Abstract ................................................................I
Key Words ...............................................................I
摘要 ....................................................................II
關鍵詞 ..................................................................II
Introduction ............................................................1
I. Advertisement........................................................2
A. The Definition of Advertisement ......................................2
B. The Function of Advertisement ........................................2
II. Rhetoric ...........................................................3
A. The Definition of Rhetoric ...........................................3
B. The Function of Rhetoric .............................................3
III. An Analysis of Rhetoric in English Advertisement.................. 4
A. Simile............................................................... 4
B. Metaphor .............................................................5
C. Pun ..................................................................6
D. Personification...................................................... 8
E. Parallelism ..........................................................10
F. Rhyme ................................................................10
Conclusion...............................................................14
Acknowledgements........................................................ 15
Bibliography............................................................ 16
Abstract
Advertisement is a popular cultural phenomenon in people’s daily life. It not only provides the information about products and stimulates the purchasing power, but also enriches 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 thesis, based on the respective studies of the definition of advertisement and rhetoric, makes a careful analysis of the use of main rhetorical devices in English advertisement, including simile, metaphor, pun, personification, parallelism and rhyme, targeting at promoting the further development of advertisement.
