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Contents
Abstract in English …………………………………………………………………… 3
Abstract in Chinese …………………………………………………………………… 3
- Introduction …………………………………………………………………………4
2.basic knowledge of advertisements ………………………………………………… 4
2.1 classification of advertisements …………………………………………………… 5
2.2 Objectives of commercial advertisements ………………………………………… 5
2.2.1 Attract attention ………………………………………………………………… 5
2.2.2 Arouse interests ………………………………………………………………… 6
2.2.3 Get action …………………………………………………………………………6
2.3 General Features of English Commercials ………………………………………7
2.3.1 Briefness……………………………………………………………………………7
2.3.2 Affability ………………………………………………………………………… 8
2.3.3 Creativity ………………………………………………………………………… 8
2.3.4 Daintiness……………………………………………………………………………8
- Generalization of Rhetoric Art in Commercial Advertisement ………………………9
3.1 What’s Rhetoric? ……………………………………………………………………9
3.2 Factors Influence Rhetoric Application …………………………………………… 9
3.3 Why Approaching Rhetoric with Commercial advertisement …………………… 10
- Rhetoric Devices Applied in Commercials …………………………………………11
4.1 Lexical Rhetoric ……………………………………………………………………11
4.1.1 Coinage and Anagrammatic Spelling …………………………………………11
4.1.2 Borrowed Words …………………………………………………………… 12
4.1.3 Spoken English ………………………………………………………………13
4.1.4 verbs and Adjectives …………………………………………………………13
4.2 Syntactical Rhetoric ……………………………………………………………14
4.2.1 Simple Sentence …………………………………………………………14
4.2.2 Interrogative sentence ……………………………………………………14
4.2.3 Minor Clause …………………………………………………………… 15
4.2.4 Disjunctive ……………………………………………………………… 15
4.3 Rhetoric Modes Employed in Commercials ……………………………………15
4.3.1 Parallel …………………………………………………………………… 16
4.3.2 Contrast ……………………………………………………………………17
4.3.3 Repetition …………………………………………………………………17
4.3.4 Metaphor ………………………………………………………………… 17
4.3.5 Personification …………………………………………………………… 18
4.3.6 Parody …………………………………………………………………… 18
- Conclusion …………………………………………………………………………19
Bibliography ……………………………………………………………………………20
Acknowledgements………………………………………………………………………21
Abstract
Some Advertisements need to be persuasive through rhetoric usage so as to leave a deep impression upon people’s mind at the first sight. This article makes a tentative attempt to analyze the basic knowledge, general feature of advertisement and rhetoric devices in commercials. Commercials pay special attention to preciseness, vividness and conciseness; therefore it needs to apply rhetoric. A close examination is made from three aspects of rhetorical art in commercial advertisements: lexical rhetoric, syntactical rhetoric and rhetoric mode. Throughout the thesis, abundant examples are given to reveal the unique enchantment of rhetoric.
Key words: English commercial advertisements; advertisement language; rhetorical art
摘要
某些广告需要通过修辞来达到说服的目的以使人们过目不忘。本文试图从广告的基础知识，商业广告的基本特征及商业广告的修辞艺术三方面进行分析。广告语言讲究准确、生动、简明，因此特别重视修辞的运用。本文将商业广告的修辞艺术分词汇修辞、句法修辞及修辞手段三方面展开较为详尽的探讨。论文以丰富的语料为基础展开论述，充分展现修辞的独特魅力。
关键词:商业广告英语；广告语言；修辞艺术
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