论文-修辞在广告中的应用

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UseofRhetoricinEnglishAdvertisement【Abstract】Advertisementisapopularculturalphenomenoninpeople’sdailylife.Itnotonlyprovidestheinformationaboutproductsandstimulatesthepurchasingpower,butalsoenrichespeople’sideologicallife.Rhetoricisonekindofimportantexpressivedeviceinlanguage.Itreferstointerpretingabstractandcomplexideasorprocessesthroughsimpleandconcretemethods.Sincerhetoricisfullofimagination,itcanpromotethetransmissionandcommunicationofemotionsandideas.Rhetoricexistsinwritingswithvariousstyles,especially,inadvertisements.RhetoricplaysaveryimportantroleinEnglishadvertisement,actingasakeyelementforthesuccessofanadvertisement.Thethesis,basedontherespectivestudiesofthedefinitionofadvertisementandrhetoric,makesacarefulanalysisoftheuseofmainrhetoricaldevicesinEnglishadvertisement,includingsimile,metaphor,pun,personification,parallelismandrhyme,targetingatpromotingthefurtherdevelopmentofadvertisement.【KeyWords】Englishadvertisements;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,concerningwithadvertisement,differentpeoplehavedifferentopinions.Formostofthepeople,thedistinctfeatureofadvertisementisthatadvertisementisacombinationofcontentandstyle.Thatistosay,agoodadvertisementnotonlyhasattractionincontent,butalsohascharminstyle.Obviously,thedeterminativefactorofagoodorabadadvertisementiswhethertheuseofrhetoricisappropriateornot.Itcanbefoundthattheuseofrhetoricplaysaveryimportantroleinadvertisement.Withouttheuseofrhetoric,absolutely,thereisnogoodadvertisement.Therefore,itisnecessarytomakeananalysisandstudyonthissubject.ThewholethesisisconcernedabouttheuseofrhetoricinEnglishadvertisement,andthethesisisdividedintothreeparts.Thefirstparttalksaboutthedefinitionandfunctionofadvertisement.Thesecondpartillustratesthedefinitionandfunctionofrhetoric.ThethirdpartmakesacarefullystudyontheuseofmainrhetoricaldevicesinEnglishadvertisement,suchas,simile,metaphor,pun,personification,parallelismandrhyme.I.AdvertisementAsforadvertisementandproducts,somepeoplebelievethesuccessfulsellingofproductscannotbeseparatedfromadvertisement.Advertisementkeepspeopleinformativeaboutthepriceandfunctionofproducts;what’smore,advertisementcanhelptoimproveproducts’brandawarenessanditsreputation.A.TheDefinitionofAdvertisement“Advertisementisthenon—personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.”Advertisementhastakenmanydifferentkindsofformsfromancienttimes.Atthebeginning,advertisementevolvedtotakeavarietyofformsandtopermeatenearlyeveryaspectofthesociety.Advertisementdevicesincludemanykinds,suchas,bannersatsportingevents,billboards,andInternetWebsites,logosonclothing,magazines,newspapers,radiospots,andtelevisioncommercials.Thepeopleareoverwhelmedbyalotofadvertisements.Itissaidthattheindividualscanexpecttobeexposedtomorethan1,200differentadvertisementmessageseachday.Therefore,advertisementsarepopularinpeople’sdailylife.B.TheFunctionofAdvertisementEnglishadvertisementscanencouragecompetition,guideconsumption,promotesales,andtransmitinformation.Forinstance,advertisementtellsaconsumertheinformationaboutaspecificproduct,brandorserviceandhelpshimorhertounderstandandevaluatetheinformation.Moreover,bymakingpeopleawareofproducts,servicesandideas,advertisementpromotessalesandprofits.Advertisementisoneofthemajorforcesthatcanhelpimprovethestandardofliving.Thepeople,nomatterinurbanorruralareas,areoverwhelmedbyalotofadvertisements.Advertisementmakespeople’senvironmentsmorecolorfulandvigorous.Meanwhile,itcanalsoenrichpeople'sculturallifeandtransmitinformationwhichcontributestosocialandculturalprosperity.II.RhetoricRhetoriccanbefoundinanyformsofwriting—poetry,prose,drama,fictionalandnon-fictionalwriting,advertisement.Theunderstandingaboutthedefinitionandfunctionofrhetoricishelpfulfortheuseofrhetoricaldevices.A.TheDefinitionofRhetoricAristotlewasoneofthemostfamousthinkersandoratorsinGreek.Inhisfamousbook,Rhetoric,rhetoricwasdefinedas“theartofpersuasion”.(TangYin,P1,2004)Whereas,JohnLocke,thenotedEnglishphilosopherofthelatterpartofthe17thcentury,saidthat“rhetoricwasthescienceoforatory,theartofspeakingwithelegance,andforce”.(TangYin,P1,2004)Inpresentday,themeaningofrhetorichasbeenextended.Rhetoricassumesthefollowingcharacteristics,thatis,theelaboratedandexaggeratedlanguage,theartofusinglanguageeffectivelyandpersuasively,theskillsofusinglanguageeffectively,thestructureofverbalcommunication.B.TheFunctionofRhetoricRhetoricaldevicesarevariationsofliteralorordinaryformsofexpressions.Theirfunctionistomakethethoughtmorestrikingandeffective.Afreshandsuitablerhetoricaldeviceappealstotheimagination,createsmentalpicturesandmakesthespeechorwritingvivid,impressiveandinteresting.Rhetoricaldevicescanmakelanguagemorevividbyusingthesimplewordstoexpressc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