The Application Of Rhetorical Devices In Advertising English

This dissertation made an attempt in exploration of advertisement in the rhetorical perspective. 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 consumers' attention and their memory. To produce an excellent advertisement, the advertisers need to i) be familiar with the objectives, the functions, the structure and the verbal features of advertisements; ii) find a profound, practical and thorough theory as a guidance of advertising planning; iii) 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. Rhetoric has the functions as an art of persuasion, as the technique of writing and as a style. Nowadays, advertising English is regarded as the sea of rhetoric for its coincident aim with that of rhetoric. Except the representative verbal features that include the choice of the words, the fixed syntactic patterns and the varied standard discourses of the advertising English, its rhetorical features which cover phonetic rhyme, innovative phrases, specially-structured sentences and vivid descriptions brighten the colors which the advertising English performs through the language points.This dissertation analyzes and summarizes the application of the rhetorical devices in...