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澳洲term paper 范文：广告设计中的修辞手法运用
在这个信息爆炸的时代,各种各样的广告给我们留下了不同的印象。然而,能够吸引我们去认真地读一则广告的重要因素大多是形象,色彩,音乐,相当醒目的口号。广告的主要目的是以一种更突出更引人注目的方式销售本公司的产品，以与其他生产类似产品的公司区分开来，让自己的产品给消费者留下更多的印象，因此,广告不仅要传达消息,希望客户知道,而且也应该吸引消费者的注意力,刺激他们购买的欲望，在这种过程中，很有必要使用大量的修辞手段，促进广告的形象化和生动性。修辞学是提高写作的重要方法。它更倾向于说服,通知并展示个人的思想,或者仅仅只是为了取悦读者。(布伦丹,2007)修辞手法通常应用在阅读和写作。
在现代广告中,广告修辞的使用设计会产生许多无与伦比的效果。一方面,它可以准确地表达产品的功能,实现其信息功能。另一方面,修辞功能可以在短时间内吸引潜在客户,给他们留下深刻印象,减少了生产商,销售商和消费者之间的距离。 1.0 Introduction
In this age of information explosion, all kinds of advertisements present to us with varied impressions. However, the things attract us to read an advertisement are its image, color, music and most important the slogan. As to outstand from many other companies selling the same product, the advertisement must not only convey the message it wants the customer know, but also attract consumers’ attention and stimulate them to buy it by using plenty of rhetorical devices. Rhetoric is a tool to enhance composition. It tends to persuade, notify and show a personal thought, or just to amuse readers. (Brendan, 2007) Rhetorical devices are commonly in both reading and writing.
In modern advertising, the use of rhetoric to design ads has many incomparable effects. On one hand, it can accurately express the feature of the product, achieving its informative function. On the other hand, rhetoric features can attract potential customers in a short time, impress them and reduce the distance among producer, seller and consumer. 2.0 General Overview of the Bioré
Bioré is a professional skin care brand of the largest consumer products manufacturer in Japan Kao. For more than 20 years, Bioré continues to provide consumers with products relating to skin care. Now, Bioré has become a world famous brand and sold all over the world. 3.0 Bioré Blemish Fighting Ice Cleanser and the Rhetorical Devices it Used in This Ad
Bioré Blemish Fighting Ice Cleanser is a new product designed to remove the dirt of the skin and stop blemishes. The ingredient salicylic acid it contains aims to prevent the coming out and forming of blemishes to make one’s skin feeling refreshed and cool. In this advertisement of Bioré, there are many rhetorical devices applied including iconicity, pun, alliteration and repetition. 3.1 Iconicity
From the perspective of linguistic, there are certain relations between words and the things they refer to, the linguistic form and its meaning. There is always many researches on the theory of iconicity. A widely accepted view is that iconicity influences all levels of language. (Wolfgang & Olga, 2003)
As a kind of practical writing，advertisement closely relates to people’s recognition and psychology. The application of iconicity theory to the design of advertising can make ads more influential and attractive and thus strengthen the propaganda and increase sales amount of products. 3.1.1 Phonaesthesia iconicity of the imagic iconicity
Phonaesthesia means that the sound of a word has some relation with the appearance or its meaning in one way or another. (Trask, 1999)
The pronunciation of certain letters with its signifier may easily let people think of some certain images. There may be a relation between one speech sound or a group of speech sounds and its or their meanings. For instance, the famous shampoo brand Slek will make people think of soft and smooth of the hair. In this ad, Bioré reminds people of a full life. The word Bioré comes from Latin and combined from “Bios” which means life and “ore” meaning satisfactory. Thus, when people see the word “Bioré”, they will think of a satisfactory life. The phonaesthesia iconicity applied in this ad is to imply people that keeping a clear and clean skin will help you lead a happy life. 3.1.2 Graphological iconicity
Another is the graphological iconicity. This ad presents to customers with line breaks and changes in its arrangement of words. In Bioré’s this ad, the brand name Bioré Blemish Fighting Ice Cleanser and words like Clears & Cools are larger than other words. This is a typical way to emphasize what the seller want the consumers to notice. Another example is the line written on the brochure “The Power to Achieve Clear Skin is in Your Hand.” With the large and bold sentence, the ad stress the words “clear skin” to attract consumers that Bioré can help them achieve clear skin. 3.2 Pun & Alliteration, repetition
Besides the iconicity used in this ad, there are some other rhetorical devices used. On the bottle of Bioré blemish fighting ice cleanser, one can clearly see the words “Clears & Cools”. This phrase uses the pun as well as alliteration. Here cleans and cools not only mean that it can remove the dirt on your skin as well as makes you feel refreshing for it is an ice cleanser，but also implies you using this kind of cleanser is a kind of cool experience. Alliteration is the repetition of the initial sounds of two or more words in a sentence. It is generally used to emphasize an idea as well as create a pleasant sound. (Cindy, 2009) Both clears and cools are started with the letter “c” which makes it easier to read and remember.
One can easily find that in this ad the sentence “removes over 99% of dirt” repeated twice. Repetition is also a commonly used device in advertisement. Companies usually use repetition to emphasize the things that are important and they think would have an active influence on consumers. By repeating removes over 99% of dirt, this ad tends to tell its potential customers that it will absolutely clean your skin and stop the growing and forming of blemishes. The use of numbers also makes it be more detailed and seems to be more official. 4.0 Conclusion
In conclusion, all those rhetorical devices mentioned above make a great contribution to this advertisement. The common use for print ads to have a picture as a design element makes the ad more persuasive. (Edward & Barbara, 2008) The combination of words and picture impress consumers and attract their attention. They make the advertisement more vivid and more impressive. When one sees it, she will quickly know what this ad tries to sell and what benefits she can get by using it. In this way, advertising achieved its goals in both informing consumers the product and stimulating their buying desire. 5.0 Reference G. Muller, Wolfgang & Olga Fischer (2003) From Sign to Signing: Iconicity in Language and Literature 3, John Benjamins B.V., p23. Griffin, Cindy L. (2009) Invitation to Public Speaking, Cengage Learning, p258. McGuigan, Brendan (2007) Rhetorical Devices: A Handbook and Activities for Student Writers, Prestwick House, Inc, p3. McQuarrie, Edward F. & Barbara J. Phillips (2008) Go Figure! New Directions in Advertising Rhetoric, M.E. Sharpe, Inc., p205. Trask, R. L. (1999) Language: The Basics, Routledge, p14. |
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