Abstract：With the development of commercial industry and market-oriented economy in modern society，advertising is showing its vital importance in commercial power. Advertisements have, in recent years, aroused great interest in a wide range of academic fields such as sociology，psychology，economics，linguistic and media studies. As a frequently-used language in the business world, English for advertisement has become standardized and professional one 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 interest and stimulate them to take action. That is to say，it is because of the creative and appealing language that advertisement fulfills its intentions that draw the prospective consumer’s  attention and their memory. To produce an excellent advertisement, the advertisers need to (a)be familiar with the objectives, the functions, the structure and the verbal features of advertisements; (b) find a profound，practical and thorough theory as a guidance of advertising planning；(c) be flexible in the use of some practical writing techniques, among the language devices used in advertisements, rhetorical devices play a positive role for its versatile connotation and strong persuasions. In this thesis, the author mainly introduces some kinds of rhetoric characteristics, and hopes to make some progress to the research.

Key Words: advertisement; rhetoric characteristics

摘要：随着商业和市场经济的发展，广告对现代社会骑着极其重要的促进作用。在近几十年，广告更引起社会学、心理学、语言学及媒体学的极大关注。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出其劝说意图，而是通过特殊的手段来打动消费者，激发他们的好奇心，刺激他们去购买。换言之，广告的语言必须具有新颖性，趣味性，才能引起消费者的注意和记忆。因此，设计出一则成功的广告，设计者需要：1.熟悉广告的目的，功能，结构和语言特征，尤其是广告语言所要达到的效果。2.找到一种实用，全面的理论指导广告语言的创作。3.灵活运用一些实用的写作手法。在广告语言众多的语言手段中，修辞积极的作用。它丰富了语言的内涵，加深了语言的说服力。本文主要研究广告的几种主要修辞，希望可以给以后的研究作出一些贡献。

关键词：广告；修辞；特点