Abstract

With the development of business and the market economy, advertising plays a vital role in promoting modern society. In the use of advertising language, rhetoric has played a positive role. It has enriched the connotation of the language and enhanced persuasiveness of language.
In this thesis, the author analyzes the use and functions of rhetorical devices in advertising, including metaphor, personification, pun, hyperbole, repetition and irony.
This paper aims to enrich the research in advertising language and advertising rhetoric, provide some useful information to those ads copywriters and let readers have a better understanding of rhetoric in advertising language.

Key words:  advertising language, rhetoric, functions

摘 要

随着商业和市场经济的发展，广告对现代社会起着极其重要的促进作用。在广告语言众多的运用手段中，修辞起到了积极的作用，它丰富了语言的内涵，加深了语言的说服力。
本文从比喻、拟人、双关、夸张、重复以及反讽等修辞手法出发，解析这些修辞手法在广告中的运用及其所产生的功能影响。
本文旨在丰富广告语言和修辞学的研究，给广告的写作者提供帮助，同时使读者更好地了解广告语中修辞手法的运用。

关键词：广告语言；修辞手法；功能

1.    Introduction 
It is claimed that we are living in an advertising age. Whenever we are shopping, reading the newspaper, watching TV, surfing online, or doing other things, we can see hundreds of ads.
For a long time, advertising has really played an important role in the consumer market. Language is the soul of the advertisements. The quality of the advertisement is, to some extent, determined by the use of language. Language in advertisements features concise sentences and rich connotations. 
In advertising, there are plenty use of rhetorical skills. The rhetoric serves to attract attention, induce a kind of mood, persuade customers to acceptance message conveyed by the advertisement, and introduce the essence of the goods in a fast and effective way. In a word, rhetorical skills have significant influences on customers' emotions so as to effectively initiate their actions.