【文章內(nèi)容簡介】 te. Through this example, you may discover that advertisements are rather“eloquent”in an almost “silent” way“telling” a lost within just a couple of simple words. Hosts of famous English mercials win their consumers through brief:Your true choice. (ATamp。T telephone co.)Makes dreams e true. (Disney Land)It’s quite funny to think of the solicitude and thoughtfulness showed by advertisements, advertisers stop just short of letting you to be a member of their families. Generously giving their advices, advertisement designers support you and your career heart and soul. Being took care like this, won’t you be moved unconsciously? Of course they often say“we”, “you”, “please, will you?” as if you are their honorable lord, and as if the products depicted in the advertisement are only designed for you as well. When you take a bad cold, just tell me, I’m your family doctor. (medicine) From this mercial, you must have tasted the glamour of “you” and “me”, and also can feel how thoughtful your “family member” the as designers are! Creativity Life is always being, but never being, so, dose advertisement. Driven by economy, the phenomenon of creativity in advertisement English emerges in an endless stream. The creativity flowers are sprouting and blooming continuously in the advertisement circle just like the mushroom after spring rain.Drinka pinta milka day (milk)The moment this advertisement was published, it has triggered strong curiosity already. Indeed, we can’t help admiring the writer’s ingenuity, “Drink a pint of mild a day.” The way this advertisement applied called coinage, except for this, misspelling and foreign words are also smart techniques monly used. Daintiness Every word and sentence was carefully chosen and repeatedly polished before the mercial was published. A topquality advertisement is the fruit of group wisdom and inspiration. It is like a wonderful speech or a marvelous poem. Frequent use of verbs, adjectives and pound words can often be seen in advertisements, sometimes, they even play the most important role.Why our special teas make your precious moments even more precious. (Lipton tea) The teadrinkinghot should finally attribute to tea itself。 however, advertisement producer’s efforts also contribute a lot. Advertisement engages reader’s or audience’s attention and gets them thinking through the application of language techniques. In other words, certain language features of advertisement push people think and respond, somewhat spontaneously. And this is the real charm and power that advertisements possess. Indeed, it is the very language that worth our careful study.3. Generalization of Rhetoric Art in Commercial Advertisements Advertisement language deserves to be called as the “treasure of all rhetoric means”, it’s usually known as the “Loaded Language”. As long as you take note of every advertisement, you will discover the secret that how does rhetoric device endows advertisement language with such strong persuasive power as we have mentioned above. Advertisements see attracting attention, arousing interest and stimulating desire as its targets, these targets demand that advertisements language should be full of artistry. Rhetoric, hence, bee a must naturally. Rhetoric is used for the sake of enhancing language effect. To put it in simple words, rhetoric device has two distinctive modes, one is the scheme, the other is figure of speech. Compared with the rhetoric applied in mon literary works, rhetoric employed in mercial advertisements share the same characteristic with the former one, such as traditional rhetoric rules and principles, but the differences advertisement rhetoric holds is that advertisement rhetoric should be confined by advertisement features of advertisement. What’s Rhetoric? This is the question facing any reader or writer who is engaged in the study of English rhetoric. Rhetoric, according to Oxford Advanced Learner’s EnglishChinese Dictionary, is “skill of using language in speech or writing in a special way that influence or entertains people”, and according to Oxford American College Dictionary, rhetoric is “the art of effect or persuasive speaking or writing ,or is the language designed to have a persuasive or impressive effect on its audience.” The definition precisely explained by Richard MWeaver is: Rhetoric is the art of speaking or writing so as to persuade people effectively. Whether speaking or writing, one has to get oneself across effectively, ., to be eloquent, accurate, impressive, persuasive and expressive. The study of how to express oneself effectively, generally speaking, is the main concern of rhetoric. Factors Influencing Rhetoric application “Rhetoric is the finest modes of activity which adopted with the purpose of acmodating certain language context and improving the effect of language expression.” Nevertheless, not all rhetoric devices can be employed in advertisement, especially mercial advertisements. It’s confined by many factors while advertisement writers applying this means of expression. Such factors, to a certain extent, can be classified into linguistic factors and nonlinguistic ones. Linguistic factors refer to the rules concerning the language itself such as grammar, while nonlinguistic factors refer to audience’s mind, age, position, occupation, education and etc. Mainly revealing itself in appropriateness and accuracy, effectiveness of advertisement expression can be affected by all the factors mentioned above. As to appropriateness, we mean, while writing advertisements, the words and sentence patterns that advertisers chooses should suit the munication occasions. For instance, public and social advertisement should be formal and elegant。 mercial advertisement should care much about wording, humor and wit so as to achieve accuracy by pr