Abstract

As the global economy develops, the requirement of people for commodities is increasing. Advertisements are playing a more and more important role in people’s lives in every aspect. Through its unique style and persuasiveness, the advertisement has its own standard and professional usage. As an important part of advertising, auto advertising develops rapidly in Chinese auto market. Thus, having an exploration about the language features of auto advertising English, not only helps us know some information about auto but also is instructive for the growing Chinese auto industry. 

Among all the linguistic means of commercial English, rhetorical device is a must and significant one. It enhances the advertisement in artistic and appealing aspects and enriches its meaning. The study attempts to analyze and summarize the application and effect of rhetorical devices in auto advertising English from the perspective of phonetic, lexical and syntactic rhetoric through case analysis. The purpose of this study is to enrich the research on advertising language and rhetoric and provide advertisers with some writing instructions in practice.

Key words: Advertising English; auto advertising; rhetoric devices; effect

Contents

Abstract

中文摘要

1 Introduction-1

2 Literature Review-3

2.1 Researches on Advertising English and Rhetorical Device in China-3

2.2 Researches on Advertising English and Rhetorical Device Abroad-5

3 Theoretical Basis about Advertising English and Rhetorical Device-6

3.1 General Review of Advertising English-6

3.2 General Review of Rhetorical Device-8

3. 3 The Relationship between Advertising English and Rhetorical Device-9

4 The Application and Effect of Rhetorical Devices in Auto Advertising English-9

4.1 Phonetic Rhetorical Devices in Auto Advertising English-10

4.2 Lexical Rhetorical Devices in Auto Advertising English-12

4.3 Syntactical Rhetorical Devices in Auto Advertising English-15

5 Conclusion-16

References-17