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English Rhetoric in Coca

By Lisa Hamilton,2014-10-07 16:42
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English Rhetoric in Coca

    English Rhetoric in Coca-Cola Companys

    Advertisements and Its Win-win

    Commercial Value

    A Thesis

    Submitted to

    College of Foreign Languages In Partial Fulfillment of the Requirements

    For the Degree of Bachelor of Arts

    Under the Supervision of Mao Huijie

    April 2013

    ACKNOWLEDGMENTS

    There are many people to whom I owe my thanks for their contribution to the development of this thesis. I am deeply indebted to Miss Mao, my supervisor, who has taken time out of a very busy weekend to read my drafts meticulously and given me incisive comments on them, which is essential to the completion of the thesis. Whithout her help, the thesis could never have reached its present form.

     I am also extremely grateful to my teachers at Department of English: Professor Sun Huaxiang, Instructor Guo Yi, Instructor Fang Ping, Associate Professor Zhang Jianping, Associate Professor Sun Hongmei, Instuctor Lan Haiying etc, who have given me valuable advice.

     I also give my hearty thanks to all my roommates and classmates who offered me generous help and useful suggestions in the process of writing this thesis.

     Finally, I would like to express my appreciation to all the writers whose works are referred to in this thesis.

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    在商品经济迅猛发展的今天,广告商纷纷开始设计出令人耳目一新的广告来吸引消费者。好的广告是品牌的眼睛!对于人们理解品牌的文化内涵!建立对品牌的信赖与忠诚具有重要意义。本文研究可口可乐广告中的英语修辞及其双赢商业价值。首先!本文试图从广告语和修辞的定义角度出发!明确研究对象(其次!从词汇、语法、修辞三个角度来研究广告英语文体的特点(再次!从修辞角度出发!以可口可乐广告语中各种修辞手法的运用为例!研究修辞在广告设计中的作用及其特点(最后!研究广告语带来的商业价值!从“双赢”效果和带来的社会效应等方面进行分析,通过对可口可乐广告中各种修辞的运用进行分析研究!总结提炼增强广告语魅力的技巧!使商业广告能在实际宣传过程中既最大可能的激发消费者的购买欲望!给消费者带来身心的愉悦和心理满足感!又为商品生产者赚取最大商业利润!从而实现生产者与消费者“双赢”。

关键词,广告语(修辞(商业价值(双赢

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    ABSTRACT

     Nowadays, with the commercial economy developing rapidly, advertisers designed advertisements which made people feel new and refreshed to attract customers. Good advertisemets are eyes of the brand, which is significant for people to understand the cultural connotation and build trust of and loyalty to the brand. This thesis try to study English rhetoric in Coca-Cola company’s advertisements and its

    win-win commercial value. First, from the perspective of the definition of slogan and rhetoric, it identifies the research object. Second, it studies the characteristics of advertisement English in three aspects: word, syntax and rhetoric. Third, from the perspective of rhetoric, using the slogans of Coca-Cola Company as an example, it researches the function and characterastics of rhetoric in advertising design. Finally, it studies the commercial value the slogan brought in, analyzes the win-win effect and the influnce on the society. Through the study of the rhetoric in Coca-Cola Companys

    slogans, the thesis sums up and extracts the skills of improving the glamour of slogans, to make commercial advertisements not only inspire the customers desire to buy,

    bring them mental and physical joy and fulfillment, but also bring the producers huge commercial profits, so as to realize win-win effect for both the producers and customers.

Key words: slogan, rhetoric, commercial value, win-win

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    CONTENTS

    0. Introduction………………………………………………………………………..1

1. The definition of slogan and rhetoric.....................................................................1

    1.1 The definition of slogan…………………………………………………………...2 1.2 The definition of rhetoric………………………………………………………….2

    2. The characteristics of advertisement English……………………………………3

    2.1 The characteristics of the word……………………………………………………3 2.2 The characteristics of syntax………………………………………………………4 2.3 The characteristics of rhetoric……………………………………………………..5

    3. The relevation of Coca-Cola Companys Advertisements………………………5

    3.1 Coca-ColaThe immorital brand accumulated for one hundred years…………..6

     3.1.1 The design of brand identity…………………………………………………6

     3.1.2 Brand positioning in slogans…………………………………………….......6 3.2 Rhetoric in Coca-Cola Companys slogan………………………………………...7 3.3 The characteristics of Coca-Cola Companys slogan…………………………….10

     3.3.1 Concise statement, refined word…………………………………………...10

     3.3.2 Sufficient combination of language and culture……………………………10

    4. The win-win commercial value in Coca-Cola Companys slogan……………..10

    4.1 Customers acceptance of its slogans…………………………………………….11 4.2 Producers to achieve the largest profit and build brand image…………………...11

    5. Conclusion………………………………………………………………………...12 6. Works Cited………………………………………………………………………13

0. Introduction

    With the appearance of goods, advertisement is the bridge to combine customers and goods as a communication activity. Customers remember a brand always begining with a creative slogan. Excellent advertisement slogans cant leave

    with vary kinds of rhetoric. Using proper rhetoric can express different artistic

    conception, inspire peoples imagination and physical resonance. Coca-Cola

    Company is the biggest drink company in the world, using excellent advertisments to propaganda played an important role in its development. The advertisers used all kinds of rhetoric to create a great artistic effect, these advertisements attracted the customers great intrest, so the advertisers achived the purpose of promoting their drinks. Thus it can be seen that advertisements have a huge influnce on peoples life.

    Therefore, through researching the use of rhetoric to create attractive slogans, making them affect customers desire to consume, working out huge commercial profit is the subject that advertisers should to study. The present work is an investigation of researching the function and characterastics of rhetoric in advertising design from the perspective of rhetoric, taking the slogans of Coca-Cola Company as an example. This thesis consists of five parts. Chapter one deals with the definition of slogan and rhetoric. Chapter two is an analysis of characteristics of advertisement English. In Chapter three, three questions are discussed, study the Coca-Cola Company in detail. Chapter four deals with the win-win commercial value of Coca-cola Companys

    slogans, from the perspective both customers and producers. Chapter five gives an conclusion of the whole thesis.

    1. The definition of slogan and rhetoric

    Nowadays, the products promotion cant leave the propaganda of advertisements.

    Slogans play an important role in advertisements. Using rhetoric in slogans makes them gorgeous and colorful. Then what are slogans? Whats the definition of rhetoric?

1.1 The definition of slogan

    Slogan has both broad meaning and narrow meaning. The broad meaning refers to a kind of advertising diction which introduce goods, culture, entertainment to the public through communicating media. The slogan can be divided into two parts: one is advertisement title, the other is advertisement body. Slogan must combine with the social groups and never out of the reality. It also should highlight the corporate culture which the company accumulated for a long time and grasp the marketing trend. The advertising language is not only a commercial language, but also an artistical language which include literature, aesthetic and psychology and so on, so it is also called “loaded artisic language”. Advisers use slogan to convey production

    information, set up production image and inspire consumption desire. From the perspective of pragmatics, advertising is a pragmatic act. The purpose is to persuade customers to accept their products and service, this is a persuasive speech act. Advertisement slogans isn’t simply change between language symbols, but a comprehensive cross-cultural communication activity. This can bring a shock in traditional custom, belief etc. to the countries which their products poured in, and affect the market share and sales of goods.

1.2 The definition of rhetoric

    Retoric is a process of when using language,choosing language elaboratly according to the purpose, making every efforts to promise the article more correct, more wonderful.(Chen 31). Rhetoric means according to the language environment and expression content, use all kinds of language materials and technique of expression to gain an ideal expression effect in a perfect language form. Rhetoric is artistic language. The famous liguist Chen Wangdao, divided rhetoric into two parts in his work The Origin of Rhetoric. One is negtive rhetotic, it stresses specificity,

    liquidity and steadity; the other is positive rhetotic, it emphasises figure of speech. (42-57) From the perspective of pronunciation, negtive rhetotic has natual two-syllable pronunciation and harmonous rhyme, it usually use inverted sentence,

    elliptical sentence as its sentence structure. Positive rhetoric include antithesis, pun, paradox, simile, exaggeration and anadiplosis etc.

2. The characteristics of advertisement English

    Advertisements must have selling power to inspire customersdesire to buy; they

    must have memory value to impress the readers. Therefore, English advertisements must be attractive with attention value and readability. The characterastics of English advertisements are closely related to the above features.(Qin 52) English advertisements generally consists of two parts: display advertising and classified advertising. The former regards profit as purpose, such as commercial advertisement; the latter is non-profit, such as rental advertisement. All of these advertisements have the same characterastics: creative word, simple sentence structure, various rhetoric.

2.1 The characteristics of the word

     The words in advertisement slogans usually be short. They are simple words which people are familiared with. Beside this, words in slogans have many other characteristics.

    2.1.1 New words

     To make the advertisement slogan more active, advisers create some new words, such as an fruit drink advertisement slogan: Come to our Fruice.(Fruice=Fruit Juice) 2.1.2 The use of commendatory adjectives

     In English advertisement slogans, advisers usually use commendatory adjectives to make a wonderful description about their products. These adjectives include excellent, perfect, fantastic, amazing, unique, super and magic etc. 2.1.3 The frequent use of comparative and superlative adjectives a lot

     Using comparative adjectives and superlative adjective in advertisement slogans can lift the position of the products and build a perfect image invisibly. Such

    as an advertisement of photo studio: The most wonderfully taken photo. 2.1.4 Brief words

    English advertisement slogans are designed to make customers know their products then want to by their products, therefore, the slogans must be easily understood. They must be accepted by the customers. For example, advisers use buyin slogans instead of purchase.

    2.1.5 The use of personal pronouns

     In English advertisement, the first personal pronoun refers to advisers, the second personal pronouns refer to customers, the third personal pronoun repesents the person or object the reader is familiar with. Take a watch advertisememt slogan for example: We made this watch for youto be part of your life.

    2.1.6 The use of indefinite pronouns

     Indefinite pronouns appearing in advertisement slogan can show charismatic features of their products, it also means their products have already been used by most of the customers. Such as an advertisement of McDonalds: McDonalds, the

    all-American Taste.

    2.1.7 The use of slangs and proverbs

     Slangs and proverbs make slogans easily accepted by the public, take a slogan for example: The records be worth gonna, so keep good track of that tape.

2.2 The characteristics of syntax

     Using all kinds of sentence patterns is the obvious characteristic of advertisement slogans. Each of these sentence patterns has its own charm. 2.2.1 Elliptical sentences

     The English advertisement slogan use lots of elliptical sentences. Such as an advertisement of a packing company: (Do you) Want your product stand out? 2.2.2 Brief positive sentences

     The brief positive sentences make the slogan stress the key point, meanwhile,

    praise the products from another aspect. For example, an advertisement of an automobile company: Honda has always made good cars, people love them.

    2.2.3 Imperative sentences

     English advertisement slogans always use imperative sentences, and mainly use the following three kinds of verbs:first, to express the meaning of possession, such as have, get, choose, keep. Second, verbs with the meaning of consumption, such as taste, use, try. Third, verbs with the meanig of causing attention, such as an slogan of Kodak Company: Dont forget to feed your camera. Pick up several rolls of your favoriate kind of Kodak film at your supermarket. And have a memorable weekend..

    2.2.4 Interrogative sentences

     Interrogative sentences consist of two parts: general questions and special questions. For example a slogan of hair dyes: Are you going gray too early? Another is a slogan of phone cards:What? Too busy to call your mother?

    2.3 Characteristics of rhetoric

     Rhetoric is a fixed form with unique expressing effect shaping in the process of modifing the language. It has three features: vivid ideographic function, a certain law of structure and special language pattern.(Chen 42). In English, from the perspective of image, rhetoric include simile, metaphor, metonymy, analogy etc. From the perspective of the semantic, it has exaggeration, pun, irony etc. From the perspective of words and sentences, rhetoric has parallelism, contrast, repetition etc. In the following part, we will take the Coca-Cola Company as an example to discuss rhetoric in its advertisement slogans.

3.The relevation of Coca-Cola Companys adevertisements

     The Coca-Cola Company was set up in 1892, head-quartered in Atlanta. It has 48 percent of the market share in the worlds drinking market. After the year of 1927,

    they successfully broaded Chinese market. All of these owned to their smart strategy. We can get lots of relevation from their process of development.

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