•Flowers by Interflora speak from the heart. •Ding Dong, Avon is calling. •Unlike me, my Rolex never needs a rest
三、重复 Repetition
• In some advertisements, the copywriters often use the method of repetition to stress certain information.
夸张是一种故意言过其实或夸 大或缩小事物的形象.借以突出事 物的某种特征或品格,鲜明地表达 思想情感的修辞方式。能有效地描 述所宣传商品或品牌.
1. Look young in only two weeks. (某化装品广告)两周之内变年轻! 2. Now Sony turns your living room, you car and your backpack into a concert hall. (索尼音响装置广告)索尼音响把你的客厅, 汽车和背包都变成音乐厅!
一、比喻(Simile、Metaphor )
无论是汉语还是英语,我们最先接 触并运用得最多的修辞方法就是比喻. 比喻是根据两类不同事物的相似点,用 一种事物来描绘另一种事物,借此对事 物的特征进行描绘或渲染.比喻包括明 喻(Simile),暗喻(Metaphor).
明喻Simile （1）明喻
明喻是以两种具有相同特征的事物 和对象进行对比,表明本体与喻体之 间的相似关系，两者都在对比中出 明喻 现,其基本格式是A is like B ,常 用比喻词如like, as, as if, as though 来连接.明喻运用在广告中, 能生动形象地突出此产品的特点,借 此来打动顾客.
它直接将甲事物当作乙事物来写,二者之间的关系和相似 处是暗含的,从而更生动更深刻说明事理,增强语言的表现 力,也因此成为广告创作者青睐的修辞方法. 1. You'd better off under the Umbrella. (一家旅游保险公司的广告)你最好在保护伞下. 2. in ――the cradle of martial arts. (河南旅游广告)中国河南------工夫的摇篮.
1. Flowers by Interflora speak from the heart. (某鲜花的广告) 英特拂劳拉的鲜花倾诉衷肠. 2. They will stay on the job longer than most employees. (沃尔沃Volvo汽车广告)他们将比其他雇员更耐 心地坚持工作. 3. 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. 拟人,使"花","车"都有了人的情感,思维及形象, 如此有人性的产品,还不快来领回家
•My goodness！ My Guinness ！ •Purina One. Second to None. •Flash. Dash. Classic splash.
五、头韵 Alliteration
Hi-Fi, Hi-Fun, Hi-Fashion,only from Sony. Sea, sun, sand, seclusion－and Spain! Sweet, Smart & Sassy!
二、 拟人 Personification
Inanimate（没有生命的） objects or abstractions（抽象的） are endowed with （被赋予） human qualities or are represented as possessing human form. Thus, the product could have human emotion, and looks amicable（友好的） to consumers.
• Take Toshiba, take the world. • Look young in only two weeks.
Hi-fi = high fidelity 高保真 Seclusion：与外界隔绝 Sassy: 充满活力的, 时髦的
六、对偶 Antithesis
• We lead, others copy. (理光复印机)
• No business too small， no problem too big. (IBM)
1. Breakfast without orange juice is like a day without sunshine. (某橘子广告)没有橘汁的早餐 犹如没有阳光的日子. 2. Our eyebrow pencils are as soft as petals. (某眉笔广告)眉笔像花瓣一样组
广告是指通过一定的媒介，把有关商 品、劳务的知识、情报传递给消费者，以 达到影响舆论、促进需求、扩大销售或服 务的目的而进行的宣传。商业广告通过各 种修辞手段来体现其商品价值。 今天我们对广告中常用的几种修辞格 进行分析。探讨修辞手段对于广告的价值 和功能的具体实现的作用。
• Extraordinary Cola,extraordinary choice. •When you’re sipping Lipton, you’re sipping something special.
四、押韵 Rhyming
• Rhyming is correspondence of terminal sounds of words or of lines of verse.
•Like a good neighbor, state Farm is there. —— state Farm保险 •Featherwater: light as a feather. —— Featherwater 眼镜
(2) 暗喻 Metaphor
• Metaphor is a figure of speech in which a word or phrase that ordinarily designates （指明为，标志 为）one thing is used to designate another, thus making an implicit（暗示的、含蓄的） comparison.
•Rhetorical devices are variations of literal or ordinary form of expressions. •Their use is to make the thought more striking and effective(更显著、更有效), for they have the power to vivify and illustrate（赋 予生命力）. •Advertisers often use various rhetorical devices to increase the readability(可读性) and appeal（吸引力） of an advertisement and to arouse consumers’ interest of buying the product.
• It’s not the same as telling lies. With hyperbole, there is no intent to deceive the audience. In fact, in the speaker’s mind he is truly describing his intense feeling at the time.
• Tide’s in, Dirt’s out. (Tide汰渍)
• The choice is yours. The honor is ours.
七、夸张 Hyperbole
• Hyperbole is a common figure of speech popular known as exaggeration or over statement.