商业英语广告中的修辞魅力赏析

Appreciating the Charm of Rhetorical Skills in Commercial English Advertising

广告是激烈的竞争以及设计者匠心独具、精雕细琢的产物。它不仅在词语的运用、句型的谋划上巧妙精细,在修辞的运用上(尤其是对夸张、双关、比喻、拟人、仿拟的灵活运用)更为讲究,而产生新颖别致、形象生动、引人注目的效果。

Advertising English is the product of tough eompetition by the advertisers. The advertisers should not only use suitable words, proper patterns, and dedicated plans but also pay much more attention to the rhetorical skills（especially to exaggeration, pun, simile and metaphor , personification, Parody） which can produce novel, vivid and attractive effects.