Abstract: Tropes are most frequently applied to English advertisements. This paper focuses on simile, metaphor and metonymy to discuss the application of tropes in advertisements. The paper lists examples to elaborate effects of tropes on English advertisements from perspectives of semantics and structure. In terms of semantics, tropes in advertisements can vividly describe features of objects and make advertisements easy to be understood by others. At the same time, they make abstract ideas more concrete and the meaning of English advertisements more definite. Without tropes, English advertisements would be tedious. In terms of structure, using tropes in advertisements makes English advertisements brief in word, but vivid in image. Undoubtedly, the use of tropes in advertisements gives an advertisement another new birth and impresses customers greatly.

Key words: English advertisement, trope, simile, metaphor, metonymy 

CONTENTS

摘要

Abstract

1.Introduction1

2.Tropes in English Advertisements2

  2.1Simile

  2.2Metaphor

  2.3Metonymy

3.Linguistic Effects of Tropes on English Advertisements4

  3.1Effects of Tropes on English Advertisements in Semantics

     3.1.1Simile

     3.1.2Metaphor

     3.1.2Metonymy

  3.2Effects of Tropes on English Advertisements in Structure

     3.1.1Simile

     3.1.2Metaphor

     3.1.2Metonymy

4.Conclusion10

Bibliography11

Acknowledgment12