1、Rhetorical Devices In Advertising English,Rhetorical devices are variations of literal or ordinary form of expressions. Their use is to make the thought more striking and effective(更顯著、更有效), for they have the power to vivify and illustrate（賦予生命力）. Advertisers often use various rhetorical devices to

2、increase the readability(可讀性) and appeal（吸引力） of an advertisement and to arouse consumers interest of buying the product.,Simile & Metaphor 比喻,Accordingtothesimilarityoftwo differentkindsofthings,oneisused to describetheother,whichcan betterdescribe orrender characteristics ofthings.,Featherwater, l

3、ight as a feather. （Featherwater牌眼鏡的廣告）法澤瓦特眼鏡輕如羽毛。 Similesareusedinadvertisementstovividly highlightthecharacteristicsoftheproduct, therebyto impressthecustomers.,Youd better off under the Umbrella. （旅游保險(xiǎn)公司的廣告）你最好在保護(hù)傘下。 MetaphorisafiguretodirectlydescribeAasB,therelationshipbetweenthemandtheir simil

4、aritiesareimplicit,soastoexplainthings morevividlyandmoreprofoundly.,Antithesis 對(duì)偶,Antithesis is a counter-proposition （相對(duì)的命題）and denotes（表示） a direct contrast to the original proposition.,1. The Winter Sports Car Hot When Its Cold. （賽車廣告）在冬天賽車仍然熱賣。 “hot”與“cold”這對(duì)反義詞相映成趣，表明冬季賽車銷售依然火爆。 2. Tides In. D

5、irts Out. （汰漬洗衣粉的廣告）干凈進(jìn)來，骯臟出去。 “in”和“out”兩個(gè)反義語，形象地顯示出汰漬洗衣粉的去污力。,In setting the opposite, an individual brings out a contrast in the meaning by an obvious contrast in the expression. This special pattern can attract peoples attention and easily keep it in mind.,Personification 擬人,Inanimate（沒有生命的） obj

6、ects or abstractions（抽象的） are endowed with（被賦予） human qualities or are represented as possessing human form.,It handles the road as easily as it handles Mother Nature. （福特Ford汽車廣告）他能很輕松地對(duì)付道路。 Unlike me, my Rolex never needs a rest. 和我不一樣，我的勞力士手表從不需要休息。,Thus, the product could have human emotion, and

7、 looks amicable（友好的） to consumers. It adds beauty and vividness to description.,Parallelism 排比,Parallelism means giving two or more parts of the sentences a similar form so as to give the whole a definite pattern.,M & Ms melt in your mouth, not in your hands. 只溶在口，不溶在手（瑪氏巧克力以干凈方便聞名）。 The CORDIA, sha

8、ped by the wind, born for the road. CORDIA汽車，流線型設(shè)計(jì)，天生適于道路行駛。,Its a balance of two or more similar words, phrases, or clauses. The application of parallelism in sentence construction can sometimes improve writing style clearness and readability.,Alliteration 押頭韻,Alliteration is the repetition of the

9、initial consonant cluster（輔音連綴） in stressed syllables（音節(jié)）. Alliteration is usually used to form a connection of similarity or a connection of contrast.,Hi-Fi, Hi-Fun, Hi-Fashion, only from Sony. 高保真，高樂趣，高時(shí)尚，只來自索尼。 Sea, sun, sand, seclusionand Spain! 大海、太陽、沙灘、幽靜西班牙！ Sweet, Smart & Sassy! (美國(guó)Sunkiss 柑

10、橘?gòu)V告)味道甜美,外形可愛,香味濃烈。,Hi-fi = high fidelity 高保真 Seclusion：與外界隔絕 Sassy: 充滿活力的, 時(shí)髦的,Have the effect of highlighting the characteristics of the product, deepening the impression of readers. To the readers, its a enjoyment of visual and music beauty. 運(yùn)用押頭韻起到了重點(diǎn)突出、加深印象的作用,給讀者以視覺美和音樂美的享受。,Hyperbole 夸張,Hyper

11、bole is a common figure of speech popular known as exaggeration or overstatement to achieve emphasis.,1. Take Toshiba, take the world. 擁有東芝，擁有世界 2. Now Sony turns your living room, you car and your backpack into a concert hall. （索尼音響裝置廣告）索尼音響把你的客廳、汽車和背包都變成音樂廳！,Its not the same as telling lies. With hyperbole, there is n