淺析廣告英語中的修辭

摘　  要

      當今，廣告以各種媒體如雜志、報紙、電視、廣播、海報、因特網(wǎng)等多種形式不斷地出現(xiàn)在我們日常生活中。廣告作為現(xiàn)代生活的重要組成部分，以它的獨特魅力，對社會經(jīng)濟的發(fā)展起著推動作用，在商品進出口中，充當著越來越重要的角色。廣告英語中頻繁使用的修辭手法有：擬人、比喻、雙關、排比、押韻等。這些修辭手法的運用能使英語廣告中的產品或服務生動有趣、形象傳神，同時賦予廣告語言美、音律美。例擬人使產品形象生動；比喻使產品特點鮮明；排比使語言增強語勢；押韻使語言富有節(jié)奏感等。不管是給產品還是給語言本身，修辭手法在廣告英語中合理運用都能給廣告帶來良好的效果，繼而給讀者留下深刻印象。
本篇論文主要從音韻、詞義、結構三方面討論分析廣告英語中的修辭特點。

關鍵詞
廣告英語；修辭；音韻；詞義；結構

Abstract

       Nowadays, we are endlessly bombarded with all kinds of advertisements through various media such as magazine, newspaper, TV, radio, poster and internet, etc. Advertisement takes an important part in modern life, with its special magic power, prompting social and economic development. In import and export business, advertisements play more and more important role. The most frequently used rhetoric devices are: personification, figures of speech, pun, parallelism, rhyming and so on. The application of these rhetoric devices can make products or services lively, interesting, visualized, and lifelike, also endow the advertising English with the beauty of rhythm and English language. Personification makes products lively and lifelike; figures of speech make products brilliant on their features; parallelism makes language tone more strong; rhyming makes language finger-popping. Rhetoric devices can bring advertising a good effect and make readers impressive on both products and language if it's used properly.
This paper mainly talks about rhetoric features of advertising English from three aspects: phonation, vocabulary and syntax.

Key Words

Advertising English; rhetoric; phonation; vocabulary; syntax.

Contents

Abstract I
Key Words I
摘要 II
關鍵詞 II
Introduction 1
I. Value of Advertisements 2
II. Basic Rhetoric Tactics in Advertising English 3
A. Phonation Rhetoric. 3
1. Rhyme 3
2. Onomatopoeia 5
B. Vocabulary Rhetoric 6
1. Figure of Speech 6
2. Hyperbole 9
3. Pun 9
4. Personification 12
5. Parody 13
6. Irony 14
7. Coinage 14
8. Anticlimax 15
C. Syntax rhetoric 16
1. Parallelism 16
2. Repetition 17
3. Antithesis 18
Ш. The Comprehensively Applying Rhetoric in Advertising English 19
Conclusion 21
Acknowledgements 23
Bibliography 24