How to distinguish metaphor, analogy and parody, duality and contrast in advertising copy

Several types of metaphor: simile, metaphor and metonymy How to distinguish metaphor from analogy in advertising copy? 7. What is parody? According to the need of expression, imitate the existing format and make a new word or sentence temporarily. Types of parody: parody of ancient poems, proverbs or idioms, parody of modern nouns. 8. What is metonymy? You don't say the name of the original person or thing directly, but borrow the name of the person or thing related to it instead, so you borrow it. For example, Hilton is waiting for you all over the world-Hilton Hotels Group 9. What is duality? It is a rhetorical method to connect sentences or phrases with basically the same or similar grammatical structure and the same number of syllables to express similar, related or relative and opposite meanings. What is parallelism? It is a figure of speech, which arranges more than three phrases or sentences with similar structure, related meaning and roughly equivalent together to express a complete meaning. 10. What is the contrast in the advertisement? It is a metaphor, comparing two opposing things or two opposing aspects of a thing. Form of comparison: function, quality, price, time, internal and external, safety comparison. 1 1 What is parallelism? The form of parallelism: sentence parallelism, word parallelism 12. What is the truth? Use the end of the previous sentence as the beginning of the next sentence, and upload figures of speech that continue from beginning to end. What is a cycle? A figure of speech that uses the end of the previous sentence as the beginning of the next sentence and the beginning of the previous sentence as the end of the next sentence. Top Truth: The source of drinking water comes from nature (Francis Blackwell Forbes De mineral water) and the ring road: high speed in safety and safety in high speed. Toyota 13. The role of loopback rhetoric in advertising: 1 helps consumers to deepen their understanding of product name, performance and characteristics. Conducive to expressing feelings and infecting consumers. 3. It is beneficial to increase the interest of language expression. 14 what is asymmetric beauty? It is to highlight the key points and highlight one aspect. How to use asymmetric beauty in advertising copy: 1 repetition, progression, rhetorical question, exaggeration and pun 15. What is repetition? The same word or sentence is used repeatedly to highlight a certain meaning or emphasize a certain emotion. How to use it in advertisements: 1 brand repetition 2 performance repetition 3 evaluation repetition 4 induced repetition 5 quantity repetition 16. What is progress in advertising? Also called hierarchy, it is a figure of speech that expresses the size, length, height, weight, depth or increase or decrease of three or more things in a certain order. How to use it in advertisements: 1, time is progressive, quantity is progressive, and degree is progressive. 17. What is a rhetorical question in an advertisement? Also called rhetorical question or rhetorical question. Generally, you just ask without answering, and the answer is the antonym of the question, that is, you can express the definite meaning in the form of the question. What is a rhetorical question? It means asking without doubt, or asking yourself and answering, or asking without answering. Application: Questions about commodity performance, consumption psychology, consumption fashion and consumption trend. 18. What is a rhetorical question 19? What is exaggeration? In order to clearly highlight a certain feature of things, use rich imagination to consciously expand or shrink. Types of exaggeration: expanding, shrinking and advancing 20. Pun: In a specific language environment, with the help of phonetic or semantic connections, sentences are related to two things at the same time, one is superficial and the other is implicit. Category: Phonetic Semantic Pun 2 1. Usage of Classical Poetry in Advertising Copywriting: 1 Directly Quote Classical Poetry: There are no birds in a hundred mountains, and there are no footprints in a thousand paths (environmental public service advertisements). 2 The voice (song) of changing classical poetry should only exist in the sky, but it will be heard several times in the world. (Gemstone Flower Recorder) 3 Embedded product or enterprise name thousands of feet flies down and the Milky Way falls for nine days-Huangguoshu Waterfall! (Travel Agency) 4 Tibetan Poems 22 Examples of Flexible Use of Couplets in Advertising Language 23 Examples of Idioms in Advertising Language 24 Examples of Proverbs in Advertising Language 25 Chapter V Composition and Writing of Advertising Copy 1. The basic elements of advertising copy: title, text, annex and slogan.