广告英语的修辞特点及功能毕业论文
The Character of Rhetoric and Its
Functions in Advertising English
（广告英语的修辞特点及功能）
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完成日期： 2016年 月 日
摘 要
当今社会，我们常常被杂志，报纸，电视，广播，海报和互联网等大
众媒体的广告轰炸。广告是现代生活中非常重要的一部分。凭借其神奇的`效应，广告推动了社会和经济的发展。在进出口贸易中，广告扮演着极其重要的作用。它不仅提供了产品信息，激发了消费，而且丰富了人们的文化生活。修辞是语言中一种重要的表达形式。修辞是指通过简单具体的方法来表达一些抽象复杂的想法或者过程。因为修辞中充满了想象，所以它能够促进情感和想法的表达。修辞应用于多种书写形式中，尤其是广告。修辞在英语广告中扮演着重要的角色，它是广告成功与否的一个重要因素。最为常见的修辞方法有：明喻，暗喻，双关，拟人，排比，押韵等等。本文将分析广告英语中修辞手法的特点及其功能。本文的写作目的是让读者对广告英语中修辞手法的应用有更好的理解。
Abstract
Nowadays, we are endlessly bombarded with all kinds of advertisements through various media such as magazine, newspaper, TV, radio, poster and internet, etc. Advertisement becomes an important part in modern life, with its special magic power, prompting social and economic development. In import and export business, advertisements play a more and more important role. It not only provides the information about products and stimulates the purchasing desire, but also eiches people’s ideological life. Rhetoric is one kind of important expressive device in language. It refers to interpreting abstract and complex ideas or processes through simple and concrete methods. Since rhetoric is full of imagination, it can promote the transmission and communication of emotions and ideas. Rhetoric exists in writings with various styles, especially, in advertisements. Rhetoric plays a very important role in English advertisement, acting as a key element for the success of an advertisement. The most frequently used rhetoric devices are: simile, metaphor, pun, personification, parallelism and rhyme and so on. In this article, I will analyze the characters of rhetoric in advertising English and discuss its functions. From the analysis, readers can get a better understanding of the usage of rhetoric in advertising English.
Key words：rhetoric；advertising English；character；function
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