Abstract

With the rapid development of global economic integration and cross-cultural communication, more and more of us are exposed to various kinds of English advertisements in daily life. Advertisements, a traditional propaganda technique, are increasingly used to draw consumers’ attention and arouse their desire to HAVE something. Given the fierce competition of the global market, an overwhelming majority of businesses are maximizing the psychological effect of advertisements. Advertisements present the first and most important feeling and impression to the consumers, and in some extreme cases, consumers choose some commodities only because of their slogans.
Advertisements are applied and concrete language, or a form of language art, which involve multidisciplinary partnership. From the angle of linguistics, the writing process of advertisements touches upon the rhetorical features. In order to create beautiful and powerful slogans, the advertising planners consider not only the external form of advertisements such as display panels and media, but also the inner form, that is, the advertising language itself.
In this thesis, the author analyzes the use of rhetorical features in English advertisements. In addition to introduction and conclusion, the thesis is made up of three parts. Chapter one gives a brief introduction to the advertisement and its definitions, origins and features; chapter two deals with the analysis of rhetorical features applied in English advertisements; chapter three focuses on the language function reflected in the rhetorical features used in English advertisements.
Through the research, the author of this thesis hopes to make the common consumers know something about linguistics, especially about the rhetorical features, and illuminate the idea to seek a new way to create better English advertisements.

Key words: English advertisement; rhetorical features; language function

摘  要

随着经济一体化和跨文化交际进程的加速发展，日常生活中人们会越来越多地接触到形式各异的英语广告。作为一种传统的宣传技巧，广告越多越频繁地被用来吸引消费者目光和激发其购买欲望。鉴于国际市场日益激烈的竞争环境，绝大多数企业都非常重视广告的心理效应。在面对消费者的时候，广告会给消费者留下最初也是最重要的印象和感受，在一些极端的例子中，消费者会仅仅因为广告宣传语而选择某一商品。
广告是一种应用语言，也是一种具体语言，或者说是一种语言的艺术形式。广告包含了多门学科知识的合作运用，从语言学的角度讲，广告的编写过程中则涉及到了修辞。为了创造出出色并且有力的广告文案，广告策划人不仅仅需要考虑广告的外在形式，例如展板，媒体，也要考虑其内在形式，即广告语言本身。
本文作者分析了修辞手法在英语广告中的运用。除前言和结论外，全文共三章：第一章对广告及其定义、起源和特征做了简要概述；第二章具体分析了英语广告中所包含的修辞运用案例及合作原则的运用；第三章着眼于分析英语广告中相关修辞手法所体现的语言功能。
通过研究，本文作者希望能让普通消费者了解一定的语言学知识，尤其是关于修辞学的知识，并为广告作品的创作提供了一种新的语言学思路。

关键词：英语广告；修辞手法；语言功能