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在英美等商品经济高度发达的国家,广告作为一种卓有成效的宣传方式和促销手段,已深入到社会的各个方面,成为西方社会生活中不可缺少的一个重要组成部分.经过长期的实践和发展,广告英语,这个广告内容的主要载体,逐步从英语大家族中脱颖而出,以其简洁、生动、形象、富于感情色彩和感召力而独树一帜,广告英语之所以能形成自己独特的风格,除了广告制作者在用词上精心挑选、句式上巧妙谋划外,很重要的一点,就是制作者在广告中灵活贴切地运用各种修辞手法(Figures of Speech).因为修辞是“有效地说话或写作的艺术”(The art ofspeaking or writing effectively)(艾伦,Harold B.ALLen),它在使语言表达得鲜明、准确和生
In countries with highly developed commodity economy such as the Anglo-American countries, advertising, as an effective means of publicity and promotion, has gone deep into all aspects of society and become an indispensable part of western social life. After long-term practice and development, Advertising English, the main carrier of this advertising content, has gradually come to the fore from the English family. With its simplicity, vividness, vividness, full of emotion and appeal, Advertising English has formed its own unique style. Apart from advertising It is important for producers to use figurative rhetoric aptly in advertisements because the rhetoric is “effectively speaking or writing The Art of Speaking or writing effectively ”(Harold B.ALLen), which makes the language expressive and accurate