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广告反映时代的特色——短、平、快。广告语言洗练,含蓄,跳跃性强,既要满足人们的物质需要,也要满足人们精神方面的需求。要达到这个效果,修辞是其中必不可少的手段。修辞就是依据题旨情景,恰当地选择语言手段和表达方式,以有效地表达思想感情。而广告修辞就是选择强有力的语言传递商业信息,从音、形、文化信息等各方面创造理想形象,诱导读者或消费者进入美好的联想,从而产生购买意识或使用其服务的愿望。本文从英语广告赏析入手,着眼于增强阅读理解能力,提高修辞素养。
Advertising reflects the characteristics of the era - short, flat and fast. Advertising language is refined, subtle and jumpy. It is necessary to satisfy people’s material needs and to satisfy people’s spiritual needs. To achieve this effect, rhetoric is an essential means. Rhetoric is based on the theme of the scene, the appropriate choice of language means and expression, in order to effectively express the thoughts and feelings. The advertising rhetoric is to select powerful language to deliver business information, create ideal images from various aspects such as sound, shape, and cultural information, and inspire readers or consumers to enter into beautiful associations, thus creating the desire to purchase awareness or use their services. This article begins with an appreciation of English advertising, focusing on enhancing reading comprehension and improving rhetorical quality.