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1、OntheUseofRhetoricinEnglishAdvertisement论修辞在英语广告中的应用AbstractAdvertisementisapopularculturalphenomenoninpeople’sdailylife.Itnotonlyprovidestheinformationaboutproductsandstimulatesthepurchasingpower,butalsoenrichespeople’sideologicallife.Rhetoricisonekindofimportantexpr
2、essivedeviceinlanguage.Itreferstointerpretingabstractandcomplexideasorprocessesthroughsimpleandconcretemethods.Sincerhetoricisfullofimagination,itcanpromotethetransmissionandcommunicationofemotionsandideas.Rhetoricexistsinwritingswithvariousstyles,especially,inadverti
3、sements.RhetoricplaysaveryimportantroleinEnglishadvertisement,actingasakeyelementforthesuccessofanadvertisement.Thethesis,basedontherespectivestudiesofthedefinitionofadvertisementandrhetoric,makesacarefulanalysisoftheuseofmainrhetoricaldevicesinEnglishadvertisement,in
4、cludingsimile,metaphor,pun,personification,parallelismandrhyme,targetingatpromotingthefurtherdevelopmentofadvertisement.KeyWordsEnglishadvertisements;rhetoric;function摘 要广告是人们日常生活中最常见的一种文化现象，不仅提供产品信息，刺激购买力，而且丰富人们的精神生活。修辞是一种重要的语言表达手段，是用简单具体且充满想象的方法将抽象复杂的思想或进程阐释出来，能够促进情
5、感的传递和思想的表达。修辞存在于各种文体之中，尤其在英语广告中起着极为重要的作用，是影响英语广告成败的关键。论文从分析广告及修辞的定义和功能出发，认真研究了主要修辞手段在英语广告中的作用，包括明喻、暗喻、双关、拟人、平行和押韵等修辞手段，旨在推进广告的进一步发展和提高。关键词英语广告;修辞;功能IntroductionNowadays,concerningwithadvertisement,differentpeoplehavedifferentopinions.Formostofthepeople,thedistinctfeat
6、ureofadvertisementisthatadvertisementisacombinationofcontentandstyle.Thatistosay,agoodadvertisementnotonlyhasattractionincontent,butalsohascharminstyle.Obviously,thedeterminativefactorofagoodorabadadvertisementiswhethertheuseofrhetoricisappropriateornot.Itcanbefoundth
7、attheuseofrhetoricplaysaveryimportantroleinadvertisement.Withouttheuseofrhetoric,absolutely,thereisnogoodadvertisement.Therefore,itisnecessarytomakeananalysisandstudyonthissubject.ThewholethesisisconcernedabouttheuseofrhetoricinEnglishadvertisement,andthethesisisdivid
8、edintothreeparts.Thefirstparttalksaboutthedefinitionandfunctionofadvertisement.Thesecondpartillustratesthedefinitionandfunct
