Abstract and Key Words

Abstract: In modern society, advertisements are seen or heard in every corner of the world. The humorous advertising words will make the advertisement attractive and will make the products and their businesses deeply impressed in the public. The successful enterprises make use of the advertisements to improve their products and make them easy to catch people’s psychology and stimulate the audience desirous of purchasing the products. This paper analyses the application of rhetorical devices in advertisements. In this paper, the author discusses the humor in the rhetorical devices applied in the advertisements by giving a number of examples and analysis of the advertisement, which enhances the effect of the advertisements. This paper aims to help the readers to have a better understanding of the advertisements, hence hold a positive attitude towards the advertisements.

Key Words: advertising message, humor, rhetorical devices

摘要：在当今社会，广告随处可见。幽默的广告词使广告更有吸引力，并且可以给公众留下深刻的印象。许多成功的企业利用广告来提升自己的产品，抓住人们的心理，刺激观众购买其产品。本文阐述了幽默修辞手法在广告中的运用，并通过大量实例分析了修辞手法增强广告幽默效果的，旨在帮助读者对广告有一个更好的了解，因此对广告采取一种正面的态度。

关键词：广告语言，幽默，修辞手法

1. Introduction
“Advertisement” coming from a Latin word “advertere” is “a means of attract people’s attention to something, and import direction”. Advertising message is the practical style of a high commercial value. Advertising is a combination of language and business selling.
In modern society, advertisements are seen or heard in every corner of the world. Newspapers, television stations, radio stations, the networks show various kinds of advertisements every day. In order to produce persuasive effect of ads, the designers frequently use  different styles to demonstrate its charm, deeply impress the audience, and win the hearts of the audience.
Advertising messages are one of the core carriers of brand transmitted. They play a significant role in communication with the audience, who are the potential customers. Good advertising messages are unforgettable. The excellent advertisements deeply touch the consumers makinge its products  competitive.