修辭在廣告中的運用(英文版)-文庫吧資料
2025-07-05 00:43本頁面
【正文】 ice is like a day without sunshine. This is an advertisement for “orange juice”. It can be found that, in this advertisement, “orange juice” is “the tenor” and “sunshine” is “the vehicle”. The word “l(fā)ike” signals that the advertisement makes use of the rhetoric device—simile. Thus by using simile, the advertisement makes the product’s characteristic more vivid and lively. If the “orange juice” really has such an effect, the customers are eager to drink this kind of juice at breakfast. Precisely, this advertisement is a good example in simile craftsmanship. It can not be imagined what the world will be look like without sunshine. The importance of “orange juice” is no less than “sunshine”. Since the significance of this kind of “orange juice” is so great, nobody would refuse to drink it. Thus this advertisement touches the customers’ heart and greatly promotes the sale of this kind of “orange juice”.B. Metaphor “A metaphor, like a simile, also has a parison between two unlike elements, but unlike a simile, this parison is implied rather than stated.” In metaphor, one thing is directly pared to another thing, without like or as. Thus the relationship between them is implied in other words is unstated. Therefore, the use of metaphor makes the language more vivid and also makes the product it advertising more attractive. Metaphor is a kind of rhetoric devices which is favored by most advertisement posers. The following is a good example: You’d better off under umbrella. This is an advertisement for a travel insurance agency. In this advertisement, “umbrella” refers to the travel insurance agency. In the advertisement, “the vehicle” is not stated. In fact, “the vehicle” is the staff of the “Umbrella” agency. No matter it is raining or shining, if the customers carry an umbrella with them, the umbrella will be very useful to them, for it protects them from being influenced by the bad weather. In most people’s minds, the word “umbrella” is always linked with safety and protection. While the customers are traveling, there are some unpredictable factors existing during their journey. Just imagine that no matter what happens, there are always someone waiting for customers, listening to customers and forting customers. They are not anyone else and they are the staff of “Umbrella”. By using metaphor, the pany’s image is more vivid. The advertisement would leave a deep impression on the customers.C. PersonificationPersonification is one of the most frequently used rhetoric devices in English advertisement, for it can greatly shorten the distance between the advertisement poser and customers, creating a kind of harmonious atmosphere between them. Undoubtedly
環(huán)評公示相關(guān)推薦
鄂ICP備17016276號-1