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1、修辞学期末论文RhetoricinAdvertisingLanguage班级A1013班姓名欧阳彬彬学号20Abstract:ThispaperdescribesthecharacteristicsofadvertisingEnglishaswellassomecommonrhetoricaldevices,andfromthepragmatic,communicativepointofviewanalyzesthecharacteristicsofsomerhetoricaldevice.Keywords:advertisingvocabula
2、rycharacteristics;advertisingEnglishrhetoricalmeans;Preface:InEnglish,"advertising"(advertisement)isgraduallypopularinthemiddleoftheseventeenthcenturywhenLarge-scalecommercialactivitiesbeganinBritish.Itoriginallymeans"commercialnotices."Today,advertisinghasrapiddevelopment,by
3、theuseofpropagandaandmedia,suchasnewspapers,radio,televisionandothermassmedia;orwindowsigns,neonsignsandothercommunicationmethods;orevenmusic,artandotherperformancepractices.However,regardlessofhowever-changingthedevelopmentofadvertisingis,themostexpressivemeansisstilllanguag
4、e,becausewhenpeopleareattractedtocertaingoodsandarewillingtobuyandrecommendtoothers,themoreusetoexpressislanguage,namelywesayatordinarytimestoset"word-of-mouth".Whatasuccessfuladvertisingleftisnotonlyvisualandauditoryeffectswhichshockspeople,butalsotheconcise,elegantadvertisi
5、ngwords.Rhetoricisawayofusingwordstomakethelanguageaccurateandvivid.Rhetoric,beingusedwell,canplaythetwicetheresultwithhalftheeffort.Tosomeextent,withtherhetoric,advertisingcanenhanceitsinfectivitytoreachthepurposeofimpressingconsumers.Thereforetheapplicationofrhetoricinadver
6、tisingEnglishhasbecomeparticularlyimportant.一、ThelexicalfeaturesofadvertisingEnglish Thebasiccharacteristicsofadvertisingistomakealimitedspaceexpressmoreinformation.Advertisingisnecessarytoshort,butalsotounderstandableandaccuratelyreflectthecontents.Therefore,oneofthechara
7、cteristicsofadvertisingwordsistobeshort,simple,conciseandeasytounderstand. 1.1straightforward,popularandeasytoremember Adwordsmusthaveuser-friendlyfeatures,theuseofpopularoralvocabulary,withlittleornoobscure,esotericwords,sothatconsumerscanunderstandandspeakthemclearly.Suc
8、has:Example1:Nike,justdoit7Example2:ScotsWhiskyUncommonlysmooth.Exam
