摘 要

广告是商品经济高度发展的产物，是当今经济生活的一个重要方面。广告业在我国正方兴未艾，在促进商品销售、繁荣经济等方面起着日益重要的不可估量的作用。
广告英语的说服力在很大程度上取决于其语言的运用是否恰当。修辞在广告英语中的作用举足轻重，它能使广告形象生动，风趣幽默，给人留下深刻印象。本文从语音，词汇，句法三方面介绍了广告英语中的头韵，双关，拟人等常用的13种修辞手法。

关键词：广告；广告英语；修辞特征
 
Abstract

Advertising is an inescapable part of modern life. In our country the advertising business is now in the ascendant, playing an immeasurable role in promoting sales of commodities and prospering our economy.
The persuasiveness of advertising English depends largely on the appropriateness of its use of language. Rhetoric plays an important role in advertising English, which enables advertising vivid, humorous, and very impressive. This thesis introduces in alliteration, pun, personification and other commonly used 13 kinds of rhetorical features of advertising English from aspects of phonetic, lexical and syntactical.

Key words: advertisement; advertising English; rhetorical features

1 Introduction
With the intense globalization in the new century, advertising plays an increasingly significant role in the world economy. As an essential component of a commercial market and the free enterprise system, advertising is going deep into various parts of our lives. In recent years advertising has aroused great interest in academic fields such as business, psychology, sociology and linguistic. Some scholars even study it as an interdisciplinary subject. However, amidst the researches on advertising, the study of advertising language in the rhetorical perspective, especially the phonetic rhetorical devices is comparatively scarce. Therefore, instead of exploring the psychological, semiotic, communicative, sociological aspects of advertising, the author will focus the discussion on the rhetorical part of English advertisements.
Advertisements, the content of which is appeal and the form of which is language, in any mass media communication frequently make use of the direct approach of rhetorical devices to objectify appeal and enhance its persuasive power. Rhetoric is concerned with the subject matter—all forms of communication expressed in language. So in essence, the study of rhetoric focuses on how language is organized to convey a certain idea for a certain purpose. Rhetoric concerns itself primarily with all possible ways and means of expression in language and embodies diverse inner characteristics of a certain variety of language, say, advertising English. The research of this thesis aims to lead the way to learn from the language techniques of English advertising. By using rhetorical approaches, we Chinese advertising practitioners can learn how to create more authentic and idiomatic advertising copies.