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1、英语广告语言修辞特点2008年l2月第4期教学与科技33RhetoricalFeaturesinAdvertisingEnglishLiuXi(CAEPInstituteofTechnology,MianyangSichuan,621900)AbstractThispaperpresentsananalyticalstudyoftherhetoricalfeaturesofEnglishadvertisements,includingsimile,mempho~pun,l~rsonification,parallelism,hyperbole,metonymy,andrhe
2、toricalquestion.Beingfamiliarwithcommonrhetoricalfeaturesandskillshelpstoread,understandandeventranslateEnglishadvertisementKeywordsadvertising;discourse;rhetoricalfeatures;1AnIntroductiontoAdvertisingWeliveinaworldofadvertising.Aspotentialconsumers,weareendlesslybombardedwithallkindsofpro
3、ductorserviceinformationfromvariousmedia,includingnewspaper,magazine,television,radio,poster,Internet,etc.Advertisingprovidesavaluableservicetosocietyauditmembers,becauseitdefinesforconsumersthemeaningandtheroleofproducts,services,andinstitutions.Itindicatesthedifferencethatexistsbetweenbr
4、andsofproductsandalternativeservices,aswellasthedistinguishingcharacteristicsofcompaniesandinstitutions.Advertisingalsotellstheconsumerwhataspecificproduct,brandorserviceshoulddowhenitisusedandthushelpshimorhertounderstandandevaluateexperiencewiththeproductsandservicesthatheorsheuses.Onthe
5、otherhand,bymakingpeopleawareofproducts,serviceandideas,advertisingpromotessalesandprofits.Finally,advertisingbecomesoneofthemajorforcesthatarehelpingimprovethestandardoflivingaroundtheworld.Combinedwithallthesecommunicational,marketingandsocialfunctions,advertisingbecomesindispensableinth
6、emoderaworld.1.1DefmitionAmericanMarketingAssociation(AMA)definesadvertisingas''thenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.''Today,withthedevelopmentofthetechnologyandthediversit
7、yofthemassmedia,advertisinghasinfluencedUSpervasivelyinourdailylife.However,whatevertheprimitivestrategiesadvertisingtakes,languageisthemaincarrierofmessageallalong,asTheLanguageofAdvertising,byVestergaard&Schroder,says,''Advertisingtakesmanyforms,butinmos
