浅析英语广告中修辞的运用

Rhetoric Devices in English Advertisements

修辞作为英语广告文体特征的一个重要方面包括了双关、排比、拟人、押韵等手法。研究修辞特征不仅能帮助国人更好的欣赏英语广告,也能对中国企业的英语广告设计起到积极的作用。文章主要对英语广告修辞学方面的语言特征进行了初步的探讨。讨论范围仅限于报刊杂志中的商业广告,分析了广告的定义、目标、广告语言对修辞的要求、常见的修辞手法等,并选取了一篇广告就其修辞手法进行了全面的分析。

Rhetoric includes pun, parallelism, personification, rhyme etc., as an important character of English advertisements. The study of it can help not only the ordinary Chinese understand but also China＇ s companies design English advertisements. This paper studies the linguistic features of English advertisements in rhetoric devices. Advertisements covered in this paper are the commercial ones published in magazines and newspaper. The author analyzes the definition, the aim of Advertising, the requirements followed, and eight popular figures of speech etc. Then the author chooses an advertisement from a magazine and studies its figures of speech,