2006•Journal of Tianjin R&TV UniversityRequires access

Brief Discussion on Rhetorical Devices in Advertising Slogans

Ran Xiang-qian

Abstract

This paper based on large number of advertisement slogans offers keen analysis on present advertising language and its rhetorical devices.It introduces some new rhetorical devices by summarizing the similarities and differences among popular rhetorical methods in advertisement,focusing more on logical and comprehensive usage of rhetorical devices but criticizing overuse of them in order not only to create vivid advertising language but ensure the purity of it.

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Available abstract

Key concepts: Rhetorical question, Rhetorical device, Advertising, Order (exchange), Computer science, Linguistics, Business, Philosophy