TheRhetoricFeaturesofAdvertisingEnglish

毕业论文〔设计)is used in efforts to persuade or otherwise entice to purchase products or services,vote for practical candidates,modify their behavior(just say No!),or come to adopt afavorable view of some corporate entity(we are working to keep your trust.)(1994:42)According to Geis's definition,people can get a better comprehension inadvertising language.Advertising language is a way of communication,withpersuasive intention for sales promotion and other communicative purposes.As theessential role in society,successful advertisement must accomplish the following:first,advertising establishes the identity of a product and distinguishes it from others in theline;second,it conveys information about the product;third,it can induce consumersto try the products and to suggest reuse;fourth,it can help build brand of theadvertised products to others.However,how can advertising arouse consumers'interest and make consumers desire to buy the products?How can advertisingconvince consumers that they need the product,and rush to buy it?The answer isrhetoric.Advertising may resort to different rhetorical devices,such as alliteration,allusion,hyperbole,metaphor,metonymy,irony,personification,pun,rhyme,andsimile.These distinctive linguistic styles not only attract the consumers'attention,butalso catch most English learners'attention.A great number of researches in rhetoricaldevices have been concluded in advertising language.This paper will chiefly writeabout metaphor,pun and irony in advertising through the analysis of practicalexamples.2