A Study Of The Application Of Intensification In Advertising Language

With the development of commercial multimedia and market economy, advertising has been playing an increasingly significant role. As a form of communication, advertising is an essential part of modern society—it draws people's attention and persuades them to buy products or services through newspaper, television, network, and other forms. In recent years, advertisements have aroused great interest from a wide range of fields such as sociology, psychology, stylistics, linguistics, cross-culture research and so on. This thesis is designed to make a thorough exploration on intensification and its devices in English advertising language with the help of pragmatic strategies. The main purpose is to better understand the application of intensify devices in English advertising language and the whole system of intensification.This thesis has extended the definition of intensification from mere intensifiers to intensifying devices, including lexical devices, structural devices, and rhetorical devices, to achieve the effect of emphasis and persuasion. With the collected data of 440 English advertisements from newspapers, magazines and their websites, this study defines and classifies the types of intensification and analyzes their application and persuasive effectiveness in advertising language.It is hoped that the detailed discussion of lexical, structural, and rhetorical amplifiers and downtoners in English advertising language will help broaden the view of intensification and shed light on the research of its practical application.