论修辞手段在广告英语中的应用

发布时间：2018-03-22 15:39

本文选题：广告英语　切入点：劝说　出处：《太原理工大学》2006年硕士论文　论文类型：学位论文

【摘要】：本文从修辞学的角度对广告英语的语言进行了尝试性的探索。随着商业和市场经济的发展，广告对现代社会起着极其重要的促进作用。在近几十年，，广告更引起社会学、心理学、语言学及媒介学的极大关注。广告英语以它的独特风格和劝说功能成为一门标准的专业语言，可是它并不是通过语言直接显示其劝说意图，而是通过特殊的手段来打动消费者，激起他们的好奇心，刺激他们去购买。换言之，广告的语言必须具有新颖信，趣味性，才能引起消费者的注意和记忆。因此，设计出一则成功的广告，设计者需要：1．熟悉广告的目的，功能，结构和语言特征，尤其是广告语言所要达到的效果。2．找到一种实用，全面的理论指导广告语言的创作。3．灵活运用一些实用的写作手法。在广告语言众多的语言手段中，修辞起到了积极的作用。它丰富了语言的内涵，加深了语言的说服力。修辞具有三种功能：1．劝说的艺术。2．写作技巧。3．一种文体。由于广告英语与修辞的作用的一致性而被描述为修辞的海洋。新颖的语音韵律、创新的词汇、丰富的句式、生动的描写为广告英语增加丰富多彩的表现力。这种表现力是无法通过语言学的手段体现的。本文主要从修辞的角度分析并总结了修辞手段在广告英语中的应用。在文章的第一部分，简要介绍了广告的概念，功能，基本结构，分类以及有关对广告不同认识，然后在第二部分以实例详尽地阐述了前人对广告语言的独到的研究方法。第三部分作为过渡，总结了修辞在不同历史时期所发挥的作用。最后，以充分的例证从语音，词汇及句法方面分析并总结了修辞手段在广告语言中的应用。本文旨在丰富广告语言和修辞学的研究，以求给广告设计者在实践中提供一些写作启示。
[Abstract]:This paper attempts to explore the language of advertising English from the perspective of rhetoric. With the development of business and market economy, advertising plays an extremely important role in promoting modern society. Great concern in psychology, linguistics, and media. Advertising English, with its unique style and persuasive function, has become a standard professional language, but it does not express its persuasive intent directly through language. But by special means to impress consumers, arouse their curiosity and stimulate them to buy. In other words, the language of advertising must be novel and interesting in order to attract the attention and memory of consumers. To design a successful advertisement, the designer needs to be familiar with the purpose, function, structure and linguistic characteristics of the advertisement, especially the effect of the advertising language. Comprehensive theory to guide advertising language creation. 3. Flexible use of some practical writing techniques. Rhetoric plays a positive role in many linguistic means of advertising. It enriches the connotation of language. Rhetoric has three functions: 1. The art of persuasion. 2. Writing skills. 3. A style. It is described as a sea of rhetoric because of the consistency between advertising English and rhetoric. Rich sentence patterns, vivid description for advertising English to add rich and colorful expressiveness, this kind of expression can not be reflected by linguistic means. This paper analyzes and summarizes the application of rhetorical devices in advertising English from the perspective of rhetoric. In the first part of the article, it briefly introduces the concept, function, basic structure, classification and different understanding of advertising. The third part, as a transition, summarizes the role of rhetoric in different historical periods. This paper analyzes and summarizes the application of rhetorical devices in advertising language in terms of vocabulary and syntax. The purpose of this paper is to enrich the study of advertising language and rhetoric in order to provide some enlightenment to the advertisement designers in practice.
【学位授予单位】：太原理工大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：H315

【引证文献】