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続・広告コピーのレトリック ――[More] Rhetorical Devices in Print Advertising

著者 L. J. リンク〔著〕
刊行日 1998年2月25日
ISBN 978-4-327-45119-6
Cコード 1082
NDCコード
体裁 A5判 並製 118頁
定価 定価2,090円(本体1,900円+税)

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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

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