广告英语修辞拟人

With a variety of rhetorical devices Rhetoric is language to enhance the beneficial effects of weapons, which the ad in English a very important role to play. Advertisements in English the most common figures of speech are: puns, exaggeration, alliteration, metaphor and personification. 1. Pun: that by the conscious use of language homonymy or polysemy phenomenon so that a two-tier have a different word meaning, that is, "quipped." For example: "Ask for More .-- More (cigarette)", "More" in English means: more and better. "More" is also President of the pronunciation of cigarettes, "Moore" in Chinese pinyin. Dual-language advertising in Ms. This language on cigarette ads did the best of both worlds, and infinite charm. Another example Rejoice shampoo ad: "Start Ahead (Reioce)." "Start" is meant to start, "ahead" of the meaning of the head, then this sentence is translated into Chinese: "road to success, from the beginning . "worthy of being called a classic model quipped. 2. Exaggeration: We've hidden a garden full of vegtables where you'd never expec t in a pie. This is the U.S. licensing Bisquick "mixed vegetable pie" in an ad. "Garden" is the term "garden" means, where the amount of words that "many." Here "a garden full of vegetables" is obviously an exaggeration. 3. Alliteration: it is a kind of rhyme. It refers to a sentence in, because of the adjacent initials of the same pronunciation of the sound generated. For example, "Never late on Father's Day.", 2 yuan Yun ei〕 〔a harmonious music to the United States; Another example is "Behind that healthy smile, there's a Crest kid." (Crest toothpaste) from Crest Healthy Smiles . 4. Analogy: It is common in English Rhetoric, one of the means he is此喻. It has two types of simile and metaphor. Metaphor is used to denote two different things similar to the relationship between. In the ad in English widely used to enhance the beauty of language. Cases (1) The most sensational place to wear stain on ur lips. (Selling lipstick ad) Lipstick metaphor here for the stain, it is trying to say is that this lipstick lips rubbed in this place full of enthusiasm, as if wearing a bright silky, transparent thin silk of the general. Euphemism to describe the subtle, it is full of imagination and expectation. Cases (2) Something within you is Dior. (Christian. Dior) This is a Christian is. Dior introduced Poison (poison) made by perfume ads, especially with the publicity in Poison, it seems better able to reflect where the ingenious metaphor. There is a charm in the heart, the natural distribution, or by the hearts of恶念can not be closed? This perfume came within two weeks, the average bottle sold every 50 seconds, breaking sales records the world, this wonderful contribution set ad. 5. Anthropomorphic: it is the material life than to have the person's appearance, personality and emotion, to give things to life, to make description more dynamic and innovative. For example: It maybe ur car but it's still ur baby. (Car ads) "car" is the meaning of cars in the ad, however it is described as "ur baby". "Baby" that is, "children" is "beautiful girl, pet" means. This rhetoric is the way people used to be the car ads, for products to life, make it a human face to the consumer to feel.

英语广告中多使用常见的单音节词，如：be, make, get, give, like, love, buy, need, use, hear, see, do, have, go, come, know, keep, look, take, feel, start, save, taste, suit, try, call, choose, last, find, let, help, mean, meet, build, reach, prove, show. 这些单音节动词简洁明快，生动活泼，节奏感强。英国著名语言学家Leech(1996: 154)指出：大多数常用动词表示消费者同产品的相互关系。Get, buy, have, take, keep 表示消费者获得或拥有产品；use, have 表示使用关系；meet, suit同广告产品的适用性相联系；like, feel, need表达消费者对产品的心理倾向；feel, taste描述消费者对产品的感受；help, last, prove, mean, show体现产品功能时使用的动词。例如：a. Things go better with Coca-Cola. (Coca-Cola) 饮可口可乐，万事如意。b. A diamond lasts forever. (De Bierres) 钻石恒久远，一颗永流传。(第比尔斯) c. Feel the new space. 感受新境界。（三星电子）d. Just do it. 只管去做。（耐克运动鞋）上述4则广告中使用的词汇都是英语中的常用词（go, last, feel, do），go better with 轻快明了地说服消费者可口可乐是优先选择，last forever则体现第比尔斯钻石寓意永久，feel the new space是电子时代人们的新感受，just do it简短有力地表达了耐克品牌高效、坚定的运动品质。这些词汇使任何教育程度的观众一目了然。商业广告更加有力地吸引观众的注意和兴趣，引发其购买冲动，必须使用大众化语言，通俗易懂，富有表现力，便于人们记忆。例如：a.--Is microwave cooking fast?--You bet!“You bet!” 极为口语化的表达，相当于Certainly或Sure. b.-- I couldn’t believe it until I tried it.-- you’ve gotta try it.-- I love it.这是一则推销微波炉的广告，用词简单，口语性强，gotta在美语中相当于got to，亲切自然真实。社会成员，不论男女老少受教育程度高低，都是潜在的生活必需品的消费者，因此此类商品的广告语言必须大众化，能够琅琅上口。杜撰新短语First of all, because now Yoplait is thicker.Second of all, because it’s creamier.Third of all, because it’s still 100% natural and really very good for you.酸奶广告中，创作者根据First of all造出Second of all, Third of all，强调质量之高，并用省略号意味其优点数不胜数。

一：广告语结构特点词汇简单化词的内部结构比较简单；积极肯定、褒义的词占绝对优势；多用缩约词。名词词组中所有格' s的出现频率很高，比用of更为精炼。语句中所用的词汇都是大家较为熟悉的。使用简单的词汇，虽然在艺术等效果上会有所欠缺，但是简洁明了、开门见山，是消费者一目了然，一眼就可以看出广告的含义。一个句子中只有两个单词，且通俗易懂 句型简单化句子长度一般都很短，结构简单，复合句少。以祈使句为广告语，舍弃了繁杂的结构，省去了难解的复合句型，使人彻底明白广告的意思。虽然有些语法上的错误，但是生动的组合、简单的句型和连续出现句子充满幽默性。语法简单化动词词组非常简单，过去时出现的频率极低，基本上采用一般现在时。而且被动语态运用较少。被动语态运用较少。使用一般现在时，商品的特征在人们的眼中成为和一般自然规律一样的永久特征，这是其他各种时态所做不到的。广告英语的口语化和简单化是实际应用的需要。因为简单的文字容易理解，人们可以在很短的时间内把它看完。而口语化的文字可以使人感到亲切，不拘束，能赢得读者的好感。同时，为达到诉诸感情、宣传品牌形象之目的，广告英语问题允许一定的创造性。这种创造性表现为： 1.求新求奇的专有名词出现率高，自创的复合词多 2.每个名词词组往往带有许多修饰成分，特点是前置修饰成分比较多。广告英语的名词词组中形容词的比较级和最高级出现频率高。 3.祈使句和疑问句在广告中很常见。如果广告中全都使用陈述句，那么读者很有可能仅仅被动接受信息，而祈使句和疑问句却能使人从被动的心理状态中解脱出来，以促使读者做某件事，促使读者思考、回答问题，使读者兴奋，加深印象。4.使用大量的修辞手段，广告与演讲及诗的语言有许多相似之处。常见的有并列结构、词句重复、排比结构，头韵法，等等。二：广告英语的文体特点及翻译（1） 广告英语（advertising English）的文体特点1） 在措词上，广告英语使用的词汇一般较为简洁，具有口语化倾向。这一方面能使读者尽快得到所需要的信息，另一方面口语词汇的使用也便于人们对广告的理解和记忆。另外不少广告还经常使用模拟生造新词（coinage）甚至错拼词，这不仅可以体现这些广告独特的个性，还能大大增强其对消费者的新鲜感和吸引力。2） 在句法上，广告英语的特点表现为句式简单，祈使句、主动句及省略句使用懂易记，还能充分发挥其说服功能（persuasive function），同时也能达到节省篇幅的目的。3） 在修辞上，广告英语常使用双关、拟人、比喻及押韵等修辞手段以提高产品的品位和吸引力。另外，为了强调某一信息，加深人们对产品的印象，广告还常常使用重复手法，对某些词、词组或句子进行重复。这些修辞手法的运用可充分体现广告的说服功能和美感功能（aesthetic function），并有效地增强广告的表现力。4） 英语分类广告中还经常出现一些缩略词。其缩略方式与电报、电传中的不尽相同，同一缩写形式因文体语域不同，所指也会有所不同。（2）广告英语的翻译英语广告翻译应以功能对等（functional equivalence）为准则，使译文对汉语读者产生的效果大致与原文对英文读者产生的效果相当。广告的功能主要有说服功能、美感功能及信息功能，而其中尤以前两个功能为重，因此在广告翻译中译者切忌拘泥于原文的字、词、句等表层结构，而应仔细体会原文的主要功能并充分发挥自己的想象力和创造力来灵活机动地处理原文，以最大限度地达到原文与译文在功能上的对等。总之，衡量广告翻译的优劣，主要看译文在多大程度上体现了原文的宣传效果和表情、说服等功能，多大程度上保留了原文的语言特色及神韵。为此，翻译时选词上要力避生涩艰拗，造句上要尽量简洁明快，修辞上要多保留原文辞格。译文要注重整体把握，不为一词一句所限，要充分发挥译者的主观能动性。此外，广告翻译还应充分考虑中英两种语言间的文化差异。只有这样，才能使译文体现原文的各项功能，为产品畅销打下良好的基础。（未完）