论英语广告中的修辞手法Word格式.docx
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论英语广告中的修辞手法Word格式.docx
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【关键词】英语广告;
修辞;
功能
【指导老师】鲁晓权
【专业】英语
【正文】
I.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.
II.TheDefinitionandFunctionofAdvertisement
Asforadvertisementandproducts,somepeoplebelievethesuccessfulsellingofproductscannotbeseparatedfromadvertisement.Advertisementkeepspeopleinformativeaboutthepriceandfunctionofproducts;
what’smore,advertisementcanhelptoimproveproducts’brandawarenessanditsreputation.
A.TheDefinitionofAdvertisement
“Advertisementisthenon—personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia”1.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.
III.TheDefinitionandFunctionofRhetoric
Rhetoriccanbefoundinanyformsofwriting—poetry,prose,drama,fictionalandnon-fictionalwriting,advertisement.Theunderstandingaboutthedefinitionandfunctionofrhetoricishelpfulfortheuseofrhetoricaldevices.
A.TheDefinitionofRhetoric
AristotlewasoneofthemostfamousthinkersandoratorsinGreek.Inhisfamousbook,Rhetoric,rhetoricwasdefinedastheartofpersuasion.whereas,JohnLocke,thenotedEnglishphilosopherofthelatterpartofthe17thcentury,saidthat
“rhetoricwasthescienceoforatory,theartofspeakingwithelegance,andforce-e”.2
Inpresentday,themeaningofrhetorichasbeenextended.Rhetoricassumesthefollowingcharacteristics,thatis,theelaboratedandexaggeratedlanguage,theartofusinglanguageeffectivelyandpersuasively,theskillsofusinglanguageeffectively,thestructureofverbalcommunication.
B.TheFunctionofRhetoric
Rhetoricaldevicesarevariationsofliteralorordinaryformsofexpressions.Theirfunctionistomakethethoughtmorestrikingandeffective.Afreshandsuitablerhetoricaldeviceappealstotheimagination,createsmentalpicturesandmakesthespeechorwritingvivid,impressiveandinteresting.
Rhetoricaldevicescanmakelanguagemorevividbyusingthesimplewordstoexpresscomplexmeanings.Bytheuseofrhetoric,evenabstractideascanbecomeconcrete.Rhetoriccanmakethemodifiedsubjectsmoreprominent,distinctive,andspecific.Bytheuseofrhetoric,thelanguagecangivepeoplemorespacetoimagine.Whereas,withouttheuseofrhetoric,thelanguageisboringandthereisnovigorinthelanguage.Forexample:
Lightasa
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- 英语 广告 中的 修辞手法