobiles
Computers
Yahoo!Interact Life
Education Digest
National Geographic
Country Living
Economist
Time
Sale and Marketing Management
Science News
Men’s Health
Women’s Day
Fitness
0．4 Research method
The research method employed in this paper is inductive．Jn the paper，the collected samples are analyzed and categorized in a systematic way,and then they am listed in the different parts of the thesis accordingly The samples for the effect of phonetic purposes ale expressed in 4 1·the phonetic part；those with clever choice of words are in 4．2，lexical part and the ones to achieve specific effects with sentence patterns in 4．3，syntactic part．Whm’s more，the author also summaries the brief development of the advertisement for the sake of easy understanding of the employment ofthe rhetorical devices in the advertisement·太原理工大学硕士研究生学位论文Chapter I．General Review of Advertisement
1．1 The Definition ofAdvertising in Commercial Soeiety
The English word，advertise，has a Latin origin in“advertere’’which means to draw somebody’s attention to something or to inform someone of something through newspapers，handbills，radio，etc，so as to make people want to buy it．Up to now,various definitions of advertising have been made from different perspectives．However,the advertising’s underlying function to inform and its ultimate goal to sell remain unchanged．In the Britannica Encyclopedia：
advertising is generally defined as any openly sponsored offering of goods，services，or ideas through any medium of public communication．Today,the widely adopted definition was put forward by the American Marketing Association：
“Advertising is the nonpersonal communication of information，usually paid for and usually persuasive in nature，about products(goods and services)or ideas by identified sponsors through the various media”
In this comprehensive definition，the word“nonpersonal’’means the sellers indirectly sell their products to the buyers．‘‘Communication”means not only speech or
pictures，but any way in
which one can pass information，ideas or feelings to another Thus communication uSeS all of the senses：smell，touch，taste，sound and sight，of which only sound and sight are really useful in advertising．“Information”is defined as knowledge，facts or news．However，you should bear in
mind that one person’s information is another person’s seam，particularly when advertisers talk about their products．”Paid for'’is pretty straightforward．If an advertisement is created and placed
in the media，the costs of creation and time or space in the media must be paid for This is a major area in which advertising departs from public relations．”Persuasive”stands to re．on as part of the
definition of advertising The basic purpose of advertising is to identify and differentiate one product from another in order to persuade the cousumers to buy a certain product in preference to
another．
The various media that people have invented and used and continue to use include newspapers，magazines，radio，television，billboards，transit cards，sandwich boards，skywriting，and posters，virtually anything that aids communicating in a non-§ersonal way idea from one person or group to
another person or group In present-day society,TV is thought to be the most common and all—side
way of advertising media,as it delivers the information to audience with the combination of the motivating music，vivid picture and provoking language；While the radio is aiming at appealing the
people through the acoustic effect such as the rhythmical music，and helping them understand the太原理：[大学硕士研究生学位论文
content of the advertising so as to influence them unconsciously while they are driving，cooking or
doing the other things．The performance of the newspapers and the magazines are not the same as
lhe former media，because the printing advertisement，besides the pictures．draws the people’s
attention by the impressive language，the content and the clarification of the concept．The most benefit ofthe print advertising is that it can contain more complicated and abstract ideas，as well a5
it can be stored for repetitious reading．The circulation of the communication accelerates with the
effective advent of the wide availability ofelectronic mail and access to the World Wide Web in the
I 990s，the Internet has also become an important advertising venue．Whatever the form that advertiser chooses，the language use in advertising is indispensable，so that the degree of the impression oflhe language directly decides how much degree ofthe acceplance to the products and
the attitude for their action．
1．2 TheAim and Function oftheAdvertise呦ent
Advertisement is，by nature，a persuasion which is directed at large groups of people by means ofmedia．The aim ofadvertisement is to“capture the attention ofthe mass audience by means ofa short message and to persuade them to buy the products．”(O’donnell，l 980：1 04)In some degree，
advertising is considered to be the invisible lobbyist，influencing the people by its powerful and intenlional words
A successful advertisement must obey the rules of the‘‘A1DCA”which is Attention，Interest，Desire and Action．Anention—a good advertisement should attract the consumer to direct their attention to the product of it Interest---the introduction and publicity of an advertisement should arouse consumers’great interest Desire--the publicity of advertising should stimulate consumers’desire to buy the product，and make them realize that this product is just what they want Action—the advertising makes consumer to respond to the advertising information and evoke them
to take the action of purchasing．In order to attain the level，the advertising is actually a combination of the scientific intelligence，the psychological sensibility,commercial smartness and the artistic performance．
1．3 The Fundamental Structure ofAdyertisement
Print advertising is usually composed of verbal and nonverbal parts The nonverbal part
includes color,layout，illustration，etc，which arc，howeveL not the focus of this thesis．The linguistic concern lies in the verbal part of print ads whose key components are headlines，body copy and slogans．
Headlines refer to the words at the head of the advertisements．They are placed in the leading position to draw the most attention David Ogilvy pointed out that people who read only headlines
were five times more than those who browsed through the whole advertisements．In a print
4太原理工大学硕士研究生学位论文
advertising，the headline is often regarded as the attention catcher,the key function of headlines is
to draw consumers’attention，arouse their interest，and lead them to Ihe body copy E．g．：①TOYOTA LAND CRUISER……When there’s no road，it makes its own
The advertisement uses a main headline which shows the brand name whiIe the sub-headline introduces the car’s function and powerful motion to get people interested in the content below and
to go on reading．
A body copy is a logical continuation of the headline．Its main role is to elaborate on the characteristics and the fimctions ofthe advertised promise brought about in the ads headlines．The
body text aims at making consumers believe the“promise’’which is regarded as the soul of an advertisement in the eyes of most advertisers．Here，the‘‘promise”is something that could stimulate consumers’desires ofownership and eventually persuade them to take actions to buy．Nevertheless，the sale does not close at the end of the body．Slogans still play an important role in advertisements．They are short and concise phrases or sentences that are easy to remember．
Slogans have basic purposes：to establish an image of the advertised product or its corporation；to
provide continuity in consumer recognition；and to reduce key themes to brief and striking statements．Slogan identification includes Iogos，trademarks，product names and taglines．Generally
speaking，only few noted brands have the well—known slogans，for instance：
②Fresh with the Seven-up．(Seven-up)
③Taste that beats the other cold．(Pepsi—cola)
④Thing goes better with Coca-Cola．(Coca-Cola)
⑤Above all in refreshment—Salem．(Salem cigarette)
⑥Ask the More．(More cigarette)
1．4 The Classification ofAdvertisement
The advertisements can be classified into four groups by such factors as target audience，functions，and product types The four groups are Consumer Advertising，Business Advertising，
Service Advertising，and Public Benefit Advertising．
1．4．1 ConsumerAdvertising
Most television，radio，newspaper and magazine ads are consumer advertisements．They are sponsored by the manufacturer of the product or the dealer who sells the product．They are usually
directed at the ultimate consumer of the product or at the person who will buy the product for someone else’s use For example，a magazine advertisement for Coca-Cola may be aimed at both the purchaser and the consumer．A commercial for dog food Oil television，however,is aimed at the太原理工大学硕士研究生学位论文
purchaseq not the consumer,ofthe product．
The consumer advertising includes alcoholic ads，cigarette ads，drink ads，food ads，wear ads．cosmetic ads，automobile ads，domestic electric appliance ads，and other products which are used
and purchased by ordinary people．"10 this kind of advertisements，most people have developed fl
kind of ambivalent psychology On the one hand，they are bored with the endless advertisements hidden in the newspapers and magazines，clamoring on the radio，or dazzling Ofl the TV．On the other hand，they still need the information to guide their purchasing．Therefore，to atlract the cousumers’attention is the most important task for an advertising copywriter．
1．4．2 Business Advertising
Business advertising is often said lo be invisible，because unless you are actively involved in some business，you are unlikely to see it．The majority of advertising you see as a consumer appears in mass consumer media．Business advertising，on the other hand，tends to be concentrated
in specialized business publications or a professional journal，in direct-mail pieces mailed to business establishments，or in trade shows held for specific areas of business Until recently, business advertising was rarely seen in the mass media．People in business comprise the target audience for business advertising．
1．4．3 Service Advertising
Service advertising is actually part of consumer advertising and business advertising，since consumer goods and industrial goods both include relevant service．However,due to its intangible feature，service is advertised in a more imaginable way．Hence wording service advertising is somewhat different from that of product advertising．Service advertising appears in both mass consumer media and specialized business publication according to its different target
audience----consumer or people in business．
Service advertising is actually a form between consumer advertising and business advertising，because its target audience is as various as consumer advertising，at the same time，it also has its
specific target audience．
1．4．4．Public Benefit Advertising
The general objective of public benefit advertising is lo inform，persuade，or remind people about the particular idea，cause，or philosophy being advertised．This kind of advertising is often 6太原理工大学硕士研究生学位论文
used by non．business institutions．such as schools，hospitals and charitable organizations We
also
see advertising by associations．In addition，we witness millions of dollars worth of advertising placed by government organizations．Much government advertising announces the availability of such valuable government services as consumer assistance，welfare aid，or career guidance However,with the resource available to it，government can also use advertising techniques for propaganda purposes．Many state governments use advertising to attract new businesses，tourists，
or workers to aid their economy
1．5 The Psychological Review ofAdvertisement
As Ogilvyl(1 983：28)said“Advertising is no more and no less than reasonably efficient way
to sell．”The role of the message in advertising is not only 10 inform，but to persuade．However, what is the process in which the advertisement works?
The answer to such a question mainly lies in the discipline of psychology Association of Natioual Advertising in the U．S simplifies the goals to be achieved in advertising as ACCA (Awareness，Comprehension，Conviction and Action)，which can more or less reveal the psychological process an advertisement reader may experiences A further model is the well-known
AICDA，which are mentioned before．From the above models，we can draw several psychological implications in advertising
First，for any advertisement，one indispensable criterion of real success is whether it is absorbing at the first sight，then leaving a good impression upon the readers by making them become actively aware of the advertised product Every successful advertisement should have a ‘‘hook”．
Second，providing something new or unexpected is the best‘‘hook”an advertisement has．Normally speaking，people read what interests them and ignore what does not．A good advertisement often contains a new or unexpected message which can be related to the consumer’s
psychological screen and world knowledge．Moreover,the consumer should know the words in advertisements and the style of advertising communication should be agreeable to the consumer’s
taste
1．6 The Sociological Review ofAdvertisement
As a social phenomenon，advertising has its own characteristics．From the economic point of David Ogilvy f 191 I一1999)has been often called’The Father of Advertising’tn 1975，Time called him“the mOSt
sought—after wizard in the advertising industry”Bis best·selling book’Confessions of an Advertising Man。is Otte of the
most popular and famous books on advertising太原理工大学硕：t研究生学位论文view．adverting brings markets，products and consumers by linking the needs of buyers with the products of sellers Advertising informs the readers of the latest information about various kinds of
products or services It can also help the consumers to identify and differentiate products and build
brand preference and loyalty．
On the other hand，consumers have to admit that they are often，more or less，consciously or unconsciously'influenced by the values behavior paRerns，role models presented or instilled by advertisement before they make their final purchasing decisions．Over the years advertising has become more and more involved in the manipulation of social values and attitude．It may be said that advertising is a mirror of ideology and culture．By examining advertising in depth，we have to admit that ads affect out most serious concerns such as sense of contentment，gender roles，stereotypes，and so on．
Since advertising is usually directed at a target market，quite a few elements concerning the target market must be taken into account when planning or designing advertisement，for example，
the social class the audience belongs to，the value systems of the audience，sex，age，race，religion，
elc Advertising focuses much attention on making claims that the acquisition and consumption of their product will sailsfy the social and ideological needs of the targeted consumers．Failure to do so will often make the whole market planning and advertising founder rolled in the mess and trotuble太原理工大学硕士研究生学位论文
Chapter 2．The Verbal Aspect of Advertising English
2．1 The Definition ofAdvertising language
As far as advertising language is concerned，it is a term often used to describe a register related to sales promotion．
According to Peter Trudgill I，“the word of the advertisements is，in most cases，carefully crafted to meet particular ends．Sometimes it iS intended to inforill，but more often，and more importantly,to persuade and influence”(Vestergaard and Shroder,I 985：Editor’S preface)．His point
of view is echoed and specified in Gels2 definition(1982：chapter 2，pp25—30)：The language of advertising is language that is used in effort to persuade or otherwise entice people to purchase or
services，vole for particular political candidates，modify their behavior,or come to
adopt a
favorable view ofsome corporate entity．
Thus，advertising language is a vehicle of message loaded with persuasive intentions for sales promotion and other communicative purposes．It has proved to pay a significant role in advertising．
2．2 The Precedent Study ofAdvertising Language
People have been interested in the methods employed by advertisers to communicate with
their audience for a long time．So far the study on advertising language has been approached from
three main perspectives．
2．2．1 The Psychological Approaches
The characteristic of advertising language has a close relationship with advertising．The advertising language is described as one of the advocated language which includes political argument and the religious preaching,and the difference from the other two is its materiality．That
is to say，an advertiser to provide customers with any words that could materially affect their
purchase decision So it aims at controlling the willingness，attitude or view of the audience，whether it is good or useful to them is another thing．Just as Lewis A．Engman，FTC Chair3 in 1 974，said：”Sometimes the consumer is provided not with information he wants but only with the
information the seller wants him to have．Sellers，for instance，are not inclined to advertise negative
aspects of their products even though those aspects may be of primary．concern to the consumes ‘PeterTrudgill was bornin Norwichin 1943；heis professor ofEnglishlinguistics at Fribourg，Switzerland An author
ofmany books and articles oH sociolinguistics and dialectology,he has carried oUt linguistic fieldwork in most countries
2
Gels M L(1982)Sayingthings directly．Thelanguage oftelevision advertising《chapter 2,pp25—30)．NewYork．
Academic Press
3
LewisA．Engman(1936·1995)．Chairman ofFederall'radeCommission．Address atthel974 FallConference ofthe
Financial Analysts．
9太原理工大学硕士研究生学位论文
particularly ifflley involve considerations ofheahh or safety ．”
Attention value and memory value are the main features ofadvertising language As we know, attention can be classified as conscious attention and unconscious attention．Conscious attention iS
controlling reaction ofour senses tO focus on the matters，while imconscious attention is causal and
out of the manipulation of our minds SO it is decided by the features of the stimulation itselfi Thus
the attention value is that advertising language must fetch the people’S attention，especially the unconscious attention，to make the people who are indifferent get interested．There are many attention—gaining devices such as la喀e·letter headlines along with illustration and pictures，unusual
layout，rhetorical devices，unconventional use of linguistic forms，etc．．
Advertisement communicates with consumers through the various media，not the product itself,SO after arousing their desire，it is very important for the consumer to remember the content
which the advertisement tells SO as to take the action to buy it In such cases，tedious language is different for them to recall，SO the advertising language must be easy to remember．In most cases，
the basic requirements for the choice of the words in advertisements are a simple，personal，and colloquial style，and a familiar vocabulary．The comprehension ofany advertisement depends much
on the form in which the advertising message is delivered．Therefore，the verbal message and the non—verbal message are both of great importance for the understanding and the memory of the
advertisements．
2．2．2 Some Semiotic Approaches
The semiotic approaches tend to focus on the messages in advertising communication．Researchers in this field of analysis normally believe in the assumption that communication is achieved by the simple process of encoding and decoding a message．Barthes is one of the most distinguished scholars to have studied the language of advertising from such a perspective．He argues that there are three kinds ofmessage in illustrated advertisements：1)the linguistic message，
which consists of the product name and the linguistic commentary；2)the non—coded iconic message，in which the photograph image similarly denotes the“real”objects；3)the coded iconic or
symbolic message which refers to the picture that forms connotations ofthe“image’’ofthe product
Barthes’research(1964)is valuable because he suggests that readers can derive different pieces of information from a single advertisement．His main contribution to advertisement analysis is embodied in his recognition of double systems of codes：the linguistic text and the picture，which work simultaneously and produce connotations in different processes
But the way in which he sets out to analyze the different pieces of information is problematic
to some extent Since the decoding of the connotations depends on the cultural knowledge of the viewer,the connotations might yield different interpretations in light of the viewer’s different太原理工大学硕士研究生学位论文
一————————————————__————————————'__-—，——————_-——————-—_————___-_--————^-’————_●--——_—_-———_●—__一cultural backgrounds Thus，either the linguistic message or the iconic one is not devoid of ambiguity．As a method in the study of advertising，an over-emphasis on the connotatious of advertising leads to some subjective interpretations that are heavily based oil the individual analyst’s points of view．This does not lend itself of qualification of results
2．2．3 Some Communicative Approaches
Content analysis is considered the most significant communicative approach tOwards advertising．The representative researchers are Resnik and Stern who analyzed the information content in television commercials．They developed fourteen information cues in advertising in l 977，which include price，value，quality,performance，components or
contents，availability,
special offers，taste，nutrition，packaging or shape，guarantees and warranties，salbty，independent
research，company research and new ideas．Such a communicative approach is a research technique
for the objective，systematic and quantitative description oflhe manifest content ofcommunication，
which has aroused great interest ofpsycholinguists and marketers
Obviously,those information cues in advertising are Oil the surface level of the messages in advertising．In other words，content analysis is stranded at the denotative level，as it is mute about
the audience interpretation．This is a serious drawback of the approach，since the connotative
is the most important in contemporary advertising．
2．2．4 Some Linguistic Approaches
Regarded ad the classic research work on advertising language，Leech’s English in Advertising：
a Linguistic Stuay ofAdvertising in Great Britain is perhaps the most complete description of the linguistic devices employed by advertisers from a strictly linguistic point ofview．Leech focuses on the style of advertising language and gives a thorough analysis of the features of ‘'advertisingese”．
His quantitative approach in describing what advertising language is like reveals a scientific attitude Through data analysis he provides results，for instance，that three percent ofall words were
imperative and the passive voice was very rare in his consumer ad sample(Leech．I 966：82)．Besides，Leech does not discuss advertising language as it stands．Instead，he employs contemporary linguistic theories to
probe into the characteristic features of advertising language
and the language situation
Vestergaard and Schroder’s The language of Advertising is another work with theore tical insights in analyzing the language used in advertising．In this book they have discussed both the linguistic forms and their content in print advertising．As for the linguistic forms．they have expanded the study scopes to the discourse level and have highlighted several issues of the textual
structure such as cohesion and coherence，information structure and so on．Vestergaard and Schroder argue that advertisers need mechanisms in their endeavor to persuade the audience that太原理工大学硕士研究生学位论文
needs can be full,lied and problems can be solved by consumption．
In The language ofAdvertising．Vestergaard and Schroder also suggest that the promises in advertising are usually better than the circumstances in the real world．That is where persuasion lies
Accordingly,through those promises in ads，people may find solutions to improve the social economic structure，or spot new ways to change the dreariness of everyday life。Advertising provides a
person with fantasies to compensate for those drawbacks in real life．
Although different approaches have various limitations，this does not mean they are of fillnor importance．Instead，they focus on different pans of the total phenomenop,．Coucluding this brief survey ot、previous studies on advertising language，the linguistic．approach which contain the lexical，syntactical and textual features is most useful and praql]cal methods for advertising writing
2．3 The Lexical Features ofAdvertising English．．
In order to make the jnformation accessible to audience eriectively,the choice of words in advertising English should be very ca'atious and skillful．The advertiser’s aim is quite specific as he
wishes to capture the attention of the members of a mass audience and by means of impressive words to persuade them to buy a product or behave in a particular way,such as going to Hawaii
all their holiday needs．Both linguistic and psychological aspects are taken into consideration in the
choice of words．Sharing the same purpose of advertising--to familiarize or remind consumers of the benefits of particular products in the hope of increasing sales，the techniques used at the lexical
level by advertisers do not vary markedly．The lexical feature of the advertising English concludes these aspects below：
2．3．1．Coinage．
It is common to play the word game to make up the new words for a special and newfangled effect in advertising English．Some of them vanish as SOOn as they appear，but the others are accepted by the people and gradually used as the common core．Why these blends(making-up words)are used so often?ln Valefie Adams 1’book(An Introduction to Modern Word—Formation pp．79．She answered：“Because these blend break up the normal principles of morphology,and has
the attractive function and capacity to surprise for they fit for the usage of the title of an advertisement and the other pans．”
Valerie Adams is a Lecturer in the Department ofEnglish，University College London太原理工大学硕士研究生学位论文
①O mph………Oomph”
Even at the curb．the’Friumph spitfire is hard car to pass．Uncurbed，it bursts away with thrust from its twin·carbed 1493 cc engine．Jaguar Rover Triumph Ltd
(In the picture，there is a still automobile under the word“Omph’’while a
speeding one under
“Oomph”)
In the‘‘0…曲”‘，11 lhc Icli，…0’means zero and“mph”means“mile per honr”which is the
speed unit in English countries．When these two words are put together,it expresses that the automobile is still at the speed of zero．While on the right，“Oomph’’is formed by adding another
…o’between…O’and‘‘mph”“Oomph”is an American slang with the meaning ofactivity or magic power．It is used here to describe the running car with the powerful driving force and presents the
infinite imagination and vivid reflection of the advertising designing．This advertisement is thought
to be the classical works with its profound orthographic and cultural background．
The prefix and suffix．such as‘‘super-‘‘or“-ex’’which is from the word“excellent”．are often added before or after the words intending to describe the superiority of the goods．For instances：
supercalended supersolossal，supereminent，superlighL etc．
②Give the Timex to all，to all a good time．
This sentence is the headline of“Timex”watch．in which“’I'imex”equals to“Time”and “excellent'’，which shows the accurate quality of this watch brand．Meanwhile，the grammatical forms are both used to get the effective persuasion．
③The orangemostest Drink in the world
It is an advertisement of all
omnge drink with two forms of the adjective superlative‘‘most’’
and‘～st’’connecting after the word“orange”，leaving the impression ofthe most precious taste of
this drink
2．3．2．Misspelling
Contrary to the orthography,misspelling is that the words are spelled on
purpose in the wrong
way．Although the new words still keep the original meanings，they are quite different from the original words in spelling，which will make the advertisement more vivid，interesting and attractive
For examples：
①We know Eggsactly How to Sell Eggs(Eggsactly=Exactly)
With the combination of“egg’’and“exactly”．this advertisement kicks the point of the products—eggs and fetches the public奎堕里三奎堂堡主塑壅竺堂篁笙奎
②Sunsitive Lenses that think and change，like the sun How do the su忑ive len—ses w—ork? Think ofthe eyes ofcamera Ifthe SUn’S really bright you have to choose a small aperture．
But as the light grows less intense，you have to make the aperture larger．Sunsitive lenses work on a similar principle…．but automatically…It's called“photochromic’’action and it happens before your eyes．．．．．．
In this advertisement，sunsitive is misspelled by sun and sensit
effect that these lenses could change the color with the degree
people’S eyes from the hurt ofthe strong sun light．
③Powe to influence others
ve on purpose in order to
get the
of the sun light and protect the
This is the clothes advertisement where“power”is intentionally mispeh as“Powe’’which becomes the brand ofthe Hector Powe clothes company．The advertisement implies that the person
wearing Powe clothes has the fashionable power to influence the others．
④Twogether
It is aa
advertising slogan of a holiday hotel It is very easy to find out‘‘twogether'’is made uD
of‘"two’’and‘"together"’．The advertisement attracts the couples and lovers to
spend the romantic
time in this place．The misspelling words seem to be easily kept if they are created as science and technology terminologies．
⑤Compucessories(computer+accessories)stimulation(stimulating+lotion)just come from
this advertisement：
“compucessories．…．．a new word?Yes…We’ve just counted it 10 describe those Data Progressing Accessories we al PCA delight is designing，and without which your computer can’t function well with full efficiency；Stimulotion for refreshing and stimulating．’’
The examples above embody a rule that English spelling and the pronunciation aren’t always coincident，but some advertising producers are striving to make the spelling rationalized Now misspelling intentionally appears in advertising to make the consumer produce the feeling of the freshness and creativity,thus the intention of the advertisements of attracting people’S interests is
realized by this way
2．3．3．Monosyllabic verbs
Although the ultimate purpose of advertising is to persuade consumers to buy its products，advertisements seldom use the word“buy”in it Statistics show only two out of ten advertisements
use the verb“buy”directly On the one hand，the advertisers try their best to promote their products；太原理工大学硕士研究生学位论文
on the other hand，they wouldn’t want to give the cousulllers a feeling of spending their money, therefore，the choice ofverbs is very careful in advertising，
Qing Xiubai listed l 8 most used verbs in advertising(Qing Xiubai．Essentials of English Stylistics．p309)They are：buy,come．ask，go，get，give，save，need like．10ve．know look．1lse keep,
choose，JellMarl，lame
①—Ta—ke a bite．(Dannon yogurt)
②AIl you—ne—ed is a taste for adventure．(Millstone Coffee)
⑧Get great coverage that’s so weightless and water-flesh．(ALMAY)
④we’11—ma—ke this quick．(Hertz Car Return)
⑤You’II lov__．．ee it even more with the 2．1 megapixel C-2000 ZOOM．…(Olympus Camera)
⑥Don’t have：much ofa personality?Enjoy it!(Honda Motor)
Etymological studies show that the 1 8 verbs listed originated from the Anglo—Saxon vocabulary, except USe and lasle，which are from ancient French．Even use and|as|e have long become indispensable lexical items in the stock of common core vocabulary of the English people，developing their stable meaning and usage．All these frequently used verbs are monosyllabic In advertising，these simple words can draw the consumers’eyes by their exact，effective expression and a kind ofc[oseness
2．3．4．Emotive words
A close scrutiny of recent advertisements suggests that the soft—sell technique is now popular．By soft-sell technique we mean the one that favors a more emotive and less directive approach to promote a product，mainly focusing on the building ofbrand image As a result，the emotive words，
most of which are pleasant adjectives，are greatly encouraged to use．The descriptive adjectives are
used for objective description which the evaluative adjectives are for subjective comments The function of these adjectives in daily consuming advertisements is to build a pleasant picture in readers’minds and to create a belief in the potential consumers．Furthermore，they enhance the facts of a certain product or service and tend to convey the scnse of sight，touch，and taste．The most frequently used descriptive adjectives are as follows：new,good．great．fresh．free．delicious．
sure．剐i．clean．wonderful,special crisp,real,fi．e,safe．rich,and s面．
The word new is always used to describe the size，shape，look，color and other common nouns．Evermore，it connects with the pronouns Other adjectives like good and great are related to
foodsor service；“Sure”，for health andlife；‘'safe’：for hygiene and cleanliness
①A new car A newwayto buildit．A newwayto buy Escort(Fort)太原理工大学硕士研究生学位论文
②This baby’s nappy is Lux—safe Safe with the safety that you get pure soap，
③Delicious combination ofcrisp flakes．raisins，almonds and dates(Dove Biscuit)
The temptation aroused by this vivid description of a product is hard to resist especially for women who tend to be moved by pleasant senses；compared with men，women are inclined Io think
in terms of images and perceive through senses．However,men，the target audience of technical equipment，are good al rational thinking and are not controlled by senses On the contrary,lhe product’s interior quality and function is what they pay attention to So the descriptive adjectives used in technical equipment advertisements are the ones conveying information of the products，such as audible，visible，high—volume，high—speed，etc．
The evaluative adjectives(commendatory terms)also applied to maintain a vague and poetic images of the goods：fantastic,superb，magic,amazing,excellent，sensational,perfect，unique，exceptionaLfragrant,charming,attractive,comforlable,etc．for examples：
④Think of some of the world’s most stylish hotel，elegant villas，excellent food immaculate service．(a tourist advertisement of Portugal)
⑤Beautiful is the word：a gleaming flint—hard furnish you will be pleased to see ybur face in，and
an occasional discreet flick of stainless steel．And then there are the seats．Fiml enough to cradle you through the craziest corners，supple enough to support you on the straightest motor'way (Rolls—Royce)
These adjectives add the mood of splendid and charm to the advertisemenls，and no wonder that the advertisements are described as a fantasy of no evil，no pain，and no savage．In addition，comparatives and superlatives are employed to highlig}lt the advantage of a certain product or service，among which‘'good，beue r，best are the most frequent words．For examples：
⑥What a good time for a good taste of Kent．f Kent cigarette)
⑦A new shoe will never fit better than the last．(Nike shoes)
⑧The year’s best 750cc touring machine．(Yamaha motor)
⑨Spray washed clothes look cleaner,whiter,and brighter(Spray detergents)
⑩The world’s coolest CDs aren’t made in New York，London or L A They are made in
my apartment(Philips CD Recorder)
2．3．5．Compound words
Aiming at using the simplest words to express a complicated and creative idea，the compound words are the best choice for its active and changeable ways of the combinations without the太原理工大学硕士研究生学位论文
limitation of the word order in grammar．The compound words are OIl the increase The particular announcement is that the compound nouns occupy quite a few percentages in compound words in advertisements．In The Barnhart dictionary of new English．C．LBamhart collected about six thousand new words among which more than nine hundred ones are compound The usage of
the
compound words in bulks is a typical feature ofadvertising English，such as the example below：
①￡盟垒幽Y二Ⅲi!丛Lux Soap．
②Do you know when you can save 35％or even 60％on!!!：!￡s!i堕phone call?(Phone card)
③Ifyou were designinga—state-of—-the-art sell sorter，which would you need?(medical instrument)
’fhe following are the main ways ofword forming：
adj+nounl short-term goal，high-fashion knitwear，dark—lantern，excellent-craftsmanship，fragrant-aroma，top-quality,piping-hot coffee，world—famous wine，
the best—selling soft tissue，farmhouse—fresh taste
noun+a@the farmhouse—flesh taste，brand-new,
V—ing+a@shining-clean．1ine-dry
noun+v-ed：oney·coated sugar puffs,home-made cold—rinsed，
adj／adv+v-ed：warm—hearted，perfectly-gestured cakes，jelly-addicted
uoun+v·ing：a relief-giving liquid，record—breaking
adj+v—ing：innocent—looking，flesh—tasting milk
adv+v-ing：hard—working，the best—selling soft toilet tissue
noun+noun：economy—size，first·class，color-freshness，window-dress，
adv+noun：well—taste
adj+to+v：easy-to-dress，convenient-to—cook；
Some premodifiers are extremely long and complex，symbolizing the intrepid creation and imagination Other more complicated and elastic examples are often found to modify the products，
such as：up—lo—the-minute fashion,better-than—leather—miracle covering short—-acting-pain—killer,
rain—and-stain resistant cloth,etc．
In these examples，the creative usage of the premodifiers will be the tendency of the language use，but it is still a research topic that the advertising English should be written in such more flexible way．
2．3．6．Pronouns
For the psychologically consideration of the intimate feeling，the pronouns in advertising English are used to get the similarity of the consumers and their senses of participation’fhe
7太原理工大学硕士研究生学位论文
personal pronouns and the infinite pronouns usually take pan in the structures
Pronouns of the first and second person：we，，and you outnumber the other pronouns in advertisements．It is because that you,we and 1 help create a friend—like intimate atmosphere Io
move and persuade the audience．Advertisements with i．we and you are called gossip advertisements．Here，gossip has not the least negative meaning It originates from old English god
sib，meaning friendly chats between women．This advertisement closely links the advertisement and the audience．The audience will easily accept a product，a service or an idea as ifa good friend
recommends them．
Generally,，and we refer to the advertising producers，you consumers；and she，he，the person whom the readers are familiar to，for example：
①We made this watch for Y业一to be part of your life—simply because this is the way w_蛉e always made watch．And ifwe may draw a conclusion，it will be this：choose once and choose well (Rossini Watch)
②S!e usually complains about my anniversary gifts，but this year she is going to
smile(Diamond)
In the examples above，it is clearly shown that the different references of the pronoun uses，in which we acts as producers；you the consumers and she，especially,a charming woman although her name iS unknown．
In other condition，‘‘we’’is used in almost eighty percent of the service advertising and refers to the people who offer the service．The following are some examples．
③What canwe dofor you?
④So come on and join US as we：celebrate Millennia Mania Singapore(Singapore Tourists)
⑤．We help our neighbors find the best ways to give their favorite charities
There arc two factors to explain the phenomenon First，in daily consumer goods and technical equipment advertising，a product is the focus of information．When the producer needs to be mentioned，“we”is used．In most cases，the brand name is used，even repeated to impress the readers．However,in service advertising，service is actually the product．Since service is intangible，
‘‘we”can be regarded aS the replacement of the service．Second，it is more necessary for service
advertising to create a friend—like atmosphere，because winning trust is the first thing that the service advertising wants to do
The other kind is the varied uses ofthe infinite pronouns，which means the whole group or the significant quali哼ofthe goods．These pronouns arc all,everyone，none，nothing,etc．For instance：
⑥McDonald’S，the业．Americans taste．太原理工大学硕士研究生学位论文
⑦—No—ne is more amazing than AlbaQuarts．(AlbaQuans Watch)
2．3．7．Borrowed words
Because a lot of goods in Britain and the USA are impoaed directly,or they are
produced in
native land with alien flavoL the borrowed words are inevitably appearing in advertisements to enhance the foreign color and special character．Most of the borrowed words are
originated from
Spanish and French，some are
quoted from the other language such as Russian The examples are
from French：
①Boo Voyage(a pleasant joumey)is usually as a brand of fume，since France is famous for its fume and cosmic．The grade and the worth will be raised up by entitling such French names．French delicacies enchant the people all over the world，SO the food adverisements are deceived in French to induce the appetite and stimulate the desire．
②Vou no hav tu speaque ze France tu make ze(Croissant．a kind of French foodl
③Perrier…．With added Jene sais quoi(a soft drinks)
④ine Champagne Cognac_Only R6my．The world’S favorite VSOP．(only R6my is best brandy and the most popular in the world．)
The word‘‘6mys”is from French，where the fabulous brandy wine are
produced，especially in
the west of France．People are attracted by the pictures on which the original color of the wine is glittering in the glass．Who could reject themselves from tasting it?This is the effect of the borrowed WOrds for their diversified culture and customs．
As we know,English language borrows not from French but also the time—honored Spain．So the advertisements are no exception．
⑤Cepillate a menudo con Crest．Para combater las caries antes de que empiecen．(Spanish 1 This is the advertisement of Crest toothpastes which are sold to the consumers who speak Spanish in the USA．According to the fact，the usage of the borrowed words is sometimes for the certain group of people since the population in USA is composed by different people emigrating from different countries where languages are not easily communicated and understood；plus，the religion and traditional background influence their consuming habits To such group of people，the borrowed words trigger an unknown and tender feeling toward their ancestors who calne to this Iand太原理工大学硕士研究生学位论文
2．3．8．Ellipsis
The ellipsis is used for saving the layout and funds in wanted advertisements
①Carpet salesperson rcq．by Ige．Co basic wg+1 0％Comm Dynamic pers essl Exp nec
(req--requ res，lge—large，Co-一20mpany, wg—wage，+一plus，comm--Commissions，pers--persons，essl-----essential，Exp．nee---experience necessary)
This advertisement is explained that a company wants a experienced and dynamic carpet salesman whose income is offered by the basic wage plus 1 0％commission prize；The abbreviated
form is briefly clear and liable to understand．
②CIk／typist reqd for busy office．Exp essl$3000p／a Lv’S flexi-hrs．3 wks h01．(CIk—clerk，p／a-一per annual，Iv’s--luncheon vouchers，
hrs．hours，flexi--flexible，wks--weeks，hol--holidays)
It is a very confusing advertising without any迫0nota“on．In fact．the advertisement implies a clerk of experienced typist is wanted because of the busy office．The payment is 3000 pound and three weeks holiday annually,in addition，the working hours can be flexible and lunch service is offered each working day．
③For Rent：1 bdrm，mod．rum．$200／mo A／C avail．After Xmas．(bdrm—bedroom mod—modem ?m．fumiture mo．month A／C-Air-Conditon avail—available Xmas—Chrism,as)
This rent adVeniSement is much easier to be got for its simple letters，A modem single—bedroom house with furniture and air-conditioner is at rent for$200 a month after Christmas．The advertising planner tried to rise the few words as possible as they can to save the space and time to read due to the rapid life pace of the modem society．At a glimpse of the abbre、’iated advertisement,the information is grasped as SOOn as possible．
④Fruit and Veg manager．Gd working Cndns．Exp．Essl．Sal Neg．Tel 01-535—7640．(Veg—Vegetable Gd—good Cudns—Conditons Sal-Salsry Neg·Negotiable)
Good working condition is offered for all experienced fruit-vegetable manager and the salary
can be negotiable．
Atier analyzing the examples above，the Exp，essl appeared in any wanted advertisements which reflect a common tendency ofworking requirement
2．3．9．Weasel words
A weasel word is defined as‘‘a word used in order to evade or retreat from a direct or
20太原理工大学硕士研究生学位论文
forthright statement or position”according to Webster Dictionary"(Philip Babcock Gore，1976)．The use of weasel words has become a device in advertising Weasel words make people hear things that aren’t being said directly,accept as truth that have only been implied、and believe things
that have only been implied and suggested．Let’s take a look under a strong light at several frequently used words．
Help
Ocean Spray Cranberry Juice Cocktail helps maintain urinary tract health．
It helps control the bacteria in this system
A breakthrough way to help stop wears—out．
Help finance the video equipment．．．．．
All the examples use the word‘‘help’’which can be omitled because it has lost its original meaning：aid，assist Yet，‘‘help”in advertising English is never redundant．It has magic power in
advertisers’eyes．Help is the great qualifier；once the advertiser says it，he can say anything after it
Help qualifies everything．The audience has never heard anyone say,‘‘This product will keep you young，’’or“This toothpaste will positively prevent cavities for all time．’’Obviously,advertisers can’t say anything like that,because there are not any products like that made．But by adding that
one little word help，in front，they can use the strongest language possible afterwards．And the most
fascinating part of it is that the reade“ai'e immune to the word．The readers literally don’t hear the
word help They only knew what comes after it，which likely to be much more important to the readers than the little word at the front．
Like
It’s like getting on bar flee．
Cleans Iike a white tornado．
It’s like taking a trip to Portugal．…
Like is also a qualifier,and is used in much the same way as help．But like is also a comparative element，with a very specific purpose；advertisers USC like to get the audience to stop
thinking about something that is bigger than or better or different from the product which are being
sold．In other words，they can make the audience believe that the product is more than it is by likening it to something else The same as‘‘help”，‘‘like’’doesn’t catch much attcntion，however by
广告语中的修辞 随着社会经济、文化的发展，广告在促进营销、树立品牌和刺激消费等方面发挥着越来越重要的作用。面对五光十色、千姿百态的广告，我们是否细细品味其内在的语言美呢,其实作为一门新兴学科—广告学，人们对它的研究从未停止过。对广告语的研究和分析就是从它的结构和语言特色加以分析，从而更加深刻地理解广告的本质，促进广告语的健康发展。一、广告语中词及其短语的巧用词和短语是现代汉语中基本的语言单位，广告语也常常仅用一个词或一个短语就要表达出某一商品或事物的若干信息。所以广告语在用词和短语方面很有讲究。下面仅从几个方面对其进行探索和分析。 (一) 语气词的运用语气词通常用在句尾表示种种语气，有时也有停顿的作用。如:的、呢、啊、吧、了。在广告语中经常可以看到含有语气词的广告语，它不仅可以起到表达某种语气的作用，还可以起强调作用，实现与消费者的互动增强消费者对广告语的印象。如:“味道好极了”(雀巢咖啡)，语气词“了”字很自然地表达出了咖啡的味道之好。“快来洗脸吧”(佳雪芦荟洗面奶)，广告中就是一个漂亮的小女孩兴奋地和朋友们聊天，号召大家用佳雪来洗脸，非常的生活化。“明天的明天你还会送我水晶之恋吗”(水晶之恋果冻)，使用疑问语气词“吗” 使广告语充满了一种很亲切、浪漫的感觉，给人一种人性之美，也给观众留下了深刻的印象。此外，还有很多使用语气词的广告语，如:“胃，你好吗”(斯达舒胃药)，“你知道清嘴的味道吗”(清嘴含片)，“真的不会湿哦”(邦迪防水创可贴)。总之，在广告语中使用语气词使广告语更加生活化、口语化，增强了广告词的亲切、自然的特色，更便于消费者接受。 (二) 数量词的巧妙运用在现代汉语词类系统中，数量词是指由数词和量词组成的数量短语。在广告语中经常可以看到使用数量词的广告词。使用数量词可以说
2010年2月第30卷第1期 郧阳师范高等专科学校学报 Journal of Yunyang Teachers College Feb.2010 Vol.30No.1 YYSZXB86 浅析广告英语的修辞手法 杨 铭,韩 婷 (郧阳师范高等专科学校 英语系,湖北 丹江口 442700) [摘 要]广告英语运用修辞的目的,旨在鼓动消费者采取购买行为,在广告如林的时代,为使自己的广告惹人注目,广告撰稿人常使用的修辞手段包括:比喻,拟人,夸张,对比,双关等。 [关键词]广告英语;修辞方法;功能 [中图分类号]H315 [文献标识码]A [文章编号]1008—6072(2010)01—0086—03 广告是人们传递信息,以语言为载体的一门艺术,语言是表达思想的工具,修辞则是语言表达的艺术,广告做得好坏会直接影响对商品或服务的宣传效果,成功的广告能使公众对所宣传的产品长生深刻的印象,达到“引起注意,发生兴趣,产生欲望,付诸行动(A IDA-Attentio n,Interest, Desire,Actio n)的目的[1]。本文对应于广告实例中的修辞现象做初步的探讨和分析,希望对理解和欣赏英语广告有一定的帮助。 以下是一些常用的广告英语修辞手法: 一、比喻(figure of speech) “比喻分为明喻(simile)和暗喻(metap hor)。明喻(simile)是以两种具有相同特征的食物或现象进行对比,表现本体(t he signified)与喻体(t he signifier)的相类关系,两者都在对比中出现———“x像A”[1]。 例1 ……like a good neighbor,state farm is t here(州农场保险公司广告)。 运用常用的比喻词like将保险公司喻为好邻居,圣经以“love the neighbor as thyself”(爱邻如爱己)训导世人,在信仰基督教的国家里,自然人人皆知,就是中国也有“远亲不如近邻”之说,现有州农场保险公司为邻,随时为你服务,亲切之情油然而生,这一比喻颇富文化底蕴,能打动人之感情。 例2 Today:sakura Bank is like a t hriving sakura。 如今,樱花银行就如一颗茂盛的樱花树。这是一则关于日本樱花银行的广告,银行被比作茂盛的樱花树,寓指了该银行欣欣向荣的发张气象。 二、隐喻(metap hor) 隐喻也是比喻的一种,是用一种事物暗喻另一种事物———“X”是”A”隐喻又称暗喻,是最富于诗意的修辞,是最常见最优美的修辞手段[1]。 例1 Y ouare better off under the umbrella. 这是一家保险公司的广告,外出旅行者最关心的是安全问题,这家旅行保险公司利用了旅客的这种心理,运用umbrella(伞)比喻保险公司,使旅客感受到:购买保险外出旅行,犹如置身于一顶保护伞下,可以无忧无虑的享受旅行的乐趣。 例2 pick am Ace f ro m To shiba. 东芝公司计算机广告,Ace是扑克牌中最大的,借此隐喻东芝公司产品的高品质。 三、转喻(metonymy) 这种比喻是用一事物的名字取代另一与之密切相关的事物的名字,这两种事物虽息息相关,但完全不同。 例1 The mo st sensatio nal place to wear satio n o n yo ur lip s. “在最富激情的地方,你的嘴唇穿上绸缎”,这一化妆品广告把口红比喻成“satio n”(缎子),意指这种口红擦在嘴上好像穿上了光亮柔滑的绸缎一样。 例2 spend an evening wit h Beet hoven at Lincoln center. 这是一个Lincoln center的旅游广告,其中用Beethoven(贝多芬)代替其作品,不仅简洁明了,还可以引起丰富的想象,唤起游客的美好联想。 ①[收稿日期]2009-11-23 [作者简介]杨 铭(1982-),女,湖北武汉人,郧阳师范高等专科学校英语系教师,主要从事语言与文化研究。
英语广告词的修辞手法研究 摘要：广告英语是一种商业性语言，是语言在特定社会条件下的一种变体和具体形式。它在语言上有自己独特的风格，具有很高的研究价值。本文通过分析一些广告词来研究广告英语中各种修辞手法的特点。 关键词：广告英语；修辞手法；特点 引言：英语中的“广告”(advertisement)一词，原意为“商业上的告示”，是17世纪中叶英国开始频繁商品活动时流行的。它源于拉丁语advertere，具有“吸引人们注意力”，“推销产品”的含义。当今时代是个经济、信息高速发展的时代，广告已成为经济社会不可缺少的组成部分。全球化的经济发展趋势，使广告成为世界性的经营理念。广告英语是专门用途英语的一种，具有准确、舒畅、优雅的特点，这使它具有很高的商业价值，同时也具有一定的欣赏价值和语言研究价值，如果广告词比较独特，给人留下很深的印象，宣传的效果自然非同凡响，所以我们可以说，广告英语的成功要取决于其语言的独特性。而语言的独特性又取决于各种修辞手法的合理运用。优秀的英语广告应该既通俗易懂，又耐人寻味，运用修辞手法应贴切自然，不可牵强附会，诉求对象的不同，要求广告措辞及其修辞手法应有所区别。本文通过分析一些英语广告词来研究广告英语中各种修辞手法的特点。广告英语中常见的修辞手法有以下几种： 一、比喻(figure of speech) 英语中的比喻主要分为明喻(simile)和暗喻(metaphor)两种。二者皆可使被描述的事物形象生动。 1.明喻：明喻是以两种具有共同特征的事物或现象进行对比，让人们知道两类事物之间的相似之处。如：As soft as Mother’s hands.(童鞋广告)广告词巧妙地把鞋比喻成母亲的手，突出童鞋的柔软、舒适，充满了母亲对孩子的呵护。The airline that’s smooth as silk.(Fly
广告英语的特点及其翻译策略 一、我们来看一下什么是广告，它有哪些作用，又是由几个部分组成的。所谓广告就是一种面向公众介绍商品，服务内容或文体娱乐节目等内容的宣传方式。一般通过报纸、电视、招贴等方式传播，现在也出现在网络上。按照它的用途，我们可以把它分为商品广告，公益广告，服务广告等类型。广告本身是由几个部分构成的，包括标题，正文，口号，商标，附文这五个部分。而我们在对广告进行翻译时，要强调译文的效果，不仅要提供充分而且易懂的商品信息，还要具有原文的“切肤之感”。广告翻译最重要的标准就是译文的效果与读者的感受，同时在进行翻译时还要考虑到语言文化的差异，因为广告除了有帮助消费者认识商品的作用外，还有诱发消费者感情，引起购买欲望，促进消费心理的功能，所以从某种意义上来说，能实现广告主要目的的译文就是好译文，要达到预期的商业效果。 二、那么下面我们来看看广告有哪些特点。由于商品市场竞争激烈为了保证商品的广告可以最大限度的吸引人的眼球，广告商总是选择新颖别致的词汇，简洁的语句和生动的修辞为商品加分，以赢取消费者的享受，广告通常有以下几个特点：lexical, grammatical, rhetoric. 今天我们也从经典英文广告的语言特点，词、句、形来进行简要的分析。 1、经典英文广告的用词特点， ①造词新颖，颇具创意。经典英文广告能给消费者留下深刻的印象。一部分原因在于它们的词汇别出心裁。“造词”就是创意之处和魅力所在。造词有很多的手法，包括添加词缀，拼凑词汇，模仿词汇等。 WWWhat’s new? 这是一个网站的广告，我们都知道，互联网网址都以“WWW”开头，这则广告利用添加WW 前缀的方法进行造词，一方面WWW暗示读者这则广告是介绍网站的，另一方面结合“What’s new?”“What are you waiting for?”来吸引读者的注意，是一个非常好的例子。 “The Orangemostest Drink in the world”在这个广告橙汁广告中，用most和est 两个表示最高级的词与orange拼凑在一起，形成了Orangemostest, 暗示这个品牌的橙汁特点就是高浓度、高质量。这个创造词成为最大的亮点。 ②同音词替换，别有风味 一些英文广告巧妙的用同音词来达到宣传、促销的目的，十分有趣，颇具风味。 Pay-le＄＄ , 这个是美国连锁商店佩莱斯的广告，非常巧妙的将less 中的ss 改为美元符号，形象的表现出“本店商品价格优惠”，当然能吸引广大消费者。 下面这个例子是英国某个机场商店的广告“have a nice trip, buy buy”乍一看，好像礼貌用语，“祝你旅途愉快，再见”。但是仔细一看才发现“bye bye”变成了“buy buy”.这个同音词替换使得机场商店向旅客道别时，也提醒大家购买些商品作为礼物。 ③还有一些其他的形式。比如，韩国LG手机的经典广告，不管是英文广告，还是汉语广告都十分完美，创意独特。“I chocolate you”句式打破常规，chocolate 名词做动词用，不但点出手机的独特巧克力外表，而且在视觉上和听觉上都给人强烈的印象。容易引起消费者的兴趣和注意力，而下面的“born to shine”，句式简单却不失大气。善于玩文字游戏的广告商们，会故意把人们所熟悉的字或者词拼错，形成新词，新词不失原意，更添新意，赋予了广告更大的魅力。
外国语学院 毕业论文 (2012级) 论文题目 广告英语的特点及其翻译 外国语学院 商务英语 12商务英语2 3120621204 骆飘 王习 2015.05.31 成 绩 作者姓名 专业 二级学院 班级 指导老师 完稿时间 学号
骆飘 摘要：随着经济全球化步伐的加快，广告英语越来越多的融入到我们的生活中。广告英语作为一种特殊用途的语言，有着自己鲜明的特点。本文首先从语言特点、句型特色和修辞特色方面对广告英语的特点进行分析并举例论证。然后从广告英语的词汇、句法、修辞特征说明其翻译原则。再从直译和互译以及套译这三个方面来探讨翻译的方法。最后从文化的不同和翻译者的态度这两个方面论述翻译中存在着的问题和产生的影响。 关键词：广告英语；特点；翻译原则；翻译方法；问题 Abstract: With the development of society, the accelerated pace of economic globalization, the advertising English more and more integrated into our lives. Advertising English as a as a kind of special use language, has its own distinctive features. This article from the aspects of vocabulary, sentence and rhetoric to the features of advertising English is analyzed and an example. Then from the vocabulary, sentence and rhetorical features of advertising English translation principles. From literal translation and translation and translation of these three aspects to explore the methods of translation. Finally from the attitude of the cultural differences and translators in translation of these two aspects exist problems and the impact of. Key words:The characteristics of advertising English; Characteristic; The principle of translation; translation method 一、引语 1
论广告语中的修辞现象 摘要：广告作为一种宣传手段，已成为当代人们生活中不可或缺的一部分。为了扩大其影响力，广告撰写者常常借助双关、反复、顶真、回环、夸张、对偶、排比、夸张、比喻、押韵等手法来达到其宣传目的。修辞现象在广告语中比比皆是。但是也必须看到广告语中的修辞不都是正面修辞，也存在着许多负面修辞，笔者就修辞不当的现象，给出了自己的评价和反思，指出广告语的健康发展之路。 关键词：广告语修辞评价反思 引言 广告在现代商业活动中发挥着举足轻重的作用,可以说广告是商战成功的法宝。各类形式的广告点缀着大街小巷,各种广告语言借助各种媒体也无处不在地刺激着人们的感官,影响着人们的生活。商业广告巨大的影响力和宣传作用,使我们不能回避地要去关注其语言的使用情况,本文将从修辞学的角度出发,就近年来各类媒体上出现的广告进行分析整理。 一、广告语中的修辞现象 什么才算得上优秀的广告语呢? 广告语又叫广告词,它是广告中令人记忆深刻、具有特殊位置、特别重要的一句话或一个短语。这在古代就有很生动的例子:宋代大文豪苏东坡被贬谪到海南岛詹县时,应一个做油馓子的老太婆的邀请,写过这样一首广告诗:“纤手搓来玉色匀,碧油煎出嫩黄深。夜来春腰知轻重?压扁佳人缠臂金。”这首诗巧用形象的比喻,写出了馓子色鲜、酥脆的特点。读罢此诗,人们不免垂涎欲滴,便想一试,从而使老太婆的生意兴隆,馓子供不应求。广告语的作用大致有三点:首先,广告语能够点出产品自身特色或企业文化精髓。当人们看到这个广告语的时候,会留下深刻的印象,能够从中理解到其中的经营理念,使人们对这个产品有种信赖感。就好像著名手机生产商诺基亚的“科技以人为本”,让人能感受到其产品对于人性的关注,体会到科技给人类带来的方便。其次,广告语还可增加产品或品牌的附加值。通过广告塑造品牌,由品牌在消费者心理中的认知作用,可以产生附加值,这取决于消费者的主观认知和心理感受。全球著名体育运动休闲品牌N IKE (耐克)的广告语“just do it”,赢得了许多年轻人的青睐。消费者一想到耐克,就会跟时尚、自由、舒适联系起来,无形之中增添了品牌价值。再次,广告语能够塑造品牌形象。奥格威说,“每一则广告都是对产品品牌形象的长程投资”。修辞的语言手段在广告语中的体现主要是通过语音、词汇和语法这三要素来实现的。首先从语音来说,广告语需要讲究声音的配合。我们通常看到的广告语大都十分注意音韵协调,让人听有种音乐美,念起来能够琅琅上口。如雪碧的广告语“晶晶亮,透心凉”,所用的六个字,不仅读起来琅琅上口,而且也能够让人联想到冰凉的雪碧下肚的感觉,且瞬间又了消费的冲动。从词汇上来说,广告语要加强对词语意义的锤炼。汉语词汇是异常丰富的,各种类型的词各有特定的表达功能。有的表义准确,而有的模糊,有的庄重,有的则通俗,这就为完成复杂多样的修辞任务提供了得心应手的材料。从语法上来说,广告语主要是要注意对其句式的选择。我们知道广告语应该力求简洁,前面已经提到。在句式的选择上,我们就要尽可能的采用短句。 二、修辞在广告语中的运用 “修辞”简称辞格,也称语格,辞藻。陈望道先生在《修辞学发凡》一书中说:“把语词运用的可能性发扬张大了,往往可以造成超脱寻常的文字,寻常文法以至寻常逻辑的新形式,而使语辞呈现出一种动人的魅力。在修辞上有这种魅力的有两种:一是比较同内容贴切的,其魅力比较地深厚的,叫做辞格,也称‘辞藻’；一是比较同内容疏远的,其魅力也比较地淡浅的,叫做‘辞趣’。”陈望道先生对修辞格的定义应该说是相当准确的。那么,广告语主要采用的
英文广告中的修辞 问题的提出 由于经济的发展，广告已成为人们生活的一部分。随着中国的对外开放及入世，英文广告也越来越多地跃入我们的眼帘。然而，怎样才能准确地理解英文广告？怎样欣赏英文广告？怎样通过常见的英文广告来帮助我们学习英语？一连串的问题在我们的脑海闪烁，引起我们的思考。广告语作为一种语言艺术，因运用了大量的英语修辞手法而显现其精练和生动。所以，我们把研究的问题定位在英文广告语的修辞方法研究上。 研究目的 一、学习课本里已出现的英语修辞方法。 二、学习英语广告中常用的修辞方法。 三、从修辞学的角度欣赏英语广告。 四、学会运用简单的英语修辞法，提高我们的英语水平，增加写作亮点。 五、进一步培养我们对英语学习的兴趣。 研究内容 广告在我们的日常生活中随处可见。它既是商家宣传产品的手段，也是一门综合性艺术。这门艺术中的文案写作比其他形式的写作更需要技巧，这种技巧表现在雅俗共赏，新颖幽默的文字上，要具有极强的感染力和号召力，能瞬间引起读者注意，刺激其购买的欲望。因此，广告语的创造采用了大量的修辞手法，这就为许多英语学习的初级者带来理解上的困难。 在课堂学习里，修辞不是教学的重点，遇到一些常用的修辞现象老师也很少讲解，所以，大部分学生对于英语修辞方面的知识停留在空白阶段，甚至认为修辞是很高深的学问而产生逃惧心理。其实，任何语言都有修辞，我们从小学就开始接触汉语修辞了，英语修辞和汉语修辞从本质上来讲是相通的。适当地学习英语修辞不仅可以丰富同学们的英文素养，也可以培养学习英语的兴趣。 基于以上两点，我们采取从学习课本里的修辞现象起把同学们引入广告语中修辞手法的学习，帮助同学们理解和吸收。 研究方法和过程 由于初次尝试研究，我们的研究步骤比较简单，但每个步骤耗费的时间和精力都比较大。 步骤一：讨论、分工 讨论问题的着手点，讨论所研究问题最佳角度，讨论我们怎样分工合作。 讨论结果：1、从我们课本里接触到的修辞方法入手，进一步学习英语广告中出现的其他常用修辞方法。2、尹懿同学负责上网查资料，王嘉琳同学负责到图书馆搜寻资料。俩人一起研读课本、资料，一起巡街搜罗英文广告语，一起写论文。 步骤二：搜集资料
论广告英语的语言特点及翻译技巧 【摘要】随着经济全球化的快速发展，广告已成为当今市场必不可少的构成部分，甚至已经渗透到了现代生活的角角落落。广告英语作为广告行业的重要组成部分，经过长期发展已从普通英语中逐步独立出来，形成一种非规范化的、专业化的语言形式，具有重要的商业价值，以及拥有较高的语言欣赏价值与研究价值。基于此，本文在深入分析广告英语语言特点的基础上，着力探讨广告英语语言的翻译技巧。 【关键词】广告英语语言特点翻译技巧英语语言 一、前言 21世纪以来，全球经济一体化与市场竞争愈演愈烈，商品广告已成为企业开拓市场、促进销售、对外宣传的重要手段之一。与此同时，海量的商品广告在新兴媒体中的出现，也使其成为广大消费者获得商品信息的重要来源之一。美国著名的广告设计师D.Ogilvy认为，成功的广告语可以创造出一则广告的80%利润；也有部分广告设计者认为，广告词在整个广告中占据着50%—70%的力量。由此可见，广告语言在广告领域中的重要性。 广告语言作为商品信息传播的一种重要手段，历经长期发展之后，逐渐在用词、修辞以及句法等方面形成了具有自己别具一格的特色。了解这一系列特点，对激发我国广告设计者的创作灵感、启发英语广告翻译人员的发散思维等有着不可替代的功能与
作用。同时，深入探析广告英语的语言特点及翻译技巧，还能够实现汉译广告向英语原文广告的转变，大幅提升广告的说服力、感召力以及艺术魅力，有助于我国进一步引进国外的先进技术及了解国际新产品，有利于我国的名优产品占据国际市场等等。 二、广告英语的语言特点 1.词汇特点。广告的基本特征就是在特定空间内表达出尽可能丰富的商品信息，以此实现广告效益的最大化。这就使得简明扼要的常用英语词汇成为了广告英语语言的突出特点，简约别致的英语广告不但能够让受众过目不忘，而且具有烘托气氛与突出主题的重要功能。 2.语法特点。广告英语语言的语法特点主要表现在两方面，一方面在于精炼简短，能够给人独特新颖、过目不忘且朗朗上口的感受。比如，飘柔洗发水所用的广告“Start A head”，即成功的道路，需要从头开始。这种广告英语语言不但简单明了，而且充满寓意，能够给受众留下深刻的印象，非常易于牢记。另一方面则惯于应用祈使句。祈使句因具有强烈的感召力，所以深受诸多广告商的追捧与青睐。广告语言通常比较大众化与口语化，且为了给广大受众留下最为深刻的印象，多数广告商会绞尽脑汁设计出更具吸引力与商业价值的广告语，以此充分发挥宣传产品的功能，而祈使句本身所具有的独特风格，通常更易于被广告商应用到广告语之中。 3.修辞特点。修辞能够让语言表达更为准确与生动，属于一
职业技术学院 毕业论文 标题：浅析广告英语的修辞特点和翻译方法 系别：应用外语系 专业：商务英语 学号： 姓名： 指导教师： 年月日
摘要 随着广告业的发展、科技的进步、中国改革开放的进一步加深，广告英语的作用日益凸显。广告英语及其翻译质量的好坏，不仅直接影响信息传播的成功与否，而且在很大程度上对企业产品占领国际市场起着重要的作用。广告英语作为一种应用语言，因其所具有的特殊效用，已逐渐从普通英语中独立出来而发展成为非规范化的专用语言，用词造句与普通英语也有许多差异，并随着广告的发展、时代的前进、科技的进步及社会的变更而变化。广告英语的使用中包括修辞应用上的特点和写作方面的技巧，翻译的时候也有一定的规律和方法。 关键词：广告英语；修辞特点；翻译方法
目录 摘要 (1) 目录 (2) 广告英语的修辞特点和翻译方法 (3) 引言 (3) 1 广告英语的修辞特点 (3) 2广告英语中的翻译方法 (7) 2.1 广告英语常用的翻译方法 (7) 2.2 广告英语的翻译策略 (7) 2.3 广告英语翻译的要点 (9) 结束语 (10) 致谢 (11) 参考文献 (11)
广告英语的修辞特点和翻译方法 引言 英语中的“广告”（Advertisement）一词是17世纪中叶英国开始大规模商品活动时逐渐流行的，其原意是“商业上的告示”。如今，广告的发展日新月异，采用的宣传手段和媒介越来越多。然而，无论广告的发展如何千变万化，其最具表现力的手段还是使用语言。以英美为代表的西方资本主义国家，利用英语作为广告载体在广告界的主导地位，推出了数不胜数的优秀英语广告。广告英语也随之逐渐脱颖而出，发展成为一种风格独具的实用文体。 1 广告英语的修辞特点 著名的美国市场营销协会这样定义广告：广告是由特定的广告主通常以付费的方式通过各种传播媒体对产品、劳务或观念等信息的非人员介绍及推广[1]。这样，我们便可以看出，广告不仅仅是传播文化的，更是一种经济活动。目的就是引导消费者进入产品世界。修辞是广告语言表达中最重要的组成部分之一,恰当地使用修辞方式可以使英语语言更生动,更具表现力。它能使广告产生新颖别致、形象生动、引人注目的效果,从而易于为所针对的顾客欣赏、理解、接受并激发他们的购买欲望。广告主要以商业产品为主题，而且为了吸引更多的顾客，常常使用各种修辞手法和表达方式来描绘广告中的产品，这样就会获取更大的效益[2]。广告英语中常用的修辞手法多种多样。 1设问（Rhetorical question）和汉语的设问一样，是指作者自己已知答案却故意提出问题，有三种情况，即自问自答，自问不答和反面提问。英语广告中，设问一般出现在标题或正文第一句中。 如：Are you going grey too early?（您的乌发过早变白了吗？） 这则乌发乳广告此口气关切，令消费者乐于接受，从而引发对产品的兴趣[3]。 再如：Wouldn’t you really rather have a Buick?（难道您不愿拥有一辆 Buick 车吗？） 这是一则汽车广告，美国通用公司生产的 Buick系列高档轿车，并非人人都能问津，作者针对富足顾客，利用反问，提醒他们注意，刺激其购买欲望。
摘要：广告英语是一种商业性语言，是语言在特定社会条件下的一种变体和具体形式。它在语言上有自己独特的风格，具有很高的研究价值。本文通过分析一些广告词来研究广告英语中各种修辞手法的特点。 关键词：广告英语；修辞手法；特点 英语中的“广告”(advertisement)一词，原意为“商业上的告示”，是17世纪中叶英国开始频繁商品活动时流行的。它源于拉丁语advertere，具有“吸引人们注意力”，“推销产品”的含义。当今时代是个经济、信息高速发展的时代，广告已成为经济社会不可缺少的组成部分。全球化的经济发展趋势，使广告成为世界性的经营理念。广告英语是专门用途英语的一种，具有准确、舒畅、优雅的特点，这使它具有很高的商业价值，同时也具有一定的欣赏价值和语言研究价值，如果广告词比较独特，给人留下很深的印象，宣传的效果自然非同凡响，所以我们可以说，广告英语的成功要取决于其语言的独特性。而语言的独特性又取决于各种修辞手法的合理运用。优秀的英语广告应该既通俗易懂，又耐人寻味，运用修辞手法应贴切自然，不可牵强附会，诉求对象的不同，要求广告措辞及其修辞手法应有所区别。本文通过分析一些英语广告词来研究广告英语中各种修辞手法的特点。广告英语中常见的修辞手法有以下几种： 一、比喻(figure of speech) 英语中的比喻主要分为明喻(simile)和暗喻(metaphor)两种。二者皆可使被描述的事物形象生动。1.明喻明喻是以两种具有共同特征的事物或现象进行对比，让人们知道两类事物之间的相似之处。如：As soft as Mother’s hands.(童鞋广告)广告词巧妙地把鞋比喻成母亲的手，突出童鞋的柔软、舒适，充满了母亲对孩子的呵护。The airline that’s smooth as silk.(Fly Thai航空公司广告)泰国航空公司将其安全平稳的形象比作丝绸，使人们觉得很亲切，尽可放心乘坐。2.暗喻在采用暗喻修辞手法的句子中，有时不出现本体和比喻词，有时采用“本体+是+喻体”的典型句式。这类句子比较含蓄，但却不难理解，给消费者留下一个想象的空间。如：The most sensational place to wear satin on your lips.(口红广告)这则广告把口红比成了缎子(Satin)，即在嘴唇上擦上口红，就像穿上了光亮柔滑的缎子一样，以此来打动女性。Kodak is Olympic color.(柯达彩色胶卷)运动场上的运动员们激烈角逐，力与美的精彩瞬间，我们可以通过柯达捕捉到，并且色彩逼真，令人信服。 二、拟人(personification) 拟人是为表达思想感情的需要，使文人格化。如：Why your skin drinks it down so quickly?(玉兰油广告)句中“skin”被拟人化，由drink来和它搭配，以此来显示玉兰油的魅力。It’s for your lifetime.(手表广告)这则广告将手表比作人，且与你朝夕相伴，仿佛是你的情人。这既说明该商品的重要，又强调了该手表的质量经久耐用。 三、押韵(Rhyme) 押韵是广告英语中运用最多的修辞手段。它可以使广告节奏鲜明，抑扬顿挫，格调优美，容易记忆。常用的是头韵(Alliteration)和尾韵(End Rhyme)。头韵即相同的词首辅音在同一组词或同一句话中反复出现。尾韵指相同的词尾辅音在一组词或一句话中反复出现。如：My Goodness!My Guinness!(吉尼斯黑啤酒广告)广告词既押头韵，又押尾韵，能生动刻画人们对该啤酒赞不绝口的情景，激发人们的购买欲望，效果很明显。Hasty,Tasty.(快餐广告)该广告巧妙运用押尾韵的方法，使广告词读起来
论述广告英语的修辞特点及翻译 试逑广告篪语的侉辞错点翻译 英文"advertise"(广告)源于拉丁 语的advertere一词意为"唤起大众对 某种事物的注意并诱导于一定的方向 所使用的一种手段".而商业广告就是 向潜在的广大消费者群体介绍商品, 激发其对某种商品感兴趣,从而促使 其购买的一种手段.商业广告英语翻 译的重要性可见一斑,一则广告英语 的翻译质量直接影响到消费者的购买 欲.广告的写作4作)是为了让读者 对广告发生兴趣,进而使读者"心动", 最后达到使读者购买商品或接受服务 的目的.要达到这一目的,除了在排版 设计等方面动脑筋,更多的是从语言 上做文章.而语言中修辞手法的运用 能丰富语言的表达能力,增强语言的 表达效果. 1.拟人(personification) 广告中的拟人是把所有宣传的事 物人格化,给商品以生命,使它变得富 有人情味,使消费者倍感亲切.如: Strongtractorstrongfarmer, 析:把拖拉机比拟为钢铁巨人,以 农民的好帮手的形象打动人. Unlikeme,myR,olexneverneedsa
rest. 析:以上是R,olex手表的广告,人 需要休息,手表无所谓休息,但广告中 把手表比拟为人,说它不要休息,从中 反映出手表的高质量.拟人的修辞方 法一般就按照原文的意思直译.这则 广告可以翻成:不像我,我的劳力克斯 表从不休息. Weareproudofthebirthplacesof ourchildren,thegrapesofAlameda.On ourclassicvarietywines,youwillfindthe birthpllacesofourchildren. 析:将葡萄酒比拟为自己小孩.给 人以美好感觉,令人向往,陶醉.译为: 我们因孩子们的出生地而自豪—— 文/杨丽江 Almaden葡萄.英文谚语"seeingisbelieving". Don'tcry. we'IIrepairit..AMarsadaykeepsyouwork, We'rehandbags~edalists.Wheneverrestandplay. ithurtswe'llhealit.析:这句广告词在句式和尾韵上 Andwe'l】guaranteetherepairfor模仿了几乎人人皆知的成语Anapple ninemonths.Ifyouwish,sendusyouradaykeepsthedoctoraway;而work和bagandwe'IIhealit,play两词的并列又马上使人想起另一 析:该广告是有关皮包修理服务个尽人皆知的成语Allworknoplay 的.人受伤后会感到疼(hurt),皮包是makesJackadullboy.这个Mars巧克力不会感到疼痛的.广告中皮包被比拟的广告不仅在语言形式上借助成语, 为有生命的东西,如果它感到疼痛同时还援引了这两个成语的内容,仿(hurt),我们可以治愈它(hea1).以下是佛每天吃一块就会使人聪明(notbe-
浅谈英语广告的句法特点与修辞技巧 叶玉萍（无锡科技职业学院外语系，江苏无锡214028） 摘要：作为推销商品手段的广告不仅要达到视觉、听觉效果，还应该有独具风格的广告词以及各种修辞手段。归纳了英语广告的语言特色，主要从句法和修辞两个方面作了尝试性的探讨。 关键词：英语广告；句法特点；修辞 英语广告语言因其生动感人、形象鲜明，具有强大的感染力和表现力，不仅提高了商品的知名度，也已经成为商品销售过程中不可或缺的推动力，构成了日常生活中一道亮丽的风景。了解英语广告的语言特点和修辞方式，不仅可以拓宽我们的视野，也有助于我们进一步了解西方社会。英语广告常常使用陈述句、简单句、疑问句、祈使句、疑问句和设问句等，并且使用诸如比喻、拟人、双关、夸张甚至押韵等修辞手段，用艺术的形式实现商业的价值。本文运用实例，主要从句法和修辞格两个角度进行尝试性分析。 1 英语广告的句法特点 英语广告的必须富有感情色彩和感染力，并力求简洁、生动和形象。从句式上看，英语广告中，各种句式往往交替使用。 1.1常用陈述句 英语广告中常用陈述句来阐明某种观点、情况和事实的，最为常见的陈述句的句型为主谓结构。例：The taste is great. 味道好极了。这是一则雀巢咖啡
的广告，用陈述句表达了一种观点，简洁明了。又如：To me，the past is black and white，but the future is always color.对我而言，过去平淡无奇；而未来，却是绚烂缤纷。这是轩尼诗酒的广告，也是采用陈述句的形式。 1.2多用简单句 英语广告中简单句使用较多，很少使用复合句，这是因为广告用语必须以最精炼的语言，传递出最多的信息，从而激发读者的购买欲望。例：We integrate，you communicate. 我们集大成，您超越自我。这是三菱电工的广告，使用两个简单句，选词对称，紧凑明快。又如Impossible made possible. 使不可能变为可能。这是佳能打印机的广告，这则广告设计的非常巧妙，Impossible和possible两个词相对应，意义上又互为反义，使读者印象深刻。 1.3使用疑问句 有些广告在标题或正文的开头使用疑问句，不仅能激发读者的好奇心理，也能增加阅读兴趣，从而也刺激购买欲望。例： What's so special about Lurpark Danisb butter? Well，can you remember what butter used to taste like-real fresh from house butter? Do you remember how you used to enjoy it when you were young? Today，the taste of Lurpark bring it all back to you -that's why it's so special.这则广告多次使用疑问句，从第一句“黄油的特点是什么？”入手，一环扣一环，抓住读者的心理，增加了读者的兴趣，突出了这种黄油的特点。又如：Arthritis pains? All you need is Bayer Aspririn!您正在忍受关节炎的痛苦吗？“拜耳”阿司匹林使您药到痛除。这是拜耳公司的阿司匹林广告，开头用疑问句引起读者的兴趣，紧接着引出正题——突出拜耳公司的阿司匹林功效。
研究性学习——广告语中常用修辞手法的探究研究性学习设计方案模板 研究课题名称: 广告语中常用修辞手法的探究 设计者姓名所在学校 所教年级高一级研究学科语文 联系电话电子邮件一、课题背景、意义及介绍 1、背景说明(怎么会想到本课题的): 子曰:“质胜文则野，文胜质则史，文质彬彬，然后君子。”从写作的范畴来说，文和质同样重要，要使文章情文并茂、如行云流水，就必然少不了运用修辞手法。修辞，是中国文学的一大特色，其意义和作用不可忽视。无论是在学习中，还是在日常生活中，修辞都有广泛的用途。对于高中生来说，掌握一些常用的修辞手法是必须的。而在广告语中，修辞被普遍地使用，更说明了它的重要性。因此，研究广告语中常用的修辞手法，能让学生更好地认识修辞的奥妙。 2、课题的意义(为什么要进行本课题的研究): 修辞学的研究是一门大课题，而广告语中常用修辞手法的探究，不仅缩小了学习的范围，还增添了学习的趣味性、生活性和实用性。广告修辞手法的研究，不仅能让学生加深对它的认识，提高自己运用修辞手法的能力，还能更好地提升自己的文学素养。 3、课题介绍 中国的修辞学博大精深，内涵丰富，是传统文化的精髓之一。修辞手法的合理运用，能让文章锦上添花，它共有六十三大类，七十八小类。而常用的修辞手法包括:比喻、比拟、夸张、对偶、双关、对比这六大类。根据学业大纲的要求，高中学生须要掌握这些常用的修辞手法。而广告语中的修辞手法，能让学生在充满生活
气息和趣味性的情况下更好地认识它、掌握它、从而运用它。因此，新时期的学生可以通过这样的方式来更好地了解修辞，以及学会运用修辞手法到口语表达、文章写作、广告创作等各个方面中去。 二、研究性学习的教学目的和方法(可按新课程标准的三维目标(或布鲁姆目标 分类法)进行研究性学习的教学目和方法的阐述) 学习方法:多媒体(包括电视、网络、收音机等)研究法、文本资料查阅法、访 谈法、发散探究法。 教学目的:三维目标(如下) check all wire the exact key inventory rotation and position wire. 4. basic operation: (1) familiar with the drawing process is the understanding of the whole project, prior to construction of the construction drawings. A comprehensive understanding, clarify the dominant size of the entire location, close position size, rotation, close approach, and the architectural style, and have a clear understanding of the whole 三、参与者特征分析(重点分析学生有哪些共性、有哪些差异，尤其对开展研 究性学习有影响的因素。) 参加本次研究性学习的对象是高一级的学生，他们已经具备一定的分析能力、 判断能力和评价能力，也具有一定的文学功底，计算机操作也较熟练，因此我们应该相信学生，放手让学生自主合作地去研究，从而充分发挥他们的主观能动性，提升他们的综合素养。但因为学生个人能力有差异，运用修辞手法到广告语中有一定
浅析广告英语的修辞特点 内容摘要:广告英语是有别于普通英语的一种独具一格的应用语言，各种修辞方法的使用可以增强其表达效果。因此广告撰稿人为吸引顾客注意力，往往采用各种修辞手段来描绘其产品，以达推销的目的。广告英语中各种修辞的运用赋予广告形象生动、简洁幽默、新颖别致，富有韵律和节奏感等特点，充分展示了修辞格在广告英语中特有的魅力。本文拟通过一些典型具体的例子，对广告英语的修辞特点进行归纳和分析，以期为广告英语的汉译提出可鉴性意见。 关键词：广告英语，修辞特点，翻译 一、引言 英文“advertise”广告源于拉丁语“advertise”意为“唤起大众对某种事物的注意，并诱导于一定的方向所使用的一种手段。”而广告就是向潜在的广大消费群体介绍商品，激发其对某种商品感兴趣。各种修辞手段在广告英语中的灵活运用，使广告英语更有效的实现其广而告之的目的。 二、广告英语的修辞特点 广告英语的修辞是指在英语广告文案的创作过程中，为了更有效的介绍商品，而精心选择、修饰语言的过程。 修辞手法作为语言学的一个学科,着重考察人们社会交际的语言规律和特点。从语言学角度来看,有限的语言可在修辞手法的强催化作用下产生无限可能,修辞是增强语言表达效果的有力武器。因此英语商业广告往往采用不同的修辞手法（figure of rhetoric）如：夸张（hyperbole），明喻（metaphor），暗喻（metonymy），谐音双关（homophone），语义双关（homograph），头韵（alliteration）以及尾韵（rhyme）等来增强广告的生动性、艺术性、和感染力。加深读者对宣传品的印象，从而引起消费者的关注。 （一）夸张（hyperbole） 夸张是指凭借丰富的想象，用铺张夸大的语言，对事物的某些方面着意夸大或缩小，进行艺术渲染，从而起到突出主题，渲染气氛的效果。通俗地说夸张就是言过其实地表达，使语言的感染力得到充分的发挥，把宣传商品形容得完美无缺以打动消费者的心弦，赢得他们对商品的好感。 1、利用数字进行夸张 例1： A great picture is worth a thousand drinks…We are creating a new online system where you can get free posters…and other materials…we will give you the information needed to order your free materials online.
英语修辞与广告语 . 1.辞格在广告英语中的运用一则看似简单的商务英语广告,撰写者们总是匠心独具,巧妙地 运用英语修辞手法,给消费者留下深刻的印象,以期引导其进入物质化的奇妙 世界,产生新奇 感,激发其对产品的兴趣. 3.1 比喻(figure).比喻是商务广告英语中常见的 修辞手法,它包括 明喻,暗喻和借喻等.运用比喻手法可使所描绘的事物形象生动,易为人们接受. 明喻(simile).为了鲜明,形象地刻画某一事物,人们常常将有共同特点的两种不同事物加以对比,用另一种 事物比所要说明的事物,这种对比在修辞学上称为明喻.在明喻中,本体与喻体间常用as, like 连接. 广告英语利用这一手法,使读者更具体,形象地了解商品, 熟悉品牌,如: Mom depends on Kool-Aid like kids depend on Moms. 妈咪依赖Kool-Aid果乐,就像孩子依赖妈咪. 这是一则果 乐广告,旨在唤起年轻的母亲们的购买欲.孩子对母亲的眷念依赖是众所周知的.广告制作者 独巨匠心,采用明喻,用喻体"kids depend on Moms"引发想象,成功地达到了宣传产品和劝购的 目的. 暗喻(metaphor).根据两个事物间的共同特点或某种内在联系,把一个 事物的名称用在 另一个事物上,说话人不直接点名,而要依靠自己去领会的比喻叫暗喻. 广告英语运用这一
修辞手法,更能激发人们丰富的想象,如: Test that beats the other colds. 试试冷饮之王. 这是" 幸福可乐"的广告.运用beats一词,形象地使读者感到"幸福可乐"的成绩是拼出来的.而广告中 的喻体the other colds 与"可乐"具有同样鲜明的特征:冰凉可口. 借喻(metonymy).就是不直接 说出事物的本来名称,而换用另一种名称或另一种说法.如: Wash the big city out of the hair. 洗 去头发上大城市的污垢. 这是一则洗发液广告,"the big city"表示"the dirty of the hair", 这里 采用的是借喻的手法,它使人们在惊奇的同时加深了记忆. 3.2 拟人(personification).拟人是把 东西或其他生物当成人来描写的修辞手法.这种修辞手法给商品以生命,使它变得有人情味, 给消费者以亲切感,如: Oscar de La Renta knows what makes a woman beautiful. Oscar de La Renta 深知女人的美食之道. Oscar de La Renta 为女人化妆品名.广告作者不明确讲出产品的 优点,而是通过拟人的手法进行宣传,对具有爱美之心的女士来说,显然具有吸引力. 3.3 双关 (pun).双关语是利用语言文字的同音或同义,同音异义的关系,使一句话涉及两件事,做到一明 一暗,一真一假,即可引人注意,又能引起联想,加深记忆.双关这种修辞手段如果运用得当,能