useofrhetoricinenglishadvertisement修辞在广告中的应用

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1、UseofRhetoricinEnglishAdvertisement【Abstract】Advertisementisapopularculturalphenomenoninpeople’sdailylife.Itnotonlyprovidestheinformationaboutproductsandstimulatesthepurchasingpower，butalsoenrichespeople’sideologicallife.Rhetoricisonekindofimportantexpressivedeviceinlanguage.Itrefe

2、rstointerpretingabstractandcomplexideasorprocessesthroughsimpleandconcretemethods.Sincerhetoricisfullofimagination，itcanpromotethetransmissionandcommunicationofemotionsandideas.Rhetoricexistsinwritingswithvariousstyles,especially，inadvertisements.RhetoricplaysaveryimportantroleinEn

3、glishadvertisement，actingasakeyelementforthesuccessofanadvertisement.Thethesis，basedontherespectivestudiesofthedefinitionofadvertisementandrhetoric,makesacarefulanalysisoftheuseofmainrhetoricaldevicesinEnglishadvertisement，includingsimile,metaphor,pun，personification,parallelismand

4、rhyme,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來，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屮，尤其在英语广告屮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

5、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IntroductionNowadays，concerningwithadvertisement，differentpeoplehavedifferentopinions.Formostofthepeople，thedistinctfeatureofadvertisementisthatadvertisementisacombinationofcontentandstyle.Thatistosay

6、，agoodadvertisementnotonlyhasattractionincontent，butalsohascharminstyle.Obviously,thedeterminativefactorofagoodorabadadvertisementiswhethertheuseofrhetoricisappropriateornot.Itcanbefoundthattheuseofrhetoricplaysaveryimportantroleinadvertisement.Withouttheuseofrhetoric，absolutely，th

7、ereisnogoodadvertisement.Therefore,itisnecessarytomakeananalysisandstudyonthissubject.ThewholethesisisconcernedabouttheuseofrhetoricinEnglishadvertisement,andthethesisisdividedintothreeparts.Thefirstparttalksaboutthedefinitionandfunctionofadvertisement.Thesecondpartillustratesthede

8、finitionandfunctionofrheto