摘要
随着全球经济的快速发展，广告的作用力日益强大，无处不在。广告的目的在于说服消费者去购买某种商品或接受某种服务。现今的广告媒体多种多样，如户外广告牌、电视广告、纸媒广告、电台广告以及网络广告等等。但是，关于一则广告来说，不管通过何种媒体，也只能吸引消费者短暂的注意力，所以广告语言必须具有足够的吸引力、说服力、鼓动力。因而我们会发现，在广告英语中，常常会用到许多修辞手法。这是因为修辞充满想象力、创造力和艺术魅力，能够使广告更加具有吸引力，生动形象，便于记忆，朗朗上口。因此广告商们总会大量使用各种修辞来加强广告的记忆价值和趣味性，使他们的产品能给消费者留下深刻的印象，从而创造更多的销售机会，提升品牌形象和品牌美誉度。
作为广告语言的重要部分，英语论文，广告英语因为其所具有的特殊功能，英语论文题目，已逐渐发展成为非规范的一种专业语言，并且随着广告的发展和科技的进步而发生变更。不同于日常英语，广告语言追求的是一种语言艺术，而掌握了这种语言艺术，也就抓住了广告成败的关键。关于英语学习者和爱好者，探讨英语广告修辞的特点既能更好地对广告进行欣赏，又是对语言艺术的享受。
本文分为四个部分：第一部分是引言，将会对本文的主要内容、目的和意义进行简要的说明；第二部分是广告英语修辞的一些相关理论及相关探讨；第三部分将从发音、词汇、句法和语义这四个方面来详细略论英语广告修辞的特点；第四部分是对全文的总结并强调英语广告语言修辞的意义和重要性。
关键词：修辞，特点，广告英语
Abstract
With the rapid development of global economy, the powerful influence of advertising is growing stronger, and has been penetrated into every corner of our life. The purpose of an advertisement is to persuade consumers to purchase a particular product or accept a certain service. There are all kinds of media to implement the advertisement such as outdoor billboard, TV, print, radio, internet, and so on. However, no matter through what kind of medium, for consumers, the advertisement can attract their attention for only a very short time, so the sales message must be appealing, persuasive and inspiring enough. Therefore, we will find that in advertising English, all kind of rhetoric devices are frequently used. That is because rhetoric is full of imagination, creativity and artistic charm, and can make the advertisement be more attractive, visual, unforgettable and catchy. As a result, the advertisers always take their efforts to increase the adequate memory value and enjoyment of the advertisement by using a variety of rhetorical devices as much as possible, in order to make the consumers deep impression, so as to create more sales opportunities and uplift the brand image and reputation.
Advertising English, as an important part of advertising language, with its high effectiveness, has evolved from common language into an informal professional language. Nowadays, advertising English has changed a lot with the development of advertising and with the progress of science and technology. Differs from common English, the pursuit of advertising English is a sort of language art. So mastering the language art, this is the key to the success or failure of the advertising. To those who learn and love English, learning the rhetoric features of advertising English will provide them the chance to enjoy the language art and help them to well appreciate the advertisement.
This thesis is divided into four parts: the first part is the introduction, which will briefly describe the main content, purpose and significance of the thesis. The second part is the literature review of rhetoric theories and studies of advertising English. The third part will make a detailed analysis for the rhetoric features of advertising English from four aspects of phonation, vocabulary, syntax and semantic rhetoric. In the fourth part will summarize and emphasize the importance and significance of the rhetoric in advertising English.
Key Words: rhetorical, features, advertising English
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