Slogan English about culture and tourism

There is no big problem that cannot be solved, and there is no small business that cannot be done. [IBM advertisement]

This advertisement not only shows the strong strength of the company, but also reflects its spirit of cooperation and hard work.

2.2 repetition (repetition)

Extra flavor. Not extra food. (food advertisement)

It is suggested that the product has extra flavor, but no extra calories, that is, it will not make people fat. By repeating "extra", food will be more attractive, so that consumers will not hesitate.

2.3 rhyme (rhyme)

Go and enjoy the sunshine and happiness. (Travel advertisement)

"Pursuing sunshine and happiness", the rhyme "sunshine and happiness" reminds people of warm sunshine, beautiful beaches and endless fun when playing. How can we not be moved?

2.4 Duality (antithesis)

The choice is yours and the honor is ours. (Shopping mall advertisement)

It is my great honor to be free to choose. By using antithetical sentences with neat structure and echoing meanings, there is an invisible friendship and tacit understanding between shopping malls and consumers, which also shows that shopping malls have sufficient supply, excellent service and good shopping environment.

2.5 spoof

Give me the green world, or give me yesterday. (Green World brand series night cream advertisement)

Give me the green world night cream, or give me the look of youth yesterday. Patrick Henry was a famous politician and patriotic poet in the American War of Independence. He once wrote the poem "Give me liberty or give me death". This advertisement, by cleverly imitating this poem, will certainly produce strong * * * sounds and wonderful associations in consumers' hearts and arouse their desire to buy.

2.6 Simile

Light as a breeze, soft as a cloud. (clothing advertisement)

It describes the softness of clothes and the sense of comfort and elegance after wearing them in the form of simile, which makes people want to "wear" them quickly!

2.7 Metaphor (metaphor)

Soft, wrapped and smiling colors, this is the focus gift of your hair.

The effect of hair softening and pleasant color after using hair oil is described as a gift of hair oil, which makes the product more attractive and humanized.

2.8 personification (personification)

Unlike me, my Rolex never needs a rest. (Rolex Watch Advertisement)

The personification of Rolex watch by personification means implies that the watch is accurate and full of vitality, and its quality is worthy of consumers' trust.

2.9 exaggeration

We hid a garden full of vegetables you didn't expect.

"In an unexpected place, we cherish a garden full of vegetables, which are in a small pie. "The variety and delicacy of vegetables are really amazing.

2. 10 Pun

The deal with us is a good deal for you.

This advertisement skillfully combines several different meanings of "transaction". "A good deal" usually means "a lot" and can also be understood as "a good deal". Doing business with us is a good deal, which can benefit consumers a lot. Why not?

2. 1 1 irony

If people keep telling you to quit smoking, don't listen ... they want to trick you into living.

"If someone sincerely advises you to give up smoking, ignore him ―― they may be trying to cheat you into living longer. “

Ironically, an obvious fact or truth makes people feel absurd, and at the same time makes them distinguish the truth from the absurdity and understand its real purpose.

2. 12 contrast (contrast)

Contrast is the use of antonyms or contradictory words to strengthen the momentum of sentences and leave a deep impression on people.

Outside, the earth freezes to a depth of 3 feet; The room is warm and comfortable, like spring. (electric heater advertisement)

"It's freezing three feet outside, but the house is full of spring." By comparing "outdoor" and "indoor" situations, one side is "frozen" and the other side is "warm and cozy", people have a better feeling and impression of the electric heater that brings warmth in the cold.

3. Information transmission in advertising English

Advertising is a special pragmatic behavior and communicative behavior. When it spreads product information and convinces the audience, it actually achieves certain communication effect through a certain communication process. Then the rhetorical devices used in this process actually have obvious pragmatic features and functions, and also reflect their observance and violation of the "cooperative principle" and its criteria and sub-criteria. Therefore, the audience can understand the information conveyed by advertisements from the perspective of "conversational implicature".

In nature, the information conveyed by advertisements can be roughly divided into:

1) Real information, that is, information that does not violate the cooperation principle and its quantitative and qualitative sub-standards;

2) False information, that is, untrue information;

3) True or mostly true fuzzy information is easily misunderstood, because its inaccurate content may lead to public misunderstanding. In the process of transmitting information, it violates the sub-criterion of avoiding ambiguity in the mode criterion;

4) Seductive information refers to "luring" or even deceiving the public to buy and appreciate a commodity with false information. Of course, the public can infer the authenticity of advertising information from its conversational implicature.

4. Pragmatic features and essence of different rhetorical devices in advertising English.

A successful advertisement is an advertisement that spreads true information and has a good response in the public. However, the rhetorical devices used in successful or real advertisements also violate the cooperative principle and its criteria and sub-criteria. Advertising designers sometimes deliberately violate certain criteria under the premise of cooperation, so that the audience can deduce the conversational meaning beyond the literal meaning, thus leaving a deeper impression on advertisements and the products they promote. In this way, advertising also achieved the goal of "AIDA-attention, interest, desire and action".

Below, we use examples to illustrate that successful advertising violates the cooperative principle.

4. 1 Violation of "Quality Standard"

1) as light as a breeze and as soft as a cloud. This is an advertising word that uses simile, but it obviously violates the quality standard.

2) Soft, wrapped and smiling colors-this is the focal gift of your hair. This is a figurative advertisement, but the nature difference between "effect" and "gift" after using hair oil is also obvious.

3)inter flora's flowers come from the heart. How can "flowers" "talk"? Therefore, personification also violates the principle of confrontation.

4.2 Violation of "Quantity Standard" (maximum quantity)

We hid a garden full of vegetables you didn't expect.

This advertisement uses exaggeration, but how can there be a "vegetable garden" in the "small pie"? This is of course an exaggeration of its quantity and scale, that is, it violates the "quantity standard".

4.3 Violation of "Code of Conduct"

She wants to stick her tongue in your mouth. This advertisement, 1995, appeared on the streets of Hong Kong in early 1995. The background picture of the advertisement is a bust of a middle-aged woman with a toothless smile. Some people think it's an advertisement for a matchmaking agency, while others think it's an advertisement for a call girl service company.