论文-修辞在广告中的应用.doc

UseofRhetoricinEnglishAdvertisement【Abstract】Advertisementisapopularculturalphenomenoninpeople’sdailylife.Itnotonlyprovidestheinformationaboutproductsandstimulatesthepurchasingpowerbutalsoenrichespeople’sideologicallife.Rhetoricisonekindofimportantexpressivedeviceinlanguage.Itreferstointerpretingabstractandcomplexideasorprocessesthroughsimpleandconcretemethods.Sincerhetoricisfullofimaginationitcanpromotethetransmissionandcommunicationofemotionsandideas.Rhetoricexistsinwritingswithvariousstylesespeciallyinadvertisements.RhetoricplaysaveryimportantroleinEnglishadvertisementactingasakeyelementforthesuccessofanadvertisement.ThethesisbasedontherespectivestudiesofthedefinitionofadvertisementandrhetoricmakesacarefulanalysisoftheuseofmainrhetoricaldevicesinEnglishadvertisementincludingsimilemetaphorpunpersonificationparallelismandrhymetargetingatpromotingthefurtherdevelopmentofadvertisement.【KeyWords】Englishadvertisements;rhetoric;function【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IntroductionNowadaysconcerningwithadvertisementdifferentpeoplehavedifferentopinions.Formostofthepeoplethedistinctfeatureofadvertisementisthatadvertisementisacombinationofcontentandstyle.Thatistosayagoodadvertisementnotonlyhasattractionincontentbutalsohascharminstyle.Obviouslythedeterminativefactorofagoodorabadadvertisementiswhethertheuseofrhetoricisappropriateornot.Itcanbefoundthattheuseofrhetoricplaysaveryimportantroleinadvertisement.Withouttheuseofrhetoricabsolutelythereisnogoodadvertisement.Thereforeitisnecessarytomakeananalysisandstudyonth