修辞在广告语中的运用_英语论文.doc

资料分类:英语论文 上传会员:王导 更新时间:2017-09-30
需要金币1000 个金币 资料包括:完整论文 下载论文
转换比率:金额 X 10=金币数量, 例100元=1000金币 论文字数:6922
折扣与优惠:团购最低可5折优惠 - 了解详情 论文格式:Word格式(*.doc)

Abstract

 

In the fierce competition of the advertising market, figures of speech plays an increasingly important role. Advertising language, whose theme is clear, has several vivid features. As a language technique, rhetoric is a process of selecting, adjusting and combining language, whose aim is to make language expression vivid and rich. Rhetoric can be roughly divided into three types: phonetic rhetoric, lexical rhetoric and syntactic rhetoric. Utilizing rhetoric in advertising slogans will produce aesthetic, persuasive and social effects that tend to promote a product’s sales and publicity. The purpose of this paper is to reveal that rhetoric is the key to the success of advertising slogans by analyzing the efficacy and influences of rhetoric that it brings slogans. In addition, the article also points out that the majority of advertising creators should notice some problems that caused by the inappropriate use of rhetoric in advertising slogans to avoid negative impacts. Rhetoric is ubiquitous in our lives and needs to be properly used in advertising language. 

Key words: figures of speech;advertising slogans;features;effects;problems

 

Contents

Abstract

中文摘要

1 Introduction-1

1.1 Research background-1

1.2 Literature review on rhetoric in advertising slogans-2

2 Features of advertising slogans-3

2.1 Simplicity and conciseness-3

2.2 Understandability and readability-3

2.3 Novelty-3

2.4 Usage of rhetoric devices-3

3 Use of rhetoric-4

3.1 Phonetic rhetoric-4

3.1.1 Alliteration-4

3.1.2 Consonance-4

3.1.3 Onomatopoeia-4

3.2 Lexical rhetoric-5

3.2.1 Metaphor-5

3.2.2 Pun-6

3.2.3 Parody-6

3.2.4 Hyperbole-7

3.3 Syntactic rhetoric-7

3.3.1 Parallelism-7

3.3.2 Repetition-7

3.3.3 Antithesis-8

4 Effects of Rhetoric in Advertising slogans-8

4.1 Aesthetic effects-8

4.1.1 Beauty of image-8

4.1.2 Beauty of implication-9

4.1.3 Beauty of innovation-10

4.1.4 Beauty of Rhythm-11

4.2 Persuasive effects-11

4.2.1 Subject’s purpose of persuasion-11

4.2.2 Recipient’s comprehension persuasion-12

4.2.3 Recipient’s emotional persuasion-13

4.2.4 Moral culture and psychological persuasion-14

4.3 Social effects-14

4.3.1 Promotion of social development-15

4.3.2 Mutual influence and restriction-15

5 Problems that need people's attention -16

5.1 Exaggeration to be based on facts-16

5.2 Metaphor to be appropriate-16

5.3 Homophonic to be limited-16

6 Conclusion-17

相关论文资料:
最新评论
上传会员 王导 对本文的描述:The advertising industry has been developing quickly because of the prosperity of market economy. Advertising, a common cultural phenomenon in our daily life, is the largest, fastest and most extensive medium to deliver information. The proc......
发表评论 (我们特别支持正能量传递,您的参与就是我们最好的动力)
注册会员后发表精彩评论奖励积分,积分可以换金币,用于下载需要金币的原创资料。
您的昵称: 验证码: