广告英语修辞及其艺术效果漫谈

Random Thoughts about the Rhetoric and its Artistic Effects in Advertising English

广告是现代社会生活的一个多彩侧面。广告英语作为一种应用文体,逐渐形成了独特的文体风格。从语义、句法和语音三个方面对广告英语常用修辞格及其艺术效果进行初步的探讨,可发现修辞格的运用是实现广告功能的有效手段之一,使广告语言不仅具有说服力,而且优美、幽默、生动形象,有助于最大限度地展现英语广告的风格与神韵。因此,了解广告英语的修辞特色并能善加利用将对产品的宣传与销售大有裨益。

Advertising is an important part of modem society. As a kind of practical writing, advertising English achieves some stylistic features. The present paper seeks to probe into the rhetoric and its artistic effects in advertising English from the following three aspects, i.e. semantically, syntactically and phonetically. It also points out that various figures of speech are effective means of achieving the purpose of advertising. The application not only improves the advertisements' persuasive power, but also makes the language vividly, melodious or humorous, which can help to the maximum to develop the style and flavor of advertisements. Therefore, knowing the features of advertising English and how to express them effectively will be of great help to the publicity and marketing of the products advertised.