Abstract：
As a way of publicizing and transmitting information, advertising’s role can’t be underestimated because it is not only an artful technique in persuading people to buy, but also gradually has become a must for social communication, which in turn influences the development of society and economy. The distinguished features of advertising English is accuracy, conciseness and vividness, which are, to some extent, presented by rhetorical devices that play a positive role in realizing various functions, especially as a tool of strong persuasion. The previous studies on communicative functions of rhetorical devices in advertising English is scattered and unsystematic, so a tentative study will be made to investigate rhetorical figures which are widely used to achieve various functions, such as to influence potential customers and to persuade them to purchase the products. The thesis focuses on the communicative functions of rhetorical devices: the persuasive, expressive, directive, and aesthetic functions. The thesis can shed light on various pragmatic functions of rhetorical devices used in English advertisements and also provide help for copywriters and advertising English learners.

Key words：advertising English; rhetorical device; communicative function; persuasion

摘  要：
广告，顾名思义就是广而告之。作为一种宣传和传播信息模式，广告的作用不容忽视。它不只是说服顾客消费的技巧，更重要的是，它已逐渐成为社会交流必要的手段之一。广告英语的鲜明特点是语言准确、简洁和生动，这一定程度上是由修辞手段来实现的。修辞手段因其各种功能，特别是作为一种强有力的说服工具，在广告中起着积极的作用。目前对广告英语的修辞特点及其交际功能的研究是零星的、无系统的，本文将尝试研究在广告英语中广泛使用的各种修辞手段的多种功能，如影响潜在客户，说服他们去购买产品，重点阐述广告英语的修辞手段的交际功能：劝导功能、表达功能、引导功能、和美学功能。本篇论文旨在阐明广告英语中修辞的各种语用功能，并给广告撰稿人和广告英语学习者提供帮助。

关键词：广告英语；修辞；交际功能；劝导

1 Introduction
With the development of global economy, advertising has become a global form of communication, and it plays an increasingly significant role in the world economy (Chen and Han, 2009:1). Nowadays advertising has penetrated into every corner of our life. Whenever we open a newspaper or a magazine, turn on TV, or go walking along the streets, we are exposed to advertisements. And the language of advertising especially advertising English has become a popular subject of study and research. Study of advertising English has been approached from a wide range of disciplines, such as sociology, linguistics, literary criticism, and media studies.