1、Figure of Speech in English AdvertisementAbstractWith the development of economy, the improvement of peoples material and culture level, and the appearance of new media, there comes a great demand of advertisement. Advertisement successfully helps advertisers gain attention on their commodity from c
2、onsumers and thus promote its sales volume. And figure of speech used in advertisement plays a vital role in catching attention and making customer remember the goods. I will talk about the characteristics and significance of adverting English and give fifteen examples to analysis the figure of spee
3、ch in car advertisement.Commercial advertisement aims at grabbing customers heart and stimulating customers desire to buy their goods, so it carries characteristics of conciseness, vividness, appeal and emotionality. The enchantment of advertising English mainly lies in glossary, syntax, structures
4、and rhetoric devices. Among them, rhetoric devices contribute a lot to the promotion of sales of commodity. Using figure of speech gains peoples attention, gives people an enjoyment of beauty, and finally achieves business objectives. Therefore, it is important to researching advertising English. An
5、d the most significant thing is researching the figure of speech used in English advertisement.I will focus my analysis on car advertising by figuring out what figure of speeches are used, what effect does they achieve and why use it here.Here are some examples:1. Not all cars are created equal. (Mi
6、tsubishi Motors)It uses parody. It simulates a sentence from Declaration of Independence- “All men are created equal.” The use of parody makes the slogan not only innovative but also easy to catch peoples attention. Besides, it trips easily off the tongue and is easy to remember. It refers that Mits
7、ubishi Motors cars are better than others and they use better material and fittings.2. Finish the job in less time, with less fuel and less noise.It uses repetition. It emphasizes the word “less” three times, which is very catchy. People will remember that this car can finish the same thing in less
8、time, with less fuel and less noise. It is quicker, quieter and more economical.3. They will stay on the job longer than most employees. (Volvo)It uses personification. It assimilates the car to a man. It suggests that Volvo car is durable. How can people turn down a loyal and serviceable car?4. It
9、handles the road as easily as it handles Mother Nature. (Ford)It uses personification. It assimilates the car to a man. It implies that the Ford car can handle the road very neatly. You can trust Ford car that it can bring you sense of security as well as enjoyment of speed.5. Dont dream it. Drive i
10、t! (Jaguar cars)It uses imperative and antithesis. Imperative make it inflammatory. Action is better than excitement. Why dont you just drive it? The two sentences are same structurally; but they are contrary in mood, one is negative while another is affirmative. Using antithesis makes a slogan memo
11、rable.6. Grace. space. pace. (Jaguar cars)It uses end rhyme. Advertising language emphasizes the coordination of rhyme and tone. End rhyme makes the slogan full of sense of tone beauty. It is catchy and memorable.7. Today Tomorrow Toyota. (Toyota)It uses alliteration and climax. All words begin with
12、 same syllable. It is tuneful and memorable. It is simple but impressive. Tomorrow is higher than today. There seems to be no relevance between tomorrow and Toyota, but this is point. It refers that Toyota can make tomorrow better.8. Eye it - try it - buy it! (Chevrolet)It uses parallelism and imper
13、ative. Parallelism makes the slogan powerful and persuasive. Imperative makes you are full of impulse to buy Chevrolet.9. Think. Feel. Drive. (Saturn)It uses climax and imperative. It is brief, only three words, but powerful. Just think about the magnificence of Saturn, feel the wonderfulness of Sat
14、urn, then you want to drive it.10. Designed for living. Engineered to last. (Ford)It uses comparison. The two sentences are similar structurally, which makes the slogan memorable and trip easily off the tongue. Ford is designed for joy of life and Ford is durable.11. Everyone dreams of an Audi. (Aud
15、i automobiles)It uses hyperbole. It is not everyones dream to have an Audi actually. But using hyperbole can be effective to propagandize a commodity. Everyone includes you, includes every customer. Since you dream of an Audi why not buy one?12. Driving is believing. (Hyundai Motors cars)It uses par
16、ody .it simulate a proverbseeing is believing. It is refreshing and also easy to catch peoples attention. Besides, it trips easily off the tongue and is easy to remember. It refers that once you drive a Hyundai Motors car you will believe in it and love it.13. Isnt it time for a real car? (Buick car
17、) It uses rhetorical question. The function of the rhetorical question is to emphasize ideas, render the atmosphere, and enhance the language power. The answer is clear that it is time for a real Buick car.14. The Car that Cares. (Kia Motors)It uses alliteration and personification. Car and Cares be
18、gin with same syllable. It is tuneful and memorable, simple but impressive. Giving a caring character to a car, this is sweet and smart. People will love caring Kia Motors.15. Like always. Like never before. (Saturn)It uses antithesis. The two sentences seem to be contrast, but on the second thought
19、 the arrangement is amazing. Using antithesis can focus peoples attention and make them doubtful and want to figure it out. In addition, it is easy to remember. It refers that the Saturn car is as marvelous as always before and there are some innovative differences from before.English advertisement usually uses varieties of figure of speeches to catch customers attention, express the traits the commodity, and lead people to buy it. English advertisement wont be so colorful without figure of speech.
