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论广告中的修辞手法——In Advertising English(精彩节选)

导读:对于广告专业的留学生论文,广告文案中的修辞手法是一个选题重复率较高的题目。本文的作者在选题上也用到了这一款,那么他的突出点和优秀点在哪里呢?让我们一起来看一看这篇文章的精彩部分选读吧。——由UK Advertising dissertation专栏编辑整理提供。

1 Introduction
The English word “advertising” is gradually popular in Mid-seventeenth century, when Britain began to mass goods. The term "advertisement" derived from Latin "advertere", meaning "attention, inducing".(Zhai, 2012) Its original meaning is the notice of business. From the linguistics Angle, the limitation of the language can be limitless of the unique language in the proper use of rhetoric (Jiang, 1994: 5). Nowadays, advertising develops rapidly and the propaganda and media are more and more.Advertising is not only a kind of economic activity, and is the main media for spreading culture.(Lv, 2007: 10). For instance, they will use newspapers and magazines, radio, television for promoting. Or  use signpost window and neon lights.
However, no matter how the development of advertising protean, no matter the way how to spread is varied, the most expressive means is language. Because when people are interested in some merchandises and want to buy it or introduce it to their friends, what they use are language. It likes people set up the reputation for the merchandises. A successful advertising is not only shocking people’s vision   and sense of hearing, but also makes people happy to read by its refined and elegant words. Advertising language is not just simple business language, but set literature, aesthetics, psychology, advertising, marketing and consumer behavior to consist of the “loaded artistic language”. Through advertisement, people convey the information of the products, build up the products’ image and stimulate consumption desire. Therefore, the advertisement’s language usually has attention value, memory value, expressive function, directive function and aesthetic function.

2  The concept of rhetoric and  the rhetoric  species of advertising English
Rhetoric from two thousand years ago in the time of ancient  Greece, is a science of studying the art language. It must be based on the communication content, language environment and properly choose language means and expression. Rhetoric method is one of research content of rhetoric, including negative rhetoric and positive rhetoric. The former refers to a sentence to the usual words grammar and logical rules. The latter refers to the "actively engage with affection to use of the technique of expression, extremely use up all the language of possibility, say and write present a vivid, concreteness and experience the English figures of speech is the same as the Chinese. Advertising in the English rhetorical skills is also very cultured. the limitation of the language could develop in proper means of rhetoric, and realize the language does not have a color is limitless in  the linguistics. Therefore, a seemingly simple advertising English but it can spectacular.



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