英语论文The Rhetorical Art of English Commercial Advertisements in LanguageWord文档下载推荐.docx

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