| The use of rhetoric in advertising language can improve language expression ,is also a manifestation of national culture and mental outlook and highlights to clarify harmonious cultural characteristics in the Han ethnic and the concise style. From the point of view of their own properties for figures of speech, the thesis conducts a systematic research on how to analyze advertisement according to applying to some knowledge about Rhetoric Psychological,receptive rhetoric,stylistics strategies which belong to modern rhetorical theory, aiming to display the nature, effectiveness and impact that figures of speech generates in the advertisement style and produce aesthetic efficacy, persuasion efficacy and social efficiency in advertisement, which have played a positive role in promoting. The direct cause of product sales are the positive and negative impacts, static and dynamic speed effect which are created in the advertisement language when applying figures of speech. |
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