英语论文The Rhetorical Art of English Commercial Advertisements in LanguageWord文档下载推荐.docx
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Contents
AbstractinEnglish……………………………………………………………………3
AbstractinChinese……………………………………………………………………3
1.Introduction…………………………………………………………………………4
2.basicknowledgeofadvertisements…………………………………………………4
2.1classificationofadvertisements……………………………………………………5
2.2Objectivesofcommercialadvertisements…………………………………………5
2.2.1Attractattention…………………………………………………………………5
2.2.2Arouseinterests…………………………………………………………………6
2.2.3Getaction…………………………………………………………………………6
2.3GeneralFeaturesofEnglishCommercials………………………………………7
2.3.1Briefness……………………………………………………………………………7
2.3.2Affability…………………………………………………………………………8
2.3.3Creativity…………………………………………………………………………8
2.3.4Daintiness……………………………………………………………………………8
3.GeneralizationofRhetoricArtinCommercialAdvertisement………………………9
3.1What’sRhetoric?
……………………………………………………………………9
3.2FactorsInfluenceRhetoricApplication……………………………………………9
3.3WhyApproachingRhetoricwithCommercialadvertisement……………………10
4.RhetoricDevicesAppliedinCommercials…………………………………………11
4.1LexicalRhetoric……………………………………………………………………11
4.1.1CoinageandAnagrammaticSpelling…………………………………………11
4.1.2BorrowedWords……………………………………………………………12
4.1.3SpokenEnglish………………………………………………………………13
4.1.4verbsandAdjectives…………………………………………………………13
4.2SyntacticalRhetoric……………………………………………………………14
4.2.1SimpleSentence…………………………………………………………14
4.2.2Interrogativesentence……………………………………………………14
4.2.3MinorClause……………………………………………………………15
4.2.4Disjunctive………………………………………………………………15
4.3RhetoricModesEmployedinCommercials……………………………………15
4.3.1Parallel……………………………………………………………………16
4.3.2Contrast……………………………………………………………………17
4.3.3Repetition…………………………………………………………………17
4.3.4Metaphor…………………………………………………………………17
4.3.5Personification……………………………………………………………18
4.3.6Parody……………………………………………………………………18
5.Conclusion…………………………………………………………………………19
Bibliography……………………………………………………………………………20
Acknowledgements………………………………………………………………………21
Abstract
SomeAdvertisementsneedtobepersuasivethroughrhetoricusagesoastoleaveadeepimpressionuponpeople’smindatthefirstsight.Thisarticlemakesatentativeattempttoanalyzethebasicknowledge,generalfeatureofadvertisementandrhetoricdevicesincommercials.Commercialspayspecialattentiontopreciseness,vividnessandconciseness;
thereforeitneedstoapplyrhetoric.Acloseexaminationismadefromthreeaspectsofrhetoricalartincommercialadvertisements:
lexicalrhetoric,syntacticalrhetoricandrhetoricmode.Throughoutthethesis,abundantexamplesaregiventorevealtheuniqueenchantmentofrhetoric.
Keywords:
Englishcommercialadvertisements;
advertisementlanguage;
rhetoricalart
摘要
某些广告需要通过修辞来达到说服的目的以使人们过目不忘。
本文试图从广告的基础知识,商业广告的基本特征及商业广告的修辞艺术三方面进行分析。
广告语言讲究准确、生动、简明,因此特别重视修辞的运用。
本文将商业广告的修辞艺术分词汇修辞、句法修辞及修辞手段三方面展开较为详尽的探讨。
论文以丰富的语料为基础展开论述,充分展现修辞的独特魅力。
关键词:
商业广告英语;
广告语言;
修辞艺术
TheRhetoricalArtofEnglishCommercial
AdvertisementsinLanguage
1.Introduction
Inthisepoch,advertisementhasbeenanindispensablepartoftheeconomicsocietywearenowlivingin.Asacreativeart,advertisementdoesitsbesttolureconsumers,stimulatetheirpurchasedesireandcaptureconsumptionmarket.Advertisementsareelaboratelyplannedinordertoaccomplishbetteradvertisement-effect.Someadvertisementsarevividandpicturesque,someimplicitandreserved,somehumorousandpleasantandotherselegantandgraceful.Therefore,advertisementisacomprehensive,enrichedandmercantileart.
Beingamemberofapplicativelanguage,advertisementEnglishhasformeditsuniquestylewhichdiffersalotfromthecommonEnglishthatbecauseitisneededtoberichinartistry.WhileArtistry,yet,wantsrhetorictogivesitahand.AdvertisementEnglishcanbelabeledasthetreasuryofallkindsofrhetoricmeans.Aswecansee,theprocedureofadvertisementproductionmirrorstheperfectionineverydetail,naturalexpressioncanbefoundineverypieceofadvertisementlanguage,andnoexceptioncanbeseen.Thereisnothingunusualthatadvertisementmakerstrytoseekeverypossibilitytomakegooduseofvariousrhetoricmethods,so,wecansaytheingeniousutilizationofrhetoricjustlikeaddingafishingtouchtoabeautifularticle.
Advertisementlanguageisthesedimentandenrichmentofhumanculture;
excellentadvertisementsalwaysbrimwithingenuityandengrossment.WhenenjoyingsplendidEnglishadvertisements,wemayfeellikeenteringintothemagnificentpalaceculture;
ortakingaleisurelywalkthroughthewindingandquiet“language-path”which