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1、Good is good, but better carries it.精益求精，善益求善。广告英语是英语文体学研究的一个重要分支-摘要:广告英语是英语文体学研究的一个重要分支。前程无忧论文网修辞在广告文体中起着重要作用。从比喻、拟人、双关等六个方面论述了广告英语的修辞特点。Rhetoricisasubjectwithalonghistory.TheEnglishrhetoricaltheoriesderivefromancientGreece.Rhetoricmakesstudyofthelanguagefromtheaspectoflanguageapplication.Anditvari
2、esaccordingtotheenvironmentalanguageissur-roundedwith.InadvertisingEnglish,rhetoricalskillsareoccupyingtheextremelyimportantplacesandwiththeseskills,advertisementbecomesricherthaneverinitsexpressionandmuchmorepersuasive.ThisarticleistodiscussthemainkindsoftheEnglishrhetoricalskillsthatarefre-quently
3、usedinadvertisingEnglish.1MetaphorAmetaphoris“animaginativewayofdescribingsomething,byreferringtosomethingelse,whichhasthequalitythatyouaretryingtoexpress”.Inotherwords,ametaphorisanimpliedcomparisonbetweentwothingswhichareofunlikenaturebutwhichhaveoneormorefeaturesincom-mon.(1)EBELthearchitectsofti
4、meEBELisabrandwatchfromSwitzerland.Asweallknow,afamoussayinggoeslikethis,“Timeismoney”.AndEBELisdescribedas“thearchitectsoftime”.Thevalueandthequalityofthewatcharefullyimpliedinjustthefewwordsofametaphor.Nootherwordsareneeded.(2)(Sung):ThislittlegirlknowslotsoftricksSheknowsthatsugarandsunshinemix.A
5、ndthemilkandnowyouknowHowlittlegirlseatsunshine.(Spoken):KelloggsCornFlakes.Thatishowyoucaneatsunshineeveryday.Dontletlit-tlethingsdistractyouwhenyoureeatingCornFlakes.Sunshineisusuallyassociatedwithwarmth,comfortandhappiness.WhenyoueatKelloggscornflakeseveryday,itseemsthatyoucoulden-joyallthewonder
6、fulsensationssunshinebringsyou.Asweknow,childrenneedadequatesun-shineforhealthygrowth.ThecomparisonofKelloggscornflakestosunshineembodiessuchanimplicationthattheadvertisedproductmayalsohelpchildrengrowuphealthily.Inthisway,chil-drenmayreceivebothemotionalandphysicalbene-fitsbyeatingKelloggscornflake
7、s.2SimileAsimileisafigureofspeech“inwhichasimilaritybetweentwoobjectsisdirectlyexpressed.1”Similesaremoreprecise,morerestrictedandusuallylessradical,lesscommittedthanmetaphors,sincetheylimittheresemblanceofthe“object”andits“image”toasingleproperty(e.g.coolasacucumber).(1)Featherwater:lightasafeather
8、.ThisadvertisementdescribesmostincisivelythelightnessoftheFeatherwaterspectaclesbytheuseofasimile.Almosteveryonewhoisshort-sightedoncesufferedagreatdealfromtheheavyspectaclelens,soallcanimaginethehappinessbroughtaboutbyspectacleslightasafeather.(2)Itgivesmyhairsupershine,superbody,andleavesitsmellin
9、gfreshasameadow.Thisadvertisementeffectivelydemonstratesthehighqualityandoutstandingvirtueofsomeshampoo.Withoriginality,thecopywriterintro-ducesthevehicleorthereferenceof“meadow”tomakeconsumersimaginethescenethatthehairisgentle,smoothandbrilliant,emittingadelicatefragrance,justlikethegreenmeadowinsp
10、ring.Therefore,thisadvertisementdoespublicizetheproductandpersuadeconsumerstomakeapur-chase.3MetonymyMetonymyisafigureofspeechthatusesthenameofonethingforthatofsomethingelsewithwhichitisassociated.2Advertisinghasusedme-tonymyeffectively.Twoairlineshavesuccessfullyusedtheirstewardessasmetonymicsymbol
11、sforthewholecompany.(1)Singaporegirlsyoureagreatwaytofly.SingaporeAirlines(2)ImMandyflyme.BritishAirwaysAnothertypicalexampleofmetonymyem-ployedinadvertisingistheadvertisementforToshibacomputer.(3)PickanAcefromToshiba.Asisknown,aceistheNo.lincardgamesandeveryonehopestogetacethathasthehighestvaluewhe
12、nplayingcards.HereaceisusedtomeanaToshibacomputerofthebestquality.Withonlyfivewords,themetonymyspeaksalltogaintheconsumersfavorfortheproductadvertised.4PunApuncanbedefinedas“auseofwordsthathavemorethanonemeaningorwordshttp:/www.51lunwen.org/advertise/2010/1101/0916019136.htmlthathavethesamesoundbutd
13、ifferentmeanings”.Punsareverypopularwithcopywriters,fortheymaypro-vokeamusement,oraddspicetoanunpretentiousconversationalexchange.(1)Everybodykneads(needs)it.ThisisanadvertisementforPillsburyFlourCompany.Here,“kneads”and“needs”formthehomophonicpun,goingsomewaytoovercomingconsumersdistrustoftheproduc
14、tandarousingtheirinterest.(2)Trustus.Over5000earsofexperience.Thisisanadvertisementforsomehearingaid.Literally,itreferstothewiderecognitionoftheproductbytheusers.Rhetorically,“ears”and“years”arehomophones,meaningtheproductisofalonghistoryandhighquality.Inthisway,theadvertisementaddsmorepowerinpersua
15、dingcon-sumerstobuythisproduct.(3)Seven-up.Theuncola.Theunandonly.7-upDrinkInthisadvertisement,punliesin“un”.Ononehand,“un”isanegativeprefixinEnglish.“Uncola”iscoinedtostrikethereaderas“beingtotallydifferentfromtraditionalcola”.Ontheotherhand,“un”,aFrenchword,isclosetoEng-lishword“one”inmeaning.So“T
16、heunandonly”hereequalstoEnglishidiom“theoneandonly”,emphasizingthesuperiorityofthisdrink.5PersonificationPersonificationisgenerallyusedtogivehumanqualitiesorabilitiestoabstractionsornon-humanentities.Personificationinadvertisingturnstheice-coldproductstobecordialandfriendlyandleavespeopleavividandre
17、alimpression.(1)With52issues,theyllbethinkingofyouweekafterweek.ThisisanadvertisementforNewsweek,withissuesofthemagazinebeingpersonified.TheNewsweekmagazineisdescribedvividlyto“thinkof”thereaders“weekafterweek”.Whataboutthereaders?Dotheythinkofthemagazine?(2)Unlikeme,myRolexneverneedsarest.“Allworkn
18、oplaymakesJackadullboy.”ThisEnglishproverbmeansallmenneedplayandrest.Awatch,however,candisobeyit.Inthisadvertisement,Rolexwatchiscomparedwith“me”,aman.“I”needrest,butmyRolexneverneedsarest.ThegoodqualityofRolexwatchisthereforevividlyreflectedthroughpersonification.6ParodyAparodyis“animitationofthech
19、aracteristicstyleofawriter,orofaliterarywork,designedtoamuseorridicule3.”Parodyiswidelyusedinad-vertisingheadlinesandslogansbyimitatingidioms,proverbs,sayings,songsandsoon.ThefollowingsloganaboutMarsCandyBarisafineexampletypifyingtheemploymentofparodyinadvertisingEnglish:(1)AMarsadaykeepsyouwork,res
20、tandplay.Thestructureofthissentenceanditsendrhymemayeasilyremindreaderstheproverb“Anappleadaykeepsthedoctoraway”,whilethewords“work”and“play”mayalsoelicittheasso-ciationofanotherfamiliarproverb“AllworknoplaymakesJackadullboy”.Thus,thisslogannotonlyimitatestwocommonlyknownproverbsinformbutalsoisinves
21、tedwithassociativemeanings.TheemploymentofsuchaparodyhelpsconveyvividlytoaudiencethemessagethateatingaMarsadaywillmakeyouclever(“notbecomeadullboy”)andhealthy(“keepsthedoctoraway”).(2)Uglyisonlyskin-deep.VolkswagenAutomobileInthisadvertisement,thecopywritersimitateanEnglishproverb“Beautyisonlyskinde
22、ep”bysubstituting“ugly”for“beauty”.ItsunderlinedmeaningistohighlightVolkswagensuniqueper-formanceandcapacitydespiteitsouterappearance.Inthiswaythereadersattentionisattracted.Reference1HughC,Holman.www.51lunwen.orgAHandbooktoLiteratureM.NewYork:TheOdysseyPress,1972.498.2李鑫华.英语修辞格详论M.上海:上海外语教育出版社,2000
23、.77.3王玉龙.英语修辞与写作M.青岛:青岛出版社,1996.100.本文由无忧论文网论文下载中心独家提供资源，如有雷同，纯属盗版。欢迎各位光临获取更多有用资料。硕士论文网：英语论文网：http:/www.51lunwen.org会计论文发表网http:/www.ukessay.org教育论文发表网:医学论文发表网第一论文发表网英国论文网http:/www.ukthesis.org留学作业网http:/www.ukassignment.org留学论文网留学生论文网留学论文公司http:/www.ukessay.org毕业论文网核心论文发表网：http:/www.51fabiao.org古玩网http:/www.china-中国元素网http:/www.china-蜂朝网蜂朝商务网蜂朝百科蜂朝教育导航收集一些比较经典的论文下载与发表网站供大家多多交流哦。无忧论文网QQ：357500023发表:15221741752QQ:869156324-