英语广告语篇的修辞格

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摘要

尽管广告业在世界历史上起步较晚，许多相关研究却取得了很大进步，在广

告管理、广告策划、广告文化、广告设计等方面都取得了丰硕的成果；相比之下，

从语言学的角度分析广告语篇的研究就少得多。尤其在 21 世纪世界经济高速发展，

国家间经济交流频繁的大背景下，我国已加入 WTO，对外贸易发挥着越来越重要

的作用。英语广告对于促进我国商品走向世界，进入国际市场发挥极其重要的作

用。

广告语篇经过长期的发展，已成为一种适应其社会职能的独立语篇体裁，在

词汇、修辞格及句式等方面都有着自身的语言特色。现在修辞格不再限定于文学

语篇，在各类文体中尤其在广告语篇中都得到广泛运用。本文对广告语篇的修辞

格进行了研究。

由于美国广告业在世界上发展最快，最先进，因此研究美国广告对我国广告

业有重要的指导意义。《时代》周刊是在美国乃至全球极有影响力的杂志，本文采

用了《时代》周刊亚洲版中的广告为材料进行分析。选取 1998～2003 的杂志，从

中任选一月 4~5 本杂志，共计 28 本。本文将 485 例广告分为七个类别并对其进行

修辞格的文体分析，确认每则广告使用的修辞格及其出现次数，计算修辞格的出

现频率并按高低排序。最后对所有广告进行综合分析，发现夸张、修辞问句、隐

喻、重复和排比这五种修辞格在《时代》广告中使用频率最高。

这五种修辞格具有吸引消费者注意，引起兴趣及至促进购买的重要特点。它

们能创造出一种意境，一种氛围，在情感上同消费者交流，使消费者不自觉地加

深对产品的印象，从而达到劝说购买的目的。因此，广告工作者在对外进行广告

创造时充分考虑修辞格的使用，尤其这五种最常使用的修辞格，在打动并劝说消

费者时将会收到良好的效果。

关键词：修辞格广告劝说

Abstract

Though advertising industry came up late in the world history, many related

researches have made great progress in the fields of advertising administration, plan,

culture, and design. There is comparatively less linguistic study of advertising

discourses. Especially when the world economy is rapidly developing with more

frequent economic communications between countries, and after China entered WTO,

the foreign trade has been playing a more and more important role. English advertising

is essential for Chinese commodities to enter the international market.

After the long period of development, the advertising discourse has become an

independent genre adapting to its social function. It has particular linguistic

characteristics in lexicon, figures of speech and syntax. The employment of figures of

speech is no longer limited to the literary discourses, but appears in various discourses

especially in advertising discourses. The analyses have been carried out on the figures

of speech in English advertisements.

Since American advertising is the most advanced in the world, studying its

advertisements will offer significant instructions to Chinese advertising. Time Weekly is

a very influential magazine in the U.S.A and even around the world. This dissertation

takes the advertisements of Time as samples. The magazines from 1998~2003 are

chosen, and 4~5 copies are taken in a month randomly chosen. Altogether there are 28

copies. Divided into seven categories, 485 advertisements are analysed stylistically on

the figures of speech. The types of figures of speech and their occurrence frequencies in

each advertisement are identified, and occurrence percentages are computed and then

are put in order from the highest to the lowest. Finally a comprehensive analysis is

carried out and a conclusion has been reached. That is, five figures of speech, hyperbole,

rhetorical question, metaphor, rhetorical repetition and parallelism are most frequently

used in the advertisements of Time.

The five figures of speech can attract the attention of the consumers, arouse their

interest and urge their purchase. They can create a circumstance in which they

communicate with the consumers in feelings and make the consumers impressed by the

products unconsciously, thus they will achieve the function of persuasion. Therefore

considering the application of the figures of speech, especially the five figures of speech

most commonly used, the advertising copywriters will create a good effect in

impressing and persuading the consumers.

Key Words: figures of speech，advertisement，persuasion

Contents

Chapter One Introduction ·····································································1

1.1 Advertisements ··············································································· 1

1.1.1 Functions ················································································· 1

1.1.2 Significance of Advertisements ·······················································2

1.1.3 Significance of English Advertisements ·············································3

1.2 The Focus on the Stylistic Analysis of Figures of Speech in English

Advertisements ··················································································· 4

Chapter Two Theoretical Background for the Study ····································5

2.1 Theories on Figures of Speech ·····························································5

2.2 Some Common Figures of Speech ························································ 5

Chapter Three Research Method and Analyses of Figures of Speech in English

Advertisements ··················································································· 25

3.1 Research Method of Studying Figures of Speech in English Advertisements ···· 25

3.2 Separate Analyses of Samples ····························································27

3.2.1 Analyses of Seven Categories ······················································· 27

3.2.2 Results ·················································································· 38

3.3 Comprehensive Analysis of Samples ····················································38

3.3.1 Comprehensive Analysis ····························································· 38

3.3.2 Results ·················································································· 40

Chapter Four Conclusion ···································································· 41

4.1 The Relationship between the Emotional Values of the Figures of Speech and the

Social Functions of English Advertisements ················································41

4.2 Suggestions for the Writing of English Advertisements ······························43

Appendix: ··························································································45

1. Advertisements of High – tech Products ···············································45

2. Advertisements of Airlines ·······························································47

3. Advertisements of Hotels and Tourism ················································ 49

4. Advertisements of Automobiles ·························································51

5. Advertisements of Financial Organizations ··········································· 53

6. Advertisements of Watches ······························································ 55

7. The Rest of the Advertisements ························································· 57

Bibliography: ····················································································· 59

Chapter One Introduction

1.1 Advertisements

Advertising is something that we are all exposed to every day. It is with us all the

time: whenever we open a newspaper or a magazine, turn on the radio or TV, even look

at the body of the bus, we are confronted with various kinds of advertisements.

Advertisements have occupied a very important place in our life and in the whole

society. Everything that is existing is sure to have its necessity. What effects do

advertisements have? A few points about advertisements should be clarified.

1.1.1 Functions

“Advertising is the nonpersonal communication of information usually paid for

and usually persuasive in nature about products, services, or ideas by identified

sponsors through the various media”(Arens & Bovee, 1986:5).

From the above definition, the basic components of advertising can be summed up

as follows:

(1) Nonpersonal

(2) Having specific sponsors

(3) Paid

(4) Conveying some information

(5) Through certain media

Advertising is roughly divided into commercial and noncommercial advertising. A

commercial advertisement promotes goods, services, or ideas for a business with the

intent of making a profit. Most of the advertisements we see in the mass media fall into

this category. In contrast, a noncommercial advertisement is sponsored by or for

organizations that are not in business to make money, such as charitable institutions,

civic groups, or religious or political organizations.

In general, advertising has many functions. It informs people of new products or

ideas, persuades people into consumption and educates people. The most important one

is persuasion.

No one wants to buy a product of no or little value. Since the seller is only

interested in selling goods, he will be satisfied if the commodity appears to be of value.

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摘要：

摘要尽管广告业在世界历史上起步较晚，许多相关研究却取得了很大进步，在广告管理、广告策划、广告文化、广告设计等方面都取得了丰硕的成果；相比之下，从语言学的角度分析广告语篇的研究就少得多。尤其在21世纪世界经济高速发展，国家间经济交流频繁的大背景下，我国已加入WTO，对外贸易发挥着越来越重要的作用。英语广告对于促进我国商品走向世界，进入国际市场发挥极其重要的作用。广告语篇经过长期的发展，已成为一种适应其社会职能的独立语篇体裁，在词汇、修辞格及句式等方面都有着自身的语言特色。现在修辞格不再限定于文学语篇，在各类文体中尤其在广告语篇中都得到广泛运用。本文对广告语篇的修辞格进行了研究。由于美国广告业在世...

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