The Function Of Rhetoric In Advertising Language

Advertising is a new complex language system that heterogeneous symbols constitute, and is also a language system of high degree rhetoric, which mainly characterized by advising statement. The purpose of advertising rhetoric is to achieve the ultimate consumer recognition, and make it a purchase. Since the 20th century, with the emergence of "new rhetoric" , the understanding of the rhetorical function has been kept deeping , and such a trend emerged: out of the limitations of the traditional rhetoric dealing with the performance functions, and the shift of a multi-level research concern with thinking function, cognitive Function, structure function, and performance functions. However, these studies focused on language in the field of rhetoric and the ad rhetoric which is rich in persuasion power mostly got inadequate attention.Particularly regrettable that the research of advertising rhetoric in advertising industry, not only still remain in the performance functions, that is means of performance , showing a significant lag phenomenon, but also most remain in the theory and method of transplantation horizontal level, thus forming such an undue imbalance: on one hand, the advertising rhetoric of language study compared the full, on the other hand study of image or images in the function of rhetoric are very little.First, at the thinking level, the rhetoric of advertising is the creative thinking process. Through the equivalent relations or adjacency relations, the two things or phenomenons produce cross-cutting mapping, so that the original experience at different levels of things or phenomena, coexistence at the same level of experience. Secondly, at the awareness level, the advertising rhetoric is a method describe the phenomenon known through phenomenon unknown just like the traditional rhetoric of language.Or a way to know things through things unknown,and understanding a phenomenon through a phenomenon of a greater understanding .Not only such ancient metaphor as "The sun burns" works that way, but also the description of the universe, the origin of the universe ( "big bang", "black hole") as well. Third, at the structure level, the composition of each element of rhetoric (the words, images, video) are to sign the form of direct image of the material. It is both a creative imagination of the material, but also a creative combination of structural elements. New combination of old elements are considered as the nature of every creative acts. Rhetoric in the ad, which is a structural elements from the existing structure was separated (Deconstruction), it will be the same with another isolated elements of the structure and composition of a new structure (structure) process. Only when investigate ad rhetoric at the four levels of creative thinking function, cognitive function, structure function and performance function, we can truly recognize the role of advertising rhetoric and its operation of the internal mechanisms, can in theory and practice, and help you in ad creation.