資源描述：
《the rhetoric features of advertising english》由會員上傳分享，免費在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫。
1、畢業(yè)論文（設(shè)計）TheRhetoricFeaturesofAdvertisingEnglish1Introduction12TheRhetoricFeaturesinAdvertisingEnglish32.1RhetoricfeaturesinadvertisingEnglish32.1.1Aboutrhetoric32.1.2TheimportanteffectsofrhetoricfeaturesinadvertisingEnglish43RhetoricalDevicesinAdvertisingEnglish53.1Metaphors53.1.1Defi
2、nitionofmetaphors53.1.2FeatureofmetaphorinadvertisingEnglish53.1.3Metaphorsinadvertising63.2Pun93.2.1Definitionofpun93.2.2FeatureofpunsinadvertisingEnglish103.2.2.1Ambiguity103.2.2.2Thedoublecontext103.2.3Punsinadvertising113.3Irony143.3.1Definitionofirony143.3.2Featureofironyinadvert
3、isingEnglish153.3.2.1Makingadvertisementsattractive153.3.2.2Makingadvertisementshumorous163.3.2.3Makingadvertisementsbrief184.Conclusion20References211IntroductionInmodernsociety,advertisementscanbeseenorheardeverywhere—innewspaperandmagazine,onradioandtelevision,onInternetandmobileph
4、one,onstreetandbus.Advertising,astheinternationalcommerciallanguage,arepenetratingeverycorneroflife.Themainpurposeofanadvertisementistocatchpeople’sattentionbymeansofashortmessageandpersuadethemtobuytheirproducts.Geisdefinesadvertisinglanguageasbelow:“Thelanguageofadvertisingislanguag
5、ethat22畢業(yè)論文（設(shè)計）isusedineffortstopersuadeorotherwiseenticetopurchaseproductsorservices,voteforpracticalcandidates,modifytheirbehavior(justsayNo!),orcometoadoptafavorableviewofsomecorporateentity(weareworkingtokeepyourtrust.)”(1994:42)AccordingtoGeis’sdefinition,peoplecangetabettercompr
6、ehensioninadvertisinglanguage.Advertisinglanguageisawayofcommunication,withpersuasiveintentionforsalespromotionandothercommunicativepurposes.Astheessentialroleinsociety,successfuladvertisementmustaccomplishthefollowing:first,advertisingestablishestheidentityofaproductanddistinguishesi
7、tfromothersintheline;second,itconveysinformationabouttheproduct;third,itcaninduceconsumerstotrytheproductsandtosuggestreuse;fourth,itcanhelpbuildbrandoftheadvertisedproductstoothers.However,howcanadvertisingarouseconsumers’interestandmakeconsumersdesiretobuytheproducts?Howcanadvertisi
8、ngcon
