英语广告语言修辞特点.docVIP

英语广告语言修辞特点 2008年l2月第4期教学与科技33 RhetoricalFeaturesinAdvertisingEnglish LiuXi (CAEPInstituteofTechnology,MianyangSichuan,621900) AbstractThispaperpresentsananalyticalstudyoftherhetoricalfeaturesofEnglishadvertisements, includingsimile,mempho~pun,l~rsonification,parallelism,hyperbole,metonymy,andrhetoricalquestion. Beingfamiliarwithcommonrhetoricalfeaturesandskillshelpstoread,understandandeventranslateEnglish advertisement Keywordsadvertising;discourse;rhetoricalfeatures; 1AnIntroductiontoAdvertising Weliveinaworldofadvertising.Aspotentialconsumers,weareendlesslybombarded withallkindsofproductorserviceinformationfromvariousmedia,includingnewspaper, magazine,television,radio,poster,Internet,etc.Advertisingprovidesavaluableserviceto societyauditmembers,becauseitdefinesforconsumersthemeaningandtheroleofproducts, services,andinstitutions.Itindicatesthedifferencethatexistsbetweenbrandsofproductsand alternativeservices,aswellasthedistinguishingcharacteristicsofcompaniesandinstitutions. Advertisingalsotellstheconsumerwhataspecificproduct,brandorserviceshoulddowhenit isusedandthushelpshimorhertounderstandandevaluateexperiencewiththeproductsand servicesthatheorsheuses.Ontheotherhand,bymakingpeopleawareofproducts,serviceand ideas,advertisingpromotessalesandprofits.Finally,advertisingbecomesoneofthemajor forcesthatarehelpingimprovethestandardoflivingaroundtheworld.Combinedwithallthese communicational,marketingandsocialfunctions,advertisingbecomesindispensableinthe moderaworld. 1.1Defmition AmericanMarketingAssociation(AMA)definesadvertisingasthenon-personal communicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts, servicesorideasbyidentifiedsponsorsthroughthevariousmedia.Today,withthe developmentofthetechnologyandthediversityofthemassmedia,advertisinghasinfluenced USpervasivelyinourdailylife.However,whatevertheprimitivestrategiesadvertisingtakes, languageisthemaincarrierofmessageallalong,asTheLanguageofAdvertising,by Vestergaardamp;Schroder,says,Advertisin