Analysis of the Rhetoric and Its Application in Advertising English 广告英语的修辞及其应用.docVIP

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Analysis of the Rhetoric and Its Application in Advertising English 广告英语的修辞及其应用.doc

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Analysis of the Rhetoric and Its Application in Advertising English Contents I Advertising and Rhetoric 1 2.1 Definition of Advertising 1 2.2 Definition and Classification of Rhetoric 2 1.2.1 Semantic Rhetoric 2 1.2.2 Sentence Rhetoric 4 1.2.3 Pronunciation Rhetoric 5 2.3 Function of Rhetoric in Advertisement 6 1.3.1 Comparison of Different Rhetoric for Similar Commodities 6 1.3.2 Comparison of Advertisements with or without Rhetoric 6 II The Correct Application of Rhetoric in Advertisement English 7 2.1 Principles of Using Rhetoric in Advertisements 7 2.2 Different Culture, Different Advertisement Rhetoric 7 2.3 Designing Rhetoric according to the Marketing Strategy 8 2.4 The Impact of Rhetoric in the Psychology of Advertising 10 III Early and Modern Advertising in America 10 IV Conclusion 11 Excellent advertising language is the key point of a successful English advertising. In order to transmit the correct sales information, arouse the customers’ interesting and purchase desire, the rhetoric is very important in English advertising. It not only could help people to appreciate the splendid advertising and thoroughly understand the mysterious of its language, bring the convenience and the pleasure to our life, but also is helpful to study and mastery of English. Mastering of the characteristic of English advertising is good for know the culture ，the values and the social custom of the English-speaking counties. It gives our country products publicity to other countries and prompts the products to take possession of international market. I Advertising and Rhetoric 2.1 Definition of Advertising Advertising, originating from a Latin word “adverture”, means attract one’s attention. Then its meaning changed into causing somebody pay attention to something. Later it extends the meaning as making everybody to know something. With the developing of the business activity, “advertising” has been added some new meanings. It turns into today’s “advertising”. Its connotation