The application of the figure of speech in advertisement English.docx
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The application of the figure of speech in advertisement English.docx
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TheapplicationofthefigureofspeechinadvertisementEnglish
Contents
Abstract ................................................................I
KeyWords ...............................................................I
Introduction ............................................................1
I. Advertisement........................................................2
A.TheDefinitionofAdvertisement ......................................2
B.TheFunctionofAdvertisement ........................................3
II. Rhetoric ...........................................................3
A.TheDefinitionofRhetoric ...........................................3
B.TheFunctionofRhetoric .............................................4
III. AnAnalysisofRhetoricinEnglishAdvertisement.................. 4
A.Simile............................................................... 4
B.Metaphor .............................................................5
C.Pun ..................................................................6
D.Personification...................................................... 8
E.Parallelism ..........................................................10
F.Rhyme ................................................................10
GParody-------------------------------------------------12
Hconstant------------------------------------------------13
IRepetion--------------------------------------------------14
Conclusion...............................................................15
Acknowledgements........................................................ 16
Bibliography............................................................ 16
TheapplicationofthefigureofspeechinadvertisementEnglish
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;simile;metaphor;pun;personification;
.Parallelism;Rhyme;
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.
1,Advertisement
Nowadays,advertisementhasinfiltratedintoeverypartoffieldinourlife.Itisnotonlyakindofscience,butalsoakindofart.Advertisementcanhelpproductssellingmoresuccessfully..Advertisementkeepspeopleinformativeaboutthepriceandfunctionofproducts;what’smore,advertisementcanhelptoimproveproducts’brandawarenessanditsreputation.
(1)ThedefinitionofAdvertisement.
Theword“advertisement”becamepopularsincethe17thcenturywhentheBritishbegantotakelargescalecommoditiesactivities,anditsprimarymeaningis“commercialnotices”.Advertisementhastakenmanydifferentkindsofformsfromancienttimes.Atthebeginning,advertisementevolvedtotakeavarietyofformsandtopermeatenearlyeveryaspectofthesociety
Advertisementdevicesincludemanykinds,suchas,bannersatsportingevents,billboards,andInternetWebsites,logosonclothing,magazines,newspapers,radiospots,andtelevisioncommercials.Thepeopleareoverwhelmedbyalotofadvertisements.Itissaidthattheindividualscanexpecttobeexposedtomorethan1,200differentadvertisementmessageseachday.Therefore,advertisementsarepopularinpeople’sdailylife.
(2).TheFunctionofAdvertisement
Advertisementwasusedtopropagandizethecharacteristicofproducts,diffusetheinformationofproductsordescribethefeelingafterusingtheproducts.Forinstance,advertisementtellsaconsumertheinformationaboutaspecificproduct,brandorserviceandhelpshimorhertounderstandandevaluatetheinformation. Moreover,bymakingpeopleawareofproducts,servicesandideas,advertisementpromotessalesandprofits.Advertisementisoneofthemajorforcesthatcanhelpimprovingthestandardofliving.
Thepeople,nomatterinurbanorruralareas,areoverwhelmedbyalotofadvertisements.Advertisementmakespeople’senvironmentsmorecolorfulandvigorous.Meanwhile,itcanalsoenrichpeople'sculturallifeandtransmitinformationwhichcontributestosocialandculturalprosperity.
2.Rhetoric
Rhetoriccanbefoundinanyformsofwriting—poetry,prose,drama,fictionalandnon-fictionalwriting,advertisement.Theunderstandingaboutthedefinitionandfunctionofrhetoricishelpfulfortheuseofrhetoricaldevices.
(1).TheDefinitionofRhetoric
AristotlewasoneofthemostfamousthinkersandoratorsinGreek.Inhisfamousbook,Rhetoric,rhetoricwasdefinedas“theartofpersuasion”.(TangYin,P1,2004)Whereas,JohnLocke,thenotedEnglishphilosopherofthelatterpartofthe17thcentury,saidthat“rhetoricwasthescienceoforatory,theartofspeakingwithelegance,andforce”.(TangYin,P1,2004)
Inpresentday,themeaningofrhetorichasbeenextended.Rhetoricassumesthefollowingcharacteristics,thatis,theelaboratedandexaggeratedlanguage,theartofusinglanguageeffectivelyandpersuasively,theskillsofusinglanguageeffectively,thestructureofverbalcommunication.
(2).TheFunctionofRhetoric
Rhetoricaldevicesarevariationsofliteralorordinaryformsofexpressions.Theirfunctionistomakethethoughtmorestrikingandeffective.Afreshandsuitablerhetoricaldeviceappealstotheimagination,createsmentalpicturesandmakesthespeechorwritingvivid,impressiveandinteresting.
Rhetoricaldevicescanmakelanguagemorevividbyusingthesimplewordstoexpresscomplexmeanings.Bytheuseofrhetoric,evenabstractideascanbecomeconcrete.Rhetoriccanmakethemodifiedsubjectsmoreprominent,distinctive,andspecific.Bytheuseofrhetoric,thelanguagecangivepeoplemorespacetoimagine.Whereas,withouttheuseofrhetoric,thelanguageisboringandthereisnovigorinthelanguage.
Forexample:
Lightasabreeze,softasacloud.
Inthesentence,thewriterusedakindofrhetoricaldevices—simile.Simileisafigureofspeechinwhichtwoessentiallyunlikesubjectsarecompared.Simileoftensignalsitselfby“like”or“as”.Byusingsimile,ithelpsthewritertobettercommunicatewithhisreaders.Itiseasyforthereaderstounderstandandrememberthesentence.
3.AnAnalysisofRhetoricinEnglishAdvertisement
Manykindofrhetoricaldevicesarefrequentlyusedinadvertisements,soitisnecessarytostudythemonebyonebygivingdefinitionsandexplaining.AllofexamplesbelowareselectedfromEnglishadvertisementinourdailylife.
A.Simile
ProfessorWinfield Goonghassaid“A simile is an expressed likeness”.Thissentenceexplainsthecharacteristicofsimile;SimileisthemostcommonandeasiestrhetoricaldeviceinEnglish.Itcomparestwokindsofdifferentthings,butwecanfindthesimilarcharacteristicbetweenthem.theNoumenonandVehiclesareconnectedby“as”,”like”,”seem”or“asif”.Thefunctionofsimileistomakethelanguagemorelively,naturalandvivid.let”sseesomeexamples
.
(1)Lightasabreeze.Softasacloud.------anad.Forclothes
Withthedevelopmentofeconomy,peoplebegintopaymuchattentiontothelifequality.Forclothes,theydemandnotonlywarmth,durabilityandsomeprimaryrequirements,butalsobeauty,softness,lightnessandpracticality.Cateringforthiskindofneed,simileisusedinadvertisement.Itcanbringpeopleintothebeautifulimaginationofromanceandeleganceaboutcommodities,andattractpeopletobuytheproduct.
(2) Featherwater:
light as a feather._____-anad.Forglasses
Thisisanadvertisementforglasses.Asweknow,theglassesshouldbewornonone’snose,soitisimportanttomaketheglasseslighter.Simileusedinthisadvertisementtellsconsumersthattheglassesarelightasafeather,sothattheconsumerscanimaginehowcomfortabletheyweartheglasses.
(3)Coolasamountainstream...coolfreshConsulate.---------anad.Forcigarette
Thisadvertisem
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