摘　 要

随着经济全球化趋势的深入发展，来自世界各国的商品充斥在整个国际市场，企业面临的竞争日益激烈和残酷。英语广告，作为企业用来宣传商品和提高国际知名度的重要工具，往往占据了十分重要的位置。而修辞手法的运用，能使广告从一成不变的模式中摆脱出来，使其更生动形象，更具说服力。因此，在广告中正确运用修辞手法显得尤为重要。本文大量引用杂志、报纸、电视等大众媒体中出现的广告案例，分析不同广告的作用。作者希望通过本次研究可以供后人参考，并且进一步促进广告行业的发展。

关键词：英语广告；修辞手法；竞争

Abstract

As the economic globalization goes deeper, goods from all over the world eager to conquer the global market. So the enterprises are now facing fierce and brutal competitions. At this time, advertising becomes a tool used by enterprises to publicize their goods and make them well known. And using various skills of rhetoric in advertising can make its language more vivid and novel, and fully displaying the particular charming characteristic in English advertising. A great number of examples which can be found in television, internet, newspapers, magazines or leaflets are quoted into this thesis for further introduction and analysis of different rhetorical devices. The author makes this thesis aiming to improve the advertising industry and for further research.

Key words: English advertising; rhetorical devices; competition

1 Introduction
    Nowadays, advertising can be seen nearly everywhere in our daily life and it seems that it has become one part of our life. It is just because of this reason that the competition among different advertising seems very fierce and tough. How to make one certain advertising so unique and special from others is a big problem to the advertisers. Then they find the use of rhetorical devices is a good choice. Advertising language is very special. It is not just a simple commercial language but a loaded artistic language which is a combination of many different disciplines such as literature, aesthetics, psychology, consumer behavior and marketing. A valuable practical and successful advertising usually contains attention value, memory value, expressive function, directive function and aesthetic function. How to make one certain advertising so unique and special from others is a big problem to the advertisers. Then they find the use of rhetorical devices is a good choice. The frequent and wide use of rhetorical devices is an important characteristic of English advertising, which is an effective way to make the advertising much more attractive. And it can really make the functions of advertising more effective and valuable.