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。某些广告需要通过修辞来达到说服的目的以使人们过目不忘。广告语言讲究准确、生动、简明,因此特别重视修辞的运用。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、 拟人、 双关、 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。论文以丰富的语料为基础展开论述,充分展现修辞的独特魅力。
  
关键词：英语广告; 修辞; 功能

Abstract
    Advertisement is a popular cultural phenomenon in people’s daily life. It not only provides the information about products and stimulates the purchasing power, but also enriches people’s ideological life. Commercials pay special attention to preciseness, vividness and conciseness; therefore it needs to apply rhetoric. Some Advertisements need to be persuasive through rhetoric usage so as to leave a deep impression upon people’s mind at the first sight. Rhetoric is one kind of important expressive device in language. It refers to interpreting abstract and complex ideas or processes through simple and concrete methods. Since rhetoric is full of imagination, it can promote the transmission and communication of emotions and ideas. Rhetoric exists in writings with various styles, especially, in advertisements. Rhetoric plays a very important role in English advertisement, acting as a key element for the success of an advertisement. The thesis, based on the respective studies of the definition of advertisement and rhetoric, makes a careful analysis of the use of main rhetorical devices in English advertisement, including simile, metaphor, personification, pun, parallelism, and rhyme, targeting at promoting the further development of advertisement. Throughout the thesis, abundant examples are given to reveal the unique enchantment of rhetoric.

Keywords: English advertisements; rhetorical devices; function

Chapter 1 Introduction
    In this epoch, advertisement has been an indispensable part of the economic society we are now living in. As a creative art, advertisement does its best to lure consumers, stimulate their purchase desire and capture consumption market. Advertisements are elaborately planned in order to accomplish better advertisement -effect. Some advertisements are vivid and picturesque, some implicit and reserved, some humorous and pleasant and others elegant and graceful. Therefore, advertisement is a comprehensive, enriched and mercantile art.
    Being a member of applicative language, advertisement English has formed its unique style which differs a lot from the common English that because it is needed to be rich in artistry. While Artistry, yet, wants rhetoric to gives it a hand. Advertisement English can be labeled as the treasury of all kinds of rhetoric means. As we can see, the procedure of advertisement production mirrors the perfection in every detail, natural expression can be found in every piece of advertisement language, and no exception can be seen. There is nothing unusual that advertisement makers try to seek every possibility to make good use of various rhetoric methods, so, we can say the ingenious utilization of rhetoric just like adding a fishing touch to a beautiful article.