Abstract

Cosmetic advertising has penetrated into people’s daily life and affected their behaviors of consumption. Language as the core component of advertising is the material carrier of the communication between the advertising creators and consumers. It is meaningful to have a study on the rhetorical skills and rhetorical strategies of the female cosmetics advertising. This thesis are mainly want to have a deep analysis of different rhetorical devices in advertising to find out the roles and meanings by using them through the study of typical female cosmetics advertising language. Besides, it wants to carry on the comparative analysis between the concept of the advertising that it wants to convey to its consumers and the real function of it. Finding out how the advertising language increase its persuasiveness and credibility by using rhetorical devices to lead consumers desire to purchase. Thus, the thesis can expose its hidden falsity and untruthfulness to warn the consumers to buy cosmetics intellectually and rationally .The significance of this thesis is to explore the meaning and originality by using rhetorical devices in female cosmetics advertising language. What’s more, the thesis is to analyze the existing rhetorical questions of the cosmetic advertising language, such as coinage, false content etc. It is in order to make the vast number of consumers have a new and true understanding on female cosmetics advertising.

Keywords : rhetoric; female cosmetics advertising; consumer psychology; 

normative language

Contents

Abstract

中文摘要

1.Introduction1

2.Literature Review1

2.1 The definition of rhetoric.2

2.2 The functions of rhetoric3

2.3 The definition of advertisement.3

3.The Functions and Purposes of the Rhetorical Devices Commonly Used in Female Cosmetics Advertising3

3.1 Personification.4

3.2 Hyperbole5

3.3 Simile.6

3.4 Antithesis.6

3.5 Repetition and parallelism7

4.The Problems in the Rhetoric of Female Cosmetics Advertising.8

4.1 The misuse of the words8

4.2 The illusive content.9

4.3 The similar creativity9

5. Conclusion10

References.12