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

论修辞在英语广告中的应用 On the Use of Rhetoric in English Advertisement Abstract Advertisement is a popular cultural phenomenon in peoples daily life It not only provides the information about products and stimulates the purchasing power but also enriches peoples ideological lifeRhetoric 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 ideasRhetoric 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 Therefore it is necessary to make an analysis and study