English compositions about opportunities, tourism, advertising, etc.

.1 Parallelism

No problem too large, no business too small. (IBM advertisement)

This advertisement not only shows the company’s strong strength , and also reflects its spirit of cooperation and hard work in thinking about what customers want and taking care of everything.

2.2 Repetition

Extra Taste. Not Extra Calories. (Food Advertisement)

It implies that the product has extra taste but no extra calories, that is, it will not make people fat. By repeating "extra", the food is made more tempting, so that consumers no longer hesitate.

2.3 Rhyme (rhyme)

Go for the sun and fun. (Travel Advertisement)

"Go for the sun and joy", rhyme with "sun and fun" reminds people of the warm sunshine, beautiful beaches and endless fun when playing. How can we not be moved?

2.4 Antithesis

The choice is yours, the honor is ours. (Shopping Mall Advertisement)

"It is your choice, I am deeply honored." By using dual sentences with neat structure and echoing meaning, there is an invisible friendship and friendship between the shopping mall and consumers. The tacit understanding also reflects that the mall has sufficient supply of goods, excellent services and a good shopping environment.

2.5 parody

Give me Green World, or give me yesterday. (Green World brand series) Night cream advertisement)

"Either give me Green World night cream, or give me back the youthful appearance of yesterday." Patric Henry, a famous politician and patriotic poet during the American Revolutionary War, once wrote the poem "Give me liberty, Or give me death (Give me liberty, or give me death)". Through clever imitation of the poem, this advertisement will surely create strong excitement and wonderful associations in the hearts of consumers, stimulating their desire to buy. Desire.

2.6 Simile (simile)

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

Describes the texture of clothes in the form of simile The softness and comfortable and elegant feeling after wearing it make people want to "wear" it!

2.7 Metaphor

Soft, enchanting, smiling color 0that's the gift of Focus to your hair. (Advertisement promoting Focus brand hair oil)

The soft and pleasant color of hair after using the hair oil is described as a gift from the hair oil, making the product more attractive and human touch.

2.8 Personification

Unlike me, my Rolex never needs a rest. (Rolex watch advertisement)

Use personification to describe Rolex The watch is personified, and the fact that it does not need to rest implies that the watch is accurate and powerful, and its quality is worthy of consumers' trust.

2.9 Hyperbole

We have hidden a garden full of vegetables where you'd never expect in a pie. (Food Advertisement)

"We have a garden full of vegetables where you'd never expect in a pie." In the pie. "The variety of vegetables and the delicious taste are really amazing.

2.10 pun (pun)

A deal with us means a good deal to you.< /p>

>This advertisement cleverly combines several different meanings of "deal". The common meaning of "a good deal" is "many, a lot", and here it can also be understood as "a good deal". With us Doing business is a good business that can benefit consumers a lot, so why wouldn’t consumers do it?

2.11 Irony

If people keep telling you to quit smoking cigarettes, don't listen... They're probably trying to trick you into living. (Public Service Announcement)

"If someone tries to persuade you to quit smoking, ignore them - they're probably trying to trick you. Live longer."

An obvious fact or truth expressed in irony not only makes people feel ridiculous, but also guides them to discern the truth from the absurd and understand its true purpose.

2.12 Contrast

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

Outdoors the earth frozen to a 3-foot depth; Indoors warm and cozy like spring. (Electric heater advertisement)

"It's frozen to a 3-foot depth, but the house is warm and cozy with spring." By "outdoors" and "indoors" The contrast between the situation, "frozen" on one side and "warm and cozy" on the other, gives people a better feeling and impression of the electric heater that brings warmth in the cold.

3. Advertising English Information transfer

Advertising is a special pragmatic behavior and communicative behavior. When it disseminates product information and persuades the audience, it actually achieves a certain communicative effect through a certain communication process. So in The rhetorical techniques used in this process actually have obvious pragmatic characteristics and functions, and also reflect their compliance with and violation of the "cooperative principle" and its norms and sub-criteria. Therefore, the audience can learn from To understand the information conveyed by advertisements from the perspective of "conversational implicature".

From the nature point of view, the information conveyed by advertisements can be roughly divided into:

1) Authenticity information , that is, information that does not violate the principle of cooperation and its quantitative and qualitative criteria;

2) False information, that is, untrue information;

3) Fuzzy information, which The content is true or most of the content is true, but it is easily misleading because its inaccurate content may lead to public misunderstanding. The sub-maxim of avoiding ambiguity in the manner maxim (manner maxim) is violated in the process of transmitting information;

4) Seductive information refers to the use of false information to "seduce" or even deceive the public into purchasing and appreciating a certain product. Of course, the public can infer the authenticity of the advertising information from its conversational implications. .

4. The pragmatic characteristics and essence of different rhetorical techniques in advertising English

Successful advertising is advertising that spreads authentic information and generates good responses among the public. But success or The rhetorical techniques used in real advertising can also cause violations of the principle of cooperation and its norms and sub-criteria. Advertising designers sometimes deliberately violate certain norms on the premise of cooperation, causing the audience to deduce their conversation beyond the literal meaning of the words. meaning, thereby leaving a deeper impression on the advertisement and the product it promotes. In this way, the advertisement also achieves the purpose of "attracting attention, generating interest, generating desire, and taking action" (i.e. AIDA-Attention, Interest, Desire, Action) Purpose.

Below, we use examples to illustrate situations where successful advertising violates the principle of cooperation.

4.1 Violations of the "Quality Maxim"

1)Light as a breeze, soft as a cloud. This is an advertising slogan that uses simile, but it obviously violates the principle of quality.<

/p>

2)Soft, enchanting, smiling color―that's the gift of Focus to your hair. This is an advertising slogan that uses metaphor, but the nature of the "effect" and the "gift" after using hair oil is The difference is also obvious.

3)Flowers by Interflora speak from the heart. (Interflora flower shop flowers-an expression from the heart.) How can "Flowers" speak from the heart. , so personification is also a violation of the maxim of quantity.

4.2 Violation of the "Quantity Maxim" (Quantity Maxim)

We have hidden a garden full of vegetables where you'd never expect in a pie.

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

4.3 Violation of the "maxim of manner" (Manner Maxim)

She wants to put her tongue in your mouth. This advertisement appeared in early 1995 On the streets of Hong Kong, the background image of the advertisement is a half-length photo of a smiling middle-aged woman. Some people think it is an advertisement for a dating agency, while others think it is an advertisement for a call girl service company.