英语广告文体的词汇特征与修辞风格1doc

论英语广告文体的词汇特征与修辞风格

广告英语中形容词的使用很频繁。著名英国语言学家G. N Leech在其“English in Advertising"中列举了16个在广告中常用的形容词，它们是: new> crisp> good/better/best> fine> free> big> fresh> great> delicious> reap full> sure> easy> bright> clean> extra> safe> special> rich.

例1.Things go bette r with Coca- Cola.(可口可乐)

例2. Smooth, rich, rewarding (Mild Seven)香烟

例2.Excellent daily specials and mouth- watering deserts.

"new”是英语1告中使用最多的一词，可以用来修饰产品的尺

寸、形状、外观、构成等。

例: "Feel the new space"(三星电子感受新境界。

The choice of a new generation.”百事可乐)新一代的选择。

The new digital era.”(索尼)数码新时代其它常用形容词姐wonderful , fine , great可以表示子洲可产品的特征。

例如:"Good time, Great taste, McDonald's.”美好时光，美味

，尽享在麦当劳。

广告英语之所以简洁生动，内容一目了然，其原因就是经常使用一些单音节动词G. N. Leech在其“梦中总结出了18个常用动词:make, get, give, have, see, buy, come, go, know, keep, look, need, like/love, use, feel, take, start, taste_

例1. We tak e the World’s greatest pictures. (Nikon相机)

. So come into MaDonald’s and enjoy a big Mac Sandwich.(麦当劳快餐店广告)

"Take time to indulge.”(雀巢冰激凌)尽情享受吧!

"We make it simple. "(Honda汽车)一切变得很简单

巧用某些人称代词。

例2. If it weren’t for winter, I wouldn' t smoke. No cigarette gives me more taste. For me, Winston is for real. (Winston)

即兴造词或拼写变异

例1. What could be delisher than fisher?(垂钓广告)

例2. The orangemostest drink in the world. orangemostest相当于orange+most+est两种形式最高级，跟orange连用，借以表示该饮料是世界上最最纯正，

错拼

例"Drinka Pinta Milka Day.

正确的拼写应该是Drink a pint of milk a day.故意拼写成这样

Swing into McDonald and Swing out with that Treeeeat!”

，‘常用复合词

例.Do you know when you can save 35% or ever60% on out- of- state phone calls? 长途电话广告)

在一本食谱大全的广告中，old- fashioned, stick- to- your- rib, hit- the- spot, home- made, mouth- watering，

一词多义和词类活用。

例1 .Feel how it feels to have skin feel like new.

在广告英语中常见的修辞手

一是比喻

例1 .Light as a breeze, soft as a cloud.轻飘飘如微风，软绵绵似彩云。

例2. Like a good neighbor, State Farm is there. (State Farm insurance)

"Love thy neighbors as thyself'

(2)隐喻。

例1. You’d better off under the Umbrella.

例2. Sophisticated Sweet- to- drink Pink Lady.

(Pink Lady Liqueur)

C3)换喻。是用一个事物的名称替换与它有密切连带关系的另一个事物名称的修辞方法。它常利用人名、动植物名、职业、建筑物或地名作为喻体。如用White House(白宫)指代美国政府，用Downing Street指代英国政府用Polar Bear(北极熊)指代前苏联等等

Ride like a feather in your pocket.

(Corolla，原名花冠) When I see my baby, what do I see: Poetry. Poetry in motion. Poetry in motion, walking by my side

夸张.

这类广告常运用评价性形容词或形容词的最高级形式。如:marvelous, delicious, distinctive, first- class

例1.Still swinging after 650 years(唱片广告)

例2.We’ve hidden a garden where you’d never expect in a pie full of vegetables (食品广告)

i f it moves, pumps, turns drives, shifts, slides or rolls, we check it.”

The only thing we didn't improve was the road.

At 60 miles an hour the loudest noise in this new Rolly- Royce comes from the electric clock.

拟人

例1 .Unlike me, my Rolex never needs a rest. (Rolex watch)

Flowers by BEAUTY spread from the heart. (`‘美人”鲜花.倾诉衷肠)

双关

例1 .I’m More Satisfied! (More Cigarettes)

例2. Spoil yourself and not your figure. (Weight-

Watcher ice- cream)

双关(pun)

例1:

make your every hello a real good-buy.

Enjoy yourself to your heart' s content"

2.语义双关

例2:She wants to put her tongue in your mouth.

3.词性双关

例3:-Which larger can claim to be truly German`?

-This can

译文:一哪种啤酒能称得上地适的德国货?

一这罐能。

重复

例 1.Perfection in the wink of an eye./Perfection in its formular /Perfection in its brush./Perfection in a look (Parfait的食品广告)

例2. Fly once, Fly free.(西北航空公司广告)

仿拟

例1. We take no pride in prejudice.《泰晤士报》广告

例3.Better late than the late.(社会公益广告)