廣告修辭(修改).ppt

1、,Rhetorical Features of Advertising language,Alliteration (initial rhyme),Sensuously smooth. Mysteriously mellow. Gloriously golden. Who can resist the magic of Camus XO Cognac?,Internal Rhyme Let the train take the strain. (British Railway Transportation Company) End rhyme Pepsi-Cola hits the spot,

2、 Twelve full ounces, thats a lot. Twice as much for a nickel, too, Pepsi-Cola is the drink for you.,Onomatopoeia,Buschhhhhhhh! Introducing a new beer with a bright new taste. Even a sound all its own. (Busch Beer) “Buschhhhhhhh” not only vividly portrays the scene of the spurting beer, but also appr

3、opriately makes use of the brand name,Simile,Like a good neighbor, State Farm is there. (State Farm Insurance) Think of it as a roommate, you can trust with all your secrets. (Lane Cedar Chest),Metaphor,Let be realtechnology is the engine of business (PC Computing magazine) You can feast on all of P

4、aradeOr slice it any way you want it. (Parade),Personification,Why your skin drinks it down so quickly? (OLAY facial cream ) Unlike me, my Rolex never needs a rest.,Metonymy,Wash the big city out of hair Big city the dirt of the big city Pick an Ace from Toshiba. (Toshiba Computer) Acecomputers of t

5、he best quality among various brands of computers,Synecdoche,Id move mountains for her, but today Ill start with one extraordinary stone. (De Beers),Irony,If people keep telling you to quit smoking cigarettes, dont listentheyre trying to trick you into living. (American Cancer Society),Hyperbole,Wev

6、e hidden a garden full of vegetables where youd never expected. In a pie. 在你意想不到的地方，我們珍藏了滿(mǎn)園的蔬菜。那是在一個(gè)小小的餡餅里。 (American Bisquick Vegetable Pie) Shes got a style all her own. Her smile could heat up a nation Her fragrance captured a country (Perfume),Pun,Spoil yourself and not your figure. (Weight-Watc

7、her ice cream) “Spoil oneself”enjoy oneself to ones hearts content “Spoil ones figure”destroy the shape of ones body,Parody,Mentadents Advanced Formulas are pure genius. Great minds Brush alike. (Mentadent toothbrush),Rhetorical questions,“Why did KLM win the 1984 Passenger Service Award?” “Try them

8、!” (KLM Royal Dutch Airlines ),Parallelism,Well tell you the odds before they are out. Well publish what other publications dare not. Well give you inside information you wont find elsewhere. (TIME),Repetition,If its green, we reject it. If its too ripe, we reject it. If its bruised, we reject it. If its diseased, we reject it. If its dirty, we reject it. If its just right, we squash it. The tomato ketchup