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内容来自论文无忧网 www.paper51.com 摘要 paper51.com 广告已渗透到当今社会人们生活的各个领域, 它主要靠语言、画面、音像等吸引和打动消费者，而语言则是广告的主要表现形式。为达到广告的注意价值和记忆价值，广告制作人总是力求在谴词造句上标新立异，采用大量的修辞手法，使广告给读者留下了深刻的印象。 内容来自论文无忧网 www.paper51.com 本论文通过分析不同修辞手法在广告中运用产生的不同效果，来说明我们应该怎样正确地使用修辞手法创作出优秀的广告语来吸引消费者。 http://www.paper51.com 关键词：修辞手法 广告 效果 运用 内容来自论文无忧网 www.paper51.com
Contents copyright paper51.com 1Introduction. 1 paper51.com 2Advertisement 1 内容来自论文无忧网 www.paper51.com
2.1 The Meaning of Advertisement 1 http://www.paper51.com 2.2 The purpose of Advertisement 2 paper51.com 3 The Main Rhetoric Devices Used in Advertisements. 2 内容来自论文无忧网 www.paper51.com
3.1 Semantics（语义）... 2 内容来自论文无忧网 www.paper51.com 3.1.1 Pun(双关) 2 http://www.paper51.com
3.1.2 Metonymy（借代）... 3 内容来自论文无忧网 www.paper51.com
3.1.3 Hyperbole(夸张) 3 http://www.paper51.com 3.1.4 Simile (明喻) 4 copyright paper51.com 3.1.5 Metaphor (暗喻) 5 内容来自www.paper51.com
3.1.6 Synecdoche(提喻) 6 内容来自论文无忧网 www.paper51.com 3.1.9 Parody(仿拟) 8 copyright paper51.com 3.1.10 Paradox(反论) 9 copyright paper51.com 3.1.11Irony（反语）... 9 内容来自www.paper51.com
3.2 Structure（结构）... 10 copyright paper51.com
3.2.1 Repetition （反复）... 10 copyright paper51.com
3.2.2 Parallelism（排比）... 11 copyright paper51.com 3.3 Phonology（音韵）... 12 http://www.paper51.com
3.3.1 Alliteration（头韵）... 12 内容来自www.paper51.com 3.3.2 Rhyme（尾韵）... 12 内容来自论文无忧网 www.paper51.com 3.4 neologism（造词）... 13 内容来自论文无忧网 www.paper51.com 3.4.1 Affixation（词缀法）... 13 内容来自www.paper51.com 3.4.2 Conversion（转类法）... 14 paper51.com 3.4.3 Blending（拼缀法）... 14 内容来自www.paper51.com 3.4.4 Misspelling（错拼法）... 14 内容来自论文无忧网 www.paper51.com
3.4.5 Coining（造字法）... 15 paper51.com 4The Points of Using Main Rhetorical Devices in English Advertisement 16 paper51.com 4.1 Using rhetorical devices should obey the principlesof advertising language. 16 paper51.com
4.2 Rhetorical devices should be suitable. 16 paper51.com 4.3 Rhetorical devices should be close to products andconsumers. 16 内容来自www.paper51.com
5The Method to Make an Excellent Advertisements. 16 http://www.paper51.com 6Conclusion. 18 内容来自www.paper51.com References. 18 copyright paper51.com 1 Introduction 内容来自论文无忧网 www.paper51.com
Advertisements, being a kind of familiar business communicativeform, nowadays almost flood each corner of the society. With trade developmentwith foreign countries, it has been developing quickly and already become arising industry. So, how to improve the quality of our advertisements? I think weshould take the foreign experience of making excellent advertisements for reference.Meanwhile, we can carry on a great deal of researches by combining thecharacteristics of English with Chinese to design more appealing copyright paper51.com |