English Rhetoric in CocaWord文档格式.docx

English Rhetoric in CocaWord文档格式.docx

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FortheDegreeofBachelorofArts

UndertheSupervisionofMaoHuijie

April2013

ACKNOWLEDGMENTS

TherearemanypeopletowhomIowemythanksfortheircontributiontothedevelopmentofthisthesis.IamdeeplyindebtedtoMissMao,mysupervisor,whohastakentimeoutofaverybusyweekendtoreadmydraftsmeticulouslyandgivenmeincisivecommentsonthem,whichisessentialtothecompletionofthethesis.Whithoutherhelp,thethesiscouldneverhavereacheditspresentform.

IamalsoextremelygratefultomyteachersatDepartmentofEnglish:

ProfessorSunHuaxiang,InstructorGuoYi,InstructorFangPing,AssociateProfessorZhangJianping,AssociateProfessorSunHongmei,InstuctorLanHaiyingetc,whohavegivenmevaluableadvice.

Ialsogivemyheartythankstoallmyroommatesandclassmateswhoofferedmegeneroushelpandusefulsuggestionsintheprocessofwritingthisthesis.

Finally,Iwouldliketoexpressmyappreciationtoallthewriterswhoseworksarereferredtointhisthesis.

摘要

在商品经济迅猛发展的今天,广告商纷纷开始设计出令人耳目一新的广告来吸引消费者。

好的广告是品牌的眼睛，对于人们理解品牌的文化内涵，建立对品牌的信赖与忠诚具有重要意义。

本文研究可口可乐广告中的英语修辞及其双赢商业价值。

首先，本文试图从广告语和修辞的定义角度出发，明确研究对象；

其次，从词汇、语法、修辞三个角度来研究广告英语文体的特点；

再次，从修辞角度出发，以可口可乐广告语中各种修辞手法的运用为例，研究修辞在广告设计中的作用及其特点；

最后，研究广告语带来的商业价值，从“双赢”效果和带来的社会效应等方面进行分析,通过对可口可乐广告中各种修辞的运用进行分析研究，总结提炼增强广告语魅力的技巧，使商业广告能在实际宣传过程中既最大可能的激发消费者的购买欲望，给消费者带来身心的愉悦和心理满足感，又为商品生产者赚取最大商业利润，从而实现生产者与消费者“双赢”。

关键词：

广告语；

修辞；

商业价值；

双赢

ABSTRACT

Nowadays,withthecommercialeconomydevelopingrapidly,advertisersdesignedadvertisementswhichmadepeoplefeelnewandrefreshedtoattractcustomers.Goodadvertisemetsareeyesofthebrand,whichissignificantforpeopletounderstandtheculturalconnotationandbuildtrustofandloyaltytothebrand.ThisthesistrytostudyEnglishrhetoricinCoca-Colacompany’sadvertisementsanditswin-wincommercialvalue.First,fromtheperspectiveofthedefinitionofsloganandrhetoric,itidentifiestheresearchobject.Second,itstudiesthecharacteristicsofadvertisementEnglishinthreeaspects:

word,syntaxandrhetoric.Third,fromtheperspectiveofrhetoric,usingtheslogansofCoca-ColaCompanyasanexample,itresearchesthefunctionandcharacterasticsofrhetoricinadvertisingdesign.Finally,itstudiesthecommercialvaluethesloganbroughtin,analyzesthewin-wineffectandtheinflunceonthesociety.ThroughthestudyoftherhetoricinCoca-ColaCompany’sslogans,thethesissumsupandextractstheskillsofimprovingtheglamourofslogans,tomakecommercialadvertisementsnotonlyinspirethecustomers’desiretobuy,bringthemmentalandphysicaljoyandfulfillment,butalsobringtheproducershugecommercialprofits,soastorealizewin-wineffectforboththeproducersandcustomers.

Keywords:

slogan,rhetoric,commercialvalue,win-win

CONTENTS

0.Introduction………………………………………………………………………..1

1.Thedefinitionofsloganandrhetoric.....................................................................1

1.1Thedefinitionofslogan…………………………………………………………...2

1.2Thedefinitionofrhetoric………………………………………………………….2

2.ThecharacteristicsofadvertisementEnglish……………………………………3

2.1Thecharacteristicsoftheword……………………………………………………3

2.2Thecharacteristicsofsyntax………………………………………………………4

2.3Thecharacteristicsofrhetoric……………………………………………………..5

3.TherelevationofCoca-ColaCompany’sAdvertisements………………………5

3.1Coca-Cola—Theimmoritalbrandaccumulatedforonehundredyears…………..6

3.1.1Thedesignofbrandidentity…………………………………………………6

3.1.2Brandpositioninginslogans…………………………………………….......6

3.2RhetoricinCoca-ColaCompany’sslogan………………………………………...7

3.3ThecharacteristicsofCoca-ColaCompany’sslogan…………………………….10

3.3.1Concisestatement,refinedword…………………………………………...10

3.3.2Sufficientcombinationoflanguageandculture……………………………10

4.Thewin-wincommercialvalueinCoca-ColaCompany’sslogan……………..10

4.1Customers’acceptanceofitsslogans…………………………………………….11

4.2Producerstoachievethelargestprofitandbuildbrandimage…………………...11

5.Conclusion………………………………………………………………………...12

6.WorksCited………………………………………………………………………13

0.Introduction

Withtheappearanceofgoods,advertisementisthebridgetocombinecustomersandgoodsasacommunicationactivity.Customersrememberabrandalwaysbeginingwithacreativeslogan.Excellentadvertisementsloganscan’tleavewithvarykindsofrhetoric.Usingproperrhetoriccanexpressdifferentartisticconception,inspirepeople’simaginationandphysicalresonance.Coca-ColaCompanyisthebiggestdrinkcompanyintheworld,usingexcellentadvertismentstopropagandaplayedanimportantroleinitsdevelopment.Theadvertisersusedallkindsofrhetorictocreateagreatartisticeffect,theseadvertisementsattractedthecustomersgreatintrest,sotheadvertisersachivedthepurposeofpromotingtheirdrinks.Thusitcanbeseenthatadvertisementshaveahugeinflunceonpeople’slife.Therefore,throughresearchingtheuseofrhetorictocreateattractiveslogans,makingthemaffectcustomers’desiretoconsume,workingouthugecommercialprofitisthesubjectthatadvertisersshouldtostudy.Thepresentworkisaninvestigationofresearchingthefunctionandcharacterasticsofrhetoricinadvertisingdesignfromtheperspectiveofrhetoric,takingtheslogansofCoca-ColaCompanyasanexample.Thisthesisconsistsoffiveparts.Chapteronedealswiththedefinitionofsloganandrhetoric.ChaptertwoisananalysisofcharacteristicsofadvertisementEnglish.InChapterthree,threequestionsarediscussed,studytheCoca-ColaCompanyindetail.Chapterfourdealswiththewin-wincommercialvalueofCoca-colaCompany’sslogans,fromtheperspectivebothcustomersandproducers.Chapterfivegivesanconclusionofthewholethesis.

1.Thedefinitionofsloganandrhetoric

Nowadays,theproductspromotioncan’tleavethepropagandaofadvertisements.Slogansplayanimportantroleinadvertisements.Usingrhetoricinslogansmakesthemgorgeousandcolorful.Thenwhatareslogans?

What’sthedefinitionofrhetoric?

1.1Thedefinitionofslogan

Sloganhasbothbroadmeaningandnarrowmeaning.Thebroadmeaningreferstoakindofadvertisingdictionwhichintroducegoods,culture,entertainmenttothepublicthroughcommunicatingmedia.Theslogancanbedividedintotwoparts:

oneisadvertisementtitle,theotherisadvertisementbody.Sloganmustcombinewiththesocialgroupsandneveroutofthereality.Italsoshouldhighlightthecorporateculturewhichthecompanyaccumulatedforalongtimeandgraspthemarketingtrend.Theadvertisinglanguageisnotonlyacommerciallanguage,butalsoanartisticallanguagewhichincludeliterature,aestheticandpsychologyandsoon,soitisalsocalled“loadedartisiclanguage”.Advisersuseslogantoconveyproductioninformation,setupproductionimageandinspireconsumptiondesire.Fromtheperspectiveofpragmatics,advertisingisapragmaticact.Thepurposeistopersuadecustomerstoaccepttheirproductsandservice,thisisapersuasivespeechact.Advertisementslogansisn’tsimplychangebetweenlanguagesymbols,butacomprehensivecross-culturalcommunicationactivity.Thiscanbringashockintraditionalcustom,beliefetc.tothecountrieswhichtheirproductspouredin,andaffectthemarketshareandsalesofgoods.

1.2Thedefinitionofrhetoric

“Retoricisaprocessofwhenusinglanguage,choosinglanguageelaboratlyaccordingtothepurpose,makingeveryeffortstopromisethearticlemorecorrect,morewonderful.”（Chen31）.Rhetoricmeansaccordingtothelanguageenvironmentandexpressioncontent,useallkindsoflanguagematerialsandtechniqueofexpressiontogainanidealexpressioneffectinaperfectlanguageform.Rhetoricisartisticlanguage.ThefamousliguistChenWangdao,dividedrhetoricintotwopartsinhisworkTheOriginofRhetoric.Oneisnegtiverhetotic,itstressesspecificity,liquidityandsteadity;

theotherispositiverhetotic,itemphasisesfigureofspeech.（42-57）Fromtheperspectiveofpronunciation,negtiverhetotichasnatualtwo-syllablepronunciationandharmonousrhyme,itusuallyuseinvertedsentence,ellipticalsentenceasitssentencestructure.Positiverhetoricincludeantithesis,pun,paradox,simile,exaggerationandanadiplosisetc.

2.ThecharacteristicsofadvertisementEnglish

Advertisementsmusthavesellingpowertoinspirecustomers’desiretobuy;

theymusthavememoryvaluetoimpressthereaders.Therefore,Englishadvertisementsmustbeattractivewithattentionvalueandreadability.ThecharacterasticsofEnglishadvertisementsarecloselyrelatedtotheabovefeatures.（Qin52）Englishadvertisementsgenerallyconsistsoftwoparts:

displayadvertisingandclassifiedadvertising.Theformerregardsprofitaspurpose,suchascommercialadvertisement;

thelatterisnon-profit,suchasrentaladvertisement.Alloftheseadvertisementshavethesamecharacterastics:

creativeword,simplesentencestructure,variousrhetoric.

2.1Thecharacteristicsoftheword

Thewordsinadvertisementslogansusuallybeshort.Theyaresimplewordswhichpeoplearefamiliaredwith.Besidethis,wordsinsloganshavemanyothercharacteristics.

2.1.1Newwords

Tomaketheadvertisementsloganmoreactive,adviserscreatesomenewwords,suchasanfruitdrinkadvertisementslogan:

CometoourFruice.（Fruice=FruitJuice）

2.1.2Theuseofcommendatoryadjectives

InEnglishadvertisementslogans,advisersusuallyusecommendatoryadjectivestomakeawonderfuldescriptio