A Brief Analysis on the Similarities and Differences in Rhetorical Persuasion Mechanism between China and the West——A Case Study of the Advertising Language

By discussing the advertising languages in China and the West in terms of emotional appeals,rational appeals,moral appeals along with the application of persua- sive appeals,the article analyzes the differences of the rhetorical persuasion mechanism in the advertising languages both in China and the West,and clarifies that the applica- tion of persuasion mechanism in the advertising languages can enhance the artistry and influence of the languages,better realizing the value of advertisement.