On the Use of Rhetoric in Englsh Advertisement论修辞在英语广告中的应用.docVIP

On the Use of Rhetoric in English Advertisement 论修辞在英语广告中的应用 Abstract Advertisement is a popular cultural phenomenon in people’s daily life. It not only provides the information about products and stimulates the purchasing power, but also enriches people’s ideological life. Rhetoric is one kind of important expressive device in language. It refers to interpreting abstract and complex ideas or processes through simple and concrete methods. Since rhetoric is full of imagination, it can promote the transmission and communication of emotions and ideas. Rhetoric exists in writings with various styles, especially, in advertisements. Rhetoric plays a very important role in English advertisement, acting as a key element for the success of an advertisement. The thesis, based on the respective studies of the definition of advertisement and rhetoric, makes a careful analysis of the use of main rhetorical devices in English advertisement, including simile, metaphor, pun, personification, parallelism and rhyme, targeting at promoting the further development of advertisement. Key Words English advertisements; rhetoric; function 摘　要 广告是人们日常生活中最常见的一种文化现象，不仅提供产品信息，刺激购买力，而且丰富人们的精神生活。 修辞是一种重要的语言表达手段，是用简单具体且充满想象的方法将抽象复杂的思想或进程阐释出来，能够促进情感的传递和思想的表达。 修辞存在于各种文体之中，尤其在英语广告中起着极为重要的作用， 是影响英语广告成败的关键。 论文从分析广告及修辞的定义和功能出发，认真研究了主要修辞手段在英语广告中的作用，包括明喻、暗喻、双关、拟人、平行和押韵等修辞手段，旨在推进广告的进一步发展和提高。 关键词 英语广告; 修辞; 功能 Introduction Nowadays, 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.