（广告传媒）论文修辞在广告中的应用.pdf

（广告传媒）论文修辞在 广告中的应用 UseofRhetoricinEnglishAdvertisement 【 Abstract 】 Advertisementisapopularculturalphenomenoninpeople’sdailylife.Itnotonlyprovides theinformationaboutproductsandstimulatesthepurchasingpower,butalsoenrichespeopl e’sideologicallife. Rhetoricisonekindofimportantexpressivedeviceinlanguage.Itreferstointerpreti ngabstractandplexideasorprocessesthroughsimpleandconcretemethods.Sincerhetorici sfullofimagination,itcanpromotethetransmissionandmunicationofemotionsandideas. Rhetoricexistsinwritingswithvariousstyles,especially,inadvertisements.Rheto ricplaysaveryimportantroleinEnglishadvertisement,actingasakeyelementforthesucce ssofanadvertisement.Thethesis,basedontherespectivestudiesofthedefinitionofadver tisementandrhetoric,makesacarefulanalysisoftheuseofmainrhetoricaldevicesinEngli shadvertisement,includingsimile,metaphor,pun,personification,parallelismandrhym e,targetingatpromotingthefurtherdevelopmentofadvertisement. 【KeyWords】Englishadvertisements;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,concerningwithadvertisement,differentpeoplehavedifferentopinions.F ormostofthepeople,thedistinctfeatureofadvertisementisthatadvertisementisabinati onofcontentandstyle.Thatistosay,agoodadvertisementnotonlyhasattractionincontent,b utalsohascharminstyle.Obviously,thedeterminativefactorofagoodorabadadvertisemen tiswhethertheuseofrhetoricisappropriateornot.Itcanbefoundthattheuseofrhetoricpl aysaveryimportantroleinadvertisement.Withouttheuseofrhetoric,absolutely,thereis nogoodadvertisement.Therefore,itisnecessarytomakeananalysisandstudyonthissubjec t. Thewholethesisi