Figures of Speech in Advertising English(5)

英语论文

buy the watch.

2.4 Parallelism

Phrases or clauses having the same function and importance must have the same grammatical form. Parallel constructions which express parallel ideas give emphasis, clarity, and coherence to sentences. Parallelism falls on word-to-word parallel structure. It usually extends the previous idea to reinforce its selling points. With its parallel, tidy and compact structure, parallelism reflects a clear image of the goods or company. Sentence of this structure are forceful and energetic, containing the power of confidence. In the following are some advertisements which apply to parallelism .* [1]Share moments. Share life. (roll film) * good teeth, good health. ( Colgate)* Tide's in, dirt's out * We lead. Others copy. * No business too small, no problem too big. (advertisement for icecream) .These several advertisements take advantage of parallel, tidy and compact structure and strengthen their value forcefully. [2] It‘s a written language…. It‘s an oral language…. It‘s an electronic language…. It‘s an interactive language…. And it‘s a language…. The headin g of this piece of advertisement is ―Business has a universal language .It consists of two words‖. Each sentence of the advertisement begins with the same structure and form parallelism. This kind of use has stressed the content of advertisement and caught people‘s attention.[3] We will tell you the odds before they are out． We will publish what other publications dare not． We will give you inside information you won‘ find elsewhere．(MAGAZINE) The advertisement is about a magazine．Parallelism is used in the advert to show the special character of their magazine. Each sentence led by ―we will‖ appears in the last part of the advert to draw people‘s attention.

2.5 Repetition

The same sentence appears repeatedly in order to display intense emotion and impression; it is one of the common rhetoric tactics ---- Repetition. Multiple consumers expose to an advertisement over a period of time. Repetition has been proven to increase recall and comprehension, particularly if the message is complex. For example: ⑴Whatever you‘re eating,drink Maeus Rose.Always light,always fresh,always chilled,always right.( advertisement of wine) This advertisement use four―always‖，which especially stress this kind of wine‘s excellent quality.The estimate of the wine from is always very good and the propaginda effece is markable all the time.[2]Baby Gap is gift Baby Gap is newborn Baby Gap is spring Baby Gap is jeans — Baby Gap Clothing This advertisement is about Baby Gap Clothing. The word ―Baby Gap‖ is repeated four times timely, making the best use of the name of brand--Baby Gap, and giving abundant association to customers. The repetition of key words and same structures is one of important means to reinforce tone, protrude information , connect relationship between the preceding and the following , and emphersis the importance of this kind of baby clothing. Usually, there is certain tempt in such repetitions; as for some customers in two minds, it seems as a thrust to buy the products undoubtedly. [3] Feeding time. Bathe time. Bed time. Mom time. Emailing moments the moments they happen. Experience Nokia Miseries multimedia at /n series . (Nokia cell phone advertisement) The "time" is used four times in this advertisement language of the products which makes people feel that its products are suitable any time, and stress the multi-function of this product. [4] You can‘t Xerox a Xerox on a Xerox． This is an advertisement about the printer of Xerox Company. The word ―Xerox‖ is used three times in the sentence, but each of them has different means. The first ―Xerox‖ refers to the action of coping, but the second is a noun which means coping materials. And the last word ―Xerox‖ is the brand of the copying machine. Three times repetition of the word ―Xerox‖ plays the role of strengthening customers‘ impression of the coping machine.[4] Free Hotel! Free Meals! Free Transfers! For a free ―Stay-on-the-Way‖ in Amsterdam, you can rely on Kim. (advertisement of tourism). This advertisement use brief language ang brisk rhythm to