英语广告语中的修辞.ppt

Rhetorical Devices In Advertising English Rhetorical devices are variations of literal or ordinary form of expressions. Their use is to make the thought more striking and effective(更显著、更有效), for they have the power to vivify and illustrate（赋予生命力）. Advertisers often use various rhetorical devices to increase the readability(可读性) and appeal（吸引力） of an advertisement and to arouse consumers’ interest of buying the product. Simile Metaphor 比喻 According?to?the?similarity?of?two? different?kinds?of?things,?one?is?used? to describe?the?other,?which?can better?describe? or?render characteristics? of?things?. Featherwater, light as a feather. （Featherwater牌眼镜的广告）法泽瓦特眼镜轻如羽毛。 Similes?are?used?in?advertisements?to?vividly ?highlight?the?characteristics?of?the?product,? thereby?to? impress?the?customers. You’d better off under the Umbrella. （旅游保险公司的广告）你最好在保护伞下。 Metaphor?is?a?figure?to?directly?describe?A?as?B,?the?relationship?between?them?and?their? similarities?are?implicit,?so?as?to?explain?things? more?vividly?and?more?profoundly.? Antithesis 对偶 Antithesis is a counter-proposition （相对的命题）and denotes（表示） a direct contrast to the original proposition. 1. The Winter Sports Car Hot When Its Cold. （赛车广告）在冬天赛车仍然热卖。 “hot”与“cold”这对反义词相映成趣，表明冬季赛车销售依然火爆。 2. Tides In. Dirts Out. （汰渍洗衣粉的广告）干净进来，肮脏出去。 “in”和“out”两个反义语，形象地显示出汰渍洗衣粉的去污力。 In setting the opposite, an individual brings out a contrast in the meaning by an obvious contrast in the expression. This special pattern can attract people’s attention and easily keep it in mind. Personification 拟人 Inanimate（没有生命的） objects or abstractions（抽象的） are endowed with（被赋予） human qualities or are represented as possessing human form. It handles the road as easily as it handles Mother Nature. （福特Ford汽车广告）他能很轻松地对付道路。 Unlike me, my Rolex never needs a rest. 和我不一样，我的劳力士手表从不需要休息。 Thus, the product