从广告修辞看中西方价值观念异同

张 俐

（山西财经大学，山西 太原 030006）

0 Introduction

As a way of publicizing and transmitting information,advertising’s role can’t be underestimated because it is not only an artful technique in persuading people to buy,but also gradually has become a must for social communication,which in turn influences the development of society and economy.

1 Rhetorical Devices in Advertising English

In the paper,some rhetorical devices will be used as clues to the cultural value comparison;they are simile and metaphor and repetition.

Simile and metaphor

A simile is a figure of speech which compares two different things indirectly by applying the words “like”, “as”,or “than”.Even though both similes and metaphors are forms of comparison,similes indirectly compare the two ideas and allow them to remain distinct in spite of their similarities,whereas metaphors compare two things directly.A metaphor might read something like,“When Jake ran,he was a speeding bullet racing along the track.”

2 Value Similarities and Differences

2.1 Values similarities in advertising rhetoric

In East and West,the rhetoric devices used in advertising are alike in some respects.For example,in simile and metaphor,they both use analogical objects to compare with the products.

2.2 Values differences in advertising rhetoric

People can see many famous advertisements contain the differences,for instance,the NIKE advertisement:Nothing is impossible;and the LiNing advertisement:Anything is possible.They both use hyperbole,but we can see the westerns like to use the positive way to say something,but Chinese like to use negative way.This is a big culture difference.

3 Conclusion

It can be concluded that rhetoric devices are widely used in advertisement.The significance of the research includes:firstly,people can comprehend the difference values of east and west and communicate better with each other;secondly,it helps the English learners to take note to the rhetoric devices and find more interests from English advertisement;at last,it is good for the advertisement copywriters to create more meaningful and competitive advertisements,then make our life better.

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