淺析廣告英語中的修辭.doc
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淺析廣告英語中的修辭, analysis to the rhetoric inadvertising english contentsabstractikey wordsi摘要ii關(guān)鍵詞iiintroduction1i. value of advertisements2ii. basic rhetoric tactics...
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淺析廣告英語中的修辭
Analysis to the Rhetoric inAdvertising English
Contents
Abstract I
Key Words I
摘要 II
關(guān)鍵詞 II
Introduction 1
I. Value of Advertisements 2
II. Basic Rhetoric Tactics in Advertising English 3
A. Phonation Rhetoric. 3
1. Rhyme 3
2. Onomatopoeia 5
B. Vocabulary Rhetoric 6
1. Figure of Speech 6
2. Hyperbole 9
3. Pun 9
4. Personification 12
5. Parody 13
6. Irony 14
7. Coinage 14
8. Anticlimax 15
C. Syntax rhetoric 16
1. Parallelism 16
2. Repetition 17
3. Antithesis 18
Ш. The Comprehensively Applying Rhetoric in Advertising English 19
Conclusion 21
Acknowledgements 23
Bibliography 24
Abstract
Nowadays, we are endlessly bombarded with all kinds of advertisements through various media such as magazine, newspaper, TV, radio, poster and internet, etc. Advertisement takes an important part in modern life, with its special magic power, prompting social and economic development. In import and export business, advertisements play more and more important role. The most frequently used rhetoric devices are: personification, figures of speech, pun, parallelism, rhyming and so on. The application of these rhetoric devices can make products or services lively, interesting, visualized, and lifelike, also endow the advertising English with the beauty of rhythm and English language. Personification makes products lively and lifelike; figures of speech make products brilliant on their features; parallelism makes language tone more strong; rhyming makes language finger-popping. Rhetoric devices can bring advertising a good effect and make readers impressive on both products and language if it's used properly.
This paper mainly talks about rhetoric features of advertising English from three aspects: phonation, vocabulary and syntax.
Key Words
Advertising English; rhetoric; phonation; vocabulary; syntax.
摘 要
當(dāng)今，廣告以各種媒體如雜志、報(bào)紙、電視、廣播、海報(bào)、因特網(wǎng)等多種形式不斷地出現(xiàn)在我們?nèi)粘Ｉ钪小V告作為現(xiàn)代生活的重要組成部分，以它的獨(dú)特魅力，對社會(huì)經(jīng)濟(jì)的發(fā)展起著推動(dòng)作用，在商品進(jìn)出口中，充當(dāng)著越來越重要的角色。廣告英語中頻繁使用的修辭手法有：擬人、比喻、雙關(guān)、排比、押韻等。這些修辭手法的運(yùn)用能使英語廣告中的產(chǎn)品或服務(wù)生動(dòng)有趣、形象傳神，同時(shí)賦予廣告語言美、音律美。例擬人使產(chǎn)品形象生動(dòng)；比喻使產(chǎn)品特點(diǎn)鮮明；排比使語言增強(qiáng)語勢；押韻使語言富有節(jié)奏感等。不管是給產(chǎn)品還是給語言本身，修辭手法在廣告英語中合理運(yùn)用都能給廣告帶來良好的效果，繼而給讀者留下深刻印象。
本篇論文主要從音韻、詞義、結(jié)構(gòu)三方面討論分析廣告英語中的修辭特點(diǎn)。
關(guān)鍵詞
廣告英語；修辭；音韻；詞義；結(jié)構(gòu)
Bibliography
[1] Gillian Dyer. Advertising as Communication. Great Britain: The Chaucer Press .1982
[2] Hafer White. Advertising Writing - Putting Creative Strategy to Work. New York: Cambridge University. 1982
[3] Leech, Geoffrey. Advertising in English. London: Longman Press, 1996.
[4] Tanaka, Keiko. The Pun in Advertising: A Pragmatic Approach. Lingua,
1992, (87).
[5] 崔剛.廣告英語. 北京： 北京理工大學(xué)出版社，1992.
[6] 馮翠華.英語修辭格. 北京：商務(wù)銀書館出版，1983.
[7] 馮翠華.英語修辭大全.外語教學(xué)與研究出版社， 2005.
[8] 胡曙中.現(xiàn)代英語修辭學(xué). 上海：上海外語教育出版社， 2004.
[9] 劉明信. 廣告英語中的修辭語言美[J].山東電力高等?？茖W(xué)校學(xué)報(bào).2006,(4)
[10] 倪景亞. 淺析廣告英語中的修辭手法[J].嘉興學(xué)院學(xué)報(bào). 2003, (1)
[11] 歐陽玲瓏. 淺談廣告英語中的修辭格及其特點(diǎn)[J].甘肅科技縱橫.2007,(1)
[12] 時(shí)秀梅.廣告英語修辭手法初探[J]. 雞西大學(xué)學(xué)報(bào)：綜合版. 2006, (2)
字?jǐn)?shù)：38030
Analysis to the Rhetoric inAdvertising English
Contents
Abstract I
Key Words I
摘要 II
關(guān)鍵詞 II
Introduction 1
I. Value of Advertisements 2
II. Basic Rhetoric Tactics in Advertising English 3
A. Phonation Rhetoric. 3
1. Rhyme 3
2. Onomatopoeia 5
B. Vocabulary Rhetoric 6
1. Figure of Speech 6
2. Hyperbole 9
3. Pun 9
4. Personification 12
5. Parody 13
6. Irony 14
7. Coinage 14
8. Anticlimax 15
C. Syntax rhetoric 16
1. Parallelism 16
2. Repetition 17
3. Antithesis 18
Ш. The Comprehensively Applying Rhetoric in Advertising English 19
Conclusion 21
Acknowledgements 23
Bibliography 24
Abstract
Nowadays, we are endlessly bombarded with all kinds of advertisements through various media such as magazine, newspaper, TV, radio, poster and internet, etc. Advertisement takes an important part in modern life, with its special magic power, prompting social and economic development. In import and export business, advertisements play more and more important role. The most frequently used rhetoric devices are: personification, figures of speech, pun, parallelism, rhyming and so on. The application of these rhetoric devices can make products or services lively, interesting, visualized, and lifelike, also endow the advertising English with the beauty of rhythm and English language. Personification makes products lively and lifelike; figures of speech make products brilliant on their features; parallelism makes language tone more strong; rhyming makes language finger-popping. Rhetoric devices can bring advertising a good effect and make readers impressive on both products and language if it's used properly.
This paper mainly talks about rhetoric features of advertising English from three aspects: phonation, vocabulary and syntax.
Key Words
Advertising English; rhetoric; phonation; vocabulary; syntax.
摘 要
當(dāng)今，廣告以各種媒體如雜志、報(bào)紙、電視、廣播、海報(bào)、因特網(wǎng)等多種形式不斷地出現(xiàn)在我們?nèi)粘Ｉ钪小V告作為現(xiàn)代生活的重要組成部分，以它的獨(dú)特魅力，對社會(huì)經(jīng)濟(jì)的發(fā)展起著推動(dòng)作用，在商品進(jìn)出口中，充當(dāng)著越來越重要的角色。廣告英語中頻繁使用的修辭手法有：擬人、比喻、雙關(guān)、排比、押韻等。這些修辭手法的運(yùn)用能使英語廣告中的產(chǎn)品或服務(wù)生動(dòng)有趣、形象傳神，同時(shí)賦予廣告語言美、音律美。例擬人使產(chǎn)品形象生動(dòng)；比喻使產(chǎn)品特點(diǎn)鮮明；排比使語言增強(qiáng)語勢；押韻使語言富有節(jié)奏感等。不管是給產(chǎn)品還是給語言本身，修辭手法在廣告英語中合理運(yùn)用都能給廣告帶來良好的效果，繼而給讀者留下深刻印象。
本篇論文主要從音韻、詞義、結(jié)構(gòu)三方面討論分析廣告英語中的修辭特點(diǎn)。
關(guān)鍵詞
廣告英語；修辭；音韻；詞義；結(jié)構(gòu)
Bibliography
[1] Gillian Dyer. Advertising as Communication. Great Britain: The Chaucer Press .1982
[2] Hafer White. Advertising Writing - Putting Creative Strategy to Work. New York: Cambridge University. 1982
[3] Leech, Geoffrey. Advertising in English. London: Longman Press, 1996.
[4] Tanaka, Keiko. The Pun in Advertising: A Pragmatic Approach. Lingua,
1992, (87).
[5] 崔剛.廣告英語. 北京： 北京理工大學(xué)出版社，1992.
[6] 馮翠華.英語修辭格. 北京：商務(wù)銀書館出版，1983.
[7] 馮翠華.英語修辭大全.外語教學(xué)與研究出版社， 2005.
[8] 胡曙中.現(xiàn)代英語修辭學(xué). 上海：上海外語教育出版社， 2004.
[9] 劉明信. 廣告英語中的修辭語言美[J].山東電力高等?？茖W(xué)校學(xué)報(bào).2006,(4)
[10] 倪景亞. 淺析廣告英語中的修辭手法[J].嘉興學(xué)院學(xué)報(bào). 2003, (1)
[11] 歐陽玲瓏. 淺談廣告英語中的修辭格及其特點(diǎn)[J].甘肅科技縱橫.2007,(1)
[12] 時(shí)秀梅.廣告英語修辭手法初探[J]. 雞西大學(xué)學(xué)報(bào)：綜合版. 2006, (2)
字?jǐn)?shù)：38030
