英语广告语中的修辞省公共课一等奖全国赛课获奖课件.pptx

Rhetorical Devices In Advertising English第1页Rhetoricaldevicesarevariationsofliteralorordinaryformofexpressions.Theiruseistomakethethoughtmorestrikingandeffective(更显著、更有效更显著、更有效),fortheyhavethepowertovivifyandillustrate（赋予生命力）（赋予生命力）.Advertisersoftenusevariousrhetoricaldevicestoincreasethereadability(可读性可读性)andappeal（吸引力吸引力）ofanadvertisementandtoarouseconsumersinterestofbuyingtheproduct.第2页Simile&Metaphor 比喻比喻Accordingtothesimilarityoftwodifferentkindsofthings,oneisusedtodescribetheother,whichcanbetterdescribeorrendercharacteristicsofthings.第3页Featherwater,light as a feather.（Featherwater牌眼镜广告法泽瓦特眼镜轻如羽毛。Similesareusedinadvertisementstovividlyhighlightthecharacteristicsoftheproduct,therebytoimpressthecustomers.第4页Youd better off under the Umbrella.（旅游保险企业广告）你最好在保护伞下。MetaphorisafiguretodirectlydescribeAasB,therelationshipbetweenthemandtheirsimilaritiesareimplicit,soastoexplainthingsmorevividlyandmoreprofoundly.第5页Antithesis 对偶对偶Antithesisisacounter-proposition（相对命题）anddenotes（表示）adirectcontrasttotheoriginalproposition.第6页1.The Winter Sports Car Hot When Its Cold.（赛车广告）在冬天赛车依然热卖。“hot”与“cold”这对反义词相映成趣，表明冬季赛车销售依然火爆。2.Tides In.Dirts Out.（汰渍洗衣粉广告）洁净进来，肮脏出去。“in”和“out”两个反义语，形象地显示出汰渍洗衣粉去污力。第7页 In setting the opposite,an individual brings out a contrast in the meaning by an obvious contrast in the expression.This special pattern can attract peoples attention and easily keep it in mind.第8页Personification 拟人拟人 Inanimate（没有生命）（没有生命）objects or abstractions（抽象）（抽象）are endowed with（被赋予）（被赋予）human qualities or are represented as possessing human form.第9页It handles the road as easily as it handles Mother Nature.（福特Ford汽车广告）他能很轻松地对付道路。Unlike me,my Rolex never needs a rest.和我不一样，我劳力士手表从不需要休息。第10页Thus,the product could have human emotion,and looks amicable（友好）（友好）to consumers.It adds beauty and vividness to description.第11页Parallelism 排比排比 Parallelism means giving two or more parts of the sentences a similar form so as to give the whole a definite pattern.第12页M&Msmeltinyourmouth,notinyourhands.只溶在口，不溶在手（玛氏巧克力以洁净方便闻名）。TheCORDIA,shapedbythewind,bornfortheroad.CORDIA汽车，流线型设计，天生适于道路行驶。第13页 Itsabalanceoftwoormoresimilarwords,phrases,orclauses.Theapplicationofparallelisminsentenceconstructioncansometimesimprovewritingstyleclearnessandreadability.第14页Alliteration 押押头韵头韵Alliteration is the repetition of the initial consonant cluster（辅（辅音连缀）音连缀）in stressed syllables（音节）（音节）.Alliteration is usually used to form a connection of similarity or a connection of contrast.第15页Hi-Fi,Hi-Fun,Hi-Fashion,Hi-Fi,Hi-Fun,Hi-Fashion,only from only from Sony.Sony.高保真，高乐趣，高时尚，只来自索尼。Sea,sun,sand,seclusionSea,sun,sand,seclusionand Spain!and Spain!大海、太阳、沙滩、幽静西班牙！Sweet,Smart&Sassy!Sweet,Smart&Sassy!(美国Sunkiss柑橘广告)味道甜美,外形可爱,香味浓烈。Hi-fi=highfidelityHi-fi=highfidelity高保真高保真SeclusionSeclusion：与外界隔绝：与外界隔绝Sassy:Sassy:充满活力充满活力,时髦时髦第16页Havetheeffectofhighlightingthecharacteristicsoftheproduct,deepeningtheimpressionofreaders.Tothereaders,itsaenjoymentofvisualandmusicbeauty.利用押头韵起到了重点突出、加深印象作用,给读者以视觉美和音乐美享受。第17页Hyperbole 夸大夸大 Hyperbole is a common figure of speech popular known as exaggeration or overstatement to achieve emphasis.第18页1.TakeToshiba,taketheworld.拥有东芝，拥有世界2.NowSonyturnsyourlivingroom,youcarandyourbackpackintoaconcerthall.（索尼音响装置广告）索尼音响把你客厅、汽车和背包都变成音乐厅！第19页Its not the same as telling lies.With hyperbole,there is no intent to deceive the audience.In fact,in the speakers mind,he is truly describing his intense feeling at the time.用于描写，夸大使形象更生动突出，渲染用于描写，夸大使形象更生动突出，渲染气氛，给读者留下深刻印象，用于广告，气氛，给读者留下深刻印象，用于广告，能有效地描述所宣传商品或品牌。能有效地描述所宣传商品或品牌。第20页第21页