Abstract: With the development of commercial industry and market-oriented economy in modern society, advertising is showing its vital importance in commercial power. Advertisements have, in recent years, aroused great importance in linguistic study to impress people by unique devices. This paper is to make an attempt in exploration of advertisements in rhetorical perspective. In the paper, the author first makes a brief introduction and summaries the relevant rhetorical devices in advertising English. Then the paper deals with the application of the rhetorical devices in advertising designing thoroughly with ample examples from the Phonetic，lexical and synthetic angles. It is expected that the thesis would enrich the study of advertising English and the rhetorical research，as well as give aid to the advertisers in their advertising originality.

Key words: advertising English; rhetoric devices; style

摘要：随着商业和市场经济的发展，广告对现代社会起着极其重要的促进作用。在近几十年，广告以其独特的风格引起了语言学的极大关注。本文将从修辞的角度对广告语进行探究。文中，作者首先简要概述与广告英语相关的修辞格。然后从语音，词汇和结构角度通过例句法分析修辞手法在广告设计中的应用。本文旨在丰富广告英语和修辞的研究，并给广告设计者在他们的广告创意中一些帮助。

关键词：广告英语；修辞手段；文体