英语广告语中的修辞.ppt

《英语广告语中的修辞.ppt》由会员上传分享，免费在线阅读，更多相关内容在应用文档-天天文库。

1、RhetoricalDevicesInAdvertisingEnglishRhetoricaldevicesarevariationsofliteralorordinaryformofexpressions.Theiruseistomakethethoughtmorestrikingandeffective(更显著、更有效),fortheyhavethepowertovivifyandillustrate（赋予生命力）.Advertisersoftenusevariousrhetoricaldevicestoincrease

2、thereadability(可读性)andappeal（吸引力）ofanadvertisementandtoarouseconsumers’interestofbuyingtheproduct.Simile&Metaphor比喻According to the similarity of twodifferent kinds of things, one is usedtodescribe the other, which canbetter describe or rendercharacteristicsof things

3、 .Featherwater,lightasafeather.（Featherwater牌眼镜的广告）法泽瓦特眼镜轻如羽毛。Similes are used in advertisements to vividlyhighlight the characteristics of the product,thereby to impress the customers.You’dbetteroffundertheUmbrella.（旅游保险公司的广告）你最好在保护伞下。Metaphor is a figure to directl

4、y describe A as B, the relationship between them and theirsimilarities are implicit, so as to explain thingsmore vividly and more profoundly.Antithesis对偶Antithesisisacounter-proposition（相对的命题）anddenotes（表示）adirectcontrasttotheoriginalproposition.1.TheWinterSportsCarH

5、otWhenIt'sCold.（赛车广告）在冬天赛车仍然热卖。“hot”与“cold”这对反义词相映成趣，表明冬季赛车销售依然火爆。2.Tide'sIn.Dirt'sOut.（汰渍洗衣粉的广告）干净进来，肮脏出去。“in”和“out”两个反义语，形象地显示出汰渍洗衣粉的去污力。Insettingtheopposite,anindividualbringsoutacontrastinthemeaningbyanobviouscontrastintheexpression.Thisspecialpatterncanattractpe

6、ople’sattentionandeasilykeepitinmind.Personification拟人Inanimate（没有生命的）objectsorabstractions（抽象的）areendowedwith（被赋予）humanqualitiesorarerepresentedaspossessinghumanform.IthandlestheroadaseasilyasithandlesMotherNature.（福特Ford汽车广告）他能很轻松地对付道路。Unlikeme,myRolexneverneedsare

7、st.和我不一样，我的劳力士手表从不需要休息。Thus,theproductcouldhavehumanemotion,andlooksamicable（友好的）toconsumers.Itaddsbeautyandvividnesstodescription.Parallelism排比Parallelismmeansgivingtwoormorepartsofthesentencesasimilarformsoastogivethewholeadefinitepattern.M&M’smeltinyourmouth,notin

8、yourhands.只溶在口，不溶在手（玛氏巧克力以干净方便闻名）。TheCORDIA,shapedbythewind,bornfortheroad.CORDIA汽车，流线型设计，天生适于道路行驶。It’sabalanceoftwoormoresimilarwo