浅析英语广告中的修辞手法_商务英语论文
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Abstract: Advertisement is an important cultural phenomenon in people’s daily life. It not only provides the information of products people want to buy, but also enriches people’s spiritual life. Meanwhile, rhetoric is one of the most important devices in language. It relates to interpreting abstract and complex ideas or processes through simple and concrete words. As rhetoric needs full imagination, it can promote the transmission and communication of emotions and ideas. Rhetoric can be found in any forms of writing—poetry, prose, novel, drama, especially, in advertisements, and it acts as a key element for the success of an advertisement. In my study, I have clarified different classifications of the rhetorical figures in English advertisements. Besides, I have mentioned the features to recognize figures of speech. I hope that my research will be helpful for English students to get a clear understanding of English advertising language.
Key words: advertisement; English; rhetoric

摘要:广告是人们日常生活中一个重要的文化现象,它不仅给人们提供了需要购买的商品的信息,也丰富了人们的精神生活。同时,修辞是语言中最重要的手法之一, 它涉及到用简单具体的语言解释抽象复杂的概念。因为修辞手法需要充分的想象力, 所以它能够促进感情和观念的传达。修辞可以被用在任何一种写作方式中:诗歌、散文、小说、戏剧,特别在广告中, 而且修辞手法是一个广告是否成功的关键。在我的论文中,理清了英语广告中不同种类的修辞手法,也提及了这些修辞的特点。我希望我的论文可以帮助让英语学习者对英语广告语言有一个更好理解。
关键词:广告;英语;修辞

  Nowadays,advertisements flood each corner of the society. To a great extent,the glamour of the advertisement comes from the advertising language. However, I find that it is difficult for English learners to understand the meaning of various rhetorical figures in English advertisements. In order to know more about English economy, culture and society, it is essential for English learners to understand English advertisement and its rhetorical features. What’s more, it’s helpful for English learners to transform one advertising language to their native language successfully.
“Advertisement is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media” (Liu, 2002:23). Advertisement is not only a kind of science, but also a kind of art. Advertisement can help products selling more successfully. Advertisement keeps people informative about the price and function of products; what’s more, advertisement can help to improve products’ brand awareness and its reputation.
 

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