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修辞手法在广告英语中的妙用广告是一门艺术。
广告英语中，各种修辞手法的妙用有助于增强广告的艺术魅力，引发消费者的联想，激发其购买欲。
本文结合大量的广告实例，论述了比喻、拟人、仿拟、夸张、双关、押韵、对偶、反复、排比等广告英语中常见的修辞方法。
标签：广告英语艺术修辞手法广告大师雷蒙·罗比凯曾说过：“上乘广告的最好标志是，它不仅能使观众争相购买它的产品，而且能使观众和广告界都把它作为一种可钦可佩的杰作而长久不忘。
” 广告是一门艺术。
好的广告作品就是一首诗、一幅画、一件工艺品，在吸引、感染公众，获取公众赞同、信赖，激发其购买欲的同时，使公众有欣赏、回味的余地，留下许多美的享受。
要使广告作品具有艺术性，广告创作必须遵循艺术规律，采用艺术手段来塑造产品的形象，增强广告的感染力，使其具有长久的魅力。
创造广告艺术形象的手段有绘画、摄影、雕塑、音乐，还有最重要的一环：语言。
形象化的语言，可以使抽象的观念变的具体化、视觉化、可触可感化。
广告创意的核心是广告语，而广告语的优劣高下则与修辞有着密切的联系。
形象化的修辞手法，可以赋予物品以生命、情感、动态，使广告生动形象，具有活力和亲和力，从而引发消费者的联想，激发其购买欲。
在广告英语中，各种修辞手段的运用达到了淋漓尽致的地步。
广告英语中常见的修辞方式主要有：1.比喻（Figure of Speech）比喻是用某一具体、浅显、熟悉的事物或情境来说明另一种抽象、深奥、生疏的事物或情境的一种修辞方法。
比喻能使语言具体形象、鲜明生动，也可以使复杂、深奥的道理明白易懂。
比喻一般包括明喻（simile）、暗喻（metaphor）和转喻或换喻（metonymy）等。
明喻是将一两种具有共同特性的事物或现象进行对比，表明本体和喻体的关系。
本体和喻体都在对比中出现。
常用比喻词有like, can be likened to, as, as if , similar to, akin to, be analogous to等。
Good to the last drop. (Maxwell House)Just do it. (Nike)Impossible is nothing. (Adidas)Motion in poetry, dance close to me. (Toyota)Communication unlimited. (Motorola)Can’t beat the real feeling. （Coco-Cola)TIME is ready to make time to you. (TIME)Think again, think Canon. (Canon)Start ahead. (Rejoice)Kodak is Olympic color. (Kodak)Ask for more. (Pepsi)No business too small, no problem too big. (IBM)这则广告运用了对比的修辞方法。
Small 和big 对比，同时还连用了两个no…too的句型，显示出对产品的绝对信心和作为商业巨头的气魄。
Sharp minds come sharp products. (Sharp)这则广告好，因为它用了双关的修辞方法，Sharp 既显示了买这款产品的消费者头脑聪明，做了正确的选择，同时又把产品的名称嵌入了广告中，听起来很悦耳，读起来也朗朗上口，便于记忆。
M&M’s melt in your mouth, not in your hands. (M&M’s)这则广告运用了对比的修辞手法。
Melt in mouth和melt in hand对比，显示出产品的干净和方便的特点。
Hi-Fi, Hi-fun, Hi-Fashion, only from Sony. (Sony)这则广告用了押韵的修辞手法，而且是头韵，读起来朗朗上口，便于读者记忆，而且还将产品区别于其他同类产品的优势和特点显示出来。
摘要:广告成为现代生活的一个重要组成部分,其目的在于激发人们对事物的注意,并诱导于一定方向所使用的一种手段。
修辞在广告英语中起着重要的作用,广告中经常使用各种修辞手法来增强语言的艺术性和感染力。
通过对广告英语的修辞特点分析,从比喻、双关、拟人、排比等方面,从美学的角度论述广告英语的修辞特点。
随着商品经济的发展,以英语为载体的广告日益增多,已成为人们生活中不可缺少的部分。
广告英语是设计者独具匠心、精心雕琢的产物。
广告之所以引人注目,正是其讲究修辞手法,用词巧妙,句型新颖,从而产生形象生动、引人注目的效果。
综观商业发展史,成功的优质品牌产品,总是以与之相应的广告作为先导,在激烈的商品市场竞争中,广告词撰写者总是深思熟虑,以简练的语句和巧妙的修辞手法,博取消费者对商品的信赖和喜爱。
现就广告英语的修辞运用及其作用作以探讨。
1 比喻(Figure of Speech)1.1 明喻(Simile)为了鲜明、形象地刻画某一事物,人们常将具有某种共同特征的两种不同事物加以对比,用另一种事物比作所要说明的事物。
多用like,as,seem,if,asthough等连接。
可以更鲜明,更简洁,更生动地描述事物,使人通过联想更深入了解事物,熟悉品牌,从而嬴得消费者的认同、信赖和喜爱。
例如:Light as a breeze, soft as a cloud.这是一则服装广告标题,形容其服装用料“轻如拂面之微风,软如天上云彩。
”消费者看了,自然可以想象到穿上这种服装的轻松感和舒适感,进而联想到自己穿上这种服装潇洒飘逸的形象。
1.2 暗喻(Metaphor)用来表示两种不同事物之间的相似关系,把一个事物的名称用在另一个事物名称上。
其主要特点是两种事物不用like或as连接。
暗喻的作用与明喻一样,往往是用生动、具体、浅显、简单的、人们所熟悉的东西来比喻干涩、抽象、深奥、复杂的陌生事物,从而更形象、更深刻地说明事理,力求达到贴切、新颖、创新的表达效果。
Use of Rhetoric in English Advertisement【Abstract 】Advertisement is a popular cultural phenomenon in people ' s daily life. It not only provides the information about products and stimulates the purchasing power, but also enriches people ' s ideological life.Rhetoric is one kind of important expressive device in language. It refers to interpreting abstract and complex ideas or processes through simple and concrete methods. Since rhetoric is full of imagination, it can promote the transmission and communication of emotions and ideas.Rhetoric exists in writings with various styles, especially, in advertisements.Rhetoric plays a very important role in English advertisement, acting as a key element for the success of an advertisement. The thesis, based on the respective studies of the definition of advertisement and rhetoric, makesa careful analysis of the use of main rhetorical devices in English advertisement, including simile, metaphor, pun,personification, parallelism and rhyme, targeting at promoting the further development of advertisement.【Key Words 】English advertisements; rhetoric; function【摘要】广告是人们日常生活中最常见的一种文化现象，不仅提供产品信息，刺激购买力，而且丰富人们的精神生活。
修辞是一种重要的语言表达手段，是用简单具体且充满想象的方法将抽象复杂的思想或进程阐释出来，能够促进情感的传递和思想的表达。
修辞存在于各种文体之中，尤其在英语广告中起着极为重要的作用，是影响英语广告成败的关键。
论文从分析广告及修辞的定义和功能出发，认真研究了主要修辞手段在英语广告中的作用，包括明喻、暗喻、双关、拟人、平行和押韵等修辞手段，旨在推进广告的进一步发展和提高。
【关键词】英语广告; 修辞; 功能IntroductionNowadays, concerning with advertisement, different people have different opinions. For most of the people, the distinct feature of advertisement is that advertisement i s a combination of content and style. That is to say, a goodadvertisement not only has attraction in content, but also has charm in style.Obviously, the determinative factor of a good or a bad advertisement is whether the use of rhetoric is appropriateor not. It can be found that the use of rhetoric plays a very important role in advertisement. Without the use of rhetoric, absolutely, there is no good advertisement. Therefore, it is necessary to make an analysis and study on this subject.The whole thesis is concerned about the use of rhetoric in English advertisement, and the thesis is divided into three parts. The first part talks about the definition and function of advertisement. The second part illustrates the definition and function of rhetoric. The third part makes a carefully study on the use of main rhetorical devices in English advertisement, such as, simile, metaphor, pun, personification, parallelism and rhyme.I. AdvertisementAs for advertisement and products, some people believe the successful selling of products cannot be separated from advertisement. Advertisement keeps people informative about the price and funct ion of products; what ' s more, advertisement can help to improve products ' brand aw areness and its reputation.A. The Definition of Advertisement“ Advertisement is the non pers—onal communication of information usuallypaid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. ”Advertisement has taken many different kinds of forms from ancient times. At the beginning, advertisement evolved to take a variety of forms and to permeate nearly every aspect of the society. Advertisement devices include many kinds, such as, banners at sporting events, billboards, and Internet Web sites, logos on clothing, magazines, newspapers, radio spots, and television commercials. The people are overwhelmed by a lot of advertisements. It is said that the individuals can expect to be exposed to more than 1,200 different advertisement messages each day. Therefore, advertisements are popular in people ' s daily life.B. The Function of AdvertisementEnglish advertisements can encourage competition, guide consumption, promote sales, and transmit information. For instance, advertisement tells a consumer the information about a specific product, brand or service and helps him or her to understand and evaluate the information. Moreover, by makingpeople aware of products, services and ideas, advertisement promotes sales and profits. Advertisement is one of the major forces that can help improve the standard of living.The people, no matter in urban or rural areas, are overwhelmed by a lot of advertisements. Advertisement makes people ' s environments me ocrolorful andvigorous. Meanwhile, it can also enrich people's cultural life and transmit information which contributes to social and cultural prosperity.II. RhetoricRhetoric can be found in any forms of writing —poetry, prose, drama, fictionaland non-fictional writing, advertisement. The understanding about the definition and function of rhetoric is helpful for the use of rhetorical devices.A. The Definition of RhetoricAristotle was one of the most famous thinkers and orators in Greek. In hisfamous book, Rhetoric, rhetoric was defined as “ the art of persuasion ” . (Tang Yin, P1, 2004) Whereas, John Locke, the noted English philosopher of the latter part of the 17th centu ry, said that“ rhetoric was the science of oratory, the art ofspeaking with elega nce, and force. (Tang Yin, P1, 2004)In present day, the meaning of rhetoric has been extended. Rhetoric assumes the following characteristics, that is,the elaborated and exaggerated language, the art of using language effectively and persuasively, the skills of using language effectively, the structure of verbal communication.B. The Function of RhetoricRhetorical devices are variations of literal or ordinary forms of expressions.Their function is to make the thought more striking and effective. A fresh andsuitable rhetorical device appeals to the imagination, creates mental pictures and makes the speech or writing vivid, impressive and interesting.Rhetorical devices can make language more vivid by using the simple words to express complex meanings. By the use of rhetoric, even abstract ideas can become concrete. Rhetoric can make the modified subjects more prominent, distinctive, and specific. By the use of rhetoric, the language can give people more space to imagine. Whereas, without the use of rhetoric, the language is boring and there is no vigor in the language.III. An Analysis of Rhetoric in English AdvertisementSeveral kinds of rhetorical devices are frequently used in advertisement, andit is necessary to study them one by one by giving definitions and making illustrations. All of the examples studied below are constrained within English advertisements.A. Simile“ Simile is a way of comparing one thing with anot her of explaining what onething is like by showing how it is similar to another thing and it signals itself in atext, with the words as or like. ” A simile is made up of four parts: “ the tenor “ the vehicle, “ the comparing word ” and “ the ground ” . “The tenor ”is the subject of simile. “ The vehicle ” is the thing compared to or thepatrratnsported.“ The comparing word ” is the simile marker such as, “ like, as, than, as i f,similar to. ”“ The ground ” is the common properties owned by the tenorand “ the vehicleFor example: Breakfast without orange juice is like a day without sunshine.This is an advertisement for “ orange juice ” . It can be found that, in this■ 丄・ t a ・ ・ ” ■“ t_i t ” | « .・ advertisement, “ orange juice ” is “ the tenor ” and “ sunshinevehicle ”T.he word “ like ”sign als that the advertisement makes rhetoric device — simile. Thus by using simile, the advertisement product ' s characteristic more vivid and lively. If thesuch an effect, the customers are eager to drink this kind of juice at breakfast. Precisely, this advertisement is a good example in simile craftsmanship. It can not be imagined what the world will be look like without sunshine. The importance of “ orange juice ” is no less than “ sunshine ” . Since thesignificoafntcheis kind of “ orange juice ” is so great, nobody would refuse to drink it. Thus this advertisementtouches the customers ' heart and greatly promotes the sale of this kind of “ orange juice ”. B. Metaphor“ A metaphor, like a simile, also has a comparisonb etween two unlike elements, but unlike a simile, this comparison is implied rather than stated.In metaphor, one thing is directly compared to another thing, without like oras. Thus the relationship between them is implied in other words is unstated. Therefore, the use of metaphor makes the language more vivid and also makes the product it advertising more attractive. Metaphor is a kind of rhetoric devices which is favored by most advertisement composers.The following is a good example: You ' d better of f under umbrella.This is an advertisement for a travel insurance agency. In this advertisement,“ umbrella ” refers to the travel insurance agency. In the advertisement, “ the vehicle ”is not stated. In fact, “ the vehicle ”is the staff of the “ Umbrella ” agency. No matter it is raining or shining, if the customers carry an umbrella with them, the umbrella will be very useful to them, for it protects them from being influenced by the bad weather. In most people ' s minds, the word “ umbrella ” isalways linked with safety and protection. While the customers are traveling, there are some unpredictable factors existing during their journey. Just imagine that no matter what happens, there are always someone waiting for customers,listening to customers and comforting customers. They are not anyone else and they arethe staff of “ Umbrella ” . By using metaphor, the company ' s image is more vivid. The advertisement would leave a deep impression on the customers.C. PersonificationPersonification is one of the most frequently used rhetoric devices in English advertisement, for it can greatlyshorten the distance between the advertisement composer and customers, creating a kind of harmonious atmosphere between them. Undoubtedly, advertisement composers will employ the rhetoric device in” ・ “ Il” is “ the use of themakes the（（ ・ ・ orange juicereally hasthe English advertisement.For example: She has her own spirit and it graces everyone she comes near.This is a piece of advertisement for“ perfume ” . It can be found that this kindof perfume is personified in the advertisement. In the adver tisement, “ she ” not only refers to those who favor this kind of perfume but also refers to the perfume itself. By giving life to the product, it can effectively shorten the distance between the advertisement composer and the customers, making the customers feel more cordial. Absolutely, the advertisement will make the customers willing to buy the perfume. The use ofpersonification endows the advertisement with such magic power.D. Parallelism“ In parallel construction it is necessary to balance word forword (noun with noun, verb with verb, adjective with adjective, etc) phrase with phrase, clause with clause, sentence with sentence. ”Parallelismwill not be neglected by advertisement composers. It is reported that parallelism is one of the most frequently used of all English rhetorical device.For dreamers it ' s paradise. For romantics it ' s absolutely irresistible. To learn more about the principality of it 's -9696.talk about three different kinds of fields. In the advertisement, the advertisement composer revealed hisadvertisement by three parallel sentences, each of whichcontains a simple sentence with the similar stru cture. Monaco ' s charm is greatly communicate with the customers. E. Rhyme “ Rhyme is identity of sounds between words orverse lines extending back from the end to the last fully accented vowel not further” . People often associaterhyme with poetry. Actually, rhyme also occurs in advertisements.For example: Hi-Fi, Hi-Fun, Hi-Fashion, only from Sony. This is an advertisement for Sony ' s products. In this advertisement, the repeated sounds of “ Hi ” not onlygive the customers a deep impression andFor example: $199 a night it Monaco call 800-s true bliss. ForThis is an advertisement for a travel agency — Monaco; the three sentences enhanced by the unity and balance of these parallel structures. By using parallelism, the advertisement composer can add clarity and coherence to theadvertisement.Parallelism helps the advertisement composer bettermake it memorable, but also emphasize the quality of the product at the samealliteration is used effectively. By using rhyme, ' hearts in a short time.English advertisement charm full play.ConclusionEnglish advertisements can encourage competition, guide consumption, promote sales, andtransmit information. Rhetoric can make language vivid and humorous. Simile, metaphor,personification are the most frequently used rhetorical devices in English advertisements.Generally speaking, by the analysis and study above, it can be found that the use of rhetorical devices contributes a lot to successful advertisements. Rhetorical devices are the determinativefactors in English advertisement. For this reason, advertisers often make use of rhetorical devices to increase the readability and attraction of advertisements and to arouse consumers ' interest ofbuying products. Undoubtedly, the use of rhetoric in advertisement gives an advertisement another new birth, makes the advertisement lively and impresses the customers greatly.AcknowledgementsI would like to offer my sincere wish to those who spend their precious time in reading thisthesis.has the function of promoting sales. This advertisement gives the functiontime. In this advertisement, Sony ' s products win customers。
