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op, dash, semi-colon, hyphen, etc. Those sentences are independent in form, but are related in the content. The use of disjunctive clause could add more information and save more space and money. The separated parts are usually the features of the product, so that they could emphasize the good points of the product.
There is an example of Amtrak, which has successfully used the disjunctive clauses:
Amtrak has created a new. nationwide passenger rail system. Literally from the ground up. A system that represented a viable alternative for people who fly. For business or pleasure.
(4). Minor Clause
Minor clause has simple elements, which could lay stress on the key words. It could not only reduce the length and cost, but also disseminate information more effectively.
More than a timepiece, An acquisition.
--Piagit
So come into McDonald’s and enjoy a Big Mac Sandwich.
--McDonald
3. Rhetorical Devices in English Advertising
Rhetorical devices are variations of literal or ordinary form of expressions. Their use is to make the thought more striking and effective, for they have the power to vivify and illustrate. A fresh, apt rhetorical device appeals to the imagination, creates mental pictures and makes the speech or writing vivid, impressive and interesting. For this reason, advertisers often use various rhetorical devices to increase the readability and appeal of an advertisement and to arouse consumers’ interest of buying the product.
(1). Personification
Personi无忧论文 【http://www.uklunwen.com】fication is a figure of speech in which inanimate objects or abstractions are endowed with human qualities or are represented as possessing human form. The use of personification in advertising will endow the product with human emotion, and will make them amicable to consumers.
Flowers by Interflora speak from the heart.
--Interflora
We are proud of the birthplaces of our children, the grapes of Almaden.
On our classic varietal wines, you will find the birthplaces of our children.
--Almaden
(2). Simile and Metaphor
Simile is a figure of speech in which two essentially unlike things are compared, often in a phrase introduced by like or as.
Light as a breeze, soft as a cloud.
Ride like a feather in your pocket.
Metaphor is a figure of speech in which a word or phrase that ordinarily designates one thing is used to designate another, thus making an implicit comparison.
Go for the Gold
The brightest star in electronics.
(3). Pun
Pun is a play on words, sometimes on different senses of the same word and sometimes on the similar sense or sound of different words.
Ask for More
--More cigarette
Spoil yourself and not spoil your figure.
A Deal with Us Means A Good Deal To You.
(4). Repetition
In some advertisements, the copywriters often use the method of repetition to stress certain information.
When you’re sipping Lipton, you’re sipping something special.
--Lipton tea
(5). Rhyming
Rhyming is correspondence of terminal sounds of words or of lines of verse. |
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