英语广告标题中的修辞

英语广告标题中的修辞
The Rhetorics In English Advertisements’ Headlines

摘要
英语广告有其独特的语言特色和表现形式，在广告文本中最重要的是广告标题，它的成功与否在很大程度上影响着整个广告的宣传。因此，在英语广告标题中频繁地使用修辞，诸如拟人，比喻，双关，排比，押韵等。这些修辞手法的运用能使广告中的产品或服务生动有趣、形象传神。本文运用大量实例从语音、词法、句法三个层面上来探讨英语广告标题中的修辞特点及其功能。

关键词：英语广告；标题；修辞特点；吸引功能
Abstract
English advertisement has its unique linguistic features and expressions. In an Englishi advertisement text, the most important part is the headline, which can affects the whole advertisement’s publicity. Therefore, in English advertisements’ headlines, it often use Personification, Metaphor, Pun, Parellelism and Rhyme. By using these rhetorics, it can make the advertisement more interesting and more vivid. Based on a large amount of examples, this paper discusses the rhetorical charateristics of the headlines of the English advertisenments from the aspects of phonetic, lexical and synatactical.
Keywords: English advertising; headline; rhetorial charateristics; functions
CONTENTS
Abstract…………………………………………………………………………..….....ⅰ
摘要…………………………………………………………………………….............ⅱ
1  Introduction…………………………………………………………………….........1
2  The main rhetorics used in English advertisements’ headline…………………........1
2.1  Phonetic Rhetoric………………………………………………………...........2
2.1.1  Alliteration……………………………………………………................2
2.1.2  Rhyme… ……………………………………………………..................3
2.1.3  Onomatopoeia…………………………………………………...............3
2.2  Lexical Rhetoric……………………………………….....................................4
2.2.1  simile………………………………………….........................................4
2.2.2  Metaphor……………………………………...........................................5
2.2.3  Pun……………………………………………........................................7
2.2.4  Personification…………………………………………..........................7
2.2.5  Parody………………………………………………...............................8
2.2.6  Irony…………………………………………………..............................8
2.3  Syntactical Rhetoric………………………………………………...................9
2.3.1  Contrast…………………………………………….................................9
2.3.2  Parallelism………………………………………….................................9
2.3.3  Repetition………………………………………………........................10
3  The functions of rhetorics used in English advertisements’ headlines.....................10
4  Conclusion…….......………………………………………….................................12
5  Bibliography……………….......………………………………..............................13
6  Acknowledgements………………………………………………..........................14

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