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1、FiguresofSpeechinAdvertisingEnglish广告英语中的修辞格AbstractNowadays,weareendlesslybombardedwithallkindsofadvertisementsthroughvariousmediasuchasmagazine,newspaper,TV,radio,posterandinternet,etc.Advertisementsplaymoreandmoreimportantrole,especiallyinimportandexportbusiness.
2、Advertisementtakesanimportantpartinmodernlife,withitsspecialmagicpower,promptingsocialandeconomicdevelopment.AdvertisingEnglishismainlycharacterizedbyitsoriginality,flexibilityoflanguageusageandthediversityoftheforms.Apartfromthedistinguishingfeaturesatlexicalandsyn
3、tacticlevels,rhetoricalvehicles,asdecorativedevicesoflanguage,arefrequentlyemployedinadvertisingEnglish.Themostfrequentlyusedfiguresofspeechare:personification,simile,pun,parallelismandsoon.Theapplicationofthesefiguresofspeechcanmakeproductsorserviceslively,interest
4、ing,visualized,andlifelike,alsoendowtheadvertisingEnglishwiththebeautyofrhythmandEnglishlanguage.Personificationmakesproductslivelyandlifelike;similemakeproductsbrilliantontheirfeatures;parallelismmakeslanguagetonemorestrong.Figuresofspeechcanbringadvertisingagoodef
5、fectandmakereadersimpressiveonbothproductsandlanguageifit'susedproperly.Thepragmaticapplicationoffiguresofspeechinadvertisingisafrequentlyusedstrategy.Fromafairlywiderangeoftypicaladvertisementdata,wehavemadeanattempttoanalyzethedeliberateapplicationofseveralfigures
6、ofspeechincommon.KeyWords:Figuresofspeech;Advertising;Application摘要当今，广告以多种媒体形式如杂志、报纸、电视、广播、海报、因特网等多种形式出现在我们日常生活中。尤其在商品进出口中，广告充当着越来越重要的角色。广告作为现代生活的重要组成部分有着独特魅力，它对社会经济的发展起着推动作用。广告英语的独特性在于其新颖、灵活的语言及其形式的多样化，除了在词汇和句法方面别具一格外，修辞手法也被广泛地运用来润色广告语言。广告英语中频繁使用的修辞手法有：拟人、比喻、双关、排比
7、等。这些修辞格的运用能使英语广告中的产品或服务生动有趣、形象传神，同时赋予广告语言美、音律美。例如：拟人使产品形象生动；比喻使产品特点鲜明；排比使语言增强语势。不管是对产品还是对语言本身，修辞格在广告英语中合理运用都能给广告带来良好的效果，继而给读者留下深刻印象。修辞格的应用是广告英语中的一种常用策略，本文选取一些有代表性的广告案例，在此基础上着重分析了几种常见修辞格的应用及其产生的广告效果。关键词：修辞格;广告英语;应用TableofContents1Introduction11.1AbouttheAdvertisingEn
8、glish11.2AbouttheFiguresofSpeech11.3TheMotivationoftheStudy12TheApplicationofFiguresofSpeechinAdvertisingEnglish32.1Simile32.2Metaphor42.3
