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1、外国语学院学生毕业论文题 目 The Rhetorical Art of EnglishCommercial Advertisements in Language广告英语语言的修辞艺术专 业 班 级 学生姓名 学 号 指导教师 年 月 日ContentsAbstract in English 3Abstract in Chinese 31. Introduction 42.basic knowledge of advertisements 42.1 classification of advertisements 52.2 Objectives of commercial advertisem
2、ents 52.2.1 Attract attention 52.2.2 Arouse interests 62.2.3 Get action 62.3 General Features of English Commercials 72.3.1 Briefness72.3.2 Affability 82.3.3 Creativity 82.3.4 Daintiness83. Generalization of Rhetoric Art in Commercial Advertisement 93.1 Whats Rhetoric? 93.2 Factors Influence Rhetori
3、c Application 93.3 Why Approaching Rhetoric with Commercial advertisement 104. Rhetoric Devices Applied in Commercials 114.1 Lexical Rhetoric 11 4.1.1 Coinage and Anagrammatic Spelling 11 4.1.2 Borrowed Words 12 4.1.3 Spoken English 134.1.4 verbs and Adjectives 13 4.2 Syntactical Rhetoric 144.2.1 Si
4、mple Sentence 144.2.2 Interrogative sentence 144.2.3 Minor Clause 154.2.4 Disjunctive 15 4.3 Rhetoric Modes Employed in Commercials 154.3.1 Parallel 164.3.2 Contrast 174.3.3 Repetition 174.3.4 Metaphor 174.3.5 Personification 184.3.6 Parody 185. Conclusion 19Bibliography 20Acknowledgements21Abstract
5、Some Advertisements need to be persuasive through rhetoric usage so as to leave a deep impression upon peoples mind at the first sight. This article makes a tentative attempt to analyze the basic knowledge, general feature of advertisement and rhetoric devices in commercials. Commercials pay special
6、 attention to preciseness, vividness and conciseness; therefore it needs to apply rhetoric. A close examination is made from three aspects of rhetorical art in commercial advertisements: lexical rhetoric, syntactical rhetoric and rhetoric mode. Throughout the thesis, abundant examples are given to r
7、eveal the unique enchantment of rhetoric.Key words: English commercial advertisements; advertisement language; rhetorical art摘要某些广告需要通过修辞来达到说服的目的以使人们过目不忘。本文试图从广告的基础知识，商业广告的基本特征及商业广告的修辞艺术三方面进行分析。广告语言讲究准确、生动、简明，因此特别重视修辞的运用。本文将商业广告的修辞艺术分词汇修辞、句法修辞及修辞手段三方面展开较为详尽的探讨。论文以丰富的语料为基础展开论述，充分展现修辞的独特魅力。关键词:商业广告英语；
8、广告语言；修辞艺术The Rhetorical Art of English CommercialAdvertisements in Language1. IntroductionIn this epoch, advertisement has been an indispensable part of the economic society we are now living in. As a creative art, advertisement does its best to lure consumers, stimulate their purchase desire and ca
9、pture consumption market. Advertisements are elaborately planned in order to accomplish better advertisement -effect. Some advertisements are vivid and picturesque, some implicit and reserved, some humorous and pleasant and others elegant and graceful. Therefore, advertisement is a comprehensive, en
10、riched and mercantile art.Being a member of applicative language, advertisement English has formed its unique style which differs a lot from the common English that because it is needed to be rich in artistry. While Artistry, yet, wants rhetoric to gives it a hand. Advertisement English can be label
11、ed as the treasury of all kinds of rhetoric means. As we can see, the procedure of advertisement production mirrors the perfection in every detail, natural expression can be found in every piece of advertisement language, and no exception can be seen. There is nothing unusual that advertisement make
12、rs try to seek every possibility to make good use of various rhetoric methods, so, we can say the ingenious utilization of rhetoric just like adding a fishing touch to a beautiful article.Advertisement language is the sediment and enrichment of human culture; excellent advertisements always brim with ingenuity and engrossment. When enjoying splendid English advertisements, we may feel like entering into the magnificent palace culture; or taking a leisurely
