続・広告コピーのレトリック ――[More] Rhetorical Devices in Print Advertising
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著者 | Ｌ. Ｊ. リンク〔著〕 |
| 刊行日 | 1998年2月25日 |
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| ISBN | 978-4-327-45119-6 | |
| Cコード | 1082 | |
| NDCコード | ||
| 体裁 | A5判 並製 118頁 |
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| 定価 | 定価2,090円(本体1,900円＋税10％) |
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- 内容紹介
- 前作好評につき、最新の広告コピーをさらに50作集めた。レトリック別にそれらがいかに工夫された効果的なコピーであるかを明快な英文で解説する。
- 目次
- 1. THE MEEK MIGHT INHERIT THE EARTH. BUT…
Variation on an Allusion
2. WHY GAS STATIONS SELL FOOD
A Question the Reader Has to Answer
3. PULL YOURSELF TOGETHER
Double-Entendre : Sex Drama
4. WHILE YOU DON'T NECESSARILY
Dual Appeal
5. IRONICALLY, HE'S THE ONE…
Unexpected Reversal
6. IN OUR LIVES
Narrative Realism
7. ONCE IT GRIPS, IT NEVER LETS GO
Dual Reference : Dual Purpose
8. BULLDOZING
Functional Transformation
9. WELCOME TO MARLBORO COUNTRY
Irony
10. 13.5 MILLION SMOKERS WILL ADMIT IT'S BAD
Preempting Your Opponent （Prolepsis）
11. IF YOU POUR THIS ON A SUIT
Unexpected Juxtapositon
12. THE SUGGESTED RETAIL PRICE
Indirect Vulgarity （Meiosis）
13. BORING THINGS
Making the Negative Positive
14. PRODUCT BENEFITS : Too fast…
Making the Negative Positive
15. THE PRICE, HOWEVER, IS…
Comic Play on Words （Literal and Figurative）
16. COUNTRY RETREAT YOURSELF
Multi-Ambiguities （Amphibology）
17. LOSE CONTROL
Contextual Ambiguity
18. SET YOUR MORTGAGE IN STONE
Literal and Figurative
19. TAKE THE PLUNGE
Amusing Hyperbole
20. CAN YOU REALLY AFFORD
A New Twist to an Idiom
21. TAKE THE BLAHS OUT OF CHURCH PUBLISHING
Targeted Audience and Onomatopoeia
22. LIFE AS AN EXPAT CAN BE FULL OF SURPRISES
Targeted Audience
23. FOIE GRAS
Irony
24. AVERAGE AGE…
Class Contrast and Parallel Structure
25. CRAIN'S SUBSCRIBERS
Appeal to Status
26. HOW TO LIVE COMFORTABLY ON…
Appeal to Status
27. MAID IN TORMENT
Quirky
28. BIG DEAL
Sequential Response （Implied Dialogue）
29. IS HAVING NINE LIVES LUCKY ?
Two Approaches to a Famous Proverb
30. JEKYLL AND HYDE
Allusion
31. WHERE CHILDREN ARE SELDOM SEEN
Indirection and Cnnotation
32. CINDY CRAWFORD'S CHOICE
Testimonial, Transference and Lying
33. OUR UNDERGARMENTS ARE GUARANTEED
Virtues of a Defect
34. JOYCE INSTEAD OF KATE
A Pun That is not Bitter
35. EXPORTED FROM KENTUCKY
Unexpected Connotation
36. PLASTIC FLOWERS IN A MING VASE
Extended Parallelism through Implication
37. PRICED SO YOU CAN FEEL THE WIND…
Making the Impossible Possible and Euphemism
38. PI
Homonym and Rebus
39. THE WHOLE DAM THING
Homonym Pun
40. IF YOU EVER CONSIDER
Real Needs vs. Imagined Needs
41. YOU COULD HIRE A STRAIGHT DECORATOR
Profitable Prejudice
42. NOT A GREAT CHOICE
Appeal to Power
43. OKAY, YOU'VE DONE THE GOATEE THING
Synechode
44. HOW GOOD IS OUR STEAK ?
A Risky Hyperbole
45. WHY WE HANDLE BOTTOMS WITH GREAT CARE
Pun
46. PLUMPKIN PIE VS. PUMPKIN PIE
Pun （Paronomasia）
47. BAR NONE
Pun
48. AFRICAN. EUROPEAN. ASIAN. RACIST.
Comparison, Sequence and Irony
49. URINAL CHAT
Unexpected Situation
50. WHOEVER MANED THEM “SECURITIES”
Doubting a Definition