On Persuasive Function Of Advertising From A Combined Rhetorical Perspective

Advertisement is a bridge which connects with goods and consumers. Fundamentally, advertising is an art of persuasion, and a way of language persuasion. The ad text, that is the theme for the performance of advertisements and content of text material, is the main force to convince consumers. Based on the usefulness and importance of advertising, advertising research has also been concerned by a growing number of domestic and foreign linguists, the relevant researches are increasing too.This article analyzes the advertising phenomena from the linguistic point of view, uses rhetoric theory to analyze persuasion and convinceness, further to study the function of advertising language to persuade and convince this phenomenon reflected by the language policy and discourse structure.This paper studies by the method of establishing corpus, through collecting different types of advertising, different fields of advertising and different regions of advertising, to form a wide range corpus which has wide contents, comprehensive and wide field. Building a good platform for this research can has a correct conclusion. The data chosen in the text corpus is major in English corpus-based, with a small number of Chinese corpus, to carry out a more comprehensive discussion and description.This article uses Aristotle's rhetorical triangle theory to analyze the advertising language from the point of view of appeals, as well as summary persuasion function implied in the advertising discourse. Advertising appeals is aimed to tell the target audience through the ways of language and image, in order to achieve the expected response to the advertising itself. The article uses Aristotle's three rhetorical appeals to analyze and summary the form and function of advertising discourse according to 17 advertisements appeared in this paper. It is pointed that Aristotle's theory embodied in the advertisement of the three appeals is the performance of the advertising structure. It will convey the contents of the advertisement to the target audience, and cause them interest in it and have a desire to buy it, and finally take action. Advertising completes its discourse function by the way of persuasion strategy, in order to achieve the desired response and maximum communicative effectiveness that the advertisers want.This article can help people better understand and identify advertising terms mainly through the analysis of advertising discourse Businesses through the mastery of the linguistic knowledge can create a more appropriate slogan to promote their products, while consumers can use this linguistic knowledge to arm themselves, and well understand the slogan's meaning to make the most sensible choice.