Ｌ ２００９，Ｖｏｌｕｍｅ ７，Ｎｏ．４（Ｓｅｒｉａｌ Ｎｏ．６７） ＵＳ－Ｃｈｉｎａ Ｆｏｒｅｉｇｎ Ｌａｎｇｕａｇｅ，ＩＳＳＮ １５３９—８０８０，ＵＳＡ
ｏｎ ｒｈｅｔｏｒｉｃａｌ ｕｓｅ ｏｆ ｄｅｉｘｉｓ
ＣＨＥＮ Ｃｈａｎｇ—ｑｉ
（Ｅｎｇｌｉｓｈ Ｄｅｐａｒｔｍｅｎｔ，Ｌｕｏｄｉｎｇ Ｐｏｌｙｔｅｃｈｎｉｃ，Ｌｕｏｄｉｎｇ Ｇｕａｎｇｄｏｎｇ ５２ ７２００，Ｃｈｉｎａ）
Ａｂｓｔｒａｃｔ：Ｔｈｉｓ ｐａｐｅｒ ｄｉｓｃｕｓｓｅｓ ｒｈｅｔｏｒｉｃａｌ ｕｓｅ ｏｆ ｄｅｉｘｉｓ．Ｔｈｅ ｐａｐｅｒ ｈｏｌｄｓ ｔｈａｔ ｄｅｉｘｉｓ，ｓｉｍｐｌｅ ａｓ ｉｔ ｉｓ，ｃａｎ ｂｅ
ｕｓｅｄ ｔｏ ｐｅｒｆｏｒｍ ａ ｖｅｒｙ ｉｍｐｏｒｔａｎｔ ｆｕｎｃｔｉｏｎ ｉｎ ｃｏｍｍｕｎｉｃａｔｉｏｎ：ｐｅｒｓｕａｓｉｏｎ（ｉｎ ｉｔｓ ｂｒｏａｄ ｓｅｎｓｅ）．Ｔｈｅ ｐｅｒｓｕａｓｉｖｅ
ｆｕｎｃｔｉｏｎ ｉｓ ａｃｈｉｅｖｅｄ ｔｈｒｏｕｇｈ ｉｄｅｎｔｉｆｉｃａｔｉｏｎ．Ｔｈｅ ｒｈｅｔｏｒｉｃａｌ ｕｓｅｓ ｏｆ ｄｅｉｘｉｓ ａｒｅ ａ ｃｌｅａｒ ｉｎｄｉｃａｔｉｏｎ ｏｆ ｔｈｅ ｌｉｎｇｕｉｓｔｉｃ
ｉｎｔｅｒａｃｔｉｏｎ ｂｅｔｗｅｅｎ ｔｈｅ ａｄｄｒｅｓｓｅｒ ａｎｄ ｔｈｅ ａｄｄｒｅｓｓｅｅ／ａｕｄｉｅｎｃｅ．
Ｋｅｙ ｗｏｒｄｓ：ｒｈｅｔｏｒｉｃａｌ；ｄｅｉｘｉｓ；ｐｅｒｓｕａｓｉｏｎ；ｉｄｅｎｔｉｆｉｃａｔｉｏｎ；ａｕｄｉｅｎｃｅ
１．Ｉｎｔｒｏｄｕｃｔｉｏｎ
Ｗｈｙ ｓｈｏｕｌｄ ｗｅ ｉｎｃｌｕｄｅ ｄｅｉｘｉｓ ｉｎ ｒｈｅｔｏｒｉｃａｌ ｄｉｓｃｕｓｓｉｏｎｓ？Ｄｅｉｘｉｓ ｈａｓ ｂｅｅｎ ａｎ ｉｍｐｏｒｔａｎｔ ｃｏｍｐｏｎｅｎｔ ｏｆ
ｐｒａｇｍａｔｉｃｓ ｅｖｅｒ ｓｉｎｃｅ ｔｈｉｓ ｂｒａｎｃｈ ｏｆ ｌｉｎｇｕｉｓｔｉｃｓ ｃａｍｅ ｉｎｔｏ ｂｅｉｎｇ ｄｅｃａｄｅｓ ａｇｏ，ｓｏ ｍｕｃｈ ｓｏ ｔｈａｔ ｏｔｈｅｒ ｂｒａｎｃｈｅｓ ｓｕｃｈ
Select a text analyze its thematic progression pattern, or clause relations, or discourse
patterns or rhetorical structural relations.
Week 12 Rhetorical Structure Theory
Rhetorical Structure Theory is the theory with which we can explain the structural relations
of a text, identifying the relations by which one span of text can be related to another
rhetorically, thus developing the text.
Rhetorical structure theory (RST) is an approach to the study of text organization that is
being developed within the Penman project and elsewhere. It gives us the resources for
describing a text in terms of its rhetorical structure. A text is interpreted as being structured
by relations, so-called rhetorical relations: two spans of text enter into a rhetorical relation
such as elaboration, cause, circumstance, or motivation. The relation is typically
Ｓｉｎｏ－ＵＳ Ｅｎｇｌｉｓｈ Ｔｅａｃｈｉｎｇ，ＩＳＳＮ １ ５３９－８０７２ Ｊｕｎｅ ２０１２，Ｖｏ１．９，Ｎｏ．６，１２２０－１２２９ ａＬＩ５ＨＩＮ６
Ｒｈｅｔｏｒｉｃａｌ Ｄｅｖｉｃｅｓ ｉｎ Ｄｉａｌｏｇｕｅｓ ｏｆ Ｔｈｅ Ｂｉｇ Ｂａｎｇ Ｔｈｅｏｒｙ水
ＹＩＮ Ｚｈｕ－ｈｕｉ，ＹＵＮ Ｍｉａｏ Ｂｅｉｊｉｎｇ Ｉｎｆｏｒｍａｔｉｏｎ Ｓｃｉｅｎｃｅ ａｎｄ Ｔｅｃｈｎｏｌｏｇｙ Ｕｎｉｖｅｒｓｉｔｙ，Ｂｅｉｊｉｎｇ，Ｃｈｉｎａ
Ｔｈｉｓ ｐａｐｅｒ ａｎａｌｙｚｅｓ ｔｈｅ ｅｆｆｅｃｔ ｏｆ ｒｈｅｔｏｒｉｃａｌ ｄｅｖｉｃｅｓ，ｓｕｃｈ ａｓ ｉｒｏｎｙ，ｓａｒｃａｓｍ，ｐａｒｏｄｙ，ｈｙｐｅｒｂｏｌｅ，ｐｕｎ，ａｎｔｏｎｏｍａｓｉａ， ｅｔｃ．，ｉｎ ｄｉａｌｏｇｕｅｓ ｏｆ ｔｈｅ Ａｍｅｒｉｃａｎ ＴＶ ｓｅｒｉｅｓ Ｔｈｅ Ｂｉｇ Ｂａｎｇ Ｔｈｅｏｒｙ（２００７）ｗｉｔｈ ａｎ ａｉｍ ｔｏ ｈｅｌｐ ｉｍｐｒｏｖｅ Ｅｎｇｌｉｓｈ
ｌｅａｒｎｅｒｓ’ａｗａｒｅｎｅｓｓ ａｎｄ ａｐｐｒｅｃｉａｔｉｏｎ ｏｆ ｒｈｅｔｏｒｉｃａｌ ｍｅａｎｓ ｉｎ Ｅｎｇｌｉｓｈ－ｂａｓｅｄ ｌｉｔｅｒａｒｙ ｗｏｒｋｓ．Ｉｎｓｔａｎｃｅｓ ａｒｅ ｃｉｔｅｄ ｗｉｔｈ ｔｈｅ ｕｓｅ ｏｆ ｓｕｃｈ ｒｈｅｔｏｒｉｃ ｍｅａｎｓ ｉｎ ｔｈｅ ｄｉａｌｏｇｕｅ ｔｒａｎｓｃｒｉｐｔｉｏｎｓ．Ｉｔ ｉｓ ｄｉｓｃｏｖｅｒｅｄ ｔｈａｔ ｉｎｔｅｇｒａｔｅｄ ｕｓｅ ｏｆ ａ ｖａｒｉｅｔｙ ｏｆ
ｒｈｅｔｏｒｉｃａｌ ｄｅｖｉｃｅｓ ｉｓ ａ ｓｉｇｎｉｆｉｃａｎｔ ｍｅａｎｓ ｆｏｒ ｖｉｖｉｄ ａｎｄ ｉｍｐｒｅｓｓｉｖｅ ｃｈａｒａｃｔｅｒｉｚａｔｉｏｎ ｉｎ ｌｉｔｅｒａｔｕｒｅ．Ｓｕｃｈ ａｎ ａｎａｌｙｓｉｓ ｉｓ ａ ｒｅｗａｒｄｉｎｇ ｊｏｕｒｎｅｙ ｏｎ ｅｉｔｈｅｒ ａｎ ａｃａｄｅｍｉｃ ｏｒ ｅｎｔｅｒｔａｉｎｍｅｎｔ ｂａｓｉｓ，ａｎｄ ａ ｐｒｏｃｅｓｓ ｏｆ ｄｉｓｃｏｖｅｒｙ ａｎｄ ｌｅａｒｎｉｎｇ ｔｈａｔ ｍａｙ
Rhetorical Features of Advertising English
学院：外国语学院
班级：07-2班
姓名：付九燕
学号：************
Abstract
Advertising is the art of language, which has distinctive linguistic characteristics. This
paper analyzes the rhetorical characteristics of advertising English. It is a device to arouse
consumers' attention to a commodity and induce them to use it. In the increasingly keen
competition of the market economy, advertising is an important means of scrambling for markets.
The advertising English is a functional variant of modern English. As a special practical style, it
has its own features in the creative design or in the use of words.
In order to enhance the appeal of an advertisement, advertising writers pay much attention
not only to such expressive devices as plates, color and the layout of a printed page, but also to the
