英语广告的修辞特征浅析A Brief Analysis of Rhetoric Characteristic in English Ads.docVIP

英语广告的修辞特征浅析 A Brief Analysis of Rhetoric Characteristic in English Ads Abstract Advertising is the very form that advertisers utilize the specific language to introduce their products or services through all kinds of media, such as TV, radio,newspapers、magazines and so on. According to different targets、functions and products, advertising can be divided into consumer advertising on peoples’ living, invisible service advertising and public benefit advertising. In this way, the advertiser wants to persuade customers to buy their particular products or services. Advertising frequently appears among peoples’ lives, no matter in what ways: TV, radio, newspapers, magazines. There is no denying that its language is essential part and it is also the most attractive part. As a frequently-used language in the business world, English for advertisement has become standardized and professional with its distinctive style and strong persuasive intention. However，advertisements don’t reveal their intentional force on the surface of language but impress people by unique devices，then arouse their curiosity and stimulate them to take action. Through comparison, it is found that no matter in English advertising or Chinese advertising, the main features of advertising is the use of rhetorical devices, which include simile、metaphor、personification、hyperbole、pun、repetition and so on. All kinds of ads with different targets may use different rhetorical devices. It is the use of rhetorical devices that make the advertising language more colorful and impressive, and the same time make the ads more vivid, interesting, attractive and humor. Key words: Advertisements; advertising language; the rhetorical devices 内 容 摘 要 广告是广告主或商家利用了特定的语言通过各种各样的媒介如电视、广播、新闻、杂志，对他们的产品或服务而进行的广告宣传形式。根据目标，功能和产品的不同，广告可以分为满足顾客需求衣食住行的具体产品广告，看不见的服务广告和非盈利的公益广告。广告商主要通过广告促使消费者购买他们的产品或服务。 广告以各种各样的形式频繁地出现在我们的生活里，但是不管是电视广告还是广播广告，是报纸广告还是杂志广告，不可否定语言始终是广告的精髓部分，也是最能打动人的地方。广告英语以它的独特风格和劝说功能成为一门标准的专业语言，可是它并不是通过语言直接显示其劝说意图，而是通过特殊的