探析汽车英语广告中的语义修辞特点_英语论文

On Semantic Rhetorical Devices in English Auto Advertisements

摘要

在多媒体发达的当代，广告已成为商务经济活动中不可缺少的一部分。其中汽车广告在最近几年里随着中国汽车市场的飞速发展而一日千里。汽车广告艺术的感染力和社会经济效益取决于广告语言的独特性。通过收集大量汽车英语广告我们发现，汽车广告英语作为一种英语变体，其形成和发展都受到各种条件的制约，因而有其自身的规律和特点。成功的汽车英语广告，在很大程度上取决于其修辞的魅力，本文主要以汽车广告英语中的语义修辞为研究主体，探析汽车广告中如明喻、暗喻、拟人、双关语等修辞的特点和作用，一方面有助于广告商进行成功的广告创作及翻译，另一方面使消费者更好的理解汽车的质量及特性等，丰富消费者的视野，进而导致消费行为。

关键词：汽车广告，语义修辞，特点，功能 

Abstract

As the development of the multimedia in contemporary society, advertising has become an indispensable part of business practice in economic activities. In recent years, with the rapid development of Chinese auto market, more and more automobiles’ advertisements appear in people’s life. The arts’ activity and the economic results in society in the auto advertisements both lie in the specificity of language itself. After collecting a large amount of examples of auto advertisements, it is found that automobile advertising English is an English variation, its formation and development are influenced by various conditions, so it has its own rules and characteristics. It mainly depends on the charm of rhetorical devices to make success in English Automobiles’ Advertisements. Through the analysis of the semantic rhetorical devices used in English auto advertisements, the paper gives a brief analysis of the characteristics and functions of the semantic rhetorical devices in English auto advertisements. It explores the Language features of auto advertising in order to help the future creation and translation of auto advertisements, and to promote the selling of the products.

Key words: automobiles’ advertisements, semantic rhetorical devices, characteristics, functions