摘要
广告已经成为人们生活的一部分。广告的目的就是诱导人们采取某种购买行为或接受某种观点。优秀的广告标题和口号能够吸引潜在的顾客,诱导消费者进一步阅读广告正文,从而采取购买行动。因而广告要成功,标题和口号必须具有独特性、诱导性、针对性、通俗性。为此,广告制作人往往在广告中大量使用修辞手段。
An advertisement has been becoming an integral part of one's life. Its main purpose is to persuade consumers to accept certain concepts and take purchasing actions. The title and slogan in a piece of successful advertisement not only attract some potential consumers, but convince them of further reading the contents of the advertisement and do some buying. An excellent advertisement must possess peculiarity, persuasion, purposefulness and popularization. Therefore, the advertisers usually apply some rhetoric devices to the advertisements. This paper appreciatively analyses such devices as pun, simile frequently used in advertising English.
出处
《郧阳师范高等专科学校学报》
2002年第2期68-72,共5页
Journal of Yunyang Teachers College
关键词
广告英语
辞格
探析
advertising English
rhetoric devices
analysis & appreciation
