广告语中的修辞
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明喻
现,其基本格式是A is like B ,常 用比喻词如like, as, as if, as though 来连接.明喻运用在广告中, 能生动形象地突出此产品的特点,借 此来打动顾客.
1. Breakfast without orange
juice is like a day without
comparison.
它直接将甲事物当作乙事物来写,二者之间的关系和相似 处是暗含的,从而更生动更深刻说明事理,增强语言的表现 力,也因此成为广告创作者青睐的修辞方法. 1. You'd better off under the Umbrella. (一家旅游保险公司的广告)你最好在保护伞下. 2. in ――the cradle of martial arts. (河南旅游广告)中国河南------工夫的摇篮.
广告语中的修辞
Made By:XXX组
广告是指通过一定的媒介，把有关商 品、劳务的知识、情报传递给消费者，以 达到影响舆论、促进需求、扩大销售或服 务的目的而进行的宣传。商业广告通过各 种修辞手段来体现其商品价值。
今天我们对广告中常用的几种修辞格 进行分析。探讨修辞手段对于广告的价值 和功能的具体实现的作用。
sunshine. (某橘子广告)没有橘汁的早餐 犹如没有阳光的日子.
2. Our eyebrow pencils are as
soft as petals. (某眉笔广告)眉笔像花瓣一样 柔和.
•Like a good neighbor, state Farm is there. —— state Farm保险
•Featherwater: light as a feather. —— Featherwater 眼镜
(2) 暗喻 Metaphor
• Metaphor is a figure of speech in which a word or phrase that ordinarily designates （指明为，标志 为）one thing is used to designate another, thus making an implicit（暗示的、含蓄的）
二、 拟人 Persoห้องสมุดไป่ตู้ification
Inanimate（没有生命的） objects or abstractions（抽象的） are endowed with （被赋予） human qualities or are represented as possessing human form. Thus, the product could have human emotion, and looks amicable（友好的） to consumers.
四、押韵 Rhyming
• Rhyming is correspondence of terminal sounds of words or of lines of verse.
•My goodness！ My Guinness ！ •Purina One. Second to None. •Flash. Dash. Classic splash.
•Rhetorical devices are variations of literal or ordinary form of expressions. •Their use is to make the thought more striking and effective(更显著、更有效), for they have the power to vivify and illustrate（赋 予生命力）. •Advertisers often use various rhetorical devices to increase the readability(可读性) and appeal（吸引力） of an advertisement and to arouse consumers’ interest of buying the product.
一、比喻(Simile、Metaphor )
无论是汉语还是英语,我们最先接 触并运用得最多的修辞方法就是比喻. 比喻是根据两类不同事物的相似点,用 一种事物来描绘另一种事物,借此对事 物的特征进行描绘或渲染.比喻包括明 喻(Simile),暗喻(Metaphor).
（1）明明喻喻Simile
明喻是以两种具有相同特征的事物 和对象进行对比,表明本体与喻体之 间的相似关系，两者都在对比中出
1. Flowers by Interflora speak from the heart. (某鲜花的广告) 英特拂劳拉的鲜花倾诉衷肠.
2. They will stay on the job longer than most
employees. (沃尔沃Volvo汽车广告)他们将比其他雇员更耐 心地坚持工作.
3. It handles the road as easily as it handles
Mother Nature. (福特Ford汽车广告)他能很轻松地对付道路. 拟人,使"花","车"都有了人的情感,思维及形象, 如此有人性的产品,还不快来领回家
•Flowers by Interflora speak from the heart. •Ding Dong, Avon is calling. •Unlike me, my Rolex never needs a rest
三、重复 Repetition
• In some advertisements, the copywriters often use the method of repetition to stress certain information.
• Extraordinary Cola,extraordinary choice. •When you’re sipping Lipton, you’re sipping something special.
现,其基本格式是A is like B ,常 用比喻词如like, as, as if, as though 来连接.明喻运用在广告中, 能生动形象地突出此产品的特点,借 此来打动顾客.
1. Breakfast without orange
juice is like a day without
comparison.
它直接将甲事物当作乙事物来写,二者之间的关系和相似 处是暗含的,从而更生动更深刻说明事理,增强语言的表现 力,也因此成为广告创作者青睐的修辞方法. 1. You'd better off under the Umbrella. (一家旅游保险公司的广告)你最好在保护伞下. 2. in ――the cradle of martial arts. (河南旅游广告)中国河南------工夫的摇篮.
广告语中的修辞
Made By:XXX组
广告是指通过一定的媒介，把有关商 品、劳务的知识、情报传递给消费者，以 达到影响舆论、促进需求、扩大销售或服 务的目的而进行的宣传。商业广告通过各 种修辞手段来体现其商品价值。
今天我们对广告中常用的几种修辞格 进行分析。探讨修辞手段对于广告的价值 和功能的具体实现的作用。
sunshine. (某橘子广告)没有橘汁的早餐 犹如没有阳光的日子.
2. Our eyebrow pencils are as
soft as petals. (某眉笔广告)眉笔像花瓣一样 柔和.
•Like a good neighbor, state Farm is there. —— state Farm保险
•Featherwater: light as a feather. —— Featherwater 眼镜
(2) 暗喻 Metaphor
• Metaphor is a figure of speech in which a word or phrase that ordinarily designates （指明为，标志 为）one thing is used to designate another, thus making an implicit（暗示的、含蓄的）
二、 拟人 Persoห้องสมุดไป่ตู้ification
Inanimate（没有生命的） objects or abstractions（抽象的） are endowed with （被赋予） human qualities or are represented as possessing human form. Thus, the product could have human emotion, and looks amicable（友好的） to consumers.
四、押韵 Rhyming
• Rhyming is correspondence of terminal sounds of words or of lines of verse.
•My goodness！ My Guinness ！ •Purina One. Second to None. •Flash. Dash. Classic splash.
•Rhetorical devices are variations of literal or ordinary form of expressions. •Their use is to make the thought more striking and effective(更显著、更有效), for they have the power to vivify and illustrate（赋 予生命力）. •Advertisers often use various rhetorical devices to increase the readability(可读性) and appeal（吸引力） of an advertisement and to arouse consumers’ interest of buying the product.
一、比喻(Simile、Metaphor )
无论是汉语还是英语,我们最先接 触并运用得最多的修辞方法就是比喻. 比喻是根据两类不同事物的相似点,用 一种事物来描绘另一种事物,借此对事 物的特征进行描绘或渲染.比喻包括明 喻(Simile),暗喻(Metaphor).
（1）明明喻喻Simile
明喻是以两种具有相同特征的事物 和对象进行对比,表明本体与喻体之 间的相似关系，两者都在对比中出
1. Flowers by Interflora speak from the heart. (某鲜花的广告) 英特拂劳拉的鲜花倾诉衷肠.
2. They will stay on the job longer than most
employees. (沃尔沃Volvo汽车广告)他们将比其他雇员更耐 心地坚持工作.
3. It handles the road as easily as it handles
Mother Nature. (福特Ford汽车广告)他能很轻松地对付道路. 拟人,使"花","车"都有了人的情感,思维及形象, 如此有人性的产品,还不快来领回家
•Flowers by Interflora speak from the heart. •Ding Dong, Avon is calling. •Unlike me, my Rolex never needs a rest
三、重复 Repetition
• In some advertisements, the copywriters often use the method of repetition to stress certain information.
• Extraordinary Cola,extraordinary choice. •When you’re sipping Lipton, you’re sipping something special.