Abstract
Advertising English is a loaded artistic language which contains attention value, memory value, expressive function, directive function and aesthetic function. Rhetorical figures, the deviated artistic expression, work effectively in advertising English in producing connotative, suggestive, colorful and vivid English slogans. Mike and McQuarrie have worked out a practical framework of rhetorical figures in advertising English based on a large number of advertisements which were selected from magazines and newspapers. Rhetorical figures are mainly divided into four parts in this framework—repetition, reversal, substitution and destabilization—according to the gradients of deviation. They have different advantages and disadvantages on audience’s acceptance. This paper mainly focuses on rhetorical figures appreciation of advertising along this framework. And lots of samples will be used to illustrate different charms brought by different rhetorical figures. They will also show their subtle difference in advertising English. Therefore, you can fell it directly that repetition and reversal are comparably easier to be accepted since they are simple and you can get their meanings directly; while substitution and destabilization are easier to be remembered when you get its intended meaning through thinking.
Key Words: advertising English; rhetorical figures; Mike and McQuarrie
摘 要
广告英语是一种集注目价值，记忆价值，表述功能，引导功能与美学功能于一体的鼓动性艺术语言。修辞这一具备艺术性偏差的表述手法，非常有效的在广告英语中把广告词变得极具内涵，极为丰富与形象生动。麦克与麦戈里通过整理大量杂志报刊上的广告文本，英语毕业论文，查阅大量的相关书籍得出了一个相对实用的广告英语修辞艺术的分类框架。该框架主要根据广告文本意变的程度将修辞归类为四大类：重复(repetition)，逆转(reversal)，英语论文，替代(substitution)与不稳定（destabilization）。这些框架所得的异同性结果都有相关的初步数据验证所支撑，与消费者的反应相关联。四大修辞的类别在广告接收方的理解难易度与印象深浅等方面的优劣存在微妙的异同。本文主要沿着麦克与麦戈里探讨得出的框架探索广告英语中的修辞美，同时通过大量实例直观的表现了其中微妙的异同性----重复与逆转相对来说不绕弯一看便懂更易被大众所接受；替代与不稳定则由于其用词巧妙更易被理解其意的观众所熟记。
关键词：广告英语；修辞；麦克与麦戈里
1. Introduction
1.1 Introduction to Advertising
Advertising occurs everywhere in our life, on the street or on the bus, on TV or through the radio, on the websites or on the magazines, etc. No matter where you go, you will find lots of pictures, words or even short videos which persuade or otherwise entice you to purchase products or services, vote for practical candidates, or modify your behavior. There are all advertisements, for commercial or public service purposes.
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