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毕业设计 Analysis of English Language in Advertisement，共17页，4822字
Abstract
One of the most authoritative voices speaking to people today is the voice of advertisements, whose shrilling clamor dominates our life. People are endlessly bombarded with all kinds of advertisements by means of media such as magazines, newspapers, posters, TV, radio, and internet, etc.
Advertisements play an important part in modern life. Their special magic powers make people aware of their products and services. Advertisements promote sales and profits, so advertising has become the most growing industry and it is indispensable to life in the modern world. This paper will analyze the English language used in an advertisement from its language features .The most frequently used rhetoric devices are: personification, figures of speech, pun, parallelism, rhyming. The application of these rhetoric devices makes advertisements for products or services interesting, visualized and lifelike with the beauty of rhythm. Personification makes the products advertised lively and lifelike. Figures of speech make products more brilliant. Parallelism makes the language tone of the advertisements more strong. Rhyming makes the language finger-popping. Rhetoric devices have brought advertisements a good effect which makes the readers impressive. Language is the most importance in making advertisements.
Key words: advertisement; language features; rhetoric devices
Outline
I. Introduction to advertising…………………………………………………………1
A. Definition………………………………………………………………………1
B. Advertising functions…………………………………………………………1
II. Features of advertising……………………………………………………………2
A. English morphology in advertising…………………………………………2
1. Simple and informal……………………………………………………2
2. Misspelling ……………………………………………………………2
3. Coinage…………………………………………………………………2
4. Loanwords………………………………………………………………3
5. Contraction………………………………………………………………3
6. Use of verbs……………………………………………………………3
7. Use of adjectives…………………………………………………………4
8. Use of compound words…………………………………………………4
9. Use of emotive words……………………………………………………4
10. Use of pronouns…………………………………………………………………5
B. English syntax in advertising…………………………………………………………6
C. Rhetorical devices in English advertising…………………………………7
1. Personification……………………………………………………………7
2. Pun………………………………………………………………………7
3. Repetition………………………………………………………………8
4. Rhyme……………………………………………………………………8
5. Alliteration………………………………………………………………8
6. Parody……………………………………………………………………9
7. Antithesis………………………………………………………………9
8. Parallelism ……………………………………………………………10
9. Rhetorical question……………………………………………………11
10. Irony……………………………………………………………………11
11. Anticlimax………………………………………………………………11
D. Slogan ………………………………………………………………………12
Conclusion……………………………………………………………………………………13
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