英语广告中的隐喻

哦1. analogy. For bright, scores some thing vividly, but will have the common characteristic two kind of different things to contrast, must explain the thing with another thing analogy. In Chinese this refined language standard may divide into the simile, the metaphor and taking advantage of explains three kinds. In English advertisement, the refined language standard which corresponds with the simile is simile, explains body (vehicle) and main body (tenor) also appears, not only two ingredients distinct and uncover, moreover is able to discriminate clearly. Usually and so on connects with like or as. Causes the human to produce one kind clear and the concrete association, concrete, understands the commodity vividly, familiar brand, thus wins consumer's approval, the faith and the affection. For example: ①What'sonyourarmshouldbe as beautiful as who'sonit. (Citizen) This advertisement sentence utilizes as…as the rhetoric, matches again by the male and female hand's feature article picture, expressed the tamper force with mercy harmonious esthetic sense, also has complements each other effect. ②Lightasabreeze, softasacloud. the this clothing advertisement utilizes two similes, describes its clothing needed materials: Light like strokes breeze of the surface, floating clouds of the soft like space. Let the consumer associate naturally makes clothes' relaxed feeling and the comfortable feeling with this kind of lining, then associates itself to put on this kind of clothing natural elegant image, stimulates the expense psychology which the people produce are eager to try. ③Coolasamountainstream. .coolfreshConsulate this is the Consulate sign cigarette's advertisement. The advertisement compares with this cigarette the ravine brook, the implied meaning is the Consulate sign cigarette just likes the ravine brook is such fresh, Gan Shuang, to stimulate, to awake the brain ......Through the analogy this smoke's characteristic performance's incisiveness, “the enticement which cannot block” facing this, smoking can not for it heart movement? In English with Chinese metaphor, taking advantage of explains the refined language standard which corresponds is Metaphor, Italy for the metaphor or the metaphor. Sometimes only presents Yu Ti and the main body, formally to coincide the relations, but resembles the relations; Sometimes does not present the main body thing and the analogy word, only appears explains the body thing, and replaces the main body thing with it. For example: ④KodakisOlympiccolor. (KodacolorFilm) (the Kodak color film) this is the Kodak roll film, for in 1988 Olympic Games patted the advertisement, in the athletic field contended intensely, fast changing, strength and US splendid instant, was not easy to catch, but Kodak not only could catch precisely, and the color facsimile was incomparable, who could not open one's purse for it? ⑤Naturalcolorisnowsecondnature. the (Hitachi) this advertisement only stressed that this machine recording and sending out image natural colors, have catered to consumer's demand exactly. 2. personification. By the thing compared to the human, usually only uses in describing person's each kind of words and expressions to use in the description, entrusts with “the thing” by the human unique words and deeds or the thoughts and feelings, strengthens the power and the vitality. For example: ①Shehasherownspiritanditgraceseveryoneshecomesnear. in (Lauren) advertisement she personifies the perfume, both refers to the advertisement to mark cherishes the Loran perfume the beautiful woman, and refers to the perfume itself, and pointed out naturally, this perfume for female uses specially. ②It'sforyourlifetime. the this wristwatch advertisement, compares with the wristwatch the human, and accompanies from morning until evening with you, is your sweetheart as if. Both explained commodity important, and emphasized this wristwatch quality durable. 3. double meaning. Namely using sentence in some word dual or multiple meanings, initiates the reader to associate. In English advertisement's double meaning rhetoric skill not only has the strengthening or the explanation word meaning, reads the interest meaningful function, and can deepen to the commodity the understanding. For example: ①Webringhightechnologyhome. (NEC) this advertisement uses bringsomethinghome the double meaning meaning, also expressed that Nippon Electric Company's product carries out popularizes to each family, expressed that its electric appliance technology reach a high degree of proficiency, reaches perfectly. ②Withsomanycarrots, I'llbearealgem! (B.C. Muffins) in this advertisement, carrots (carrot) and Croat (carat) unison different righteousness, here harmonics double meaning borrow its righteousness, Muffin are Betty one of Croker Food company's products, is the shape, if the shape of cup, brings the carrot taste leavened cake, this advertisement is for the purpose of propagandizing its content solid, the component is sufficient, the nutrition is rich. ③Tryoursweetcorn, andyou'llsmilefromeartoear. this is a piece of commodity advertisement. Fromeartoear has double meaning, both expressed that satisfaction is glad to grin with ear to ear, and expressed that also because of liked eating one.