分析广告英语中的修辞手段(毕业论文7200字)
摘要：广告作为人类社会生产力发展的产物,在生产和消费中起着重要的作用，尤其在西方社会,广告已经成为人们社会生活中不可缺少的一部分。作为人们日常生活中最常见的一种文化现象，广告以各种媒体如杂志、报纸、电视、广播、海报、因特网等多种形式不断地出现在我们日常生活中。广告作为现代生活的重要组成部分，以它的独特魅力，对社会经济的发展起着推动作用，在商品进出口中，充当着越来越重要的角色。修辞是一种重要的语言表达手段，是用简单具体且充满想象的方法将抽象复杂的思想或进程阐释出来，能够促进情感的传递和思想的表达。修辞存在于各种文体之中，尤其在英语广告中起着极为重要的作用，是影响英语广告成败的关键。广告英语中频繁使用的修辞手法有：拟人、比喻、双关、排比、押韵等。本篇论文从分析广告及修辞的定义和功能出发，从音韵、词义、结构三方面讨论分析广告英语中的修辞特点，认真研究了主要修辞手段在英语广告中的作用。
关键词：广告；修辞；关键因素； 特征
Analysis of the Rhetorics in Advertising English
Abstract: As the product of the development of human social productivity, advertising plays an important role in production and consumption. Especially in the western society, advertisements have become an indispensable part of human life. Advertisement is a popular cultural phenomenon in people’s daily life. Nowadays, we are endlessly bombarded with all kinds of advertisements through various media such as magazine, newspaper, TV, radio, poster and internet, etc. With its special magic power, advertisements play an important part in modern life, prompting the development of society and economy. Rhetorics is a kind of important expressive device in language. It refers to interpreting abstract and complex ideas or processes through simple and concrete methods. Since rhetoric is full of imagination, it can promote the transmission and communication of emotions and ideas. Rhetoric exists in writings with various styles, especially in advertisements. Rhetoric plays a very important role in English advertisement, acting as a key element for the success of an advertisement. The most frequently used rhetoric devices are personification, figures of speech, pun, parallelism, rhyming and so on. This paper discusses rhetoric features of advertising English from three aspects, phonation, vocabulary and syntax. Based on the respective studies of the definition of advertisement and rhetoric, the anthor mainly analyse the use of main rhetorical devices in English advertisement.
Key words: Advertisement; Rhetoric; key element; features
Contents
Abstract………………………………………………………………………1
Key words………………………………………………………………………1
Introduction………………………………………………………………………2
1 Advertisements……........………………………………………………3
1.1 Definition of advertisements………………………………………………3
1.2 Function of advertisements……………………………………… 4
2 Rhetorics………………………………………………………………………4
2.1 Definition of rhetorics……………………………………………………4
2.2 Function of rhetorics…………………………………………………4
2.3 Basic rhetoric tactics in advertising English…………………………5
2.3.1 Phonation rhetorics………………………………………………………5
2.3.1.1 Rhyme……………………………………………………………………5
2.3.1.2 Onomatopoeia…………………………………………………………5
2.3.2 Semantic rhetorics………………………………………………………6
2.3.2.1 Similes……………………………………………………………6
2.3.2.2 Metaphor………………………………………………………………7
2.3.2.3 Metonymy………………………………………………………………7
2.3.2.4 Synecdoche……………………………………………………………8
2.3.2.5 Hyperbole………………………………………………………………8
2.3.2.6 Pun………………………………………………………………………9
2.3.2.7 Personification………………………………………………………10
2.3.2.8 Parody…………………………………………………………………11
2.3.2.9 Irony…………………………………………………………………12
2.3.2.10 Coinage………………………………………………………………12
2.3.2.11 Anticlimax…………………………………………………………13
2.3.3 Syntax rhetorics……………………………………………………13
2.3.3.1 Parallelism……………………………………………………………13
2.3.3.2 Repetition……………………………………………………………14
2.3.3.3 Antithesis……………………………………………………………15
2.4 The comprehensively applying rhetoric in advertising English…16
Conclusion……………………………………………………………………16
Notes…………………………………………………………………………18
Bibliography………………………………………………………………18
Acknowledgements……………………………………………………………18
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