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

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1、论修辞在英语广告中的应用OntheUseofRhetoricinEnglishAdvertisementAbstractAdvertisementisapopularculturalphenomenoninpeoplesdailylifeItnotonlyprovidestheinformationaboutproductsandstimulatesthepurchasingpowerbutalsoenrichespeoplesideologicallifeRhetoricisonekindofimportantexpressivedeviceinlanguage

2、ItreferstointerpretingabstractandcomplexideasorprocessesthroughsimpleandconcretemethodsSincerhetoricisfullofimaginationitcanpromotethetransmissionandcommunicationofemotionsandideasRhetoricexistsinwritingswithvariousstylesespeciallyinadvertisementsRhetoricplaysaveryimportantroleinEngli

3、shadvertisementactingasakeyelementforthesuccessofanadvertisementThethesisbasedontherespectivestudiesofthedefinitionofadvertisementandrhetoricmakesacarefulanalysisoftheuseofmainrhetoricaldevicesinEnglishadvertisementincludingsimilemetaphorpunpersonificationparallelismandrhymetargetinga

4、tpromotingthefurtherdevelopmentofadvertisementKeyWordsEnglishadvertisementsrhetoricfunction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

5、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IntroductionNowadaysconcerningwithadvertisementdifferentpeoplehavedifferentopinionsFormostofthepeoplethedistinctfeatureofadvertisementisthatadvertisementisacombinationofcontentandstyleThatistosayagoodadvertisementnotonlyhasattractionincontentbutalsoh

6、ascharminstyleObviouslythedeterminativefactorofagoodorabadadvertisementiswhethertheuseofrhetoricisappropriateornotItcanbefoundthattheuseofrhetoricplaysaveryimportantroleinadvertisementWithouttheuseofrhetoricabsolutelythereisnogoodadvertisementThereforeitisnecessarytomakeananalysisands

7、tudyonthissubjectThewholethesisisconcernedabouttheuseofrhetoricinEnglishadvertisementandthethesisisdividedintothreepartsThefirstparttalksaboutthedefinitionandfunctionofadvertisementThesecondpartillustratesthedefinitionandfunctionofrhetoricThethirdpartmakesacarefullystudyontheuseofmain

8、rheto