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山东师范大学硕士学位论文 Chapter Three Advertising: A Process of Rhetoric of Identification 21 3.1 The Rhetoricity of Advertising 21 3.1.1 Advertising: Persuasiveness 21 3.1.2 The Rhetorical Situation of Advertising 22 3.2 Advertising: A Process of Rhetoric of Identification 22 3.2.1 Motives for Identification in Advertising 23 3.2.2 Substances in Advertising Identification 23 Philosophical Substance 24 Psychological Substance 25 Chapter Four Identification Analysis on the Application of the Rhetorical Devices in the Advertising Language 27 4.1 Simile 27 4.1.1 Definition 27 4.1.2 Case Study 27 4.1.3 Summary 30 4.2 Metaphor 31 4.2.1 Definition 31 4.2.2 Case Study 31 4.2.3 Summary 34 4.3 Personification 35 4.3.1 Definition 35 4.3.2 Case Study 35 4.3.3 Summary 37 4.4 Pun 38 4.4.1 Definition 38 4.4.2 Case Study 38 4.4.3 Summary 41 4.5 Hyperbole 42 4.5.1 Definition 42 山东师范大学硕士学位论文 4.5.2 Case Study 42 4.5.3 Summary 44 4.6 Parody 45 4.6.1 Definition 45 4.6.2 Case Study 45 4.6.3 Summary 47 4.7 Metonymy 48 4.7.1 Definition 48 4.7.2 Case Study 48 4.7.3 Summary 50 Conclusion 51 Bibliography 55 Acknowledgements 59 Published Papers 61 山东师范大学硕士学位论文 Abstract The thesis aims to analyze the rhetorical devices in the advertisement and deal with the problem of how to reduce the division, become consubstantial and achieve identification between the advertiser and audience according to rhetoric of identification based on Kenneth Burke’s new rhetoric. The theoretical foundation of the thesis is the rhetoric of identification, including identification by sympathy, identification by antithesis and identification by inaccuracy. It is used to analyze the application of rhetorical devices in the advertisement, exploring the process of reducing the division and building identification between the advertiser and audience. Apart from introduction and conclusion, the thesis is divided into four chapters. Chapter one is a review on advertising and rhetoric, including previous researches on advertising at ho