从修辞学角度分析英文广告说服力的实现_双关和拟人的运用_英文_[作者简介]李荣华,女,包头师范学院外国语学院讲师,硕士,研究方向:二语习得及应用语言学。RhetoricalDevicesinEnglishAdvertisingTextsUseofPunandPersonificationLiRonghua(BaotouTeacher!sCollege,Baotou,InnerMongolia,014030)[Abstract]Rhetoricalapproachesincopywritingareveryimportanttogaintheattentionoftheaudienceandtoleadthemtothedesiredmessagesuccessfully.Toattracttheaudience,copywritersusevariousrhetoricalapproachestomaketheircopiesmorereadable,moreinteresting,morememorableand,totheendresult,moreeffective.Inthispaper,personificationandpunarediscussedinEnglishadvertisingtexts.[Keywords]rhetoricaldevices;personification;pun;Englishadvertisingtexts[中图分类号]H315[文献标识码]A[文章编号]16738610(2022)08000303I.IntroductionRhetoricisaboutthebodyofprinciplesandtheoryhavingtodowiththepresentationoffactsandideasinclear,convincing,andattractivelanguage.Thestudyofrhetoricisusuallyonliterature,especiallyonclassicliterature.Butthispaperconcentratesonadvertisingtextsandstudiesrhetoricfromamorepracticalpointofview.Rhetoricalapproachesincopywritingareveryimportanttogaintheattentionoftheaudienceandtoleadthemtothedesiredmessagesuccessfully.Toattracttheaudience,copywritersusevariousrhetoricalapproachestomaketheircopiesmorereadable,moreinteresting,morememorableand,totheendresult,moreeffective.Copywriterswhostrivetowriteimpressivelytendtoproducewritingthatisartificia,lflowery,andpompous.Theymayloadtheirwritingwithbigwords,high-soundingphrasesandtoomanyadjectivesandadverbs,andalsotritefiguresofspeech.Suchastyleissaidtobe?overwritten#.However,agoodcopyoftenconsistsofordinary,everydaywordswovenintoordinary,everydaysentences.Afresh,aptfigureofspeechappealstotheimagination,createsmentalpicturesandmakesthewritingvivid,impressiveandinteresting.Therearemanykindsofrhetoricalapproachesthatcanbeused.Theselectionofrhetoricalapproachesmainlydependsonthewaytodeliverthemessage,regardlesswhattheideais.Inconstructingacopy,copywritersareatlibertytotakelibertieswiththelanguage.WordchoiceandsentenceconstructionaretheessentialskillsintheuseofEnglish.Whilefiguresofspeechareregardedas?decorativedevices#intheuseofEnglish,theycomprisevarioususesoflanguagethatdepartfromthecustomaryconstructionorordersoastoachievespecialeffectsormeanings.Rhetoricaldevicesareusedfrequentlyinadvertisingateverylinguisticleve.lThuswefindatthegrammaticalleve,lthereisfunctionalconversioninwhichawordofoneclassbehavesasthoughitwereinanother,andmanysyntacticconstructions,whichcannotbegeneratedbyanEnglishgrammarbutareneverthelessinterpretable.Theactualtotalnumberoffiguresofspeechisadrymatterofdefinitionoverwhichacademicsmayargue.Nomatterhowmanythereare,theyarecommonlydividedintothreecategories:A.Lexicalfiguresofspeech.B.Syntacticalfiguresofspeech.C.Phoneticfiguresofspeech.Anyrhetoricaldevicecanbeusedtoachievethegoalsofadvertising.However,personificationandpunwillbediscussedinthispaper.?.PunPunisahumoroususeofawordinsuchawayastosuggestdifferentmeaningsorapplications,orofwordshavingthesameornearlythesamesoundbutdifferentmeanings:aplayonwords.Thustheformerisusuallycalledhomographwhereasthelatterhomophone.Therearethreeelementsinanalyzingandcomposingapun:doublecontext,hingeandtrigger.Homographandhomophoneusuallyactashinge,whichisthewordorphraseunexpectedlyandsimultaneouslycombinestwounrelatedmeaning...