刘莉丽论文2Word格式.docx

刘莉丽论文2Word格式.docx

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摘要

随着世界各国交流的日益广泛和经济全球化进程的进一步加快，英语广告已成为人们生活不可缺少的一部分。

广告英语以它的独特风格和劝说能力成为一门标准的专业语言，可它并不是通过语言直接显示其劝说意图，而是通过特殊的手段来打动消费者，激起他们的好奇心，刺激他们去购买。

换言之，广告的语言必须具有新颖性，趣味性，才能引起消费者的注意和记忆。

在广告语言众多的语言手段中，修辞起到了积极的作用。

它丰富了语言的内涵，加深了语言的说服力。

修辞具有三种功能：

1.劝说的艺术。

2.写作技巧。

3.一种文体。

本文主要从修辞的角度分析并总结了修辞手段在广告英语中的应用。

文章第一部分简要介绍了广告的定义，目的，分类以及有关对广告的不同认识。

第二部分以充分的例证分析并总结了修辞手段在广告语言中的应用。

第三部分说明英语广告修辞研究的重要性，帮助广告从业者了解广告英语中修辞手法的特点，并付诸实践，制作出优秀的英文广告，使世界了解我们的产品，使我们的产品跻身国际市场。

关键词：

广告英语；

特点；

修辞方式

Contents

Introduction

Chapter1GeneralReviewofAdvertisement

1.1TheDefinitionofAdvertising

1.2TheObjectivesofAdvertising

1.3TheClassificationofAdvertising

1.4ThePsychologicalReviewofAdvertisement

1.5TheSociologicalReviewofAdvertisement

Chapter2LexicalRhetoricalDevicesinEnglishAdvertisements

2.1Simile

2.2Metaphor

2.3Personification

2.4Pun

2.5Contrast

2.6Antithesis

2.7Hyperbole

Chapter3TheFunctionandImportanceofRhetoricinAdvertisingEnglish

3.1TheFunctionofRhetoric

3.2TheImportanceofRhetoric

Conclusion

Bibliography

Acknowledgements

Introduction

Withtheintenseglobalizationinthenewcentury,advertisingplaysanincreasinglysignificantroleintheworldeconomy.Asanessentialcomponentofacommercialmarketandthefreeenterprisesystem,advertisingisgoingdeepintovariouspartsofourlives,advertisingbecomessomethingthatinfluenceseveryonelivingandworkinginasociety.Asweknow,theultimategoaloftheadvertisementistopersuadepeopletotakeactiontobuy.Iftheadvertiserwantshisadvertisementstoachievethepersuasiveeffect,hehastodeviseacreativeanddifferentlanguagetoimpresspeople.Tosolvethisproblem,Idothisresearchthattherhetoricaldevicesareappliedinthedesigningoftheadvertisement.InthisthesisIwillanalyzeandsummarizetheapplicationofrhetoricaldevicesinadvertisingEnglish.Iwishpeoplecouldrealizetheimportanceofrhetoricinadvertising.Themainsourcesarefromtheillustrationsinmagazines,journalsandotherprintedpress.Theyare:

TheRhetoricofOurTimes;

AmericanEnglishRhetoric;

TheDiscourseofAdvertising;

EssentialsofAdvertising;

Thelanguageofadvertising.

Chapter1.GeneralReviewofAdvertisement

1.1TheDefinitionofAdvertising

InEnglish,theword“advertise”hasitsoriginin“advertere”inLatin,meaning“toinformsomebodyofsomething”,“tobringintonotice”,or“todrawattentiontosomething”,etc.

AbertLasker,fatherofmodernadvertising,saidthatadvertisingwas“salesmanshipinprint”（赵静,1992）.Thisdefinitionwasgivenalongtimebeforetheadventofradioandtelevision.Inthepast,thenatureandscopeofadvertisingwereconsiderablydifferentfromthosedays.Thedefinitionindicatesthattheultimateobjectiveofadvertisingistosell.Obviously,itisnotanall-rounddefinition,foritcannotcoveralladvertisements.

Definitionsofadvertisingaremanyandvaried.Itisactionofcallingsomethingtopeople’sattentionespeciallybyapaidannouncement.Advertisingcontainsmessagesdesignedtomakeknownwhatwehavetosellandwhatwehavetobuy（J.S.Chandan,1990）.AmericanMarketingAssociation（AMT）（赵静,1992）definesadvertisingasnon-personalcommunicationofinformationusuallypaidforandpersuasiveinnatureaboutproducts,services,orideasbyidentifiedsponsorsthroughthevariousmedia.

Althoughadvertisingcanbedefinedinmanydifferentways,theessentialpointsconcerningitsdefinitionmaybesummarizedasfollows:

Advertisingisakindofintensivecommunicationofinformationusuallyhighlypaidforandstronglypersuasivebynature.Advertisingcontainsmessagesorpiecesofinformationaboutmarketableproductsandservices,orideas,normsandvalues.Advertisingmessagesaredesignedparticularly,ingeniouslyandmeticulously,whicharemadeknownthroughvariousmediatothegeneralpublicortoparticulargroupsofpeople,withaviewtopromotingthesalesofthegoodsandservicesconcerned,ortospreadingideas,normsandvalues.Contemporaryadvertisingissocommonlyubiquitousandsowidelyinfluentialthatisconsideredtobepartofmodernlife.

Ifthedefinitionsofadvertisingaretoovagueandabstracttocomprehend,afewwordsaboutitsfunctionswillprobablyhelptoclarifythiscrucialterm.Broadlyspeaking,advertisementshaveatleastoneoftwofunctions:

informingorpersuading,thoughoverlapmayoftentakeplaceinonesinglepiece.Anadvertisementofthistypesuppliesbasic,factualinformationandsometimesshowsaphotooranillustrationoftheproduct/servicetogivethetargetaudienceabetterviewabouttheadvertisedproduct.Thepersuasivefunctionisnotonlylimitedtoattractingthepotentialcustomersintobuyingacertaincommodity,butalsoincludingthesellingofservices,ideas,normsandvalues.

1.1TheObjectivesofAdvertising

Beforeanewproductisintroduced,prospectivecustomersaretotallyunaware.Thefirstobjectiveofanyadvertisingistocreateawareness------toacquaintsomeportionoftheunawarepeoplewiththecompany,food,service,orbrand.

Thenexttaskistodevelopcomprehension------tocommunicateenoughinformationsomepercentageoftheawaregrouprecognizetheproduct’spurpose,imageorposition,andperhapssomeofitsfeatures.

Nextadvertisingneedstocommunicateenoughinformationtodevelopconviction------topersuadeacertainnumberofpeopletobelieveintheproduct’svalue.Ofthosewhobecomeconvinced,somecanbemovedtodesiretheproduct.Finally,afteraccomplishingalltheproceedingsteps,somepercentageofthosewhodesiretheproductwilltakeaction------requestadditionalinformation,sendinacoupon,visitastore,orbuyit.

Advertisingiscomplexbecausesomanydiverseadvertiserstrytoreachsomanydifferenttypesofaudiences.Troughreadingmaterialsandstudyingworksonadvertising,Iwouldliketolistclassificationsofadvertisingasfollows:

Bytargetaudiences

Consumeradvertising

Businessadvertising

Bygeographicarea

Local（retail）advertising

Regionaladvertising

Nationaladvertising

Internationaladvertising

Bymedium

Printadvertising

Broadcast（electronic）advertising

Out-of-homeadvertising

Direct-mailadvertising

ByPurpose

Productadvertising

Non-product（corporateinstitutional）advertising

Commercialadvertising

Non-commercialadvertising

Actionadvertising

Awarenessadvertising

Asweknow,theroleofthemessageinadvertisingisnotonlytoinform,buttopersuade.However,whatistheprocessinwhichtheadvertisementworks?

Theanswertosuchaquestionmainlyliesinthedisciplineofpsychology.AssociationofNationalAdvertisingintheU.SsimplifiesthegoalstobeachievedinadvertisingasACCA（Awareness,Comprehension,ConvictionandAction）,whichcanmoreorlessrevealthepsychologicalprocessanadvertisementreadermayexperiences.Afurthermodelisthewell-knownAICDA,whicharementionedbefore.Fromtheabovemodels,wecandrawseveralpsychologicalimplicationsinadvertising.

First,foranyadvertisement,oneindispensablecriterionofrealsuccessiswhetheritisabsorbingatthefirstsight,thenleavingagoodimpressionuponthereadersbymakingthembecomeactivelyawareoftheadvertisedproduct.Everysuccessfuladvertisementshouldhavea“hook”.

Second,providingsomethingneworunexpectedisthebest“hook”anadvertisementhas.Normallyspeaking,peoplereadwhatintereststhemandignorewhatdoesnot.Agoodadvertisementoftencontainsaneworunexpectedmessagewhichcanberelatedtotheconsumer’spsychologicalscreenandworldknowledge.Moreover,theconsumershouldknowthewordsinadvertisementsandthestyleofadvertisingcommunicationshouldbeagreeabletotheconsumer’staste.

Asasocialphenomenon,advertisinghasitsowncharacteristics.Fromtheeconomicpointofviewadvertingbringsmarkets,productsandconsumersbylinkingtheneedsofbuyerswithth