论广告中的修辞手法——In Advertising English（精彩节选）

导读：对于广告专业的留学生dissertation，广告文案中的修辞手法是一个选题重复率较高的题目。本文的作者在选题上也用到了这一款，那么他的突出点和优秀点在哪里呢？让我们一起来看一看这篇文章的精彩部分选读吧。——由UK Advertising dissertation专栏编辑整理提供。

1 Introduction
The English word “advertising” is gradually popular in Mid-seventeenth century, when Britain began to mass goods. The term "advertisement" derived from Latin "advertere", meaning "attention, inducing".(Zhai, 2012) Its original meaning is the notice of business. From the linguistics Angle, the limitation of the language can be limitless of the unique language in the proper use of rhetoric (Jiang, 1994: 5). Nowadays, advertising develops rapidly and the propaganda and media are more and more.Advertising is not only a kind of economic activity, and is the main media for spreading culture.(Lv, 2007: 10). For instance, they will use newspapers and magazines, radio, television for promoting. Or  use signpost window and neon lights.
However, no matter how the development of advertising protean, no matter the way how to spread is varied, the most expressive means is language. Because when people are interested in some merchandises and want to buy it or introduce it to their friends, what they use are language. It likes people set up the reputation for the merchandises. A successful advertising is not only shocking people’s vision   and sense of hearing, but also makes people happy to read by its refined and elegant words. Advertising language is not just simple business language, but set literature, aesthetics, psychology, advertising, marketing and consumer behavior to consist of the “loaded artistic language”. Through advertisement, people convey the information of the products, build up the products’ image and stimulate consumption desire. Therefore, the advertisement’s language usually has attention value, memory value, expressive function, directive function and aesthetic function.

2  The concept of rhetoric and  the rhetoric  species of advertising English
Rhetoric from two thousand years ago in the time of ancient  Greece, is a science of studying the art language. It must be based on the communication content, language environment and properly choose language means and expression. Rhetoric method is one of research content of rhetoric, including negative rhetoric and positive rhetoric. The former refers to a sentence to the usual words grammar and logical rules. The latter refers to the "actively engage with affection to use of the technique of expression, extremely use up all the language of possibility, say and write present a vivid, concreteness and experience the English figures of speech is the same as the Chinese. Advertising in the English rhetorical skills is also very cultured. the limitation of the language could develop in proper means of rhetoric, and realize the language does not have a color is limitless in  the linguistics. Therefore, a seemingly simple advertising English but it can spectacular.#p#分页标题#e#
Advertisement is a special communication form. From the pragmatic point, advertising is a pragmatic behavior. Its goal is to persuade communication object to accept its products, services, etc. Advertising English language is unique. Its various of rhetorical skills are used not only produced the positive role of the propaganda and promotion, also shows the unique style of artistic glamour (LI, 2002: 1). To be specific, is a persuasive speech acts, this kind of behavior with obvious utilitarian, so often have to get go through strategy.

3 The major feature of rhetoric in advertising English
Rhetoric is seen as the adornment of the language, English advertising should in order to pay people's attention, cause people's interesting, make people produce desire of purchase, and at last they take action (Zhao, 2007: 4). Now the following are the features of some rhetoric.

3.1  Semantic rhetoric
The use of “hyperbole” in advertising English. IT usually use “hyperbole”, Strengthen advertising rendering force English word “hyperbole” is exaggerated, in order to emphasize, deliberately exaggerated facts in order to give a person with deep impression, but not in order to deceive. In advertising English hyperbole is often cited as a means of rendering atmosphere to use, in order to achieve outstanding things, and enhance the effect of readers’ impression.
e.g. “We have hidden a garden full of vegetables where you’d never http://www.ukthesis.org/dissertation_sample/liuxueshengguanggaoleishuoshil/ expect in a pie.” (Foods advertising)
It praises vegetable’s varieties and the rich tastes are amazing people. The use of “parable” in advertising English. Use parable cleverly to make the advertisement more reality. Parable can divided into simile and metaphor
Simile
The English word “simile” means comparison of one thing with another, with a distinct image to depict the things. In two with a common feature of things or phenomenon is compared, and show that the ontology and the compare thing are similar relationship, both appear in comparison.
E.g. Light as a breeze, soft as a cloud.(clothes advertising)
It uses the simile to describe the soft of the clothes’ quality and the ease feeling after wearing the clothes.
Metaphor
Its form is different from “simile”, metaphor indicates something different from the literal meaning. It strengthens the language’s expression power and infection, and state the thing more visual. Sometimes it only occur the compare thing and ontology, in terms of form for consistent relationship, sometimes don't appear ontology things and parables word, only the compare thing.
    E.g. “Soft, enchanting, smiling color–that’s the gift of Focus to your hair.” ( “Focus” brand hair oil advertising)#p#分页标题#e#
  It take the soft hair and beautiful color after using the oil says to a gift which is given by the oil,and make the product more charming and human. The use of “personification” in advertising English. Personification makes the advertising more vivid. The English word “Personification” means treating something that is without life as a human being or representing it in human form.
   E.g. “Unlike me, my Rolex never needs a rest” (Rolex watch advertising)
It uses personification to make the ROLEX watch personified. It indicates the watch work exactly and powerfully from the phrase “never needs a rest”. Its quality is worth believing.
    The use of “Irony” in advertising English.
    Irony makes the advertising more humorous.“Irony” means expression of one’s meaning by saying the direct opposite of one’s thoughts in order to be emphatic, amusing.
E.g. “If people keep telling you to quit smoking cigarettes, don’t listen…… They’re probably trying to trick you into living.”(Public service advertising)
An obvious fact or truth is said by irony, when the people find ridiculous, it also lead them to distinguish the truth and understand its aim.
     The use of “repetition” in advertising English.
     Repetition can cause the consumers’ attention.（英语毕业dissertation中心友情提供相关资料）
English rhetoric in the speech style is different from the common repetition’s meaning "bothersome repeat", the latter is confusion expression is not clear cause of ill-chosen expression, and the former is to emphasize the significance of some things, express strong emotions, is a kind of effective method of rhetoric. This skill in advertising English can strengthen the tone, creating some atmosphere, strengthen the propaganda for the reader to searches content of the advertisement, induce the consumers' love and interest.
     E.g. “Extra Taste. Not Extra Calories.” (Junk food advertising)
The products have extra taste, but no extra quantity of heat, that means won't make you fat. Through the repeat "extra", make the food more alluring, so that the consumers are no longer hesitate.
     The use of “oxymoron” in advertising English.
     Oxymoron can strengthen philosophy of the advertisement.“Oxymoron” means with two not mediate, even opposite characteristics to describe a thing and pursuit of philosophy in conflicts. In advertising English, it refers to the two different or the opposite characteristics as a trademark or trade modifiers which texture and structure of the word get together. Two words’ meaning seem contradicted to each other, but through the comparison reveals the advantage of goods.#p#分页标题#e#
E.g. “Cool fire” (shoes advertising)
This advertising promote “Dexter” company’s shoes: “cool” shows the shoes breathe freely, “fire” shows the shoes thick and warm.
    The use of “Parody” in advertising English. Parody strengthen advertising persuasiveness“Parody” means imitates the style of an author, composer, etc in an amusing and often exaggerated way. It can make advertising language lively, humor and irony. Advertisers in order to make product's image better, often use historic and famous quotation, including the proverb, the motto, allusions, language, idioms, etc. Sometimes will make the quotation differently, make the person has a flowing to read, and easy to remember
E.g. “Give me Green World，or give me yesterday.” (Green world brand series late frost ads) “Give me Green World，or give me yesterday” .A famous politician and patriotic poet Henry during the American independence war have write verse “Give me liberty, Or give me death” This advertising can make the strong sympathetic chord and wonderful Lenovo in the consumers’ mind through the clever parody, which stimulate their desire to buy the products.

3.2 Structure rhetoric
The use of “pun” in advertising English. Pun increase the interesting of the advertising “Pun” means humorous use of a word that has two meanings or of different words that sound the same. It is often used in advertising English. It not only can increase the advertisement of interesting and can cause people's association and enhance people's memory. At the same time, it also makes advertisement's language full of humor and vivid.(Lei, 2004: 50)
E.g. “A deal with us means a good deal to you.” (A company advertising)
It put the word “deal” different meanings mix cleverly. “A good deal” common meaning is “a lot of, a great number”. And here it also can mean is a good business cooperation. To deal with them can be a good business for the consumers, why do the consumers say no? http://www.ukthesis.org/dissertation_sample/liuxueshengguanggaoleishuoshil/ The use of “parallelism” in advertising English. Parallelism can stand out advertising rhythm “Parallelism” is Very popular in the adverting English.  Because this kind of rhetoric makes the sentences connect up and the tone smooth. You will feel strong rhythm when you read it. It helps highlight its product’s quality and make the product performance on sight.
E.g. “No problem too large, no business too small.” (IBM advertising)
This advertising is show the company of solid strength, and reflects its customers’ need and want to share cooperation and work spirit. The use of “antithesis” in advertising English. Antithesis makes the advertising form neat and concentrates the content. “Antithesis” means contrast. It uses commonly and almost in everywhere in the advertising English. Advertising which uses “antithesis” reflects products superior characteristic through the contrast, it makes consumer produce purchasing desire gradually.#p#分页标题#e#
    The choice is yours，the honor is ours. (Supermarket advertising)
It makes an invisible friendship and tacit understanding through the antithesis which has clear structure and echo meaning. It also shows the market has full supply, good service and good shopping environment.

4 Conclusions
Advertising is both literature and art. In order to use the form of art to achieve the business purpose, advertising English combine by a language art and business selling. Although good advertising is rooted in a good product, advertising conviction and allure realize through the temper of language. Rhetoric is a powerful weapon which enhances the effect of language to express, and it also is the English advertising charm of the source.
The use of rhetorical means of advertising originality and effect is extremely important. The success of the rhetoric can make advertising for the content off task and scene, make the best of the language can make the person feels it mustn't change, and can cause beyond ordinary words, unusual grammar or unusual logic of new form, so as to give full play to the value of the AD and its function(Yang, 2007: 1). Rhetoric is full of  expression and infection, not only creates a kind of artistic conception and fill the  not completely connotation of the ads, but also allows people to get metal enjoyment so that they produce interesting and spread information to their friends and others. What's more, it will attract continuously customers and seller win the best benefit. With the further development of reform and open, China's advertising business is in the ascendant, the study of rhetorical features in advertising English has a strong practical significance. The propaganda of the products in our country plays a important role on opening the international market.

References
[1] Jiang Lei. On the Translation of Commercial Advertisement [J].
Chinese Translators Journal.1994（5）.
[2] LI Hong-jing. Advertising English rhetoric technique and its translation [J].Xuzhou Institute of Architectural Technology Journal.2002（1）.
[3] Zhao Xiang. The reading of Advertising English rhetoric [J].Luoyang Normal College Journal. 2007 (4).
[4] Yang Jin-qian. The rhetoric and application of Advertising English [J]. Market modernization. 2007（1）.

Abstract: Although today the global economy faces a economic crisis, advertising is trustworthy. Especially since China entered into WTO, advertising English is pay more and more people's attention, in many brand, using advertising English is even important than the advertising Chinese, for example our Chinese brand"LINING" will play its English slogan "anything is possible". Therefore, advertising English worthy of our study and analysis. Based on the analysis of some English advertising example, this text summarize some advertising English rhetorical features.

Key words: Advertising English; semantic rhetoric; Structure rhetoric; Phonological rhetoric#p#分页标题#e#

本站英语毕业dissertation中心友情提供相关资料，由UK Advertising dissertation专栏编辑整理提供。更多的留学生dissertation代写服务请与本站客服联系。