There are English compositions about opportunities, travel, advertisements, etc.

There is no big problem that cannot be solved, and there is no small business that cannot be done. (IBM advertising)

This advertisement not only shows the strong strength of the company, but also reflects its spirit of cooperation and hard work.

2.2 repetition (repetition)

Extra flavor. Not extra food. (food advertisement)

It is suggested that the product has extra flavor, but no extra calories, that is, it will not make people fat. Repeat "extra", the food will be more attractive and consumers will not hesitate.

2.3 rhyme (rhyme)

Go and enjoy the sunshine and happiness. (Travel advertisement)

"To pursue sunshine and joy", the rhyme "sunshine and fun" reminds people of warm sunshine, beautiful beaches and endless fun when playing. How can you not be moved?

2.4 Duality (opposition)

The choice is yours and the honor is ours. (Shopping mall advertisement)

It is a great honor to be free to choose. Through the use of well-structured and echoing antitheses, there is an invisible friendship and tacit understanding between shopping malls and consumers, which also shows that shopping malls have sufficient supply, excellent service and good shopping environment.

2.5 Imitation

Give me a green world or give me yesterday. (Green World brand series night cream advertisement)

Give me the green world night cream, or give me yesterday's youthful appearance. Patrick Henry, a famous statesman and patriotic poet in the American War of Independence, once wrote the poem "Give me liberty or give me death". This advertisement, by cleverly imitating this poem, will certainly produce strong * * * sounds and wonderful associations in consumers' hearts, and stimulate their desire to buy.

2.6 simile (Simile)

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

This paper describes the softness of clothes and the sense of comfort and elegance after wearing them in the form of simile, which makes people want to "wear" them quickly!

2.7 Metaphor (metaphor)

Soft, wrapped and smiling colors, this is a gift to focus on your hair.

The effect of soft hair and pleasant color after using hair oil is described as a gift of hair oil, which makes the product more attractive and human.

2.8 personification (personification)

Unlike me, my Rolex never needs a rest. (Rolex Watch Advertisement)

The personification of Rolex watches by personification means means that the watches are accurate and dynamic, and their quality is worthy of consumers' trust.

2.9 exaggeration

We hid a vegetable garden, which is full of vegetables you can't imagine.

"In an unexpected place, we cherish a garden full of vegetables, which are in a small pie." The variety and delicacy of vegetables are really amazing.

2. 10 Pun

The deal with us is a good deal for you.

This advertisement skillfully combines several different meanings of "clinch a deal". "A good deal" usually means "a lot" and can also be understood as "a good deal". Doing business with us is a good deal that can benefit consumers a lot. Why not?

2. 1 1 irony

If people keep telling you to quit smoking, don't listen ... they want to trick you into living.

"If someone sincerely advises you to give up smoking, ignore him ―― they may be trying to trick you into living longer."

An obvious fact or truth, ironically speaking, makes people feel absurd, and at the same time leads them to distinguish the truth from the absurdity and understand its real purpose.

2. 12 contrast (contrast)

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

Outside, the land freezes to a depth of 3 feet; The room is warm and comfortable, like spring. (electric heater advertisement)

"It's freezing three feet outside, and the house is full of spring." By comparing "outdoor" and "indoor" situations, one side is "frozen" and the other side is "warm and cozy", people have a better feeling and impression of the electric heater that brings warmth in the cold.

3. Information transmission in advertising English

Advertising is a special pragmatic behavior and communicative behavior. When it spreads product information and convinces the audience, it actually achieves certain communication effect through a certain communication process. Then the rhetorical devices used in this process actually have obvious pragmatic features and functions, and also reflect their observance and violation of the "cooperative principle" and its criteria and sub-criteria. Therefore, the audience can understand the information conveyed by advertisements from the perspective of "conversational implicature".

In nature, the information conveyed by advertisements can be roughly divided into:

1) Real information, that is, information that does not violate the cooperative principle and its quantitative and qualitative sub-criteria;

2) False information, that is, untrue information;

3) Fuzzy information with true content or most of it is easy to be misunderstood, because its inaccurate content may lead to public misunderstanding. In the process of transmitting information, it violates the sub-criterion of avoiding ambiguity in the mode criterion;

4) Seductive information refers to "luring" or even deceiving the public to buy and appreciate a commodity with false information. Of course, the public can infer the authenticity of advertising information from its conversational implicature.

4. Pragmatic features and essence of different figures of speech in advertising English.

A successful advertisement is an advertisement that spreads true information and has a good response in the public. However, the rhetorical devices used in successful or authentic advertisements will also violate the cooperative principle and its criteria and sub-criteria. Advertising designers sometimes deliberately violate certain criteria under the premise of cooperation, so that the audience can deduce the conversational meaning beyond the literal meaning of words, thus leaving a deeper impression on advertisements and the products they promote. In this way, advertising has also achieved the purpose of "attracting attention, generating interest, desire and action" (AIDA- attention, interest, desire and action).

Below, we use examples to illustrate the violation of the cooperative principle by successful advertisements.

4. 1 Violation of "Quality Standard"

1) as light as a breeze and as soft as a cloud. This is an advertising word that uses simile, but it obviously violates the quality criterion.

2) Soft, wrapped and smiling colors-this is a gift to focus on your hair. This is a figurative advertising language, but the nature difference between "effect" and "gift" after using hair oil is also obvious.

Interflora's flowers are from the heart. How can "flowers" "talk"? Therefore, personification also violates the principle of confrontation.

4.2 Violation of "Quantity Standard" (maximum quantity)

We hid a vegetable garden, which is full of vegetables you can't imagine.

This advertisement is exaggerated, but how can there be a "vegetable garden" in the "small pie"? This, of course, exaggerates its quantity and scale, that is, it violates the "quantity standard".

4.3 Violation of "Code of Conduct"

She wants to stick her tongue in your mouth. This advertisement, 1995, appeared on the streets of Hong Kong in early 1995. The background picture of the advertisement is a bust photo of a middle-aged woman with a toothless smile. Some people think it's an advertisement for a matchmaking agency, while others think it's an advertisement for a call girl service company.