On the Factor of Ideology in Translation:

A Case Study of the Translation Activities During Westernization Movement

By Chen Heting

Submitted in Partial Fulfillment of the Requirement

For the B.A. Degree

Department of English

School of Languages and Cultures

Nanjing University of Information Science amp; Technology

May, 2016Rhetoric in English Advertising Slogans and Its Functions

Chen Heting

Department of English

School of Languages and Cultures

Nanjing University of Information Science amp; Technology

Abstract: With the rapid development of advertising industry，advertisement has become more and more common in human’s life，it not only influences and guides consumption by conveying information，but also exerts an imperceptible impact on people’s ideologies，lifestyles and values，which has direct or indirect social effects.

This article from the perspective of rhetoric, studying the function of English advertising slogans. Chapter one introduces advertising as well as advertising slogan，and then leads to the study of commercial advertising. Chapter two introduces the research status of English advertising slogans and rhetoric.Chapter three for the paper briefly describes common rhetorical devices in English advertising slogans，parallelism, repetition, metaphor, puns and rhymes, then concretes analysis of specific examples in English advertising slogans. Chapter four describes the functions of rhetoric in English advertising slogans. the chapter five is the summary for this article, through the analysis of the former four chapters demonstrate the conclusion.

Key words: rhetoric；English advertising slogan；functions

摘要：随着广告产业的快速发展，广告在人类生活中日益普遍起来，它不仅影响和引导消费通过传达信息,而且施加潜移默化地影响人们的意识形态、生活方式和价值观——有直接或间接的社会效应。本文从修辞角度入手，研究修辞在英语广告标语中的功用。

第一章对于广告以及英文广告标语进行了介绍，并引出本文的研究范围，即商业广告。第二章介绍了英文广告标语以及修辞的研究现状。第三章为本文重点，简要介绍了英文广告标语中常见的修辞手法；进而具体问题具体分析，针对排比，重复、隐喻、双关和押韵具体分析了修辞在英文广告标语中起到了什么样的作用。第四章具体介绍了使用修辞在英文广告标语中的功用；第五章为本文的总结，通过前四章的分析论证得出结论。

关键词：修辞；英文广告标语；功用

Contents

1.Introduction 6

2.Literature Review 7

3. Rhetoric in English Advertising slogans 9

3.1 Parallel 9

3.2 Repetition 10

3.3 Metaphor 10

3.4 Pun 11

3.5 Rhyme 13

4.The Functions of Rhetoric in English Advertising Slogans 15

5.Conclusion 18

Reference

Acknowledgement

1.Introduction

The word "advertise" originates from the Latin word "advertere" which means a means used to arouse people's attention to a certain thing and lead in a certain orientation.

The American Marketing Association (AMA) defines "advertisement" as "the non-personal communication of information usually paid for and usually persuasive innature about products, service or ideas by identified sponsors through the various media."^[1]

From the definitions discussed above ,it can draw the following conclusions: First of all, advertisement is a communication of information. Then it is used to promote the sale of products, service or ideas or to set up a kind of image. Finally, advertisement must adopt certain media, such as television, newspapers, magazines, radio, direct mail, the Internet, outdoor advertising, etc.^[2]

According to the classification of different focus, advertisements can be divided from different category .

According to the advertisement medium, it can be divided into newspaper ads, magazine ads, radio ads, TV ads, billboard, mail advertising, electronic advertising, etc. According to the content of the advertisement, the meaning of advertising has a broad sense and narrow sense. Generalized advertising range is very wide, including all for-profit and nonprofit ads, such as commercial advertisement, advertisement, public service ads, etc. Advertising narrow sense points to for-profit economic goods or services, or commercial.

Commercial advertisement, can divided into "hard sell" and "soft-sell" according to their different appeal, They have their own characteristics in the conception, the spirit and terms of language use."Hard sell" advertising category is aim to communicating information, using rational appeal means, mainly through the introduction of the advantages of relevant goods or features, persuade, promote consumption; On the style, it is close to body which has the function of information and technology , which requires language should be clear and precise, objective and simple, smooth and persuasive tone. However, "Soft sell" type of advertising is moving people by the reflection of feeling, using the emotional appeal means, the aim is to establish an emotional connection between the goods and consumers, stimulate consumer desire to buy or impulses, its style is close to the body of literature, vivid, exaggerated language, strong temptations.
In this paper, we use the advertising cases belong to narrow advertisement.

Advertising slogan is the essence of the advertising language, closely It is closely integrated with the theme of the advertisement, with its high generalization, the characteristics of highly concise, give a user-friendly summary for the features of individual enterprises or product, it has the very strong temptation and penetration. Advertising slogans are often the statement which concise and vivid, easy to understand, easy to memory. People often remember the brand of the product because of its amazing advertising slogan, so as to look for the brand. Here are some popular advertising slogans:
(1) How many southern motorcycle, just how many touching stories.(the southern motorcycle)有多少南方摩托车，就有多少动人的故事。（南方摩托车）
(2) The drink of Confucius YanJiu, do the world.(Confucius YanJiu)喝孔府宴酒，做天下文章。（孔府宴酒）
(3) The green forever, forever qin chi.(qin chi wine)永远的绿色，永远的秦池。（秦池酒）
(4) The good to the skin, use dabao sooner or later.(dabao skincare products)要想皮肤好，早晚用大宝。（大宝护肤品）
Advertising slogan is an essential part in advertising language, is an important part of the study of advertising language.

2.Literature Review

Nowadays, economic construction has become more and more prosperous. Rhetoric research should go into the economic field and the market, it should cry for the prosperity, serve for the construction directly.^[3]Advertising slogans is the product of commodity economy, it has a distinct commercial character and clear purpose; the main purpose of advertising slogans is to service for enterprise management, help enterprises to profit, to achieve its economic value.^[4]

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