Nowadays, we are endlessly bombarded with all kinds of advertisements through various media such as magazine, newspaper, TV, radio, poster and internet, etc. Advertisement takes an important part in modern life, with its special magic power, prompting social and economic development. In import and export business, advertisements play more and more important role. The most frequently used rhetoric devices are: personification, figures of speech, pun, parallelism, rhyming and so on. The application of these rhetoric devices can make products or services lively, interesting, visualized, and lifelike, also endow the advertising English with the beauty of rhythm and English language. Personification makes products lively and lifelike; figures of speech make products brilliant on their features; parallelism makes language tone more strong; rhyming makes language finger-popping. Rhetoric devices can bring advertising a good effect and make readers impressive on both products and language if it's used properly.
This paper mainly talks about rhetoric features of advertising English from three aspects: phonation, vocabulary and syntax.
Abstract I
Key Words I
摘要 II
关键词 II
Introduction 1
I. Value of Advertisements 2
II. Basic Rhetoric Tactics in Advertising English 3
A. Phonation Rhetoric. 3
1. Rhyme 3
2. Onomatopoeia 5
B. Vocabulary Rhetoric 6
1. Figure of Speech 6
2. Hyperbole 9
3. Pun 9
4. Personification 12
5. Parody 13
6. Irony 14
7. Coinage 14
8. Anticlimax 15
C. Syntax rhetoric 16
1. Parallelism 16
2. Repetition 17
3. Antithesis 18
Ш. The Comprehensively Applying Rhetoric in Advertising English 19
Conclusion 21
Acknowledgements 23
Bibliography 24
