探讨广告语言设计中的修辞方式.doc

探讨广告语言设计中的修辞方式 Analysis of necessity, advertising language design of the integrated application of various rhetoric 除了产品本身独特的卖点(UniqueSellingProposi-tion)之外，巧妙的广告语言无疑是吸引潜在顾客的最有效手段，因为在很多场合，潜在顾客首先是通过接触广告而了解产品的。巧妙的语言在很多情况下是通过修辞来体现的，广告语言中恰当地运用修辞就显得必不可少了。在实践中，谐音、夸张、对仗、双关等等在广告宣传中的使用比比皆是。多种修辞手法的综合运用比单一地使用某种修辞又显得技高一筹，更能从美国广告学家科利(R·Colley)所划分的商业广告传播四个阶段——认知(Awareness)、理解(comprehension)、信服(Con-viction)和行动(Action)，即：ACCA，来打动潜在顾客。科利对广告传播阶段的划分比传统的AIDA(Atten—tion—Interest—Desire—Action)原则更能体现从广告受众(潜在顾客)的角度来感知和理解广告的价值，突出广告的功能和作用。如果多种修辞手法的综合运用在上述四个阶段分别起到很好的作用，就能使广告给潜在顾客留下非常深刻的印象。 In addition to the product itself unique selling points ( UniqueSellingProposi-tion ), clever advertising language is undoubtedly the most effective means to attract potential customers, because in many occasions, potential customer first is the understanding of the product through contact with advertising. Clever language is embodied by the rhetoric in many cases, the proper use of rhetoric in advertising language is indispensable. In practice, homophonic pun, hyperbole, antithesis, etc. used in advertising, meet the eye everywhere. Comprehensive use of various rhetorical devices than single use of some kind of rhetoric is better, more from the United States of America advertising experts Keli (R· Colley ) divided by the commercial advertisement four stages -- cognitive ( Awareness ), ( comprehension ), convincing understanding (Con-viction) and action ( Action ), namely: ACCA, to impress potential customers. Colli on the advertising transmission stages than traditional AIDA ( Atten - tion - Interest - Desire - Action ) principle can reflect from the audience ( potential customers) perspective to perceive and understand the value of advertising, the role and function of outstanding advertising. If the comprehensive use of various rhetorical skills are very good role to play in the four stage, can make advertising to potential customers left a very deep impression. 　　二、广告语言设计中多种修辞综合使用实例 Two, adver