Abstract: Advertisement English is an important branch of the study on English literary form. Rhetoric plays a necessary role in advertisement structure. Advertising rhetoric aims to grasp the audience’s attention, promote and sell the product. Therefore, it is difficult to create advertisements which can not be abused rhetoric but fully explore the beauty of the language. It is essential for advertiser to understand and use rationally the rhetorical device. This paper aims to explore the features and functions of the advertising English language, mainly focusing on the lexical meaning, rhyme and structure, and the functions in the aspects of expression, thinking and structure. To enhance the application ability and understanding ability of English, it is important to understand the use of rhetorical devices in advertising language and business English.

Key words: advertisement English; rhetorical features; rhetorical function; language

CONTENTS

Abstract

摘要

1. Introduction-1

2. Literature Review-1

  2.1 Overview of Rhetoric

    2.1.1 Definition of Rhetoric

    2.1.2 Study on Advertising Rhetoric

  2.2 Overseas and Domestic Research Status

3. Rhetorical Features of Advertisement English-4

  3.1 Rhetorical Features in Lexical Meaning

    3.1.1 Pun

    3.1.2 Trope

  3.2 Rhetorical Features in Rhyme

    3.2.1 Alliteration

    3.2.2 Onomatopoeia

  3.3 Rhetorical Features in Structure

    3.3.1 Antithesis

    3.3.2 Parallelism

4. Functions on Rhetoric in Advertisement English-7

  4.1 Functions on Expression

    4.1.1 Exaggerating Utility of Products

    4.1.2 Explaining Profound Theories in Simple Language

  4.2 Functions on Structure

    4.2.1 Enriching the Original Structure

    4.2.2 Breaking Down the Old Structure and Setting up a New One

  4.3 Functions on Thought

    4.3.1 Activation of Previous Experiences

    4.3.2 Facilitation of Creative Thinking

5. Conclusion-11

Bibliography-12

Acknowledgements-13