【正文】 Washes off easily. Maybelline eyeliner.(6) Lavish your skin with Intense Moisturizing Cream for an immediately more radiant look and unbelievably soft feel. This luxurious cream leaves your skin feeling hydrated for up to 10 hours as it infuses the skin with a marine extract. Great for dry skin. Byebye dry. Mary Kay Intense Moisturizing Cream (dry skin)(7) This deepcleansing clay mask absorbs impurities, controls excess oil and renews your skin. This formula refines the appearance of pore and leaves skin looking clarified. Mary Kay Mask 3(8) You’ve never felt color like this before…velvety smooth, intensely saturated shades infused with rich moisturizing conditioners—it’s the newest way to lavish your lips! Supremely sumptuous color for full, shapely lips that always look lush, plush and gorgeous. Precision Avon Smooth Velvet Lip Color(9) Cleans beyond what the eye can see.Goes beyond basic cleaning and helps restore skin’s natural balance.Refreshing foaming lather deep cleans to remove dirt and oil.Gentle cooling formula with menthol and cucumber extract.Goes beyond basic cleansing to tone skin.Oil Free, Alcohol Free, Residue Free. Olay Deep CleansingThese examples specifically describe the advantages, function, effects, source materials and mechanism and so on. The concrete details can make the audience informative of the products and attract their attention in order to persuade them into buying the products in the end. VirtueVirtue suggests that the rhetor must manifest that he is a sincere and reliable person with moral merits. It refers to the appeal based on the characters or reputation, or other personal facts of the persuader. In other words, the persuader himself is a strong power in achieving persuasion goals. Most people believe that popular figures, such as movie stars or elegant ladies and handsome gentlemen, are the symbols of fashion and justice because in people’s opinion, good and beautiful things are more credible than the ugly ones. This is the reason why advertisers spend a lot of money inviting famous popular figures as their prolocutors so as to achieve the maximum extent persuasion. The following advertisement for Maybelline is a good example.(10) Adriana Lima (born June 12, 1981, Salvador, Bahia, Brazil[3]) is a Brazilian model, best known as a Victoria39。s Secret Angel since 2000, and as a spokesmodel for Maybelline cosmetics from 2003 to 2009. Since 2005, Lima has ranked in the top five of Forbes39。 lists of the 20 highestearning models in the world, and in 2006 ranked on the Forbes Celebrity 100. Maybelline invites her to be spokeswoman of its products in order to make audience believe that if they use the products of Maybelline, they may be as beautiful as Lima. In addition, potential consumers tend to believe famous people more than mon people. As a result, the advertiser can achieve the persuasion goals by the appeal to popular figures. Good WillAccording to Aristotle, good will suggests that the rehtor must demonstrate that he tries to persuade the audience for their benefits rather than his own purpose. The rhetor must try his best to convey the message to the audience that he is concerned for what is beneficial for the audience rather than himself. “If you have their best interests at heart, they are likely to be responsive to your advertising” (Zeuschner 1999: 294). This is because in munication, if we speak with a stance favorable to the other party, he will feel fortable and be easier to believe what we say. In the following examples, the collected advertisements are analyzed tentatively and it is found that advertisers can take advantage of cheap price, discount to show good will. This type covers Example (11) to (12). (11) (12) Example (11) shows that advertisers make discounts to attract people’s attention and arouse their interest. When audiences see the advertisement, they will think that the rhetor is concerned for their benefits, so they are easily to be persuaded. Example (12) tells the audience that if you buy this product, you will get another one for free. Both examples take advantage of cheap price and discounts to show good will to persuade audiences. Pathos LevelAccording to Aristotle, pathos means appeal to the receiver’s emotion or sensibility. He argued that a person was often prompted to do something or accept something by his or her emotions. “Since it is our will ultimately that moves us to action, and since the emotions have a powerful influence on the will, many of our actions are prompted by the stimulus of our emotions” (Corbett 1971: 99).Emotions play an important role in human’s cognitive system. Emotional identification is essential to the success of advertisements. Advertisements should promote people’s feelings, for “in pleasure our minds expand,” and “we bee extremely suggestible and are likely to see everything in a favorable light” (Pope 1983: 243).Through analysis of the selected advertisements, it is found that advertisers are inclined to use figures of speech to evoke audiences’ desire to purchase their products. RepetitionRepetition is an essential figure of speech in advertisements propaganda。 the advertisers emphasize the significant information by repetition of the crucial word or the sentence type. This kind covers Example (13) to Example (16).(13) At Olay, we believe the more you know, the more you’ll learn to love the skin you’re in. (Olay skin care)(14) Cleans beyond what the eye can see.Goes beyond basic cleansing and helps restore skin’s natural balance,Goes beyond basic cleansing to tone skin.Oil Free, Alcohol Free, Residue Free. (Olay Deep Cleansing)(15) It stimulates cell turnover, helps to boost collagen production, helps to prevent the formation of fine lines and wrinkles, and helps to reduce persistent silent microstress. (Antiaging day cream SPF30)(16) With a