矛盾修辞在广告英语中的语用功能_英语论文.doc

资料分类:英语论文 上传会员:王导 更新时间:2017-09-28
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Abstract

 

With the rapid development of commodity economy, more and more advertising language floods into people’s daily life. Advertising is playing an important role in modern commercial society. As English is the common language spoken in many countries, it makes advertising English have a far-reaching influence. Advertising English has its own individuality. In order to persuade customers, the language of advertising English must be forceful and effective enough to attract their attentions, to arouse their interests and to encourage their purchasing actions. The use of rhetorical devices in advertising English can not only enhance the appeal of language, but also promote customers to buy the products. The application of oxymoron in advertising English is of great artistic charm. It has two inconsistent, even totally opposite features to describe something, which can always bring confusion and surprise to customers, so it can receive unexpected results.

This paper mainly discusses the pragmatic functions of oxymoron applied in advertising English, so that we can have a better understanding of advertising English.

Key words: advertising English; oxymoron; pragmatic functions

 

Contents

Abstract

摘要

1 Introduction-1

2 Literature Review-3

2.1 Previous studies on advertising English-3

2.2 Previous studies on oxymoron-4

3 Oxymoron in Advertising English-6

3.1 Structure of oxymoron in advertising English-6

3.1.1 Absolute antonymy-6

3.1.2 Relative anotonymy-7

3.2Values of oxymoron in advertising English-7

3.2.1 Value of attention-8

3.2.2 Value of memory-8

3.2.3 Value of aesthetics-9

4 Pragmatic Functions of Oxymoron in Advertising English-9

4.1 Information function-10

4.2 Demand creation function-11

4.3 Persuasion function-12

4.4 Purchasing function-13

4.5 Economy function-14

5 Conclusion-15

References-16

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上传会员 王导 对本文的描述:广告英语中矛盾修辞的运用更是独具艺术魅力,它是用两种不相调和、甚至截然相反的特征来形容某一事物,运用语言的哲理性和逻辑力量来牵动消费者感情,其矛盾的结构所带来的不......
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