The Character of Rhetoric and Its
Functions in Advertising English
（廣告英語的修辭特點及功能）
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專業（班級）：
姓 名 ：
學 號 : 指導教師：
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完成日期： 2016年 月 日
摘 要
當今社會，我們常常被雜誌，報紙，電視，廣播，海報和互聯網等大
衆媒體的廣告轟炸。廣告是現代生活中非常重要的一部分。憑藉其神奇的`效應，廣告推動了社會和經濟的發展。在進出口貿易中，廣告扮演着極其重要的作用。它不僅提供了產品信息，激發了消費，而且豐富了人們的文化生活。修辭是語言中一種重要的表達形式。修辭是指通過簡單具體的方法來表達一些抽象複雜的想法或者過程。因爲修辭中充滿了想象，所以它能夠促進情感和想法的表達。修辭應用於多種書寫形式中，尤其是廣告。修辭在英語廣告中扮演着重要的角色，它是廣告成功與否的一個重要因素。最爲常見的修辭方法有：明喻，暗喻，雙關，擬人，排比，押韻等等。本文將分析廣告英語中修辭手法的特點及其功能。本文的寫作目的是讓讀者對廣告英語中修辭手法的應用有更好的理解。
Abstract
Nowadays, we are endlessly bombarded with all kinds of advertisements through various media such as magazine, newspaper, TV, radio, poster and internet, etc. Advertisement becomes an important part in modern life, with its special magic power, prompting social and economic development. In import and export business, advertisements play a more and more important role. It not only provides the information about products and stimulates the purchasing desire, but also eiches people’s ideological life. Rhetoric is one kind of important expressive device in language. It refers to interpreting abstract and complex ideas or processes through simple and concrete methods. Since rhetoric is full of imagination, it can promote the transmission and communication of emotions and ideas. Rhetoric exists in writings with various styles, especially, in advertisements. Rhetoric plays a very important role in English advertisement, acting as a key element for the success of an advertisement. The most frequently used rhetoric devices are: simile, metaphor, pun, personification, parallelism and rhyme and so on. In this article, I will analyze the characters of rhetoric in advertising English and discuss its functions. From the analysis, readers can get a better understanding of the usage of rhetoric in advertising English.
Key words：rhetoric；advertising English；character；function