The Rhetoric Study Of Slogan

This paper analyses the rhetorical characteristics of slogan from various aspects, such as phonetics rhetoric, glossary, style and the figures of speech.The paper has six chapters. The first part is a brief introduction to the slogan. It gives the background knowledge about slogan, including its definition, origin, developing history and basic characteristics, following presents its study actuality and accomplishment and states the research point of view and methodology.The second chapter analyses phonetics rhetoric, which consisted of two parts: harmony in rhyme and symmetry in syllable. The harmony in rhyme mainly analyzes the selection of the words, which have the same tone, rhyme and the loudness level of the rhyme, the sound of rhythm. In addition, the symmetry in syllable focuses on using symmetrical syllable, double syllable and rhythm attach of four-word speech.The third part analyses on simplification and concision of words and sentences. The simplification and concision of word concentrates on the abbreviation of words, ellipsis of empty words, synonymy of substitute words, and substitute word by dint of symbol. The simplification and concision of sentence pattern mainly analyzes the application of Non-predicative sentence, declarative sentence and imperative sentence.The fourth part analyzes on diversification of style. Generally speaking, there is solemn pattern, emotional pattern and humorous pattern.The fifth part studies the slogan from the aspect of figures of speech, mainly emphasizing on the usage of comparison, parallelism,synecdoche,zeugma,analogy and personification and so on.The final part analyzes the departure phenomena of decency principle, which focuses on the departure to the physical field, language field, culture field and that to the language situation, and does research on the decency and criterion of slogan.