Xu Jingde of Sichuan Pengshan Qinglong Junior High School

With the development of commodity economy, there are more and more advertisements, and figures of speech have been widely used in advertisements, such as:

1, the use of puns: "Alishan melon seeds are happy to eat." This "happy after eating" is a pun, which means that Alishan melon seeds are delicious, and they will be opened after eating. Alishan melon seeds are delicious and enjoyable after eating. It is both concise and profound.

2. Mosaic application: "Full cooperation, unlimited power, Tongwei feed". It embeds "Tongwei Feed" into "full cooperation and unlimited power", which fully expresses Tongwei Feed Factory's desire to cooperate with users to play "unlimited power". Advertising is unfortunate.

3. Imitation application: the advertising word of Qinglin feed is "feed with twice the result with half the effort, Qinglin feed". Changing the idiom "get twice the result with half the effort" into "feed" highlights the advantages of Qinglin feed, which is refreshing and memorable.

4. Application of irony: The advertisement of Pegasus monosodium glutamate is "The biggest disadvantage of Pegasus monosodium glutamate is that it makes you spend more money on food and grain." On the surface, it means that flying horse monosodium glutamate makes you spend more money, but in fact, it is promoting flying horse monosodium glutamate to be "delicious" and let you eat more vegetables and food. On the contrary, it has achieved good results.

5. The application of stippling: Our Peng Zu wine advertisement points out people's desire to live a long life, saying that drinking Peng Zu wine has lived for 99 years, which is related to the legend of "800 Autumn in Peng Zu", which is humorous.

6. Q Quotations Application: The advertisement of Longjiao is: "Do you know what kind of glue is used by the goddess of heaven? It is the Julong brand glue produced by Chongqing Ink Factory. " Everyone knows that the goddess of mending the sky is a myth, and it is even more false to say that it is made of julong glue, but no one will blame the nonsense said in the advertisement. On the contrary, I deeply remembered "Julong Glue" because of humor.

7. Show the application of the current situation: the advertisement of Suizhou wine is even more funny, showing the scene of Chang 'e and "I" drinking in front of our eyes: "The moon is in the sky, the moon is in the sky, and the moonlight is sprinkled on the bottle. Suizhou wine is hard to say. If you don't drink it, you just can't sleep. The fragrance of wine floated into the moon palace, and Chang 'e was delighted to hear it. Chang 'e girl came down to earth and insisted on drinking with me. One for you and one for me.

8. The use of parallelism and intricacy: intricacy is to deliberately choose different words or uneven forms to avoid monotonous flat rhetoric. The advertising slogan of Shancheng Beer is "When you are happy, you can't leave Shancheng Beer; When you are upset, please open mountain beer; When struggling, please drink mountain beer; When I succeed, I will propose a toast to you. " How boring it would be to replace "inseparable", "please drive", "please drink" and "to propose a toast to you" in the advertisement with "please drink"!

9. Use of "Biejiege" and "Pun": Some advertisements not only use one figure of speech, such as the advertisement of Leng Suanling Toothpaste, but also use two figures of speech. Its slogan is "Brush your teeth in the morning and evening, be tenacious, cold acid toothpaste". One of the meanings of the advertisement is that cold acid toothpaste is good, be determined, and use it to brush your teeth in the morning and evening. Another meaning is to interpret the meaning of "perseverance" as "perseverance", which means that as long as you keep brushing your teeth in the morning and evening, your teeth will be "tough" and will not be "pulled out", which is meaningful.

In addition, there is the application of metaphor: five hibiscus flowers are clean and beautiful. The application of metonymy: Sichuan-Hong Kong photo studio, leaving your eternal love. Application of thimble: Chuantuo wine, Shuzhongxiu; Show bells in Shu, Sichuan Tuo wine. Application of repeated grid: delicacies need wine, and the second one is better; If you want wine, the second is better. Good food requires good wine, and the second is better. Exaggerated application: the world's mornings are full of Nestle coffee. Application of contrast: running on a flat road in rotten shoes still feels like running on a rotten road. Running in Aida shoes is bad, and the result is running flat. ...

The application of figures of speech in advertisements can make advertisements concise, profound, implicit and elegant; Or make advertisements humorous, witty, vivid, lively, popular, easy to understand and easy to remember, or make advertisements sonorous in tone, harmonious in rhythm and catchy ... In short, make advertisements better and better, more beautiful and more skillful. In a word, let the advertisement shine!