英汉广告常用辞格及其功能

广告修辞新奇巧妙 ,独出心裁 ,凝聚了广告作者的丰富而非凡的想像力 ;广告语篇中恰当而巧妙地运用修辞格不但使广告语言生动活泼 ,言简意赅 ,或节奏感强 ,很有力量 ,而且深刻地描绘或强调广告商品或服务的特征、特性与功能 ,有助于创造其美好形象 ,促进广告走向成功。

The Most Common Rhetorical Devices and Their Functions in English & Chinese Advertising

This paper proves that sentences and structures in which rhetorical devices are ingeniously employed show unusual novelty, display rare originality and brim with the copywriter's rich and remarkable imagination; also it demonstrates that proper and ingenious applications of the major rhetorical devices in advertising not only render advertising language vivid, lively and compendious, or highly rhythmical and forceful, but also impressively describe or emphasize the special features, properties and functions of the advertised commodities or services, and immensely help to create their nice and attractive images, thus contributing a great deal to the success of advertisements.