1、ABRIEFANALYSISONTHELANGUAGECHARACTERISTICSOFENGLISHADVERTISEMENTS摘要随着世界各国交流的日益广泛和经济全球化进程的进一步加快，英语广告已成为人们生活不可缺少的一部分。真可谓是广告生活化，生活广告化。作为英语广告主要载体的广告英语在努力体现除了有帮助消费者认识商品的作用外，还有诱发消费者感情，引起购买欲望、促进消费行动的心理功能，遗留给消费者以美感享受的美学功能的过程中，逐渐形成了自己鲜明的特点。本文探讨英语广告的语言特点，以便我们能欣赏并写出更好的英语广告语篇。文章首先讨论广告的定义原则及作用，说明英语广告研究的重要性。接着探讨英
2、语广告的主要用词特点，集中讨论简单的英语动词、形容词和复合词等；然后论述英语广告的句法特点，聚焦于英语广告的常用句子及其功能；文章正文的最后部分讨论英语广告中常见的主要修辞手段，包括明喻、隐喻、拟人、押韵、反复等。本文作者衷心希望此论文的分析结果能给英语广告的写作者以及广告英语的学习者提供帮助。关键词广告英语，词汇，句法，篇章ABSTRACTWITHINCREASINGCOMMUNICATIONINTHEWORLDANDACCELERATIONOFECONOMICGLOBALIZATION,ENGLISHADVERTISINGHASFOUNDITSWAYINTOPEOPLESLIFEWHICH
3、REALLYREVEALTHEINTEGRATIONBETWEENADVERTISEMENTSANDLIFETHEADVERTISEMENTISAVERYIMPORTANTWAYTOEXPRESSINFORMATIONTOPUBLICITCANNOTONLYHELPPEOPLETOUNDERSTANDSOMEKNOWLEDGEOFTHEPRODUCTS,BUTALSOATTRACTPEOPLESGREATERDESIRETOBUYTHEPRODUCTS,IMPROVETHETRADEANDLEAVEABEAUTIFULIMPRESSIONONTHEPEOPLESOITHASITSOBVIOUS
4、CHARACTERISTICSINTHESEFUNCTIONSTHISTHESISMAKESANATTEMPTTOEXPLORETHELANGUAGECHARACTERISTICSOFENGLISHADVERTISEMENTSSOTHATWEMAYBEABLETOAPPRECIATEANDWRITEENGLISHADVERTISINGTEXTSBETTERTHETHESISATTEMPTSTOAPPROACHTHEMAINLANGUAGECHARACTERISTICSANDDEFINITIONOFENGLISHADVERTISEMENTS,THEBASICFUNCTIONOFADVERTISI
5、NGANDTHEPRINCIPLEOFADVERTISINGTELLUSTHEIMPORTANTOFRESEARCHINGENGLISHADVERTISEMENT,THEN,TALKINGABOUTTHEMAINLEXICALCHARACTERISTICSOFENGLISHADVERTISEMENTS,SUCHASVERBADJECTIVECOMPOUNDWORDSANDSOONANDTHEN,TELLINGTHESYNTACTICCHARACTERISTICSOFENGLISHADVERTISEMENTS,FOCUSONTHEFREQUENTLYUSEDSENTENCEANDFUNCTION
6、THELASTPARTOFTEXTISTHEFREQUENTLYUSEDRHETORICAL,INCLUDINGSIMILEMETAPHORPERSONIFICATIONRHYMEREPETITIONETCITISHOPEDTHATTHESTUDYCANSHEDLIGHTONTHELANGUAGEFEATURESOFADVERTISEMENTSANDALSOPROVIDEHELPTOCOPYWRITERSANDADVERTISINGENGLISHLEARNERSKEYWORDSENGLISHADVERTISEMENTS,LEXICAL,SYNTACTIC,RHETORICALCONTENTSI
7、NTRODUCTION11BRIEFINTRODUCTION12KEYPOINTS13RATIONALEOFTHESTUDY1ADVERTISING21DEFINITIONOFADVERTISING22THEFUNCTIONSOFADVERTISING23PRINCIPLEOFADVERTISING2ADVERTISINGLANGUAGE31DEFINITIONOFLANGUAGE32ADVERTISINGLANGUAGE33THECHARACTERISTICSOFADVERTISINGLANGUAGE3CONCLUSION12ACKNOWLEDGEMENT错误未定义书签。REFERENCES
8、121INTRODUCTION1BRIEFINTRODUCTIONNOWADAYSWEFINDOURSELVESSURROUNDEDBYALLKINDSOFADVERTISEMENTSEVERYDAYANDEVERYWHEREADVERTISINGPROVIDESAVALUABLESERVICETOSOCIETYANDITSMEMBERSITDEFINESFORCONSUMERSTHEMEANINGANDTHEROLEOFPRODUCTS,SERVICES,ANDINSTITUTIONSITINDICATESTHEDIFFERENCETHATEXISTSBETWEENBRANDSOFPRODU
9、CTSANDALTERNATIVESERVICES,ASWELLASTHEDISTINGUISHINGCHARACTERISTICSOFCOMPANIESANDINSTITUTIONSSOADVERTISINGBECOMESINDISPENSABLEINTHEMODERNWORLDASATOOLOFCOMMUNICATION,LANGUAGEISTHESOULOFANADVERTISEMENTITPLAYSANIMPORTANTROLEINADVERTISINGASASPECIALKINDOFLANGUAGE,ADVERTISINGLANGUAGEISVERYDIFFERENTFROMOTHE
10、RLANGUAGEITHASBECOMEANIMPORTANTMEANSOFCOMMUNICATINGIDEAS,DEMONSTRATINGAVARIETYOFLINGUISTICFEATURESOFITSOWN,THESEFEATURESINMORPHOLOGY,SYNTAX,ANDRHETORICALDEVICESTHISPAPERWILLFOCUSONTHECHARACTERISTICSOFADVERTISINGLANGUAGEITISHOPEDTHAT,BYANALYZINGTHECHARACTERISTICSOFADVERTISINGLANGUAGE,BRINGINGTHECONSU
11、MERSTOLIGHT,ANDOFFERINGHELPTOADVERTISEMENTWRITERSANDLANGUAGELEARNERS2KEYPOINTSTHISPAPEREXPLAINSWHATISADVERTISING,WHATISLANGUAGE,THEFUNCTIONOFADVERTISING,WHICHCANHELPREADSUNDERSTANDADVERTISINGBETTERTHETHIRDPARTISTHEKEYSTONETHATDETAILEDINCHARACTERISTICSOFADVERTISINGLANGUAGEMANYSUCCESSFULADVERTISEMENTS
12、AREGIVENTOHELPTHECONSUMERSTOCOMPREHENDTHESECHARACTERISTICS3RATIONALEOFTHESTUDYNOWWELIVEINAWORLDOFADVERTISINGADVERTISEMENTSINENGLISHHAVEBECOMEANIMPORTANTMEANSOFCOMMUNICATINGIDEAS,DEMONSTRATINGAVARIETYOFLINGUISTICFEATURESOFITSOWNTHEWIDEUSEOFADVERTISINGHASCREATEDASPECIALSTYLEOFENGLISHADVERTISINGENGLISH
13、ITSOFUNIQUEFEATURESSIMPLELANGUAGEANDIMMERSEATTRACTIONSEPARATEITFROMOTHERKINDOFLANGUAGEINTHEPROCESSOFTHEDEVELOPMENTOFADVERTISINGENGLISH,THISKINDOFLANGUAGEHASFORMEDITSOWNFEATURESINSEVERAL2ASPECTSADVERTISING1DEFINITIONOFADVERTISINGTODAY,ADVERTISINGBELONGSTOTHEMODERNINDUSTRIALWORLD,ANDTOTHOSECOUNTRIESWH
14、ICHAREDEVELOPINGANDBECOMINGINDUSTRIALIZEDWITHTHEDEVELOPMENTOFTHETECHNOLOGYANDTHEDIVERSITYOFTHEMASSMEDIA,ADVERTISINGHASINFLUENCEDUSPERVASIVELYINOURDAILYLIFEACCORDINGTOTHEDEFINITIONCOMMITTEEOFAMERICANMARKETINGASSOCIATION,ADVERTISINGISDEFINEDASFOLLOWSADVERTISINGISTHENONPERSONALCOMMUNICATIONOFINFORMATIO
15、NUSUALLYPAIDFORANDUSUALLYPERSUASIVEINNATUREABOUTPRODUCTS,SERVICESORIDEASBYIDENTIFIEDSPONSORSTHROUGHTHEVARIOUSMEDIA2THEFUNCTIONSOFADVERTISING21MARKETINGFUNCTIONADVERTISINGPROMOTESSALESANDPROFITS,BYMAKINGPEOPLEAWAREOFPRODUCTS,SERVICEANDIDEAS22SOCIALFUNCTIONADVERTISINGISONEOFTHEMAJORFORCESTHATAREHELPIN
16、GIMPROVETHESTANDARDOFLIVINGAROUNDTHEWORLD23COMMUNICATIONALFUNCTIONADVERTISINGTELLSTHECONSUMERWHATASPECIFICPRODUCT,BRANDORSERVICESHOULDDOWHENITISUSEDANDTHUSHELPSHIMORHERTOUNDERSTANDANDEVALUATEEXPERIENCEWITHTHEPRODUCTSANDSERVICESTHATHEORSHEUSESANDOTHERSBASICFUNCTIONSOFADVERTISINGAREEDUCATIONEFFECT,ENC
17、OURAGEMENTOFCOMPETITION,GUIDANCEOFCONSUMPTION,PROMOTIONOFSALESANDTRANSMISSIONOFINFORMATION3PRINCIPLEOFADVERTISINGTHEPRINCIPLEOFPOSSESSIVENESSTHEPASSIVEVOICEISUSUALLYAVOIDEDBECAUSETHE3PASSIVEVOICEGIVESTHEAUDIENCEANINDIRECTANDUNNATURALFEELINGINDAILYCOMMUNICATION,PASSIVEVOICEISSELDOMUSEDSOISINADVERTISE
18、MENTSOTHERSPRINCIPLEOFADVERTISINGAREPRINCIPLEOFARTISTRY,PRINCIPLEOFCREDIBILITY,PRINCIPLEOFSCIENCEETCADVERTISINGLANGUAGE1DEFINITIONOFLANGUAGELANGUAGEISINSTRUMENTALINTHATCOMMUNICATINGBYSPEAKINGORWRITINGISPURPOSEFULACTITISSOCIALANDCONVENTIONALINTHATLANGUAGEISASOCIALSEMIOTICANDCOMMUNICATIONCANONLYTAKEPL
19、ACEEFFECTIVELYIFALLTHEUSERSSHAREABROADUNDERSTANDINGOFHUMANINTERACTIONINCLUDINGSUCHASSOCIATEDFACTORSASNONVERBALCUES,MOTIVATIONANDSOCIOCULURALROLESLANGUAGELEARNINGANDUSEAREDETERMINEDBYTHEINTERVENTIONOFBIOLOGICAL,COGNITIVE,PSYCHOSOCIALANDENVIRONMENTALFACTORS2ADVERTISINGLANGUAGEINMODERNSOCIETY,ADVERTISE
20、MENTTAKESMANYFORMS,INMOSTOFWHICH,HOWEVER,LANGUAGEISOFCRUCIALIMPORTANCEADVERTISINGLANGUAGEASASPECIALKINDOFLANGUAGEISVERYDIFFERENTFROMCOMMONLANGUAGEITHASITSOWNCHARACTERISTICSINSTYLISTICANDRHETORICALDEVICESSIMPLEANDATTRACTIONARETWOGENERALFEATURESOFENGLISHADVERTISEMENTTOSELLCOMMODITIESORINCREASESALESIST
21、HEULTIMATEGOALOFADVERTISEMENT,WHICHDECIDESTHATITSLANGUAGESHOULDBESIMPLEANDSWEET3THECHARACTERISTICSOFADVERTISINGLANGUAGE31LEXICALFEATURES311USEOFVERBSTHEULTIMATEPURPOSEOFADVERTISINGISTOPERSUADECONSUMERSTOBUYITSPRODUCTS,SOTHEADVERTISERSTRYTHEIRBESTTOPROMOTETHEIRPRODUCTBUTADVERTISEMENTSSELDOMUSETHEWORD
22、BUYINITBECAUSETHEYDONTWANTTOGIVETHECONSUMERSAFEELINGOFSPENDINGTHEIRMONEYTHEREFORE,THECHOICEOFVERBSISVERYCAREFULINADVERTISINGGNLEECH,ENGLISHLINGUIST,LISTS20MOSTUSEDVERBSINHISENGLISHINADVERTISING4LINGUISTICSTUDYOFADVERTISINGINGREATBRITAINTHEYAREMAKE,GET,GIVE,HAVE,SEE,BUY,COME,GO,KNOW,KEEP,LOOK,NEED,LO
23、VE,USE,FEEL,LIKE,CHOOSE,TAKE,START,TASTEHEREARESOMEEXAMPLESOFHOWTHESEWORDSCANBEUSED1WELLMAKETHISQUICKHERTZCARRETURN2GETGREATCOVERAGETHATSSOWEIGHTLESSANDWATERFRESHALMAY3ALLYOUNEEDISATASTEFORADVENTUREMILLSTONECOFFEE4DONTHAVEMUCHOFAPERSONALITYBUYONEHONDAMOTOR5GETTINGPLACESINTHEBUSINESSWORLDISEASIERIFYO
24、URBANKERISTHERETOMEETYOUSECURITYPACIFICASIANBANK312TSEOFADJECTIVESTHEMOSTFREQUENTLYUSEDADJECTIVEAREASFOLLOWSNEW,GOODBETTER,BEST,FINE,COMFORTABLE,WELL,LASTING,FAST,EFFICIENT,SUPERB,TOP,UPTODATE,HOT,WARM,COOL,EASY,CONVENIENT,YOUNG,HEALTHY,CLEAN,SAFE,THESEADJECTIVESHELPTOBUILDAPLEASANTPICTUREINREADERSM
25、INDSANDMANAGETOCREATEABELIEFINTHEPOTENTIALCONSUMERIFIBUYTHISPRODUCTORIFICHOOSETHISSERVICE,IWILLLEADABETTERLIFEINADVERTISEMENTS,ADJECTIVESRENDERTHELANGUAGEMORECOLORFULANDENHANCETHEATTRACTIVENESSOFTHEADVERTISEDPRODUCTTHEREFORE,ADJECTIVESARECALLEDTHEBLOODINBUILDINGUPANADVERTISEMENTTEXTFORSOMEEXAMPLES1N
26、OTHINGCOMESCLOSERTOHOMEVEGETABLEANDCHICKENPASTABAKE2ONCE,ONLYTHEMOSTEXPENSIVEPAPERMADEGREATCOVERSTHATWASBEFORENEWSCOTTCOATEDCOVERSCOT3THINKLYSOLISTHEBESTDISINFECTINGSPRAYDISINFECTINGSPRAY313THEWIDEUSEOFTHELOANWORDSTHELOANWORDSINSOMEADVERTISEMENTAREGOODMETHODSTOEXPRESSTHEEXOTICISMOFTHEPRODUCTSANDTHES
27、ELOANWORDSCARRYAVIVIDTONEOFTHECOUNTRIESTHEYAREORIGINATEDFROMKIMONO和服,SAKE日本酒,SUSHI寿司,TEACULTURE茶道,5TOUFU豆腐,TAEKWONDO跆拳道,KUNGFU功夫,ETCTHESEWORDSJUSTTAKETHENATIVETONGUESSOUNDTOCREATEANEWENGLISHWORDITHASBEENACCEPTEDBYMANYENGLISHNATIVESPEAKERSFORSOMEEXAMPLES1WEHAVETHECHIEFCHEFFROMPARIS2THISISAREALLACUSIN
28、EFROMTHESUNSHONESOUTHPARTOFFRANCE3BONAPPETITEISYOUREXPECTATIONANDOURPROMISE314FREQUENTUSEOFCOMPOUNDSCOMPOUNDINGISTHECREATIONOFANEWWORDBYJOININGTWOORMOREWORDSWORDSFORMEDINTHISWAYARECOMPOUNDSCOMPOUNDSAREVERYOFTENUSEDINENGLISHADVERTISEMENT,BECAUSETHECOMPOUNDWORDSAREBREVITYANDVIVIDNESSITHASFEWLIMITSINGR
29、AMMARANDWORDORDERTHEMOSTIMPORTANT,COMPOUNDSMAKEADVERTISINGCOPIESMOREEYECATCHINGANDEASIERTOIMPRESSCURIOUSMINDSCOMPOUNDWORDSARENOTRESTRICTEDBYWORDORDERANDCANBEFLEXIBLYPUTTOGETHERTOFORMNEWWORDSTHEREFORE,THEYAREINCREASINGLYUSEDBYTHECOPYWRITERSCOMPOUNDWORDSCANBEDIVIDEDINTOTWOMAJORGROUPSNOUNNOUNNOUNADJECT
30、IVENOUNGERUNDNOUNPRESENTPARTICIPLENOUNVERBNOUNNOUNVERBADVERBVERBVERBADVERBADJECTIVENOUNADJECTIVEADJECTIVEADJECTIVEPRESENTPARTICIPLEADJECTIVENOUNPRESENTPARTICIPLENOUNPASTPARTICIPLEADJECTIVEPRESENTPARTICIPLE6ADJECTIVE/ADVERBPASTPARTICIPLEACCORDINGTOTHESERULES,ADVERTISEMENTCOPYWRITERSPREFERCOMPOUNDWORD
31、SVERYMUCH,WITHWHICHTHEYCANCREATEALOTOFNEWVIVIDANDSTRIKINGWORDSFOREXAMPLE1THEANYTIMECEREAL2FIFTEENHAPPYFAMILYMENUS3COLORFRESHNESS4EGGPITS5JELLYADDICT6TIMESAVINGOVEN315THEFIRSTPERSONALPRONOUNISUSEDINTHEADVERTISEMENTPRONOUNSOFTHEFIRSTANDSECONDPERSONWE,IANDYOUOUTNUMBERTHEOTHERPRONOUNSINADVERTISEMENTSTHE
32、FIRSTREASONIS,YOU,WEANDIHELPCREATEAFRIENDLIKEINTIMATEATMOSPHERETOMOVEANDPERSUADETHEAUDIENCESECOND,THEAUDIENCEWILLEASILYACCEPTAPRODUCT,ASERVICEORANIDEAASIFAGOODFRIENDRECOMMENDEDTHEMINOTHERWORD,ITMAKESCUSTOMERFEELTHATWHATISSAIDWORTHTRUSTINGASTHESTORYTELLERISONEOFTHECUSTOMERSACTUALLYTHEFOLLOWINGEXAMPLE
33、CANSHOWHOWEFFECTIVETHISTONECANBE1WHATCANWEDOFORYOUSOCOMEONANDJOINUSASWECELEBRATEMILLENNIAMANIASINGAPORE2IVEREPLACED1,453DIAPERS,AND18BABYSITTERS,BUTNEVERTHEBULBSINCEIBECAMEADADTWOYEARSAGOABULBMANUFACTURER316CONTRACTIONWORDSASKNOWNBYALL,THELANGUAGEOFADVERTISINGWORDSISALWAYSSHORTANDSIMPLETHEREARELOTSO
34、FCONTRACTIONWORDSINADVERTISINGTHEREAREMAINLYTWOREASONSTHEADVERTISINGFEESWILLBEVERYHIGHIFTOOMANYWORDSAREUSEDANDTHEMOSTIMPORTANTISTHATITISMOREMEMORABLESOITSESSENTIALTOUSESOMECONTRACTIONTOCUTTHELENGTH,REDUCETHECOSTANDMAKEADVERTISEMENTSEASILYUNDERSTOODFORSOMEEXAMPLES1TOLETORFORSALEFURNISHEDEDINBURGHCOUR
35、T,426ARGYLYST,2NDFLOOR,1,630SQFT4BEDROOMSWITH7DININGANDLIVINGROOM,PRIVEGARAGESALEAT130,000RENT1,400TEL,38954OFFICETIMEOR823748THISISANADVERTISEMENTTORENTORSELLAHOUSETHEREAREMANYCONTRACTIONS,SUCHASSTSTREET,SQSQUARE,FTFOOT,TELTELEPHONE317ORIGINALITYINSPELLINGINSOMEOFADVERTISEMENTS,THEADVERTISINGCOPYWR
36、ITERMISSPELLSSOMEWORDS,ALTHOUGHTHENEWWORDSSTILLKEEPTHEORIGINALMEANINGS,THEYAREQUITEDIFFERENTFROMTHEORIGINALWORDSINSPELLING,WHICHWILLMAKETHEADVERTISEMENTMOREVIVID,INTERESTINGANDATTRACTIVEEG1WEKNOWEGGSACTLYHOWTOSELLEGGSINTHISADVERTISEMENT,EGGSACTLYISTHEVARIATIONOFEXACTLY,ANDECHOTHEWORDEGGSATTHEENDOFTH
37、ESENTENCE2THEORANGEMOSTESTDRINKINTHEWORLDINTHISDRINKADVERTISEMENT,THEWORDORANGEMOSTESTACTUALLYISORANGEMOSTESTITUSESTHISWORDTOEXPRESSTHEHIGHQUALITYANDPURITYOFTHEDRINK32SYNTACTICFEATURES321MORESIMPLESENTENCES,LESSCOMPLEXSENTENCESITWILLGETBETTEREFFECTTOUSESIMPLESENTENCESTHANCOMPLEXSENTENCES,IFTHEREADER
38、HESITATESATANUNKNOWNWORD,ATTENTIONISLOSTTHEREFOREEVERYWORDMUSTBEEASILYUNDERSTOODANDTHEREMUSTBENOAMBIGUITYANDSHOTWORDS,SHOTSENTENCES,SHOTPARAGRAPHSHELPTODEMONSTRATETHEMESSAGEANDMAKEITEASYANDQUICKTOREADANDABSORBOFCOURSESIMPLESENTENCECANREDUCETHECOSTOFADVERTISINGSAMPLEROUGEIDOLEINDELIBLYDIVINELIPCOLOUR
39、COLOURTHATKISSED,BUTNEVERTELLS,ENDLESSCMFORT,ONLYLANCOMEMADEINDELIBLELIPCOLOURFEELSODIVNE8ROUGEDIOLE322FREQUENTUSEOFQUESTIONSCOMPAREDWITHOTHERVARIETIESOFTHEENGLISHLANGUAGE,ENGLISHADVERTISEMENTALSOCLAIMSAMULTITUDEOFINTERROGATIVESENTENCESORQUESTIONS,BECAUSEINTERROGATIVESENTENCESAREQUICKANDEFFECTIVETOA
40、ROUSEREADERSRESPONSEINTERROGATIVESCANBECLASSIFIEDINTOFOURTYPESYES/NOINTERROGATIVESGENERALQUESTIONS,TAGQUESTIONS,WHQUESTIONSSPECIALQUESTIONSANDALTERNATIVEQUESTIONSINADVERTISING,EXCEPTTHELASTTYPE,THEOTHERTHREEAREALLFREQUENTLYEXPLOITEDFOREXAMPLE1WHYNOTLETTHEWORLDLARGESTESTATESALESORGANIZATIONHELPSYOU2D
41、INNERDONEDOMINOSPIZZA3AREYOUSTILLFEEDINGYOURSIXMONTHOLDANINFANTFORMULA323FREQUENTUSEOFIMPERATIVESENTENCESTHEIMPERATIVESENTENCESHAVEAMEANINGOFCLAIMING,CALLINGANDCOMMANDINGANDIMPERATIVESALWAYSCARRYREQUEST,INSTRUCTION,COMMANDANDPERSUASIONINTHEMSIMILARLYTHEULTIMATEPURPOSEOFADVERTISEMENTISTOPROMPTCONSUME
42、RSTOPURCHASETHEADVERTISEDPRODUCTSANDPERSUADEANDURGECONSUMERSTOACCEPTITSPRODUCTORSERVICETHEREFORE,THEIMPERATIVESENTENCESAREWIDELYUSEDINMANYADVERTISEMENTS1HAVEALITTLEFRUITAFTERDINNERTHISISANADVERTISEMENTOFJUICEDRINKBYTHEWAYOFSOMEINDIRECTMETHODSITENCOURAGESTHEREADERSTOBUYTHEPRODUCT2GIVEYOURHAIRATOUCHOF
43、SPRINGTHEHAIRCARINGADVERTISEMENTUSESTHEWORDSPRINGWHICHCARRIESTWOMEANSTHECOLORANDTHEFLEXIBILITYOFHAIR324DISJUNCTIVECLAUSEDISJUNCTIVECLAUSEISUNIQUEFORADVERTISINGENGLISH,WHICHSEPARATESALONG,COMPLEXSENTENCEINTOSEVERALSIMPLESENTENCESBYUSINGFULLSTOP,DASH,SEMICOLON,HYPHEN,ETCTHOSESENTENCESAREINDEPENDENTINF
44、ORM,BUTARERELATEDINTHECONTENTTHEUSEOFDISJUNCTIVECLAUSECOULDADDMOREINFORMATIONANDSAVEMORESPACEAND9MONEYTHESEPARATEDPARTSAREUSUALLYTHEFEATURESOFTHEPRODUCT,SOTHATTHEYCOULDEMPHASIZETHEGOODPOINTSOFTHEPRODUCTTHEREISANEXAMPLEOFAMTRAK,WHICHHASSUCCESSFULLYUSEDTHEDISJUNCTIVECLAUSESAMTRAKHASCREATEDANEWNATIONWI
45、DEPASSENGERRAILSYSTEMLITERALLYFROMTHEGROUNDUPASYSTEMTHATREPRESENTEDAVIABLEALTERNATIVEFORPEOPLEWHOFLYFORBUSINESSORPLEASURE33RHETORICALAPPROACHESINENGLISHADVERTISEMENT331SIMILESIMILEISAFIGUREOFSPEECHINWHICHTWOESSENTIALLYUNLIKETHINGSARECOMPARED,OFTENINAPHRASEINTRODUCEDBYLIKEORAS1LIGHTASABREEZE,SOFTASAC
46、LOUD2RIDELIKEAFEATHERINYOURPOCKET332METAPHORAMETAPHORISANIMPLIEDCOMPARISONBETWEENTWOTHINGSWHICHAREOFUNLIKENATUREBUTWHICHHAVEONEORMOREFEATURESINCOMMONMETAPHORISWIDELYUSEDINADVERTISINGLANGUAGEITSERVESASAMEANSBYWHICHTHEREADERISLEDTOBRINGHISOLDKNOWLEDGETOBEARUPONTHECOMPREHENSIONOFANEWIDEABYUSINGMETAPHOR
47、S,COPYWRITERSUSUALLYASSOCIATETHEIRPRODUCTSWITHSOMETHINGTHATISUNIVERSALLYREGARDEDASPOSITIVEINSHORT,THEUSEOFMETAPHORISTOMAKETHEPRESENTATIONOFTHEADVERTISINGMORESTRIKINGANDEFFECTIVE1FRESHFOODANDFRESHAIRTHEPERFECTRECIPEFORAHEALTHYLIFE,IVECHOSENITSCANDYINTHEADSOFTHEREFRIGERATOR,“FRESHFOODANDFRESHAIR“ISCOM
48、PAREDTO“THEPERFECTRECIPEFORAHEALTHYLIFEITISLIVELYANDVIVID333PERSONIFICATIONPERSONIFICATIONISAFIGUREOFSPEECHTHATGIVESLIFEANDPERSONALATTRIBUTESTOINANIMATEOBJECTSANDTHATINANIMATEOBJECTSORABSTRACTIONSAREENDOWEDWITHHUMANQUALITIESORAREREPRESENTEDASPEOPLEPERSONIFICATIONCANGIVELIVESORPERSONALATTRIBUTESTOCOM
49、MODITIES,ANDMAKETHECOMMODITIESADVERTISEDFULLOFFEELINGSSOAS10TOSTRENGTHENITSAFFINITYTHEUSEOFPERSONIFICATIONINADVERTISINGWILLENDOWTHEPRODUCTSWITHHUMANEMOTIONSANDCHARACTERISTICSANDWILLMAKETHEMAMICABLETOCONSUMERSFOREXAMPLE1FLOWERSBYINTERFLORASPEAKFROMTHEHEARTINTERFLORA2WEAREPROUDOFTHEBIRTHPLACESOFOURCHILDREN,THEGRAPESOFALMADENONOURCLASSICVARIETALWINES,YOUWILLFINDTHEBIRTHPLACESOFOURCHILDRENALMADEN3UNLIKEME,MYROLEXNEVERNEEDSARESTROLEXWATCHROLEXISPERSONIFIEDANDENDOWEDWITHHUMANSACTIONMYROLEXNEVERNEEDSARESTTHISSUGGESTSTHEWATCHISVERYPOWERFULANDCLOCKCORRECTLYTHEPERSONIFI
