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初探商业英语广告中修辞手法运用的策


全文字数:6000字左右  原创时间:<=2022年

【内容摘要】

初探商业英语广告中修辞手法运用的策


  本文着重于研究不同修辞手法在英语广告中的运用及其产生的影响,探讨广告创作中各种修辞手法运用的技巧。作者强调选用正确的修辞手法能使广告言简意赅的表现商品主题,吸引消费者的眼球,刺激其购买欲,从而实现其终极目标:促进销售。本文收集列举了大量国内国外经典的广告,从文体学角度有针对性的对其使用的修辞手法及其特点进行分析,结合广告受众心理的讨论,初步得出在广告创意中修辞手法使用的效果及基本规律,以帮助广告主更有目的性,准确性的做“好”广告,做“好广告”。

关键词:英语广告  广告交际功能  修辞手法  语言特点   策略

Abstract

In this paper, the writer attempts to probe into the influence of rhetorical devices’ use in English advertising towards the consumers and the strategies of the devices’ use. Advertisement aims at spread its commodity, service and concept by media, and finally achieve its promotion. As a special particle writing style, the English advertising has its particular linguistic features, for its brevity, clarity and expressiveness. It is generally acknowledged that the major objectives of advertising are: attract attention, arouse interest, stimulate desire, create conviction and get action. The fulfillment of these objects is largely determined by the linguistic features of advertising language most of which relies on the rhetorical devices’ use. Through careful and extensive analysis on the language feature of the abundant examples of classic adverts domestic and abroad, the writer concluded that a proper use of a rhetorical device would have great impact on audiences’ understanding and interests of products and do help a lot to advertise a certain product and influence the consumers making decisions.

Key words: English advertising; communication and function of advertising; rhetorical devices; language feature; strategy

 

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