Abstract:

Based on previous research, this thesis makes further exploration and analysis on the rhetorical characteristics of languages in advertisement English. First, the thesis introduces the importance of advertisements in modern society and the significance of rhetorical devices in the writing of advertisements. Then, it focuses on the introduction of some basic knowledge about advertisement and rhetorical devices and the conclusion of the research on this topic at home and abroad. What come next are the rhetorical characteristics of advertisement English analyzed in the aspects of sound, resemblance or relationship and emphasis or understatement. At last, the author emphasizes the significance of the rhetorical devices in the language of advertisement English. The understanding and analysis of rhetorical characteristics of languages in advertisement English can help us to correctly understand the linguistic phenomenon. The aims of this thesis are to make readers better comprehend the features of advertisement English and further understand the language, culture and background of English speaking countries.

Key words: advertisement English; rhetorical devices; rhetorical characteristics 

摘要：

结合前人的研究，本文对广告英语的语言修辞特点做出进一步探索和研究。本文首先介绍广告在当代社会中的重要功能以及修辞手法在广告创作中的重要作用。其次对广告和修辞手法的基本知识以及国内外对此课题的研究现状进行介绍，然后从音韵、关联性和程度上的强弱三方面介绍广告英语的修辞特点。最后强调修辞手法在广告英语语言中的重要性。了解和分析广告英语的语言修辞特点，一方面能够帮助我们正确认识语言现象，另一方面能够让读者在更好地理解广告英语特点的同时，进一步了解讲英语国家的语言、文化、背景等知识。

关键词：广告英语；修辞手法；修辞特点

1. Introduction
    With the development of social economy, the influence of advertising is extremely strong and widespread that almost no one can avoid it. Along with the overwhelming development of advertising, the advertisement is so closely connected to our daily life. By means of its particular cultural effect, it has affected social life style deeply. Whenever you turn on the television, radio or computer, or wherever you go, such as the marketplace, restaurant or even toilet you can see advertisements in various forms. In the increasingly fierce competition of market economy, the important roles of advertising have caused extensive concern. It is an effective device to arouse customers’ attention to a commodity and induce them to buy or use it.