论英语广告中的修辞手法.doc

【标题】论英语广告中的修辞手法 【作者】刘 兵 【关键词】英语广告;?修辞;?功能 【指导老师】鲁 晓 权 【专业】英语 【正文】I. IntroductionNowadays, concerning with advertisement, different people have different opinions. For most of the people, the distinct feature of advertisement is that advertisement is a combination of content and style. That is to say, a good advertisement not only has attraction in content, but also has charm in style. Obviously, the determinative factor of a good or a bad advertisement is whether the use of rhetoric is appropriate or not. It can be found that the use of rhetoric plays a very important role in advertisement. Without the use of rhetoric, absolutely, there is no good advertisement. Therefore, it is necessary to make an analysis and study on this subject. The whole thesis is concerned about the use of rhetoric in English advertisement, and the thesis is divided into three parts. The first part talks about the definition and function of advertisement. The second part illustrates the definition and function of rhetoric. The third part makes a carefully study on the use of main rhetorical devices in English advertisement, such as, simile, metaphor, pun, personification, parallelism and rhyme.II. The Definition and Function of Advertisement??? As for advertisement and products, some people believe the successful selling of products cannot be separated from advertisement. Advertisement keeps people informative about the price and function of products; what’s more, advertisement can help to improve products’ brand awareness and its reputation.A. The Definition of Advertisement????“Advertisement is the non—personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media”1. Advertisement has taken many different kinds of forms from ancient times. At the beginning, advertisement evolved to take a variety of forms and to permeate nearly every aspect of the society.???? Advert