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ABSTRACT:With increasing communication in the world and acceleration of economic globalization, the English commercial has found its way into our life. But how to understand, assess and create English commercials is a challenge to most of us.
The thesis attempts to approach the main figures of speech in English commercials from the angles of advertising and linguistics, so that we may be able to appreciate or write English commercials texts better. First, the thesis has the basic notions such as definitions of rhetoric and commercials, statements of objectives and functions, and discusses its classification. The following part of the thesis explores the most frequently employed figures of speech in English commercial texts, such as alliteration, assonance, pun, parallelism, antithesis, personification, parody, hyperbole etc. The last part will be concluded with the significance of studying rhetoric in English commercials.
In conclusion, the thesis points out more application and the influence of rhetoric on English commercials so that we can have more understanding, enlightenment and reference.
Key words: English commercials; communication; rhetoric; figures of speech
摘要:随着世界交流的增多，经济全球化的加快，英语商业性广告已与我们生活融为一体。然而如何认识，评价和创造英语商业性广告是对我们最大的挑战。
为了使我们能更好地读懂和写出英语商业性广告，本文试从宣传和语言角度分析其广告词。首先，本文将阐释基本的概念，如修辞和商业性广告的定义，其目标，功能及分类。然后，在英语商业性广告中，最为常用的修辞格，如广告头韵，谐音，双关，排比，对偶，拟人，仿拟，夸张等。最后一部分是总结关于学习英语商业性广告的修辞的重要性。
总的一句，本文注重的是修辞在英语商业性广告的应用及影响，使我们有更好的理解，启发与参考。
关键词：英语商业性广告；交流；修辞；修辞格
With the development of world economy, commercial has become a global form of communication. Foreign economic relations and trade in China, guided by the policy of reform and opening to the outside world, have been developing rapidly with great achievements. Since China joined the World Trade Organization, more and more foreign products have been coming into China, while more and more Chinese products have been going to the global markets. Hence, the commercial is a must, which is mainly concerned with building brand awareness and preference. What’s more, as English is one of the most widely used languages in the world and as the importance of commercials grows, it is absolutely necessary to study and analyze the western commercials.
Same in an ordinary communication, we and businessmen share the cooperative principle when commercials play with all kinds of figures of speech and functions of persuasiveness and information. In this thesis, the most widely-used ones, alliteration, antithesis, parody and hyperbole etc., are analysized and discussed. They give us more opportunities to understand the feature of English, appreciate and master the highlight of English commercials. After gaining the knowledge of rhetorical application, maybe we can create commercials in line with western custom and value and advocate our national products so as to lauch them in the international market effectively in the future.