The Study Of Rhetoric In Advertising Language Of Newspapers And Periodicals In Contemporary Vietnam

Many kinds of rhetoric are used in advertising language ofnewspapers and periodicals in contemporary Vietnam, such as metaphor,exaggeration, personification, questions, parallelism and antithesis. Thesekinds of rhetoric can improve language expression. The advertisinglanguage of newspapers and periodicals in contemporary Vietnam possessmany characteristics such as truthfulness, conciseness, innovative,implication and popularity. It also emerges aesthetic features likephonology, sentence and connotation. The advertising language ofnewspapers and periodicals in contemporary Vietnam embodies thepsychological characteristics and thinking feature of its own nation to acertain extent. It has a special national language style. Words choosingthe advertising language reflect current social and cultural psychology.