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This paper will discuss the application of rhetoric in the creation of English news headlines and the influence of rhetoric to the readers. The process of analysis includes three parts: classification of rhetoric in the English media news headlines, functions of rhetoric in the English media news headlines and comparison of rhetoric between English news headlines and Chinese news headlines.
2. Classification of Rhetoric in English Media News Headlines
The key point to judge the effectiveness of a news headline is to measure if it could attract readers’ attention. To reach this goal, authors of news often employ various kinds of rhetoric in the news headlines. It is with the help of rhetoric that the imagination of readers will be stimulated. Contemporary English rhetoric theory pides all kinds of English rhetoric into 26 species (Xie Zujun, 2002: 6-7). Under the guide of this theory, this paper generalizes all rhetoric that employed in English news headlines into 9 species.
2.1 Simile
(1)Definition
In simile, the subject (which is being described) and the object (which is similar to the subject) both appear in one sentence. Simile often appears in this form: A looks like B. A here equals to the subject, and B to the object. Conjunctions like “as”, “like” are often used in simile to link up the subject and the object.
(2)Examples
Records Fell Like Ripe Apples on a Windy Day
John Irving: The Bizarre as Commonplace
2.2 Metonymy
(1)Definition
Instead of directly state the case, with metonymy people always use closely related objects to represent the subject. Metonymy emphasizes imagination, not similarities between the subject and the object; this is where it differs from simile. Through their imagination, readers could not only understand what are the authors talking about, but also bring the features of the subjects to their minds, thus the headlines could leave strong impression to the readers. Using metonymy properly could bring humor and sarcasm into headlines.
(2)Examples
Struggle between the Kimono and the Miniskirt
Random Hearts
2.3 Euphemism
(1)Definition
Euphemism intends to replace the unpleasant or disrespectful expression by amusing or vague expression. Euphemism does not change the original meaning of the sentence.
(2)Examples
The Reactor Running Out of Control——Above Critical
Making Use of Active Defense to Break the Strength of P.L.O
2.4 Alliteration
(1)Definition
Alliteration means a phrase or a sentence involves several words that have the same beginning rhyme or end rhyme. Alliteration could make headlines favorable in sound, content and form. This advantage makes alliteration a fashion in English news writing.
(2)Examples
Needy or Greedy?
Pei’s Pyramids Puzzle Paris
2.5 Antithesis
(1)Definition
Antithesis uses emotionally antithetical words to produce vivid contrast or comparison. It is different from metaphor because antithesis focuses on the differences between the subject and the object, not their similarities. Readers could be left deeper impression of the subject through antithesis.
(2)Examples
Little Book’s Big Author
New Ideas for an Old Crop
2.6 Pun
(1)Definition
A word has two or more definitions in a sentence to make a humorous or ridiculous sense by different ways to understand the word. Pun is sometimes hard to understand because it has various ways to explain the sentence.
(2)Examples
No Bellas
Tick, Tock, Tick…Talk
2.7 Parody
(1)Definition
Parody imitates idioms, poems or masterpieces to make headlines more attractive to readers. It is simple in form but deep in connotation.
(2)Examples
Red Star over Hong Kong