Analysis on Rhetoric Means in English Advertising

【Abstract】advertising as an applied language is a widely used exchanging medium in our society.This thesis is written mainly from three perspectives of phonetic rhetoric，lexical rhetoric，and syntactical rhetoric.By analyzing the application of rhetorical means in English advertising，the author explains the functions and results of these means.

【Key words】rhetorical means； advertising； phonetic rhetoric； lexical rhetoric； syntactical rhetoric

1.Introduction

Advertising is a style of immediate impact and rapid persuasion.Among the many advertising factors，language is the core of all successful advertisements.The main advantage of the use of rhetoric in advertising lies in its superior ability to communicate abstract features or benefits of the product or to communicate information about intangible services.Moreover，the creative use of rhetoric in advertising may result in advertisements which are emotionally alive，intellectually appealing and memorable.

2.Phonetic Rhetoric in English Advertising

The sound of the words we write is important.We should ensure the sounds of our words suit the purpose of our discourse.Phonetic rhetoric in English advertising mainly consists of alliteration and rhyme.

2.1 Alliteration.Alliteration is the repetition of initial consonant of a word .

Example 1：Sweet，Smart & Sassy （Orange Sunkist）

Consumers of oranges want the juiciest and best-tasting oranges available.The advertisement vividly shows the products juiciest advantage.The clever alliteration of the headline copy emphasizes the tangy quality of the fruit.Everything else that needs to be said is implicit in the Sunkist name at the base of the ad.

2.2.Rhyme.Two words rhyme if their final stressed vowel and all following sounds are identical.It is much easier to remember a piece of rhyming headline or slogan than it is to memorize a correspondingly long stretch of words.

Example 2：The finest sound is all around.（Stereo）

In this advertisement for Stereo，rhyme plays its best role.No commercial flavor is shown，yet the product advertised attracts consumers great attention for its rhyming language.

3.Lexical Rhetoric in English Advertising

Lexical figures of speech have been best employed in English advertising by advertisers.Lexical rhetoric mainly consists of metaphor，simile，metonymy，pun，personification，hyperbole，repetition.

3.1 Metaphor.A metaphor is an imaginative way of describing something，by referring to something else which has the quality that you are trying to express.

Example 3：For vigorous growth，plant your money with us.（Leagal & General insurance Company）

Audience may remember that a small seed may grow into a big plant.Considering the context of being an advertisement for an insurance company，they see the metaphor in the advertisement which compares “investing money” to “planting seed，” and then they can reach the implication that investment with Leagal & General will get a big return.A reliable and vigorous image of the company is built up.

3.2 Simile.A simile is a figure of speech which a comparison between two unlike elements having at least one quality or characteristic in common.A good simile can draw sharper pictures in the mind with much more brevity.

Example 4：It gives my hair super shine，super body，and leaves it smelling fresh as a meadow.（Shampoo）

For the purpose of showing elegant quality and peculiar effect of the shampoo，the advertising designer in this advertisement is successful in building up the image of the shampoo and luring customers.

3.3 Metonymy.Metonymy is defined as a figure of speech which expresses a relation between the thing spoken of and the thing meant，in such a way that the mention of one suggests the other.

Example 5：Pick an Ace from Toshiba.（Toshiba Computer）

Card game is almost loved by all ages.As is known，Ace is the No.1 in card games and of course is the favorite of all players.Here Ace is used to mean a Toshiba computer with the high quality.The metonymy speaks all to gain the consumers favor for the products advertised.

3.4 Personification.Personification in advertising turns the ice-cold products to be cordial and friendly and leaves people a vivid and real impression.

Example 7：Unlike me，my Rolex never needs a rest.

All work no play makes Jack a dull boy.Men all need to play and rest.A watch of course does not.In this advert，however，Rolex watch is compared with “me”，a man.“I” need to rest，but my Rolex never needs a rest.The good quality of Rolex watch is，therefore lively reflected through the personification of a watch to be man.

3.5 Hyperbole.Hyperbole is the deliberate use of overstatement or exaggeration to achieve emphasis.Advertising copy is inclined to praise its product in exaggerated terms.

Example 8：We have hidden a garden full of vegetables where youd never expect in a pie.（Pizza hut）

“How rich and delicious this pie would be.I must taste it.” Audience will probably think of something like this after reading this advertisement.It is really a very vivid and impressive way to make a pie tempting.

3.6 Repetition.Repetition refers to any rhetorical device which reiterates word or phrase，or rewords the same idea，in order to emphasize a point.Advertising is repetitious.

Example 9：You can't Xerox a Xerox on a Xerox.（Xerox copier）

In this ad for Xerox copier，“Xerox” is repeated three times.Though different meanings and grammatical functions are attached to each Xerox，the repetition of the word leaves deep impression to its readers and urges them to discover more about the product advertised.

4.Syntactical Rhetoric in English Advertising

Ways of constructing rhetorically effective sentences have been much explored and successfully employed by advertisers in practice.Syntactical rhetoric in English advertising mainly consists of parallelism and antithesis.

4.1 Parallelism.In parallel construction，it is necessary to balance word with word，phrase with phrase，clause with clause，sentence with sentence.Parallelism is used for emphasis，heightening of atmosphere and intention of emotion.

Example 10：A luxury you can relate to.It's powerful.It's affluent.And it's beautifully put together.It's trendily.Its efficient.And it's simply fun to drive.（Car）

This advertisement is featured by the parallelism and repetition of short sentences with “It's”，which makes the advertisement informal and have a lively rhythm.Like a consumer who loves the car very much and is anxious to tell his friends about the advantages of the car and his go9d feelings on it，this advertisement appears very reliable and persuasive.

4.2Antithesis.Antithesis is a rhetorical device which represents a contrast or opposition in two phrases or sentences.The two phrases or sentences with opposite meanings are usually written in a parallel structure.With rhythmical sound，concise wording and well-balanced structure，antithesis describes abstract logic in a clear and effective form.

Example 11：We refine，you relax.（Travel Agency）

This advertisement is very concise，but quite impressive.Contrasts are presented between “We” and “You”，“refine” and “relax”.It tells us that “we”，the company，will try our best to make everything better，and “you”，the consumers，need not worry about anything and can just lie back and relax yourself.By just simple words，consumers are flattered and the image of the company of being diligent in work and considerate for consumers is built up.

5.Conclusion

Advertisements flood every corner of the society.To a great extent，the extension and charm of the advertisement come from the advertising language.Advertisement language can not only help people to understand some knowledge of the products，but attract peoples great desire to buy the products，improve the trade and leave a beautiful impression on people.Analysis on rhetoric means in English advertising are necessary for designing English advertising and enhancing its selling power.It can make advertisements attract more consumers and bring considerable economic benefits.The study of advertising can guide the healthy development of advertising language，improve people's language ability，and ultimately promote the progress of human society.

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作者简介：刘珊（1988.12），女，河南，浙江财经大学，2013级硕士，英语语言文学专业。