论英语广告的词汇、句法和修辞特征

英语广告在词汇、句法和修辞方面有其独特的特点。英语广告在词汇上大量使用形容词,创造新词,运用外来词来吸引消费者;在句法上常使用简单句、祈使句、疑问句和一般现在时来加强说服力;在修辞上则常采用明喻、暗喻、双关、拟人、押韵等手段。掌握了这些特点对于掌握英语广告的设计与创作,增强英语广告的促销作用具有重要意义。

Characteristics of Vocabulary, Sentence Structure and Rhetoric in English Advertisement

English advertising has its own characteristics in lexicon,syntax and rhetoric.In lexicon,it often uses abundance of adjectives,coined words and foreign words to attract consumers.In syntax,simple sentences,imperative sentences,interrogative sentences and present tense are frequently used to strengthen the power of persuasion.In rhetoric,simile,metaphor,pun,personification and rhyme are commonly adopted.These characteristics are necessary for designing English advertising and enhancing its selling power.