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| The Analysis on Rhetorical Devices in Advertising English 广告语中常见的修辞手法分析 Abstract Along with the development of socialism marketing economy, more and more merchants gradually realize the important functions of advertisement, and this inevitably facilitates the thriving in advertisement. Meanwhile, advertisement and people’s daily life are closely connected. Gorky once said that as an affecting power, the real beauty of language lies in producing the accuracy, clearness and pleasure of words. This sentence also suits for advertising. The advertisement scholars think that advertising language is the core and life support of an advertisement. In the increasingly ferocious advertisement competition, some advertisements are unknown, while some of them are impressive and are remembered, some advertising languages are taken as classic. For those classic advertisements, they are accurate and concise, vivid and image with rhythm, which interprets the charm of rhetoric. How to maximal attracting consumers’ eyesight and improve product reputation within short time is a problem worth merchants to concern. While studying on advertisement creation, it is necessary to study the application and functions of rhetoric strategies in advertising. This paper combines cases study analysis, and explores the influences and functions of rhetoric manners in advertisement, and aims at helping people better understanding the uniqueness and enlightenment system of advertising. In the premise of analyzing the effects and functions of rhetoric strategies, this paper hopes people to understand the importance of rhetoric for advertisement, the feasibility and necessity of rhetoric application in advertisement. Key words: Rhetoric; Advertisement; Product Propaganda; Consumption Contents Abstract .....……………………………………………………….……….……......I 摘 要………………………………………………………………………………III 1. Introduction…………………………………………………………...………..1 1.1 Research Background…………………………………………………..……….1 1.2 The Purpose of the Study……………………………………….……………. 1 1.3 The Significance of the Study.........……………………………………….....1 1.4 The Structure of the Research Thesis………………………………………….2 2. Literature Review…………………………………………………...………...2 2.1 The Definition of Rhetoric……………………………………………..……….2 2.2 Definition of Advertisement English…………………………….……………. 3 2.3 Related Researches and Studies... ... ... ... ... ... ... ... ... ... ........ ........….....4 2.4 Research Methods ………………………………………………………5 3. Rhetorical Devices in Advertising English……………………………5 3.1 Pun………………………………………………………………………..…...5 3.2 Metaphor………………………………………………………………………6 3.3 Rhyme…………………………………………………………………………6 3.4 Parody…………………………………………………………………………6 4. The Application of the Rhetorical Devices in Advertising English…………7 4.1 The Application of Pun…………………………………………………….…...7 4.2 The Application of Metaphor…………………………………………………9 4.3 The Application of Rhyme…………………………………………………….11 4.3 The Application of Parody…………………………………………………….11 5. Conclusion……………………………………………….……………………12 References………………………………………………..………………………14 |
