On the Use of Rhetoric in English Advertisement论修辞在英语广告中的应用.docx

On the Use of Rhetoric in English Advertisement论修辞在英语广告中的应用.docx

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OntheUseofRhetoricinEnglishAdvertisement论修辞在英语广告中的应用

OntheUseofRhetoricinEnglishAdvertisement

论修辞在英语广告中的应用

Abstract

Advertisementisapopularculturalphenomenoninpeople’sdailylife.Itnotonlyprovidestheinformationaboutproductsandstimulatesthepurchasingpower,butalsoenrichespeople’sideologicallife.

Rhetoricisonekindofimportantexpressivedeviceinlanguage.Itreferstointerpretingabstractandcomplexideasorprocessesthroughsimpleandconcretemethods.Sincerhetoricisfullofimagination,itcanpromotethetransmissionandcommunicationofemotionsandideas.

Rhetoricexistsinwritingswithvariousstyles,especially,inadvertisements.RhetoricplaysaveryimportantroleinEnglishadvertisement,actingasakeyelementforthesuccessofanadvertisement.Thethesis,basedontherespectivestudiesofthedefinitionofadvertisementandrhetoric,makesacarefulanalysisoftheuseofmainrhetoricaldevicesinEnglishadvertisement,includingsimile,metaphor,pun,personification,parallelismandrhyme,targetingatpromotingthefurtherdevelopmentofadvertisement.

KeyWords

Englishadvertisements;rhetoric;function

摘　要

广告是人们日常生活中最常见的一种文化现象，不仅提供产品信息，刺激购买力，而且丰富人们的精神生活。

修辞是一种重要的语言表达手段，是用简单具体且充满想象的方法将抽象复杂的思想或进程阐释出来，能够促进情感的传递和思想的表达。

修辞存在于各种文体之中，尤其在英语广告中起着极为重要的作用，是影响英语广告成败的关键。

论文从分析广告及修辞的定义和功能出发，认真研究了主要修辞手段在英语广告中的作用，包括明喻、暗喻、双关、拟人、平行和押韵等修辞手段，旨在推进广告的进一步发展和提高。

关键词英语广告;修辞;功能

Introduction

Nowadays,concerningwithadvertisement,differentpeoplehavedifferentopinions.Formostofthepeople,thedistinctfeatureofadvertisementisthatadvertisementisacombinationofcontentandstyle.Thatistosay,agoodadvertisementnotonlyhasattractionincontent,butalsohascharminstyle.Obviously,thedeterminativefactorofagoodorabadadvertisementiswhethertheuseofrhetoricisappropriateornot.Itcanbefoundthattheuseofrhetoricplaysaveryimportantroleinadvertisement.Withouttheuseofrhetoric,absolutely,thereisnogoodadvertisement.Therefore,itisnecessarytomakeananalysisandstudyonthissubject.

ThewholethesisisconcernedabouttheuseofrhetoricinEnglishadvertisement,andthethesisisdividedintothreeparts.Thefirstparttalksaboutthedefinitionandfunctionofadvertisement.Thesecondpartillustratesthedefinitionandfunctionofrhetoric.ThethirdpartmakesacarefullystudyontheuseofmainrhetoricaldevicesinEnglishadvertisement,suchas,simile,metaphor,pun,personification,parallelismandrhyme.

I.Advertisement

Asforadvertisementandproducts,somepeoplebelievethesuccessfulsellingofproductscannotbeseparatedfromadvertisement.Advertisementkeepspeopleinformativeaboutthepriceandfunctionofproducts;what’smore,advertisementcanhelptoimproveproducts’brandawarenessanditsreputation.

A.TheDefinitionofAdvertisement

“Advertisementisthenon—personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.”（LiuXiuyu,P3,2002）

Advertisementhastakenmanydifferentkindsofformsfromancienttimes.Atthebeginning,advertisementevolvedtotakeavarietyofformsandtopermeatenearlyeveryaspectofthesociety.Advertisementdevicesincludemanykinds,suchas,bannersatsportingevents,billboards,andInternetWebsites,logosonclothing,magazines,newspapers,radiospots,andtelevisioncommercials.Thepeopleareoverwhelmedbyalotofadvertisements.Itissaidthattheindividualscanexpecttobeexposedtomorethan1,200differentadvertisementmessageseachday.Therefore,advertisementsarepopularinpeople’sdailylife.

B.TheFunctionofAdvertisement

Englishadvertisementscanencouragecompetition,guideconsumption,promotesales,andtransmitinformation.Forinstance,advertisementtellsaconsumertheinformationaboutaspecificproduct,brandorserviceandhelpshimorhertounderstandandevaluatetheinformation.Moreover,bymakingpeopleawareofproducts,servicesandideas,advertisementpromotessalesandprofits.Advertisementisoneofthemajorforcesthatcanhelpimprovethestandardofliving.

Thepeople,nomatterinurbanorruralareas,areoverwhelmedbyalotofadvertisements.Advertisementmakespeople’senvironmentsmorecolorfulandvigorous.Meanwhile,itcanalsoenrichpeople'sculturallifeandtransmitinformationwhichcontributestosocialandculturalprosperity.

II.Rhetoric

Rhetoriccanbefoundinanyformsofwriting—poetry,prose,drama,fictionalandnon-fictionalwriting,advertisement.Theunderstandingaboutthedefinitionandfunctionofrhetoricishelpfulfortheuseofrhetoricaldevices.

A.TheDefinitionofRhetoric

AristotlewasoneofthemostfamousthinkersandoratorsinGreek.Inhisfamousbook,Rhetoric,rhetoricwasde