The Study Of Commercial Advertisement Language From The Perspective Of Variational Rhetoric

In the 1980 s, the study of the Commercial advertising was emerging. However, affected by various factors, the study of Advertisement languages remained superficial and was quite limited. With the development of different linguistic disciplines and the social economy, the research perspectives on advertisement languages have diversified. By analyzing the examples of commercial advertisement languages in recent years from the perspective of Variational Rhetoric, this thesis probes into the uses of rhetoric devices and their features in the advertisement languages and make contrasts on the different effects of original language without rhetoric devices and the language with rhetoric devices. After examining the development of commercial advertisement languages and theories about Variational Rhetoric, the thesis interprets the application of rhetoric devices in advertisement languages from the angles of the sound variation, the vocabulary variation and semantic shifts. The sound variation is explained from the variations of summation tone, partial tone and rhyming. The vocabulary variation is interpreted with examples from the angles of collocation. In addition, the thesis also expounds the adaptation of Figure of speech. In light of the above research, it finds that the ingenious application of various rhetoric devices can better serve the whole market and realize commercial profits.