《修辞学角度下的女性商品广告的语言分析_英语论文》由会员分享，可在线阅读，更多相关《修辞学角度下的女性商品广告的语言分析_英语论文（13页珍藏版）》请在金锄头文库上搜索。
1、-范文最新推荐-1 / 11修辞学角度下的女性商品广告的语言分析_英语论文摘要在现代社会中,随着广告事业的发展 ,广告的语言也已逐渐形成了自己独特的风格。在这其中存在着不少专门针对女性而精心设计的广告。这类广告为了实现推销产品而独具匠心地运用各种修辞格，通过运用修辞造就了女性修辞中具有的一系列语言特色。本文将主要从其修辞方法及语言特色角度着重分析以女性为对象的中英商业广告语，以此向读者揭示女性广告的语言魅力。经本文针对女性广告语修辞手法的分析，可以看出修辞是女性广告的灵魂，尤其是一系列修辞格的使用，更是使得女性广告语丰富多彩、生动有趣。女性广告中运用适当的修辞手段，使其具有了诸如情感性、注重细
2、节性、含蓄性等语言特色，使广告更具吸引力，优美的广告语言把女性吸引着，让她们采取行动，达到广告的目的。9753关键词修辞女性广告语修辞运用语言特色外 文 摘 要TitleThe Analysis of Women Advertising Language Under The Perspective of RhetoricAbstractIn modern society, with the development of the advertising undertakings, advertising language’s unique style has been gradual
3、ly formed. Among these elaborate advertisements, many of them are aiming at women. This kind of advertisements show originality to use the figures of speech, in order to achieve the goal of marketing products. The use of rhetoric devices brings up a series of linguistic features of female advertisin
4、g language. This article will focus on analyzing the Chinese and English female business advertising language, which is mainly in the aspect of rhetoric devices and the linguistic characteristics in order to reveal the charm of female advertising language to readers. From the analysis, we will see t
5、hat rhetoric is the soul of the women advertisements, especially that the -范文最新推荐-3 / 11use of some figures of speech makes the female advertising language colorful, lively and interesting. By using proper rhetoric devices, the female advertising language owns the linguistic features, such as emotio
6、nality, detail-loadedness and implicitness. In this way, it attracts women with charming and beautiful advertising language, which make them take action to achieve the purpose of advertising. 1.1 Research BackgroundAdvertising plays a very important role in the modern business activities, and we can
7、 say advertising is the key to success in the business war. In recent years, many domestic scholars have made some achievements in advertising (including English and Chinese advertising). There are many carefully designed advertisements, specifically for women. However, there is few scholars involvi
8、ng such female advertising research. Therefore, this paper will focus on the analysis of the rhetoric devices of female advertising, so as to understand this kind of advertising well.In the last ten years, scholars of rhetoric study field focused on the utilization of rhetoric. There were the larges
9、t number of papers and achievements in this aspect, which were mainly the comprehensive research of rhetoric and case study. In addition, Mr. Chen Wangdao said, the most important aim of rhetoric is to adapt to the situation (1932:102), in which the “situation” is the so-called language
10、environment. In The General Theory of Rhetoric”, Wang Xijie (1996:15) also stressed that the language environment is the life of rhetoric and there’s no rhetoric outside of the language environment. All the rhetoric phenomenon can only occur in the particular language surroundings.-范文最新推
11、荐-5 / 11Using the theory of the general rhetoric study has always been under the great attention of scholars. Among them, Xie Chunrong takes general rhetoric view as a guide, with the breakthrough point of rhetoric illusion, who uses linguistics, communication, psychology, logic, and other disciplin
12、es theory knowledge to reveal the main causes and the specific means of manufacturing illusion.(2004:7) He provided a new point of view for the research of advertising language rhetoric.The rhetoric devices used in advertising language is the common phenomenon of advertising creation currently. Many
13、 scholars have made researches in advertising language rhetoric. Since the 1980s, the research of advertising language became to appear in the society. Advertising language in this period pays more attention to the introduction of products’ features and functions. According to investigation, t
14、here were about 55 papers in advertising language and the advertising language thesis in this period occupies only 2.9% of all the collected papers. Then after several years, the scholars in advertising area and linguistic area began to probe into the structural form and expression ways of advertisi
15、ng language. From then on, social linguistics, psychological linguistics and communication linguistics were applied in creating advertising language. The number of the papers began to increase a lot. There were about 222 papers which occupied 11.9% of all in the year of 1995. 2 Advertising Language And Rhetoric2.1 Definition of Advertising LanguageWhat is advertising language? To some extent, advertising language
