Abstract:This study aims to discuss the applicational effects of different kinds of rhetoric in English advertisements. Rhetoric exists in writings with various styles, especially in English advertisements. It’s known that rhetoric plays an important role in English advertisements, which acts as a key element for a success of advertisements. This thesis, based on the study of the definition and function of advertisement and the classification of rhetoric, makes a complete analysis of the usage of main rhetorical devices in English advertisements and their effects. Simile, metaphor, rhyme, onomatopoeia, repetition, pun, personification, parallelism, rhetorical question and hyperbole are mentioned in this thesis. Because rhetoric involves imagination, advertisement composers transfer and communicate their emotions and ideas by adopting rhetorical devices to English advertisements.

Key words: English advertisements; rhetoric; effects

CONTENTS

摘要

Abstract

1. Introduction1

2. Advertisement.1

  2.1 Definition of Advertisement

  2.2 Function of Advertisement

3. Rhetoric in English Advertisements.2

3.1 Definition of Rhetoric

3.2 Classification of Rhetoric

3.2.1 Semantic Rhetoric

3.2.2 Phonetic Rhetoric

3.2.3 Sentence Rhetoric

4. Effects of Application of Rhetoric in English Advertisements..6

4.1 Pun

  4.1.1 Definition of Pun

  4.1.2 Effect of Pun

4.2 Personification

  4.2.1 Definition of Personification

  4.2.2 Effect of Personification

4.3 Parallelism

  4.3.1 Definition of Parallelism

  4.3.2 Effect of Parallelism

4.4 Rhetorical Question

  4.4.1 Definition of Rhetorical Question

  4.4.2 Effect of Rhetorical Question

4.5 Hyperbole

  4.5.1 Definition of Hyperbole

  4.5.2 Effect of Hyperbole

5. Conclusion10

Bibliography.12

Acknowledgements..13