Abstract:
 Promoting sales is an important goal of advertising. In order to realize this aim, advertising producers have to use all kinds of rhetorical devices to strengthen the public appeal of advertising language, such as rhyme and alliteration, personification, repetition, pun, parallelism, simile and metaphor, hyperbole, irony and so on. The unique rhetorical devices show some language features of English advertising, agile, free and beautiful. The charming of rhetoric lies in how to grasp the consumers’ psychology, and make them accept and acknowledge the advertisements. Each kind of rhetorical device has its own unique function, and it will influence people’s consuming psychology from different aspects. In order to open the gate of successful advertising, we must know about the advertising language and consumers’ consuming action. This paper tries to study some rhetorical devices often used in English advertising on the basis of consumption psychology. Different rhetorical devices have different functions; every rhetorical device has its own unique charming. This paper aims to elaborate how the figures of speech in English advertising influence people’s consuming psychology.

Key words: English Advertising; rhetorical devices; consumption psychology

摘要：
推销产品是广告的一个主要目的，为实现这一目的，广告策划者们通常会在广告中运用各种修辞手段来加强广告语言的感染力与号召力，比如：尾韵和头韵、拟人、反复、双关、排比、明喻和暗喻、夸张和反语等等。独特的修辞手段展示了英文广告灵巧，自由，优美的语言特点。修辞的魅力就在于抓住消费者的心理，引导消费者接受并且认可广告。每一种修辞都有其独特的功能，并且它将会从不同角度影响人们的消费心理。开启成功广告的大门，就必须研究广告语言和消费者的消费行为。本文试以消费心理为基础来研究英文广告中常用的一些修辞手段。不同的修辞的手段具有不同的功能，每一种修辞都有其独特的魅力。本文的目标就是阐述英文广告语中的修辞如何影响人们的消费心理。

关键词：英文广告；修辞；消费心理

1 Introduction
In the condition of market economy, especially industrialized market economy in the developed countries, advertisements are not only the necessary assistant of people, but also the catalyst of leading consumer trend and promoting the harmonious development and progress of the economy and society constantly.
At the beginning of the 20th century, Albert Laser, generally regarded as the father of modern advertising, defined advertising as “salesmanship in print, driven by a reason why.” Today, definitions of advertising abound. Journalists, for example, might define it as a communication, public relations, or persuasion process, and it is also a type of communication.