论英语广告语的修辞手法

On Rhetoric in English Advertisements

摘要

在商品化、国际化等趋势的影响下，广告随处可见。随着我国居民生活水平的提高，人们不再满足于国内的商品，而是把目光投向世界各地，因此，增进对英语广告的学习和认识意义非凡。

在这样的背景下，本论文将从英语广告的语言特色之修辞角度出发，借鉴国内外对英语广告修辞的研究成果，结合多位学者的见解和笔者自己的体悟，寻幽入微。在搜罗各种广告语的基础上，分析几个主要的英语修辞手法，剖析这些英语修辞手法对英语广告的影响，展现英语广告的语言之美，增进人们对英语广告的认识和理解，使受众意识到修辞在广告领域中的独特魅力，并在日常生活中，学会关注和欣赏广告的语言之美，修辞之美。并能熟悉常见的英语修辞手法及其在广告语中的应用。

关键词：商品；英语广告；修辞

Abstract

Under the influence of commercialization and internationalization, advertisements, omnipresent and ubiquitous, exert a profound effect on people’s life and work. Advertisements like mirrors of life, or compass of market, affect, directly or indirectly, people’s consumption attitudes and habits, and tell people what they need purchase and what they should buy. With the improvement of living standard，domestic commodities no longer satisfy people，therefore, it is reasonable to learn the advertising knowledge in English culture. Consequently, the further learning and understanding of English advertising have a very far-reaching and long-lasting significance to encounter internationalization.  

In this context, this paper will do research on English advertisement from the aspect of rhetoric, drawing on the domestic research results, and combining with a number of views from different scholars and my own understanding. The whole passage is based on a sea of advertising slogans, analyzing some main English rhetoric, casting light on the positive influence caused by English advertising and demonstrating the beauty of language in English advertisements. In this way, people may enhance their understanding on English advertisements so as to avoid misunderstanding or being deceived. Of course, by learning this, people also can take advantage of the strategies of English advertising to enhance the aesthetic standard in our learning of language. 

Key words: commodities; English advertisements; rhetoric