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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 Nowadays, advertising is closely related to our life, and the competition in advertising industry is becoming more and more intense. In order to make their advertisements stand out and get the best economic benefits, the businesses are racking their brains. And if they can use the appropriate rhetorical devices in the advertisement, they will make the advertising catchy and deeply popular, so that the popularity of the products can be rapidly improved. The use of rhetorical devices plays a very significant role in advertising language. Learning and understanding the correct use of rhetorical devices in advertisements can enable the English learners to read advertisements better, write advertisements, and perceive the charm of advertising language. This paper analyzes the application of some typical rhetorical devices in advertising through literature retrieval method, comparative analysis, exemplification, induction and so on. Through a large number of examples, businessmen and English learners can realize the significance of using rhetorical devices in advertising and provide some help and reference for their use of rhetorical devices in future advertising. 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 |
