On the Rhetoricity of Imagic Iconicity in Advertising English

Scholars at home and abroad mostly did the rhetorical research in advertising English from the traditional perspective of stylistics,but few of them systematically analyzed the rhetorical phenomenon from the iconicity perspective,especially the dimension of imagic iconicity,the rhetorical effect of which mainly related to that from phonological iconicity and visual iconicity,with the former including the rhetorical effect of direct phonological iconicity and indirect phonological iconicity and the latter including the rhetorical effect achieved through changing the quantity,size,layout of the language expression,the layout of the page and using a mixture of different languages.The analysis proved that the imagic iconicity can serve as an effective way of rhetoric in advertising English to obtain the corresponding stylistic effect.