浅析英语广告中修辞方法的应用

本文从修辞学的角度对英语广告的语言进行了尝试性的探索。在广告如林的时代，为使自己的广告独树一帜，广告撰写人广泛地运用各种修辞手段增强语言的艺术性和感染力，既获得语言描述的生动性又引起人们的丰富联想。广告英语中修辞格的妙用，增强了广告的吸引力，鼓励说服消费者采取购买行动。
本文主要从修辞的角度分析并总结了修辞手段在广告英语中的应用。在文章的第一章，简要介绍了广告的概念和功能以及分类。接着在第二章详尽地阐述了修辞在广告英语中的具体定义，修辞在广告中的功能，以及修辞与广告英语的关系。第三章是全篇的主体部分，以实例分别从词义、音韵、结构的角度分析了广告英语中修辞的应用。最后，简要总结了本文的主旨及写作意义。

关键词: 广告英语；修辞手段；广告
Abstract
This thesis makes an attempt in exploration of advertisement in the rhetorical perspective. The advertisement is a magic weapon that succeeds in company wars. So the advertisement composers and translators are always ambidextrous. They inclusively apply all kinds of rhetorical devices to emphasis the artistic quality and influencing characteristics in order to make their advertisements unique and attractive. In another way, these novel advertisements expand human imagination. The application of rhetorical devices in advertising English makes the advertising language implicit, fluent, meaningful, and elegant. The rhetorical devices used reinforce the attraction of the advertisements, make the advertisements well-known and encourage consumers to purchase the product.
The thesis mainly analyzes and concludes advertising English with the point of view of rhetoric. Chapter One simply introduces the definition and functions of advertising as well as the classifications of advertising. Chapter Two describes the specific definition and functions of rhetoric in advertising English in detail and the relationship between rhetoric and advertising English. Chapter Three is the main body of the whole thesis. It analyzes the application of the rhetorical devices in advertising English, separately in respect of lexical, phonetic and syntactical rhetorical devices. Chapter Four is the conclusion, covering the main idea and the significance of the thesis.

Keywords:  Advertising English  Rhetoric Devices  Advertisement

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