Abstract
The use of rhetorical devices can make a plain sentence become more vivid, colorful and attractive. This paper divides rhetorical devices into three kinds: phonetic devices which are further categorized into rhyme and assonance; lexical devices which include hyperbole, pun, repetition, simile and metaphor; Structural devices which comprise parallelism, parody and antithesis. This paper analyzes the use of rhetorical devices through many examples of advertisement. The aim of this paper is to find out the effect of these rhetorical devices in advertisement so as to provide some suggestions for both readers and designers.
Key words:  advertisements, rhetorical devices, phonetic devices, lexical devices, structural devices
Contents
1.    Introduction -1
2.    Demonstration 2
2.1.     Introduction of rhetorical devices-2
2.2.    The analysis of the use of rhetorical devices in advertisements -3
2.2.1  The phonetic devices -3
2.2.1.1 Rhyme -3
2.2.1.2 Assonance  -4
2.2.2 The lexical devices5
2.2.2.1. Hyperbole -6
2.2.2. 2 Pun -7
2.2.2.3 Repetition  -8
2.2.2.4 Simile and metaphor9
2.2.3 The structural devices -11
2.2.3.1 Parallelism -11
2.2.3.2 Parody-12
2.2.3.3 Antithesis-12
3. Conclusion -13
Works Cited-15
Bibliography 16