Abstract:The purpose of advertising is to make consumers buy products, so a good advertisement should first attract consumers' attention, arouse their interest, and make them remember the main content of the advertisement, so as to buy the advertised products. From the perspective of linguistics, the finiteness of language can be realized under the catalysis of appropriate rhetoric means. Modern advertising English often uses some rhetorical devices to enhance the motivation and persuasion. This paper starts with the rhetorical devices, and analyzes the use of the main rhetorical devices in advertising English, in order to understand English advertisements better.

Key Words: English Advertising，Rhetorical devices，linguistic feature

Contents

Abstract

中文摘要

Introduction-1

Ⅰ. The Definition and Function of Rhetoric Devices-3

A. Definition-3

B. Function-4

Ⅱ. Linguistic Features of English Advertisements-5

A.Vocabulary-5

B.Grammar-7

III. The Main Rhetoric Devices Used in Advertising English-9

A.Assonance-9

B. Simile and Metaphor-10

C. Hyperbole-10

D. Pun-11

E. Parody-12

Conclusion-15

Bibliography-17

Acknowledgements-18