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1、Rhetorical Features of Advertising EnglishAbstract Advertising is the art of language, which has distinctive linguistic characteristics. This paper analyzes the rhetorical characteristics of advertising English. It is a device to arouse consumers attention to a commodity and induce them to use it. I
2、n the increasingly keen competition of the market economy, advertising is an important means of scrambling for markets. The advertising English is a functional variant of modern English. As a special practical style, it has its own features in the creative design or in the use of words.In order to e
3、nhance the appeal of an advertisement, advertising writers pay much attention not only to such expressive devices as plates, color and the layout of a printed page, but also to the choice of words or phrases, to make an advertisement beautiful and attractive. In the practice of the advertising Engli
4、sh, people pay more and more attention to the use of figures of speech to make every effort to make the advertising English succinct, accurate and vivid and to provide rich imagination and plentiful associations for readers so as to stimulate their desire.Key Words: advertisement; rhetorical devices
5、;Chapter1 Introduction As a way of propagating and transmitting information ,the role of advertisements can not be underestimated because it is not only an artful technique in persuading people to buy, but also gradually has become a key tool for social communication which in turn influences on the
6、development of society and economy. The purpose of this thesis is to study the linguistic features of advertising English, in the hope to help copywriters at home markets in their creating process. Along with the rapid development of global economy, numerous colorful and fantastic English advertisem
7、ents appear in current market. Through careful analysis we can find that English advertisements have formed their own linguistic features. The designers usually employ the special rhetorical devices to make their advertisement becomes concise, lively and appealing. This thesis analyzes the linguisti
8、c features of English advertisement, from which it gets some inspirations for English Advertising. With the development of social economic, advertising has penetrated everywhere of social life and become an essential part of daily life. The charming of advertisements largely comes from the language
9、of advertising. As advertising English is characterized by unique rhetorical devices, this thesis presents an analytical study of the linguistic features in English advertisements at rhetorical levels. Thus an analysis on the linguistic features of advertising English in the linguistic field is wort
10、hwhile.This thesis will be present in four chapters. The first chapter is an introduction to the whole thesis. The cores part of this thesis is chapter two and chapter three. In the second chapter ,the author will discuss the definition and classifications of the advertisement in this chapter. And I
11、n the third chapter, the author analyzes the linguistic features of advertising English at rhetorical levels. The last chapter is the conclusion part of this thesis. It is hoped that by studying the linguistic features of advertising English this thesis will be of some help in comprehending and tran
12、slating English advertisements for those copywriters and advertising English learners. Chapter 2 An Introduction to AdvertisementWe will discuss the definition and classifications of the advertisement in this chapter.2.1 Definitions of Advertising From different perspectives or purposes, the definit
13、ions might also vary. In English, the word “advertise” has its origin in “advertere” in Latin, meaning “to inform somebody of something”, “to bring into notice” or “to draw attention to something”, etc. In Chinese, the equivalent term “广告” means “widely announce”. The father of modern advertising, A
14、lbert Lasker (1903) said that advertising was “salesmanship in print”. Although the definition was given long before the advent of radio and television, and the nature and scope of advertising at that the ultimate objective of advertising is to sell. Obviously it is not a working definition because
15、we cannot use it to cover all advertisements. Today, a widely quoted working definition of advertising was put forward by Courtland L. Bovee and William F. Arens : Advertising is the impersonal communication of information, usually paid for and usually persuasive in nature, about products (goods or
16、services) or ideas by identified sponsors through various media. Persuasive advertisements are thus the instruments used by advertisers who have defined their target audiences and determined the effect they hope to achieve through persuasive advertisements in the media. And a persuasive advertisements should try to persuade the potential customers to buy the new product. The persuasive function is not o
