广告英语转义修辞运用初探

广告英语转义修辞运用初探
摘  要

广告是现代生活的一个重要组成部分，是激发人们对事物的注意并促使他们采取行动所使用的一种手段，修辞在广告英语中起着重要的作用，广告中经常使用各种修辞手法来增强语言的艺术性和感染力。修辞是一门劝说艺术，具有劝说消费者，引起其兴趣并最终采取购买行为的功能。文章选择广告英语中的转义修辞作为研究对象。转义是一种对词语灵活运用的修辞手段，包括比喻，拟人，夸张，反语等。比喻又包括明喻，暗喻，和提喻等。 各类转义修辞被广泛运用于广告英语之中的运用，它们频繁用来强调品牌名，频繁用于广告标题与口号，频繁和图画搭配。转义修辞在广告英语的运用有效地增强了广告的注意价值，记忆价值和促销功能。

关键词：广告，广告英语，转义修辞
A Study of Tropes in Advertising English
 
ABSTRACT

Right now, advertising is an indispensable part in people’s lives. It is employed to arouse people’s attention to the object and then lead people to take action. Tropes play an important part in advertising English. All kinds of tropes are used to strengthen artistic quality and influence of the language. Figure of speech is an art of persuading. It has the function of arousing consumers’ interest and persuading them into purchasing products. This paper choose tropes used in advertising English as the topic, tropes is a kind of rhetorical approaches in which words are flexibly used, including simile, metaphor, metonymy, hyperbole, pun, personification, irony, parody and so on. Various tropes are widely used in advertising English. They are often used to emphasize the brand name, and frequently appear in the headline and slogan, and are often accompanied with pictures. They can effectively enhance the attention value, memory value and promotion value of advertising.

Key words: advertising, advertising English, trope

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