Abstract:Advertising has become an integral part of our life. The use of English advertising language has been concerned by more and more people. Advertising language has become an applied language. In order to give consumers a profound impression, proper use of English in advertising English rhetoric is very necessary. Rhetoric is an important aspect of English advertisement. It includes the pun, parataxis, personification, rhyming and so on. This text is mainly to discuss the features of rhetoric in English advertising language. It analyzes the definition, objectives, the requirement of rhetoric in advertising language, and the common skill of rhetoric. In order to give a clear understanding, it also selects some advertising on its rhetoric carries on the comprehensive analysis. It is hoped that the findings of this dissertation can help people better appreciate the English advertisements and provide inspiration and help for the English advertisement design.
Key Words: advertising English; rhetoric of English; the function and use of rhetoric
中文摘要:广告已成为我们生活中不可或缺的一部分。英语广告语言的运用越来越受到人们的关注，广告语言已成为一门应用性语言。为了给消费者留下深刻的印象，在英语广告中恰当使用英语修辞是很有必要的。修辞作为英语广告文体特征的一个重要方面包括了双关、排比、拟人、押韵等手法，本文主要对英语广告修辞学方面的语言特征进行了初步的探讨，讨论范围仅限于报刊杂志中的商业广告,分析了广告的定义、目标、广告语言对修辞的要求、常见的修辞手法等,并选取了一些广告就其修辞手法进行了全面的分析。希望本文的研究结果能帮助国人更好的欣赏英语广告,也能对中国企业的英语广告设计提供启发和帮助。
关键词：广告英语；英语修辞；修辞功能与运用
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