the rhetoric features of advertising english

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1、毕业论文（设计）TheRhetoricFeaturesofAdvertisingEnglish1Introduction12TheRhetoricFeaturesinAdvertisingEnglish32.1RhetoricfeaturesinadvertisingEnglish32.1.1Aboutrhetoric32.1.2TheimportanteffectsofrhetoricfeaturesinadvertisingEnglish43RhetoricalDevicesinAdvertisingEnglish53.1Metaphors53.1.1Defi

2、nitionofmetaphors53.1.2FeatureofmetaphorinadvertisingEnglish53.1.3Metaphorsinadvertising63.2Pun93.2.1Definitionofpun93.2.2FeatureofpunsinadvertisingEnglish103.2.2.1Ambiguity103.2.2.2Thedoublecontext103.2.3Punsinadvertising113.3Irony143.3.1Definitionofirony143.3.2Featureofironyinadvert

3、isingEnglish153.3.2.1Makingadvertisementsattractive153.3.2.2Makingadvertisementshumorous163.3.2.3Makingadvertisementsbrief184.Conclusion20References211IntroductionInmodernsociety,advertisementscanbeseenorheardeverywhere—innewspaperandmagazine,onradioandtelevision,onInternetandmobileph

4、one,onstreetandbus.Advertising,astheinternationalcommerciallanguage,arepenetratingeverycorneroflife.Themainpurposeofanadvertisementistocatchpeople’sattentionbymeansofashortmessageandpersuadethemtobuytheirproducts.Geisdefinesadvertisinglanguageasbelow:“Thelanguageofadvertisingislanguag

5、ethat22毕业论文（设计）isusedineffortstopersuadeorotherwiseenticetopurchaseproductsorservices,voteforpracticalcandidates,modifytheirbehavior(justsayNo!),orcometoadoptafavorableviewofsomecorporateentity(weareworkingtokeepyourtrust.)”(1994:42)AccordingtoGeis’sdefinition,peoplecangetabettercompr

6、ehensioninadvertisinglanguage.Advertisinglanguageisawayofcommunication,withpersuasiveintentionforsalespromotionandothercommunicativepurposes.Astheessentialroleinsociety,successfuladvertisementmustaccomplishthefollowing:first,advertisingestablishestheidentityofaproductanddistinguishesi

7、tfromothersintheline;second,itconveysinformationabouttheproduct;third,itcaninduceconsumerstotrytheproductsandtosuggestreuse;fourth,itcanhelpbuildbrandoftheadvertisedproductstoothers.However,howcanadvertisingarouseconsumers’interestandmakeconsumersdesiretobuytheproducts?Howcanadvertisi

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