【導讀】我們日常生活中。廣告作為現代生活的重要組成部分，以它的獨特魅力，對社會經濟的發(fā)展。起著推動作用，在商品進出口中，充當著越來越重要的角色。這些修辭手法的運用能使英語廣告中的產品或服。務生動有趣、形象傳神，同時賦予廣告語言美、音律美。例擬人使產品形象生動；比喻使產。品特點鮮明；排比使語言增強語勢；押韻使語言富有節(jié)奏感等。身，修辭手法在廣告英語中合理運用都能給廣告帶來良好的效果，繼而給讀者留下深刻印象。本篇論文主要從音韻、詞義、結構三方面討論分析廣告英語中的修辭特點。

　　

【正文】 ween life and death in Shakespeare‘s famous tragedy reading: Hamlet, customers must take the same choice between automobile performance and the economical aspect. But the advertiser can provide customers the car which is both having an excellent automobile performance and saving money for customers. 6. Irony Irony is a figure of speech that achieves emphasis by saying the opposite of what is meant. It is selfcontradictory, but it is also rational when carving and polishing (Tang Ying, Qu Jing, 2021). An obvious true fact recounted with the irony, also lets people know absurdness and clearly distinguishes the truth from the irony prehension. At last they can achieves the irony true goal. In the advertisement, irony is a significant rhetoric device and they can give people great impression. For example: ⑴ The more hot water you use, the more money it saves! (Water Heater)（ Wang Yanxi, 2021） This is the heading of a Water Heater advertisement. On the surface of the advertisement, it is a paradox: why the more hot water is used and the more money will be saved? This kind of strange parlance arouses people‘s astonishment, which will stimulate people‘s desire to purchase the products. In fact, the advertiser just wants to propagandize good performance of water heaters and the differences from the other ones. ⑵ If people keep telling you to quit smoking cigarettes, don‘t listen, they are probably trying to trick you into living. (Anti cancer association) This is a social public welfare advertisement which is pushed by USA anticancer association. In the advert, the designer uses irony to warn people the danger of smoking and gets a farreaching meaning. 7. Coinage In dictionary, coinage means inventing of a new word or phrase. Usually, in English advertisements, some advertising designers often use the familiar words or phrases to create new ones． some misspelling of， or add prefix . Although these creative words differ from the original ones in structure， the meanings are the same． What‘s more， most of them are so vivid and interesting that they can attract people‘s attention greatly and promote the sales effectively． For example: ⑴ Wogether． The Ultimate All Inclusive One Brice Sunkissed Holiday． (Traveling advertisement) This piece of traveling advertisement is prepared for husband and wife. A new coined word is constructed from two familiar words ―two‖ and ―together‖. This kind of usage suggests intimacy between husband and wife. Coinage in the advertisement symbolizes a sweet holiday for a couple of lovers. ⑵ Give a Timex to all， to all a good time. The new word ―timex‖ is the original shape of two words ―time‖ and ―excellent‖. So, in the advertisement, ―timex‖ means happy time. ⑶ Going east， staying Westin． In the advertisement, the designer misspells ―western‖ as the products name ―Westin‖. Such intentional ―mistakes‖ made a deep impression on the customers and thus promote the sales effectively. 8. Anticlimax Anticlimax, as the name implies, is the opposite of climax and is a device that involves stating one‘s thoughts in a descending order of significance or intensity, from strong to weak, from weighty to light or frivolous (Feng Cuihua,1995). It is often used to ridicule or satirize in advertisements and produces the humorous, unexpected result, thus bring the good effect to the market through obvious ―anticlimax.‖ For example: ⑴ You manage a business, stocks, bonds, and people, and now you can manage your hair. (Haircream advertisement) This is an advertising of men39。s haircream. But please look at the advertisement, how can ?hair‖ and ―business and stock‖ mention in the same breath? That is anticlimax. After thinking it carefully, you will find it humorous, nifty and reasonable. Imaging, a man can manage pany and stock in perfect order, how can he make hair into submission. Anticlimax in the advertisement leaves an extremely deep impression on the target audience. C. Syntax rhetoric 1. Parallelism Parallelism means using the same pattern of words to show that two or more ideas have the same level of importance (Feng Cuihua, 1995). This can be happen at the word, phrase, or clause level. Parallelism is similar in structure to create vigorous rhythm and deeper impression. Parallelism Call enhance the tone, emphasize the expression and deepen the emotional coloring． With the employment of parallelism, customers are deeply impressed and attracted by the product. For example: ⑴ It‘s a written language… . It‘s an oral language… . It‘s an electronic language… . It‘s an interactive language… . And it‘s a language… . The heading of this piece of advertisement is ―Business has a universal language .It consists of two words‖. Each sentence of the advertisement begins with the same structure and form parallelism. This kind of use has stressed the content of advertisement and caught people‘s attention. ⑵ We will tell you the odds before they are out． We will publish what other publications dare not． We will give you inside information you won‘ find elsewhere． (MAGAZINE) The advertisement is about a magazine． Parallelism is used in the advert to show the special character of their magazine. Each sentence led by ―we will‖ appears in the last part of the advert to draw people‘s attention. ⑶ Look into our land and discover us. We are strong. We are free. We are Alberta. (TRAVELLING) It is a tourism advertisement. Every sentence begins with ―we are‖ and gives us deep impression. 2. Repetition The same sentence appears repeatedly in order to display intense emotion and impression。 it is one of the mon rhetoric tactics Repetition (Feng Cuihua, 1995). Multiple consumers expose to an advertisement over a period of time. Repetition has been proven to increase recall and prehension, particularly