Advertising Rhetoric Comparative Study

Nowadays, because of the rapid economic development and the keen market competition in the information age, anything cannot be the winner only depending on strength and hard work. It calls for the advertisement to give publicity. We can find there is one thing in common during kinds of advertisement, which is the rhetoric. It makes the advertisement more wonderful.In this paper, there are three chapters to make a comparative study of the advertising rhetoric. The first chapter is a comparative study during the advertising rhetoric. It is divided into four parts. The first part is a comparison between ancient and modern. A variety of media hasn't been produced in ancient times yet, and the advertising rhetoric was only the use of rhetoric, of course, mainly by oral shouting. Modern media owns a rich variety of advertising rhetoric. Rhetoric has been extended to sound and image. The second part is a comparison between advertising rhetoric of different media. Various media has its own characteristics, and the use of rhetoric is relatively different. The voice of radio advertisements focus on rhetoric, and the paper advertisement is the rhetoric of text and simple images rhetoric, while the TV advertisement pays attention to the image as well as the sound. The third part is a comparison about the advertising rhetoric for different audiences. People of different ages own different environments, different consumer psychology, and different manners. And the use of advertising rhetoric is also different. Different products need different advertising methods to describe, so as to better grasp the mind of consumers. The fourth comparison is about different regions. Mainland has a rich cultural heritage, while it is a new open lifestyle outside. Due to the special historical reasons, Hong Kong and Taiwan are under the impact of two cultures, so there are significant differences during the advertisements of these three regions.The second chapter is a comparison among the common advertising rhetoric of all kinds of body language. We can find the specificity of the advertisement.The third chapter is actually the sublimation of the first two chapters, mainly to explore the special form and use of the rhetoric in the advertisement. It analyses separately from the rhetoric on the role of advertising and advertising on the rhetoric. The advertising impact of rhetoric can make the content comprehensive, structured, meaningful and profound. It also makes the audiences better understand and remember advertising content, enhance the appeal of advertising. Advertisement has two aspects to expand the development of the rhetoric, image and voice. The development of advertisement provides the conditions for the growth of the two forms of rhetoric.