-
Rhetoric in the advertisements
1204402048
英语学术班
夏松
Advertisement is
not
only
an
economic
activity,
but
also
a
cultural
communication.
In
the
advertisement,
the
application
of
all
kinds
of
rhetoric is very common. Advertisements
generally use simile, metaphor,
personification,
pun,
alliteration
etc.
Most
sorts
of
figures
are
concise,
vivid and humorous.
The application of rhetoric is to make the thought
expressed more striking and effective,
for the rhetoric has the power to
illustrate
and
vivify
it.
After
taking
this
semester
’
s
course
of
English
Rhetoric,
I
would
like
to
looking
into
the
application
of
rhetoric
in
advertisement by discussing some
typical cases one by one.
Parallelism
comes
the
first.
Parallelism
means
giving
two
or
more
parts of the sentences
a
similar
form
so
as
to give the
whole
a
definite
pattern. It
’
s a
balance of two or more similar words, phrases, or
clauses.
The
application
of
parallelism
in
sentence
construction
can
sometimes
improve writing style clearness and
readability. It helps create balanced
structure, powerful tone; improves
expressive force, appeal; and illustrate
the idea clearly. Hence, it is widely
used in advertisement.
“
For
racer, is speed.
For child, is red.
1
For father, is blood.
For car fan, is lover.
For individual,
is challenge.
For group, is
legend.
For us, is
everything.
”
This is a piece of advertisement of
Ferrari. The seven sentences are
in a
parallel structure that can impress the listeners
deeply. It can make
the listeners have
a brief view of this sort of car. It seems to be
attracted
by all kind of people, no
matter what you are and no matter you are. In
that case, the consumers are likely to
pay attention to this for the sake of
their eager for appreciation from
others.
And Repetition comes the
second. Like parallelism, it has the same
elements,
but
the
repetition
focuses
on
the
repeated
parts
while
parallelism
with
similar
structure
and
related
content
does
not
concentrate on the same
elements. Poems, songs and advertising slogan
make
full
use
of
repetition.
It
is
mainly
to
emphasize,
to
clarify
the
meaning of a piece of writing or to
express strong feelings. There are two
examples.
“
Introducing FITNESS
magazine. It
’
s about health,
it
’
s about exercise,
it
’
s
about your image, your energy, and your
outlook.
”
The use of
repetition forms a strong tone to convince readers
of the
abundant content of
the magazine. It seems that this magazine cares
about
2
everything of yourself and all the
consumers will care about the fitness of
themselves and their families. And this
piece of advertisement is able to
drive
the consumers to pay attention to it.
And
now
we
can
move
on
to
Antithesis.
Antithesis
is
a
counter-
proposition
and
denotes
a
direct
contrast
to
the
original
proposition. In setting the opposite,
an individual brings out a contrast in
the meaning by an obvious contrast in
the expression.
“
Going East ,
Staying Westin.
”
The slogan of
the hotel, Westin, is designed subtly. Westin
looks and
pronounces like West which
corresponds to East. It makes customers feel
like going across a long distance. And
followed are some other examples.
“
We lead, others copy.
(Ricoh Company)
”
“
No business too
small
，
no problem
too big. (IBM)
”
“
Tide
’
s in,
Dirt
’
s out.
(Tide)
”
“
The choice is yours.
The honor is
ours.
”
The
slogans not only have nice rhythms but also
express the
products there is another
function of this kind of
advertisements. For example,
“
Tide
’
s in,
Dirt
’
s out.
(Tide)
”
,
when us
consumers hear this piece of
advertisement, we can have an illusion that
Tide is the best company to produce
washing powder. In that case, when
3
-
-
-
-
-
-
-
-
-
上一篇：公司的英文表达你懂吗？
下一篇：中国广告的翻译